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M&M Briefing Event – Online Video Summit
A Booming Market – Here, There, Everywhere




8th December 2010
LUCA BENINI, lbenini@comscore.com, @comScoreEMEA
– 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




                         © comScore, Inc. Proprietary and Confidential.   2
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




                    © comScore, Inc. Proprietary and Confidential.   3   V0910
comScore Digital Business Analytics

                                                                                          Audience Measurement
                                                                                          Site Analytics
                               User Analytics                                             Vertical Market Solutions
Unified Digital Measurement™




                                                                                          Social Analytics



                                                                                          Copy Testing
                                                                                          Campaign Verification
                               Advertising Analytics                                      Ad Effectiveness
                                                                                          Cross Media



                                                                                          Mobile Audience Measurement
                                                                                          Network Analytics & Optimization
                               Mobile Analytics                                           Customer Experience
                                                                                          & Retention Management




                                     © comScore, Inc. Proprietary and Confidential.   4                                      V0910
– 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




                         © comScore, Inc. Proprietary and Confidential.   5
Online Video from a PC/MAC:
Reach among Internet Users in UK, US and Japan




  Online Video Viewers   Non-Viewers                 Online Video Viewers               Non-Viewers                   Online Video Viewers   Non-Viewers




      19%                                                     16%
                                                                                                                          22%




                         81%                                                                                                                 78%
                                                                                    84%




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


                                   © comScore, Inc. Proprietary and Confidential.   6      Source: comScore Video Metrix, October 2010
Online Video from a PC/MAC:
TOP 3 Video Properties in UK, US and Japan




                       (with NICOVIDEO.JP)




                  © comScore, Inc. Proprietary and Confidential.   7   Source: comScore Video Metrix, October 2010
Online Video from a PC/MAC:
Viewers Age profile in UK, US and Japan

                    Viewer Penetration by Age Group
30%



25%



20%



15%



10%



5%



0%
        15-24              25-34                                         35-44                             45-54               55+

                                                     UK             US           Japan


          US Video Viewers Skew Younger Than in UK and Japan


                   © comScore, Inc. Proprietary and Confidential.    8           Source: comScore Video Metrix, October 2010
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

                    © comScore, Inc. Proprietary and Confidential.   9   Source: comScore Video Metrix, October 2010
– 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




                         © comScore, Inc. Proprietary and Confidential.   10
Online Video from Mobile:
Video Makes it Big on the Small Screen

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

                                                                                              + 46%



                                                                                                 11,966


                  + 64%
                                                                                                  8,223
                   2,770
                   1,694
                     UK                                                                             US



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


                    © comScore, Inc. Proprietary and Confidential.   11    Source: comScore MobiLens October 2010
Online Video from Mobile:
Mobile TV/Video Consumption on Smartphone




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




                   © comScore, Inc. Proprietary and Confidential.   12   Source: comScore MobiLens October 2010
– 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




                         © comScore, Inc. Proprietary and Confidential.   13
UK .FOX Online Video case study
Video v. Display: more effective with fewer exposures

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

             Video only                                                                           Display only
                                            4.3%                                                                       3.8%
    3.3%
                  2.9%
                                                                                                              2.4%

                                                                                    1.2%



 1-5 exposures 6-9 exposures 10+ exposures                                      1-5 exposures 6-9 exposures 10+ exposures
                                          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

                          © comScore, Inc. Proprietary and Confidential.   14   Source: comScore .FOX UK study, 2010
– 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




                         © comScore, Inc. Proprietary and Confidential.   15
US VideoEgg case study
Video Outperform the Standard Banner on Ad Recall


               Average Index for All Campaigns Versus Standard Banner




Banner
Index
100




  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.


                       © comScore, Inc. Proprietary and Confidential.   16   Source: comScore Video Egg US study, 2010
US VideoEgg case study
 Specific Video Formats are much more effective


                 Average Index for All Campaigns Versus Standard Banner




                                                                                                                           10.5% of users
                                                                                                                           exposed to
                                                                                                                           AdFrames engaged
  Banner                                                                                                                   with the ad
  Index
  100




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



                         © comScore, Inc. Proprietary and Confidential.   17   Source: comScore Video Egg US study, 2010
US The Pool - Vivaki case study
ASq Video Format




                   © comScore, Inc. Proprietary and Confidential.   18
US The Pool - Vivaki case study
Phase Three: Field Research results

                              The Pool – Phase Three: Field Research




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



* Non – Significant Lifts

                                                                                  Source: comScore & Vivaki Pool research
                            © comScore, Inc. Proprietary and Confidential.   19   US 2010
– 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




                         © comScore, Inc. Proprietary and Confidential.   20
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




                          © comScore, Inc. Proprietary and Confidential.   21
– 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




                         © comScore, Inc. Proprietary and Confidential.   22
Key take-aways



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!




                   © comScore, Inc. Proprietary and Confidential.   23
Thank you!




LUCA BENINI, lbenini@comscore.com, @comScoreEMEA

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ComScore Luca Benini MM Online Video Summit December 2010

  • 1. M&M Briefing Event – Online Video Summit A Booming Market – Here, There, Everywhere 8th December 2010 LUCA BENINI, lbenini@comscore.com, @comScoreEMEA
  • 2. – 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 © comScore, Inc. Proprietary and Confidential. 2
  • 3. 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 © comScore, Inc. Proprietary and Confidential. 3 V0910
  • 4. comScore Digital Business Analytics Audience Measurement Site Analytics User Analytics Vertical Market Solutions Unified Digital Measurement™ Social Analytics Copy Testing Campaign Verification Advertising Analytics Ad Effectiveness Cross Media Mobile Audience Measurement Network Analytics & Optimization Mobile Analytics Customer Experience & Retention Management © comScore, Inc. Proprietary and Confidential. 4 V0910
  • 5. – 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 © comScore, Inc. Proprietary and Confidential. 5
  • 6. Online Video from a PC/MAC: Reach among Internet Users in UK, US and Japan Online Video Viewers Non-Viewers Online Video Viewers Non-Viewers Online Video Viewers Non-Viewers 19% 16% 22% 81% 78% 84% Online Video is BIG – 80%+ penetration among internet users in UK and US © comScore, Inc. Proprietary and Confidential. 6 Source: comScore Video Metrix, October 2010
  • 7. Online Video from a PC/MAC: TOP 3 Video Properties in UK, US and Japan (with NICOVIDEO.JP) © comScore, Inc. Proprietary and Confidential. 7 Source: comScore Video Metrix, October 2010
  • 8. Online Video from a PC/MAC: Viewers Age profile in UK, US and Japan Viewer Penetration by Age Group 30% 25% 20% 15% 10% 5% 0% 15-24 25-34 35-44 45-54 55+ UK US Japan US Video Viewers Skew Younger Than in UK and Japan © comScore, Inc. Proprietary and Confidential. 8 Source: comScore Video Metrix, October 2010
  • 9. 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 © comScore, Inc. Proprietary and Confidential. 9 Source: comScore Video Metrix, October 2010
  • 10. – 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 © comScore, Inc. Proprietary and Confidential. 10
  • 11. Online Video from Mobile: Video Makes it Big on the Small Screen Mobile TV/Video Viewers (000) Oct-2009 Oct-2010 + 46% 11,966 + 64% 8,223 2,770 1,694 UK US Mobile Video is growing fast with 2.8m viewers in UK (+64% v.YA) © comScore, Inc. Proprietary and Confidential. 11 Source: comScore MobiLens October 2010
  • 12. Online Video from Mobile: Mobile TV/Video Consumption on Smartphone 80% of Mobile Viewers in UK have a Smartphone, one of the key enablers © comScore, Inc. Proprietary and Confidential. 12 Source: comScore MobiLens October 2010
  • 13. – 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 © comScore, Inc. Proprietary and Confidential. 13
  • 14. UK .FOX Online Video case study Video v. Display: more effective with fewer exposures Absolute Percentage Point Lift in Site Visitation Exposed Group vs. Control Video only Display only 4.3% 3.8% 3.3% 2.9% 2.4% 1.2% 1-5 exposures 6-9 exposures 10+ exposures 1-5 exposures 6-9 exposures 10+ exposures 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 © comScore, Inc. Proprietary and Confidential. 14 Source: comScore .FOX UK study, 2010
  • 15. – 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 © comScore, Inc. Proprietary and Confidential. 15
  • 16. US VideoEgg case study Video Outperform the Standard Banner on Ad Recall Average Index for All Campaigns Versus Standard Banner Banner Index 100 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. © comScore, Inc. Proprietary and Confidential. 16 Source: comScore Video Egg US study, 2010
  • 17. US VideoEgg case study Specific Video Formats are much more effective Average Index for All Campaigns Versus Standard Banner 10.5% of users exposed to AdFrames engaged Banner with the ad Index 100 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 © comScore, Inc. Proprietary and Confidential. 17 Source: comScore Video Egg US study, 2010
  • 18. US The Pool - Vivaki case study ASq Video Format © comScore, Inc. Proprietary and Confidential. 18
  • 19. US The Pool - Vivaki case study Phase Three: Field Research results The Pool – Phase Three: Field Research “Asq chosen” delivers +288% lift v. pre-roll in both top of mind and unaided awareness * Non – Significant Lifts Source: comScore & Vivaki Pool research © comScore, Inc. Proprietary and Confidential. 19 US 2010
  • 20. – 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 © comScore, Inc. Proprietary and Confidential. 20
  • 21. 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 © comScore, Inc. Proprietary and Confidential. 21
  • 22. – 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 © comScore, Inc. Proprietary and Confidential. 22
  • 23. Key take-aways 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! © comScore, Inc. Proprietary and Confidential. 23
  • 24. Thank you! LUCA BENINI, lbenini@comscore.com, @comScoreEMEA