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comScore online video 11.01.11 videoTLV

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An overview of the video landscape in numbers.

An overview of the video landscape in numbers.

Published in: Technology, Travel

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  • 1. Digital Video MarketA Booming Market – Here, There, Everywhere11th January 2011Osnat Zaretsky, ozaretsky@comscore.com @Osnatz
  • 2. –  Agenda:–  comScore–  comScore Video Metrix US v. UK v. Japan   Online Video via a PC / MAC   Online Video via MOBILE  Online Video Advertising Effectiveness   UK .FOX Online Video case study   US Video Egg and Vivaki case studies–  3 Screen Measurement–  Key take-aways–  Thanks and Q&A © comScore, Inc. Proprietary and Confidential. 2
  • 3. comScore is a Global Leader in Measuring the Digital WorldNASDAQ SCORClients 1600+ worldwideEmployees 900+Headquarters Reston, VA, USALocal Presence 30+ locations in 21 countriesGlobal Coverage 43 markets reported, 230 countries under measurement © comScore, Inc. Proprietary and Confidential. 3 V0910
  • 4. comScore Digital Business Analytics Audience Measurement Site Analytics User Analytics Vertical Market SolutionsUnified Digital Measurement™ Social Analytics Copy Testing Campaign Verification Advertising Analytics Ad Effectiveness Cross Media Mobile Audience Measurement Network Analytics & Optimization Mobile Analytics Customer Experience & Retention Management © comScore, Inc. Proprietary and Confidential. 4 V0910
  • 5. –  Agenda:–  comScore–  comScore Video Metrix US v. UK v. Japan   Online Video via a PC / MAC   Online Video via MOBILE  Online Video Advertising Effectiveness   UK .FOX Online Video case study   US Video Egg and Vivaki case studies–  3 Screen Measurement–  Key take-aways–  Thanks and Q&A © comScore, Inc. Proprietary and Confidential. 5
  • 6. Online Video from a PC/MAC:Reach among Internet Users in UK, US and Japan Online Video Viewers Non-Viewers Online Video Viewers Non-Viewers Online Video Viewers Non-Viewers 19% 16% 22% 81% 78% 84% Online Video is BIG – 80%+ penetration among internet users in UK and US © comScore, Inc. Proprietary and Confidential. 6 Source: comScore Video Metrix, October 2010
  • 7. Online Video from a PC/MAC:TOP 3 Video Properties in UK, US and Japan (with NICOVIDEO.JP) © comScore, Inc. Proprietary and Confidential. 7 Source: comScore Video Metrix, October 2010
  • 8. Online Video from a PC/MAC:Viewers Age profile in UK, US and Japan Viewer Penetration by Age Group30%25%20%15%10%5%0% 15-24 25-34 35-44 45-54 55+ UK US Japan US Video Viewers Skew Younger Than in UK and Japan © comScore, Inc. Proprietary and Confidential. 8 Source: comScore Video Metrix, October 2010
  • 9. comScore’s Newest Development – Ads Vs. Content US – Data Released – Oct: 12.8% of all video views were ads UK – Pre-release (beta) Data for Oct: 4.9% of all video views were ads © comScore, Inc. Proprietary and Confidential. 9 Source: comScore Video Metrix, October 2010
  • 10. –  Agenda:–  comScore–  comScore Video Metrix US v. UK v. Japan   Online Video via a PC / MAC   Online Video via MOBILE  Online Video Advertising Effectiveness   UK .FOX Online Video case study   US Video Egg and Vivaki case studies–  3 Screen Measurement–  Key take-aways–  Thanks and Q&A © comScore, Inc. Proprietary and Confidential. 10
  • 11. Online Video from Mobile:Video Makes it Big on the Small Screen Mobile TV/Video Viewers (000) Oct-2009 Oct-2010 + 46% 11,966 + 64% 8,223 2,770 1,694 UK US Mobile Video is growing fast with 2.8m viewers in UK (+64% v.YA) © comScore, Inc. Proprietary and Confidential. 11 Source: comScore MobiLens October 2010
  • 12. Online Video from Mobile:Mobile TV/Video Consumption on Smartphone 80% of Mobile Viewers in UK have a Smartphone, one of the key enablers © comScore, Inc. Proprietary and Confidential. 12 Source: comScore MobiLens October 2010
  • 13. –  Agenda:–  comScore–  comScore Video Metrix US v. UK v. Japan   Online Video via a PC / MAC   Online Video via MOBILE  Online Video Advertising Effectiveness   UK .FOX Online Video case study   US Video Egg and Vivaki case studies–  3 Screen Measurement–  Key take-aways–  Thanks and Q&A © comScore, Inc. Proprietary and Confidential. 13
  • 14. UK .FOX Online Video case studyVideo v. Display: more effective with fewer exposures Absolute Percentage Point Lift in Site Visitation Exposed Group vs. Control Video only Display only 4.3% 3.8% 3.3% 2.9% 2.4% 1.2% 1-5 exposures 6-9 exposures 10+ exposures 1-5 exposures 6-9 exposures 10+ exposures Campaign Breakout: Video Only: Financial Display Only: Travel, Utilities & Public Sector Video has a more immediate effect (measured on site visitation after exposure) – same impact measured for campaign-related search terms © comScore, Inc. Proprietary and Confidential. 14 Source: comScore .FOX UK study, 2010
  • 15. –  Agenda:–  comScore–  comScore Video Metrix US v. UK v. Japan   Online Video via a PC / MAC   Online Video via MOBILE  Online Video Advertising Effectiveness   UK .FOX Online Video case study   US Video Egg and Vivaki case studies–  3 Screen Measurement–  Key take-aways–  Thanks and Q&A © comScore, Inc. Proprietary and Confidential. 15
  • 16. US VideoEgg case studyVideo Outperform the Standard Banner on Ad Recall Average Index for All Campaigns Versus Standard BannerBannerIndex100 Unaided and aided recall among those exposed to Video Interstitial units was 1.5x standard ad banner On average, recall was twice as high among those exposed to AdFrames ads. © comScore, Inc. Proprietary and Confidential. 16 Source: comScore Video Egg US study, 2010
  • 17. US VideoEgg case study Specific Video Formats are much more effective Average Index for All Campaigns Versus Standard Banner 10.5% of users exposed to AdFrames engaged Banner with the ad Index 100Those who engaged with the VideoEgg ads were 6X more likely to mention the advertiser FIRST for unaided recall, and 4x as likely to remember the ads on an aided basis © comScore, Inc. Proprietary and Confidential. 17 Source: comScore Video Egg US study, 2010
  • 18. US The Pool - Vivaki case studyASq Video Format © comScore, Inc. Proprietary and Confidential. 18
  • 19. US The Pool - Vivaki case studyPhase Three: Field Research results The Pool – Phase Three: Field Research“Asq chosen” delivers +288% lift v. pre-roll in both top of mind and unaided awareness* Non – Significant Lifts Source: comScore & Vivaki Pool research © comScore, Inc. Proprietary and Confidential. 19 US 2010
  • 20. –  Agenda:–  comScore–  comScore Video Metrix US v. UK v. Japan   Online Video via a PC / MAC   Online Video via MOBILE  Online Video Advertising Effectiveness   UK .FOX Online Video case study   US Video Egg and Vivaki case studies–  3 Screen Measurement–  Key take-aways–  Thanks and Q&A © comScore, Inc. Proprietary and Confidential. 20
  • 21. The Holy Grail: 3 screens Video Usage and a Single Source Panel The project news was leaked… hear more from our CEO on:http://www.beet.tv/2010/11/comscore-to-track-three-screen-video-usage-ceo-magid-abraham.html © comScore, Inc. Proprietary and Confidential. 21
  • 22. –  Agenda:–  comScore–  comScore Video Metrix US v. UK v. Japan   Online Video via a PC / MAC   Online Video via MOBILE  Online Video Advertising Effectiveness   UK .FOX Online Video case study   US Video Egg and Vivaki case studies–  3 Screen Measurement–  Key take-aways–  Thanks and Q&A © comScore, Inc. Proprietary and Confidential. 22
  • 23. Key take-aways1. Video is BIG and accounts for lots of online time & Video on Mobile is growing fast2. Video ads work and there’s room for experimenting with formats3. The proverbial 3 screen measurement is coming! © comScore, Inc. Proprietary and Confidential. 23
  • 24. Thank you!Osnat Zaretsky, ozaretsky@comscore.com @Osnatz