Welcome to the Evolution of Video Community!

W E L C O M E T O T H E

EVOLUTION OF V IDEO C O M M U N I T Y

C E N T R I S M A R K E T I N G S C I E N C E

2 ©Centris | Proprietary & Confidential

The Evolution of Video Community: Introduction

OVERVIEW

• Since 2010, Centris has fielded an ABS-driven survey known as the Evolution of Video. The survey reports on consumer trends as they relate to OTT, pay-TV, broadband, wireless use, etc.

• The Evolution of Video Survey draws from 30,000 respondents each quarter and can be used for predictive models and consumer trends.

• In 2013, Centris began development of The Evolution of Video Community (EOVC) is a multi-modal, nationwide research

initiative designed to examine shifting consumer behaviors related to video, wireless, and broadband service. • In addition to the survey, the components include:

– A survey panel of more than 2,000 prequalified respondents

– Proprietary, multi-modal, in-home passive data collection software installed on phones, tablets, computers, etc.

– Multi-platform Facebook survey tool

– Bill submission: Community members submit their voice, video, and data bills – Integration and overlays with other Centris data sources


The Evolution of Video Community: Introduction

APPROACH

• The EOVC combines multiple methodologies to collect from a panel of hundreds of US households – Participants receive software to download on their household devices (laptop, iOS, Android, etc.)

– Centris also delivers a branded router companion

– Incentives vary by level of participation

KEY OUTPUT

• Device inventory of the home and detailed usage patterns (clickstream behavior, video viewing, etc.) that takes place on

the home network and out-of-home on devices that carry the software

• EOVC draws all behavior, with the exception of transaction behavior, but including ad interaction and ad avoidance

• Centris works with major US universities for refined research PRIVACY • No personal or identifiable information is collected

• CASRO code of ethics observed

• Centris uses multiple, secure data storage solutions to guard against hacking or data theft

• Data discarded monthly

BRANDED NETWORK BASED ROUTER COMPANION

• Deployment of pre-configured router to perform

network sweeps

• Complete control of device inventory (timing, frequency)

• Gathers game consoles, smart devices and all in-home usage of software

• Protects user from malware

CENTRIS SOFTWARE • Reset browser on each device to point to a

central web proxy

• Captures URL detail and easy configuration

• Follows mobile devices outside of home network

• Devices are limited to computers, laptops, smartphones and tablets

• Global deployment


Collection Engine

Combines two approaches to capture Internet traffic data on network:

© 2 0 1 5 | P R O P R I E T A R Y & C O N F I D E N T I A L


ANALYSIS & REPORTING: DIFFERENT APPROACHES TO COLLECTION



CENTRAL PROXY


Example of Data with Highlighted IP & Site Visit


One Second Sample of Netflix Data with IP & Site Visit



PATHWAY CASE STUDY

EOVC DATA COLLECTION • EOVC tracks user online behavior across time, geography, websites, platforms and devices • Users provide demographic and device information in surveys, then install software and hardware that collect their

online activity

BENEFITS OF EOVC ANALYSIS • Rich data on browsing pathways

– Multi-branch pathways with device and demographic information – Pathway analysis makes possible real-time PREDICTION of future clicks and advertising segmentation

• Popularity measure of entertainment websites and content

– Score popularity of TV and video content, as well as implications for piracy and revenue – Popularity drives advertising and targeting decisions

INP

UT

User demographics User assessment of Internet habits Clickstream activity Device information Time & geography A

NA

LY

SIS

Pathway ordering Pathway branching Pathway folding

Pathway composition Pathway variables Metrics of popularity on specific platforms

AC

TIO

N

Habit recognition Prediction of video streaming Prediction of ad clicking Segmentation by device OTT-focused analysis


The Evolution of Video Community Collection & Analysis


User 1 : Male – July 7 2014

S O C I A L M E D I A TWITTER

M S N FOX SPORTS

NBA ARTICLES

S E A R C H E S BING SEARCH

P R O F E S S I O N A L PC WORLD

ARTICLE

C A R E E R INTERVIEW,

PENGUIN Q&As

C A R E E R MONSTER

CAREER ADVICE

F O O D Seagrasecapes.

com/flavors

S E A R C H E S GOOGLE SEARCH

F O O D EHOW:

HOW TO GRILL CHICKEN

Ads

Ads


User 2: Male – July 2 2014

R E T A I L AMAZON

S O C I A L M E D I A FACEBOOK

N E W S YAHOO INSIDER

S P O R T S SPORTS YAHOO,

BLOGS


VIDEO


BLOGS

R E T A I L COUPONS

N E W S TWC CENTRAL

Ads

Ads

USER 1

DEVICES HEAVY USER FREQUENT USER MODERATE USER LOW USER

iPhone

iPad

Laptop

USER 2

DEVICES HEAVY USER FREQUENT USER MODERATE USER LOW USER

iPhone

iPad

laptop

Blu-ray

DVR


User Analyses


Case Study: Pathway Including Clicks on MTV

User simultaneously streaming video and browsing social media converges on MTV. 1

After browsing/streaming MTV content, user moves to information sites that lead to shopping on Amazon. 2

Video Streaming GoogleVideo.com

12:05 AM

Video Streaming YouTube.com

12:14 AM

Social Media – Professional

LinkedIn.com 12:10 AM

Social Media Facebook.com

12:18 AM Link to MTV.com

Media Content MTV.com 12:19 AM

Article: Robin William’s death

Media Directory TVGuide.com

12:23 AM

Media Content CBS.com 12:23 AM

Video Streaming Hulu.com 12:24 AM

Video Streaming YouTube.com

12:24 AM Media Content

SonyPictures.com 12:19 AM

Social Media Facebook.com

12:37 AM

Encyclopedia Wikipedia.org

12:42 AM

Media Database IMDB.com 12:42 AM

Media Content MTV.com 12:36 AM

E-Commerce Amazon.com

12:43 AM

15 ©CENTRIS | PROPRIETARY & CONFIDENTIAL

Example Pathway #1

6:45 AM 6:46 AM 6:47 AM 7:04 AM 7:08 AM 7:13 AM 7:31 AM 7:35 AM 7:36 AM

Login.Live.com (Email)

Xbox.com (Video

Games)

BBC.co.uk (News & Media)

Facebook.com (Social

Network)

StubHub.com (Shopping/

Sports)

Google.com (Search Engine)

Twitter.com (Social

Network)

Google.com (Search Engine)

Amazon.com (General

Merchandise)

K E Y T A K E A W A Y S 1. User reaches XXX from BBC News 2. User multi-tasks between his PC and Windows Phone (where he has a game on) 3. XXX a likely motivator for user’s later shopping sports tickets

I M P L I C A T I O N S • This pathway shows that user could come to XXX from a variety of devices as well as websites • Pathway underlies strong relationship between sports consumption and purchasing decisions

Windows PC

Windows Phone

1

2

3

• Saturday August 23, 2014 • Male • 35–44 Years Old • 1 Member in the Household

*WINDOWS PC INITIATED

*WINDOWS PHONE

INITIATED

XX.go.com Ticket ad

served

XX.go.com (Sports)

Conversion

7:01 AM 7:07 AM


Example Pathway #2: Multiple Household Devices

5:29 PM 6:39 PM 6:40 PM 6:54 PM 9:25 PM 10:11 PM 10:13 PM 10:14 PM 10:15 PM

Destiny (Video Games)

XXgo.com (Sports)

XX.go.com (Sports – Soccer)

Sports.MSN.

com (Sports)

SoccerCorner.com (Shopping –

Sports)

Netflix.com (TV & Video)

Instagram.com (Social Network)

Refinery29. com

(Fashion & Modeling)

PinkIsTheNewBlog.com

(Celebrities & Entertainment

News)

Glamour.com (Magazines &

E-Zines)

Xbox

Apple TV

Macintosh PC

iPhone

1

2

3

*iPHONE INITIATED

*APPLE TV INITIATED

*XBOX INITIATED

*SAMSUNG SMART TV INITIATED

*MACINTOSH PC INITIATED

K E Y T A K E A W A Y S 1. User’s household spends its Friday night employing multiple devices. Content on

one device often triggers browsing on another device. 2. The XXX soccer content on Apple TV leads to shopping for sports equipment on

the iPhone. 3. There is correlation between XXX and streaming Netflix content later in the night.

• Friday September 12, 2014 • Male • 25-34 Years Old • Other Members in the

Household Include: Female, 25–34; Male, 6–9

“Network A”

TV & Video

File Sharing

Arts & Entertainment

Photography

Social Media

Email

Shopping

General Merchandise

News & Media

Search Engine

Video Games

Clothing


Walmart.com

Binodal Pathways from “Network A” to Walmart

Shopping

Reference

Banking

Search Engine

12%

21%

18%

15%

14%

32%

14%

11%

29%

17%

8%

18% 7%

13%

10%

12%

24%

18%

16%

26%

6%

14%

5%

25%

32%

18%

15%

34%

There are high conversion likelihoods from video-related sites, which can ultimately lead to e-commerce. 1

Consumers of “Network A”

content have a good likelihood

of banking online, which could lead to shopping on

Walmart.com.

2

• ONLINE SEARCH 10:20PM

• SOCIAL MEDIA • FACEBOOK 10:22PM

• ONLINE DATING 10:27PM

• SURVEY PANEL 10:45PM

• JOB SEARCH 11:08PM

• VIDEO STREAMING 12:05AM

• FACEBOOK WITH MTV CONTENT 12:18AM

• MTV & OTHER MEDIA CONTENT 12:19AM

• SHOPPING 12:43AM

USER DEMOGRAPHICS • Gender: Male

• Location: Bay City, Texas

• Age Group: 25-34

• Living Situation: Single

• Race: Caucasian

• Devices Owned:

– Android Smartphone – Desktop Computer – Roku

• Time on Video Streaming: 20 hours/week

• History of Video Streaming: Constant Levels

BROWSING SESSION INFORMATION

• Timeline: 8/17/14 10:20PM – 8/18/14 1:03AM

• Devices: Desktop Computer with Windows OS


Case Study: Demographics & Pathway Study

18%

82%

PERCENT OF TOTAL USERS THAT VIEW SPORTS

View Sports

Don't View Sports

33%

67%

SPORTS VIEWER GENDER

Female

Male

28%

72%

WEBSITES USED TO WATCH SPORTS

yahoo

msn.fox

31%

69%

SPORTS VIEWER AGE RANGE

25-34

35-44


User Analyses


Collection, Storage & Maintenance

• Data is captured through multiple sources and delivered to a combination of secure cloud and Centris servers – No PII is captured

• One household generates gigabytes of data in one day, so storage and data cleansing is a major factor in this effort

– Centris has developed a proprietary filtering and scrubbing algorithm to capture and refine data for analysis

• Centris stores the data in a combination of secure, internal servers and cloud solutions

– Raw historical data is collapsed for long term storage

• Centris can pull daily, weekly or monthly reports, minimizing needs for large storage and ensuring security


Contacts

Let’s Get Social - Follow CentrisMarSci

STEVE ENNEN President

OFFICE: 267.558.3176

CELL: 646.334.5893

[email protected]

JOCELYN BAYLE Senior Director ,

Business Development

OFFICE: 267.558.3179

CELL: 917.232.8364

[email protected]

MICHAEL GUAN Manager,

Statistics & Innovation

OFFICE: 267.558.3192

CELL: 917.280.0123

[email protected]

Data & Analytics

Welcome to the Evolution of Video Community!