YouTube Mena Statistics
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Transcript of YouTube Mena Statistics
Google Confidential and Proprietary
Make YouTube YoursYouTube Homepage Advertising is Now in MENA
Google Confidential and Proprietary2
YouTube is everywhere…Mass audience for mass exposure
4B+ global views
per day(600M
on mobile)
800MUnique visitors per
month
3rd Largest site
on the Internet
Source: Internal data, Comscore
Google Confidential and Proprietary3
…and growing in MENA
PlayBacks YoY Growth 100%
167M Video Views a day
1 hour of video uploaded per
minute
MENA YouTube in figures
Source: Google Internal, Alexa 2012, #2 search engine, only behind Google.com
YouTube Site Rank
#2 #3 #3 #3
#2 in the world
Google Confidential and Proprietary4
…with more than 75 – 80% penetration rate and high usage frequency
UAE
KSA
Egypt
74%
85%
83%
YouTube Users
YouTube Daily Users
30%
42%
34%
30%
34%
35%
YouTube Weekly Users
Source: TNS, Think Insights 2012 with Google
Google Confidential and Proprietary5
Al M
ehw
arAl
Hay
at 2
Al N
ass
Al R
ahm
aRo
tana
Cin
ema
Pano
ram
a Al
Dra
ma
Dre
am 2
Egyp
t Ch
1Al
Maj
d Qur
aan
YouT
ube
Al H
ayat
5% 6% 6% 9% 9% 10% 10% 12% 13%~18%
32%Egypt
MBC
3
Fono
onSa
udi C
hann
el 3
MBC
Dra
ma
MBC
4Sa
udi A
r Ch
1Al
jaze
era
MBC
2Yo
uTub
eAl
Ara
bia
MBC
1
5% 6% 8% 8% 8% 9% 9% 10%~13%
17%
46%KSA
…and exceptional reach
Al ja
zeer
aM
elod
y Afl
amM
BC A
ctio
nRo
tana
cin
ema
Al Ja
zeer
a Sp
orts
Al A
rabi
a
MBC
4
MBC
1
MBC
2Yo
uTub
e2m
mar
oc
9% 9% 10% 11% 13%16%
20% 20%24%
~34%
53%
Morocco
Sony
TV
Zee
TVSt
ar P
lus
Abu
Dha
bi T
VAl
Ara
bia
MBC
2As
iaNet
MBC
4
MBC
1Al
jaze
era
YouT
ube
4% 5% 5% 6% 6% 6% 7% 7%10% 12%
~37%UAE
Top TV Channels Reach vs. YouTube Reach
Source: PARC and Internal Google Systems, Sept 2011
Google Confidential and Proprietary6
Key consumer segments are on YouTube
40-50% of the YouTube users are
women 50-60% of the YouTube users
are men
The average age of the MENA
YouTube user is 33-35 years old
The average monthly salary of the
MENA YouTube user is between USD 300-3,000
30-70% of the MENA YouTube users
have University Degrees
28-65% of the MENA YouTube users use
data on their smartphones
Source: TNS Studies on Egypt and KSA for Google, 2011
Google Confidential and Proprietary7
Through YouTube home page ads you can reach and impact these users…
Reach Impact
6.2 MillionDaily Impressions in KSA, UAE, EG and MA on homepage100% Share of Voice
Source: Internal
Google Confidential and Proprietary
ReachREACH
Google Confidential and Proprietary9
Own the world’s #1 entertainment destination
Google Confidential and Proprietary10
YouTube homepage masthead format* was recently launched in the region…
YVA can be click to play, auto-play and
expandable
Static image or flash companion, horizontal
positioning configurable
*Currently available in the UAE, Saudi Arabia, Egypt, and Morocco
Google Confidential and Proprietary11
and it delivers incredible exposure on desktop…
6.2 MillionDaily Impressions in KSA, UAE, EG and MA on homepage
Place TextHere
Source: Internal
Google Confidential and Proprietary12
…across key MENA markets
Source: Internal
Google Confidential and Proprietary13
…which have had significant growthMENA* Home Page Views Growth Index
11% Avg. QoQ** Growth
*Egypt, Morocco, UAE, KSA, **Q3-Q4 2011 Growth
6/1/
11
6/11
/11
6/21
/11
7/1/
11
7/11
/11
7/21
/11
7/31
/11
8/10
/11
8/20
/11
8/30
/11
9/9/
11
9/19
/11
9/29
/11
10/9
/11
10/1
9/11
10/2
9/11
11/8
/11
11/1
8/11
11/2
8/11
12/8
/11
12/1
8/11
12/2
8/11
1/7/
12
1/17
/12
1/27
/12
2/6/
12
2/16
/12
50
60
70
80
90
100
110
120
130
140
Google Confidential and Proprietary14
Add mobile and you get massive reach on both desktop & mobile
KSA
2.5M 4.0M 6.5M
YouTube Desktop Homepage Masthead
YouTube Mobile
Roadblock
TotalDaily Impressions
Egypt
1.5M 300k 1.8M
Morocco
1.4M 400k 1.8M
UAE
800k 900k 1.7M
Total
6.2M
5.6M
11.8M
Google Confidential and Proprietary
ImpactIMPACT
Google Confidential and Proprietary16
Making an Impact: Go Big With Video
Use the power of sight, sound, and motion to attract attention and engage users.
Average interaction rate of 1.3%
Source: Google Internal Systems; Interaction rate = (Banner clicks + CTP + Click to watch + Click to replay + click to full screen + click to channel)/(Total Impressions)
Google Confidential and Proprietary17
Making an Impact: Be Hyper Visible
Leverage the maximum amount of homepage real estate to create interesting video perspectives and user experiences.Average interaction rate of an expandable YVA is 20%
*Actual expandable under development. Not final concept.
Google Confidential and Proprietary18
Making an Impact: Incite Action
Encourage engagement and drive results.Homepage ads spark buzz and brand
engagement. Viewers are 437% more likely to engage in a key brand activity.
Source: Google Internal Systems
Google Confidential and Proprietary19
And it’s easy…
Exclusivity Reach Impact
100% Share of Voice for 24 hours, across ALL
screens.11.8 million Impressions
Use the power of sight, sound, and motion to engage your audience
Video Uploaded to YouTube Simple Banner(s)
Google Confidential and Proprietary20
Viral doesn’t just happen
Natural viral
Source: Millward Brown Viral Study, Aug 2010, This analysis has undergone peer review and full results have been published in the International Journal of Advertising
Give your advertising video a boost with promotion on the Homepage
CVP SCORE
VIE
WS
PE
R W
EE
K
Promoted on The YouTube Homepage
YouTube homepage ads are responsible for 86% of all views; they increase expected views by over 600%!
Google Confidential and Proprietary21
Best PracticesWhen to use YouTube Mastheads
Google Confidential and Proprietary22
…For Product Launches
Launch…and Launch Big with YouTube
Google Confidential and Proprietary23
…For Brand Engagement
Propel Your Brand to Top of Mind with the interactivity, and engagement
that YouTube offers.
Google Confidential and Proprietary24
…to Complement TV
+
Drive incremental reach via YouTube advertising
Google Confidential and Proprietary25
Appendix
Google Confidential and Proprietary26
Formats
Google Confidential and Proprietary27
Overview of advertising options on YouTube Premium
YVAExpandable
YVAMobile
Roadblock
Brand Channel Mobile Brand Channel
Value Add!
Google Confidential and Proprietary28
YouTube homepage masthead format1 was recently launched in the region…
YVA can be click to play, auto-play and
expandable
Static image or flash companion, horizontal
positioning configurable
1. Currently available in the UAE, Saudi Arabia, Egypt and Morocco
Google Confidential and Proprietary29
…Delivering massive reach on desktop & mobile
KSA
2.5M 4.0M 6.5M
YouTube Desktop Homepage Masthead
YouTube Mobile
Roadblock
TotalDaily
Impressions
Egypt
1.5M 300k 1.8M
Morocco
1.4M 400k 1.8M
6.2M 5.6M 11.8MOverall
UAE
800k 900k 1.7M
Google Confidential and Proprietary30
Extend to new screensOwn all of YouTube for 24 hours, on any screen, by adding the mobile roadblock.
+
YouTube Homepage6.2M impressions per
day
YouTube Mobile Roadblock
5.6 M impressions per day
=11.8 Million
CUSTOMIZE
Google Confidential and Proprietary31
Enhance Your Brand ExperienceAll homepage buys come with an upgrade to a brand channel and amobile brand channel to enhance your brand’s home on all screens.
ValueAdd!
Google Confidential and Proprietary32
YouTube is an international destination
YouTube is monetized in 39 different countries/territories
and available in 54 different languages/dialects
Americas Europe, Africa & Middle East Asia Pacific
United States
Canada
Mexico
Argentina
Brazil
Colombia
Chile
Peru
United Kingdom
France
Germany
Ireland
Italy
Spain
Czech Republic
Hungary
Kenya
Saudi Arabia
Japan
Hong Kong
South Korea
Philippines
Singapore
India
Belgium
Netherlands
Sweden
Poland
Russia
Israel
South Africa
Egypt
Morocco
United Arab of Emirates
Taiwan
Australia
New Zealand
Malaysia
Indonesia
Google Confidential and Proprietary33
Exceptional performance for advertisers
Interaction Rate
Video View Rate
Autoplay 100%
Estimated to Delivered
Impressions
Q2 YouTube Ad Performance Benchmarks
25%
24%
1.0%
1.3%
12%
22%
0.8%
1.4%
26%
21%
CTP 100% 50%
39%
40%
CTP Rate 0.8%
0.7%
0.4%
0.5%
0.9%
Google Confidential and Proprietary 34
83%
79%
74%
59%
YouTubeUsers
YouTube Usage per Device Category
Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=778; Q18: How often do you use the online video platform YouTube via the device for personal reasons?
Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=500; PC n=639; Tablet n=192
UAE
Total (Devices independent)n=778
PCn=639
Tabletn=192
Mobile Phonen=500
UAE
Google Confidential and Proprietary 35
85%
86%
81%
69%
YouTubeUsers
YouTube Usage per Device Category
Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=771; Q18: How often do you use the online video platform YouTube via the device for personal reasons?
Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=563; PC n=606; Tablet n=141
Total (Devices independent)n=771
PCn=606
Tabletn=141
Mobile Phonen=563
Saudi Arabia
KSA
Google Confidential and Proprietary 36
74%
77%
47%
0%
YouTubeUsers
YouTube Usage per Device Category
Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use) n=282; Q18: How often do you use the online video platform YouTube via the device for personal reasons?
Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=111; PC n=234; Tablet n=1
Total (Devices independent)n=282
PCn=234
Mobile Phonen=111
Tabletn=1
Egypt
Egypt
Google Confidential and Proprietary37
Daily Views Trends Index
Google Confidential and Proprietary38
Daily Views Trends Index
Google Confidential and Proprietary39
Daily Views Trends Index
Google Confidential and Proprietary40
Category Playbacks
KSA Egypt UAE Morocco
19%22%
19%
33%21%22%
16%
16%
18% 14%27%
11%
9% 8%9%
6%
9% 8%7%
8%
5% 8%5%
6%
5%6% 3% 9%
3%3%
3%3%3%
2%2%
1%8% 7% 9% 7%
OtherAutos & VehiclesEducationSportsNews & PoliticsComedyFilm & AnimationEntertainmentPeople & BlogsMusic
Playbacks Breakdown by Category%, Jan 2012
Google Confidential and Proprietary41
Category ViewsViews Breakdown by Category%, Jan 2012
KSA Egypt UAE Morocco
20% 23% 21%
35%
21%22%
15%
16%
18%15%
25%
12%
9% 8% 7% 7%
9% 9% 9% 7%
5% 5% 4% 8%5% 7%
4%5%3%
2%2%
2%
11% 10% 13% 9%
OtherAutos & VehiclesNews & PoliticsSportsFilm & AnimationComedyEntertainmentPeople & BlogsMusic
Google Confidential and Proprietary42
Mastheads Lead To Significant UpliftIn Brand Engagement Across Web
2.2x
5.5x 5.5x5.2x
5.4x
Branded search engine
query
Advertisersite visit
YouTubeVideo Views
Branded YouTube query
Any of these activities
Source: Homepage Impact Study, November 2009, updated December 2010. Median of exposed group as compared to control group indexed at 100%.
Top Performing Campaigns
4X 18X 6X 6X 18X
ControlExposed
Google Confidential and Proprietary43
The YT campaign lift up Awareness by 55% of the 3D Samsung TV
Google Confidential and Proprietary44
The YT campaign has a reduced cost than TV while raising Awareness
Google Confidential and Proprietary45
YouTube’s reach and exposure can complement your TV campaigns
+
Google Confidential and Proprietary46
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5 am
0
10
20
30
40
50
60
Source: YouTube Media Consumption Study Light TV Viewers = 0-16 hrs TV per week, n=213
Online
Time of Day
Daily R
each
of
ligh
t TV
vie
wers
TV
%
%
%
%
TV vs. YouTube viewership
Google Confidential and Proprietary47
Delivering 4% incremental reach to TV
4% incremental
reach
TV Ads Reach 69%
33% of those exposed to the YouTube ad had no contact with
the TV campaign
Source: Samsung Masthead Study UK, Metrix Lab, July 2010Target Audience: ABC1 Men 22-55
YouTube AdsReach12%
TV contacts
YT contacts