A Booming Market – Here, There, Everywhere

M&M Briefing Event – Online Video Summit

8th December 2010

LUCA BENINI, lbenini@comscore.com, @comScoreEMEA

2© comScore, Inc. Proprietary and Confidential.

– 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

3© comScore, Inc. Proprietary and Confidential.

comScore is a Global Leader in Measuring the Digital World

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Headquarters Reston, VA, USA

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Global Coverage 43 markets reported, 230 countries under measurement

V0910

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comScore Digital Business Analytics

Audience Measurement

Site Analytics

Vertical Market Solutions

Social Analytics

Copy Testing

Campaign Verification

Ad Effectiveness

Cross Media

Mobile Audience Measurement

Network Analytics & Optimization

Customer Experience

& Retention Management

User Analytics

Advertising Analytics

Mobile Analytics

Unifie

d D

igital M

easure

ment™

V0910

5© comScore, Inc. Proprietary and Confidential.

– 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

6© comScore, Inc. Proprietary and Confidential.

Online Video from a PC/MAC:

Reach among Internet Users in UK, US and Japan

Source: comScore Video Metrix, October 2010

84%

16%

Online Video Viewers Non-Viewers

81%

19%

Online Video Viewers Non-Viewers

78%

22%

Online Video Viewers Non-Viewers

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

7© comScore, Inc. Proprietary and Confidential.

Online Video from a PC/MAC:

TOP 3 Video Properties in UK, US and Japan

Source: comScore Video Metrix, October 2010

(with NICOVIDEO.JP)

8© comScore, Inc. Proprietary and Confidential.

Online Video from a PC/MAC:

Viewers Age profile in UK, US and Japan

Source: comScore Video Metrix, October 2010

US Video Viewers Skew Younger Than in UK and Japan

0%

5%

10%

15%

20%

25%

30%

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

Viewer Penetration by Age Group

UK US Japan

9© comScore, Inc. Proprietary and Confidential.

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

Source: comScore Video Metrix, October 2010

10© comScore, Inc. Proprietary and Confidential.

– 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

11© comScore, Inc. Proprietary and Confidential.

Online Video from Mobile:

Video Makes it Big on the Small Screen

Source: comScore MobiLens October 2010

1,694

8,2232,770

11,966

UK US

Mobile TV/Video Viewers (000)

Oct-2009 Oct-2010

+ 64%

+ 46%

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

12© comScore, Inc. Proprietary and Confidential.

Online Video from Mobile:

Mobile TV/Video Consumption on Smartphone

Source: comScore MobiLens October 2010

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

13© comScore, Inc. Proprietary and Confidential.

– 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

14© comScore, Inc. Proprietary and Confidential.

UK .FOX Online Video case study

Video v. Display: more effective with fewer exposures

3.3%2.9%

4.3%

1-5 exposures 6-9 exposures 10+ exposures

Video only

1.2%

2.4%

3.8%

1-5 exposures 6-9 exposures 10+ exposures

Display only

Absolute Percentage Point Lift in Site Visitation

Exposed Group vs. Control

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

Source: comScore .FOX UK study, 2010

15© comScore, Inc. Proprietary and Confidential.

– 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

16© comScore, Inc. Proprietary and Confidential.

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.

US VideoEgg case study

Video Outperform the Standard Banner on Ad Recall

Average Index for All Campaigns Versus Standard Banner

Banner

Index

100

Source: comScore Video Egg US study, 2010

17© comScore, Inc. Proprietary and Confidential.

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

US VideoEgg case study

Specific Video Formats are much more effective

Source: comScore Video Egg US study, 2010

Banner

Index

100

10.5% of users

exposed to

AdFrames engaged

with the ad

Average Index for All Campaigns Versus Standard Banner

18© comScore, Inc. Proprietary and Confidential.

US The Pool - Vivaki case study

ASq Video Format

19© comScore, Inc. Proprietary and Confidential.

US The Pool - Vivaki case study

Phase Three: Field Research results

* Non – Significant Lifts

The Pool – Phase Three: Field Research

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

Source: comScore & Vivaki Pool research

US 2010

20© comScore, Inc. Proprietary and Confidential.

– 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

21© comScore, Inc. Proprietary and Confidential.

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

22© comScore, Inc. Proprietary and Confidential.

– 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

23© comScore, Inc. Proprietary and Confidential.

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!

Key take-aways

Thank you!

LUCA BENINI, lbenini@comscore.com, @comScoreEMEA