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Youtube Study(en)

Gheorghe Cristian Dragos
Gheorghe Cristian Dragos

This document analyzes how online video platforms like YouTube are changing how Romanian football fans consume media and engage with their favorite teams. It finds that unofficial YouTube channels uploaded highlights and clips from Liga 1 matches, gaining over 1 million views and generating advertising revenue. This provided free brand exposure for companies that advertise during matches. The study quantified this return on investment from July to November 2014, finding brands obtained over 140,000 Euros in online exposure through 25 selected Liga 1 matches streamed on YouTube. It concludes that sports content is uniquely able to connect emotionally with consumers across online channels at low costs for brands.

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Liga 1 in the Google and Facebook Age
0% 20% 40% 60% 80% 100% TV Online Print Football fans media consumption General Football fan Why online video? YouTube offers fans the possibility to watch again images from the matches seen on stadium or on TV or to get up to speed with the latest news about their favourite teams. Personal experiences from the stadium appear instantly on the fans timeline and with users sharing it, things can go viral very easily. Little groups of people come together in big communities online through these devices. The World Cup in Brazil this year set new records in terms of online broadcasting, with the Brazil versus Germany game going viral among football fans on Facebook and Twitter. Real-time marketing campaigns based on jokes, puns and funny images were created and, translated into numbers, 66 million people were involved in over 200 million interactions on Facebook (post, comments, likes or shares) and 35,6 million tweets (a new record for Twitter). While television is still number one in the media consumption patterns of Romanian consumers, fans have the opportunity to follow highlights, comment games and bet in real time, without even touching the remote control. A smartphone or a tablet is all a fan needs today to stay engaged everything starts on the stadium with a selfie and finishes with posting the video whose director is the fan himself. Media changes, everything becomes personal and sport is a matter of personal taste with a high emotional impact.
Liga 1 and YouTubeYoutube, part of the Google group, is the main video content platform and second largest search engine in the World Wide Web. Starting with this season, also Liga 1 is on Youtube. Look TV and Liga 1 have official channels where they publish highlights and game plays in HD. Liga 1 games are also available live online globally through SEENOW, an internally developed app by the company with the same name. More important, images from Liga 1 games are retrieved by unofficial channels, who use them to generate Youtube advertising revenue. Steaua HD, for example, an unofficial channel, managed to reach 130.000 hits from just two videos showing Liga 1 games highlights. The list of unofficial channels is long, containing generic names, such as: Amazing Football, Rezumate Fotbal, TVGOOL.RO, FZ Rapid Bucuresti or Reviews Football HD. 1 millionHits were obtained by the videos showing highlights of the 25 selected games MethodologyThe study quantifies the benefits obtained in an online communication channel by brands that use sport in their communication mix. Liga 1 in the Facebook and Google Age uses a unique return on investment formula for Youtube. The study took into consideration only Liga 1 2014/2015 season games, which benefited from LED perimeter advertising and whose Youtube highlights obtained at least 1.000 views. For each video, only the 100% visibility seconds for each brand were quantified. Note: The number of views for each video is increasing, the results being quantified only for the period between the 25th of July and 10th of November 2014.
The return on investment calculation formula is based on the in- display banner which appears at the bottom of the Youtube videos. Just like LED perimeter advertising, the in-display banner occupies only a part of the video player and can display images, messages and animations. In-display banners can be acquisitioned on Google AdWords and have an average display time of 10 seconds they can be closed by the viewer. The average CPV (cost per view) for the 18-55 Romanian males target is 0,03 euros. Benchmark Formula Seconds of exposure/10 No of views CPV ROIX X =
ROI 885 EURO 205 EURO 1.251 EURO 7.121 EURO 387 EURO 785 EURO 2.473 EURO 3.879 EURO 3.111 EURO 4.038 EURO 1.306 EURO 4.533 EURO 2.224 EURO 29.712 EURO 19.347 EURO 23.271 EURO 24.450 EURO 11.327 EURO > 10.000 EURO 1.500 10.000 EURO < 1.500 EURO ANALYSIS PERIOD 25.07.14 - 10.11.14 + 140.000 EURO
Analysed Sport Events Stage Date Time Game 1 26-Jul 21:00 Rapid Bucuresti - Steaua Bucuresti 1 28-Jul 21:00 Dinamo Bucuresti - Otelul Galati 2 3-Aug 21:00 Pandurii Targu Jiu - CFR Cluj 2 4-Aug 21:00 U. Cluj - Dinamo Bucuresti 3 8-Aug 21:00 Rapid Bucuresti - Gaz Metan 3 9-Aug 21:00 CFR Cluj- Steaua Bucuresti 3 10-Aug 21:00 Dinamo Bucuresti - ASA Tg. Mures 4 16-Aug 21:00 Rapid Bucuresti - Petrolul Ploiesti 4 17-Aug 21:00 Ceahlaul Piatra Neamt - Dinamo Bucuresti 5 24-Aug 19:00 Rapid Bucuresti - Astra Ploiesti 5 25-Aug 21:00 CFR Cluj - Gaz Metan 6 30-Aug 19:30 Dinamo Bucuresti - FC Brasov 6 31-Aug 21:00 Petrolul Ploiesti - CFR Cluj 7 13-Sep 21:00 CFR Cluj - Astra Giurgiu 7 15-Sep 21:00 Pandurii Tg. Mures - Petrolul Ploiesti 8 20-Sep 21:00 Dinamo Bucuresti - CSMS Iasi 8 21-Sep 21:00 Petrolul Ploiesti - Steaua Bucuresti 9 27-Sep 21:00 Rapid Bucuresti - Dinamo Bucuresti 9 29-Sep 21:00 CFR Cluj - U. Cluj 10 5-Oct 21:00 Dinamo Bucuresti - U. Craiova 10 6-Oct 21:00 ASA Tg Mures - CFR Cluj 11 18-Oct 21:00 CFR Cluj - Dinamo Bucuresti 11 19-Oct 18:30 Gaz Metan - Astra Giurgiu 12 26-Oct 17:30 Dinamo Bucuresti - Pandurii Tg. Jiu 12 26-Oct 20:00 ASA Tg. Mures - Steaua Bucuresti The analysed brands communicated during the games from the study through LED panels displayed on the pitch side and goal lines, which showed 15 and 30 seconds video spots for 3 or 5 minutes during each game. The games were broadcasted by the LOOK TV and LOOK PLUS TV stations, and by the online platform SEENOW. The study includes the most important football clubs in Romania, representing also a very high percentage of Romanian football fans (over 85%). The analysis period is 25th of July 2014 10th of November 2014, and the results will grow in time, proportionally with the increase in the number of views. Only the Youtube video clips that managed to reach at least 1.000 hits were included in the analysis. The identity of the users that uploaded the videos is unknown or classified. Most of the video uploaded on Youtube show highlights, scoring opportunities or other important events from games. 0 EXPOSURE COSTS
ROI - LIGA 1 ONLINE Conclusion For the last two years, brands have been building more and more online and social media campaigns, but the ones that went viral are very few. On the other hand, through sport, 18 brands obtained over 140.00 EURO worth of online exposure and the sum is increasing every passing day. The online environment offers new possibilities, and it comes with no borders and less control. Sports proves to be the type of content that connects to consumers through a powerful emotional link. From 200 to 30.000 EUROS, brands managed to obtain free exposure using sport. No media product offers this type of advantages spreading content on so many communications channels. One image can travel from the stadium to TV, in newspapers, in the online news feed, on Youtube, Facebook, Vimeo, from the living room TV, to the laptop in the bedroom and on the smartphone from the users own hands. STAGE Duraziv Ceresit Stanleybet Kober Superbet Allview LG Nivea Men Alexandrion Poxipol Innenweis Public Bet Wens Buderus Seenow Arcon Baumax Bel Profile Stage Total 1 3056 557 817 245 265 1251 205 750 204 387 408 8144 2 3757 4794 1620 184 785 11139 3 7214 2062 581 173 15742 25771 4 874 78 68 49 83 24 78 248 1502 5 244 466 62 302 62 344 1481 6 69 1818 762 739 962 136 4485 7 751 2255 234 842 905 338 171 1427 6923 8 6878 710 2087 6595 8645 3551 886 1183 5694 36228 9 1052 4300 421 638 526 1441 421 631 446 224 10098 10 1112 374 888 2373 11 955 1935 1835 982 263 610 6581 12 3750 179 11516 10132 25577 Brand Total 29712 19347 885 4038 3111 1251 2473 7121 23271 4533 205 1306 2224 3879 11327 387 24450 785
TOP 5 SPORT WEBSITES IN ROMANIA 2013-2014 Feminin Masculin 700-1000 RON 1000-1500 RON sport.ro 1,202,973 36.63% 63.37% 8.05% 10.51% prosport.ro 892,327 29.62% 70.38% 10.56% 14.56% gsp.ro 875,606 31.60% 68.40% 9.26% 12.50% fanatik.ro 430,975 30.28% 69.72% 11.66% 14.81% digisport.ro 547,665 22.60% 77.40% 11.41% 17.19% SITE Vizitatori Unici/Luna Raport pe sexe Compozitie barbati pe grupe de venit personal DATA OBTAINED FROM GEMIUS.COM Str. Popa Tatu, nr. 18 Sector 2, Bucuresti Romania www.seg.ro Sport Evolution Group BE LIVE in SPORT PROJECT TEAM Catalin Boier e-mail catalin.boier@seg.ro Victor Voicu e-mail victor.voicu@seg.ro Cristian Gheorghe e-mail cristian.gheorghe@seg.ro mobil 07244 800 80

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Youtube Study(en)

  • 1. Liga 1 in the Google and Facebook Age
  • 2. 0% 20% 40% 60% 80% 100% TV Online Print Football fans media consumption General Football fan Why online video? YouTube offers fans the possibility to watch again images from the matches seen on stadium or on TV or to get up to speed with the latest news about their favourite teams. Personal experiences from the stadium appear instantly on the fans timeline and with users sharing it, things can go viral very easily. Little groups of people come together in big communities online through these devices. The World Cup in Brazil this year set new records in terms of online broadcasting, with the Brazil versus Germany game going viral among football fans on Facebook and Twitter. Real-time marketing campaigns based on jokes, puns and funny images were created and, translated into numbers, 66 million people were involved in over 200 million interactions on Facebook (post, comments, likes or shares) and 35,6 million tweets (a new record for Twitter). While television is still number one in the media consumption patterns of Romanian consumers, fans have the opportunity to follow highlights, comment games and bet in real time, without even touching the remote control. A smartphone or a tablet is all a fan needs today to stay engaged everything starts on the stadium with a selfie and finishes with posting the video whose director is the fan himself. Media changes, everything becomes personal and sport is a matter of personal taste with a high emotional impact.
  • 3. Liga 1 and YouTubeYoutube, part of the Google group, is the main video content platform and second largest search engine in the World Wide Web. Starting with this season, also Liga 1 is on Youtube. Look TV and Liga 1 have official channels where they publish highlights and game plays in HD. Liga 1 games are also available live online globally through SEENOW, an internally developed app by the company with the same name. More important, images from Liga 1 games are retrieved by unofficial channels, who use them to generate Youtube advertising revenue. Steaua HD, for example, an unofficial channel, managed to reach 130.000 hits from just two videos showing Liga 1 games highlights. The list of unofficial channels is long, containing generic names, such as: Amazing Football, Rezumate Fotbal, TVGOOL.RO, FZ Rapid Bucuresti or Reviews Football HD. 1 millionHits were obtained by the videos showing highlights of the 25 selected games MethodologyThe study quantifies the benefits obtained in an online communication channel by brands that use sport in their communication mix. Liga 1 in the Facebook and Google Age uses a unique return on investment formula for Youtube. The study took into consideration only Liga 1 2014/2015 season games, which benefited from LED perimeter advertising and whose Youtube highlights obtained at least 1.000 views. For each video, only the 100% visibility seconds for each brand were quantified. Note: The number of views for each video is increasing, the results being quantified only for the period between the 25th of July and 10th of November 2014.
  • 4. The return on investment calculation formula is based on the in- display banner which appears at the bottom of the Youtube videos. Just like LED perimeter advertising, the in-display banner occupies only a part of the video player and can display images, messages and animations. In-display banners can be acquisitioned on Google AdWords and have an average display time of 10 seconds they can be closed by the viewer. The average CPV (cost per view) for the 18-55 Romanian males target is 0,03 euros. Benchmark Formula Seconds of exposure/10 No of views CPV ROIX X =
  • 5. ROI 885 EURO 205 EURO 1.251 EURO 7.121 EURO 387 EURO 785 EURO 2.473 EURO 3.879 EURO 3.111 EURO 4.038 EURO 1.306 EURO 4.533 EURO 2.224 EURO 29.712 EURO 19.347 EURO 23.271 EURO 24.450 EURO 11.327 EURO > 10.000 EURO 1.500 10.000 EURO < 1.500 EURO ANALYSIS PERIOD 25.07.14 - 10.11.14 + 140.000 EURO
  • 6. Analysed Sport Events Stage Date Time Game 1 26-Jul 21:00 Rapid Bucuresti - Steaua Bucuresti 1 28-Jul 21:00 Dinamo Bucuresti - Otelul Galati 2 3-Aug 21:00 Pandurii Targu Jiu - CFR Cluj 2 4-Aug 21:00 U. Cluj - Dinamo Bucuresti 3 8-Aug 21:00 Rapid Bucuresti - Gaz Metan 3 9-Aug 21:00 CFR Cluj- Steaua Bucuresti 3 10-Aug 21:00 Dinamo Bucuresti - ASA Tg. Mures 4 16-Aug 21:00 Rapid Bucuresti - Petrolul Ploiesti 4 17-Aug 21:00 Ceahlaul Piatra Neamt - Dinamo Bucuresti 5 24-Aug 19:00 Rapid Bucuresti - Astra Ploiesti 5 25-Aug 21:00 CFR Cluj - Gaz Metan 6 30-Aug 19:30 Dinamo Bucuresti - FC Brasov 6 31-Aug 21:00 Petrolul Ploiesti - CFR Cluj 7 13-Sep 21:00 CFR Cluj - Astra Giurgiu 7 15-Sep 21:00 Pandurii Tg. Mures - Petrolul Ploiesti 8 20-Sep 21:00 Dinamo Bucuresti - CSMS Iasi 8 21-Sep 21:00 Petrolul Ploiesti - Steaua Bucuresti 9 27-Sep 21:00 Rapid Bucuresti - Dinamo Bucuresti 9 29-Sep 21:00 CFR Cluj - U. Cluj 10 5-Oct 21:00 Dinamo Bucuresti - U. Craiova 10 6-Oct 21:00 ASA Tg Mures - CFR Cluj 11 18-Oct 21:00 CFR Cluj - Dinamo Bucuresti 11 19-Oct 18:30 Gaz Metan - Astra Giurgiu 12 26-Oct 17:30 Dinamo Bucuresti - Pandurii Tg. Jiu 12 26-Oct 20:00 ASA Tg. Mures - Steaua Bucuresti The analysed brands communicated during the games from the study through LED panels displayed on the pitch side and goal lines, which showed 15 and 30 seconds video spots for 3 or 5 minutes during each game. The games were broadcasted by the LOOK TV and LOOK PLUS TV stations, and by the online platform SEENOW. The study includes the most important football clubs in Romania, representing also a very high percentage of Romanian football fans (over 85%). The analysis period is 25th of July 2014 10th of November 2014, and the results will grow in time, proportionally with the increase in the number of views. Only the Youtube video clips that managed to reach at least 1.000 hits were included in the analysis. The identity of the users that uploaded the videos is unknown or classified. Most of the video uploaded on Youtube show highlights, scoring opportunities or other important events from games. 0 EXPOSURE COSTS
  • 7. ROI - LIGA 1 ONLINE Conclusion For the last two years, brands have been building more and more online and social media campaigns, but the ones that went viral are very few. On the other hand, through sport, 18 brands obtained over 140.00 EURO worth of online exposure and the sum is increasing every passing day. The online environment offers new possibilities, and it comes with no borders and less control. Sports proves to be the type of content that connects to consumers through a powerful emotional link. From 200 to 30.000 EUROS, brands managed to obtain free exposure using sport. No media product offers this type of advantages spreading content on so many communications channels. One image can travel from the stadium to TV, in newspapers, in the online news feed, on Youtube, Facebook, Vimeo, from the living room TV, to the laptop in the bedroom and on the smartphone from the users own hands. STAGE Duraziv Ceresit Stanleybet Kober Superbet Allview LG Nivea Men Alexandrion Poxipol Innenweis Public Bet Wens Buderus Seenow Arcon Baumax Bel Profile Stage Total 1 3056 557 817 245 265 1251 205 750 204 387 408 8144 2 3757 4794 1620 184 785 11139 3 7214 2062 581 173 15742 25771 4 874 78 68 49 83 24 78 248 1502 5 244 466 62 302 62 344 1481 6 69 1818 762 739 962 136 4485 7 751 2255 234 842 905 338 171 1427 6923 8 6878 710 2087 6595 8645 3551 886 1183 5694 36228 9 1052 4300 421 638 526 1441 421 631 446 224 10098 10 1112 374 888 2373 11 955 1935 1835 982 263 610 6581 12 3750 179 11516 10132 25577 Brand Total 29712 19347 885 4038 3111 1251 2473 7121 23271 4533 205 1306 2224 3879 11327 387 24450 785
  • 8. TOP 5 SPORT WEBSITES IN ROMANIA 2013-2014 Feminin Masculin 700-1000 RON 1000-1500 RON sport.ro 1,202,973 36.63% 63.37% 8.05% 10.51% prosport.ro 892,327 29.62% 70.38% 10.56% 14.56% gsp.ro 875,606 31.60% 68.40% 9.26% 12.50% fanatik.ro 430,975 30.28% 69.72% 11.66% 14.81% digisport.ro 547,665 22.60% 77.40% 11.41% 17.19% SITE Vizitatori Unici/Luna Raport pe sexe Compozitie barbati pe grupe de venit personal DATA OBTAINED FROM GEMIUS.COM Str. Popa Tatu, nr. 18 Sector 2, Bucuresti Romania www.seg.ro Sport Evolution Group BE LIVE in SPORT PROJECT TEAM Catalin Boier e-mail catalin.boier@seg.ro Victor Voicu e-mail victor.voicu@seg.ro Cristian Gheorghe e-mail cristian.gheorghe@seg.ro mobil 07244 800 80