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Viewing report
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User Generated Video Advertising 2007: Metadata Metrics and Viral CPM Valuations
AccuStream iMedia Research, Dec 2006, Pages: 138
This report presents defined metadata performance ratios for sites and individual videos, advertising can be customized to solicit specific user reactions when run across sites or content categories. Media planners and sites can use metadata performance to better shape campaign uniqueness that builds value into viral CPMs.
- The average number of user comments (recommendations) per video across top UGV sites is 19.5 (including YouTube 19.9, MySpace 12, NBC Channel on YouTube 23, CBS Channel on YouTube 19, Metacafe 29 and LiveDigital 14)
- Analysis of specific content categories inside each site to determine average performance of videos per category based on relevant metadata, and convert those metrics into a CPM
- In step-by-step, site-by-site and content category by content category fashion, the area between average videos and top performing videos yields a viral CPM opportunity for advertisers which is detailed in multiple models
- Metadata surrounding sites (including YouTube, MySpace, LiveDigital and Metacafe) and videos is analyzed and establishes a direct relationship between views and types of user engagement
- For example, the top 100 videos across Metacafe's library generate an average of 133 comments. The top 200 capture 121 comments. The top 500 generate 102 comments.
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