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YouTube Mena Statistics

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Some interesting Youtube Mena statistics shared directly by Google thanks to Will Rocklin.

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YouTube Mena Statistics

  1. 1. Google Confidential and Proprietary
  2. 2. 4B+ global views per day (600M 3rd Largest site on on mobile) the Internet 800M Unique visitors per month2 Google Confidential and Proprietary
  3. 3. 3 Google Confidential and Proprietary
  4. 4. YouTube YouTube Daily YouTube Weekly Users Users Users UAE 83% 34% 35% KSA 85% 42% 34% Egypt 74% 30% 30%Source: TNS, Think Insights 2012 with Google4 Google Confidential and Proprietary
  5. 5. Egypt UAE ~37% 32% ~18% 13% 10% 12% 9% 9% 10% 10% 12% 7% 7% 5% 6% 6% 4% 5% 5% 6% 6% 6% KSA Morocco 46% 53% ~34% 24% 17% 20% 20% ~13% 16% 9% 10% 10% 11% 13% 8% 8% 8% 9% 9% 9%5% 6%Source: PARC and Internal Google Systems,5 Google Confidential and Proprietary
  6. 6. and message 40-50% of the YouTube users are women 50-60% of the YouTube users are men The average age of the MENA YouTube user is 33-35 years old The average monthly salary of the MENA YouTube user is between USD 300-3,000 30-70% of the MENA YouTube users have University Degrees 28-65% of the MENA YouTube users use data on their smartphones 6 Google Confidential and Proprietary
  7. 7. 7 Google Confidential and Proprietary
  8. 8. REACHGoogle Confidential and Proprietary
  9. 9. 9 Google Confidential and Proprietary
  10. 10. YVA can be click to Static image or flash play, auto-play and companion, horizontal expandable positioning configurable*Currently available in the UAE, Saudi Arabia, Egypt, and Morocco10 Google Confidential and Proprietary
  11. 11. 11 Google Confidential and Proprietary
  12. 12. 12 Google Confidential and Proprietary
  13. 13. 140 130 120 110 100 90 80 70 60 50 6/1/11 7/1/11 8/1/11 9/1/11 10/1/11 11/1/11 12/1/11 1/1/12 2/1/12*Egypt, Morocco, UAE, KSA, **Q3-Q4 2011 Growth13 Google Confidential and Proprietary
  14. 14. Daily YouTube Desktop YouTube Total Impressions Homepage Masthead Mobile Roadblock KSA 2.5M 4.0M 6.5M UAE 800k 900k 1.7M Egypt 1.5M 300k 1.8M Morocco 1.4M 400k 1.8M14 Google Confidential and Proprietary
  15. 15. IMPACTGoogle Confidential and Proprietary
  16. 16. Making an Impact: Go Big With Video Use the power of sight, sound, and motion to attract attention and engage users. Average interaction rate of 1.3%Source: Google Internal Systems; Interaction rate = (Banner clicks + CTP + Click to watch + Click to replay + click to full screen + click tochannel)/(Total Impressions)16 Google Confidential and Proprietary
  17. 17. Making an Impact: Be Hyper Visible Leverage the maximum amount of homepage real estate to create interesting video perspectives and user experiences. Average interaction rate of an expandable YVA is 20%*Actual expandable under development. Not final concept.17 Google Confidential and Proprietary
  18. 18. Making an Impact: Incite Action Encourage engagement and drive results. Homepage ads spark buzz and brand engagement. Viewers are 437% more likely to engage in a key brand activity.Source: Google Internal Systems18 Google Confidential and Proprietary
  19. 19. And it’s easy… Video Uploaded to YouTube Simple Banner(s) Exclusivity Reach Impact100% Share of Voice for Use the power of sight, 24 hours, across ALL 11.8 million Impressions sound, and motion to screens. engage your audience 19 Google Confidential and Proprietary
  20. 20. Viral doesn’t just happenGive your advertising video a boost with promotion on the Homepage Promoted on The YouTube HomepageVIEWS PER WEEK Natural viral CVP SCORE YouTube homepage ads are responsible for 86% of all views; they increase expected views by over 600%! Source: Millward Brown Viral Study, Aug 2010, This analysis has undergone peer review and full results have been published in the International Journal of Advertising20 Google Confidential and Proprietary
  21. 21. Best Practices21 Google Confidential and Proprietary
  22. 22. …For Product Launches Launch…and Launch Big with YouTube22 Google Confidential and Proprietary
  23. 23. …For Brand Engagement Propel Your Brand to Top of Mind with the interactivity, and engagement that YouTube offers.23 Google Confidential and Proprietary
  24. 24. …to Complement TV + Drive incremental reach via YouTube advertising24 Google Confidential and Proprietary
  25. 25. 25 Google Confidential and Proprietary
  26. 26. Formats26 Google Confidential and Proprietary
  27. 27. Overview of advertising options on YouTube Premium Expandable Mobile YVA YVA Roadblock Brand Channel Mobile Brand Channel27 Google Confidential and Proprietary
  28. 28. YVA can be click to Static image or flash play, auto-play and companion, horizontal expandable positioning configurable1. Currently available in the UAE, Saudi Arabia, Egypt and Morocco 28 Google Confidential and Proprietary
  29. 29. Daily YouTube Desktop YouTubeImpressions Total Homepage Masthead Mobile Roadblock KSA 2.5M 4.0M 6.5M UAE 800k 900k 1.7M Egypt 1.5M 300k 1.8MMorocco 1.4M 400k 1.8M29 Google Confidential and Proprietary
  30. 30. Extend to new screensOwn all of YouTube for 24 hours, on any screen, by adding the mobile roadblock. YouTube Homepage YouTube Mobile Roadblock 6.2M impressions per day 5.6 M impressions per day +30 Google Confidential and Proprietary
  31. 31. All homepage buys come with an upgrade to a brand channel and amobile brand channel to enhance your brand’s home on all screens. Value Add!31 Google Confidential and Proprietary
  32. 32. YouTube is monetized in 39 different countries/territories and available in 54 different languages/dialects Americas Europe, Africa & Middle East Asia Pacific United States United Kingdom Belgium Japan Taiwan Canada France Netherlands Hong Kong Australia Mexico Germany Sweden South Korea New Zealand Argentina Ireland Poland Philippines Malaysia Brazil Italy Russia Singapore Indonesia Colombia Spain Israel India Chile Czech Republic South Africa Peru Hungary Egypt Kenya Morocco Saudi Arabia United Arab of Emirates32 Google Confidential and Proprietary
  33. 33. 33 Google Confidential and Proprietary
  34. 34. UAEYouTube Usage per Device Category YouTube Users Total (Devices 83% independent) n=778 PC n=639 79% Tablet 74% n=192 Mobile 59% Phone n=500 Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=778; Q18: How often do you use the online video platform YouTube via the device for personal reasons? Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=500; PC n=639; Tablet n=192 Google Confidential and Proprietary 34 UAE
  35. 35. KSAYouTube Usage per Device Category YouTube Users Total (Devices 85% independent) n=771 PC n=606 86% Tablet n=141 81% Mobile Phone 69% n=563 Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=771; Q18: How often do you use the online video platform YouTube via the device for personal reasons? Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=563; PC n=606; Tablet n=141 Google Confidential and Proprietary 35 Saudi Arabia
  36. 36. EgyptYouTube Usage per Device Category YouTube Users Total (Devices 74% independent) n=282 PC n=234 77% Mobile Phone 47% n=111 Tablet 0% n=1 Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=282; Q18: How often do you use the online video platform YouTube via the device for personal reasons? Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=111; PC n=234; Tablet n=1 Google Confidential and Proprietary 36 Egypt
  37. 37. 37 Google Confidential and Proprietary
  38. 38. 38 Google Confidential and Proprietary
  39. 39. 39 Google Confidential and Proprietary
  40. 40. Playbacks Breakdown by Category%, Jan 2012 8% 7% 9% 7% 2% 1% 3% 3% 2% 3% 3% 3% 6% 3% 9% 5% 5% 5% 8% 6% 7% 9% Other 8% 8% 9% Autos & Vehicles 9% 8% 6% Education 11% Sports 18% 14% News & Politics 27% Comedy 16% Film & Animation 22% Entertainment 21% 33% 16% People & Blogs Music 22% 19% 19% KSA Egypt UAE Morocco 40 Google Confidential and Proprietary
  41. 41. Views Breakdown by Category%, Jan 2012 11% 10% 9% 13% 2% 2% 3% 2% 5% 5% 7% 4% 5% 4% 8% 5% 9% 9% 9% 7% Other 7% 7% 9% 8% Autos & Vehicles 12% News & Politics 15% Sports 18% 25% Film & Animation 16% Comedy 22% Entertainment 21% People & Blogs 15% Music 35% 23% 21% 20% KSA Egypt UAE Morocco 41 Google Confidential and Proprietary
  42. 42. 4X 18X 6X 6X 18XSource: Homepage Impact Study, November 2009, updated December 2010. Median of exposed group as compared to controlgroup indexed at 100%.42 Google Confidential and Proprietary
  43. 43. 43 Google Confidential and Proprietary
  44. 44. 44 Google Confidential and Proprietary
  45. 45. +45 Google Confidential and Proprietary
  46. 46. TV vs. YouTube viewership 60 50 40 %Daily Reach of light TV viewers 30 % 20 % 10 % Online TV 0 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5 am Time of DaySource: YouTube Media Consumption StudyLight TV Viewers = 0-16 hrs TV per week, n=213 46 Google Confidential and Proprietary
  47. 47. Delivering 4% incremental reach to TV TV contacts YT contacts YouTube TV Ads Ads Reach Reach 12% 69% 4% incremental reach 33% of those exposed to theYouTube ad had no contact with the TV campaignSource: Samsung Masthead Study UK, Metrix Lab, July 2010Target Audience: ABC1 Men 22-5547 Google Confidential and Proprietary

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