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Com Score Webinar   Getting Beyond Big In Online Video
 

Com Score Webinar Getting Beyond Big In Online Video

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This is a very good study to demonstrate how brands that have saturated reach objectives can use online video to increase affinity and brand effectiveness.

This is a very good study to demonstrate how brands that have saturated reach objectives can use online video to increase affinity and brand effectiveness.

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    Com Score Webinar   Getting Beyond Big In Online Video Com Score Webinar Getting Beyond Big In Online Video Presentation Transcript

    • Getting Beyond Big in Online Video Presented by Tania Yuki, comScore
    •  Getting beyond big  Small (and relevant) is the new big  Context: not all video or video advertising is created equal © comScore, Inc. Proprietary and Confidential. 2
    • Video is big 16.8 billion streams! © comScore, Inc. Proprietary and Confidential. 3 Video Metrix US April 2009
    • Put another way… That’s 151mm people who can be reached an average of 110 times during a video experience, each month …just in the US © comScore, Inc. Proprietary and Confidential. 4
    • In the US, video is also undeniably big in terms of reaching people online… (MM) Total Internet Users (MM) 90% 180 80% 160 70% 140 60% 120 50% 100 40% 80 30% 60 40 20% 20 10% 0 0% © comScore, Inc. Proprietary and Confidential. 5
    • Total Videos Streamed (000) in the US Over 15 Months 18,000,000 Total Internet Videos are Up 66% in 15 months 16,000,000 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 Total Videos © comScore, Inc. Proprietary and Confidential. 6
    • And big elsewhere by reach as well… Percentage of online population who streamed video 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% UK Canada France Germany Source: comScore Video Metrix; December 2008 © comScore, Inc. Proprietary and Confidential. 7
    • Online video is surprisingly big across all age categories… Online Video Monthly Cume by Age 80% 73.6% 73.4% 72.8% 70.5% 70.0% 70.1% 70% 67.6% 66.7% 61.7% 60% 50% 40% 30% 20% 10% 0% 2+ 2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ Source: comScore Video Metrix © comScore, Inc. Proprietary and Confidential. 8
    • And especially big in 18-34’s in terms of time spent viewing Average time spent viewing video per person (in hours) 1000% 9 900% 800% 7 7 700% 6 600% 5 500% 4 4 400% 3 300% 200% 100% 0% 2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ Source: comScore Video Metrix © comScore, Inc. Proprietary and Confidential. 9
    • Top video sites show big growth 8,000,000 YouTube Videos are Up 98% in 15 months 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 Youtube © comScore, Inc. Proprietary and Confidential. 10
    • Top video sites show big growth  Unique viewers on Hulu and the Hulu video network Hulu’s audience grew nearly 600% in the last 12 months © comScore, Inc. Proprietary and Confidential. 11
    • Getting Beyond Big… © comScore, Inc. Proprietary and Confidential. 12
    • Big does not always equal good… © comScore, Inc. Proprietary and Confidential. 13
    • Especially when we talk about video in terms of streams My network did 10 million What’s a billion streams stream? last month… © comScore, Inc. Proprietary and Confidential. 14
    • The problem with big streaming numbers…  A stream is a generic term used to explain that a video file was requested and viewed (at least in part) – Can be auto initiated, user initiated, live streaming, progressive download, from a web server or a content delivery network (CDN), or multiple CDN’s…  Can be useful to understand scale and tonnage, but--- Web Server Content Request Consumer Content Stream Request CDN © comScore, Inc. Proprietary and Confidential. 15
    • We need to look beyond ‘streams’  A stream really only expresses the result of convoluted, complex technology-based relationships, and can be confusing as a measure in itself Web Content Server Server Content Content Request Request Consumer Content Stream Ad Request ? Ad Stream Ad Network CDN © comScore, Inc. Proprietary and Confidential. 16
    • Looking beyond big streams, to specific audiences and online behaviors… …small (and relevant) is the new big © comScore, Inc. Proprietary and Confidential. 17
    • Big used to matter. Big meant economies of scale. Value came from hundreds of operators standing by and from nine-figure TV ad budgets. And then small happened. Seth Godin © comScore, Inc. Proprietary and Confidential. 18
    • Three alternatives to ‘big’ streaming numbers  Specific audiences and audience comps who can be understood and reached meaningfully by virtue of their behavior  Niche audiences or online ‘tribes’ who congregate (and can be reached) around their interests  Relevant, value-enhancing advertising messages and offers that focus on the context of the video experience (moving beyond sweeping generalizations based on demographic composition) © comScore, Inc. Proprietary and Confidential. 19
    • Specific audiences: Target: 18+ business travelers who watch video and multi screen – Of the 39mm in this target group, 52% watched online video in the last 7 days – Light, medium and heavy TV viewers represented 43%, 27% and 24% reach respectively – 50% of light TV viewers, 44% of medium TV viewers and 66% of heavy TV viewers also watched online video in the last 7 days – Only 3.5% never watch TV while using their computer 26% frequently watch TV while using their computer ; 12% always did so © comScore, Inc. Proprietary and Confidential. 20 Plan Metrix, April 2009
    • Video can be used to reach very specific people around their online searching and buying behavior Applying for and searching out financial Where can we reach these people? products –  Of the 30mm people who searched  Geico browsers over indexed on for and/or applied for an array of myspace, msn video, OV guide financial services products  Lendingtree browsers loved video (personal loan, mortgage, 401k, sharing sites like ebaumsworld, brokerage account etc) in the last 6 veoh and dailymotion months…  Etrade, Schwab and Fidelity  60% could have been reached via browsers and applicants could be online video in the last week found watching video on Hulu,  The video viewers tended to Spike, Metacafe, Break, MSN Video concentrate around the higher and Justin.tv among others income thresholds, and around  Freecreditreport.com customers specific video sites and applicants also visited Funnyordie, real.com and Break © comScore, Inc. Proprietary and Confidential. 21 Video Metrix and Plan Metrix report, April 2009
    • Using simple planning tools like Video RF to simplify planning video against specific targets © comScore, Inc. Proprietary and Confidential. 22
    • Video is also a powerful way of reaching niche audiences as they congregate around their interests gamers Snow Mom boarders bloggers DIY fashion and influencers © comScore, Inc. Proprietary and Confidential. 23
    •  The fascination with big (and why we’re stuck)  Small (and relevant) is the new big  Don’t forget context © comScore, Inc. Proprietary and Confidential. 24
    • Not all video is the same (and not all viewers can be treated the same) © comScore, Inc. Proprietary and Confidential. 25
    • Not all video advertising is the same either… In Water Branded Pre-roll banner marks content video Skinned Mid-roll Overlays Post-roll players In page Sponsor Something Bugs different? video driven © comScore, Inc. Proprietary and Confidential. 26
    • Two kinds of video experiences Transportation Information and escape and education © comScore, Inc. Proprietary and Confidential. 27
    • Online video to… escape elevate • immersive • functional, searching • viewer in ‘passive mode’ • viewer in ‘action mode’ • Less likely to want to interrupt their content • More likely to take action on a relevant experience or be diverted message, immediately • Linear video advertising with companions, • Video advertising featuring a call to action: similar to TV experience clickable overlays, in video ads, companions © comScore, Inc. Proprietary and Confidential. 28
    • Content as transportation and escape…  The viewer is typically interested in an immersive but lean back experience similar to that of TV Program or video is the end in itself, the outcome of searching/seeking  Includes short or long form programming  Examples include Lost, Desperate Housewives, Heroes as well as short form comedy programming, music, animation  Viewer is receptive to advertising messages, albeit in a ‘soft’ way – think brand lift, awareness © comScore, Inc. Proprietary and Confidential. 29
    • Content as information and education… Aka help me do something; find something; be more interesting • Viewer actively seeks out information in a shared video format that is valuable to him/her • Reveals a lot about interests, and potentially where they are in the purchase cycle • How-to content, news, travel information, professional talks, interviews etc • Ads can become ‘helpful’ • Huge opportunities here for highly relevant advertising that delivers value and utility, directly © comScore, Inc. Proprietary and Confidential. 30
    • The potential in video advertising: Video viewers are 20% more likely to make a purchase online Buyers per visitor/ video viewer 25.0% 19.7% 20.0% 15.0% 10.0% 21.3% 21.5% 22% 21.8% 20.5% 5.0% Total Internet 0.0% Video Streamers © comScore, Inc. Proprietary and Confidential. 31
    • Key Takeaways  Big is not the destination in online video… meaningful is  Meaningful insights means understanding audiences, as well as understanding the different types of video experiences available… and catering our advertising messages to each  There are huge, untapped opportunities in video advertising  Do not think streams, think who is watching and what are they telling you about their interests? © comScore, Inc. Proprietary and Confidential. 32
    • Next in the Online Video Series July 14 Cross-Screen Synergy: Show me the (TV) money! (Why Online Video and TV are not competitors…and what you can do about it.) July 29 Thank you! Going Beyond TV on the Web: Finding the Untapped Advertising Opportunities in Online Video tyuki@comscore.com Contact: events@comscore.com