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User Generated Video Advertising 2007: Metadata Metrics and Viral CPM valuations

This report presents defined metadata performance ratios for sites and individual videos, advertising can be customized to solicit specific user reactions when run across sites or content categories. Media planners and sites can use metadata performance to better shape campaign uniqueness that builds value into viral CPMs.
  • The average number of user comments (recommendations) per video across top UGV sites is 19.5 (including YouTube 19.9, MySpace 12, NBC Channel on YouTube 23, CBS Channel on YouTube 19, Metacafe 29 and LiveDigital 14)

  • Analysis of specific content categories inside each site to determine average performance of videos per category based on relevant metadata, and convert those metrics into a CPM

  • In step-by-step, site-by-site and content category by content category fashion, the area between average videos and top performing videos yields a viral CPM opportunity for advertisers which is detailed in multiple models

  • Metadata surrounding sites (including YouTube, MySpace, LiveDigital and Metacafe) and videos is analyzed and establishes a direct relationship between views and types of user engagement

  • For example, the top 100 videos across Metacafe's library generate an average of 133 comments. The top 200 capture 121 comments. The top 500 generate 102 comments.

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TABLE OF CONTENTS:

EXECUTIVE SUMMARY 1
  Viral CPM Value: Video consumption goes a step further in UGV 1
  Incorporating video metadata in CPM valuation models 1
  YouTube views go vertical when people talk about the video 1
  YouTube Metadata Summary Analysis: Sept. '05 - Sept. '06 2
  YouTube Video Ratings Analysis: 2006 2
VIRAL VIDEO METRICS: AN INTRODUCTION TO UGV ADVERTISING 3
  UGV Ads: Go short, or go long? 3
  YouTube Average File Length by Content Category: Top Viewed Videos 2006 (in Minutes) 4
  Broadband and UGV avails: 5-seconds to 5 minutes 4
  UGV valuation benchmarks contain new user metadata elements 5
  Viral CPM Value: Video consumption goes a step further in UGV 5
  Incorporating video metadata in CPM valuation models 6
  YouTube views go vertical when people talk about the video 6
  YouTube Metadata Summary Analysis: Sept. '05 - Sept. '06 7
  Ratings surprise: Highly rated content under performs on YouTube 7
  YouTube Metadata Summary: Top Category Analysis 7
  A pro-forma YouTube hybrid CPM and Viral CPM valuation model 8
  Comparative Analysis: Views and Comments 9
  YouTube UGV Advertising Pro Forma Analysis: Comedy 10
  Viewers complete the virtuous brand, site and content circle 11
  Interactive ROI approaches, equals or transcends CPM value? 11
  Summary of YouTube Comedy CPM and Viral CPM Proforma Campaign Value 11
  Gross CPM and Viral CPM Value Comparison: YouTube Comedy Category Pro Forma 12
  UGV Building Blocks: Incorporating user comments and other metadata into the CPM value chain 12
  UGV Metadata Metrics 2006 13
  YouTube Comments and Views: A blended CPM Pro Forma 14
  YouTube Metadata Metrics Analysis 14
  YouTube UGV Advertising Pro Forma Analysis: Run of Site 16
  NBC Channel on YouTube 17
  CBS Channel on YouTube 18
SECTION ONE 19
  MYSPACE.COM 19
    Usage Metrics 19
    MySpace UGV Content Category Analysis 2006/2007 19
    MySpace Average Views per Content Category 20
    MySpace File Usage Analysis: Category Files and Views 21
    The UGV value circle: the more users talk, the more users generate views and conversation currency 21
    MySpace.com Comments Index: Category Average vs. Category Top 100 22
    MySpace Comments Analysis: Category Average. vs. Top 100 22
    MySpace.com Summary and Run of Site Metadata Analysis 23
    Comparative Analysis: Views and Comments 23
    Summary Analysis: MySpace.com Viral Indices 24
    Viral Value Index: MySpace.com All Categories 25
    MySpace UGV Advertising Pro Forma Analysis: Run of Site 27
    MySpace Run of Site Pro Forma UGV Campaign Analysis 28
    MySpace Run of Site: Gross CPM and Viral Comment CPM 28
    MySpace Content Categories, Comments Metadata and Advertising Valuation 28
    Animals Category 28
    Comparative Analysis: Views and Comments 29
    MySpace UGV Advertising Pro Forma Analysis: Animals 30
    Animation Category 31
    Comparative Analysis: Views and Comments 31
    MySpace UGV Advertising Pro Forma Analysis: Animation 32
    Auto Category 33
    Comparative Analysis: Views and Comments 33
    MySpace UGV Advertising Pro Forma Analysis: Auto 35
    Comedy Category 35
    Comparative Analysis: Views and Comments 35
    MySpace UGV Advertising Pro Forma Analysis: Comedy 36
    Entertainment Category 37
    Comparative Analysis: Views and Comments 37
    MySpace UGV Advertising Pro Forma Analysis: Entertainment 38
    Extreme Category 39
    Comparative Analysis: Views and Comments 39
    MySpace UGV Advertising Pro Forma Analysis: Extreme 40
    Instructional Category 41
    Comparative Analysis: Views and Comments 41
    MySpace UGV Advertising Pro Forma Analysis: Instructional 42
    Music Category 43
    Comparative Analysis: Views and Comments 43
    MySpace UGV Advertising Pro Forma Analysis: Music 44
    News Category 45
    Comparative Analysis: Views and Comments 45
    MySpace UGV Advertising Pro Forma Analysis: News 46
    School/Education Category 47
    Comparative Analysis: Views and Comments 47
    MySpace UGV Advertising Pro Forma Analysis: School/Education 49
    Science Category 49
    Comparative Analysis: Views and Comments 49
    MySpace UGV Advertising Pro Forma Analysis: Science 50
    Sports Category 51
    Comparative Analysis: Views and Comments 51
    MySpace UGV Advertising Pro Forma Analysis: Sports 52
    Travel Category 53
    Comparative Analysis: Views and Comments 53
    MySpace UGV Advertising Pro Forma Analysis: Travel 54
    Video Games Category 55
    Comparative Analysis: Views and Comments 55
    MySpace UGV Advertising Pro Forma Analysis: Video Games 56
    Weird Category 57
    Comparative Analysis: Views and Comments 57
    MySpace UGV Advertising Pro Forma Analysis: Weird 58
SECTION TWO 59
  YOUTUBE 59
    Usage Metrics 59
    The Deeper Into Library, the Fewer the Views 59
    YouTube Usage Profile: 58,200 Total Video Data Harvest All Categories 60
    YouTube Category Share Analysis 61
    YouTube Content View Analysis: Sept. '05 - Sept. 06 61
    YouTube Views Go Vertical When People Talk About the Video 62
    YouTube Metadata Summary Analysis: Sept. '05 - Sept. '06 62
    Ratings Surprise: Highly Rated Content Under Performs on YouTube 62
    YouTube Metadata Summary: Views per User Rating 63
    YouTube Metadata Summary: Top Category Analysis 63
    YouTube Site Generates Above Average Number of Comments per Video Compared to UGV Sector Average 64
    YouTube Metadata Metrics Analysis 64
    UGV Metadata Metrics 2006 65
    YouTube UGV Advertising Pro Forma Analysis: Run of Site 68
    YouTube Video Ratings Draw Viewers to Video 69
    YouTube Video Ratings Analysis 69
    YouTube Content Categories, Ratings Metadata and Advertising Valuation 70
    Comparative Analysis: YouTube Views and Ratings 70
    Summary Analysis: YouTube.com Viral Indices 71
    Viral Value Index: YouTube.com All Categories 71
    Auto Category 72
    Comparative Analysis: Views and Comments 73
    YouTube UGV Advertising Pro Forma Analysis: Auto 74
    Arts and Animation Category 75
    Comparative Analysis: Views and Comments 75
    YouTube UGV Advertising Pro Forma Analysis: Arts and Animation 76
    Comedy Category 77
    Comparative Analysis: Views and Comments 77
    YouTube UGV Advertising Pro Forma Analysis: Comedy 78
    Entertainment Category 79
    Comparative Analysis: Views and Comments 79
    YouTube UGV Advertising Pro Forma Analysis: Entertainment 80
    Music Category 81
    Comparative Analysis: Views and Comments 81
    YouTube UGV Advertising Pro Forma Analysis: Music 82
    News Category 83
    Comparative Analysis: Views and Comments 83
    YouTube UGV Advertising Pro Forma Analysis: News 84
    People Category 85
    Comparative Analysis: Views and Comments 85
    YouTube UGV Advertising Pro Forma Analysis: People 86
    Pets Category 87
    Comparative Analysis: Views and Comments 87
    YouTube UGV Advertising Pro Forma Analysis: Pets 88
    Science Category 89
    Comparative Analysis: Views and Comments 89
    YouTube UGV Advertising Pro Forma Analysis: Science 90
    Sports Category 91
    Comparative Analysis: Views and Comments 91
    YouTube UGV Advertising Pro Forma Analysis: Sports 92
    Travel Category 93
    Comparative Analysis: Views and Comments 93
    YouTube UGV Advertising Pro Forma Analysis: Travel 94
    Video Games Category 95
    Comparative Analysis: Views and Comments 95
    YouTube UGV Advertising Pro Forma Analysis: Video Games 95
SECTION THREE 97
  LIVEDIGITAL.COM 97
    Usage Metrics 97
    LiveDigital Category Ranking 97
    LiveDigital Category Share: % Total Views Oct. 2005 - July 2006 98
    LiveDigital.com Content Category Analysis 99
    The Top Three Categories on LiveDigital Make Up 52% of Total Viewing Share 99
    LiveDigital Content Category Share 100
    LiveDigital Content Category Share: Oct. '05 - Sept. '06 100
    Historical Average Views per Month Hold Stable Through September, but 3rd Q. Trends Continue Downward 101
    LiveDigital Monthly Upload and View Trends 101
    LiveDigital Monthly View Trend Analysis: Oct. '05 - Sept. 06 102
    Uploads Increase on LiveDigital, Views per Upload Decline in '06 102
    LiveDigital Upload and View Ratio Analysis: Oct. '05 - Sept. '06 102
    LiveDigital Metadata Analysis and Viral CPM Valuation 103
    LiveDigital Views and Comments Analysis 103
    LiveDigital 2006: Content Category Metadata Analysis: Average Comments per Video 104
    LiveDigital Views and Comments Analysis 104
    LiveDigital Category Analysis: Comments Per Video 105
    LiveDigital Views and Comments Analysis 105
    LiveDigital: Average Views per User Comment 106
    Monthly Comments per Video Ease Slightly in 2006, but Remain Consistent 106
    LiveDigital Views and Comments Analysis 107
    Average Number of User Comments / Video: LiveDigital Oct. '05 - July '06 107
    Run of Site Hybrid CPM and Viral CPM Valuation 107
    LiveDigital UGV Advertising Pro Forma Analysis 109
SECTION FOUR 110
  METACAFE 110
    Usage Metrics 110
    Metacafe: Total Views June - August 2006 110
    Metacafe: Total Views And Client Downloads: June -August 2006 110
    Metacafe Usage Metrics: August 2006 Library and Client Application 112
    Metacafe: Total Video Clips Published July 2004 - July 2006 113
    Metacafe: Average Library Views per Video Clip Published: July 2004-July 2006 113
    Metacafe Total Views: Data Capture Run August 11 - 12 2006 114
    Metacafe: A Highly Editorialized Site Yields Strong Metadata Activity and Potential Viral Value 115
    Metacafe Historical Comments by Month 115
    Metacafe Comments Per Video: 2005 - 2006 116
    The Top Viewed Videos Correspond with Vibrant Comment Metadata 116
    Metacafe Top Viewed Videos: 2005 - 2006 116
    Metacafe: Top Viewed Videos and Comments 117
    Metacafe Video Views per Comment: 2005 - 2006 117
    Metacafe Hybrid CPM and Viral CPM Metadata Metrics 118
    Metacafe Comments Analysis By Month 118
    Metacafe Videos: Monthly Average Comments / Video vs. Top 100 Comments/ Video 119
    Metacafe Video Views per Comment: 2005 - 2006 119
    Metacafe Viral Analysis: Avg. Views / Comment vs. Avg Views / Top 100 Comments 120
    Metacafe UGV Advertising Pro Forma Analysis: Run of Site 122
SECTION FIVE 123
  UGV Site Advertising and Monetization Strategies 123
    Break.com 123
    Clipshack/Reality Digital 125
    Ebaumsworld.com 127
    Google Video 128
    Grouper.com 130
    Guba.com 131
    Heavy.com 132
    ManiaTV! 134
    Metacafe 135
    Sharkle/Vitrue 136
    Yahoo Video 138

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