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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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Thank you!