MAM
Internet streaming video reach mature audiences in the US : ComScore report
MUMBAI: ComScore Networks has released its
first-ever research report demonstrating the broad reach and demographic appeal of Internet video and audio in the US.
The information contained in the report State of the Consumer Streaming Market released in conjunction with StreamingMedia.com, revealed that consumers between the ages of 35 and 54 years old accounted for more than 45 per cent of all online video watched in August 2005.
Further, the research found that 35 to 54 year-olds are 20 per cent more likely to watch online video than the average Internet user. 25 to 34 year-olds are 12 per cent more likely than the average Internet user to watch a stream online. These age groups have traditionally been viewed as vital targets for marketers across a variety of products and services.
JcomScore Networks Media and Entertainment Solutions senior VP Erin Hunter says, “Advertisers are waking up to the potential of Internet video units. People want more than a two-dimensional experience online, and this powerful medium now reaches everyone with engaging and interesting content. Contrary to public perception, it’s not just ‘college kids’ or ‘bleeding edge’ Internet users who are streaming videos. Publishers are using innovative approaches to deliver their content, using high-quality video product clips, music videos, movie trailers – even full news broadcasts – to engage their consumer. This creates a fantastic opportunity for advertisers to capitalise on what is now a mainstream audience.”
Additional key findings from the report include:
— More than 100 million users consume online digital media (streams and downloads) in the US in a month. This represents almost 60 percent of the US online population (97.5 million computers).
— Video consumption crosses all dayparts and demographics, with the primetime and daytime dayparts showing particular strength.
— Nearly two-thirds of all US Internet users in August streamed audio or video through a portal and almost 50 per cent did so from an entertainment site
— More than 17 per cent of US Internet users streamed content from a music site and 15 per cent streamed from a retail site.
Warner Bros. Online VP sales Darryl LaRue says, “There is clearly an audience for entertaining video content online. More importantly this audience has shown that they are receptive to the right kind of
advertising messages if it means they can access content for free. Using ComScore’s video ratings we are better able to identify and target audiences with content that is relevant to them and valuable to advertisers.”
ComScore’s report is based on a representative cross-section of more than 1.5 million US consumers who have given ComScore’s explicit permission to confidentially capture their full browsing behavior, including audio and video consumption. Through its proprietary technology, ComScore measures millions of audio and video records each month to report traffic by site, player, format and protocol. ComScore also matches each record to demographic data, enabling analysis of streamed content and those who consume it.
ComScore consultants apply this deep knowledge of customers and competitors to help clients design marketing strategies and tactics that deliver superior ROI. ComScore’s services are used by companies like AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, ESPN and Nestle.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
