More than 200 Billion Online Videos Viewed Globally in October – comScore, Inc

More than 200 Billion Online Videos Viewed Globally in October – comScore, Inc.

YouTube Delivers 2 of Every 5 Videos Viewed Worldwide 
comScore Releases Inaugural Report on Global Online Video Viewing Habits

Reston, VA, December 14, 2011 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released inaugural data on worldwide online video viewing from the comScore Video Metrix service. The report found that nearly 1.2 billion people age 15 and older watched 201.4 billion videos online globally during October 2011. Google Sites, driven by YouTube.com, ranked as the top video destination with nearly 88.3 billion videos viewed on the property worldwide during the month.

“As global broadband connectivity continues to rise, online video viewing has taken off in a big way and has become a fully integrated component of the digital content experience,” said Dan Piech, comScore product manager for video. “With the introduction of comScore’s global measurement of online video viewing, multinational media brands and advertisers can now gain a more comprehensive understanding of how online video reaches audiences around the world.”

Google Sites, Youku and VEVO Lead Global Online Video Rankings 
In October 2011, 201.4 billion videos were viewed online from a home or work location, with the global viewing audience reaching 1.2 billion unique viewers age 15 and older. Google Sites led as the top global video property with nearly 88.3 billion videos viewed on the property during the month, accounting for 43.8 percent of all videos viewed globally. YouTube.com was the key driver of video viewing on Google Sites, accounting for more than 99 percent of videos viewed on the property.

China-based Youku, Inc. was the second largest video property globally with 4.6 billion videos viewed in October (2.3 percent global share), followed by VEVO which accounted for nearly 3.7 billion videos (1.8 percent share). Nearly 2.6 billion videos were watched on Facebook.com during the month (1.3 percent share), followed by Japan-based Dwango Co., Ltd. with 2.5 billion videos viewed (1.2 percent share).

Top 5 Global Video Properties by Total Videos* Viewed (000)
October 2011
Total Worldwide – Visitors Age 15+ Home/Work Location**
Source: comScore Video Metrix
Videos 
(000)
Share of Videos
Total Internet : Total Audience 201,420,689 100.0%
Google Sites 88,278,970 43.8%
Youku Inc. 4,644,727 2.3%
VEVO 3,697,229 1.8%
Facebook.com 2,590,812 1.3%
Dwango Co., Ltd. 2,458,180 1.2%

*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
**Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs

Canadians Watch Most Videos, While Turkey has Highest Video Penetration
An analysis of selected online video markets by engagement revealed that viewers in Canada and the U.S. averaged the highest number of videos per viewer in October, at 303 videos and 286 videos, respectively. Viewers in the UK averaged 268 videos per viewer during the month, while viewers in Turkey and Germany both watched an average of 250 videos.

Analysis of selected markets with the highest penetration of online video viewing revealed that 93.6 percent of Internet users in Turkey watched video during the month, followed by Canada with 90.9 percent of web users consuming video. Although markets in Latin America showed lower overall engagement with online video compared to their counterparts in other regions, Chile, Argentina, Brazil and Mexico ranked among the markets with the highest penetration, highlighting a significant opportunity for marketers and advertisers as these online video markets continue to develop.

Selected Markets by Videos* per Viewer and Online Video Viewing Penetration
October 2011
Total Worldwide – Visitors Age 15+ Home/Work Location**
Source: comScore Video Metrix
Selected Markets by Videos per Viewer Videos per Viewer Selected Markets by % Reach of Web Population % Reach Web Population
Canada 303.7 Turkey 93.6%
U.S. 286.3 Canada 90.9%
UK 268.6 Chile 90.2%
Turkey 250.7 Argentina 89.6%
Germany 250.6 Brazil 89.0%
Japan 222.7 Hong Kong 88.9%
France 190.1 Spain 88.9%
Spain 178.6 U.S. 88.0%
Hong Kong 160.0 Mexico 87.2%
Singapore 153.2 France 86.8%

*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
**Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs


Real-Time Bidding Grows Among Advertisers, Agencies and Publishers – eMarketer

via Real-Time Bidding Grows Among Advertisers, Agencies and Publishers – eMarketer.

Advertisers and agencies will continue to invest in real-time bidding in 2011

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At present, online marketers in the display, rich media and video advertising space can hardly keep track of advancements in targeting and technology, let alone the seemingly endless parade of new ad networks and exchanges.

One of the latest technologies to test for online advertisers hoping to streamline their ad inventory buying and bidding process is real-time bidding. For networks and publishers, real-time bidding can aid in filling additional site inventory and gaining access to new brands and advertisers.

February 2011 findings from DIGIDAY and Google suggest real-time bidding has passed the initial test. Among marketers and agencies who have already used real-time bidding, more than 90% will continue to spend at least some budget this year on real-time bidding, indicating those who have allocated preliminary budget will continue to maintain, if not increase, their spend.

The do-it-yourself functionality and scalable spend typical of real-time bidding allow marketers to buy ad inventory at their convenience and within their budgetary comfort level, ultimately saving both time and money, but marketers are still in the early stages of getting comfortable using real-time bidding to make ad buys. Only 21% of advertisers find it easy to purchase inventory through an ad exchange bidding interface, and just 16% find it easy to purchase inventory through a demand-side platform bidding interface.

 

Easiest* Methods for Buying Online Display Ads According to Media Buyers in North America, Feb 2011 (% of respondents)

 

Although the majority of media buyers may find it a bit challenging to use real-time bidding, almost half reported high satisfaction with ad placements made by purchasing inventory through real-time buying, whether through a demand-side platform, ad exchange or network.

Agencies and advertisers are most satisfied with campaign ROI for ad placements obtained from pre-negotiated or reservation-based buying from publisher sites, indicating the time and money often saved with purchase through a demand-side platform or exchange may not outweigh the high-quality results obtained from a direct-to-site purchase.

 

Most Satisfying Methods of Buying Online Display Ads According to Media Buyers in North America, Feb 2011 (% of respondents)

 

Publishers are looking to maximize the fulfillment of their site inventory and streamline the buying process for advertisers through the convenience of an ad exchange or real-time bidding interface. More than half (51.6%) plan to include such offerings for advertisers in the coming year, with sites like Forbes.com already making strides with the newly announced Forbes Media Extension, a private ad exchange for Forbes advertisers designed to help marketers buy inventory by audience segment.

 

Channels that Online Publishers in North America Will Make Their Ad Inventory Available on via Exchange or Real-Time Bidding Platforms in 2011 (% of respondents)

 

As advertisers continue to rely on a mix of online ad exchanges, sites and networks and continue to invest more ad dollars in display, video and rich media, one can only expect to see an increase in the use of campaign management tools like real-time bidding. Still, marketers should always be mindful of getting swept away by the latest tools and technology and remember that saving time and money are important, but campaign results matter most.