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  • Hours per Viewer6.412.4Videos per Viewer111171Minutes per Video3.54.4
  • Hours per Viewer6.412.4Videos per Viewer111171Minutes per Video3.54.4
  • Hours per Viewer6.412.4Videos per Viewer111171Minutes per Video3.54.4
  • In a recent study – 16% are connecting their
  • 6% of individuals watch television online onlyTelevision advertising is a $70 billion industryThe online video advertising industry is roughly a $1 billion industryThe online video advertising industry to be at: 4% * $70 billion = $4.2 billion?
  • By their own admission, viewers say they could take more than a 50% higher ad load against long format programming
  • By their own admission, viewers say they could take more than a 50% higher ad load against long format programming
  • Learn to tune in versus tune out..
  • 29% comment
  • 41% upload videos
  • 48% share videos1 in 3 share TV shows online
  • 55% view video on their computer with other people
  • Very little difference in co-viewing habits between males and fe42% of Females view with one other, 46% of males12% of Females view with more than one, 12% of males
  • Video viewing continues to rise across all measuresIn order to increase ad spending, we need to start with ad loadsVideo is more than just another screen
  • Transcript

    • 1. Dan Piech
      The State of Online Video
      OMMA VIDEO - January, 2010
    • 2. Image Source: Craig Chelius
    • 3. 89 MILLION PEOPLE
      IN THE UNITED STATESARE GOING TO WATCH
      Source: comScore Video Metrix, December 2010
    • 4. 89 MILLION PEOPLE
      1.2BILLION VIDEOS
      IN THE UNITED STATESARE GOING TO WATCH
      Source: comScore Video Metrix, December 2010
    • 5. 89 MILLION PEOPLE
      1.2BILLION VIDEOS
      IN THE UNITED STATESARE GOING TO WATCH
      TODAY
      Source: comScore Video Metrix, December 2010
    • 6. 2006
      <embed src=“video.swf”>
    • 7. 2006
      $324 MILLION (ad spend)
      63 BILLION VIDEOS
      ¢0.7 PER VIDEO
      Source: comScore Video Metrix, December 2010; eMarketer, December 2009; IAB, 2010
    • 8. 2010
      <video>
    • 9. 2010
      $1,440 MILLION (ad spend)
      441 BILLION VIDEOS
      ¢0.4 PER VIDEO
      Source: comScore Video Metrix, December 2010; eMarketer, December 2009; IAB, 2010
    • 10. 2006 – 2010
    • 11. 2006 – 2010
      $ Ad Spend: +344%
    • 12. 2006 – 2010
      $ Ad Spend: +344%
      # Videos: +600%
    • 13. AGENDA
      THE STATE OF ONLINE VIDEO
      THE FUTURE OF VIDEO MONETIZATION
      WHY VIDEO?
      Icon Source: Dale Morrell, 19eighty7.com
    • 14. THE STATE OF ONLINE VIDEO
      Ubiquity
      The rise of long-form
      Video advertising
      Icon Source: Dale Morrell, 19eighty7.com
    • 15. The growth of the online video universe
      Source: comScore Video Metrix
    • 16. Every month:
      Source: comScore Video Metrix, December 2010
    • 17. Age breakdown: Percent of Internet audience that view video
      Source: comScore Video Metrix, December 2010
    • 18. Age breakdown: Videos per viewer
      Source: comScore Video Metrix, December 2010
    • 19. Viewing by gender (Top 100 Video Properties)
      42% 58%
      43% 57%
      48% 52%
      Source: comScore Video Metrix, December 2010
    • 20. Where are viewers watching content videos?
      Source: comScore Video Metrix, December 2010
    • 21. Duration moves upwards as long-form TV content moves online
      +162%
      Source: comScore Video Metrix
    • 22. Growth in long-form TV programming online
      Source: comScore Video Metrix, Dec 2009 – Dec 2010
      Yearly growth in videos viewed on long-form TV programming sites
      Videos per Viewer
      Videos Viewed
      75%
      104%
      increase
      increase
    • 23. Growth in long-form TV viewing repeat engagement
      Source: comScore Video Metrix, Dec 2009 – Dec 2010
      Average percent of a site’s viewers that view videos on any given day
      (long-form sites only)
      4%
      8%
      2009
      2010
    • 24. Ad impressions per month
      5.9
      Billion
      video ad impressions per month
      2.4
      Billion
      video ad minutes per month
      148
      Million
      viewers exposed to video ads
      Source: comScore Video Metrix, December 2010
    • 25. Ad Impressions per month – 6 month variances
      36
      % Growth
      video ad impressions per month
      30
      % Growth
      video ad minutes per month
      8
      % Growth
      viewers exposed to video ads
      Source: comScore Video Metrix, June 2010 – December, 2010
    • 26. Source: comScore Video Metrix, December 2010
      Video advertising reach
      Linear video ads are served across the web in a month reach the average video viewer 40 times
    • 27. Source: comScore Video Metrix, December 2010
      16.4% of videos viewed are ads
      Ad Percentage
    • 28. THE FUTURE OF VIDEO MONETIZATION
      Are we monetizing to the degree we could be?
      Comparison to television
      Viewer expectations are being molded as we speak
      Icon Source: Dale Morrell, 19eighty7.com
    • 29. Source: comScore Video Metrix, December 2010 and eMarketer, December 2009
      Online video viewing growth is outpacing ad spending growth
    • 30. Not enough ads?
      Ads too cheap?
    • 31. Source: comScore Video Metrix, December 2010
      All Online Video
      Television
      1.6% of time spent viewing video online is spent viewing ads compared to 20-30% on TV
    • 32. Source: comScore Video Metrix, December 2010
      Entertainment Sites
      Television
      5.3% of time spent viewing video online on entertainment sites is spent viewing ads compared to 20-30% on TV
    • 33. Source: comScore Video Metrix, December 2010
      Long-Form Premium TV-content
      Television
      8.5% of time spent viewing video online on long-form premium TV content is spent viewing ads compared to 20-30% on TV
    • 34. What do our Viewers Really Value?
      Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply.
      Source: comScore TV Everywhere Survey, 2010
      Base sizes:
      Total=617
      Online Only= 115
      Both TV/Online= 502
    • 35. What do our Viewers Really Value?
      Q12. What are the reasons why you like to watch Original TV shows online? Check all that apply.
      Source: comScore TV Everywhere Survey, 2010
      Base sizes:
      Total=617
      Online Only= 115
      Both TV/Online= 502
    • 36. Desired Length of Commercials Online
      Source: comScore TV Everywhere Survey, 2009
    • 37. Desired Length of Commercials Online
      Source: comScore TV Everywhere Survey, 2009
    • 38. Amount of Advertising is:
      Source: comScore TV Everywhere Survey, 2010
      Base sizes:
      Total=616
    • 39. Are we conditioning our viewers to fewer ads?
    • 40. WHY VIDEO?
      What makes the video universe uniquely powerful?
      The social nature of online video
      Icon Source: Dale Morrell, 19eighty7.com
    • 41. And it works
      Source: comScore TV Everywhere Survey | n = 1825
    • 42. What are the reasons you visited an advertiser’s website while watching a show online?
      Percentage of respondents
      Source: comScore TV Survey, 2010
    • 43. Nearly 100% of online spenders are video viewers
      comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
    • 44. Not all video audiences are created equal when it comes to video advertising and retail spending at a category level
      comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
      Buying Power Index
    • 45. Video is social, interactive, lean forward…
      Note the clichéd clip-art graphics
    • 46. 1 in 3 video viewers comment
    • 47. 2 in 5 upload videos
    • 48. 1 in 2 regularly share videos
    • 49. More than 1 in 2 view online video with others
    • 50. Among 18-34’s, more than 2 in 3 view with others
    • 51. WHY VIDEO?
      What makes the video universe uniquely powerful?
      The social nature of online video
      Icon Source: Dale Morrell, 19eighty7.com
      THE FUTURE OF MONETIZATION
      Are we monetizing to the degree we could be?
      Comparison to television
      Viewer expectations are being molded as we speak
      THE STATE OF ONLINE VIDEO
      Ubiquity
      The rise of long-form
      Video advertising
    • 52. Thank you!
      Dan Piech | dpiech@comscore.com

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