(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
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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
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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%
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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
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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)
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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
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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
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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
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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
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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?
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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
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Video Metrix Product Roadmap:
Advertising Insights and Enhancements :
■ Ads and Content reporting
■ Video Ad Network Reporting
■ Advanced ad format tracking
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Thank You!!
Tania Yuki
comScore Video Metrix
tyuki@comscore.com
Ciaran O’Sullivan
comScore UK
cosullivan@comscore.com
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