An overview of the video landscape in numbers.

1. Digital Video Market
A Booming Market – Here, There, Everywhere
11th January 2011
Osnat Zaretsky, ozaretsky@comscore.com @Osnatz

2. – 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
© comScore, Inc. Proprietary and Confidential. 2

3. comScore is a Global Leader in Measuring the Digital World
NASDAQ SCOR
Clients 1600+ worldwide
Employees 900+
Headquarters Reston, VA, USA
Local Presence 30+ locations in 21 countries
Global Coverage 43 markets reported, 230 countries under measurement
© comScore, Inc. Proprietary and Confidential. 3 V0910

4. comScore Digital Business Analytics
Audience Measurement
Site Analytics
User Analytics Vertical Market Solutions
Unified Digital Measurement™
Social Analytics
Copy Testing
Campaign Verification
Advertising Analytics Ad Effectiveness
Cross Media
Mobile Audience Measurement
Network Analytics & Optimization
Mobile Analytics Customer Experience
& Retention Management
© comScore, Inc. Proprietary and Confidential. 4 V0910

5. – 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
© comScore, Inc. Proprietary and Confidential. 5

6. Online Video from a PC/MAC:
Reach among Internet Users in UK, US and Japan
Online Video Viewers Non-Viewers Online Video Viewers Non-Viewers Online Video Viewers Non-Viewers
19% 16%
22%
81% 78%
84%
Online Video is BIG – 80%+ penetration among internet users in UK and US
© comScore, Inc. Proprietary and Confidential. 6 Source: comScore Video Metrix, October 2010

7. Online Video from a PC/MAC:
TOP 3 Video Properties in UK, US and Japan
(with NICOVIDEO.JP)
© comScore, Inc. Proprietary and Confidential. 7 Source: comScore Video Metrix, October 2010

8. Online Video from a PC/MAC:
Viewers Age profile in UK, US and Japan
Viewer Penetration by Age Group
30%
25%
20%
15%
10%
5%
0%
15-24 25-34 35-44 45-54 55+
UK US Japan
US Video Viewers Skew Younger Than in UK and Japan
© comScore, Inc. Proprietary and Confidential. 8 Source: comScore Video Metrix, October 2010

9. 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
© comScore, Inc. Proprietary and Confidential. 9 Source: comScore Video Metrix, October 2010

10. – 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
© comScore, Inc. Proprietary and Confidential. 10

11. Online Video from Mobile:
Video Makes it Big on the Small Screen
Mobile TV/Video Viewers (000)
Oct-2009 Oct-2010
+ 46%
11,966
+ 64%
8,223
2,770
1,694
UK US
Mobile Video is growing fast with 2.8m viewers in UK (+64% v.YA)
© comScore, Inc. Proprietary and Confidential. 11 Source: comScore MobiLens October 2010

12. Online Video from Mobile:
Mobile TV/Video Consumption on Smartphone
80% of Mobile Viewers in UK have a Smartphone, one of the key enablers
© comScore, Inc. Proprietary and Confidential. 12 Source: comScore MobiLens October 2010

13. – 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
© comScore, Inc. Proprietary and Confidential. 13

14. UK .FOX Online Video case study
Video v. Display: more effective with fewer exposures
Absolute Percentage Point Lift in Site Visitation
Exposed Group vs. Control
Video only Display only
4.3% 3.8%
3.3%
2.9%
2.4%
1.2%
1-5 exposures 6-9 exposures 10+ exposures 1-5 exposures 6-9 exposures 10+ exposures
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
© comScore, Inc. Proprietary and Confidential. 14 Source: comScore .FOX UK study, 2010

15. – 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
© comScore, Inc. Proprietary and Confidential. 15

16. US VideoEgg case study
Video Outperform the Standard Banner on Ad Recall
Average Index for All Campaigns Versus Standard Banner
Banner
Index
100
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.
© comScore, Inc. Proprietary and Confidential. 16 Source: comScore Video Egg US study, 2010

17. US VideoEgg case study
Specific Video Formats are much more effective
Average Index for All Campaigns Versus Standard Banner
10.5% of users
exposed to
AdFrames engaged
Banner with the ad
Index
100
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
© comScore, Inc. Proprietary and Confidential. 17 Source: comScore Video Egg US study, 2010

18. US The Pool - Vivaki case study
ASq Video Format
© comScore, Inc. Proprietary and Confidential. 18

19. US The Pool - Vivaki case study
Phase Three: Field Research results
The Pool – Phase Three: Field Research
“Asq chosen” delivers +288% lift v. pre-roll in both top of mind and unaided awareness
* Non – Significant Lifts
Source: comScore & Vivaki Pool research
© comScore, Inc. Proprietary and Confidential. 19 US 2010

20. – 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
© comScore, Inc. Proprietary and Confidential. 20

21. 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
© comScore, Inc. Proprietary and Confidential. 21

22. – 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
© comScore, Inc. Proprietary and Confidential. 22

23. Key take-aways
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!
© comScore, Inc. Proprietary and Confidential. 23

24. Thank you!
Osnat Zaretsky, ozaretsky@comscore.com @Osnatz