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YouTube Mena Statistics

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Some interesting Youtube Mena statistics shared directly by Google thanks to Will Rocklin.

Some interesting Youtube Mena statistics shared directly by Google thanks to Will Rocklin.

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  • Do you know how old YouTube is? We launched our first video in May 2005. In May 2011, we reached 4B daily global impressions. This is a 50% increase from last year! Consider how quick that has been.4 billion+ views a day--up over 30% in the last eight months800M unique users visit YouTube each month3B hours of video watched per monthIn 2011, YouTube had more than 1 trillion views -- that’s almost 140 views for every person on earth60 hrs of video uploaded every minute--up 25% in the last eight monthsMore video uploaded to YouTube in a month than all 3 major US networks broadcast in the last 60 yearsMobile momentum YouTube mobile traffic tripled in 2011YouTube sees 600M mobile views a day
  • Large and growing viewershipContent is also growing and this will drive further viewership
  • Imagine being the first thing millions of people see when they visit the YouTube homepage. With a YouTube Masthead, your brand gets top billing on the world’s #1 entertainment destination.Your message gets prime real estate for an entire day. That means it’s all you, all the time. Well, for 24 hours at least.
  • Our ads provide 100% undisputed SOV. Can we compare this number to anything locally? TV show, other portal???
  • Let’s take a look at how you can make an impact with our ad formats. There’s more to it than just reach. YouTube is about video. Power of sight, sound and motion.
  • Full page ad units provide a canvas to make an impact. Premium real estate.COMPETITORS FORMATS? WHAT ARE THEY LIKE? BIGGER/SMALLER?
  • Banner 500*150 and the video is 265*150 , the video can be click to play , auto play and expandable. According to some studies, exanpadable perform better however, if you are interested to increase views, using click to play will add that .
  • The homepage also drives virality.Even incredible pieces of content need a boost to drive discovery. The YT Homepage provides this boost.What is CVP?Millward Brown has developed a Creative Viral Potential (CVP) measure to help predict viral success. They initially looked at which individual measures correlated most strongly with views per week.The following four measures all had strong correlations with views, and they also complemented each other well.They are: Awareness, Buzz, Celebrity Status and DistinctivenessYouTube advertised videos have very different viewing patterns to typical viral videos.Full study (link will work internal only)Short version: http://preso.corp.google.com/slideDetails?type=slideDetails&documentId=-5090184286580764783Long version: http://preso.corp.google.com/slideDetails?type=slideDetails&documentId=-3158632429875427479
  • The homepage is just the start. We have ways to help you take your campaign even further and extend your ownership.
  • #2 video site in the world by viewsonly after YouTube.com desktop site, saw traffic triple in 2011. We know that more and more audiences are becoming multi-platform.Brands can take their message even further by combining homepage with a campaign on mobile to get exclusive access and 100% SOV on all the platforms YouTube lives on.Your ad would reach a desirable mobile audience on the YouTube Mobile homepage, watch and search pages.Full specs at www.youtube.com/t/ads_mobileWhere do the ads appear?m.youtube.com Home, Browse, & Search pagesAppear on both “high-end” & “feature phones”Can click through to advertiser mobile site or YT VideoYouTube apps (iPhone, Android, etc) do not have ads
  • #2 video site in the world by viewsonly after YouTube.com desktop site, saw traffic triple in 2011. We know that more and more audiences are becoming multi-platform.Brands can take their message even further by combining homepage with a campaign on mobile to get exclusive access and 100% SOV on all the platforms YouTube lives on.Your ad would reach a desirable mobile audience on the YouTube Mobile homepage, watch and search pages.Full specs at www.youtube.com/t/ads_mobileWhere do the ads appear?m.youtube.com Home, Browse, & Search pagesAppear on both “high-end” & “feature phones”Can click through to advertiser mobile site or YT VideoYouTube apps (iPhone, Android, etc) do not have ads
  • #2 video site in the world by viewsonly after YouTube.com desktop site, saw traffic triple in 2011. We know that more and more audiences are becoming multi-platform.Brands can take their message even further by combining homepage with a campaign on mobile to get exclusive access and 100% SOV on all the platforms YouTube lives on.Your ad would reach a desirable mobile audience on the YouTube Mobile homepage, watch and search pages.Full specs at www.youtube.com/t/ads_mobileWhere do the ads appear?m.youtube.com Home, Browse, & Search pagesAppear on both “high-end” & “feature phones”Can click through to advertiser mobile site or YT VideoYouTube apps (iPhone, Android, etc) do not have ads
  • The homepage is just the start. We have ways to help you take your campaign even further and extend your ownership.
  • #2 video site in the world by viewsonly after YouTube.com desktop site, saw traffic triple in 2011. We know that more and more audiences are becoming multi-platform.Brands can take their message even further by combining homepage with a campaign on mobile to get exclusive access and 100% SOV on all the platforms YouTube lives on.Your ad would reach a desirable mobile audience on the YouTube Mobile homepage, watch and search pages.Full specs at www.youtube.com/t/ads_mobileWhere do the ads appear?m.youtube.com Home, Browse, & Search pagesAppear on both “high-end” & “feature phones”Can click through to advertiser mobile site or YT VideoYouTube apps (iPhone, Android, etc) do not have ads
  • Masthead advertisers often see significant uplift in the brand metrics that are important to you. In our study, we saw that viewers were 5.4 times as likely to take further action after seeing a homepage ad, either searching for a branded term on a search engine, visiting the advertiser’s site, watching the advertiser’s video content on YouTube, or searching for a branded term on YouTube. Viewers will often performing more than one of these actions. And if you look at the top 20% of masthead campaigns, users are 18 times as likely to perform one of these activities than without the homepage ad exposure.
  • This just goes to show that YouTube is a nice complement to TV. It helps reach some users who are not on TV or increases frequency of a message.
  • Samsung Case StudyBackground and media objectives:Samsung ran a multi-media campaign for the launch of their 3D LED TV from April to May 2010The aim of the campaign was to raise awareness of the 3D LED TV and position Samsung as an innovator in the spaceThe YouTube campaign included an expandable masthead to showcase the ad on YouTube before it aired on TVThis incremental 4% reach was achieved at a fifth of the cost per %pt of TV

YouTube Mena Statistics YouTube Mena Statistics Presentation Transcript

  • Google Confidential and Proprietary
  • 4B+ global views per day (600M 3rd Largest site on on mobile) the Internet 800M Unique visitors per month2 Google Confidential and Proprietary
  • 3 Google Confidential and Proprietary
  • YouTube YouTube Daily YouTube Weekly Users Users Users UAE 83% 34% 35% KSA 85% 42% 34% Egypt 74% 30% 30%Source: TNS, Think Insights 2012 with Google4 Google Confidential and Proprietary
  • Egypt UAE ~37% 32% ~18% 13% 10% 12% 9% 9% 10% 10% 12% 7% 7% 5% 6% 6% 4% 5% 5% 6% 6% 6% KSA Morocco 46% 53% ~34% 24% 17% 20% 20% ~13% 16% 9% 10% 10% 11% 13% 8% 8% 8% 9% 9% 9%5% 6%Source: PARC and Internal Google Systems,5 Google Confidential and Proprietary
  • and message 40-50% of the YouTube users are women 50-60% of the YouTube users are men The average age of the MENA YouTube user is 33-35 years old The average monthly salary of the MENA YouTube user is between USD 300-3,000 30-70% of the MENA YouTube users have University Degrees 28-65% of the MENA YouTube users use data on their smartphones 6 Google Confidential and Proprietary
  • 7 Google Confidential and Proprietary
  • REACHGoogle Confidential and Proprietary
  • 9 Google Confidential and Proprietary
  • YVA can be click to Static image or flash play, auto-play and companion, horizontal expandable positioning configurable*Currently available in the UAE, Saudi Arabia, Egypt, and Morocco10 Google Confidential and Proprietary
  • 11 Google Confidential and Proprietary
  • 12 Google Confidential and Proprietary
  • 140 130 120 110 100 90 80 70 60 50 6/1/11 7/1/11 8/1/11 9/1/11 10/1/11 11/1/11 12/1/11 1/1/12 2/1/12*Egypt, Morocco, UAE, KSA, **Q3-Q4 2011 Growth13 Google Confidential and Proprietary
  • Daily YouTube Desktop YouTube Total Impressions Homepage Masthead Mobile Roadblock KSA 2.5M 4.0M 6.5M UAE 800k 900k 1.7M Egypt 1.5M 300k 1.8M Morocco 1.4M 400k 1.8M14 Google Confidential and Proprietary
  • IMPACTGoogle Confidential and Proprietary
  • Making an Impact: Go Big With Video Use the power of sight, sound, and motion to attract attention and engage users. Average interaction rate of 1.3%Source: Google Internal Systems; Interaction rate = (Banner clicks + CTP + Click to watch + Click to replay + click to full screen + click tochannel)/(Total Impressions)16 Google Confidential and Proprietary
  • Making an Impact: Be Hyper Visible Leverage the maximum amount of homepage real estate to create interesting video perspectives and user experiences. Average interaction rate of an expandable YVA is 20%*Actual expandable under development. Not final concept.17 Google Confidential and Proprietary
  • Making an Impact: Incite Action Encourage engagement and drive results. Homepage ads spark buzz and brand engagement. Viewers are 437% more likely to engage in a key brand activity.Source: Google Internal Systems18 Google Confidential and Proprietary
  • And it’s easy… Video Uploaded to YouTube Simple Banner(s) Exclusivity Reach Impact100% Share of Voice for Use the power of sight, 24 hours, across ALL 11.8 million Impressions sound, and motion to screens. engage your audience 19 Google Confidential and Proprietary
  • Viral doesn’t just happenGive your advertising video a boost with promotion on the Homepage Promoted on The YouTube HomepageVIEWS PER WEEK Natural viral CVP SCORE YouTube homepage ads are responsible for 86% of all views; they increase expected views by over 600%! Source: Millward Brown Viral Study, Aug 2010, This analysis has undergone peer review and full results have been published in the International Journal of Advertising20 Google Confidential and Proprietary
  • Best Practices21 Google Confidential and Proprietary
  • …For Product Launches Launch…and Launch Big with YouTube22 Google Confidential and Proprietary
  • …For Brand Engagement Propel Your Brand to Top of Mind with the interactivity, and engagement that YouTube offers.23 Google Confidential and Proprietary
  • …to Complement TV + Drive incremental reach via YouTube advertising24 Google Confidential and Proprietary
  • 25 Google Confidential and Proprietary
  • Formats26 Google Confidential and Proprietary
  • Overview of advertising options on YouTube Premium Expandable Mobile YVA YVA Roadblock Brand Channel Mobile Brand Channel27 Google Confidential and Proprietary
  • YVA can be click to Static image or flash play, auto-play and companion, horizontal expandable positioning configurable1. Currently available in the UAE, Saudi Arabia, Egypt and Morocco 28 Google Confidential and Proprietary
  • Daily YouTube Desktop YouTubeImpressions Total Homepage Masthead Mobile Roadblock KSA 2.5M 4.0M 6.5M UAE 800k 900k 1.7M Egypt 1.5M 300k 1.8MMorocco 1.4M 400k 1.8M29 Google Confidential and Proprietary
  • Extend to new screensOwn all of YouTube for 24 hours, on any screen, by adding the mobile roadblock. YouTube Homepage YouTube Mobile Roadblock 6.2M impressions per day 5.6 M impressions per day +30 Google Confidential and Proprietary
  • All homepage buys come with an upgrade to a brand channel and amobile brand channel to enhance your brand’s home on all screens. Value Add!31 Google Confidential and Proprietary
  • YouTube is monetized in 39 different countries/territories and available in 54 different languages/dialects Americas Europe, Africa & Middle East Asia Pacific United States United Kingdom Belgium Japan Taiwan Canada France Netherlands Hong Kong Australia Mexico Germany Sweden South Korea New Zealand Argentina Ireland Poland Philippines Malaysia Brazil Italy Russia Singapore Indonesia Colombia Spain Israel India Chile Czech Republic South Africa Peru Hungary Egypt Kenya Morocco Saudi Arabia United Arab of Emirates32 Google Confidential and Proprietary
  • 33 Google Confidential and Proprietary
  • UAEYouTube Usage per Device Category YouTube Users Total (Devices 83% independent) n=778 PC n=639 79% Tablet 74% n=192 Mobile 59% Phone n=500 Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=778; Q18: How often do you use the online video platform YouTube via the device for personal reasons? Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=500; PC n=639; Tablet n=192 Google Confidential and Proprietary 34 UAE
  • KSAYouTube Usage per Device Category YouTube Users Total (Devices 85% independent) n=771 PC n=606 86% Tablet n=141 81% Mobile Phone 69% n=563 Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=771; Q18: How often do you use the online video platform YouTube via the device for personal reasons? Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=563; PC n=606; Tablet n=141 Google Confidential and Proprietary 35 Saudi Arabia
  • EgyptYouTube Usage per Device Category YouTube Users Total (Devices 74% independent) n=282 PC n=234 77% Mobile Phone 47% n=111 Tablet 0% n=1 Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=282; Q18: How often do you use the online video platform YouTube via the device for personal reasons? Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=111; PC n=234; Tablet n=1 Google Confidential and Proprietary 36 Egypt
  • 37 Google Confidential and Proprietary
  • 38 Google Confidential and Proprietary
  • 39 Google Confidential and Proprietary
  • Playbacks Breakdown by Category%, Jan 2012 8% 7% 9% 7% 2% 1% 3% 3% 2% 3% 3% 3% 6% 3% 9% 5% 5% 5% 8% 6% 7% 9% Other 8% 8% 9% Autos & Vehicles 9% 8% 6% Education 11% Sports 18% 14% News & Politics 27% Comedy 16% Film & Animation 22% Entertainment 21% 33% 16% People & Blogs Music 22% 19% 19% KSA Egypt UAE Morocco 40 Google Confidential and Proprietary
  • Views Breakdown by Category%, Jan 2012 11% 10% 9% 13% 2% 2% 3% 2% 5% 5% 7% 4% 5% 4% 8% 5% 9% 9% 9% 7% Other 7% 7% 9% 8% Autos & Vehicles 12% News & Politics 15% Sports 18% 25% Film & Animation 16% Comedy 22% Entertainment 21% People & Blogs 15% Music 35% 23% 21% 20% KSA Egypt UAE Morocco 41 Google Confidential and Proprietary
  • 4X 18X 6X 6X 18XSource: Homepage Impact Study, November 2009, updated December 2010. Median of exposed group as compared to controlgroup indexed at 100%.42 Google Confidential and Proprietary
  • 43 Google Confidential and Proprietary
  • 44 Google Confidential and Proprietary
  • +45 Google Confidential and Proprietary
  • TV vs. YouTube viewership 60 50 40 %Daily Reach of light TV viewers 30 % 20 % 10 % Online TV 0 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5 am Time of DaySource: YouTube Media Consumption StudyLight TV Viewers = 0-16 hrs TV per week, n=213 46 Google Confidential and Proprietary
  • Delivering 4% incremental reach to TV TV contacts YT contacts YouTube TV Ads Ads Reach Reach 12% 69% 4% incremental reach 33% of those exposed to theYouTube ad had no contact with the TV campaignSource: Samsung Masthead Study UK, Metrix Lab, July 2010Target Audience: ABC1 Men 22-5547 Google Confidential and Proprietary