comScore Webinar: Getting Beyond Big In Online Video

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

comScore Webinar: Getting Beyond Big In Online Video

by Dan Keeney on Nov 17, 2009

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comScore Webinar: Getting Beyond Big In Online Video — Presentation Transcript