At the 2016 Association of National Advertisers Masters of Marketing Conference in Orlando, Florida, Yahoo presented research into the opportunities for advertisers through live video. In this post, we look at the unique characters who can’t be met through traditional television.
We live in an era where media can be consumed in many ways, on a variety of devices. The DVR changed the face of television, enabling consumers to time-shift their viewing and zip through commercials.
The internet offers top-quality media content that can be accessed anywhere, but as video viewership continues to increase across digital devices, the thirst for live content is also growing.
How can brands reach an engaged audience willing and eager to view their advertising alongside this unique media experience?
Beyond merely getting eyeballs on their campaigns, what is the best method to influence their hearts and minds, and consistently increase brand perception and bottom-line sales?
As it turns out, in a modern world where many consumers practically live their lives through their digital devices, the solution lies in a concept that predates all electronics: the power and attraction of the live event — the must-see communal gathering that simply cannot wait to be viewed later.
Whether you're watching presidential debates or your favorite sports matchup, there's no denying the impact that watching live and in the moment creates. That eagerness for a live connection hasn’t changed, even as the ways in which consumers’ viewing behavior and options evolve. This combination of a desire for live interaction and greater choice in how events are viewed has led to higher consumer expectations.
Many of us expect to be able to live stream concerts, news, financial events, sports and other content seamlessly on any device we choose, and to be able to carry these events with us as we move along our day.
For advertisers, this new paradigm has driven budgets to shift into online video and events that consumers consider important to view live to view live: major sporting events, news, political events, and more.
According to Ad Age, ad spending on general entertainment programming on the Big 4 TV networks actually declined between 2011 and 2015, but during that same period spending on live sports increased by nearly +40%, now representing +37% of the Big 4 networks’ (ABC, NBC, CBS, and Fox) total revenue.