ComScore - Beyond TV on the Web

8/14/2019 ComScore - Beyond TV on the Web

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Finding the Untapped Advertising Opportunities in Online Video

Going Beyond TV on the Web:

Prepared by Tania Yuki


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2 comScore, Inc. Proprietary and Confidential.

A look at online video advertising

Types of online video and the opportunities beyond TV on the web


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What weve lost in viewers and advertising dollars on the analog side isnt

being made up for at all on the digital side.

We want to find an economic model that makes sense.

Jeff Zuckers keynote at Digital Hollywood


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Online video advertising: trends and projections

*emarketer

**This has since been revised in some Forrester communications to over 3 billion by2014

Video advertising was worth $587million in 2008*

Video advertising projected to hit $850million this year (+45% over last year)

Projected to reach $1.85 billion by 2011(emarketer), and $7.1 billion by 2012(Forrester Research**)


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Online video advertising - a few quick facts

Based on comScores ads and content preview data*, linear video advertising

reached approx:

*Video ads and content data relates to linear video advertising only (that is, pre-roll,

post-roll, mid-roll, ad insertions) and for this presentation we drew on April 2009Video Metrix

65% videoviewers

50% total web

33% total USpopulation

Over 1.3 billion

linear video adsare servedacross the webin a month,reaching theaverage videoviewer 13 times


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The tension between standardization and customization

Customization,

specificity

Standardization,scale


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Standardization: IAB Compliance Seal Program

Digital Video Ad Format

Gives advertisers and their agencies the ability to develop advertising

content with consistent specifications

VAST

Standardizes communication between third party video ad servers and

publisher players, allowing for a plug-and-play integration environment.

VPAID

Compliant publishers can render any type of video advertising created

and/or trafficked by a VPAID-compliant video ad created using the same

client technology


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A look at online video advertising: types, trends, challenges

The opportunities beyond TV on the web


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Types of online video

Premium

*Professionally produced by traditionalmedia and entertainment companies

* Typically using union talent

*Producing studio or company usuallyholds rights

Web Video

*Independently produced content

* Made by individuals, digital studios or smallteams

*Using professional and semi-professionalcrews and production teams

*Often using non-union talent

UGC

* Everything else

* Includes video uploaded on socialnetworking or video sharing sites

* Typically one offs, unscripted and withlittle or no editing

*Youtubes users are uploading 20 hoursof videos every 60 seconds


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What is web video?

Aka prosumer, independent, best of web, etc

A new class of content independents producing quality, original Webshows that attract specialized, niche audiences

Video content created primarily (although not exclusively) for onlinebroadcast

Opportunities in branded entertainment, sponsorships


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Why should we care about web video?


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Web video is a powerful way of reaching niche audiences as theycongregate around their interests

DIYfashion

andinfluencers

Snowboarders

gamers

Mombloggers


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Web video represents massive growth potential in terms of availableaudience

0

20000

40000

60000

80000

100000

120000

140000

160000

1 2 3 4 5 6

Hulu, NBC, ABC, CBS, FOX average viewers trend

Average video viewers total internet


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Online video breakdown of unduplicated audiences by content type

26%

74%

Where the audience is

Web video and the wild west of UGC Hulu, ABC, CBS, NBC, FOX

*Total unduplicated audience approximations are based on May Media MetrixAudience Duplication and May Video Metrix data,


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How can we scale the opportunities beyond TV on

the web?


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Case Study: Warner Bros and Next New Networks

Indy Mogul, sponsored by Warner Bros Friday the 13th

Objective:

Drive awareness for the release of latest installment of the popular Warner Bros horror franchise in adeeply integrated campaign

Solution:

MediaCom partnership to develop cross-network promotional campaign: Jason Month takes over our

shows for weeks leading up to the movies release

Indy Mogul shows integrated Jason Month into programming: Backyard FX recreated the axe in the

back effect; a special edition of Best Short Films in The World integrated a Jason and Bobby Miller

scary storyline; and Beyond the Trailers Grace Randolph presented an episode recapping the Friday

the 13th franchise to date

Cross-promotional media on Next New Networks sites and YouTube in-video overlay and companion

banner

Results:

Delivered over 4 million brand impressions

in under two weeks


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Case Study: For Your Imagination and Watchmen

Create interest in and introduce audience to WATCHMEN story through a

Mini Web Series of 6 themed KYLE PICCOLO videos 2/16/09 to 3/2/09

WATCHMEN movie trailers as pre and post rolls, title cards, productplacements and banner overlays

Interactive video player with easter eggs

Results: Video views 2+MM views

Average video

viewed 75%

11.46 % CTR

per view


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Case Study: Blip.tv and Skype


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3 Simple ways to scale web video

Complete reporting that includes video syndication and viral embeds

Hybrid methodology captures syndicated traffic and content producer

information for total web video coverage

Simple beaconing implementation across network of sites

Create custom program verticals that aggregate specific audiences

around their interests, or that aggregate specific audiences around theirbehaviors

Then, implement with simple planning tools such as Video Reach and

Frequency (currently in beta)

Working with video content networks, distributors and video ad networksis an important starting point


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[email protected]

Thank you!

Documents

ComScore - Beyond TV on the Web