16. 58% of Worldwide Internet Users Have Created a Profile October 3, 2008
17. US Usage Is Still Growing October 3, 2008 Unique Visitors to MySpace and Facebook August 2007-August 2008 (thousands) 75.5 million (up 10% from ‘07) 41 million (up 21% from ‘07) Source: comScore Media Metrix
18. But Is It a Fad That’s Losing Steam? October 3, 2008 US visits to social network sites are down 17% year-over-year vs. August 2007
19. SN Ad Spending Growth Slows in 2009 and Beyond October 3, 2008
20. US Spending Still in Flux October 3, 2008 Source: eMarketer, 2008 +55% +27% +15% +13% +11% 12/07: $1.6B 12/07: $2.7B
21. News Corp. Acknowledges This October 3, 2008 “ Social networking has gotten a disproportionately lower share of digital advertising budgets. If you compare the amount of traffic and the amount of users we have with the portals, most of those guys have been putting 50%, 60% of their budgets in portals, and 10% of their budgets against social network sites.” -- COO Peter Chernin at Merrill Lynch presentation, Sept. 2008
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25. On the Other Hand, Too Much Targeting is Never a Good Thing October 3, 2008
34. US: 36% of 2008 Mobile Spending October 3, 2008
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36. Mobile Marketing: A Two-Way Street October 3, 2008 Take a photo, send it in a multimedia message Receive a picture of a customized Nike shoe Save as wallpaper, send to friends Order personalized shoes directly
37. The iPhone is Changing How Consumers Use the Internet October 3, 2008
40. The Digital Landscape Confounds Many in the Media Biz October 3, 2008 “ We don’t know what’s gonna work. Predicting what the media world is gonna look like in eight years is incredibly daunting. I defy anybody to do that.” - Jeff Zucker, president-CEO, NBC Universal, September 2008
42. Half of US Population Watches Online October 3, 2008 Source: eMarketer, February 2008 US Online Video Users, 2006-2012 (% of population)
43. 71% of US Internet users watch online videos at least once a week October 3, 2008 Source: Universal McCann, April 2008 % respondents , Mar. 2008
44. Types of video content people watch monthly: short, short , short October 3, 2008 Source: eMarketer, February 2008 Full TV shows = 27% % total US video viewers, Feb. 2008
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46. Video Ads: 2.6% of Online Spend in 2009 October 3, 2008 Source: eMarketer, September 2008 US Online Video Ad Spending (millions and % of Internet total) “ Video is the growth format on the Internet. ” -- David Hallerman, eMarketer 1.5% 2.0% 2.6% 3.4% 4.7% 6.8% 9.8%
47. But Video Won’t Challenge Search or Display -- Yet October 3, 2008 US Online Ad Spending, by Format (billions) 2008 & 2013 Source: eMarketer, August 2008
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49. But There Are Significant Hurdles October 3, 2008 Can consumer- generated video be monetized? What ad formats work best? Will consumers skip over ads?
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52. YouTube Experiments with Overlays October 3, 2008 New: Ad runs post-roll (after clip) if user doesn’t click on overlay
53. But Ads on User-Generated Video Trail Consumer Usage October 3, 2008 Source: The Diffusion Group, July 2008
54. Zappos Gets Clicks for Its Video Ad Campaign October 3, 2008 Ad appeared on 50 sites targeted to females Video plays only after user clicks on it Simplicity: Ad served by same company that serves rest of Zappos’ ads Result: 5% clickthrough rate (vs. just 0.3% for banner ads)
55. When It Comes to Video Ads, One Attitude Does Not Fit All October 3, 2008
56. 67% Will See an Online Video Ad At Least 1x a Month in 2008 October 3, 2008
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58. Thank you ! Debra Aho Williamson Senior Analyst eMarketer Inc. October 3, 2008