comscore webinar: getting beyond big in online video
DESCRIPTION
Presented June 30, 2009 by Tania Tuki, comScore’s online video industry expert, this overview explains that when it comes to making online video audiences targetable and valuable, big sweeping numbers and unfamiliar, ambiguous metrics such as ‘streams’ can mislead us into thinking that video is complicated, or that video audiences are somehow hard to understand and reach in meaningful, measurable and scalable ways. Yuki cracks open the black box and goes behind the stream, to the people who are being reached every day with something of value to them – quality, relevant video.TRANSCRIPT
Getting Beyond Big in Online Video
Presented by Tania Yuki, comScore
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Getting beyond big
Small (and relevant) is the new big
Context: not all video or video advertising is created equal
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16.8
billion
streams! Video Metrix US April 2009
Video is big
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Put another way…
That’s 151mm people who can
be reached an average of 110
times during a video experience,
each
month
…just in the US
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0
20
40
60
80
100
120
140
160
180
Total Internet Users (MM)(MM)
In the US, video is also undeniably big in terms of reaching people
online…
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Total Internet Videos are Up 66% in 15 months
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
Total Videos
Total Videos Streamed (000) in the US Over 15 Months
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And big elsewhere by reach as well…
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
UK Canada France Germany
Percentage of online population who streamed video
Source: comScore Video Metrix; December 2008
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Online video is surprisingly big across all age categories…
70.5%67.6%
70.0%73.6% 73.4% 72.8%
70.1%66.7%
61.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2+ 2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
Online Video Monthly Cume by Age
Source: comScore Video Metrix
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And especially big in 18-34’s in terms of time spent viewing
3
5
9
77
6
44
0%
100%
200%
300%
400%
500%
600%
700%
800%
900%
1000%
2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
Average time spent viewing video per person (in hours)
Source: comScore Video Metrix
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YouTube Videos are Up 98% in 15 months
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
Youtube
Top video sites show big growth
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Top video sites show big growth
Unique viewers on Hulu and the Hulu video network
Hulu’s audience grew nearly 600% in the last 12 months
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Getting Beyond Big…
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Big does not always equal good…
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Especially when we talk about video in terms of streams
My network did
10 million
billion streams
last month…
What’s a
stream?
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The problem with big streaming numbers…
A stream is a generic term used to explain that a video file was requested
and viewed (at least in part)
– Can be auto initiated, user initiated, live streaming, progressive download, from
a web server or a content delivery network (CDN), or multiple CDN’s…
Can be useful to understand scale and tonnage, but---
Content
Request
Stream
Web
Server
Consumer
CDN
Content
Request
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We need to look beyond ‘streams’
A stream really only expresses the result of convoluted, complex
technology-based relationships, and can be confusing as a measure in
itself
Content
Request
Ad Stream
Web
Server
Consumer
Ad Network
Content
Stream
Content
Request
Content
Server
CDN
Ad Request
?
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Looking beyond big streams, to specific audiences
and online behaviors…
…small (and relevant) is the new big
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Big used to matter. Big meant economies of scale. Value came from
hundreds of operators standing by and from nine-figure TV ad budgets.
And then small happened.
Seth Godin
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Three alternatives to ‘big’ streaming numbers
Specific audiences and audience comps who can be understood and
reached meaningfully by virtue of their behavior
Niche audiences or online ‘tribes’ who congregate (and can be reached)
around their interests
Relevant, value-enhancing advertising messages and offers that focus on
the context of the video experience (moving beyond sweeping
generalizations based on demographic composition)
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Specific audiences:
Target: 18+ business travelers who watch video and multi screen
– Of the 39mm in this target group,
52% watched online video in the
last 7 days
– Light, medium and heavy TV
viewers represented 43%, 27%
and 24% reach respectively
– 50% of light TV viewers, 44% of
medium TV viewers and 66% of
heavy TV viewers also watched
online video in the last 7 days
– Only 3.5% never watch TV while
using their computer
26% frequently watch TV while using
their computer ; 12% always did so
Plan Metrix, April 2009
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Video can be used to reach very specific people around their online
searching and buying behavior
Applying for and searching out financial
products –
Of the 30mm people who searched
for and/or applied for an array of
financial services products
(personal loan, mortgage, 401k,
brokerage account etc) in the last 6
months…
60% could have been reached via
online video in the last week
The video viewers tended to
concentrate around the higher
income thresholds, and around
specific video sites
Where can we reach these people?
Video Metrix and Plan Metrix report, April 2009
Geico browsers over indexed on
myspace, msn video, OV guide
Lendingtree browsers loved video
sharing sites like ebaumsworld,
veoh and dailymotion
Etrade, Schwab and Fidelity
browsers and applicants could be
found watching video on Hulu,
Spike, Metacafe, Break, MSN Video
and Justin.tv among others
Freecreditreport.com customers
and applicants also visited
Funnyordie, real.com and Break
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Using simple planning tools like Video RF to simplify planning video
against specific targets
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Video is also a powerful way of reaching niche audiences as they
congregate around their interests
DIY fashion
and influencers
Snow boarders
gamers
Mom bloggers
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The fascination with big (and why we’re stuck)
Small (and relevant) is the new big
Don’t forget context
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Not all video is the same (and not all viewers can be treated the same)
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Not all video advertising is the same either…
Pre-roll
Overlays
BugsIn page video
Post-roll
In banner video
Water
marks
Skinned players
Sponsor driven
Something different?
Mid-roll
Branded content
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Two kinds of video experiences
Transportation and escape
Information and education
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Online video to…
escape
• immersive
• viewer in ‘passive mode’
• Less likely to want to interrupt their content experience or be diverted
• Linear video advertising with companions, similar to TV experience
elevate
• functional, searching
• viewer in ‘action mode’
• More likely to take action on a relevant message, immediately
• Video advertising featuring a call to action: clickable overlays, in video ads, companions
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Content as transportation and escape…
The viewer is typically interested in an
immersive but lean back experience similar
to that of TV
Program or video is the end in itself, the
outcome of searching/seeking
Includes short or long form programming
Examples include Lost, Desperate
Housewives, Heroes as well as short form
comedy programming, music, animation
Viewer is receptive to advertising
messages, albeit in a ‘soft’ way – think
brand lift, awareness
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Content as information and education…
Aka help me do something; find something; be more interesting
• Viewer actively seeks out
information in a shared video format
that is valuable to him/her
• Reveals a lot about interests, and
potentially where they are in the
purchase cycle
• How-to content, news, travel
information, professional talks,
interviews etc
• Ads can become ‘helpful’
• Huge opportunities here for highly
relevant advertising that delivers
value and utility, directly
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The potential in video advertising:
Video viewers are 20% more likely to make a purchase online
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Total Internet
Video Streamers
20.5%
Buyers per visitor/
video viewer
19.7%
21.3% 21.5% 22% 21.8%
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Key Takeaways
Big is not the destination in online video… meaningful is
Meaningful insights means understanding audiences, as well as
understanding the different types of video experiences available… and
catering our advertising messages to each
There are huge, untapped opportunities in video advertising
Do not think streams, think who is watching and what are they telling you
about their interests?
Thank you!
Next in the Online Video Series
July 14
Cross-Screen Synergy: Show me the (TV) money!
(Why Online Video and TV are not competitors…and what you
can do about it.)
July 29
Going Beyond TV on the Web: Finding the Untapped
Advertising Opportunities in Online Video
Contact: [email protected]