If you think the conversion of "analog dollars to digital dimes" was the sound bite of the media business, get ready for Tania Yuki's "pretty significant delta." What, that doesn't ring for you? Let
me explain.
Yuki, who is director of product management, and the de facto video and advanced TV guru at comScore opened OMMA Video in New York today, with a pretty compelling lay of the online
video land – especially its deltas. Well, one delta in particular. The difference between the commercial loads on conventional video (ie. television) and online video.
"It's a pretty
significant delta," Yuki noted, citing the fact that, an average, people only watch ads 1% of the time they spend watching online video. That compares with about 20% to 25% for conventional TV
programming.
Yuki said that's probably not a "really fair comparison when you look at the degree of monetization that is happening." So she gave some specific examples showing the degree of
commercialization with specific online video content formats.
For online entertainment sites, only 3% of the time spent watching video is spent watching ads. For long-form television content
shown online, only 8% of the time spent is watching ads.
"That's still a pretty significant delta," Yuki noted.
Yuki