IGNITION 2016: You Missed Mobile — Don't Miss Immersive Video
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Transcript of IGNITION 2016: You Missed Mobile — Don't Miss Immersive Video
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P R O V I D I N G I N - D E P T H I N S I G H T ,D A T A , A N D A N A L Y S I S O F
E V E R Y T H I N G D I G I T A L .
YOU MISSED MOBILE —
DON’T MISS IMMERSIVE VIDEO
DY L A N M O R T E N S E N ,S E N I O R R E S E A R C H A N A LY S T
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WE NEED TO TALK
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$27.5
$14.2
$3.4$9.9
$32.8
$17.4
$5.7$9.7
USDigitalAdRevenue Google Facebook EveryoneElse
1H2015 1H2016+19%
+23%
+68%-2%
THE DIGITAL AD SPACE IS MURKY
U S D I G I TA L A D R E V E N U E , B I L L I O N S ( $ )
Source: IAB, Facebook, Google, Digital Content Next
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CONSUMERS AREN’T SEEING YOUR ADS
U S D I S P L AY A D R E V E N U E L O S S F R O M A D B L O C K E R S , B I L L I O N S ( $ )
Source: Optimal.com US Ad Blocking Forecast, May 2016
$3.9$5.7
$7.6
$9.8
$12.1
2016 2017 2018 2019 2020
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64%
54%
39%
36%
33%
Adsareannoying/intrusive
AdsdisruptwhatI'mdoing
Adscreatesecurityconcerns
Reducedbandwidthuse
Inappropriatecontent
AND THEY AREN’T ENJOYING THE ONES THEY DO SEE
T O P F I V E R E A S O N S C O N S U M E R S B L O C K A D S
Source: HubSpot Research, July 2016
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WE’RE SEEING A PATTERN
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PEOPLE SHIFTED TO MOBILE
U S M O B I L E C O N S U M E R T I M E S P E N D, % S HA R E O F T O TA L T I M E S P E N T W I T H M E D I A
Source: BI Intelligence Estimates, based on data from PwC, IAB, and eMarketer
20%25%
35%
2014 2015 2016
TimeSpend
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20%25%
35%
7%11%
17%
2014 2015 2016
TimeSpend AdSpend
BUT AD SPEND LAGGED
U S M O B I L E A D S P E N D V S . T I M E S P E N D, % S HA R E O F T O TA L S P E N T O N M O B I L E
How to read: Consumers spent 20% of their media time on mobile devices, but only 7% of ad spend went to mobile in 2014.Source: BI Intelligence Estimates, based on data from PwC, IAB, and eMarketer
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AND PEOPLE SHIFTED TO MOBILE VIDEO
U S M O B I L E V I D E O C O N S U M E R T I M E S P E N D,% O F T O TA L T I M E S P E N T O N O N L I N E V I D E O
34%
46%51%
2014 2015 2016
TimeSpend
Source: Ooyala Global Video Index
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34%
46%51%
24% 23%
42%
2014 2015 2016
TimeSpend AdSpend
BUT AD SPEND LAGGED
U S M O B I L E V I D E O A D S P E N D V S . T I M E S P E N D,% O F T O TA L S P E N T O N O N L I N E V I D E O
How to read: Consumers spent 34% of video time on mobile, but only 24% of online video ad spend went to mobile in 2014.Source: BI Intelligence Estimates, based on data from PwC, IAB, and Ooyala
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THE INDUSTRY IS REACTIVE
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$27.5
$14.2
$3.4
$9.9
$32.8
$17.4
$5.7$9.7
USDigitalAdRevenue Google Facebook EveryoneElse
1H2015 1H2016
+19%
+23%
+68%
-2%
REMEMBER THESE GUYS?
U S D I G I TA L A D R E V E N U E , B I L L I O N S ( $ )
Source: IAB, Facebook, Google, Digital Content Next
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360-Degree Video Augmented Reality (AR) Virtual Reality (VR)
IMMERSIVE VIDEO
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Consum
erAccessib
ility
ImmersionLevel
360-DegreeVideo
AugmentedReality
VirtualReality
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Consum
erAccessib
ility
ImmersionLevel
360-DegreeVideo
AugmentedReality
VirtualReality
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Source: YouTube/FullMag
360-DEGREE VIDEO
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Source: YouTube/Hong Kong Airlines
TRAVEL
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Source: Kiosked, June 2016
9Xlonger viewing time than
traditional display ad.
HONG KONG AIRLINES SAW…
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Source: Kiosked, June 2016
35Xmore effective than traditional
display, with a 4.51%click-through rate.
AND WAS…
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Source: Hilton Hotels and Resorts
TOURISM
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Source: The New York Times
MEDIA
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Source: The New York Times
more than 600,000 initial downloads of its app,
making it the company’s most successful app launch to date.
THE NEW YORK TIMES SAW…
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16.8
13.8
11.4
8.6
8.1
7.8
7.4
6.3
5.4
4.6
3.3
3.0
GMCAcadia
GameofThrones
Deadpool
Zoolander
TheConjuring
McDonald'sandAngryBirds
StarWars:TheForceAwakens
LibertyMutual
BMW
HondaCivic
MarieClaire
Oreo
BRANDS ARE EARNING MILLIONS OF VIEWS3 6 0 -D E G R E E V I D E O V I E W S O N Y O U T U B E A N D FA C E B O O K ,
I N M I L L I O N S
Source: Advrtas, November 2016
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Consum
erAccessib
ility
ImmersionLevel
360-DegreeVideo
AugmentedReality
VirtualReality
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AUGMENTED REALITY (AR)
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Source: Sephora
RETAIL
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Source: DAC Group, 2016
1.6 million downloadswithin the first eight weeks of its
launch.
SEPHORA SAW…
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Source: Complex
FOOD AND BEVERAGE
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Source: Blippar
SNICKERS CAPITALIZED ON THIS THROUGH AR
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Source: CBS Interactive, 2016
67%of executives not currently using AR are considering adopting it.
AUGMENTED REALITY IS IN DEMAND
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Consum
erAccessib
ility
ImmersionLevel
360-DegreeVideo
AugmentedReality
VirtualReality
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Source: Hawaii VR
VIRTUAL REALITY (VR)
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Source: Lionsgate/Otherworld Interactive
ENTERTAINMENT
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Source: Vertebrae, 2016
LIONSGATE SAW…
57%a 57% voluntary replay rateof VR users who came across its
Blair Witch VR ad.
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VIRTUAL REALITY DRIVES MORE…
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…ENGAGEMENT
+27%...elicits 27%
higher emotional
engagement.
Source: Neilsen, YuMe, November 2016
+34%...and 34% longer
engagement periods.
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…AND VIEWS
V I E W -T HR O U G H R AT E S , B Y D E V I C E T Y P E
Source: Immersv, August 2016
0.4%1.0%29.8%
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YES, THERE’S DEFINITELY A LOT OF HYPE
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$86 $238
$787 $703
$2,606
23 41 60 137 152
2012 2013 2014 2015 2016
AmountInvested NumberofDeals
BUT INVESTORS ARE POURING MONEY INTO IT
G L O B A L I N V E S T M E N T I N V R A N D A R C O M PA N I E S , M I L L I O N S ( $ )
Source: CB Insights, July 2016
+271%
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Source: Reuters, 2016
MAJOR COMPANIES ARE BETTING ON IT
In their Q1 2016 earnings,38 companies highlighted VR as part of their business plan. That’s a 375% jump
year-over-year.
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CONTENT IS SKYROCKETING
The global VR content market is expected to grow at a CAGR of
128% from 2016 to 2020.
Source: IDC, Google, Facebook
By 2020, over 20% of commercial media on Facebook will be in a 360-degree format.
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$1,333
$928
$524$365
$67 $47
2016 2017 2018 2019 2020 2021
Stand-alone
PCandgame-console-powered
Smartphone-powered
PRICES ARE DROPPING
Source: BI Intelligence Estimates, based on current headset prices
A V E R A G E S E L L I N G P R I C E F O R E C A S T F O RM A J O R A R /V R HE A D S E T C AT E G O R I E S
$Change
-405
-159
-20
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AND WHILE VR PENETRATION IS STILL LOW, THERE’S LONG-TERM OPPORTUNITY
U S V R D E V I C E P E N E T R AT I O N , % O F C O N S U M E R S W HO HA V E A V R HE A D S E T
Source: Strategy Analytics, July 2016
6%
16%
27%
33%
40%
2016 2017 2018 2019 2020
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84%
8%
3%
3%
2%
Ihaven'thadtheopportunity to
Idon'tseeauseforit
Ithinkitwouldmakemesick
Other
Iwouldn'tlikeit
BECAUSE CONSUMERS HAVEN’T HAD THE CHANCE TO TRY IT YET
HA V E Y O U E V E R T R I E D A V RD E V I C E ?
W HY N O T ?
NO55%
YES45%
n=920Source: BI Intelligence Exclusive Data, October 2016
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Source: Greenlight Insights, 2016
BUT THEY’RE INTERESTED IN IT
74% of consumers expressed interest in travel,
tourism, or adventure VR content.
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Source: Nielsen Media Labs, 2016
AND ARE CONSIDERING PURCHASING IT
One in four consumers aged 18 to 54 are considering purchasing a VR device in the
next year.
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0.78.2
12.017.3
24.4
33.0
42.6
55.1
2015 2016 2017 2018 2019 2020 2021 2022
WHICH WILL DRIVE SHIPMENTS
G L O B A L V R HE A D S E T S HI P M E N T S F O R E C A S T, M I L L I O N S
Source: BI Intelligence Estimates
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THE INDUSTRY IS REACTIVE
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WE’RE SEEING A PATTERN
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WE’RE SEEING A NEW PATTERN
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SO NOW IS THE TIME