Piech_Dan

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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

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

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