Video Metrix. The Ultimate Video Audience Insights Tool

Video Metrix The Ultimate Video Audience Insights Tool

comscore Video Metrix Already the Reference for the Top Players in the UK Video Marketplace 2

KEY ADVANTAGES comscore Video Metrix Why Video? Measuring Online Video Video Metrix 2.0 Industry-Leading Unified Methodology Comprehensive Viewing Intelligence RFP Response with Video Metrix Appendix 3

KEY ADVANTAGES comscore Video Metrix Why Video? Growth in the Online Video Marketplace Online Video vs TV Advertising The Effectiveness of Online Video Advertising Measuring Online Video Video Metrix 2.0 Industry-Leading Unified Methodology Comprehensive Viewing Intelligence RFP Response with Video Metrix Appendix 4

The Online Video Marketplace is Booming By 2014, rich ads will account for 63% of online display ad spending and marketers will spend more than 1 billion on online video ads Forrester s European Online Ad Forecast: Rich Formats Will Push Display Ad Spending Higher While Search Growth Will Slow (May 2010) According to findings from the Interactive Advertising Bureau and PricewaterhouseCoopers, online video ad spending in 2009 grew by 38 percent, a number that analysts expect will continue to skyrocket in the coming year Ad Ops Online: Undertone Reports Explosive Growth in Online Video Advertising Revenue (June 2010) Over the last year, online video advertising has continued to mature as a trusted and proven medium for reaching highly engaged audiences at scale across premium content sites online. As CPMs continue to drop, better metrics emerge this segment of online advertising will continue to become a staple in every media buyer s arsenal BrightRoll s CEO and Founder, Tod Sacerdoti, (Jan 2010) June 2009 June 2010 % Change Unique Viewers 29.8m 33.0m 11% Video Views 4.5b 6.3b 40% Hours per Viewer 11.2 16.7 49% 5 Source: comscore Video Metrix 2.0, UK

Why Online Video in Addition to TV? Recent study sought to answer: why do viewers choose to watch TV episodes online? NOT out of ad-avoidance Main factor is convenience and time-shifting Growing demographic without TV or cable Missed episode on TV 71% Convenience 57% Less ads Like to see past episodes 25% 38% Both TV/Online [B] Prefer the online experience 13% Don t subscribe to cable/don't have a TV 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 6 The future of original TV Viewing and the new digital consumer, comscore US study, Jan 2010

The True Value of Online Video, Beyond GRPs How do online video viewers react to in-stream advertising? Respondents were much more likely to react favorably to online video advertising than TV advertising Levels of engagement with online video must be considered alongside reach 7 The future of original TV Viewing and the new digital consumer, comscore US study, Jan 2010

The Effectiveness of Video Advertising A separate study evaluated the true impact of video advertising by comparing the user-brand interaction of an exposed group to an identical yet unexposed group over a 4 week time period, finding: Those exposed to video advertising were almost 3 times as likely as those unexposed to visit the advertiser s site Where video and display formats were both used, video generated a significantly higher lift in both site visitation and campaign search queries Video ads had a more immediate impact than display ads, with less reliance on frequency 3.2% Site Visitation from Video Advertising Exposed Group vs. Control 4.2% 4.8% 5.5% 1.2% 1.5% 1.8% 2.0% Wk 1 Wks 1-2 Wks 1-3 Wks 1-4 8 Online Advertising Effectiveness in the UK comscore /.Fox Network, Jan 2010

KEY ADVANTAGES comscore Video Metrix Why Video? Measuring Online Video Video Metrix 2.0 An Overview Key Benefits comscore Video Metrix in the Press Industry-Leading Unified Methodology Comprehensive Viewing Intelligence RFP Response with Video Metrix Appendix 9

Overview of Video Metrix 2.0 Objective. Delivers industry-focused, third-party reporting of all competitors in the online video marketplace Advanced. Employs comscore s leading Unified Digital Measurement methodology for the most accurate and comprehensive view of the online video landscape Complete. Provides the industry s only comprehensive measurement of the video marketplace, with the ability to track video advertising, top television programs, viral videos, and syndicated traffic 10

Key Benefits of Video Metrix 2.0 Increase revenue by understanding your site s strengths from the same perspective as media planners, and showcasing these advantages to answer video RFPs Optimise your video offering by understanding visitation and engagement of your video audience apart from its site audience in the most granular detail Stay ahead of the competition by leveraging competitive analyses of competitors advertising sell-through rates, engagement levels, and demographic weaknesses 11

Measuring the Online Video Marketplace comscore in the Press 12

KEY ADVANTAGES comscore Video Metrix Why Video? Measuring Online Video Video Metrix 2.0 Industry-Leading Unified Methodology Leverage panel data, tags and cookies Comprehensive viewing intelligence Report ad-videos and content-videos separately Capture video traffic on syndicated sites Comprehensive Viewing Intelligence RFP Response with Video Metrix Appendix 13

The Most Accurate Look at Unique Viewers Video Metrix 2.0 is the only measurement model that combines panel observations and census level tag data with cookie data, allowing confident competitive analyses and strategic planning based on the most accurate measurement of Unique Viewers and Videos per Viewer Allows flexibility in UVs from panel observations to control for panel bias Best controls for cookie deletion and shared- or multi-location usage comscore Video Metrix 2.0 - Reconciliation of panel and tagged data - Utilises cookies as a third vantage point - Three key inputs combine for precise unique viewer and frequency measurement Panel intensity Unique Viewers Cookies as base calc Tagged Videos Others panel-based models - Panel-only Unique Viewer estimates - No control for panel bias - Videos per viewer are scaled up using the census-level videos Unique Viewers = Panel Unique Viewers 14

Video Metrix 2.0 Provides Comprehensive Viewing Intelligence Understand the people behind the numbers how your audience compares to your competitors Compare site engagement characteristics on in-depth variables Compare markets and trends globally and consistently, with reporting on 42 countries Worldwide 15

How is Video Metrix superior to the competition? What happens when a user watches a video? For unified video publishers, comscore captures video information from two sources (panel + tags) comscore is the only video audience measurement company that measures in-stream ad videos in addition to content videos Unified Measurement Case-Scenario: Pre-roll plays: streaming URL is seen on panelist machine + comscore video tag fires (values in tag denote an ad) and cookie is dropped 16

How is Video Metrix superior to the competition? What happens when a user watches a video? For unified video publishers, comscore captures video information from two sources (panel + tags) comscore is the only video audience measurement company that measures in-stream ad videos in addition to content videos Unified Measurement Case-Scenario: Content plays: streaming URL is seen on panelist machine + comscore video tag fires (values in tag denote content) 17

How is Video Metrix superior to the competition? What happens when a user watches a video? For unified video publishers, comscore captures video information from two sources (panel + tags) comscore is the only video audience measurement company that measures in-stream ad videos in addition to content videos Two video views (one ad + one content) but only one unique viewer 18

Ads Vs. Content: Understanding Competitors Monetisation Strategies Key Benefits: Optimise Video Inventory Monetisation by understanding acceptable audience adloads to better monetise your inventory Understand Competitors Monetisation Strategies by referencing ad and content duration metrics, as well as ad and content ratios, to gain insights into how to best position your video inventory for media planners comscore Video Metrix 2.0 Competitor s Video Product Ads Videos Content Videos Content Videos Total Videos 19

Ads Vs. Content: Understanding Competitors Monetisation Strategies Key Benefits: Optimise Video Inventory Monetisation by understanding acceptable audience adloads to better monetise your inventory Understand Competitors Monetisation Strategies by referencing ad and content duration metrics, as well as ad and content ratios, to gain insights into how to best position your video inventory for media planners Transparent look into publishers monetisation strategies 20

Ads Vs. Content: Applying Insights to Optimise Advertising Revenue Key Benefits: Play to your strengths and address weaknesses by understanding ad and content viewing and engagement from the perspective of media planners Showcase the true value of your audience and ad inventory by breaking out video ad viewing data from content viewing data to reveal true viewing and exposure metrics Question: How valuable is my Video site s ad inventory compared to my competitor s? Minutes per Video (000) Total Ad Content Ad Videos per Content Videos Your Site 2 0.5 10 1 Competitor Site 2 0.5 5 3 Answer: Significantly more valuable. Ads being shorter than content means average total video duration undermines true content engagement on both sites. But with more ad videos per content videos on your competitor s site, not only do you have less clutter, but minutes per content video is double that of your competitor s 21

Comprehensive Measurement across all Distribution Points + 40 30 31.1 25.9 = 20 10 20% 0 Youtube Unique Visitors (m) Unique Viewers (m) Measurement across all distribution points means dispersed video content is still correctly attributed to the owner - Unique Viewers do not equal Unique Visitors 22 Source: comscore Video Metrix 2.0, UK

KEY ADVANTAGES comscore Video Metrix Why Video? Measuring Online Video Video Metrix 2.0 Industry-Leading Unified Methodology Comprehensive Viewing Intelligence Key Measures Media Trend Demographic Profile RFP Response with Video Metrix Appendix 23

What Does Video Metrix Measure? Audience Volume Metrics Engagement Who is watching? Do sites over-index for chosen demographic? How many video views? How does that compare to the total target demo? How many minutes were spent watching content and/or in-stream ads? Monetisation How are your competitors monetising inventory? Reach Understand your audience as cross-media planner would (GRPs). 24

Contextual Traffic: Media Trend Users can see trends for the entire online video population as well as individual publishers. Understand seasonal trends and growth in online video consumption. 25

Competitive Landscape: Demographic Profile Find demographic strengths across age and gender, with extended demographics such as household income and household size to come 26

KEY ADVANTAGES comscore Video Metrix Why Video? Measuring Online Video Video Metrix 2.0 Industry-Leading Unified Methodology Comprehensive Viewing Intelligence RFP Response with Video Metrix Ad Metrix + Video Metrix Identify Audience Strengths Appendix 27

Video Metrix ROI: BT (Males, 15 24 years old) 28

Video Metrix ROI: BT (Males, 15 24 years old) The proportion of 15-24 yearolds viewing Blinkbox videos is 44% higher than that of the average internet site, and considerably higher than those of the top publishers currently advertising BT 33

KEY ADVANTAGES comscore Video Metrix Why Video? Measuring Online Video Video Metrix 2.0 Industry-Leading Unified Methodology Comprehensive Viewing Intelligence RFP Response with Video Metrix Appendix Quick Facts Key Competitive Advantages 34

METHODOLOGY comscore Video Metrix Quick Facts Video Metrix leverages insights from the comscore panel of 2 million global Internet users (70,000+ in the UK) under continuous measurement Panelists have explicitly provided permission to comscore to have their Internet browsing & transaction behavior measured The comscore panel is designed to represent the entire online population Unified Data Measurement merges panel and tag data Critical media planning elements gathered from the panel True census measures for total audience coverage and clip-based granularity gathered from beacons Publisher-based metadata (C-values) in tags Flexible reporting covering syndicated videos, program name, genre, content type and more Empowering video publishers to ensure accurate marketplace representation to agencies and advertisers, exactly how you would like to sell your video advertising inventory Crediting Rules Credits a video to the entity that has the potential to monetise the stream, regardless of location Tracks true streaming videos, (where a live server connection is maintained during transmission) and progressive downloads video plays less than 3 seconds are not counted Videos are credited to the universal comscore client-focused dictionary structure for easy pairing of page-view data (from comscore Media Metrix) and video-view data 35

Key Competitive Advantages 1. comscore s Video Metrix uses the most comprehensive set of data collection sources, advanced calculation methodologies, and refined processing algorithms to produce precise and trusted online video measurement data on over 3000 online video entities. Uses cookies as a third input for Unified entities, in addition to panel and tag data 2. comscore s Video Metrix offers the most complete view of the online video landscape by reporting data on video ads, content videos, and total videos. Enables valuable in-depth analyses and comparisons of video properties across more than just content videos 3. comscore s Video Metrix has the most accurate and expansive international presence, with syndicated measurement of 42 countries. Facilitates the monitoring of global trends and international comparisons 4. comscore s Video Metrix Reach/Frequency tool enables agencies to easily plan online video campaigns, ensuring that the data is widely used and that publishers are discovered. 5. comscore s Video Metrix has the most comprehensive and useful duration measurement, tracking encrypted content and taking into account only the time spent engaged with videos. 36

Thank you! 37