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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

Piech_Dan Piech_Dan Presentation Transcript

  • Dan Piech
    The State of Online Video
    OMMA VIDEO - January, 2010
  • Image Source: Craig Chelius
  • 89 MILLION PEOPLE
    IN THE UNITED STATESARE GOING TO WATCH
    Source: comScore Video Metrix, December 2010
  • 89 MILLION PEOPLE
    1.2BILLION VIDEOS
    IN THE UNITED STATESARE GOING TO WATCH
    Source: comScore Video Metrix, December 2010
  • 89 MILLION PEOPLE
    1.2BILLION VIDEOS
    IN THE UNITED STATESARE GOING TO WATCH
    TODAY
    Source: comScore Video Metrix, December 2010
  • 2006
    <embed src=“video.swf”>
  • 2006
    $324 MILLION (ad spend)
    63 BILLION VIDEOS
    ¢0.7 PER VIDEO
    Source: comScore Video Metrix, December 2010; eMarketer, December 2009; IAB, 2010
  • 2010
    <video>
  • 2010
    $1,440 MILLION (ad spend)
    441 BILLION VIDEOS
    ¢0.4 PER VIDEO
    Source: comScore Video Metrix, December 2010; eMarketer, December 2009; IAB, 2010
  • 2006 – 2010
  • 2006 – 2010
    $ Ad Spend: +344%
  • 2006 – 2010
    $ Ad Spend: +344%
    # Videos: +600%
  • AGENDA
    THE STATE OF ONLINE VIDEO
    THE FUTURE OF VIDEO MONETIZATION
    WHY VIDEO?
    Icon Source: Dale Morrell, 19eighty7.com
  • THE STATE OF ONLINE VIDEO
    Ubiquity
    The rise of long-form
    Video advertising
    Icon Source: Dale Morrell, 19eighty7.com
  • The growth of the online video universe
    Source: comScore Video Metrix
  • Every month:
    Source: comScore Video Metrix, December 2010
  • Age breakdown: Percent of Internet audience that view video
    Source: comScore Video Metrix, December 2010
  • Age breakdown: Videos per viewer
    Source: comScore Video Metrix, December 2010
  • Viewing by gender (Top 100 Video Properties)
    42% 58%
    43% 57%
    48% 52%
    Source: comScore Video Metrix, December 2010
  • Where are viewers watching content videos?
    Source: comScore Video Metrix, December 2010
  • Duration moves upwards as long-form TV content moves online
    +162%
    Source: comScore Video Metrix
  • 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
  • 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
  • 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
  • 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
  • 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
  • Source: comScore Video Metrix, December 2010
    16.4% of videos viewed are ads
    Ad Percentage
  • 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
  • Source: comScore Video Metrix, December 2010 and eMarketer, December 2009
    Online video viewing growth is outpacing ad spending growth
  • Not enough ads?
    Ads too cheap?
  • 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
  • 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
  • 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
  • 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
  • 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
  • Desired Length of Commercials Online
    Source: comScore TV Everywhere Survey, 2009
  • Desired Length of Commercials Online
    Source: comScore TV Everywhere Survey, 2009
  • Amount of Advertising is:
    Source: comScore TV Everywhere Survey, 2010
    Base sizes:
    Total=616
  • Are we conditioning our viewers to fewer ads?
  • WHY VIDEO?
    What makes the video universe uniquely powerful?
    The social nature of online video
    Icon Source: Dale Morrell, 19eighty7.com
  • And it works
    Source: comScore TV Everywhere Survey | n = 1825
  • What are the reasons you visited an advertiser’s website while watching a show online?
    Percentage of respondents
    Source: comScore TV Survey, 2010
  • Nearly 100% of online spenders are video viewers
    comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010
  • 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
  • Video is social, interactive, lean forward…
    Note the clichéd clip-art graphics
  • 1 in 3 video viewers comment
  • 2 in 5 upload videos
  • 1 in 2 regularly share videos
  • More than 1 in 2 view online video with others
  • Among 18-34’s, more than 2 in 3 view with others
  • 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
  • Thank you!
    Dan Piech | dpiech@comscore.com