Video Ads :After Mary Meeker, the legendary venture capitalist at Kleiner Perkins Caufield & Byers and former Wall Street securities analyst at Morgan Stanley, presented her 2015 Internet Trends Report last year, I selected the ‘12 Slides that Every Video Marketer Should Read Right Now‘. Meeker has just released her 2016 Internet Trends Report, and marketers of all disciplines should take time out to read the findings.
#1 The Types of Video Ads that Work
Meeker said video ads that work are authentic, entertaining, in-content, and often brief. She showed two Snapchat ads as examples. The first, a Spotify 10-second ad in Snapchat Live Stories and Discover, got 26 million views and provided more than a 30% lift in subscription intent, making it two times more effective than typical mobile channels. The second, a Furious 7 10-second ad in the Ultra Music Festival Miami Live Story, got 14 million views and generated over three times the attendance among target demo for Snapchatters vs. non-Snapchatters for the opening weekend box office.
#2 The Evolution of Video Consumption
Meeker also talked about the evolution of video viewing over the past 90 years. (In 1926, John Logie Baird, a Scottish inventor, gave the first public demonstration of a true television system in London.) And she broke the eras of video viewing into Live (linear), or traditional TV (1926); on-demand, or DVR/streaming (1999); semi-live, or Snapchat Stories (2013); and real-live, or Periscope plus Facebook Live (2015/2016). It’s worth noting that her slides don’t mention Virtual Reality (VR), which is surprising considering the size of the investments that both Google and Facebook are making in this area.
#3 User-Shared Video Views on Snapchat & Facebook
Meeker also said the usage, sophistication, and relevance of video continues to grow rapidly. To illustrate this, she showed a slide of Facebook’s daily video views growing from 1 million in Q3 2014 to 8 million in Q3 2015. The slide also showed Snapchat’s daily video views have grown from 1 million in Q4 2014 to 10 million in Q1 2016. But, it’s also worth noting that her slides don’t mention that different video platforms count “views” in different ways or that many video marketers now think “watch time” and “engagement” are better metrics than “views.”
#4 20 Million Snapchatters View Live Stories Each Day
Meeker presented several more slides about Snapchat. One mentioned that 10-20 million Snapchatters view Live Stories each day and that more users watched college football and the MTV Music Awards on Snapchat than watched the events on TV. It also mentioned that 70 million Shapchatters view Discover each month and that the top performing channels 6-7 minutes per Shapchatter per day. Now, Kleiner Perkins Caufield & Byers invested $20 million in Snapchat back in August 2014. But, even I’ve included Snapchat in recent presentations, so Meeker’s latest slides appear fair and balanced to me.
#5 Facebook Live and User-generated Content
Meeker also presented some more slides about Facebook Live. She said this new paradigm for live broadcasting was enabling raw, authentic, user-generated content (UGC), which can increase consumer viewing by new orders of magnitude. As an example, she showed Candace Payne in a Chewbacca Mask on Facebook Live. As Carla Marshall has already reported, this is the most viewed Facebook Live video with more than 154.9 million views. Kohl’s, which is mentioned two times in the video, went on to become the leading app in the US iOS App Store. Oh, and demand for the Chewbacca mask rose dramatically.1
#6 Milestone Year for ‘Traditional’ Live Streaming on Social Networks
Meeker predicted that 2016 would be a milestone year for “traditional” live streaming on social networks. And she presented a hypothetical mock-up of an NFL live TV broadcast of Thursday Night Football on Twitter, which is scheduled to debut in the fall of 2016. She called the integration of live broadcast, analysis, scores, replays, notifications, and social media tools the “complete sports viewing platform. Now, Kleiner Perkins Caufield & Byers invested $200 million in Twitter back in December 2010. But, don’t you think Twitter deserves to be mentioned on a couple of slides?
#7 There are 3 Billion Global Internet Users
There are now 3 billion global internet users, which represents 42% penetration of the world’s population. But the flashing red light for video marketers is that the growth rate has slowed to 9% year over year, or 7% if you exclude India. The “net, net,” according to Meeker, is that “easy growth (is) behind us.” Why? It’s going to be harder to garner new internet users in less developed countries because, by and large, they’ve … developed. So, video marketers, who have sailed with the wind at their backs over the past decade, will now need to adjust to slower growth going forward.
#8 India Internet Users = 277MM @ 22% Penetration
The biggest exception to the slower growth trend is India, where growth has accelerated to 40% year over year. In fact, at 277 million internet users, India has passed the United States to become the second-largest market behind China. That’s why the opening of YouTube Space Mumbai in December 2015 was so strategic. And that’s why the rejection of Facebook’s Free Basics platform by the Telecom Regulatory Authority of India (TRAI) was an equally important development. Unless the Great Firewall of China comes down, India is going to be the biggest global opportunity for video marketers.
#9 USA Internet Advertising Growth is Accelerating
In contrast to slower growth in global internet users, US internet advertising growth is accelerating to 20% year over year. Driving this is a 66% leap in mobile advertising in 2015 vs. 2014. This explains why YouTube’s chief executive, Susan Wojcicki, has said her top three priorities are: “mobile, mobile, and mobile.” It also explains why Mark Zuckerberg, Facebook’s CEO, and Sheryl Sandberg, Facebook’s COO, mention mobile so frequently during the company’s quarterly earnings conference calls. Why are both video platforms so focused on mobile? Why did Willie Sutton rob banks? That’s where the money is.
#10 Google + Facebook = 76% Share of US Advertising Growth
How are “others” doing? Well, Google and Facebook’s combined share of internet advertising growth in the US is 76% — and rising. “Others” grew 13% year over year from a medium-sized base, while Google grew 18% from a larger base, and Facebook grew 59% from a smaller base. I know, some brands and agencies have the mistaken impression that Facebook rivals Google and surpasses YouTube in traffic. But, according to Alexa’s global rankings, Google.com is #1, YouTube.com is #2, and Facebook.com is #3. Even in Alexa’s US rankings, Google.com is #1, Facebook.com is #2, and YouTube.com is #3.
#11 Advertisers Remain Over-committed to Traditional Media
Another myth that needs to be busted is that the budget which should be going to digital advertising is currently being spent on TV ads. Yes, 39% of the ad spend is going to TV, compared to 36% of the time spent in that medium. But that’s round-off error compared to the 16% of ad spend going to print, compared to the 4% of time spent in that medium. So, the next time that video marketers make the case for moving more dollars into mobile, which currently gets only 12% of the budget, but 25% of the time spent, maybe they’ll be more successful by comparing that to newspapers and magazines.
#12 420 Million Active AdBlock Software Users
Unfortunately, both mobile web and in-app ads can now be blocked. According to PageFair, at least 419 million people (22% of the world’s 1.9 billion smartphone users) are blocking ads on the mobile web. PageFair estimates there are 159 million users of mobile adblocking browsers in China, 122 million in India, and 38 million in Indonesia. By comparison, there are only 14 million monthly active users of mobile ad blocking browsers in North America and Europe. So, Meeker sounded a call-to-arms for brands and agencies to start creating better ads, especially in the Asia-Pacific region.
About the only major video platform that was under-represented in Meeker’s presentation was YouTube. It was mentioned once as one of the most commonly used apps in the US. And that’s ironic, because Kleiner Perkins Caufield & Byers and Sequoia Capital paid $25 million for 20% of Google back in 1999. But, she covered a ton of other topics. So, I’ll cut Meeker some slack even though she didn’t mention the YouTube VR app forDaydream, Google’s platform for high-quality mobile virtual reality, which was announced in May 2016 at Google I/O. Hey, there’s always next year.