CMDC Media Digest, 2015-2016
I VIDEO IMPLICATIONS This years CMUST report highlights the size of i videos share of total media consumption which is 16 In stark contrast i video captures only 1 of total media revenue TV radio newspaper magazine and internet One might argue that the i video ad share should be larger so make it 2 and that the i video time share includes noncommercial sites so reduce the share to 10 Nevertheless a significant time revenue gap exists for i video There are barrier and opportunity implications concerning i video for buyers sellers and researchers BARRIERS I video and legacy TV planning buying and selling operations have evolved within procedural silos The two media forms are more often planned and executed by different staffing groups following different procedures programmatic vs conjunction using different metrics clicks completes GRPs The work flows are different The labour costs per dollar of media expenditure are different The rates of remuneration are usually different OPPORTUNITY I video is an underutilized media segment and as such has the potential to provide high share of voice levels to participating advertisers I video also can provide heightened reach delivery in conjunction with legacy TV over a brands purchase cycle Therefore there is benefit that can accrue to a marketer by treating i video and TV as one integrated video form rather than two separate siloed media forms that exist today There is evidence that the video de siloing effort has begun in earnest at Canadas largest media agencies MEDIA LANDSCAPE SOURCES TV 2002 BBM Picture Matching and Mark II Meters 2 sample 5006 2013 BBM Fall 13 Spring 14 PPM 2 sample 4470 hhlds 11000 persons 2 RADIO 2000 BBM Fall 2000 Diary 12 sample 85464 2013 BBM Fall 2013 Diary 12 sample 88568 NEWSPAPER 2011 NADbank Fieldwork 2000 telephone and LB questionnaire 18 sample 29584 2013 NADbank Fieldwork 2013 telephone and LB questionnaire 18 sample 38903 MAGAZINE 2001 PMB Rolling 2 year 1999 01 in home interviews LB questionnaire 12 sample 26608 2014 Spring PMB Rolling 2 year 2012 13 in home interviews LB questionnaire 12 sample 21701 ONLINE 2001 NADbank Fieldwork 2000 telephone and LB questionnaire 18 sample 29584 2014 comScore July 2014 panel 25000 used 7 day reach UVs expressed as a against PMB Spring 14 population bases MultiPlatformVideoMetrix i videos Share of Total Media Consumption ADULTS RADIO NEWSPAPER MAGAZINE INTERNET I VIDEO I VIDEO SHARE 4715 769 16 10748 146 1 MINUTES PER WEEK PER CAPITA Adults 18 2013 AD REVENUE Millions I VIDEO 2014 CMUST REPORT 16 The Business of Media CANADIAN MEDIA DIRECTORS COUNCIL
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