Online Video

Microsoft and Universal McCann

Agenda

1. Leading region in online video consumption

2. Online Video Consumption

3. Online Video Generators

4. Implications for Media Agencies

5. Implications for Microsoft

Consumption of Video Clips Online is now higher than audio streaming

UM Global: Social Web Tracker – Wave 2 March 2007

0 50 100 150 200 250 300 350

Videocasts

Podcasts

Streaming Audio

Video Clips

Audience estimates calculated using figures from Internet World Stats, TGI, Simmons and various local market media surveys

Latam is a leading region for online video consumption

0

10

20

30

40

50

60

70

80

90

Pakis

tan

Germany

Thaila

nd US

France

Taiwan

Russia

Austra

lia

Greec

e

India

Philippin

es

UK Ita

ly

Singap

ore

Spain

Japan

Mexi

co

S Kore

a

Brazi

l

China

Mala

ysia

% W

atc

he

d V

ide

o C

lips

(la

st

6 m

on

ths

)

UM Global: Social Web Tracker – Wave 2 March 2007

% who have watched video clips online in last 6 months

Online Video Viewers are most likely to be young males

70 75 80 85 90 95 100 105 110 115 120

Male

Female

16 – 24

25 – 34

35 – 44

45 – 54

Student

Watch video clips online[Have Done]

UM Global: Social Web Tracker – Wave 2 March 2007

Global average: indexed against all respondents

Universal McCann & Microsoft Latam Research Partnership

A total of 15,288 complete responses were collected across the region

19%

19%

15%18%

12%

11%6% Argentina

Venezuela

Brazil

Colombia

Mexico

Chile

Other

– n=2896 in Argentina ; n=2870 in Venezuela; n=2365 in Brazil*; n=2678 in Colombia; n=1856 in Mexico; n=1689 in Chile; n= 934 in Other countries; * Brazil research was done with the same questionairre but at a separate time during 2006.

Base: Total SampleSource: InTuition Survey

Full Hispanic and Latam Study

The Online Video ViewersThe Online Video Viewers

The Online Video ViewersThe Online Video Viewers

Humour dominates as reason to view, in particular amongst

males

Recommendation is key in choice

of viewing

Local language video preferred, but a third are “indifferent”

20%

13%

11%

8%

6%

5%

3%

3%

1%

1%

23%

5%

0% 10% 20% 30%

VEN

Base: Total SampleSource: InTuition Survey

What are the favourite sites for viewing online videos?What are the favourite sites for viewing online videos?

Don’t know

Other sites

Source: InTuition Survey

The Generators: Publishers and SharersThe Generators: Publishers and Sharers

SharingAnimations,

educational and TV content are most popular videos

CreatingTo make people laugh is major reason, although females want to share experiences

Harnessing UGC Communications

Scout Creator

Community

Tap Into

Passion

ProvideAssets

Feedback Filter Manage The

Megaphone

Reward

Understanding the Phases of Maturity

Organic Growth

The Betas are directly responsible for the success of the viral action – they pass-on as a way of showing that they are tuned-into the fad – a symbol of status – looking for recognition

Stimulated GrowthThe Alphas represent the 5% of respondents who responded to the survey

BetasTranslators / RemixersDisseminators / Influencers

Alpha GeneratorsInnovators / Originals Idea generators - There as it starts

MainstreamMass followers

Microsoft’s Perspective

• Revolutionizing the way consumers view and contribute entertainment content

• All major players looking at their strategies• Piracy is an issue• Video and Entertainment key pillars for MSN

– MSN Video NBC & News Corp partnership– MSN Soapbox– MSN in Concert – 7 months world’s largest live music

library– Exclusive Online Provider for Live Earth July 7th

• MSN Video launching in Brazil and Mexico for Live Earth

Page 16

07/07/07: The Media Event

From the producers of Live 8, a media event to focus global attention on climate crisis… this time the web and web video is a core component

• 7 concerts…

• 7 continents…

• 150+ artists…

• 60+ films…

• Live Earth’s “SOS” online community…

• 2 million audience members…

• 2 billion viewers…

Australia Brazil China Japan South Africa UK USA

Thank You