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Thursday, September 18, 2014

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Analysis for 'comScore'

  • Perspective What's this? The Key to Cross-Platform Brand Advertising? Bridging the Divide Between TV and Digital.

    Discussion about programmatic buying is plentiful these days, with many calling it "the hottest sector of advertising right now." As brands and agencies continue testing programmatic options across different types of media, questions - and many opinions - remain about how digital and TV can play together in the programmatic space.
     
    The reality is that both digital and TV could stand to take some cues from one another to improve efficiencies. It's critical to take a realistic perspective on how these media could best converge, easing the buying and selling processes and advancing the entire ad industry. Adopting such an approach will help marketers execute and measure cross-platform campaigns that, as Unilever's CMO Keith Weed remarked at Cannes, will allow them to "lead with brands and not channels."
     
    How can TV buying and planning enhance digital, and vice versa?

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  • Follow the Eyeballs - Advertising Success in the Multi-Screen Age [AD SUMMIT VIDEO]

    As devices continue to proliferate, reaching viewers across multiple screens is becoming an imperative for advertisers. At the recent Video Ad Summit, one of our sessions focused on how advertisers are beginning to do this and what challenges remain. Participants included Larry Adams (Mindshare), Josh Chasin (comScore), Rob Holmes (Comcast), Chuck Parker (Brightcove), Katie Seitz (Tremor), with moderator Jeff Lanctot (Mixpo).

    watch the session video

     
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  • comScore Outlines 'Total Video' Approach to Measurement in New White Paper

    It's no secret that measuring true video usage across screens is currently impossible. And with viewing continuing to fragment across multiple screens, advertisers' ability to allocate campaign spending and optimize their ROI is getting harder all the time.

    To address this situation, comScore has published a white paper, proposing a new viewer-centric, integrated approach called "Total Video," which it began discussing last month at the NewFronts. Aiming for a holistic video measurement approach, Total Video has 5 goals: (1) a single, unduplicated audience metric, (2) unified demography across platforms, (3) holistic accounting of all video viewing, (4) scalable measurement of platforms and audiences and (5) flexibility for the future.

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  • Beachfront Media - full banner - 7-10-14
  • BrightRoll Forms Partnerships to Accelerate Programmatic Video Ads

    BrightRoll announced a number of new and expanded partnerships this morning at its BrightRoll Video Summit, all intended to accelerate programmatic video advertising. They include:

    comScore and Nielsen - Integration of comScore's Validated Campaign Essentials (VCE) and Nielsen's Online Campaign Ratings (OCR) so buyers can tap into this measurement data in planning, targeting, optimizing and reporting on their campaigns. Access to the data is being provided free to buyers.

    Google - A programmatic integration with DoubleClick so that video ad buyers using BrightRoll will be able to gain real-time access to high-quality inventory in the DoubleClick Ad Exchange, which includes YouTube.

    BlueKai - Last, BrightRoll announced that mobile audience targeting is available, with BlueKai as the first 3rd-party mobile data provider that has been integrated. Others are expected this year. The mobile capability means buyers using the BrightRoll platform will be able target audiences beyond desktops, on smartphones and tablets. BlueKai includes 20,000 data categories in a marketplace of 70 million unique iOS and Android users.

    (Note: I'm attending the BrightRoll Video Summit this morning and will be continuously tweeting highlights at #BRVS.)

     
  • Beachfront Media - full banner - 7-10-14
  • SpotXchange's CEO Explains Its Jump to Top Position in comScore's January 2014 Online Video Ad Rankings

    SpotXchange landed at the top of comScore's January, 2014 U.S. rankings with nearly 3.5 billion video ads viewed, up from 2.9 billion in December, 2013. I spoke to SpotXchange's CEO Mike Shehan to learn more about what was behind the rise and get his overall take on the video advertising landscape and programmatic. Mike patiently shared an extremely detailed window into this quite complicated market. An edited transcript follows.

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  • Akamai - full banner - 9-17-14
  • AOL-Adap.tv Serves 3.7 Billion Video Ads In September, Topping comScore's Rankings

    With 3.7 billion video ads served, the combined AOL-Adap.tv has landed atop comScore's September 2013 U.S. Online Video Rankings. (see chart below) It's the first time that AOL has outranked Google (primarily YouTube), which dropped to second with 3.2 billion video ads served. On its own in August, Adap.tv served over 2.5 billion video ads. AOL-Adap.tv was also tops in total ad minutes in September with over 1.6 billion, followed by BrightRoll with nearly 1.3 billion.

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  • Beachfront Media - full banner - 7-10-14
  • YouTube's Online Views Are Down 32% vs. Last Year As Mobile Video Ascends

    Here's an eye-popping data point from last week's comScore online video rankings report for Feb. '13: YouTube's total of 11.3 billion monthly views were down 32% vs. Feb. '12 when it had 16.7 billion views (see chart below). But lest you think viewers are fleeing YouTube, the perennial 800-pound gorilla of the online video market, what really appears to be happening is that a sizable chunk of viewers are shifting their viewing to mobile devices, which as I understand it, is not counted in comScore's data.

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  • Beachfront Media - full banner - 7-10-14
  • Adap.tv Now Optimizing Audience Targeting Against Nielsen and comScore Data

    Online video ad buying continues to shift toward, but also improve upon, conventional TV ad buying, with the latest evidence that Adap.tv is now optimizing audience targeting against data from Nielsen and comScore.

    As Toby Gabriner, Adap.tv's president, explained to me, the process starts with an algorithm the company has developed to predict a publisher's audience composition. The algorithm is based on numerous data "signals" (e.g. content type, time of day, browsing behavior, 3rd party profiling, etc.) that are continuously updated. The audience profiles are then used to focus on impressions that should index high against Nielsen Online Campaign Ratings (OCR) and comScore Validated Campaign Essentials (VCE).

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  • thePlatform full banner - 9-13-14
  • YouTube's Market Share Nudged Up in October, But Engagement at One-Year Low

    comScore released its October Video Metrix rankings late last week and the good news for YouTube was that with a little over 13 billion videos delivered, its market share nudged up to 35% from September's 33.3%. As I wrote a few weeks ago, that was a record low share for the perennial online video leader, and was actually down from 53.1% just 2 months prior.

    However, as the chart below shows, it's the third straight month of share below 40% and may well represent the "new normal" for YouTube's place in the industry. One interesting explanation for the drop in share is the comScore's numbers don't account for mobile (smartphone and tablet) viewing. If proportionately more of YouTube's viewing has shifted to mobile, then the declines in its online share would reflect that.

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  • thePlatform full banner - 9-13-14
  • YouTube's Monthly Time Per Viewer Has Been a Roller Coaster Ride

    In my post last Tuesday, I cited comScore data showing that YouTube's share of online video views had dropped to 33.2% in Sept. '12, its lowest level in the 3+ years since I've been keeping track. On our weekly podcast last Friday, Colin Dixon from The Diffusion Group noted that while YouTube's view count was down, its time spent per viewer (sometimes referred to as "engagement") had increased during the past year.

    Colin's point was consistent with YouTube's own goals; in response to my post, a YouTube spokesperson had directed me to a company blog post from August, in which Eric Meyerson, head of creator marketing communications, described changes the company had made to "encourage people to spend more time watching, interacting and sharing with the community."

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  • thePlatform full banner - 9-13-14
  • YouTube's September Market Share Plunges to Record Low

    Yesterday comScore released its September 2012 Video Metrix data which showed YouTube accounted for approximately 13.1 billion videos viewed out of the monthly total of 39.4 billion. At 33.2%, that's the lowest market share YouTube has had since Aug. '10 when I started tracking this data. As recently as July '12, YouTube had a 53.1% share (with 19.6 billion videos viewed), though as I pointed out previously, in August, its share dropped unexpectedly to 36.5%.

    In addition, the 13.1 billion YouTube videos viewed in September is the lowest in the 13 months since comScore changed its reporting methodology and is nearly 30% lower than the 18.6 billion videos viewed a year ago in Sept. '11 and almost 650 million lower than its Aug '11 total of 13.8 billion videos. (YouTube's record high was 21.9 billion in Dec. '11). See chart below for more.

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  • thePlatform full banner - 9-13-14
  • comScore Data: AOL Video Soars, YouTube and Total Views Down

    comScore released its August '12 data on online video usage last week , making it a full 12 months since it changed its reporting methodology. Looking over the data, there are a few things worth pointing out.

    First is that AOL has had a very strong year, increasing its videos delivered from 408 million in Sept. '11 to 725 million in Aug. '12, a 78% jump (see chart below). That's the best growth rate of any of the top 10 sites from Sept. '11. It's also the second consecutive month that AOL was in second place to YouTube, the industry's perennial leader. AOL has put a huge emphasis on video, launching the AOL On Network last April, along with a slate of original programming.

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  • thePlatform full banner - 9-13-14
  • Amazon Cracks comScore's Top 10 Video Sites for Second Time

    Looking through comScore's list of top 10 video sites for December, 2011, one name jumped out at me: Amazon, which turned up at #9, with 27.8 million unique viewers and 95.4 million videos viewed. I'm accustomed to seeing the usual names on the list: Google (YouTube), Hulu, Viacom, Yahoo, AOL, etc., but I couldn't recall seeing Amazon before. I went back and looked at the last year of comScore numbers and in fact, this is the second time Amazon has appeared on the list. Back in June '11, Amazon showed as #10, with 21.2 million viewers and 43.1 million videos viewed.

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  • Beachfront Media - full banner - 7-10-14
  • Netflix's 2 Billion Streaming Hours in Q4 Blows Away Competitors

    Netflix subscribers appear to be spending far more time viewing the service's streaming content than do users of any other online video destination. According to new data Netflix released today, its 20 million subscribers consumed 2 billion hours of streaming TV shows and movies in Q4 '11. Using simple averages, that would mean each subscriber streamed 100 hours during the quarter, or approximately 2,000 minutes per month (about 33 hours). That's roughly 4 1/2 times the level of YouTube's time spent/viewer. According to comScore, YouTube, which dominates total monthly volume of online video, had approximately 151 million U.S. users in November, 2011, who viewed 444.5 minutes each, on average.

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  • Beachfront Media - full banner - 7-10-14
  • Globally, YouTube's Market Share is 20 Times Its Nearest Competitor's

    I've often said that YouTube is the 800-pound gorilla of online video, but I was always basing that on its share of the U.S. market. Now, with comScore's first-ever release of global data from its Video Metrix service, it's clear that YouTube is in fact planet earth's 800-pound gorilla of online video.

    As seen in the chart below, in October YouTube delivered almost 44% of the 201 billion videos viewed globally, nearly 20 times as much as China's Youku, which was in second place with 2.3%, and nearly 7 times as much as the #2-5 players. Since the global market is so fragmented, based on some assumptions I've made, it's quite possible that YouTube has more market share globally than the top 100 video sites, combined. Wow.

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  • Akamai - full banner - 9-17-14
  • VideoNuze Report Podcast #112 - Facebook's Video Opportunities

    I'm pleased to be joined by Colin Dixon, senior partner at The Diffusion Group, for the 112th edition of the VideoNuze Report podcast, for Dec. 2, 2011. Today Colin and I discuss how Facebook has become a leader in online video and the range of opportunities it has ahead. Earlier this week I reported how Facebook was ranked as the #2 video site in October by comScore, with nearly 60 million viewers. Though YouTube is still by far the biggest online video site, Facebook has made huge progress over the past year. Listen in to learn more!

    Click here to listen to the podcast (16 minutes, 25 seconds)



    Click here for previous podcasts

    The VideoNuze Report is available in iTunes...subscribe today!
     
  • Akamai - full banner - 9-17-14
  • Facebook Surges to Number 2 Video Site in October: comScore

    Social media juggernaut Facebook surged into the number 2 position for unique video viewers on comScore's U.S. online video ranking for October, 2011. This is the highest rank Facebook has achieved, and its 59.8 million viewers nudged it past VEVO at 57 million, which was down just slightly from September. Facebook's unique viewers jumped approximately 10 million from its September total of approximately 50 million viewers. The big October bump comes after a relatively flat past 12 months of viewers, though a doubling of monthly video views (see charts below). In October alone, Facebook's total video views increased to 346 million, 37% higher than September.

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  • thePlatform full banner - 9-13-14
  • Guess Which Sports Property Had the Most Unique Viewers in May (Hint: It's Not Yahoo, ESPN, MLB or SI)

    Here's a interesting tidbit from comScore's Video Metrix - the top sports property in May, as ranked by unique viewers, wasn't any of the names you'd expect (e.g. Yahoo Sports, ESPN, MLB, SI, etc.), but rather a little-known, four year-old start-up named CineSport. As the chart below shows, CineSport generated 13.1 million unique viewers in May to top the list (CineSport was actually number one in April too, and has been so periodically before as well). How CineSport is generating so much viewership says a lot about how online video is creating unexpected new opportunities for those with clever approaches. Last week I caught up with CineSport's CEO and founder Gregg Winik to learn more.


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  • Beachfront Media - full banner - 7-10-14
  • comScore: YouTube's Time Per Viewer In May Tops 5 Hours, More Than Next 5 Sites COMBINED

    comScore released its May 2011 U.S. online video rankings today which once again illustrated the extent to which YouTube remains the 800-pound gorilla of the online video market. For the first time, YouTube's time spent per viewer during the month exceeded 5 hours, coming in at 5 hours, 11 minutes. That reflects nearly 2.2 billion viewing sessions generated from over 147 million unique viewers (83.5% of all Americans who watched any online video in May).

    Looked at another way, YouTube's 5 hours, 11 minutes of viewership is more than the next 5 properties ranked had during the month, combined. The number 6 property, Microsoft's sites, had 46.5 million visitors for the month, less than a 1/3 of YouTube's, and 252 million viewing sessions, just 1/9 of YouTube's (see below). Hulu is the only property remotely close to YouTube in viewing time per user, racking up 3 hours, 38 minutes per viewer in May from 196 million viewing sessions. But Hulu had 28.5 million unique viewers in May, less than 1/5 of YouTube's.

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  • Akamai - full banner - 9-17-14
  • Roku Hits 1 Billion Streams; Viewing Time Is 31% As Much As Traditional TV

    Connected device maker Roku has announced that it has delivered a cumulative 1 billion video streams to its installed base of media players. Even more interesting though is that the company disclosed that in December 2010, its players were used for an average of 11+ hours of play time per week. Since Nielsen reported that in Q2 '10 that the average American watched about 143.5 hours per month, this would mean that Roku owners on average are watching  31% (i.e. 45/143.5) as much through these devices as they do traditional TV.

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