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A Booming Market – Here, There, Everywhere
M&M Briefing Event – Online Video Summit
8th December 2010
LUCA BENINI, lbenini@comscore.com, @comScoreEMEA
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
3© comScore, Inc. Proprietary and Confidential.
comScore is a Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1600+ worldwide
Employees 900+
Headquarters Reston, VA, USA
Local Presence 30+ locations in 21 countries
Global Coverage 43 markets reported, 230 countries under measurement
V0910
4© comScore, Inc. Proprietary and Confidential.
comScore Digital Business Analytics
Audience Measurement
Site Analytics
Vertical Market Solutions
Social Analytics
Copy Testing
Campaign Verification
Ad Effectiveness
Cross Media
Mobile Audience Measurement
Network Analytics & Optimization
Customer Experience
& Retention Management
User Analytics
Advertising Analytics
Mobile Analytics
Unifie
d D
igital M
easure
ment™
V0910
5© 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
6© comScore, Inc. Proprietary and Confidential.
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%
Online Video Viewers Non-Viewers
78%
22%
Online Video Viewers Non-Viewers
Online Video is BIG – 80%+ penetration among internet users in UK and US
7© comScore, Inc. Proprietary and Confidential.
Online Video from a PC/MAC:
TOP 3 Video Properties in UK, US and Japan
Source: comScore Video Metrix, October 2010
(with NICOVIDEO.JP)
8© comScore, Inc. Proprietary and Confidential.
Online Video from a PC/MAC:
Viewers Age profile in UK, US and Japan
Source: comScore Video Metrix, October 2010
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
9© comScore, Inc. Proprietary and Confidential.
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
Source: comScore Video Metrix, October 2010
10© 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
11© comScore, Inc. Proprietary and Confidential.
Online Video from Mobile:
Video Makes it Big on the Small Screen
Source: comScore MobiLens October 2010
1,694
8,2232,770
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)
12© comScore, Inc. Proprietary and Confidential.
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
13© 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
14© comScore, Inc. Proprietary and Confidential.
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
15© 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
16© comScore, Inc. Proprietary and Confidential.
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
17© comScore, Inc. Proprietary and Confidential.
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
18© comScore, Inc. Proprietary and Confidential.
US The Pool - Vivaki case study
ASq Video Format
19© comScore, Inc. Proprietary and Confidential.
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
20© 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
21© comScore, Inc. Proprietary and Confidential.
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
22© 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
23© comScore, Inc. Proprietary and Confidential.
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
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