Video Metrix 2.0 Client Walk-Through

Transcription

The Past, Present and Future of Online Video
The Changing Shape of the Online Video Market
Owen West
EU Business Development Director
owest@comscore.com
Discussion Topics
NOW = The Worldwide State of Online Video
THEN = How We Got Here: The New Era of Online Video
WHY = The Drivers Behind The New Era
CASE STUDY = YouTube and The Age of Convergence
CRYSTAL BALL = The Next Era of Online Video
© comScore, Inc. Proprietary and Confidential.
2
comScore is a Global Leader in Measuring the Digital World
NASDAQ
SCOR
Clients
1,900+ worldwide
Employees
1,000+
Local Presence
32+ locations in 23 countries
Global Coverage
170+ countries under measurement;
43 markets reported
Headquarters
Reston, VA
3
comScore’s Unified Approach; The Best of Both Worlds
PERSON-Centric Panel with
SITE-Census Measurement
2 Million Person Panel
360°View of Person Behaviour
PANEL
CENSUS
Unified Digital Measurement™ (UDM)
Patent-Pending Methodology
1 Million Domains Participating
Adopted by 80% of Top 100 Global Media Properties
And a behavioural cross-platform measurement capability
4
V0411
(Non Video) Stories That Have Shaped Digital in 2012
1
FACEBOOK IPO
2
2012 SUMMER OLYMPICS
3
SOCIAL MEDIA
4
MOBILE
5
MIND THE ‘DIGITAL OMNIVORE’
RAISED THE PROFILE OF SOCIAL NETWORKING AND DIGITAL
ADVERTISING….FOR THE BEST?!
ILLUMINATED THE RISE OF MULTIMEDIA & ‘ALWAYS-ON’ CONSUMPTION
A DEMOCRATISING FORCE AHEAD OF U.S. PRESIDENTIAL ELECTION
DISRUPTING ONLINE BUSINESSES IN MANY WAYS
MULTI-DEVICE INCREMENTAL EFFECT & PLATFORM CANNIBALISATION
5
NOW = The Worldwide State of Online
Video
A flourishing marketplace
The Online Video Marketplace now offers Huge Audiences
Nearly
1.3 Billion people
watch an average of
170 Online Videos
each per month
Worldwide
7
Source: comScore Video Metrix, Aged 15+, July 2012
More People are More Engaged Than Ever
July 2012
Growth since Sept
2011
1.3 billion
7%
Average Daily Unique Viewers
591 million
17%
Videos
214 billion
15%
1.468 trillion
24%
Total Unique Viewers
Total Minutes (MM)
8
Source: comScore Video Metrix, Key Measures, July 2012
Video Consumption Skewed Towards Younger Males
Percentage of Total Views Consumed by
Males Aged 15-34
40%
35%
30%
25%
20%
15%
10%
5%
0%
37.1%
29.1%
Pages
Videos
9
Source: comScore Video Metrix, Demographic Profile, July 2012
Composition of Young Males a Good Indicator of Market Development
Unique Viewers (Millions)
80
70
Other
Males 15-34
60
50
40
30
20
10
0
16.6%
17.8%
19.3%
20.0%
21.5%
Germany
France
UK
Spain
Italy
10
28.2%
Russia
41.0%
Turkey
But…..Market Audiences Are Becoming Increasingly Universal
….Ubiquity Beginning?
Unique Viewer Composition:
Males Aged 15-34
50%
Jul-11
Jul-12
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Germany
France
UK
Spain
Italy
Russia
Turkey
*EU-3 includes UK, France and Germany
11
THEN = How we got here: The New Era
of Online Video in Europe
The Shift from Quantity to Quality
Rapid Growth of Unique Viewers and Video Views Stopped in Q1 2010
for EU-3
Unique Viewers
(Millions)
Videos (Billions)
140
30
120
25
100
20
80
15
60
10
40
20
5
0
0
13
Videos (Billions)
Source: comScore Video Metrix, Media Trend
A Closer Look Uncovers the Story of a Shift From Quantity to Quality
at the Turn of 2011
Unique Viewers
(Millions)
Videos (Billions)
140
30
120
25
100
20
80
Sept 2010 –
March 2011
Change
60
40
20
Minutes per Video
+11%
Total Minutes
+ 3%
15
10
5
0
0
14
Videos (Billions)
2011 Saw the Rise to a New Era of Online Video…Continuation of
Quantity to Quality...Longer Videos
Unique Viewers
(Millions)
Videos (Billions)
140
30
120
25
100
20
80
March – Sept
2011 Change
60
40
Minutes per Video
20
Total Minutes
+4%
15
10
5
+ 33%
0
0
15
Videos (Billions)
The Last Year Has Seen a Balancing of Topline Internet
Viewing…..Early Adopters Migrating to Their Connected Devices
Unique Viewers
(Millions)
Videos (Billions)
140
30
120
25
100
20
80
15
60
10
40
20
5
0
0
16
Videos (Billions)
WHY = The Drivers Behind the New Era of
Online Video;
A Quality Viewing Experience
A Choice of Quality Content
Convenient and Accessible
A Price Worth Paying
A Quality Viewing Experience: Online Video has Come a Long Way
UGC/’Numa Numa’ Song
PREMIUM/FROZEN PLANET
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A Choice of Quality Content: The Two Ends of the Quality Spectrum
Were Well Defined
UGC
PREMIUM
Shorter format
Low budget
Low quality
Low talent/interest
Unknown content
= Minimally monetised
Longer format
High budget
High quality
High talent/interest
Known content
= Well monetised
19
A Choice of Quality Content: At the Premium End, TV Broadcasters
Have Large Online Video Presence (UK Example)
Unique Viewers (millions)
4.6
2.7
2.2
1.8
0.8
20
Source: comScore Video Metrix, July 2012, UK
A Choice of Quality Content: VOD Audiences Are Loyal, Why?;
Quality Content Delivered From Favourite Destinations
<30 days post-airing
Huge inventories
No Schedules
Personalisation
Metadata
8.8m Unduplicated
Reach
Only 2.2m
Watch From 2
or More Sites
21
Source: comScore Video Metrix, Audience Duplication July 2012, UK
A Choice of Quality Content: Not Just the Big Boys…..
Online Video Specialists Cultivate Niche & Attractive Audiences
2 x More Likely
(228%) Than the
77% of TED’s
Viewers With
Household Income
‘Average’ Video Viewer
to Watch Videos From
>£35K
Technology Sites
22
Source: comScore Video Metrix, Demographic Profile and Cross Viewing, UK, June 2012
A Choice of Quality Content: US Powerhouses Leverage Their
Existing Large Audiences in Europe
Unique Viewers (000) in EU-7*
Viacom Digital
32,185
Microsoft Sites
19,538
Yahoo! Sites
17,339
Typical Video
Audience:
Social
Networkers
Gamers
Techies
Source: comScore Video Metrix, Key Measures and Cross Viewing (taken from UK data),
July 2012
23
*EU-7 includes UK/FR/DE/ES/IT/TR/RU
A Choice of Quality Content: Online Video Suits a Variety of Content
Types, Allowing New Market Players to Emerge
Unique Viewers (000) in EU-7*
VEVO; Music Videos
50,017
Viacom Digital
Microsoft Sites
Yahoo! Sites
32,185
19,538
17,339
Source: comScore Video Metrix, Key Measures and Cross Viewing (taken from UK data),
July 2012
24
*EU-7 includes UK/FR/DE/ES/IT/TR/RU
A Choice of Quality Content: Users Are Supplying and Demanding
Higher Quality UGC
% Growth Index of Vimeo (UGC Video Sharing)
Worldwide, September 2011=100
200
180
Total
Minutes
160
140
Minutes
Minutes
per
perVideo
Video
120
Unique
Viewers
100
80
25
A Choice of Quality Content: Partnerships Bring Quality Content to
Mass Audiences
103.4m Unique Viewers
Worldwide
232.3m Unique Viewers
Worldwide
26
Convenient and Accessible: Syndicated Nature of Online Video
Brings Relevancy to the Viewer & Huge Advertising Opportunities
Unique Viewers (000) for Perform Sports
512
1,456
5,671
1,863
2,013
UK
Italy
France
Turkey
Spain
Germany
Russia
2,766
27
Convenient and Accessible: Control & Visibility to User Behaviour
Helps Deliver Relevant Content to Visitors
3.0m
2.0m
Watchi
Watchi
ng on 2
ng on 2
or
Average
on a DAx Client Site*
or Videos Per Session
more
more
sites
Without Live
sites
Recommendations Feed
3.6
With Live
2.0
Recommendations Feed
28
Source: * comScore DAx – anonymous client
Convenient and Accessible: Online Video is Social, and Publishers
can Leverage the Power of Social Media
• 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
Users exposed to Top Gear’s
Brand messages via their
Friends on Facebook are
219% more likely than the
average internet user to visit
Topgear.com
29
Sources: comScore Custom Marketing Solutions Study (US 2011)
and Social Essentials, September 2011, UK
Convenient and Accessible: …..Enter Mobile and Connected Devices
Unique Viewers (MILL) on Mobile Devices Help Deliver Premium
Video Wherever & Whenever in EU-5
16.0
+56%
14.0
14.8
12.0
+63%
10.0
8.0
10.0
9.5
+50%
6.0
6.6
6.1
4.0
4.4
2.0
0.0
Broadcast OR OnDemand/TV-Programming
On-demand video or TV
programming
June 2011
30
Broadcast TV programming
June 2012
Source: comScore MobiLens Trend, EU5 Region, Age 13+
A Price Worth Paying: Video Advertising is Booming
Consumption of Videos in the UK by Video Type
July 2012
July 2011
5.2%
10.4%
Content
Ads
31
Source: Video Metrix, UK, Age 6+, July 2011 vs 2012
A Price Worth Paying: Video Advertising is Effective…..Immediately &
With a Latency Effect
32
‘Online Advertising Effectiveness in the UK’ – comScore / .Fox Network, Jan 2010
A Price Worth Paying: The Line Between Advertising and Content is
Getting Thinner
The Force: Volkswagen
• Over 46m Views
• Over 4.7m Shares
• 34% of ‘Buzz’ nonEnglish
“We want to say to our advertisers „Produce stuff
that our viewers would really like to see‟”
– Chris Anderson, TED
33
Source: Viral Video Ad Chart - Unruly
A Price Worth Paying: The Potential For Accountability
 Every step from concept to impact can be researched, tried, tested
and understood
– Message and concept
– Copy, format and placement testing
– Media planning
– Delivery analysis and decision making
– Evaluating impact and ROI
34
CASE STUDY = YouTube and the Age of
Convergence;
A Quality Viewing Experience
A Choice of Quality Content
Convenient and Accessible
A Price Worth Paying
YouTube Leads the Way
651m People watched
an average of
113 YouTube
videos each in July
36
Source: comScore Video Metrix, Aged 15+, July 2012
Evolution of YouTube in EU-3 Matched Market Trends During 2010/11
Unique Viewers
(Millions)
Videos (Billions)
12
105
10
100
8
95
6
90
4
85
2
0
Sep-2010
80
Dec-2010
Mar-2011
Videos (Billions)
Jun-2011
Sep-2011
37
The Addition of Quality to Quantity Drove the Success
Unique Viewers
(Millions)
Videos (Billions)
12
105
10
100
8
95
6
Y/Y Growth
4
Minutes per Video
+29%
Total Minutes (bn)
+ 56%
90
85
2
0
Sep-2010
80
Dec-2010
Mar-2011
Videos (Billions)
Jun-2011
Sep-2011
38
Source: comScore Video Metrix, Media Trend EU-3
A Quality Viewing Experience: YouTube is Moving to HD
10% of YouTube's videos are
available in HD
39
Source: Google Press Statistics, September 2012
A Choice of Quality Content: YouTube’s Partnerships with Premium
Content Providers Brings Quality Content to the Masses
28.4m
Unduplicated
Reach
BBC Worldwide
@ YouTube
5.9m UVs
BBC @ YouTube
8.5m UVs
BBC Sites
15.8m UVs
40
Only 1.7m watch
from 2 Entities or
More
Source: comScore Video Metrix, Audience Duplication, July 2012
Convenient and Accessible: YouTube Effectively Leverages the
Internet’s Strengths to Bring the Right Content to the User Everywhere
 Syndicated
– 18% of UK YouTube viewers don’t visit youtube.com in a given month
 Searchable
– YouTube accounts for 17% of searches in Europe
 Mmmm, It’s Moreish
– Recommendations account for about 60% of all video clicks from the
home page
 Social
– 100 million people take a social action on YouTube every week
 Cross Platform
– 20% of global YouTube views come from mobile devices
41
Sources: comScore Media/Video Metrix, qSearch, July 2012 and Google Press Statistics
(September)
A Price Worth Paying: Revenue Sharing, TrueView and Transparency
Encourage Unobtrusive, Relevant Advertising
“YouTube is now being tracked
by comScore, giving media
buyers real data to factor in to
purchasing decisions. They‟ve
now got the tools to convince
brands that they need to be
transitioning TV dollars online”
Over 60% of all
YouTube in-stream ads
are now skippable
42
Source: Google Press Statistics, September 2012
A Price Worth Paying: YouTube Provides a Platform for Branded
Content
Redbullusa
@ YouTube
3.8m people
watching an
average of
6.9minutes
each per
month
43
Jul
Source:
comScore Video Metrix, Worldwide Aged 15+, July 2012
Convergence is at the Heart of YouTube’s Success
 Convergence of content quality towards Web TV
 Linking premium content providers with a mass audience
 Low barriers to finding, sharing and viewing content anywhere & anytime
 Linking advertising with the content
 Advertising as content, with the user in control
 Openness to create transparency in the marketplace
44
A Good Deal?
In late 2006, YouTube was bought by Google for
US$1.65 billion
45
Summary
Summary
 We have entered a New Age for online video;
…content has emerged around quality, not quantity
 Video advertising can be engaging and effective, without being intrusive;
…free from old programming schedules and advertising models, video
offers a platform perfect for targeted & branded promotions
 The market presents huge potential and challenges
…but is there to be understood
 The Next Era of a converging landscape requires;
…openness, transparency
and partnerships as the drivers
of success
47
1.3 Billion People
Thank you
Any Questions?
Thank you for listening
& receive the presentation directly at;
Owen West
EU Business Development Director
owest@comscore.com
Marc Gosschalk
EU Video Product Manager
mgosschalk@comscore.com

Video Metrix 2.0 Client Walk-Through

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