Video is seen by many as the ideal medium to bring about a brand or branding message. Image lends itself well to convey emotion and impact of TV spot of 30 seconds is much greater than the impact of standard IAB banner with four frames or a text ad on Google. But according to the latest figures from Media: Time for media consumption in the Netherlands is watching regular television, especially among highly educated people and people under 49, sharply. If this trend continues, it is becoming increasingly difficult to achieve brand objectives the coming years with the use of television. It is time for a great deal of shifting brand budgets to digital media, which fortunately increasingly amenable to branding
Media:. Time research on media consumption
Media: time is a merger of five studies on media consumption: the National Audience survey (NLO), the National research Multimedia (NOM), KijkOnderzoek Foundation (SKO), the Outdoor research (BRO) and the Social and Cultural Planning Office (SCP). They call it “a unique and innovative research into media consumption, media activities, media carriers and media content” and see the research as the new standard for media activities.
For this study 2,953 respondents four or more days diary kept about their time spent in media. That data is projected onto the entire population via the MOA Gold Standard and MSS 2014. All reputable parties and labels are all found in this study. On 24 March, presented the study for the second time, allowing for the first time a trend is visible in the time
fumbling with numbers
About the study and the accompanying press release superficial reading, the impression is given that there is not much to hand. We read:
“TV still watch favorite. Dutch daily watch about 3 hours media, including television, online video (eg YouTube) or video on demand. 78 percent of the time people watching live television “
On page 30 state:.
” only in the younger age groups, we see simultaneously a decrease in linear look. “
It seems the researchers anyone under 65 within the definition of” to rally younger age “, because in all groups except the over-65s, state linear TV heavily in the minus in the news in the publication status:
“But the live TV remains – 55 percent of viewing time – also in young people with dot. stand on one. “
But 55 per cent in 2015 and down 24 percent from 2013 means that is non-linear video even bigger this year than linear television for the youngsters. The fumbling with figures and graphs reminds me a lot in the spring of 2011. At that time Hyves was the largest social network in the Netherlands and Facebook was booming.
We all knew Hyves it was difficult and users lost but Hyves tried to refute it (unsuccessfully) with numbers. Here on Marketingfacts did that at the heated discussions. Shortly thereafter Hyves went into freefall. That free fall will not occur in television and the situation is not entirely comparable. The coming years, we just all keep watching linear TV, but the media will be less dominant in this form. That is certainly not a trend that can only be seen among young people. Also the twenties, thirties and forties watch significantly less television than to mainstream a few years ago. With highly educated, many marketers are an interesting target group, the harder going.
Linear watching TV delivers significantly in other forms of video consumption
To see the figures in perspective, I I had to search the 2013 figures and put next to the 2015 figures. I also added a forecast for 2016 by half the difference to count on in the past two years with the 2015 figures we see this:
Looking linear versus non-linear – 13-19
28 percent of people aged 13 to 19 years old in 2013 looked at non-linear television in 2015 went on to 45 percent. My forecast is that we will see for the first time in 2016 that this target group to more nonlinear watching TV than go watch linear television
Looking linear versus non-linear -. 20-34
the group 20-34 shows a sharp increase. Nonlinear concerns from 29 percent in 2013 to 39 percent in 2015.
Looking linear versus non-linear -. 35-49
the largest decline in the observation of regular linear TV see among the 35- to 50-year olds. This group looked only 12 percent of the time non-linear in 2013. In 2015, that number had doubled to 24 percent
Looking linear versus non-linear -. 50-64
Over the 50 years, the change is much slower. The 50- to 64-year-olds watched about 15 percent of their time nonlinear 2015.
Looking linear versus non-linear -. 65 +
the 65+ -group is no change visible. 94 percent look linear and that has not increased
What is non-linear TV
Non-linear television by Media.? Time is divided into several categories:
- Delayed TV and look ahead (RTL XL, Broadcast missed etc)
- Streamed, downloaded or purchased (Netflix, Videoland etc)
- To look Other videos (YouTube, Vimeo, etc)
- Photos or slides, see
in particular, the first two categories grew in popularity in recent years.
It is streaming and downloading (including Videoland and Netflix) dominant in both 13-19 year olds and in 20-34 year olds. Delayed viewing is at all ages under 65 between 10 and 16 percent.
Video within social media not included in research
Social media like Facebook, Instagram and Twitter in recent years become increasingly visual and all put heavily on video. This is especially Facebook has become an important video channel. Brands places since the end of 2014 more videos on Facebook or YouTube. The contribution of video in social media is not included separately in this study. Social media are “communicating” in section and not “look” under the chapter. Would we video in social media count in non-linear video, which is very logical in my eyes, all the graphs above would still leave something more non-linear display.
The impact of the decline in linear TV on advertising
the shift of viewers from linear television to other media, also shifts the playing field for advertisers. When streaming services like Netflix and Videoland viewers pay for a fixed subscription and get no commercials to be seen. These viewers are thus already no longer be reached with a regular television commercial, unless they are watching regular TV. Most customers streaming services will also look at other types of video, but the media pressure will automatically lower and the chance to reach the entire target group so well.
example Viewers Vimeo and YouTube are not reached by a regular TV spot, but by advertising via AdWords for example, or a DSP. But there shall suddenly very different rules:. No GRPs but CPMs, audiences, completed video views, engagement, skippables and Sequentials
A TV spot one-to-one advertising on YouTube is a recipe for a failure. Videos on YouTube must be less immediately grab the attention instead of suspense to build and offer interaction possibilities. In addition, the targeting completely different and people who have been looking forward the video to target as a separate audience for a sequel video or banner.
Delayed watch is a crazy category in this list. We are talking about the same content as on regular TV, but via a digital system. These are the same brands in the Netherlands in particular NPO, RTL and SBS, delivering this content. Advertising on the delayed viewing services of these parties can now through the same channels as the regular TV advertising is bought. This makes the purchase is still very similar to the purchase of linear television. On the basis of the program is a well-founded assumption of the demographics of the viewers and on this basis, the purchase is demographically determined.
It is expected that the parties will put their systems increasingly open the upcoming years automated trading, so advertising can be done here without the handiwork of a managed buy and in addition to the benefits in terms of targeting, measurability and monitoring of programmatic.
the opening of the systems programmatic will go in fits and starts, as we saw with other publishers within dislay advertising. Some providers will apply the brakes and stop the movement. Others are more likely to start testing with residual inventory. As increasing volumes, will shift the balance and eventually most of the ads will be on the delayed viewing services are sold through automated trading.
The shift from linear TV to non-linear television thus ensures on the one hand for that part of the people is no longer accessible (Netflix, Videoland) and partly to a shift in demographics, GRP-based purchasing to automated purchasing based on a variety targeringopties. For the advertiser that offers advantages and disadvantages, but it is above all a given.
Progress through knowledge and experience
Brands now deploy a large part of their branding budget on television a target group to reach 49, should look for alternatives. I estimate that only 57 percent of viewing time of 13 to 49 year olds the end of 2016 will still be linear. In higher education will be about half.
In 2017 or 2018 non-linear television linear television to pass their twenties and thirties. Do you work as a marketer for a company that depends on television to mark targets, you will notice probably still pretty little. Indeed, the majority still looks just television and probably can you even realize the scope at this time. We saw the same in 2013 and 2014 on mobile. Brands could still focus on desktop, because the rise of mobile it was but did not hurt visible.
Now we see that brands which quickly mobile and cross device have focused ahead. They have knowledge and experience in the new reality and as an organization, have found their way there to deal with. TV around we go the next few years to see the same.
Fortunately, there are many alternatives. The Internet has in recent years become slowly more and more visual. Social media advertising, video advertising and display advertising with rich Media offer range to find out on television more. Branding works well through these channels, but it is a different game. GRPs work online, targeting is different videos of thirty seconds do not perform and there are many different systems and methods. All those things are getting used and also offer many opportunities besides television.
Marketers who are ready for that step, I recommend the book online Brand Identity Joris Merks-of Benjaminsen. Watch a short video in which George himself shares the highlights here.
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