todays media landscape - u.s. travel associationwe expect overall audience to remain stable, but...
TRANSCRIPT
TODAYS MEDIA LANDSCAPE
AREAS WE COVER
Media
ConsumptionContent Trends
Testing Ad
Tactics
QUESTIONS WE ANSWER
How do consumers split their time between media and how has it changed
What devices and services do they have access to and how does it impact their behavior
What kinds of tactics drive ad effectiveness in digital and video campaigns
TOTAL MEDIA TIME HAS MAXED OUT
45 45
3427
3
7
10
26 20
1515
1 423 28
7 9
7 78 75 53 33 2
2005 2010 2015 2020 (Proj)
DVDVideo
Console Games
Newspapers
Magazines
Reading Books for Leisure
Owned MusicPodcasts
PC Internet
Mobile
Radio
On Demand TVinfin
Live TV
Hours per Week
Adults 18+
Source MAGNA GLOBAL estimates based on the total US population
infin Includes DVR Playback headend VOD and OTT streaming
Includes eBooks
755 756 890 893
THE EXPLOSION OF DEVICE OWNERSHIP ENABLES CONSTANT CONNECTIVITY
THE WORLD CONTINUES TO GO DIGITAL AND DIGITAL = ON DEMAND
ALL MEDIA ARE NOW VIDEO MEDIA
Sources Nielsen ComScoreRentrak MAGNA estimates
Mag
azin
es bull Conde Nast
Time Inc and Hearst have all invested heavily in online video channels
bull By 2020 10 percent of magazine brand audiences will come from video
Ne
wsp
ape
rs bull The New York Times Financial Times Tribune and other major newspaper brands have developed video units
bull Mobile is now the preferred method of accessing newspaper content
Music
Au
dio bull Music Choice is
consistently among the top three free video on demand channels
bull Vevo is averaging 137 million viewers per month across desktop and mobile in 2016
Ou
t-of-
Ho
me bull There are 13
million digital place-based video screens in the US
bull Cinema advertising reaches more than 100 million people per month
MAGAZINE BRANDS ARE EVOLVING
With print readership on the decline digital outlets becoming increasingly important
We expect overall audience to remain stable but with more than half coming from digital
Sources Magazineorg MAGNA GLOBAL estimates
6217
18
3
Print and DigitalEditions
Web (Desktop andLaptop)
Mobile Web
Video
2014
1550B
Total Brand
Audience56
15
25
4
44
11
35
10
2015
1684B
Total Brand
Audience
2020(Proj)
1711B
Total Brand
Audience
MOBILE IS NOW THE PREFERRED WAY TO ACCESS NEWSPAPER CONTENT
Sources ComScore MAGNA GLOBAL estimates
1179
961
748647
1269
1630
0
20
40
60
80
100
120
140
160
180
2012 2013 2014 2015 2020(Proj)
PC Avg Monthly Unique Visitors
PC Avg Minutes per User
Mobile AvgMonthly Unique Visitors
Mobile Avg Minutes per User
ITrsquoS NO LONGER JUST RADIO ITrsquoS AUDIO
An explosion of digital listening options has evolved how consumers interact with audio content
Sources Nielsen Edison Research MAGNA GLOBAL Estimates
115 113 112 110 108 107
29 34 39 45 53 58
43 42 41 40 39 3918 19 20 21 22 23
00
50
100
150
200
250
2015 2016 (Proj) 2017 (Proj) 2018 (Proj) 2019 (Proj) 2020 (Proj)
Other
Podcasts
Sirius XM
Owned Music
Streaming Audio
AMFM Radio
Hours Per Week A18+
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
AREAS WE COVER
Media
ConsumptionContent Trends
Testing Ad
Tactics
QUESTIONS WE ANSWER
How do consumers split their time between media and how has it changed
What devices and services do they have access to and how does it impact their behavior
What kinds of tactics drive ad effectiveness in digital and video campaigns
TOTAL MEDIA TIME HAS MAXED OUT
45 45
3427
3
7
10
26 20
1515
1 423 28
7 9
7 78 75 53 33 2
2005 2010 2015 2020 (Proj)
DVDVideo
Console Games
Newspapers
Magazines
Reading Books for Leisure
Owned MusicPodcasts
PC Internet
Mobile
Radio
On Demand TVinfin
Live TV
Hours per Week
Adults 18+
Source MAGNA GLOBAL estimates based on the total US population
infin Includes DVR Playback headend VOD and OTT streaming
Includes eBooks
755 756 890 893
THE EXPLOSION OF DEVICE OWNERSHIP ENABLES CONSTANT CONNECTIVITY
THE WORLD CONTINUES TO GO DIGITAL AND DIGITAL = ON DEMAND
ALL MEDIA ARE NOW VIDEO MEDIA
Sources Nielsen ComScoreRentrak MAGNA estimates
Mag
azin
es bull Conde Nast
Time Inc and Hearst have all invested heavily in online video channels
bull By 2020 10 percent of magazine brand audiences will come from video
Ne
wsp
ape
rs bull The New York Times Financial Times Tribune and other major newspaper brands have developed video units
bull Mobile is now the preferred method of accessing newspaper content
Music
Au
dio bull Music Choice is
consistently among the top three free video on demand channels
bull Vevo is averaging 137 million viewers per month across desktop and mobile in 2016
Ou
t-of-
Ho
me bull There are 13
million digital place-based video screens in the US
bull Cinema advertising reaches more than 100 million people per month
MAGAZINE BRANDS ARE EVOLVING
With print readership on the decline digital outlets becoming increasingly important
We expect overall audience to remain stable but with more than half coming from digital
Sources Magazineorg MAGNA GLOBAL estimates
6217
18
3
Print and DigitalEditions
Web (Desktop andLaptop)
Mobile Web
Video
2014
1550B
Total Brand
Audience56
15
25
4
44
11
35
10
2015
1684B
Total Brand
Audience
2020(Proj)
1711B
Total Brand
Audience
MOBILE IS NOW THE PREFERRED WAY TO ACCESS NEWSPAPER CONTENT
Sources ComScore MAGNA GLOBAL estimates
1179
961
748647
1269
1630
0
20
40
60
80
100
120
140
160
180
2012 2013 2014 2015 2020(Proj)
PC Avg Monthly Unique Visitors
PC Avg Minutes per User
Mobile AvgMonthly Unique Visitors
Mobile Avg Minutes per User
ITrsquoS NO LONGER JUST RADIO ITrsquoS AUDIO
An explosion of digital listening options has evolved how consumers interact with audio content
Sources Nielsen Edison Research MAGNA GLOBAL Estimates
115 113 112 110 108 107
29 34 39 45 53 58
43 42 41 40 39 3918 19 20 21 22 23
00
50
100
150
200
250
2015 2016 (Proj) 2017 (Proj) 2018 (Proj) 2019 (Proj) 2020 (Proj)
Other
Podcasts
Sirius XM
Owned Music
Streaming Audio
AMFM Radio
Hours Per Week A18+
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
QUESTIONS WE ANSWER
How do consumers split their time between media and how has it changed
What devices and services do they have access to and how does it impact their behavior
What kinds of tactics drive ad effectiveness in digital and video campaigns
TOTAL MEDIA TIME HAS MAXED OUT
45 45
3427
3
7
10
26 20
1515
1 423 28
7 9
7 78 75 53 33 2
2005 2010 2015 2020 (Proj)
DVDVideo
Console Games
Newspapers
Magazines
Reading Books for Leisure
Owned MusicPodcasts
PC Internet
Mobile
Radio
On Demand TVinfin
Live TV
Hours per Week
Adults 18+
Source MAGNA GLOBAL estimates based on the total US population
infin Includes DVR Playback headend VOD and OTT streaming
Includes eBooks
755 756 890 893
THE EXPLOSION OF DEVICE OWNERSHIP ENABLES CONSTANT CONNECTIVITY
THE WORLD CONTINUES TO GO DIGITAL AND DIGITAL = ON DEMAND
ALL MEDIA ARE NOW VIDEO MEDIA
Sources Nielsen ComScoreRentrak MAGNA estimates
Mag
azin
es bull Conde Nast
Time Inc and Hearst have all invested heavily in online video channels
bull By 2020 10 percent of magazine brand audiences will come from video
Ne
wsp
ape
rs bull The New York Times Financial Times Tribune and other major newspaper brands have developed video units
bull Mobile is now the preferred method of accessing newspaper content
Music
Au
dio bull Music Choice is
consistently among the top three free video on demand channels
bull Vevo is averaging 137 million viewers per month across desktop and mobile in 2016
Ou
t-of-
Ho
me bull There are 13
million digital place-based video screens in the US
bull Cinema advertising reaches more than 100 million people per month
MAGAZINE BRANDS ARE EVOLVING
With print readership on the decline digital outlets becoming increasingly important
We expect overall audience to remain stable but with more than half coming from digital
Sources Magazineorg MAGNA GLOBAL estimates
6217
18
3
Print and DigitalEditions
Web (Desktop andLaptop)
Mobile Web
Video
2014
1550B
Total Brand
Audience56
15
25
4
44
11
35
10
2015
1684B
Total Brand
Audience
2020(Proj)
1711B
Total Brand
Audience
MOBILE IS NOW THE PREFERRED WAY TO ACCESS NEWSPAPER CONTENT
Sources ComScore MAGNA GLOBAL estimates
1179
961
748647
1269
1630
0
20
40
60
80
100
120
140
160
180
2012 2013 2014 2015 2020(Proj)
PC Avg Monthly Unique Visitors
PC Avg Minutes per User
Mobile AvgMonthly Unique Visitors
Mobile Avg Minutes per User
ITrsquoS NO LONGER JUST RADIO ITrsquoS AUDIO
An explosion of digital listening options has evolved how consumers interact with audio content
Sources Nielsen Edison Research MAGNA GLOBAL Estimates
115 113 112 110 108 107
29 34 39 45 53 58
43 42 41 40 39 3918 19 20 21 22 23
00
50
100
150
200
250
2015 2016 (Proj) 2017 (Proj) 2018 (Proj) 2019 (Proj) 2020 (Proj)
Other
Podcasts
Sirius XM
Owned Music
Streaming Audio
AMFM Radio
Hours Per Week A18+
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
TOTAL MEDIA TIME HAS MAXED OUT
45 45
3427
3
7
10
26 20
1515
1 423 28
7 9
7 78 75 53 33 2
2005 2010 2015 2020 (Proj)
DVDVideo
Console Games
Newspapers
Magazines
Reading Books for Leisure
Owned MusicPodcasts
PC Internet
Mobile
Radio
On Demand TVinfin
Live TV
Hours per Week
Adults 18+
Source MAGNA GLOBAL estimates based on the total US population
infin Includes DVR Playback headend VOD and OTT streaming
Includes eBooks
755 756 890 893
THE EXPLOSION OF DEVICE OWNERSHIP ENABLES CONSTANT CONNECTIVITY
THE WORLD CONTINUES TO GO DIGITAL AND DIGITAL = ON DEMAND
ALL MEDIA ARE NOW VIDEO MEDIA
Sources Nielsen ComScoreRentrak MAGNA estimates
Mag
azin
es bull Conde Nast
Time Inc and Hearst have all invested heavily in online video channels
bull By 2020 10 percent of magazine brand audiences will come from video
Ne
wsp
ape
rs bull The New York Times Financial Times Tribune and other major newspaper brands have developed video units
bull Mobile is now the preferred method of accessing newspaper content
Music
Au
dio bull Music Choice is
consistently among the top three free video on demand channels
bull Vevo is averaging 137 million viewers per month across desktop and mobile in 2016
Ou
t-of-
Ho
me bull There are 13
million digital place-based video screens in the US
bull Cinema advertising reaches more than 100 million people per month
MAGAZINE BRANDS ARE EVOLVING
With print readership on the decline digital outlets becoming increasingly important
We expect overall audience to remain stable but with more than half coming from digital
Sources Magazineorg MAGNA GLOBAL estimates
6217
18
3
Print and DigitalEditions
Web (Desktop andLaptop)
Mobile Web
Video
2014
1550B
Total Brand
Audience56
15
25
4
44
11
35
10
2015
1684B
Total Brand
Audience
2020(Proj)
1711B
Total Brand
Audience
MOBILE IS NOW THE PREFERRED WAY TO ACCESS NEWSPAPER CONTENT
Sources ComScore MAGNA GLOBAL estimates
1179
961
748647
1269
1630
0
20
40
60
80
100
120
140
160
180
2012 2013 2014 2015 2020(Proj)
PC Avg Monthly Unique Visitors
PC Avg Minutes per User
Mobile AvgMonthly Unique Visitors
Mobile Avg Minutes per User
ITrsquoS NO LONGER JUST RADIO ITrsquoS AUDIO
An explosion of digital listening options has evolved how consumers interact with audio content
Sources Nielsen Edison Research MAGNA GLOBAL Estimates
115 113 112 110 108 107
29 34 39 45 53 58
43 42 41 40 39 3918 19 20 21 22 23
00
50
100
150
200
250
2015 2016 (Proj) 2017 (Proj) 2018 (Proj) 2019 (Proj) 2020 (Proj)
Other
Podcasts
Sirius XM
Owned Music
Streaming Audio
AMFM Radio
Hours Per Week A18+
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
THE EXPLOSION OF DEVICE OWNERSHIP ENABLES CONSTANT CONNECTIVITY
THE WORLD CONTINUES TO GO DIGITAL AND DIGITAL = ON DEMAND
ALL MEDIA ARE NOW VIDEO MEDIA
Sources Nielsen ComScoreRentrak MAGNA estimates
Mag
azin
es bull Conde Nast
Time Inc and Hearst have all invested heavily in online video channels
bull By 2020 10 percent of magazine brand audiences will come from video
Ne
wsp
ape
rs bull The New York Times Financial Times Tribune and other major newspaper brands have developed video units
bull Mobile is now the preferred method of accessing newspaper content
Music
Au
dio bull Music Choice is
consistently among the top three free video on demand channels
bull Vevo is averaging 137 million viewers per month across desktop and mobile in 2016
Ou
t-of-
Ho
me bull There are 13
million digital place-based video screens in the US
bull Cinema advertising reaches more than 100 million people per month
MAGAZINE BRANDS ARE EVOLVING
With print readership on the decline digital outlets becoming increasingly important
We expect overall audience to remain stable but with more than half coming from digital
Sources Magazineorg MAGNA GLOBAL estimates
6217
18
3
Print and DigitalEditions
Web (Desktop andLaptop)
Mobile Web
Video
2014
1550B
Total Brand
Audience56
15
25
4
44
11
35
10
2015
1684B
Total Brand
Audience
2020(Proj)
1711B
Total Brand
Audience
MOBILE IS NOW THE PREFERRED WAY TO ACCESS NEWSPAPER CONTENT
Sources ComScore MAGNA GLOBAL estimates
1179
961
748647
1269
1630
0
20
40
60
80
100
120
140
160
180
2012 2013 2014 2015 2020(Proj)
PC Avg Monthly Unique Visitors
PC Avg Minutes per User
Mobile AvgMonthly Unique Visitors
Mobile Avg Minutes per User
ITrsquoS NO LONGER JUST RADIO ITrsquoS AUDIO
An explosion of digital listening options has evolved how consumers interact with audio content
Sources Nielsen Edison Research MAGNA GLOBAL Estimates
115 113 112 110 108 107
29 34 39 45 53 58
43 42 41 40 39 3918 19 20 21 22 23
00
50
100
150
200
250
2015 2016 (Proj) 2017 (Proj) 2018 (Proj) 2019 (Proj) 2020 (Proj)
Other
Podcasts
Sirius XM
Owned Music
Streaming Audio
AMFM Radio
Hours Per Week A18+
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
THE WORLD CONTINUES TO GO DIGITAL AND DIGITAL = ON DEMAND
ALL MEDIA ARE NOW VIDEO MEDIA
Sources Nielsen ComScoreRentrak MAGNA estimates
Mag
azin
es bull Conde Nast
Time Inc and Hearst have all invested heavily in online video channels
bull By 2020 10 percent of magazine brand audiences will come from video
Ne
wsp
ape
rs bull The New York Times Financial Times Tribune and other major newspaper brands have developed video units
bull Mobile is now the preferred method of accessing newspaper content
Music
Au
dio bull Music Choice is
consistently among the top three free video on demand channels
bull Vevo is averaging 137 million viewers per month across desktop and mobile in 2016
Ou
t-of-
Ho
me bull There are 13
million digital place-based video screens in the US
bull Cinema advertising reaches more than 100 million people per month
MAGAZINE BRANDS ARE EVOLVING
With print readership on the decline digital outlets becoming increasingly important
We expect overall audience to remain stable but with more than half coming from digital
Sources Magazineorg MAGNA GLOBAL estimates
6217
18
3
Print and DigitalEditions
Web (Desktop andLaptop)
Mobile Web
Video
2014
1550B
Total Brand
Audience56
15
25
4
44
11
35
10
2015
1684B
Total Brand
Audience
2020(Proj)
1711B
Total Brand
Audience
MOBILE IS NOW THE PREFERRED WAY TO ACCESS NEWSPAPER CONTENT
Sources ComScore MAGNA GLOBAL estimates
1179
961
748647
1269
1630
0
20
40
60
80
100
120
140
160
180
2012 2013 2014 2015 2020(Proj)
PC Avg Monthly Unique Visitors
PC Avg Minutes per User
Mobile AvgMonthly Unique Visitors
Mobile Avg Minutes per User
ITrsquoS NO LONGER JUST RADIO ITrsquoS AUDIO
An explosion of digital listening options has evolved how consumers interact with audio content
Sources Nielsen Edison Research MAGNA GLOBAL Estimates
115 113 112 110 108 107
29 34 39 45 53 58
43 42 41 40 39 3918 19 20 21 22 23
00
50
100
150
200
250
2015 2016 (Proj) 2017 (Proj) 2018 (Proj) 2019 (Proj) 2020 (Proj)
Other
Podcasts
Sirius XM
Owned Music
Streaming Audio
AMFM Radio
Hours Per Week A18+
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
ALL MEDIA ARE NOW VIDEO MEDIA
Sources Nielsen ComScoreRentrak MAGNA estimates
Mag
azin
es bull Conde Nast
Time Inc and Hearst have all invested heavily in online video channels
bull By 2020 10 percent of magazine brand audiences will come from video
Ne
wsp
ape
rs bull The New York Times Financial Times Tribune and other major newspaper brands have developed video units
bull Mobile is now the preferred method of accessing newspaper content
Music
Au
dio bull Music Choice is
consistently among the top three free video on demand channels
bull Vevo is averaging 137 million viewers per month across desktop and mobile in 2016
Ou
t-of-
Ho
me bull There are 13
million digital place-based video screens in the US
bull Cinema advertising reaches more than 100 million people per month
MAGAZINE BRANDS ARE EVOLVING
With print readership on the decline digital outlets becoming increasingly important
We expect overall audience to remain stable but with more than half coming from digital
Sources Magazineorg MAGNA GLOBAL estimates
6217
18
3
Print and DigitalEditions
Web (Desktop andLaptop)
Mobile Web
Video
2014
1550B
Total Brand
Audience56
15
25
4
44
11
35
10
2015
1684B
Total Brand
Audience
2020(Proj)
1711B
Total Brand
Audience
MOBILE IS NOW THE PREFERRED WAY TO ACCESS NEWSPAPER CONTENT
Sources ComScore MAGNA GLOBAL estimates
1179
961
748647
1269
1630
0
20
40
60
80
100
120
140
160
180
2012 2013 2014 2015 2020(Proj)
PC Avg Monthly Unique Visitors
PC Avg Minutes per User
Mobile AvgMonthly Unique Visitors
Mobile Avg Minutes per User
ITrsquoS NO LONGER JUST RADIO ITrsquoS AUDIO
An explosion of digital listening options has evolved how consumers interact with audio content
Sources Nielsen Edison Research MAGNA GLOBAL Estimates
115 113 112 110 108 107
29 34 39 45 53 58
43 42 41 40 39 3918 19 20 21 22 23
00
50
100
150
200
250
2015 2016 (Proj) 2017 (Proj) 2018 (Proj) 2019 (Proj) 2020 (Proj)
Other
Podcasts
Sirius XM
Owned Music
Streaming Audio
AMFM Radio
Hours Per Week A18+
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
MAGAZINE BRANDS ARE EVOLVING
With print readership on the decline digital outlets becoming increasingly important
We expect overall audience to remain stable but with more than half coming from digital
Sources Magazineorg MAGNA GLOBAL estimates
6217
18
3
Print and DigitalEditions
Web (Desktop andLaptop)
Mobile Web
Video
2014
1550B
Total Brand
Audience56
15
25
4
44
11
35
10
2015
1684B
Total Brand
Audience
2020(Proj)
1711B
Total Brand
Audience
MOBILE IS NOW THE PREFERRED WAY TO ACCESS NEWSPAPER CONTENT
Sources ComScore MAGNA GLOBAL estimates
1179
961
748647
1269
1630
0
20
40
60
80
100
120
140
160
180
2012 2013 2014 2015 2020(Proj)
PC Avg Monthly Unique Visitors
PC Avg Minutes per User
Mobile AvgMonthly Unique Visitors
Mobile Avg Minutes per User
ITrsquoS NO LONGER JUST RADIO ITrsquoS AUDIO
An explosion of digital listening options has evolved how consumers interact with audio content
Sources Nielsen Edison Research MAGNA GLOBAL Estimates
115 113 112 110 108 107
29 34 39 45 53 58
43 42 41 40 39 3918 19 20 21 22 23
00
50
100
150
200
250
2015 2016 (Proj) 2017 (Proj) 2018 (Proj) 2019 (Proj) 2020 (Proj)
Other
Podcasts
Sirius XM
Owned Music
Streaming Audio
AMFM Radio
Hours Per Week A18+
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
MOBILE IS NOW THE PREFERRED WAY TO ACCESS NEWSPAPER CONTENT
Sources ComScore MAGNA GLOBAL estimates
1179
961
748647
1269
1630
0
20
40
60
80
100
120
140
160
180
2012 2013 2014 2015 2020(Proj)
PC Avg Monthly Unique Visitors
PC Avg Minutes per User
Mobile AvgMonthly Unique Visitors
Mobile Avg Minutes per User
ITrsquoS NO LONGER JUST RADIO ITrsquoS AUDIO
An explosion of digital listening options has evolved how consumers interact with audio content
Sources Nielsen Edison Research MAGNA GLOBAL Estimates
115 113 112 110 108 107
29 34 39 45 53 58
43 42 41 40 39 3918 19 20 21 22 23
00
50
100
150
200
250
2015 2016 (Proj) 2017 (Proj) 2018 (Proj) 2019 (Proj) 2020 (Proj)
Other
Podcasts
Sirius XM
Owned Music
Streaming Audio
AMFM Radio
Hours Per Week A18+
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
ITrsquoS NO LONGER JUST RADIO ITrsquoS AUDIO
An explosion of digital listening options has evolved how consumers interact with audio content
Sources Nielsen Edison Research MAGNA GLOBAL Estimates
115 113 112 110 108 107
29 34 39 45 53 58
43 42 41 40 39 3918 19 20 21 22 23
00
50
100
150
200
250
2015 2016 (Proj) 2017 (Proj) 2018 (Proj) 2019 (Proj) 2020 (Proj)
Other
Podcasts
Sirius XM
Owned Music
Streaming Audio
AMFM Radio
Hours Per Week A18+
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
EVEN OUT OF HOME IS GOING DIGITAL
The OAA reports there are now more than 6000 digital billboards and over a million place-based
video screens in the US
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
TRADITIONAL TV VIEWING PEAKED IN 2009
While the declines are real this is not a simple ldquoTV is deadrdquo story
Source Nielsen 2005 forward includes time shifting
264
298
280
262
25
26
27
28
29
30
31
32
33
34
35
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Adults 18-49 Hours Per Week 316 hours per week
(4h 30m per day)
(-6)
(-6)
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
TOTAL USE OF THE SET IS STABLE EVEN AS LINEAR DECLINES
Source Nielsen
Linear = Live DVR and recently telecast VOD Device usage = Game consoles OTT devices DVD players Game consoles and VCRs
0
5
10
15
20
25
30
35
40
45Pr
imet
ime
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
Prim
etim
e
Tota
l Day
2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16
Adults 18-49 Total Use of the TV Set (TUT)
Device Usage
Linear TV
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
TV SETS AND MOBILE DEVICES NOW ACCOUNT FOR NEARLY TWO-THIRDS OF DIGITAL VIDEO AD VIEWS
Source FreeWheel 1Q16 Video Monetization Report
1Q16 vs 1Q15
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
STREAMINGrsquoS SHARE OF THE VIDEO PIE CONTINUES TO GROW
Time spent with OTT devices has increased by nearly an hour per week
Source Nielsen
includes DVR playback and recently telecast VOD
of Weekly Time Spent
Adults 18-49
712106
79
59
34 10
Live TV
Time Shifted TV
Game Consoles
PC Streaming
OTT Devices
Smartphone Streaming
67598
82
72
57 16
1Q15 1Q16
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
236 219 210 202 196 191 188
4141 40 40 39 39 38
1113 13 14 15 15 16
0613 19 24 29 33 36
18 18 17 16 15 14 14
25 28 31 34 36 38 39
2014E 2015E 2016E 2017E 2018E 2019E 2020E
Adults 18-49 Hours Per Week
Live TV DVRVOD Game Console (video) OTT Video PC Streaming Mobile streaming
Source MAGNA GLOBAL Estimates
337 331 330 330 330 330 331
OVERALL VIDEO TIME WILL HOLD STEADY BUT STREAMING PLATFORMS WILL MAKE UP NEARLY A THIRD OF IT BY 2020
The TV set will still comprise the vast majority but mobile will outpace PC streaming by nearly
three hours per week
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
AD BLOCKING LOOMS LARGE IN TODAYrsquoS ON DEMAND ECOSYSTEM AdBlock Plus recently announced it had reached 100 million installations globally
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
SO HOW DO WE NAVIGATE IN THIS NEW WORLD
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
KEY FINDINGS FROM THE MEDIA TRIALS PROGRAM
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
CONSUMERS EXPECT PERSONALIZED AD EXPERIENCES ON THEIR MOBILE DEVICES
Different levels and types of personalization are required depending on the device user and
product category
Source IPG Media LabYahoo ldquoGoing Deeper What Consumers Really Want from Personalized Adsrdquo
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
BRANDED CONTENT WORKS IF DONE RIGHT
Source IPG Media LabGoogle ldquoDeconstructing Branded Content The Global Guide to What Worksrdquo
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
15 SECONDS IS TURNING POINT FOR PERSUASION
Source IPGMedia LabYuMe ldquoDoes Every Second Countrdquo
The shortest amount of time for making an impact on persuasion metrics and the turning point
for driving brand favorability and purchase intent
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
CONTEXTUAL RELEVANCE ENHANCES VIDEO EXPERIENCES
Source IPGMedia LabZefr ldquoThe Power of Relevancerdquo
The same ad message performed best when contextual targeting was used
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
KEY TAKEAWAYS
bull Understanding your targets usage is critical in developing an impactful campaign
Time spent with media has maxed out although media
options continue to grow
bull This creates opportunities to reach potential travelers almost anywhere anytime
The explosion of device ownership allows for constant connectivity
bull Ensure that video assets are created to showcase your destination
Most major media outlets are turning to video options
to reach consumers
bull Streaming satellite and podcasts have all become mainstream ways to reach the travel consumerItrsquos no longer just radio itrsquos
audio
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
KEY TAKEAWAYS
bull Evolving your TV strategy beyond linear will increase your reach and extend your message
While TV set usage holds steady streaming piece of the
pie is growing
bull Destinations should embrace the power of data in order to customize messaging
In todayrsquos digital world personalized communications
are expected
bull Surrounding your message with relevant content can be more impactfulRelevance increases
performance
bull Cheap media is easy to come by Successful brands focus on relevance quality and impactItrsquos about making impressions
not just buying them
QUESTIONS
QUESTIONS