comScore online video 11.01.11 videoTLV

A Booming Market – Here, There, Everywhere Digital Video Market

11th January 2011 Osnat Zaretsky, [email protected] @Osnatz

2 © comScore, Inc. Proprietary and Confidential.

–  Agenda:

–  comScore

–  comScore Video Metrix US v. UK v. Japan  Online Video via a PC / MAC  Online Video via MOBILE

  Online Video Advertising Effectiveness  UK .FOX Online Video case study  US Video Egg and Vivaki case studies

–  3 Screen Measurement

–  Key take-aways

–  Thanks and Q&A


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–  Agenda:

–  comScore







Online Video from a PC/MAC: Reach among Internet Users in UK, US and Japan

Source: comScore Video Metrix, October 2010

84%

16%

Online Video Viewers Non-Viewers

81%

19%


78%

22%


Online Video is BIG – 80%+ penetration among internet users in UK and US


Online Video from a PC/MAC: TOP 3 Video Properties in UK, US and Japan


(with NICOVIDEO.JP)


Online Video from a PC/MAC: Viewers Age profile in UK, US and Japan


US Video Viewers Skew Younger Than in UK and Japan

0%

5%

10%

15%

20%

25%

30%

15-24 25-34 35-44 45-54 55+

Viewer Penetration by Age Group

UK US Japan


comScore’s Newest Development – Ads Vs. Content

US – Data Released – Oct: 12.8% of all video views were ads UK – Pre-release (beta) Data for Oct: 4.9% of all video views were ads



–  Agenda:

–  comScore







Online Video from Mobile: Video Makes it Big on the Small Screen

Source: comScore MobiLens October 2010

1,694

8,223 2,770

11,966

UK US

Mobile TV/Video Viewers (000) Oct-2009 Oct-2010

+ 64%

+ 46%

Mobile Video is growing fast with 2.8m viewers in UK (+64% v.YA)


Online Video from Mobile: Mobile TV/Video Consumption on Smartphone

Source: comScore MobiLens October 2010

80% of Mobile Viewers in UK have a Smartphone, one of the key enablers


–  Agenda:

–  comScore







UK .FOX Online Video case study Video v. Display: more effective with fewer exposures

3.3% 2.9%

4.3%

1-5 exposures 6-9 exposures 10+ exposures

Video only

1.2%

2.4%

3.8%

1-5 exposures 6-9 exposures 10+ exposures

Display only

Absolute Percentage Point Lift in Site Visitation Exposed Group vs. Control

Campaign Breakout: Video Only: Financial Display Only: Travel, Utilities & Public Sector

Video has a more immediate effect (measured on site visitation after exposure) – same impact measured for campaign-related search terms

Source: comScore .FOX UK study, 2010


–  Agenda:

–  comScore







Unaided and aided recall among those exposed to Video Interstitial units was 1.5x standard ad banner

On average, recall was twice as high among those exposed to AdFrames ads.

US VideoEgg case study Video Outperform the Standard Banner on Ad Recall

Average Index for All Campaigns Versus Standard Banner

Banner Index 100

Source: comScore Video Egg US study, 2010


Those who engaged with the VideoEgg ads were 6X more likely to mention the advertiser FIRST for unaided recall, and 4x as likely to remember the ads on an aided basis

US VideoEgg case study Specific Video Formats are much more effective

Source: comScore Video Egg US study, 2010

Banner Index 100

10.5% of users exposed to AdFrames engaged with the ad

Average Index for All Campaigns Versus Standard Banner


US The Pool - Vivaki case study ASq Video Format


US The Pool - Vivaki case study Phase Three: Field Research results

* Non – Significant Lifts

The Pool – Phase Three: Field Research

“Asq chosen” delivers +288% lift v. pre-roll in both top of mind and unaided awareness

Source: comScore & Vivaki Pool research US 2010


–  Agenda:

–  comScore







The Holy Grail: 3 screens Video Usage and a Single Source Panel

The project news was leaked… hear more from our CEO on:

http://www.beet.tv/2010/11/comscore-to-track-three-screen-video-usage-ceo-magid-abraham.html


–  Agenda:

–  comScore







1. Video is BIG and accounts for lots of online time & Video on Mobile is growing fast

2. Video ads work and there’s room for experimenting with formats

3. The proverbial 3 screen measurement is coming!

Key take-aways

Thank you!

Osnat Zaretsky, [email protected] @Osnatz

Technology

comScore online video 11.01.11 videoTLV