Transcription
The ultimateincremental reach generatorto broadcast TVOnDemandNZ’s most effectivevideo advertising platform
TVNZ OnDemand is the most effective onlinevideo advertising platform in New ZealandQuality advertising platform Trusted, curated, quality contentNon-skippable advertsHighest completionrate and viewabilityNew Zealand’sultimate incrementalreach generator tobroadcast TV589KAged 13 registeredaccounts use TVNZOnDemand each monthAverage monthly during fiscal yearViewability: TVNZ OD desktop video a vg based on Moat APAC & IAS global benchmarks,Google ActiveView 17 Aus benchmark. 97% completion rate DFP – last 6 mths TVNZ OD video. 2018 TVNZ
Let’s take a look at why it’s the ultimateincremental reach generatorQuality advertising platform Trusted, curated, quality contentNon-skippable advertsHighest completionrate and viewabilityNew Zealand’sultimate incrementalreach generator tobroadcast TV589KAged 13 registeredaccounts use TVNZOnDemand each monthAverage monthly during fiscal yearViewability: TVNZ OD desktop video a vg based on Moat APAC & IAS global benchmarks,Google ActiveView 17 Aus benchmark. 97% completion rate DFP – last 6 mths TVNZ OD video. 2018 TVNZ
Mass marketingrequires reach, andbroadcast TV is still thebiggest reach generator 2018 TVNZ
How do we maximiseincremental reachin mass markets?
Building optimal reachdepends upon the combinationsof media platform used 2018 TVNZ
Combinations of media channels can deliversignificantly greater amplification of youradvertising message 14%Average impact on KPIof high exposure toone channelSource: TVNZ AdEffect Case Study Series Summary. Control group (low exposure) 100. 40%Average impact on KPIof high exposure tomultiple channels 2018 TVNZ
Average market sharegain per annumCombining online video with TVmakes both more effective2.6%1.1%TV onlySource: IPA Databank, 2014-16 cases3.1%BothOnline video only 2018 TVNZ
TVNZ OnDemand is themost powerful way togain incremental reachto broadcast TV in NZ’scluttered digital landscape 2018 TVNZ
TVNZ OnDemand is themost powerful way togain incremental reachto broadcast TV in NZ’scluttered digital landscapeIn the digital world there are now: Many more platforms Many ways to use Free vs paid Skippable vs unskippable advertising 2018 TVNZ
Recorded TVYouTube% respondents watching the videoRobust research found viewers are less likelyto watch ads on Recorded TV and YouTube100%Recorded TV: Averagetime of skip (16s)50%Recorded TV:76% watched whole adYouTube: Averagetime of skip (8s)0%036912YouTube 5s: people are allowed to skip151821242730Video time (Seconds)33363942454851545760Only 6% watched whole adReach is only effective if viewers actually see your advert.Source: TVNZ Forecast Series 5: The Value Exchange 2018 TVNZ
TVNZ OnDemand is the most effective VOD player in themarket with over 14.6 million streams per monthStreams up 0181/05/20181/06/2018-Total monthly streamsSource: Adobe/GA, 1 June 2017 – 1 June 2018, all people aged 13 . 2018 TVNZ
67%And has achievedgrowth inaverage weekly reach year on /04/20181/05/20181/06/2018-Average weekly reachSource: Adobe/GA, 1 June 2017 – 1 June 2018, all people aged 13 . 2018 TVNZ
Build reach faster by adding TVNZ OnDemand to aFree-to-Air scheduleOnlyFTA:46%Source: Colmar Brunton VoD survey, N 1,050, May 2017. Percentages determined byrespondents who selected FTA only, VoD & FTA, and VoD only (TVNZ OD and/or 3Now).Watchedboth:12%OnlyVoD:8% 2018 TVNZ
At a program level, advertise on key shows from yourFree-to-Air schedule to get exponential reach 9% 10% 5%Incremental reach on TVNZ OnDemand additional to Free-to-AirSource: Colmar Brunton Sponsorship Effectiveness, Green Room Studies. TVNZ OnDemand only. 2018 TVNZ
Here’s an example looking at the incremental reach generatedby Love Island and TVNZ OnDemand-only ncremental250,000(Love Island) 250,000 Of this TVNZ OnDemand-onlycontent Comedy contributed15,500 and Drama 13,900Love Island UK and Australiadrove huge growth for June. 16% Incrementalreach250,000June 2018Source: Adobe Analytics & Google Analytics, all people aged 13 . 2018 TVNZ
We’ve proven this in a number of casestudies across a range of categories,called the AdEffect SeriesTVNZ AdEffect Series FMCG QSRGreat media strategydrives FMCG new productlaunch success Retail Financial Motor vehicle Health promotion
In one study with 71% overall campaign recognition,TVNZ OnDemand delivered 20%Of71%Video66%OnlineDisplay12%Bus BackOOH7%12%Print7%Auckland onlyVideo recognised by channel152%Broadcast TVTVNZ OnDemand20%Long-term retail brand building campaignSource: TVNZ AdEffect Case Study Series: Retail Brand Campaign. Sample size n 1,004. 2018 TVNZ
In another study, OnDemand played a significantsupporting role to broadcast TV, together deliveringthe bulk of awarenessVideo45%Video recognised by channel173%Broadcast TVTV OnDemand28%YouTube11%Facebook Video10%FMCG new product launch to a mass audience using a multi-media campaignSource: TVNZ AdEffect Case Study Series: FMCG Product Launch. Sample size n 1,003. 2018 TVNZ
In the same study, TVNZ OnDemand achieved the greatest incrementalreach: 8% over and above broadcast TVMarginal reach in campaign recognition delivered by each channel (%NZers 18-54)141.7%34% 7.7% 43.7%45.2% 2% 1.5% 45.2% Total videorecognitionBroadcastTVTVNZOnDemandSource: TVNZ AdEffect Case Study Series: FMCG Product Launch. Sample size n 1,003.YouTubeFacebookVideo 2018 TVNZ
To recap:With the highestcompletion rateand viewability!589KAged 13 registeredaccounts use TVNZOnDemand each month 2018 TVNZ
To recap:67%589KTVNZ OnDemandgrowth in reachyear on yearWith the highestcompletion rateand viewability!Aged 13 registeredaccounts use TVNZOnDemand each month 2018 TVNZ
To recap:10%67%589KShow-basedincrementalreachTVNZ OnDemandgrowth in reachyear on yearWith the highestcompletion rateand viewability!Aged 13 registeredaccounts use TVNZOnDemand each month 2018 TVNZ
To recap:8%Incremental reachat platform level10%67%589KShow-basedincrementalreachTVNZ OnDemandgrowth in reachyear on yearWith the highestcompletion rateand viewability!Aged 13 registeredaccounts use TVNZOnDemand each month 2018 TVNZ
To recap:8%Oh, and they can’tskip our ads!Incremental reachat platform level10%67%589KShow-basedincrementalreachTVNZ OnDemandgrowth in reachyear on yearWith the highestcompletion rateand viewability!Aged 13 registeredaccounts use TVNZOnDemand each month 2018 TVNZ
The ultimategenerator of incrementalreach to broadcast TVOnDemandNZ’s most effectivevideo advertising platform
Viewability: TVNZ OD desktop video avg based on Moat APAC & IAS global benchmarks, Google ActiveView 17 Aus benchmark. 97% completion rate DFP - last 6 mths TVNZ OD video. Let's take a look at why it's the ultimate incremental reach generator. Trusted, curated, quality content
