YouTube Mena Statistics

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Google Confidential and Proprietary Make YouTube Yours YouTube Homepage Advertising is Now in MENA

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Some interesting Youtube Mena statistics shared directly by Google thanks to Will Rocklin.

Transcript of YouTube Mena Statistics

Page 1: YouTube Mena Statistics

Google Confidential and Proprietary

Make YouTube YoursYouTube Homepage Advertising is Now in MENA

Page 2: YouTube Mena Statistics

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

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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

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…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

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ube

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5% 6% 6% 9% 9% 10% 10% 12% 13%~18%

32%Egypt

MBC

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5% 6% 8% 8% 8% 9% 9% 10%~13%

17%

46%KSA

…and exceptional reach

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9% 9% 10% 11% 13%16%

20% 20%24%

~34%

53%

Morocco

Sony

TV

Zee

TVSt

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Abu

Dha

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MBC

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MBC

4

MBC

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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

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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

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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

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Google Confidential and Proprietary

ReachREACH

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Own the world’s #1 entertainment destination

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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

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and it delivers incredible exposure on desktop…

6.2 MillionDaily Impressions in KSA, UAE, EG and MA on homepage

Place TextHere

Source: Internal

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…across key MENA markets

Source: Internal

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…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

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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

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ImpactIMPACT

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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)

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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.

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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

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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)

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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%!

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Best PracticesWhen to use YouTube Mastheads

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…For Product Launches

Launch…and Launch Big with YouTube

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…For Brand Engagement

Propel Your Brand to Top of Mind with the interactivity, and engagement

that YouTube offers.

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…to Complement TV

+

Drive incremental reach via YouTube advertising

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Appendix

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Formats

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Overview of advertising options on YouTube Premium

YVAExpandable

YVAMobile

Roadblock

Brand Channel Mobile Brand Channel

Value Add!

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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

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…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

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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

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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!

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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

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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%

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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

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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

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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

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Daily Views Trends Index

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Daily Views Trends Index

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Daily Views Trends Index

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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

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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

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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

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The YT campaign lift up Awareness by 55% of the 3D Samsung TV

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The YT campaign has a reduced cost than TV while raising Awareness

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YouTube’s reach and exposure can complement your TV campaigns

+

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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

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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