Nielsen just released their latest ‘Three Screen Report‘ (quarterly report) that analyzes the use of video across 3 screens (TV, Internet, Mobile Devices) either live, or ‘time shifted’ through their DVR or downloaded means. Key takeaways from the report indicate that DVR usage is up (+21.1%) and the viewership of Online Video spiked significantly in Q3 of this year (+34.9%). The Nielsen spokesperson made a key statement on their blog today:
“Americans today have an insatiable appetite for not only content, but also choice. Across all age groups, we see consumers adding the Internet and mobile devices to their media diet — consuming media anytime and anywhere possible.”
My take? Your video strategy better encompass all three screens – with an increased emphasis on the Internet and Mobile platforms. I’m not saying that the 10-foot TV experience is dead, but I think you’ll see an increased customer emphasis on mobile, portable content that can be consumed on their timeline – wherever they are.
Online Video, TV, Video
The Networks (CBS, NBC, ABC, and Fox) have been streaming their program lineup online for some time now. NBC’s HULU combines current shows with favorites from our past, including a limited selection of full movies. When I travel and can’t wait to watch a show that I have DVR’d at home – I’ll tune in online and get my fix. In the Big Apple there are plenty of folks that are ‘cutting the chord‘ completely to save money during this rough economic time… If it weren’t for live sports, I might think about doing the same. Can’t live without my SportsCenter!
It’s long been the practice of advertisers to simply slap their TV commercials online as video advertising units. I’ve long thought it doesn’t work – rather, that you need to tailor the spot specifically for the medium. This Adotas article supports that and points to 3 basic tenants for success:
- Tell a story
- Make it interactive
- Finish with a strong call to action.
I agree. Michael Radigan’s last line in the article sums it up best for Digital Video Advertisers: “Let’s stop being lazy and get some practice making online videos for the active viewer“