Comscore, Inc. · NASDAQ:SCOR

Comscore — comScore Online Video Measurement in Canada Webinar (February 2010)

32 slides from Comscore's conference presentation, Feb 4, 2010

1. Slide 1: Online Video Measurement: Canada

   Online Video Measurement: Canada Supercharge your online video business! Presented by Dan Piech February 4, 2010

2. Slide 2: Agenda

   Agenda  The online video marketplace in Canada – Recent trends in video – Monetizing audiences’ demand for video – Why video reporting maximizes revenues for everyone  Understanding Online Video Measurement – 3 key ways of tracking video – comScore’s hybrid approach to video measurement  New Inno

3. Slide 3: The Online Video Marketplace

   The Online Video Marketplace © comScore, Inc. Proprietary and Confidential. 3

4. Slide 4: Online Video Viewing has reached the mainstream

   Online Video Viewing has reached the mainstream Total Internet Users (MM) Percent of Internet Users Who Streamed (MM) 25 100% 90% 20 80% 70% 15 60% 50% 10 40% 30% 5 20% 10% 0 0% © comScore, Inc. Proprietary and Confidential. 4

5. Slide 5: Users doubled their video consumption throughout 2009: Monthly Videos per Viewer

   Users doubled their video consumption throughout 2009 Monthly Videos per Viewer 300 275 269 255 259 247 250 224 193 197 200 190 162 149 147 150 100 50 0 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 © comScore, Inc. Proprietary and Confidential. 5

6. Slide 6: Users doubled their video consumption throughout 2009: Monthly Minutes per Viewer

   Users doubled their video consumption throughout 2009 Monthly Minutes per Viewer 1400 1,310 1,283 1,224 1200 1,166 1,172 1,124 1000 883 885 858 800 689 652 605 600 400 200 0 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 © comScore, Inc. Proprietary and Confident

7. Slide 7: Fast movers in the Canadian online video market

   Fast movers in the Canadian online video market Change in number of videos delivered during 2009  Canwest sites more than quadrupled  Canoe sites up nearly 250%  Corus Entertainment sites up by more than 160%  CBC sites up by 130%  CTV videos more than doubled © comScore, Inc. Proprietary and C

8. Slide 8: Top Video Properties

   Top Video Properties Rank Property Unique Viewers (000) 1 Google Sites (YouTube) 20,028 2 Facebook 10,483 3 Microsoft Sites (MSN, Bing) 6,443 4 Dailymotion 3,793 5 Yahoo! Sites 3,736 6 CTV 3,278 7 Viacom (MTV, Nickelodeon, Spike) 3,165 8 Fox Interactive Media (MySpace, IGN) 3,147 9 Break Media 2,635

9. Slide 9: Premium Web-Only Content: A New Form of Entertainment

   Premium Web-Only Content: A New Form of Entertainment  Online video previously had two business models: Premium, and UGC However  Web-exclusive content also presents a huge opportunity to reach valuable niche audiences – Revision3 (Diggnation), NextNewNetworks (Indy Mogul), DECA (Momversation), Co

10. Slide 10: User-Generated Content

    User-Generated Content:  Most difficult to monetize  Short form © comScore, Inc. Proprietary and Confidential. 10

11. Slide 11: Empowered Viewers

    Empowered Viewers Viewers want the video(s) that they want:  HOW they want  WHEN they want  WHERE they want  and to be able to share and engage… …without limitation or restriction © comScore, Inc. Proprietary and Confidential. 11

12. Slide 12: Online video advertising – multiple opportunities for significant growth

    Online video advertising – multiple opportunities for significant growth In page Skinned Sponsor Branded Pre-roll video Post-roll players driven content In Water Ad Overlays Bugs banner Mid-roll marks insertion video  Canadian online video advertising was worth $12 million in 2008* – less than 1% o

13. Slide 13: Online Video Measurement's Goals

    Online Video Measurement’s 3 Goals  Define and report on the marketplace of online video  Present ALL video sites in a meaningful and actionable way to advertisers  Show the effectiveness of online video to reach and engage consumers Comprehensive & objective information is needed to encourage ad

14. Slide 14: Why Video Measurement Maximizes Revenues for Everyone

    Why Video Measurement Maximizes Revenues for Everyone  Provides actionable insights into online video audience characteristics – Reduces uncertainty among agencies and advertisers  Utilizes familiar metrics to compare online/offline video/tv spend – Online video advertising used as an element to a

15. Slide 15: Understanding Online Video Measurement

    Understanding Online Video Measurement © comScore, Inc. Proprietary and Confidential. 15

16. Slide 16: Three key methodologies

    Three key methodologies Panel Beacons Measurement Video Metrix Query String Tags © comScore, Inc. Proprietary and Confidential. 16

17. Slide 17: Three key methodologies: Panel measurement

    Three key methodologies  Panel measurement – Tracks people & behaviors from a representative sample of Canadian internet users – Demographic-based engagement information Panel Beacons Measurement Video Metrix Query String Tags © comScore, Inc. Proprietary and Confidential. 17

18. Slide 18: Three key methodologies: Beacons

    Three key methodologies  Server-based measurement: Beacons – Tracks census-level viewing – Exacting visibility into the entire population Panel Beacons Measurement Video Metrix Query String Tags © comScore, Inc. Proprietary and Confidential. 18

19. Slide 19: Three key methodologies: Tags

    Three key methodologies  Server-based measurement: Tags – Embedded within beacons – Improved content identification e.g. genre, program title; episode; content vs. ad Panel Beacons Measurement Video Metrix Query String Tags © comScore, Inc. Proprietary and Confidential. 19

20. Slide 20: Panel Measurement – overview and benefits

    Panel Measurement – overview and benefits  Panel links video viewing directly to users  Actionable insights regarding Panelist’s PC audiences: how many, time spent, demos and behaviors HTTPS Browser Website  More accurate user locations for better targeting (the browser directly initiates the HTT

21. Slide 21: Server based measurement – beaconing and tagging

    Server based measurement – beaconing and tagging  Beacons – measuring stream volume – URL request is made to the tracking servers at the time a video loads (auto load or user initiated) Called via Actionscript, C-Sharp, Javascript, etc. Server returns nothing so as not to slow down user-experience

22. Slide 22: Panel and site centric measurement: who, what, where

    Panel and site centric measurement: who, what, where Benefits of (server based) census Benefits of panel measurement measurement Deep consumer insights around uniques, Enhanced tracking of number of videos duration, demographics, and behavior- viewed based insights Combined beacons and tags accurate

23. Slide 23: How does this relate to our final data?

    How does this relate to our final data? Panel insights and all intensity measures (reach, day-parting, demographic profiling, uniques, duration etc) Tagging Beaconing for deeper content classification for measurement of -Ads vs Content streams (Total videos, - Premium vs UGC distributed content,  L

24. Slide 24: New Innovations

    New Innovations © comScore, Inc. Proprietary and Confidential. 24

25. Slide 25: Utilizing multiple data sources to calculate unique viewers

    Utilizing multiple data sources to calculate unique viewers  The most robust look at unique viewers yet  Driven by the Media Metrix 360 model  Panel-Based Insights – Proprietary session-assignment technology tracks different users on the same computer based on their key-stroke patterns – User-inp

26. Slide 26: comScore's Revolutionary New Beaconing Technology

    comScore’s Revolutionary New Beaconing Technology  Enables you to use your own metadata – Seamlessly merges with your existing content management system  Drag-and-drop style implementation: “Video Analytics Platform” – Actionscript component for flash-based players – Component developed in C-Sharp

27. Slide 27: Ads vs Content Differentiation

    Ads vs Content Differentiation  Until now, the industry has not been able to report both ads and content streams separately  This allows you to – Analyze sites based on content videos, ad videos, or total videos – Compare clutter ratios for different sites in a potential media plan – Gain insight

28. Slide 28: The Future

    The Future © comScore, Inc. Proprietary and Confidential. 28

29. Slide 29: Online video is only going to get bigger!

    Online video is only going to get bigger! © comScore, Inc. Proprietary and Confidential. 29

30. Slide 30: What you can do to best leverage your online video efforts

    What you can do to best leverage your online video efforts  Publisher – Commit to the online video space as an effective medium for building a dedicated and engaged audience – Work with comScore to ensure you are tracked and represented to the industry with your best foot forward – Utilize comScore

31. Slide 31: © comScore, Inc. Proprietary and Confidential.

    © comScore, Inc. Proprietary and Confidential. 31

32. Slide 32: Thank You!

    Thank You! Dan Piech comScore Video Metrix [email protected] © comScore, Inc. Proprietary and Confidential. 32

comScore — comScore Online Video Measurement in Canada Webinar (February 2010) on 6ix