A Video Market Unbalanced / ComScore Presentation
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¡¡LA ERA DEL VIDEO DIGITAL ESTÁ AQUÍ!! ...

¡¡LA ERA DEL VIDEO DIGITAL ESTÁ AQUÍ!!

En Latinoamérica nos encontramos aún unos pasos atrás que el resto del mundo en la tendencia de crecimiento del Video Digital! Y es que en mercados potencia como el Europeo y el Norteamericano el crecimiento ha sido mucho mayor que en nuestra región.

Es hora de tomar conciencia de ello y aprovechar los grandes beneficios de los formatos de Video Online!! Acércate a nosotros y te asesoramos con Workshops y Capacitación de Video Online, así como la mejor ejecución y optimización de tus campañas publicitarias.

Isela Abarca
Ad Sales Manager
isela@impaktu.com
Skype: isela.abarca
www.impaktu.com

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A Video Market Unbalanced / ComScore Presentation Presentation Transcript

  • 1. A Market Unbalanced The Dollars Aren’t Following The Engaged Audiences Innovation Day – Video IAB Mexico February 2013 Ivan Marchant, Mexico Country Manager comScore, Inc. #VideoMetrix @imarchant © comScore, Inc. Proprietary. @comScoreLATAM
  • 2. comScore 2 Million Person Global Panel Comprehensive View of Digital Consumer Behavior Online Advertising Website and App Usage Video PC TV Gaming Server E-Commerce Search Smart phone POS Tablet Online Behavioral Profiles © comScore, Inc. Proprietary. Demographic Profiles V0113 2
  • 3. comScore is a leading internet technology company that provides Analytics for a Digital World™ NASDAQ SCOR Clients 2,100+ Worldwide Employees 1,000+ Headquarters Reston, Virginia, USA Global Coverage Measurement from 172 Countries; 44 Markets Reported Local Presence 32 Locations in 23 Countries Big Data Over 1.5 Trillion Digital Interactions Captured Monthly © comScore, Inc. Proprietary. V0113 3
  • 4. The Online Video Landscape © comScore, Inc. Proprietary.
  • 5. 188 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH © comScore, Inc. Proprietary. Source: comScore Video Metrix, Dec 2012, Content and Ad Videos
  • 6. 188 49 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH BILLION VIDEOS © comScore, Inc. Proprietary. Source: comScore Video Metrix, Dec 2012, Content and Ad Videos
  • 7. 188 49 MILLION PEOPLE IN THE UNITED STATES ARE GOING TO WATCH BILLION VIDEOS TODAY © comScore, Inc. Proprietary. Source: comScore Video Metrix, Dec 2012, Content and Ad Videos
  • 8. Brazil and Mexico are leading the way in Latin America Videos Viewed Growth 1 Social Networking is the Most Popular Online Activity +18% 5.6 BRAZIL Worldwide Total Videos % Growth vs. Viewed December (billions) 2011 December 2012 MEXICO 3.1 +5% ARGENTINA 1.4 +1.2% CHILE 1.2 +25% © comScore, Inc. Proprietary. Source: comScore Video Metrix Dec 2012
  • 9. Argentina Leading the Region in Online Video Adoption Monthly Reach of Online Video by Unique Viewers Global 84% Estados Unidos 85% Argentina 96% Brasil 82% Chile 92% México © comScore, Inc. 81% Proprietary. Source: comScore Video Metrix Dec 2012
  • 10. AGENDA HOW UNBALANCED ARE WE? HOW DID WE GET HERE? HOW ARE AUDIENCES CHANGING? WHY ARE WE UNBALANCED? © comScore, Inc. Proprietary. 10
  • 11. AGENDA HOW UNBALANCED ARE WE? HOW DID WE GET HERE? HOW ARE AUDIENCES CHANGING? WHY ARE WE UNBALANCED? © comScore, Inc. Proprietary. 11
  • 12. IAB says U.S. online ad spend is now larger than newspapers, magazines and radio, and equivalent to 46% of TV +22% vs. year ago 10X Faster Growth Than All Media $31.7 Billion U.S. Online Ad Spending in 2011 SOURCE: IAB for Internet Advertising Revenue and KANTAR for Total Mediaedia Measurement © comScore, Inc. Proprietary.
  • 13. In the U.S, time spent watching traditional TV is essentially flat while online video is growing strongly US Monthly Total Hours (millions) Spent Watching TV vs. Online Video -0.6% 44,581 Video now equals 5% of total time spent watching TV 44,334 Monthly Total Hours (millions) in Q4 2010 Monthly Total Hours (millions) in Q4 2011 +74% 1,338 TV 2,321 Online Video SOURCE: TV: Nielsen Cross Platform Report – Q4 2011. Online Video: comScore Video Metrix © comScore, Inc. Proprietary.
  • 14. IAB says U.S. online video ad spending is surging +40% vs. year ago $1.8 Billion U.S. Online Video Ad Spending in 2011 © comScore, Inc. Proprietary. Equivalent to 6% of all online ad spending
  • 15. Online video allows convenient viewing of TV content and is an incremental audience – it’s not about avoiding ads Recent comScore study sought to answer: why do viewers choose to watch TV content online?  NOT out of ad-avoidance  Main factor is convenience and time-shifting Missed episode on TV 71% Convenience 57% Less ads 38% Like to see past episodes 25% Prefer the online experience Don’t subscribe to cable/don't have a TV © comScore, Inc. Proprietary. 13% 7%
  • 16. Online viewers of TV programs are open to more ads – at least 6.5 minutes per TV hour Optimal length of commercials for an hour of TV viewed online 100.0 80.0 60.0 40.0 20.0 0.0 1 min 2 min 3 min 4 min Negligible 5 min 6 min 7 min Minimal 8 min 9 min 10 min 11 min 12 min 13 min 14 min 15 min Long Enough Too Long *Respondents were asked questions on a sliding scale from ‘how much advertising is so negligible that it would not interfere at all’, through to ‘how much advertising is too long and © comScore, Inc. Proprietary. would interfere completely with the viewing experience’? Base sizes: Total=640
  • 17. Video Viewing Growth is Substantially Outpacing Ad Spend Growth Ad Spending per Year (MM) Videos per Year (MM) $6,000 500000 450000 $5,000 400000 350000 $4,000 300000 $3,000 250000 200000 $2,000 150000 100000 $1,000 50000 © comScore, Inc. Proprietary. 2014 2013 2012 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 0 2001 $0 Source: comScore Video Metrix, August 2011 and eMarketer, January 2010
  • 18. Online video is by far and away the fastest growing Internet segment 2006 – 2010 $ Ad Spend: +344% # Videos: +600% © comScore, Inc. Proprietary. US Data
  • 19. Video is being under-monetized as compared to other Internet media Time Spent Online Online Ad Spend 6.9% VIDEO 24% 9 ALL OTHER $ 3 6 93.1% 76% Source: comScore Video Metrix, *Excludes adult content © comScore, Inc. Proprietary. August 2011; eMarketer, June 2011 (2011 video ad spend estimated : $2.16B)
  • 20. Video is 6,6% Reach TV+Online & 7% Time Spent TV + Online but Video is only 3.4% of the dollars spent !!!! 100% 7% Time Spent $2.2 6.6% 0.3 93.4% 4.4 $60.5 Reach Time Spent (hours) 3.4% US$ Spent Ad Spend ($B) 90% 80% 70% 60% 50% 40% Online TV 30% 20% 10% 0% © comScore, Inc. Proprietary. Source: comScore Video Metrix, August 2011; eMarketer, December 2010 *Excludes adult content
  • 21. Any way you spin it, online video is being under-monetized -37% -71% -50% AS COMPARED WITH Online Video’s Past AS COMPARED WITH Other Online Ad Mediums AS COMPARED WITH Television Ad Spend © comScore, Inc. Proprietary. US
  • 22. AGENDA HOW UNBALANCED ARE WE? HOW DID WE GET HERE? HOW ARE AUDIENCES CHANGING? WHY ARE WE UNBALANCED? © comScore, Inc. Proprietary. 22
  • 23. 2000: Dial-up connections stifle online video growth 2000 56 kbps © comScore, Inc. Proprietary.
  • 24. 2006: Video Reaches the Big Stage 2006 <embed src=“video.swf”> © comScore, Inc. Proprietary.
  • 25. Premium video content achieves scale en-masse 2009 <video> © comScore, Inc. Proprietary.
  • 26. Online Video Viewers in the US Number of People Streaming (000) 194,000 192,000 Olympic Games London 190,000 188,000 186,000 184,000 182,000 180,000 © comScore, Inc. Proprietary. Source: comScore Video Metrix 15+
  • 27. Online Video Viewers in Mexico Number of People Streaming (000) 23,500 23,000 22,500 22,000 21,500 21,000 20,500 20,000 © comScore, Inc. Proprietary. Source: comScore Video Metrix 15+
  • 28. Online video is now a significant aspect of our online lives December, 2012 NUMBER OF VIEWERS per month 188MM 23MM % OF INTERNET AUDIENCE 85% 81% VIDEOS VIEWED 42B 3B 228 136 17 hr 12 hr per month VIDEOS PER PERSON per month VIEWING TIME PER PERSON per month © comScore, Inc. Proprietary. Source: comScore Video Metrix, December 12 - Ages: 15+
  • 29. Where are viewers watching content videos? Millions of Unique Video Viewers Mexico USA 1 152M 1 20M 2 58M 2 14M 3 52M 3 8M 4 50M 4 7M 5 47M 5 2M © comScore, Inc. Proprietary. Source: comScore Video Metrix, August 2011
  • 30. China and the US lead the way with scale 300 Unique Viewers per month 250 Unique Viewers by Country (millions) 200 150 100 Mexico 13° 50 0 © comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012
  • 31. UK has the most active video viewing population 350 Videos per Viewer per month 300 Monthly Videos per Viewer by Country 250 200 Mexico 15° 150 100 50 0 © comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012
  • 32. AGENDA HOW UNBALANCED ARE WE? HOW DID WE GET HERE? HOW ARE AUDIENCES CHANGING? WHY ARE WE UNBALANCED? © comScore, Inc. Proprietary. 32
  • 33. All Ages Consume Online Video – little room for further growth. Mexican Audience Distribution Similar to the US 89% 85% 84% 83% 81% Percentage of Internet Audience that View Online Video in the US © comScore, Inc. Proprietary. Percentage of Internet Audience that View Online Video in Mexico Source: comScore Video Metrix, December 2012
  • 34. 18-34 Year-olds are heaviest consumers of online video - USA 398 381 Monthly Videos per Viewers 268 255 252 225 181 45 2-11 12-17 18-24 © comScore, Inc. Proprietary. 25-34 35-44 45-54 55-64 Source: comScore Video Metrix, December 2012 65+
  • 35. 15-24 Year-olds are heaviest consumers of online video - Mexico 174 Monthly Videos per Viewers 146 123 107 15-24 25-34 © comScore, Inc. Proprietary. 35-44 45-54 Source: comScore Video Metrix, December 2012 113 55+
  • 36. Men and women are equally likely to have watched online video Percent of Viewers Males 49.9% 50.1% 48% 48.4% 51.6% 42% 52% © comScore, Inc. Females Proprietary. 58% Source: comScore Video Metrix, December 2012
  • 37. Men watch 1.7x as many videos online as women Percent of Videos Viewed Male Female 36.4% 35.6% 63.6% 64.4% 48% 42% 52% © comScore, Inc. Proprietary. 58% Source: comScore Video Metrix, December 2012
  • 38. Men account for more than 2/3rds of the time spent viewing online Time Spent Viewing Male 28.8% Female 34.6% 63.4% 71.2% 48% 42% 52% 58% This ratio has remained constant for the past 2 years © comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012
  • 39. Room For Growth In Latin America and Mexico Worldwide 18.10 US 18.80 Argentina 10.50 Brazil Monthly Average Hours per Viewer 10.90 Chile 12.90 Mexico 12.20 © comScore, Inc. Proprietary. Source: comScore Video Metrix, December 2012
  • 40. Duration moves upwards in Mexico 25 Total Mexico Viewing Duration +13% Billions of Minutes 20 15 10 5 0 oct-11 nov-11 dic-11 ene-12 © comScore, Inc. feb-12 mar-12 abr-12 may-12 jun-12 Proprietary. jul-12 ago-12 sep-12 Source: comScore Video Metrix oct-12 nov-12 dic-12
  • 41. Duration moves down in US 300 -10% -10% Total US Viewing Duration Billions of Minutes 250 200 150 100 50 0 oct-11 nov-11 dic-11 ene-12 feb-12 mar-12 abr-12 may-12 jun-12 © comScore, Inc. Proprietary. jul-12 ago-12 sep-12 oct-12 nov-12 dic-12 Source: comScore Video Metrix
  • 42. There is still space to grow in Mexico for long-form TV site’s viewers Average Percent of TV site’s viewers that view videos on any given day MX 18% 45% 9.1% December 2011 December 2012 US 37% December 2011 December 2012 © comScore, Inc. Proprietary. Source: comScore Video Metrix, Dec 2011 – Dec 2012
  • 43. AGENDA HOW UNBALANCED ARE WE? HOW DID WE GET HERE? HOW ARE AUDIENCES CHANGING? WHY ARE WE UNBALANCED? © comScore, Inc. Proprietary. 43
  • 44. WHY ARE WE UNBALANCED? 1. Advertisers are wary of unfamiliar content types 2. Advertisers are unsure of online video’s effectiveness 3. Advertisers have traditionally lagged behind audiences 4. Advertisers are trying to fit video into the model of TV 5. Advertisers desire measurement standardization © comScore, Inc. Proprietary. 44
  • 45. 1 ADVERTISERS ARE WARY OF UNFAMILIAR CONTENT TYPES © comScore, Inc. Proprietary.
  • 46. Web TV, new territory, has yet to be as well-monetized as it should “WEB TV" UGC Low budget Low quality Low talent/interest Minimally-monetized Low budget High quality Niche talent/interest 35.3 MILLION views/month 4.7 MILLION unique viewers/month 35 minutes per viewer/month © comScore, Inc. Proprietary. PREMIUM High budget High quality High talent/interest Well-monetized
  • 47. Web TV affords the industry the greatest room for growth in monetization Web TV has democratized high-quality video content creation & distribution Web TV is not beholden to television ratings or corporate interests Web TV facilitates content made specifically for the web Web TV cultivates sizable, niche, passionate, and engaged audiences Web TV is a huge market “WEB TV" UGC © comScore, Inc. Proprietary. PREMIUM + WEB TV
  • 48. 2 Advertisers are unsure of online video’s effectiveness © comScore, Inc. Proprietary.
  • 49. Online viewers are more receptive to advertising How would you rate the commercials you see when watching original TV shows on ONLINE vs. TV? Online Rating Commercials make me think favorably about the brand… Commercials are relevant to me Commercials are memorable TV Rating 31.2% 18.7% 29.8% 18.6% 30.1% 21.8% The commercials interfere with my show viewing I enjoy watching the commercials 32.1% 32.0% 19.5% 34.3% Commercials are annoying Commercials are interesting © comScore, Inc. Proprietary. 25.6% 35.8% 22.0% Source: comScore TV Everywhere Survey | n = 1825
  • 50. Online viewers can easily and immediately pursue a brand further What are the reasons you visited an advertiser’s website while watching a show online? A video commercial played during the show A product that you noticed in the program A video commercial played before the show A text or image-based commercial surrounding the video player Other 0 10 20 30 40 50 Percentage of respondents © comScore, Inc. Proprietary. Source: comScore TV Survey, 2010 60
  • 51. A price worth paying: content and advertising, increasingly united The Force: Volkswagen • More than 46 million views • Shared over 4.7 million times • 34% of the circulation in other languages ​(not English) We tell our advertisers: ‘Let´s do the things that viewers really want to see '’”– Chris Anderson, TED © comScore, Inc. Proprietary. Fuente: Viral Video Ad Chart - Unruly
  • 52. Convenience and Accessibility: The Media can take advantage of the Social Networks • 1 in 3 viewers commented on video, social media • 2 of 5 Upload Videos • 1 of 2 video Users sharing frequently • More than 1 in 2 watch videos online with other people Users exposed to brand messages with their friends on Facebook are a 219% more likely than the average internet user to visit Topgear.com © comScore, Inc. Proprietary. Fuentes: comScore Custom Marketing Solutions Estudio (US 2011) y Social Essentials, Septiembre 2011, UK
  • 53. 3 Advertisers have traditionally lagged behind audiences © comScore, Inc. Proprietary.
  • 54. The jump from the Stratosphere Break the Record of Live View YouTube Video More than 7.1 million people watched the Red Bull Stratos Jump Live Gangam Style: More than 432 million views since July 15 © comScore, Inc. Proprietary. Fuente: Mashable.com
  • 55. Visual Experience: YouTube is generating more content HD Over 10% of all YouTube videos are available in HD version © comScore, Inc. Proprietary. Fuente: Google
  • 56. 143 million people watched an average of 20 Sport videos in June 2012 © comScore, Inc. Proprietary. Olympics games 2012 Fuente: comScore Media Metrix, Edad 15+, Junio 2012
  • 57. Video viewers spend more online comScore Online Buying Power Index 170 180 160 140 120 100 80 60 40 20 0 136 145 115 100 All Internet Users © comScore, Inc. All Video Viewers Proprietary. Video Ad Networks Earned Media Premium Long& Social Video Format Video comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
  • 58. 4 Advertisers are trying to fit video into the model of TV © comScore, Inc. Proprietary.
  • 59. Televisa Webnovela: Te presento a Valentín Exclusive content for online tv: Picture Galleries Social/Sharing Multiple Ad formats © comScore, Inc. Proprietary.
  • 60. Cultivates sizable, niche, passionate, and engaged audiences MEDIO TIEMPO AZTECA WEB Online live Soccer games streaming Online live Soccer games streaming MX MX 1.3 MILLION views/month .73 MILLION views/month 0.5 MILLION unique viewers/month 0.16 MILLION unique viewers/month 4.7 minutes per viewer/month 8.7 minutes per viewer/month © comScore, Inc. Proprietary. Source: comScore US Video Metrix, December, 2012
  • 61. There is significantly less clutter in video All Online Video Television 1.3% Ads Content 25% 98.7% 75% 1.3% of time spent viewing video online is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. Source: comScore Video Metrix, June 2011
  • 62. There is significantly less clutter in video Long-Form Premium TV-content Television 8.1% Ads Content 25% 91.9% 75% 8.1% of time spent viewing video online on long-form premium TV content is spent viewing ads compared to 20-30% on TV © comScore, Inc. Proprietary. Source: comScore Video Metrix, June 2011
  • 63. 5 ADVERTISERS DESIRE MEASUREMENT STANDARDIZATION © comScore, Inc. Proprietary.
  • 64. Online Advertising Website and App Usage Video PC TV Gaming Server E-Commerce Search Smart phone POS Tablet Online Behavioral Profiles © comScore, Inc. Proprietary. Demographic Profiles V0113 64
  • 65. A eliminar el desequilibrio!! Muchas Gracias www.comscore.com/AMarketUnbalanced February 2013 Ivan Marchant, Mexico Country Manager comScore, Inc. imarchant@comscore.com #VideoMetrix @imarchant © comScore, Inc. Proprietary. @comScoreLATAM