(re)introducing Online Video, and Online Video Measurement: UK, France and Germany
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(re)introducing Online Video, and Online Video Measurement: UK, France and Germany

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A webinar held by Comscore in February 25, 2009....

A webinar held by Comscore in February 25, 2009.

As online video becomes more mainstream (over 84% of UK online users view a video every month) and online advertising continues to expand (projected to grow to £4.8Billion by 2012 in the US alone), the need to understand the effect that online video advertising has on brand awareness, online & offline sales, and unique viewers could not be greater.

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(re)introducing Online Video, and Online Video Measurement: UK, France and Germany (re)introducing Online Video, and Online Video Measurement: UK, France and Germany Presentation Transcript

  • (re)introducing online video, and online video measurement: UK, France and Germany Presented by Tania Yuki 2/25/2009
  • Video Metrix – the trusted source for online video measurement ■ The first product measuring online video in the world ■ Broadest global coverage of any video measurement product (US, Canada, UK, France and Germany) – Japan planned 2009 ■ Relied on by 100 clients, including 15 leading advertising agencies in the US Proprietary and Confidential Do not distribute without written permission from comScore
  • Agenda ■ Online video in UK, France and Germany – Recent trends - the numbers – Online video advertising and opportunities ■ Understanding online video measurement – What you need to know going in – a hybrid approach to video measurement – Advertising effectiveness – Future directions Proprietary and Confidential Do not distribute without written permission from comScore
  • Video viewing in the UK: niche or mainstream? Total Internet Users (MM) Percent of Internet Users Who Streamed (MM) 40 90% 35 80% 70% 30 60% 25 50% 20 40% 15 30% 10 20% 5 10% 0 0% Proprietary and Confidential Do not distribute without written permission from comScore
  • There is a high penetration of video viewing across Europe Percentage of online population who streamed video 90% 84% 80% 79% 77% 70% 60% 50% 40% 30% 20% 10% 0% UK France Germany Source: comScore Video Metrix; December 2008 Proprietary and Confidential Do not distribute without written permission from comScore
  • Online video – the simple truth: ■ The number of people watching online video in the UK has grown 13% yoy ■ In France and Germany, video viewing grew 17% and 10% yoy respectively Engagement is on the rise too: ■ Videos per viewer has grown 18% yoy, with the average viewer watching 131 videos each in December 2008 in the UK ■ Time spent per viewer is also up 46% yoy, with the average viewer spending over 8 hours a month watching online video (compared with just under 6 hours a year ago) Proprietary and Confidential Do not distribute without written permission from comScore
  • We know the viewer is at the wheel... Viewers want the video(s) that they want: ■ HOW they want ■ WHEN they want ■ WHERE they want ■ and to be able to share and engage… …without limitation or restriction Proprietary and Confidential Do not distribute without written permission from comScore
  • Platforms, technology and consumer behaviors •From program •Super distribution times to my-time (and place, and •Fragmentation platform) •Experimentation •From passive viewing , to active engagement Proprietary and Confidential Do not distribute without written permission from comScore
  • Online video advertising – multiple opportunities for significant growth In page Skinned Sponsor Branded Pre-roll video Post-roll players driven content In Water Ad Overlays Bugs banner Mid-roll marks insertion video ■ In 2009 UK advertisers are expected to spend around £3.6bn on the internet, an amount that will outstrip the £3.4bn that is forecast to be spent on TV ads* ■ Video advertising (and other rich media) to account for 60% of online ad spend by 2013** *Jupiter Research **Forrester Research Proprietary and Confidential Do not distribute without written permission from comScore
  • Synergy of methodologies: our hybrid approach Panel Measurement: Beacons: Critical media planning Total breadth of the internet, elements (demographics, niche populations and reach, duration, etc) evolving technologies Video Metrix Tags: Content detail and standardization Three Primary Components Proprietary and Confidential Do not distribute without written permission from comScore 10
  • Knowing more, about more: • Track syndicated content, embeds, viral Location tag distribution Content Producer tag • Know what people are actually watching Content type and • Ads, premium, UGC, short and long form, genre tag genres • How many views? • Who’s watching? Show level tag • Where? Proprietary and Confidential Do not distribute without written permission from comScore
  • Video Advertising Effectiveness ■ Who was reached (demographics, as well as RF and build, distribution) ■ What happened next (site visitation, searches etc) ■ What was the impact? Who? Who was reached and how often? • Reach/Frequency • Impressions • Demographics • Flighting • Audience Build • Distribution Those exposed more than twice as likely as those not exposed to visit provider within 3 weeks after exposure Proprietary and Confidential Do not distribute without written permission from comScore
  • Video Metrix Product Roadmap: Advertising Insights and Enhancements : ■ Ads and Content reporting ■ Video Ad Network Reporting ■ Advanced ad format tracking Proprietary and Confidential Do not distribute without written permission from comScore 13
  • Thank You!! Tania Yuki comScore Video Metrix tyuki@comscore.com Ciaran O’Sullivan comScore UK cosullivan@comscore.com Proprietary and Confidential Do not distribute without written permission from comScore