Online Video Microsoft and Universal McCann. Agenda 1.Leading region in online video consumption...
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Online Video Microsoft and Universal McCann Slide 2 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 Slide 3 Consumption of Video Clips Online is now higher than audio streaming UM Global: Social Web Tracker Wave 2 March 2007 Audience estimates calculated using figures from Internet World Stats, TGI, Simmons and various local market media surveys Slide 4 Latam is a leading region for online video consumption UM Global: Social Web Tracker Wave 2 March 2007 % who have watched video clips online in last 6 months Slide 5 Online Video Viewers are most likely to be young males UM Global: Social Web Tracker Wave 2 March 2007 Global average: indexed against all respondents Slide 6 Universal McCann & Microsoft Latam Research Partnership Slide 7 A total of 15,288 complete responses were collected across the region 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 Sample Source: InTuition Survey Full Hispanic and Latam Study Slide 8 The Online Video Viewers Slide 9 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 Slide 10 Base: Total Sample Source: InTuition Survey What are the favourite sites for viewing online videos? Dont know Other sites Source: InTuition Survey Slide 11 The Generators: Publishers and Sharers Slide 12 Sharing Animations, educational and TV content are most popular videos Creating To make people laugh is major reason, although females want to share experiences Slide 13 Harnessing UGC Communications Scout Creator Community Tap Into Passion Provide Assets Feedback Filter Manage The Megaphone Reward Slide 14 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 Growth The Alphas represent the 5% of respondents who responded to the survey Betas Translators / Remixers Disseminators / Influencers Alpha Generators Innovators / Originals Idea generators - There as it starts Mainstream Mass followers Slide 15 Microsofts 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 worlds largest live music library Exclusive Online Provider for Live Earth July 7th MSN Video launching in Brazil and Mexico for Live Earth Slide 16 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 Earths SOS online community 2 million audience members 2 billion viewers Australia Brazil China Japan South Africa UK USA Slide 17 Thank You