consumers lead marketers on path to cross-screen convergence Marketers bullish on video s growth, but advertising strategies yet to fully mature

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1 consumers lead marketers on path to cross-screen convergence Marketers bullish on video s growth, but advertising strategies yet to fully mature January 215

2 CONTENTS I. Executive Summary: Video in Canada... 1 II. Introduction Connected Device Ownership & Usage... 3 III. The Consumer Video Consumption... 7 Who s viewing? Where are they viewing? What are they watching? Why are they watching? Cross-screen Viewing...15 Time spent viewing Shifting consumption patterns Simultaneous viewing and the second screen Viewing Experience & Advertising Preferences Three Year Outlook Expected Shifts in Viewing The CANADIAN Marketer Video Advertising Perspectives Expected video growth Video advertising adoption Second screen Challenges with Video Advertising Biggest challenges holding marketers back How is technology being used? The Role of Technology Three Year Outlook The benefits of video Is convergence the new normal? Who will benefit? Appendix A: Methodology Appendix B: Demographics... 42

3 EXECUTIVE SUMMARY Videology s advertising technology platform is used by our clients to deliver the right message to the right consumer on the right screen. We are committed to understanding and sharing insights on the growing trend of video and television convergence. As a global company, we see cross-device video viewership escalating around the world. But each market is different. In this paper, we set out to discover how video convergence is progressing in Canada both from the perspective of consumer adoption and marketers strategic use of new video channels. To achieve this, we conducted our study in two parts. One survey focused on Canadian consumers use of and attitudes surrounding video and TV. The other focused on Canadian marketers understanding of and response to this new viewing environment. The results were interesting, revealing areas of convergence and truthfully some areas of divergence that were quite startling. What we did see from both sides, however, was the acknowledgement that the way we watch TV and video is evolving and more change is on the horizon. What consumers said The lines between TV and video have blurred irrevocably. The growing number of connected devices owned by Canadians, and concurrently the increasing opportunity to consume content across multiple platforms, has transformed the way that consumers view TV and video. Yet, new video options have not replaced the old. While seven out of ten consumers, and nine out ten Millennials, are viewing video on computers, smartphones or tablets, traditional TV viewing remains strong. And while devices offer the benefit of added mobility or the promise of TV anywhere the majority of total viewing still happens in the living room. It s not about either/or, it s about more. Despite the growth of online video, almost 7% of Canadians still subscribe to cable TV or satellite services. Moreover, there is no significant difference between cord cutters and TV subscribers likelihood to watch video. They are all watching! Consumers want choice and control over what they watch and when. And they often want it at the same time. Second-screen viewing is a huge trend engaged in by over half of all Canadians. Consumers understand that advertising is the price of free content and prefer it that way. Good news for advertisers over 7% of Canadians prefer ad-supported content over pay services with no ads. What s more, one in five uses the second screen to get more information about products advertised on TV. 1

4 What marketers said Marketers are bullish on video s growth. In fact, compared to consumers own estimates of expected increases in time spent with video over the next three years, marketers are far more optimistic. Conversely, marketers expect consumers traditional TV usage to decrease, while consumers are more likely to say it will stay the same or increase. Yet, despite this optimism, video ad strategies are lagging. Half of all marketers say that they do not currently have a video advertising strategy in place. Marketers could benefit from greater education on video buying opportunities. For instance, 68% of marketers were unfamiliar with the term second-screen viewing. Also, over one third did not know what programmatic buying was, and only 1% said that their company used it. Perceived challenges in video advertising may be holding it back. Among the biggest challenges cited by marketers include campaign measurement, crossscreen measurement, quality concerns and targeting questions. Again, lack of knowledge as to what data and technological solutions are available may be fueling these concerns. Looking to the future, however, marketers do expect money to shift from other media to new video options. Some of the biggest advantages that marketers see in video advertising include the ability to match ads with target audiences, the ability to evaluate audiences based on buying behavior and the ability to buy audiences across screens. Big changes are not far off, as holistic planning and buying will become the new norm. A very significant 85% of respondents said that planning for online video and linear TV will merge within the next three years. Moreover, 52% said that their agencies are likely to merge their TV and online video buying groups within that timeframe. Convergence will be good for buyers and sellers. Marketers believe that video convergence will bring benefits across the ecosystem, with media outlets earning higher CPMs and increasing their revenue with video ads, and advertising effectiveness improving. 2

5 INTRODUCTION Canadians have access to more connected technology than ever before, enabling consumption of more content from a wider array of devices. The growing use and ownership of devices, along with the supporting advertising technology to target and measure holistically across platforms, represents a strong and growing opportunity for marketers to reach and engage with consumers across screens. study objectives Videology s research was conducted by Marketing Magazine and Rogers Connect Market Research and Client Services. It was designed to give a snapshot of the way Canadians are consuming video in all its incarnations in today s cross-screen, cross-device environment. In addition, the research sought to learn marketers views on shifting video consumption among their customers and the challenges and opportunities that these changes posed. The goal was to determine the areas of divergence and congruity between the way consumers are watching TV and video, and the way advertisers are using media and available technologies to reach them. Overall approach The study, in the form of an online survey, was conducted across Ontario, Quebec, the Atlantic region and Western Canada. A nationally representative sample of 1,11 consumers and 14 marketers completed the online interviews. All responses were collected between September and October 214. Data was compiled by Marketing Magazine, and the corresponding analysis and commentary was prepared by Videology. 3

6 INTRO GRAPH 1 DEVICE OWNERSHIP Which of the following technology/services do you currently own/use? Which of the following technology/services do you currently own/use? % 76% 73% 68% 68% 68% 62% 65% 61% 62% 58% 54% 55% 5% 4% 38% 4% 3% 27% 25% 23% 2% 23% 21% 23% 24% 21% 19% 13% 4% Laptop/Notebook Desktop Computer Smartphone Tablet Connected TV TV Connected Internet-enabled TV via (internet- enabled) (Internet-enabled) separate Console device (Roku, Xbox, etc.) etc) TOTAL % Millennials % Gen X Gen X % Boomer Boomer % Pre-Boomer Pre- Boomer Seniors Seniors % Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. INTRO GRAPH 2 CONNECTIVITY ACROSS DEVICES How do you connect How do to the you connect internet? to the internet? 5% 5% 51% 43% 43% 33% 29% 27% 25% 26% 26% 2% 2% 22% 21% 16% 15% 16% 13% 12% 13% 13% 11% 6% Laptop/Notebook Desktop Desktop Computer Smartphone Tablet Internet-enabled enabled Connected TV console Console (i.e. Xbox, (Roku, Roku) Xbox, etc.) Most of the time Regularly Very Rarely Never Most of the Ome % Regularly % Very rarely % Never % Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. 4

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8 THE CANADIAN CONSUMER

9 THE CANADIAN CONSUMER Video Consumption The growing number of connected devices owned by Canadians, and concurrently the increasing opportunity to consume content across multiple platforms, has transformed the way that consumers view television and video. In fact, the boundaries between the two have blurred irrevocably. Who s Viewing? Overall, three-quarters of Canadians say that they now watch online video. But these percentages vary widely by age group. While slightly more than one-third (36%) of Seniors watch online video, more than 9% of Millennials tune in online. (Graph 1.) Interestingly, despite this increase in online viewing and the reports of increased cord-cutting, our survey showed that the vast majority of the population 84% still subscribes to cable or satellite TV services. And while the number of cord-cutters is highest among Millennials, 8% of them still subscribe to TV services. As Chart 1 below shows, while a slightly higher percentage of non-subscribers view online video than those who do subscribe, the difference is small, through perhaps directional. Currently it is safe to say that online video viewing is done for the most part in conjunction with traditional viewing, not in place of it. 7

10 CONSUMER GRAPH 1 Who s watching Do you watch video online? Do you watch video 93% Do online? you watch video online? % 75% 93% 84% 75% 62% 64% 62% 64% 38% 36% 25% 38% 16% 36% 25% 8% 16% 8% % % % % % TOTAL % Millennials Millenials % Gen % X Boomer % Pre- Boomer Pre-Boomer % Seniors TOTAL Millennials Yes Gen No X Boomer Pre- Boomer Seniors Source: Marketing Magazine survey, commissioned by Videology, Yes Fall 214, No comprised of 1,11 Canadian respondents. CONSUMER GRAPH 2 Subscribers to Cable and Satellite Services Do you subscribe Do you subscribe to any to of any the of the following following TV TV services? Do you subscribe to any of the following TV services? 68% 65% 66% 74% 8 59% 6 68% 74% 8 65% 66% 59% 4 2% 23% 29% 6 16% 2% 19% 18% 16% 11% 11% 2 2% 23% 29% 4 16% 2% 19% 18% 16% 11% 11% 2 % TOTAL % Millennials % Gen X % Boomer % Pre- Boomer % TOTAL % Millennials Millenials % Gen X X % Boomer Pre-Boomer % Seniors Pre- Boomer Seniors Seniors Cable Services Satellite Dish Do not subscribe Cable Services Satellite Dish Do not subscribe Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. CONSUMER CHART 1 CORD CUTTERS Watch Video Online SATELLITE / CABLE SUBSCRIBERS Satellite Subscribers Cable Subscribers Do Not Subscribe YES 74% 76% 78% NO 25% 24% 22% Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. 8

11 THE CANADIAN CONSUMER Video Consumption Where are they watching? The question of where consumers are watching goes hand in hand with the question of which device they are watching on. The influx of smartphones, tablets, and even laptops, has given consumers the ability to watch where and when they want, with the screen choice often coming down to a best screen available scenario. In terms of the physical location of viewing, despite the promise of mobility, most viewing still occurs in the home. The vast majority 74% view video primarily in the living room. Almost half also regularly watch in other rooms within the home. Watching while commuting, at work, or other places outside the home is much more limited. When asked specifically about video viewing, most consumers said that they watch on a desktop or laptop computer. This makes sense considering that computers are still the primary way that consumers connect to the Internet, as discussed in the Introduction of this report. As we also noted in the Intro, accessing the internet via the television, whether through a connected console or a connected TV, is only done by half of Canadian consumers. Despite this relatively low percentage, the television is still the 2nd most popular device on which to view videos. Smartphones and tablets are used to view video by roughly the same percentage of consumers at 29% and 23% respectively. 9

12 CONSUMER GRAPH 3 VIEWING DEVICE Which device do you watch video on? What device do you watch video on? 1 77% 5 45% 29% 23% Laptop/Desktop Laptop/Notebook TV TV Screen Smartphone Tablet TOTAL % Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. CONSUMER GRAPH 4 VIEWING LOCATION CONSUMERS GRAPH 4. Where do you regularly watch video? % At home in in living room Where do VIEWING you regularly LOCATION watch video? 46% At home At home in rooms in other rooms than other than living the room living room 11% 1% 1% 12% While commuting commu=ng While traveling At work/school At In public In public places (airport, (airport, hotel, etc.) hotel,etc) school (beach, places (beach, park, park, etc) etc.) Source: Marketing Magazine survey, commissioned by Videology, TOTAL Fall 214, % comprised of 1,11 Canadian respondents. 1

13 THE CANADIAN CONSUMER Video Consumption what are they watching? So we know that three out of four Canadians are watching video online. But what type of content are they viewing? The answers range from YouTube clips to the same professionally produced content shown on traditional TV. In many cases, viewers are simply accessing traditional TV content on an alternate screen. While a relatively low percentage (24%) say that they access content directly from a broadcaster s site, 39% say that they access TV Everywhere from their cable provider. Almost an equal percentage (35%) say that they access content from a subscriptionbased service, such as Netflix. And the highest percentage of respondents said that they access video through content aggregators, such as YouTube. In terms of genre, movies are by far the type of video content that respondents watch most regularly. Canadian and US/Internationally produced programming placed a close 2nd and 3rd in terms of video content viewed regularly. Local news was mentioned by 31% of respondents, while 22% cited US/International news, followed closely by local sports at 21%. 11

14 CONSUMER GRAPH 5 ACCESSING CONTENT Which of the following best describes how you access the videos you watch? Which of the following best describes how you access the videos you watch? Site Site or Broadcaster or broadcaster Direct direct 24% Non- subscriphon Non-subscription Streaming streaming Site/Service site/service 3% SubscripHon Subscription streaming service (ie. NeKlix) Netflix) 35% TV Everywhere/Cable TV everywhere/cable Provider provider Video Video Content content Aggregator aggregator (i.e. (i.e. Youtube) 39% 4% TOTAL % Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. CONSUMER GRAPH 6 PROGRAMMING GENRES CONSUMERS GRAPH 4. What types of video content do you watch on-line on a regular basis? VIEWING LOCATION What types of video content do you watch on- line on a regular basis? % Movies Movies 38% 36% 31% 22% 21% Canadian US/InternaBonal News from Local News from US/ Local Sports Canadian US/International Local TV US/International Local Sports Produced Programming TV Networks InternaBonal Produced Programming Network News News Programming Programming 11% US/InternaBonal US/International Sports Not Easily Sports Not Easily Accessible on TV Accessible on TV 2% 1% 2% Music videos Music videos YouTube clips/ Other YouTube clips/ Other selecbons selections TOTAL % Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. 12

15 THE CANADIAN CONSUMER Video Consumption why are they watching? No technology or new behavior achieves mass adoption unless there is a corresponding consumer need. So why are consumers viewing video beyond traditional TV? By far, the top reason is one of control; control over when they watch and what they watch, i.e. more programming options. Of course, reasons for viewing do vary significantly among the various age groups: Millennials value control the most of all age groups, and also are the most likely to say that they watch video because it is less expensive than traditional TV services. They are least likely to cite fewer ads as a reason to watch. And they also value the freedom to watch outside of the home more than any other group. GenX is similar to Millennials in their reasons for watching video, though lower percentages across all choices show that they are more selective in their reasons than younger consumers. Boomers want control over when they watch. Interestingly, they value fewer ads more than any other age group, and are least concerned about the cost savings. Pre-Boomer Seniors also want control over when they watch and are least interested in the freedom to watch outside of the home. What about those who are not watching video? The top reason cited was satisfaction with current options, i.e. TV is sufficient. Over 6% of Boomers and Seniors who don t watch video said TV is sufficient. Among Millennials who do not watch video, answers were more diverse, with top choices including TV is sufficient, my internet costs would increase, and not enough choice. 13

16 CONSUMER CHART 2 Reasons for watching video What are the primary reasons that you use digital video rather than traditional TV? Base: Respondents who view video online TOTAL Millennials Gen X Boomer Pre-Boomer Seniors More control over when I watch 51% 59% 51% 49% 41% More programming options 44% 54% 43% 31% 21% Less expensive than traditional TV services 31% 4% 33% 21% 27% Fewer ads than TV 29% 28% 3% 33% 3% More freedom where I watch (outside the home) 27% 31% 28% 21% 1% Other 16% 13% 16% 16% 41% Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. CONSUMER GRAPH 7 Reasons for NOT watching video You indicated that you do not watch video online, why not? You indicated that you do not watch video online, why not? 52% No No need need TV TV sufficient sufficient 35% No interest in Internet TV 2% Services too expensive 16% 14% Don t Don t know know how how to do to do it it My Internet costs would increase increase 9% 8% 8% 8% 8% 7% Not enough Difficult to find Internet choice choice available programming to connecnon connection too watch slow available to watch too slow Too Too many many ads ads Source: Marketing Magazine survey, commissioned by Videology, TOTAL Fall 214, % comprised of 1,11 Canadian respondents. No No interest in Don t Don t have have the watching in watching TV right the technology right to access TV technology to access 1% Other 14

17 THE CANADIAN CONSUMER cross-screen VIEWING Interestingly, despite the increase in video viewership, the time that Canadians spend with traditional TV remains high. In fact, collective research suggests that rather than substituting one medium for another, consumers are simply increasing their overall time spent with media. In some cases, this increase is the result of new access to media in locations and at times when media consumption would have been impossible previously. In other instances, this increase is due to simultaneous usage on different screens. Time spent Viewing In many ways, TV is still king. Canadians are watching more traditional television than any other kind of programming, spending 14.3 hours on average watching live television, and an additional 4.2 hours watching recorded shows. And while it s clear that Canadians love TV content, they are now spending more than 6 hours in the average week consuming that content via the Internet. Time spent viewing original video content, i.e. not created for television, is still relatively low. This will likely increase as more quality, made-for-video programs become available. On average, Canadians are spending 3.6 hours with streaming video services, such as Netflix. These services generally include both original programming, as well as TV shows and movies. In terms of when consumers are viewing content, both traditional TV and video consumption follow the same daypart pattern. Viewing is relatively low in the morning (the peak time for general internet usage), gradually increases throughout the day, and peaks in the traditional evening primetime viewing period. (Graph 9.) 15

18 CONSUMERS GRAPH 8 Weekly Viewing Hours Please indicate how many hours per week do you typically do any of the following? Watching original online video (non-tv programming) Watching snippets TV/movies streamed on sites like YouTube Watching streaming services (i.e. Netflix) Watch personally recorded TV content (i.e. DVR) Watch internet TV (TV programming/movies watched via Internet) Watch traditional/broadcast TV Hours Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. CONSUMER GRAPH 9 Viewing by Daypart What time do you most frequently engage in the following activities? 3% 25% 2% 15% 1% 5% Before 9AM 12PM to 2PM 4PM-Before 6PM 8PM Before 1PM Using the Internet Watching Digital Video on Computer/Mobile Devices Watching Digital Video on TV via Internet Watching Traditional Television Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. 16

19 THE CANADIAN CONSUMER Shifting consumption patterns As we stated in the Intro section, very few Canadians say that they are doing less of anything when it comes to media consumption! As shown, when asked how their media usage had changed compared to a year ago, upwards of 25% said they consumed more across every media type listed (Graph 1.) More respondents (37%) said that they were watching more internet TV (TV programming watched over the internet) than any other category. In all categories involving video viewing, upwards of 2% of Millennials say that they are consuming much more than a year ago. In general, Boomers and Pre-Boomer Seniors are showing the lowest increases in media consumption. This is not to say, however, that they are not already strong viewers of traditional/broadcast TV, as most research indicates. The only categories with over 1% of respondents saying that they were watching less than a year ago were traditional/broadcast TV (18%) and TV content recorded via DVR (11%). When looked at by age group, it becomes clear that Milllennials are by far the most voracious consumers in terms of growing media consumption. In fact, more than 1% of Millennials say that they are watching much more content across every media category (including traditional television). 17

20 CONSUMER GRAPH 1 Change in Viewing Consumption How has your usage of the following changed compared to a year ago? How has your usage of the following changed compared to a year ago? % 34% How has your usage of the following changed compared to a year ago? 34% 39% 31% 48% 29% 3% 29% 31% 32% 31% 27% 28% 26% 23% 37% 39% 23% 39% 24% 25% 41% 25% 34% 29% 31% 34% 3% 29% 31% 32% 35% 18% 31% 27% 28% 23% 26% 11% 8% 25% 23% 24% 25% 6% 6% 8% 6% 7% 9% 18% 6% 6% 8% 8% 11% 9% Watch Watch Internet internet TV TV (TV Watching streaming Watching snippets TV/ Accessing the the Internet inter- Accessing Accessing the 6% Internet the Watch tradiponal/ traditional/ 7% Watch personally Watching original Original programming/movies (TV services (i.e. Netflix) NeFlix) Movies TV/movies streamed on net via via Smartphone smartphone internet via tablet via tablet watched movies via watched Internet) on sites sites like like YouTube Watch via Internet) TV (TV Watching streaming Watching snippets TV/ Accessing the Internet Accessing the Internet programming/movies watched via Internet) services (i.e. NeFlix) Movies streamed on sites like YouTube via Smartphone via tablet 35% More Same Less NA % 48% Broadcast broadcast TV Watch tradiponal/ Broadcast TV 39% recorded recorded TV content TV 41% Online online Video video (non- TV content (i.e. (i.e. DVR) DVR) TV programming) Watch personally Watching Original recorded TV content Online Video (non- TV (i.e. DVR) programming) More Same Less NA % Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. CONSUMER GRAPH 11 Change in Viewing by Age Group Those viewing Those MUCH viewing MUCH MORE MORE compared compared to a to year a year ago? ago? Those viewing MUCH MORE compared to a year ago? 3 26% % 21% 21% 25 2% 2 17% 21% 21% 2% 16% 2 17% 14% 15 13% 16% 11% 13% 14% 11% 11% 11% 11% 15 1% 11% 12% 1% 9% 1% 1% 11% 11% 11% 11% 11% 9% 1 1% 11% 12% 8% 8% 1% 9% 1% 1% 8% 1 8% 6% 8% 9% 6% 5% 6% 7% 8% 6% 4% 6% 4% 4% 5% 6% 6% 7% 4% 5 2% 6% 3% 5 4% 2% 1% 2% 2% 1% 2% 2% 4% 4% 4% 3% % % Watch Internet Watch TV internet (TV programming/ TV Watching Watching streaming snippets Watching TV/Movies snippets streamed Accessing the internet Accessing the Accessing Internet the via tablet Watch traditional/ Watch personally Watch personally recorded TV Watching content original movies watched (TV programming/ via Internet) services (i.e. Netflix) on sites TV/movies like streamed YouTube via smartphone internet via tablet broadcast TV recorded (i.e. DVR) TV online video (non- Watch Internet TV (TV programming/ Watching snippets TV/Movies streamed Accessing the Internet via tablet Watch personally recorded TV content movies watched on sites like YouTube content (i.e. DVR) TV programming) movies watched via Internet) on sites like YouTube (i.e. DVR) via internet) Total % Millennials % Gen X % Boomer % Pre- Boomer Seniors % Total % Millennials % Gen X % Boomer % Pre- Boomer Seniors % Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. 18

21 THE CANADIAN CONSUMER cross-screen usage Simultaneous viewing AND THE SECOND SCREEN Despite the large percentage of Canadians who say that they are viewing more TV and video in different ways, the fact remains there are a finite number of hours available in a given day. So how are consumers making time for all of this increased media consumption? In many instances, the answer is simultaneous viewing across multiple devices, or what has become known as second-screening. In fact, over half of all Canadians say that they use an internet-connected device on a daily basis while watching TV. (Graph 12.) And among Millennials, that percentage jumps to 65%. The majority of consumers are using their laptop as the second-screen, however, smartphones, tablets and even desktop computers all received significant mentions. It is likely that as tablet ownership increases, which is now at 38%, so too will its use in second screening. So what are consumers doing on the second screen while watching TV? While 38% are accessing content related to the television content, an equal percentage (39%) are accessing unrelated entertainment content the age of multitasking is here! An interesting fact for television advertisers is that 2% of consumers say that they are using the second screen to search, browse or buy the products being advertised on TV. Clearly, the second-screen now offers brands an important opportunity for additional interactivity and engagement with consumers. 19

22 CONSUMER GRAPH 12 Frequency of SECOND-Screening How How o%en o%en would would you you say say you you use use an an internet- connected internet- connected device device (i.e. (i.e. tablet, phone, etc.) at the same <me as you are watching tradi<onal How often tablet, How would o%en phone, would you etc.) say you at you the say same you use use <me an an internet-connected as internet- connected you are watching tradi<onal device (i.e. at the tablet, phone, etc.) at the same TV? <me as you are watching tradi<onal same 8 8 time as you are 65 watching traditional TV? TV? TV? % % 44 53% % % 18% 8 2% 7 18% % 8% 7% 7% 9% 1% 2 2% % % % % % TOTAL % Millennials Millenials % Gen % X Boomer % Pre- Boomer Pre-Boomer Seniors % TOTAL Millennials Daily (NET) Weekly Gen (NET) X Monthly Boomer (NET) Pre- Boomer Seniors Daily (NET) Weekly (NET) Monthly (NET) TOTAL Millennials Gen X Boomer Pre- Boomer Seniors Source: Marketing Magazine survey, commissioned Daily (NET) by Videology, Weekly Fall 214, (NET) comprised Monthly of 1,11 (NET) Canadian respondents. CONSUMER GRAPH 13 CONSUMERS GRAPH 4. What devices do you use when watching tradi3onal TV? Which devices do you use when watching traditional TV? VIEWING LOCATION Laptop Devices Used for SECOND-Screening Smartphone 33% Desktop 3% Tablet 26% Other 11% Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. 5% CONSUMER GRAPH 14 ACTIVITIES ON SECOND SCREEN What ac'vi'es do you do on the second device? CONSUMERS GRAPH 4. What activities do you do on the second device? VIEWING LOCATION 39% 38% 29% 21% 2% 14% 3% 2% Access other unrelated Access content related to Search/browse/buy Write posts, messages or Search/browse/buy Write posts, messages or entertainment content products unrelated to TV communicate online products adveresed on TV unrelated to program Access other unrelated entertainment content Access TV program content related to TV program Search/browse/ buy products unrelated to TV Access other unrelated entertainment content Search/browse/ buy products advertised on TV communicate Write posts, online related messages to program or communicate online related to program Play games Play games Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. Check s Check s 2

23 THE CANADIAN CONSUMER viewing Experience & Advertising preferences Despite the negative connotations that sometimes surround advertising interruptions or perceived clutter, the vast majority of Canadians across all age groups prefer the advertising versus paid subscription model when it comes to accessing digital content. Moreover, the vast majority are also satisfied with their overall programming experience in terms of programming choice and quality.bo 72% of Canadians prefer to access free, ad-supported digital content. (Graph 15.) This is related to the point that 48% strongly consider costs when choosing what to watch and how to watch it. (Graph 16.) Yet, despite their acceptance of advertising, consumers are split on whether it is acceptable to track online behaviour to improve the relevancy of ads. Among respondents, 45% agree it is acceptable, while 55% say that it is not. Generationally, however, Millennials are much more likely to say behaviour tracking is acceptable (56%) than Seniors (24%). (Chart 3.) In general, Canadians are also quite happy with their viewing choices (81%), yet remain covetous of the choices available to those in the U.S.(78%). Younger consumers (85%) are more likely than Seniors (65%) to say that they would like the same level of choice as U.S. consumers. (Chart 3.) In addition, younger viewers (8%) are the most likely to change the way they watch video in order to get a better quality image. CONSUMERS How would you prefer to access digital GRAPH video content? 4. CONSUMER GRAPH 15 Advertising vs. Subscription Models 1 How would you prefer to access digital video content? VIEWING LOCATION % % % % % TOTAL Millennials Millenials Gen X Boomer Pre- Boomer Pre-Boomer Seniors Pay to access with no advergsements Access free with advergsements 21

24 CONSUMER GRAPH 14 Attitudes Toward Advertising Experience Thinking about your media usage, please indicate how strongly you Thinking about agree or your disagree media with usage, the usage, please following please indicate statements? indicate how strongly how you strongly you agree agree or disagree or disagree with with the the following statements? statements. 55 It is acceptable to track my behaviour online in order to direct on- line ads best 28 fiied to my interests 14 55% It is acceptable to track It my is behaviour acceptable online to track in order my to behaviour direct on- line online ads best in 28% 45 order to direct fijed to online my interests ads best fitted to my interests 14% 27 45% 9 If the quality of image is beier, I will change the way I view videos 24 27% If the quality of image is better, 9% 73 If the quality of image is bejer, I will change the way I view videos I will change the way I view videos 24% 22 73% I wish I had the level of choice available to consumers in USA as far as TV/ 8 video goes 22% 34 I wish I had the level of choice I wish available I had the to level consumers of choice in USA available as far as TV/ to 8% 78 consumers video goes in U.S. as far as TV/ video goes 34% 19 78% 5 I feel I have an abundance of choices as a media consumer 19% 31 I feel I have an abundance of 5% I feel I have an abundance of choices as a media consumer 81 choices as a media 31% 13 81% 6 I consider the costs when choosing what to watch and how I watch it. 13% 48 I consider the costs when choosing 6% I consider the costs when choosing what to watch and how I watch it. 87 what to watch and I it 48% % 9 1 Disagree (NET) % Strongly Disagree % 1 2 Strongly 3 Agree 4 % 5 Agree 6 (NET) 7 % Source: Marketing Magazine Disagree survey, (NET) commissioned % Strongly by Videology, Disagree Fall % 214, Strongly comprised Agree of 1,11 % Canadian Agree respondents. (NET) % CONSUMER CHART 3 Attitudes Toward Advertising by age group Base: All Respondents answering AGREE (NET) TOTAL Millennials Gen X Boomer Pre- Boomer Seniors I consider the costs when choosing what to watch and how I watch it. 87% 89% 87% 87% 8% I feel I have an abundance of choices as a media consumer 81% 81% 82% 83% 8% I wish I had the level of choice available to consumers in U.S. as far as TV/ video goes 78% 85% 84% 72% 65% If the quality of image is better, I will change the way I view videos 73% 8% 76% 66% 49% It is acceptable to track my behaviour online in order to direct online ads best fitted to my interests 45% 56% 48% 32% 24% Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. 22

25 THE CANADIAN CONSUMER Three year outlook As the previous pages show, the majority of Canadian consumers are already embracing video viewing across a variety of devices. In terms of video usage, however, it appears that we are still on the upside of the growth curve. When asked about their expected viewing patterns over the next three years, approximately one-quarter to one-third of consumers expected to spend more time watching video on the big four connected devices: computers, smartphones, tablets and connected TVs. Expected shifts in Viewing Across the entire respondent base, the majority of consumers said they expected their viewing on each device to remain about the same over the next three years. But it s not a flat story by any means. A significant number, in the range of 22-28%, expect their viewing to increase across the major connected devices currently available. And another 16% expected their viewing of traditional TV via cable or satellite to increase as well. (Graph 17.) This story varies dramatically by age group, however, as seen in Chart 4. There is a clear inverse relationship between age and expected viewing increases. Upwards of 3% of Millennials expect to watch more video on most devices over the next three years, while the percentages of Seniors expecting to watch more seldom top the single digits. Gen X s responses skew closer to Millennials, while Boomers expected increases were more closely aligned with those of the Seniors. In some ways, we are seeing a bifurcated population, with those under 5 years voraciously embracing the new video options, and those over 5 years adopting change more slowly. 23

26 CONSUMER GRAPH 17 Expected Viewing Changes In your opinion, how will your time spent viewing videos on In your opinion, how will your.me spent viewing videos on the the following following devices devices change change over over the the next next 3 years? 3 years? 56% 56% 55% 56% 58% 56% 28% 26% 25% 23% 23% 22% 17% 18% 19% 21% 19% Laptop computer Smart TVs, TVs, i.e., i.e., TVs with TVs a with direct a internet direct connecbon internet connecaon connection 62% 22% 18% 21% 16% Tablet Desktop computer Smartphone Television set via set an Other types of internet via an connected internet yet devices to be idenafied yet idenbfied to be device, connected e.g., Apple device, TV, identified Roku, XboxOne e.g., Apple TV, 57% 27% Television set, antenna via antenna or cable/ or satellite cable/satellite provider provider Other types of devices Television set, via an Increase (NET) % Stay the same % Decrease (NET) % Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. CONSUMER CHART 4 In your opinion, how will your time spent viewing videos on the following devices change over the next 3 years? Increase (NET) Total Millennials Gen X Boomer Pre-Boomer Seniors Laptop computer 28% 36% 31% 2% 3% Smart TVs, i.e., TVs with a direct internet connection 26% 31% 26% 21% 16% Tablet 25% 33% 27% 16% 8% Desktop computer 23% 29% 24% 17% 12% Smartphone 23% 33% 23% 12% 1% Television set via an internet connected device, e.g., Apple TV, Roku, XboxOne 22% 27% 24% 15% 9% Other types of devices yet to be identified 18% 24% 17% 11% 6% Television set, via an antenna or cable/satellite provider 16% 18% 17% 13% 8% Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 1,11 Canadian respondents. 24

27

28 THE CANADIAN MARKETER

29 THE CANADIAN MARKETER video advertising perspectives From the perspective of marketers, consumers adoption of new media and connected devices is expected to grow rapidly in the coming three years. Ironically, though, marketers adoption of strategies and programs to run advertising on these screens is not as aggressive. While they appear eager to embrace these new channels, few of those surveyed had a deep understanding of the tools and technology currently available to help reach consumers along this new multi-screen, multi-device media path. expected Video growth The vast majority of marketers believe consumers time spent viewing video on connected mobile devices like Smartphones and Tablets will grow strongly over the next three years (Marketer Graph 1.) Meanwhile, 38% of marketers predict a decrease in consumers time spent viewing video on a desktop, and 74% predict a decrease in time spent watching linear television. This is in contrast to the consumers themselves, who mostly think viewership of these devices will remain the same (Consumer Graph 17.) Comparing these results to the same question for consumers, it s clear that marketers are more bullish in their predictions. (Marketer Graph 2.) For example, while only 23% of consumers expect their video viewing on Smartphones to increase, a very large majority (84%) of marketers believe viewing on Smartphones will grow; the same holds true for Tablets, where 25% of consumers expect growth, while 8% of marketers expect growth. Marketers strong belief in the future growth of new media and connected devices suggests that they see plentiful opportunities ahead for marketing on new screens. 27

30 MARKETER In GRAPH your opinion, 1 Expected how will Video consumers Growth 3me spent viewing In your videos opinion, on the how following will consumers devices change 3me spent over viewing the next 3 years? In your videos opinion, on the following how will devices consumers change over time the spent next 3 viewing years? 84 videos 9 on the following 8 devices 8 change over the next 3 years? % 63 8% 8% % 5 63% 61% % % % 13% 13% n= % Smartphone 3% Tablet 6% Smart TVs, 6% i.e., Other types of Television set Desktop 4% TVs with a devices yet to via an internet n=95-14 Smartphone Tablet Smart TVs, i.e., direct Other internet types of of be Television idencfied set connected Laptop Laptop computer TVs TVs with with a direct a conneccon devices yet to to via via an internet device, computer e.g., direct internet internet be be idendfied identified connected connected device, Apple TV, connecdon connection device, e.g., Apple e.g., TV, Roku, XboxOne Roku, Apple XboxOne TV, Laptop computer Desktop computer computer Television set, via an antenna or cable/satellite or satellite provider provider Increase (NET) Roku, XboxOne Decrease (NET) Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 14 Canadian senior-level marketers. Increase (NET) Decrease (NET) MARKETER GRAPH 2 Expected Video Growth Consumer Comparison CONSUMERS GRAPH 4. Television set, via an antenna or cable/ satellite provider In your opinion, how will time spent viewing videos on, r how opinion, will.me how In spent your will.me opinion, viewing In your spent how videos opinion, viewing In your will on.me how opinion, videos the spent will on.me how viewing the In your will spent.me videos opinion, viewing spent on how videos the viewing In your will on.me videos opinion, the spent on how the viewing will.me videos spent on th vi devices following change devices the over change following the next over following devices 3 the years? next change following devices change 3 years? VIEWING over change devices over the LOCATION next over change the following 3 the years? next over devices 3 the years? next change following 3 years? over devices the next change 3 years? over th In your opinion, how will.me spent viewing videos on the % 9 84% following 9 devices 84% change 84% over 9 the 84% next 3 years? 84% 84% % 8% 8% 8% 8% 8% 8% 8% 8% 8% % 63% 61% 63% 61% 63% 61% 61% 63% 63% 61% 63% % 49% 49% 49% 49% % 26% 28% 3 26% 28% 28% 23% 23% 28 22% 25% 26% 28% 28% 25% % 23% 23% 25% 26% 3 26% 23% 23% 23% 25% 3 22% 23% 23% 23% 22% 23% 23% 22% 25% 23% 23% 22% 23% 25% 23% 23% 22% 23% % 25 16% 23 18% % 22 16% 18% % 18% % 18% 2 16% % 4% 1 4% 4% 4% 1 4 t ablet TVs, i.e., TVs Desktop Laptop Tablet computer Desktop Laptop Smartphone TVs, computer i.e., TVs Television Smart Laptop Smartphone Tablet TVs, computer set i.e., via TVs an Other Television Smart Desktop types Tablet TVs, TVs, computer of set i.e., devices i.e., via TVs an Television Other Desktop Laptop Other Smartphone types Tablet set, types computer of via devices of an Television Desktop Smart Smartphone TVs, computer set, i.e., via set TVs an an Other Television Laptop Smartphone types Tablet computer set of of devices via an Other Television Smart Desktop Desktop types TVs, computer set, of i.e., via devices via TVs an an Other Television Smartphone types Tablet set, of devices set, via an Television Desktop computer set, via an Other Smartphone types of dev with a a direct internet internet with a direct connected internet with yet internet to a be direct idenbfied connected internet antenna yet to be or idenbfied cable/ with internet antenna a direct connected or internet cable/ yet internet yet to to be be connected idenbfied with internet yet antenna to a direct be connected or idenbfied or cable/ internet yet antenna to be idenbfied or cable/ internet antenna connected or cable/ yet to be idenbfi Laptop computer Smart TVs, i.e., TVs TVs with a direct Tablet devices Desktop yet computer to via an Smartphone Television set via an Other computer types of devices via Television an antenna connecbon device, connecbon e.g., Apple TV, device, connecbon e.g., Apple TV, satellite provider device, satellite connecbon e.g., provider Apple TV, TV, device, e.g., Apple TV, device, satellite connecbon e.g., provider Apple TV, satellite provider set, via an device, satellite e.g., provider Apple TV, Roku, XboxOne with a direct internet Roku, internet XboxOne be identified connected Roku, XboxOne device, Roku, internet XboxOne connected Roku, yet to XboxOne be idenafied or antenna cable/satellite or Roku, XboxOne connecaon connection e.g., Apple TV, device, e.g., Apple TV, satellite provider provider Roku, XboxOne Roku, XboxOne Marketers ecbng Increase ExpecBng % Increase Consumers Marketers % ExpecBng Consumers Marketers Increase ExpecBng Marketers % Increase ExpecBng Consumers % Increase ExpecBng Consumers Marketers % Increase ExpecBng Consumers % Increase ExpecBng Marketers % Increase ExpecBng Consumers % Increase ExpecBng % Increase Consum % Marketers ExpecAng Increase % Consumers ExpecAng Increase % Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 14 Canadian senior-level marketers. direct internet onnecbon 28

31 THE CANADIAN MARKETER video advertising perspectives video advertising Adoption Surprisingly, despite being very bullish about the growth of connected new media devices, it does not appear that marketers have strong strategies set for reaching consumers on these channels. A full 5% of marketers say that while digital video is part of their day-to-day work, they do not have a video advertising strategy in place. (Marketer Graph 3.) Meanwhile, 42% say they have an informal strategy in place, and only 8% say they have a formal, company-wide strategy. Among those who have strategies set, there is a diversified use of video advertising across all connected devices. Close to half of respondents report advertising in video on tablets and smartphones, and a larger percentage report running video advertising on more traditional desktops. (Graph 4.) In some cases, there is a disconnect between the perceived usage of a device and the advertising being done on the device. For example, while 61% of marketers expect consumer usage of TVs with connected devices to grow, and 8% expect Smart TV usage to grow, (Marketer Graph 1) only 9% and 26% respectively advertise on these devices. (Marketer Graph 4.) The research suggests that while they predict a growth in consumers usage of these devices, their advertising strategies and approaches still have some catching up to do. 29

32 MARKETER GRAPH 3 video STRATEGy As far as you know, As far does as you your know, company does your have company a digital have a video marketing digital strategy video to marke9ng assist in reaching strategy to consumers? assist in reaching consumers? No, but we work in No the but area we and work it s part in the of our area day-to-day and it s actions part of our day- to- day acfons 5% Yes but Yes, it s but more it s more informal 42% Yes we have a formal, company- wide Yes, we have a formal, company-wide strategy strategy 9% Source: Marketing Magazine survey, commissioned by Videology, Fall TOTAL 214, comprised % of 14 Canadian senior-level marketers. MARKETER GRAPH 4 Video Platforms for Advertising Typically speaking, what type of video platforms does your company advertise on? Typically speaking, what type of video pla6orms does your company adver:se at?* Connected TV via Connected separate TV via device separate (Roku, device Xbox, (Roku, etc) Xbox, etc) Pay TV Pay TV Connected TV Connected (internet- enabled) TV (internet-enabled) Wireless Home Wireless Internet home internet Tablet Tablet Smartphone Smartphone Laptop Notebook Laptop notebook Desktop Computer Desktop computer 9% 1% 26% 32% 41% 42% 45% 56% Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 14 Canadian senior-level marketers. TOTAL 3

33 THE CANADIAN MARKETER video advertising perspectives SECOND SCREEN While second-screening has become the norm for most consumers, especially Millennials, it seems that few marketers have strategies in place to take advantage of the behaviour, and many do not know the meaning of the term. When asked about their familiarity with the idea of second-screen viewership, 68% of marketers were unfamiliar with the concept. (Marketer Graph 5.) Of those marketers who have heard of second-screening, over 9% say they have not developed a strategy to reach second screen customers. (Marketer Graph 6.) These numbers show a disconnect between consumer habits and the advertising strategies to reach them, as 71% of consumers (and 85% of Millennials) report second-screening at least once a week. (Consumer Graph 12). It appears there is a powerful opportunity for marketers to reach the underserved, second-screen audience. Cross-screen strategies are especially important since 2% of consumers use the second screen to interact with products being advertised on TV. (Consumer Graph 14.) 31

34 MARKETER GRAPH 5 Second-Screen Familiarity How familiar are you with the concept of second-screen How familiar viewers? are you with the concept of second screen viewers? 8 68% % Familiar (NET) Unfamiliar (NET) Source: Marketing Magazine survey, commissioned by Videology, TOTAL Fall 214, comprised of 14 Canadian senior-level marketers. MARKETER GRAPH 6 Second-Screen Strategies Have you ever developed a strategy to reach second-screen consumers? Have you ever developed a strategy to reach second screen consumers? YES 9% 91% NO Yes Source: Marketing Magazine survey, commissioned by Videology, Fall 214, comprised of 14 Canadian senior-level marketers. No 32

35 THE CANADIAN MARKETER CHALLENGES WITH VIDEO ADVERTISING So why don t marketers have firm strategies in place to reach consumers in the places they know they can be found? What is holding them back? Although successful measurement seems to be a common concern, the other responses are varied, ranging from lack of sufficient reach or frequency, to a lack of understanding about inventory quality. All answers suggest there is an opportunity for more education in the area of multi-screen and multi-device advertising. Biggest challenges holding marketers back When asked about the biggest challenges they face today, nearly half (48%) of marketers cited the ability to measure campaign performance. (Marketer Graph 7.) Following the ability to measure, the most common challenges cited were measurement specifically across multiple screens or devices (37%), the ability to achieve sufficient reach (36%) and the ability to evaluate quality placements. (34%.) 18% of marketers say measurement is the single biggest challenge they face today (Marketer Graph 8.), followed by the ability to understand their target s behaviours (11%) and ability to target (11%). 33

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