| 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 |
