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Mobile & Video Advertising Data, 2011

Data from Ad Age's Online Video Market 2011 poster

A. Top U.S. video content sites

By unique viewers in July 2011

  • Ranked by unique video viewers in July 2011 (orange bars). The taller bars show viewing sessions for each site. See more notes below.
    Source: Comscore Video Metrix from home, work and university locations, July 2011. Unique viewers and sessions are in thousands. 1) Google is primarily YouTube.com. 2) Includes Paramount. 3) Excludes Time Warner properties HBO and Warner Bros. 4) News Corp. and Comcast Corp.'s NBC Universal each owned a 32% stake in Hulu as of June 2011. Walt Disney Co., private-equity firm Providence Equity Partners and Hulu management own the rest. 5) Excludes Comcast-related properties such as Fandango and E! Online. Comcast bought 51% of NBC Universal in January 2011.

B. Video market fast facts

For July 2011

  • • 86.0% of the U.S. internet audience viewed online video.

    • Duration of the average online content video was 5.3 minutes, while the average online video ad was 0.5 minutes.

    • Video ads accounted for 12.4% of all videos viewed and 1.2% of all minutes spent viewing video online.

    Source: ComScore Video Metrix, July 2011.

C. Ad spending forecast

U.S. online video ads to top $7 billion by 2015

  • Source: EMarketer, June 2011. Includes in-banner, in-stream (such as pre-roll and overlays) and in-text (ads delivered when users mouse-over relevant words).

D. Marketing tactics: Attitudes toward new and old media

What interactive marketers predict

  • PROPERTIES INCREASE STAY THE SAME DECREASE NOT APPLICABLE
    INTERACTIVE MARKETING TACTICS
    Created social media 55% 37% 4% 3%
    Mobile marketing 51 39 4 6
    Online video 50 37 8 6
    Email marketing 43 46 9 2
    Paid placement in social media 41 48 5 6
    Search engine optimization (SEO) 40 54 4 2
    Display advertising 35 40 26 0
    Paid search listings 30 57 9 4
    TRADITIONAL MARKETING TACTICS
    TV 21 46 24 9
    Direct mail 17 47 33 3
    Magazines 15 53 27 5
    Outdoor 15 52 22 11
    Radio 10 49 30 12
    Telemarketing 9 49 32 10
    Yellow pages 6 49 38 8
    Newspapers 4 41 42 13
    Source: Forrester Research, "U.S. Interactive Marketing Forecast, 2011 to 2016." U.S. interactive marketers were asked: "In the next three years, do you think marketing's effectiveness will increase, stay the same or decrease as compared to today for each of the following channels.Numbers rounded.

E. How people watch 1: Usage and time spent in hours

First quarter data on how the U.S. watches video

  • MONTHLY REACH (000) TIME SPENT
    Watching TV in the home1 288,500 158:47
    Watching timeshifted TV1 (all TV homes) 107,065 10:46
    DVR playback (only in homes with DVRs) NA 26:14
    Using the internet on a computer2 190,913 25:33
    Watching video on internet 142,437 04:33
    Using a mobile phone3 231,000 NA
    Mobile subscribers watching on a mobile phone3 28,538 04:20
    Source: Nielsen Co.'s. The Cross-Platform Report, Quarter 1, 2011. Monthly reach is the number of users age 2 plus. Time spent is in hours and minutes per month for users age 2 or older. TV viewing patterns in the U.S. tend to be seasonal. 1. Includes those viewing at least one minute between Dec. 27, 2010, and March 27, 2011, and any playback within that period. Timeshifted TV is primarily on DVR, but includes VOD, DVD recorders and server-based DVRs. 2. Internet figures are from work and home. Figures are averages. 3. Based on analysis of past 30-day use during the period. Includes users who access mobile video through any means.

F. How people watch 2: Video-game consoles, Apples and PCs

96% of those 13 to 54 watch video weekly

  • 2011 2010
    ALL VIEWERS SURVEYED
    Watch TV 93% 90%
    Watch streaming video 47 37
    Watch downloaded video 28 20
    Watch on mobile phone 23 12
    Any viewing 96 95
    VIDEO-GAME CONSOLES
    Have DVD-capable video-game console 60% 48%
    •Use console to watch DVD monthly 19 17
    Have PS3/Blu-ray DVD-capable video-game console 19 15
    •Use console to watch DVD monthly 9 6
    Have 3G video-game console with connected capability 39 27
    •Use console to watch DVD monthly 12 6
    APPLE DEVICES
    Have iPod Touch 16% 11%
    •Use for viewing monthly 4 3
    Have iPhone 10 7
    •Use for viewing monthly 3 1
    Have iPad 6 1
    •Use for viewing monthly 2 <1
    COMPUTER VIEWING
    Have broadband 71% 68%
    •Use for streamed viewing 24 20
    •Use for downloaded viewing 11 7
    Have PC TV card 6 8
    •Use for viewing monthly 3 1
    Have Slingbox 1 1
    •Use for viewing monthly 1 <1
    Watch via computer to TV 15 10
    •Use for viewing monthly 6 4
    Source: Knowledge Network's Over-the-Top TV 2011: A Complete Video Landscape. A How People Use Media Report, July 2011. All data for persons 13 to 54, reflecting viewing of movies or complete TV episodes. Streamed video viewing in this table excludes short-form video such as music videos.

G. Most popular YouTube channels: All brands, U.S. totals

YouTube had 158 million unique visitors in July 2011

  • YOUTUBE CHANNEL UNIQUE VISITORS (000) VIDEOS PER VIEWER MINUTES PER VIDEO
    Total YouTube 158,065 114.3 3.1
    Vevo 59,709 14.1 4.7
    Warner Music 31,251 6.3 4.5
    Machinima 16,926 15.7 4.6
    Demand Media 15,222 3.0 4.0
    Maker Studios 11,445 8.9 4.3
    Revision3 7,594 3.4 4.6
    ClevverTV 7,302 2.4 4.3
    Associated Press (AP) 6,580 2.2 3.8
    IGN 5,863 3.7 4.4
    Next New Networks 4,772 4.4 4.0
    Discovery Communications 3,832 2.8 4.1
    Break Media 3,727 2.9 4.1
    Hearst Television 3,102 2.1 4.0
    Smosh 3,052 8.8 4.3
    Source: ComScore Video Metrix. YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content. Google owns YouTube. Ranking based on initial beta partners only. Read: What's the Most Popular Channel on YouTube? on AdAge.com.

H. Selected video ad networks

U.S. web users saw 5.3 billion video ads in July 2011

  • PARTICIPATING NETWORKS UNIQUE VISITORS (000) VIDEO ADS (000) % REACH OF WEB POPULATION1
    BrightRoll Video Network 69,432 521,624 32.3
    Specific Media 67,660 470,559 31.5
    Adap.tv2 61,806 674,349 28.7
    Tremor Video 59,266 639,235 27.6
    TidalTV 51,954 375,251 24.2
    SpotXchange Video Ad Network 39,128 334,825 18.2
    TubeMogul Video Ad Platform 37,986 201,367 17.7
    Auditude 37,452 302,341 17.4
    Break Media 16,641 68,593 7.7
    AdoTube 13,595 81,866 6.3
    Create Reach Video Network 7,424 30,359 3.5
    Joost Media 6,675 18,314 3.1
    Jivox 4,232 9,958 2.0
    ValueClick Video Network 2,627 6,089 1.2
    Nabbr 2,520 6,946 1.2
    Total internet audience 148,671 5,344,224 69.1
    Source: ComScore Video Metrix. Includes participating video ad networks only. Sharethrough, Visible Measures (Viewable Media), YuMe and others do not currently participate but might qualify for this ranking. 1. Indicates actual reach. 2. Adap.tv also is an ad exchange.

I. Top online video ad properties

By video ads viewed in July 2011

  • PROPERTIES VIDEO ADS (000) TOTAL AD MINUTES (MM3) FREQUENCY ADS/VIEWER % REACH OF WEB POPULATION
    Hulu 962,887 409 40.4 7.9
    Adap.tv1 674,349 396 10.9 20.5
    Tremor Video2 639,235 347 10.8 19.6
    BrightRoll Video Network2 521,624 302 7.5 23.0
    Specific Media2 470,559 243 7.0 22.4
    TidalTV2 375,251 214 7.2 17.2
    SpotXchange2 334,825 204 8.6 13.0
    Auditude2 302,341 180 8.1 12.4
    Viacom Digital 272,257 111 11.8 7.7
    Microsoft sites 252,482 116 10.7 7.8
    Total internet audience 5,344,224 2,408 35.9 49.3
    Source: ComScore Video Metrix. Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads and home-page ads. 1. Indicates video ad exchange. 2. Indicates video ad network. 3. Millions of minutes.

J. Top 10 viral video ad campaigns of all time

Ads audiences choose to watch

K. Mobile video ad revenue: Ads, pay-per-view and subscriber

U.S. revenue forecast to hit $1.34 billion by 2014

  • Source: EMarketer, July 2010. For subscription-based revenue, the forecast compound annual growth rate (CAGR) for 2009 to 2014 is estimated at 21.2%; for pay-per-download revenues, CAGR will be 26.8%; for ad-supported revenue, CAGR will be 59.5%; and total CAGR will be 25.2%.

L. U.S. mobile video viewers: 2008 to 2014

More than 56 million people will be watching by 2014

M. Using online video: By age

71% of online adults use online video sites

Data from Ad Age's Mobile Marketing 2011 poster

A. U.S. mobile ad spending by format, 2009 to 2014

Spending will grow to $2.55 billion

  • FORMAT IN MILLIONS OF DOLLARS
    FORMAT200920102011201220132014
    Messaging $229 $327 $422 $477 $529 $603
    Display 91 203 335 489 693 888
    Search 83 185 295 451 681 858
    Video 13 28 51 84 134 201
    Total 416 743 1,102 1,501 2,037 2,550
    Source: eMarketer, September 2010. Numbers rounded.

B. Projected mobile phone users worldwide by region

4.85 billion people will use mobile phones by 2015

  • USERS IN MILLIONS
    REGION2012201320142015
    Asia-Pacific 2,350 2,550 2,720 2,890
    Europe 640 650 660 670
    Middle East & Africa 460 500 530 560
    Latin America 400 420 430 450
    North America 260 270 270 280
    Worldwide 4,110 4,380 4,610 4,850
    Source: eMarketer, April 2011. Individuals of any age who own at least one mobile phone and use the phone(s) at least once per month. Numbers rounded. U.S. Census Bureau projects worldwide population will reach 7.25 billion in 2015, so 67% of the world’s population will be using mobile phones.

C. Phone features: GPS and social media are most valued

37% of consumers access social media on mobile phone

D. IPhone explosion: 22.1 million users in the U.S.

Users by device generation in thousands of users

E. Top Android apps by active reach in the U.S.

Men prefer maps; women prefer Facebook

  • APPOVERALL %MEN %WOMEN %
    Android Market (store) 90.5% 90.6% 90.5%
    Google Maps 74.5 77.1 71.9
    Gmail 74.5 75.5 73.4
    Facebook 73.5 66.9 81.0
    Google Search 71.9 72.4 71.3
    YouTube 51.4 53.7 48.7
    Advanced Task Killer Free 26.1 24.2 28.3
    Angry Birds 25.9 27.3 24.2
    Quickoffice Pro 25.3 27.4 23.0
    Pandora Radio 23.9 24.4 23.2
    Source: Nielsen Co., July 2011. Shows the percentage of adult Android users who used an app within the past 30 days.

F. Tablets: 82 million Americans will be using tablets by 2015

U.S. tablet sales and users

  • Source: Forrester Research, eReader Adoption Forecast, 2010 to 2015 (U.S.). Numbers in millions of U.S. adults.

G. App use on tablets

Two-thirds of downloaded apps are free

  • DOWNLOADED APPS VERSUS REGULAR USE
    NUMBER OF APPS ON TABLETPERCENT WHO USE THIS MANY APPS REGULARLY
    1 to 9 apps 95%
    10 or more apps 37
    20 or more apps 16
    Source: GfK MRI iPanel survey of more than 3,000 consumers, September 2011.
    HOW TABLET OWNERS DISCOVER APPS
    HOW APP WAS FOUNDPERCENT WHO FOUND APPS THIS WAY
    Browsed through or searched in app store, or app was featured in app store 80%
    Reviews in magazines and newspapers 55
    Link within another app 24
    Ads on the internet 23
    Recommendations from family and friends 21
    Ads on TV 16
    Ads in magazines 12
    Ads in newspapers 8
    Ads on radio 7
    Source: GfK MRI iPanel survey of more than 3,000 consumers, September 2011.

H. U.S. mobile subscribers by operator

Total mobile audience: 234 million

  • SUBSCRIBERS (000)MARKET SHARE
    OPERATORJuly 2011July 2010July 2011July 2010
    Total mobile audience 234,000 234,000 100.0% 100.0%
    Verizon 1
    		 73,442 72,744 31.4 31.1
    AT&T 2
    		 62,029 58,350 26.5 24.9
    Sprint 3
    		 36,881 36,764 15.8 15.7
    T-Mobile 2
    		 23,537 27,936 10.1 11.9
    Tracfone 15,391 12,341 6.6 5.3
    MetroPCS 7,377 6,052 3.2 2.6
    U.S. Cellular 5,011 5,064 2.1 2.2
    Cricket 4,859 4,475 2.1 1.9
    Other 5,473 10,274 2.3 4.4
    Source: ComScore. Figures are three-month rolling averages for total audience ages 13 plus. 1. Verizon Communications owns 55%; Vodafone Group owns 45%. 2. AT&T in March 2011 agreed to buy T-Mobile USA from Deutsche Telekom. The U.S. Justice Department in August 2011 filed a civil antitrust lawsuit to block the deal. 3. Sprint includes pre-paid brands Boost and Virgin Mobile USA, but excludes Clearwire, in which Sprint Nextel had a 54% non-controlling economic interest as of June 2011. Numbers rounded.

I. Smartphone subscribers by platform

Android is now the No. 1 smartphone platform

  • SUBSCRIBERS (000)MARKET SHARE
    PLATFORMJuly 2011July 2010July 2011July 2010
    Total smartphones 82,245 53,467 100.0% 100.0%
    Google (Android) 34,358 9,098 41.8 17.0
    Apple (iPhone) 22,216 12,714 27.0 23.8
    RIM (BlackBerry) 17,846 20,991 21.7 39.3
    Microsoft 4,703 6,304 5.7 11.8
    Symbian 1,536 1,728 1.9 3.2
    Palm 1,409 2,598 1.7 4.9
    Source: ComScore. Figures are three-month rolling averages as of July 2011 for total audience ages 13 plus.

J. U.S. handset share

Samsung and LG have nearly half the market

  • OEMU.S. MARKET SHAREOEMU.S. MARKET SHARE
    Samsung 25.5% HTC 4.7%
    LG 20.9 Kyocera 3.8
    Motorola 14.1 Pantech 2.0
    Apple 9.5 Sony Ericcson 1.0
    RIM 7.6 HP 0.7
    Nokia 5.3 Other 5.0
    Source: ComScore. Figures based on three-month rolling averages as of July 2011. Data are for mobile phones only. OEM is original equipment manufacturer.

K. Device attributes

More than 75% of U.S. mobile phones have GPS

  • SUBSCRIBERS (000)MARKET SHARE
    PLATFORMJuly 2011July 2010July 2011July 2010
    FORM FACTOR
    Total audience 234,000 234,000 100.0% 100.0%
    Candybar 99,240 79,844 42.4 34.1
    Clamshell/flip 78,019 107,097 33.3 45.8
    Slider 52,459 42,797 22.4 18.3
    Swivel/pivot 482 909 0.2 0.4
    OTHER ATTRIBUTES
    GPS 177,634 158,227 75.9 67.6
    QWERTY keyboard 80,804 70,926 34.5 30.3
    Touch screen 86,686 51,603 37.0 22.1
    Accelerometer 75,011 42,173 32.1 18.0
    Gyroscope 10,021 1,127 4.3 0.5
    Source: ComScore. Figures are three-month rolling averages for total audience ages 13 plus for mobile phones only (excludes tablets).

L. Mobile carrier ad spending

By 2010 U.S. media spending

  • MEASURED MEDIA IN MILLIONS OF DOLLARS
    RANKCARRIER20102009% CHG
    1 AT&T 2
    		 $1,667 $1,608 3.7
    2 Verizon Wireless 1
    		 1,548 1,807 -14.3
    3 Sprint Nextel 3
    		 986 1,231 -19.9
    4 T-Mobile 2 [Deutsche Telekom]
    		 582 510 14.2
    Top 4 4,784 5,156 -7.2
    Other 585 319 83.2
    Industry total 5,368 5,475 -2.0
    Source: Kantar Media. Data reflect wireless spending only. 1. Verizon Communications owns 55%; Vodafone Group owns 45%. 2. AT&T in March 2011 agreed to buy T-Mobile USA from Deutsche Telekom. 3. Sprint includes pre-paid brands Boost and Virgin Mobile USA, but excludes Clearwire, in which Sprint Nextel had a 54% non-controlling economic interest as of June 2011. Numbers rounded.

M. Mobile fast facts

For e-readers, gamers, mobile coupon users, travel, tablets and Facebook

  • • 28.9 million people (or 12% of the U.S. adult population) are projected to have e-readers by 2012, up from 20.6 million in 2011.

    • By 2013, there will be 91.5 million mobile gamers, 35.6 million mobile coupon users.

    • By 2012, 18% of smartphone users (and 7% of all mobile phone users) will book travel via mobile internet or app service at least once a year.

    • Tablets represent 1.8% of internet traffic.

    • More than 350 million active users access Facebook through mobile devices. They are twice as active on the social network as non-mobile users.

    Source: eMarketer for e-readers (May 2011); gamers (July 2011); coupons (August 2011); travel (February 2011), all for U.S. adults. ComScore for tablet data (July 2011). Facebook data from Facebook.com, (September 2011).

N. U.S. mobile ad spending by format

U.S. mobile ad spending by format, 2009-2014 (in millions)

  • Source: eMarketer, September 2010. Dollars in millions.