User Generated Video Advertising 2007:

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.

• Executive Summary
  • Viral Cpm Value: Video Consumption Goes A Step Further In Ugv
  • Incorporating Video Metadata In Cpm Valuation Models
  • Youtube Views Go Vertical When People Talk About The Video
  • Youtube Metadata Summary Analysis: Sept. '05 - Sept. '06
  • Youtube Video Ratings Analysis: 2006
  • Viral Video Metrics: An Introduction To Ugv Advertising
  • Ugv Ads: Go Short, Or Go Long?
  • Youtube Average File Length By Content Category: Top Viewed Videos 2006 (In Minutes)
  • Broadband And Ugv Avails: 5-Seconds To 5 Minutes
  • Ugv Valuation Benchmarks Contain New User Metadata Elements
  • Viral Cpm Value: Video Consumption Goes A Step Further In Ugv
  • Incorporating Video Metadata In Cpm Valuation Models
  • Youtube Views Go Vertical When People Talk About The Video
  • Youtube Metadata Summary Analysis: Sept. '05 - Sept. '06
  • Ratings Surprise: Highly Rated Content Under Performs On Youtube
  • Youtube Metadata Summary: Top Category Analysis
  • A Pro-Forma Youtube Hybrid Cpm And Viral Cpm Valuation Model
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Comedy
  • Viewers Complete The Virtuous Brand, Site And Content Circle
  • Interactive Roi Approaches, Equals Or Transcends Cpm Value?
  • Summary Of Youtube Comedy Cpm And Viral Cpm Proforma Campaign Value
  • Gross Cpm And Viral Cpm Value Comparison: Youtube Comedy Category Pro Forma
  • Ugv Building Blocks: Incorporating User Comments And Other Metadata Into The Cpm Value Chain
  • Ugv Metadata Metrics 2006
  • Youtube Comments And Views: A Blended Cpm Pro Forma
  • Youtube Metadata Metrics Analysis
  • Youtube Ugv Advertising Pro Forma Analysis: Run Of Site
  • Nbc Channel On Youtube
  • Cbs Channel On Youtube
• Section One
  • Myspace.Com
  • Usage Metrics
  • Myspace Ugv Content Category Analysis 2006/2007
  • Myspace Average Views Per Content Category
  • Myspace File Usage Analysis: Category Files And Views
  • The Ugv Value Circle: The More Users Talk, The More Users Generate Views And Conversation Currency
  • Myspace. Com Comments Index: Category Average Vs. Category Top 100
  • Myspace Comments Analysis: Category Average. Vs. Top 100
  • Myspace. Com Summary And Run Of Site Metadata Analysis
  • Comparative Analysis: Views And Comments
  • Summary Analysis: Myspace. Com Viral Indices
  • Viral Value Index: Myspace. Com All Categories
  • Myspace Ugv Advertising Pro Forma Analysis: Run Of Site
  • Myspace Run Of Site Pro Forma Ugv Campaign Analysis
  • Myspace Run Of Site: Gross Cpm And Viral Comment Cpm
  • Myspace Content Categories, Comments Metadata And Advertising Valuation
  • Animals Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Animals
  • Animation Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Animation
  • Auto Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Auto
  • Comedy Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Comedy
  • Entertainment Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Entertainment
  • Extreme Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Extreme
  • Instructional Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Instructional
  • Music Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Music
  • News Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: News
  • School/Education Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: School/Education
  • Science Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Science
  • Sports Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Sports
  • Travel Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Travel
  • Video Games Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Video Games
  • Weird Category
  • Comparative Analysis: Views And Comments
  • Myspace Ugv Advertising Pro Forma Analysis: Weird
• Section Two
  • Youtube
  • Usage Metrics
  • The Deeper Into Library, The Fewer The Views
  • Youtube Usage Profile: 58,200 Total Video Data Harvest All Categories
  • Youtube Category Share Analysis
  • Youtube Content View Analysis: Sept. '05 - Sept. 06
  • Youtube Views Go Vertical When People Talk About The Video
  • Youtube Metadata Summary Analysis: Sept. '05 - Sept. '06
  • Ratings Surprise: Highly Rated Content Under Performs On Youtube
  • Youtube Metadata Summary: Views Per User Rating
  • Youtube Metadata Summary: Top Category Analysis
  • Youtube Site Generates Above Average Number Of Comments Per Video Compared To Ugv Sector Average
  • Youtube Metadata Metrics Analysis
  • Ugv Metadata Metrics 2006
  • Youtube Ugv Advertising Pro Forma Analysis: Run Of Site
  • Youtube Video Ratings Draw Viewers To Video
  • Youtube Video Ratings Analysis
  • Youtube Content Categories, Ratings Metadata And Advertising Valuation
  • Comparative Analysis: Youtube Views And Ratings
  • Summary Analysis: Youtube. Com Viral Indices
  • Viral Value Index: Youtube. Com All Categories
  • Auto Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Auto
  • Arts And Animation Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Arts And Animation
  • Comedy Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Comedy
  • Entertainment Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Entertainment
  • Music Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Music
  • News Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: News
  • People Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: People
  • Pets Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Pets
  • Science Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Science
  • Sports Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Sports
  • Travel Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Travel
  • Video Games Category
  • Comparative Analysis: Views And Comments
  • Youtube Ugv Advertising Pro Forma Analysis: Video Games
• Section Three
  • Livedigital.Com
  • Usage Metrics
  • Livedigital Category Ranking
  • Livedigital Category Share: % Total Views Oct. 2005 - July 2006
  • Livedigital. Com Content Category Analysis
  • The Top Three Categories On Livedigital Make Up 52% Of Total Viewing Share
  • Livedigital Content Category Share
  • Livedigital Content Category Share: Oct. '05 - Sept. '06
  • Historical Average Views Per Month Hold Stable Through September, But 3rd Q. Trends Continue Downward
  • Livedigital Monthly Upload And View Trends
  • Livedigital Monthly View Trend Analysis: Oct. '05 - Sept. 06
  • Uploads Increase On Livedigital, Views Per Upload Decline In '06
  • Livedigital Upload And View Ratio Analysis: Oct. '05 - Sept. '06
  • Livedigital Metadata Analysis And Viral Cpm Valuation
  • Livedigital Views And Comments Analysis
  • Livedigital 2006: Content Category Metadata Analysis: Average Comments Per Video
  • Livedigital Views And Comments Analysis
  • Livedigital Category Analysis: Comments Per Video
  • Livedigital Views And Comments Analysis
  • Livedigital: Average Views Per User Comment
  • Monthly Comments Per Video Ease Slightly In 2006, But Remain Consistent
  • Livedigital Views And Comments Analysis
  • Average Number Of User Comments / Video: Livedigital Oct. '05 - July '06
  • Run Of Site Hybrid Cpm And Viral Cpm Valuation
  • Livedigital Ugv Advertising Pro Forma Analysis
• Section Four
  • Metacafe
  • Usage Metrics
  • Metacafe: Total Views June - August 2006
  • Metacafe: Total Views And Client Downloads: June -August 2006
  • Metacafe Usage Metrics: August 2006 Library And Client Application
  • Metacafe: Total Video Clips Published July 2004 - July 2006
  • Metacafe: Average Library Views Per Video Clip Published: July 2004-July 2006
  • Metacafe Total Views: Data Capture Run August 11 - 12 2006
  • Metacafe: A Highly Editorialized Site Yields Strong Metadata Activity And Potential Viral Value
  • Metacafe Historical Comments By Month
  • Metacafe Comments Per Video: 2005 - 2006
  • The Top Viewed Videos Correspond With Vibrant Comment Metadata
  • Metacafe Top Viewed Videos: 2005 - 2006
  • Metacafe: Top Viewed Videos And Comments
  • Metacafe Video Views Per Comment: 2005 - 2006
  • Metacafe Hybrid Cpm And Viral Cpm Metadata Metrics
  • Metacafe Comments Analysis By Month
  • Metacafe Videos: Monthly Average Comments / Video Vs. Top 100 Comments/ Video
  • Metacafe Video Views Per Comment: 2005 - 2006
  • Metacafe Viral Analysis: Avg. Views / Comment Vs. Avg Views / Top 100 Comments
  • Metacafe Ugv Advertising Pro Forma Analysis: Run Of Site
• Section Five
  • Ugv Site Advertising And Monetization Strategies
  • Break. Com
  • Clipshack/Reality Digital
  • Ebaumsworld. Com
  • Google Video
  • Grouper. Com
  • Guba. Com
  • Heavy. Com
  • Maniatv!
  • Metacafe
  • Sharkle/Vitrue
  • Yahoo Video