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The Online Photo-Sharing Market February 23, 2007 Srinivas Rao
Agenda I.
Leveraging NetRatings Data • • •
II.
What is our competition doing? Where can we reach our target customer? How do we acquire customers?
Where does the data come from? • • •
Netview Ad Relevance @Plan
Photobucket was the market leader in unique visitor growth KodakEasyShare Gallery Photobucket.com
20,000
shutterfly.com
Unique Visitors (000)
15,000
+164%
Snapfish Wal-Mart PhotoCenter
10,000 +12%
+54%
5,000
+9% -24%
0
Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan06 06 06 06 06 06 06 06 06 06 06 06 07
Source: Nielsen//NetRatings Netview, January 2006-January 2007
Snapfish and Shutterfly had the most engaged user base Total Time Spent Jan 2006-Jan 2007
Total Visits
40
35 2:31 2:30 30 2:00 2:00 25
1:30
20
15 1:00 10 0:30 5
0:00
0 Kodak EasyShare Gallery
Photobucket.com
shutterfly.com
Source: Nielsen//NetRatings Netview, January 2006-January 2007
Snapfish
Wal-Mart PhotoCenter
Total Visits January 2006 – January 2007
Time Spent
3:01 3:00
Total Time Spent Jan 2006-Jan 2007
1:26:24 1:30
12
Time Spent Total Visits
10
1:09:07 1:00
8 0:51:50 0:45 6 0:34:34 0:30 4
0:17:17 0:15
2
0:00 0:00:00
0
Jan06
Feb06
Mar06
Apr06
May- Jun- Jul-06 Aug- Sep06 06 06 06
Source: Nielsen//NetRatings Netview, January 2006-January 2007
Oct06
Nov- Dec06 06
Jan07
Total Visits January 2006 – January 2007
Engagement for photo-sharing sites peaked during holidays, school-end, and vacation seasons
Agenda I.
Leveraging NetRatings Data • • •
II.
What is our competition doing? Where can we reach our target customer? How do we acquire customers?
Where does the data come from? • • •
Netview Ad Relevance @Plan
Among photo-sharing sites, advertising spikes occurred in holiday and school-end seasons 2000000000
1800000000
Estimated Impressions
1600000000
1400000000
1200000000
1000000000
KodakEasyshareGallery Photobucket Shutterfly
800000000
600000000
400000000
200000000
Ja n0 Fe 5 b0 M 5 ar -0 5 A pr -0 M 5 ay -0 Ju 5 n05 Ju l-0 5 A ug -0 Se 5 p0 O 5 ct -0 N 5 ov -0 5 D ec -0 Ja 5 n0 Fe 6 b0 M 6 ar -0 6 A pr -0 M 6 ay -0 Ju 6 n06 Ju l-0 6 A ug -0 Se 6 p0 O 6 ct -0 N 6 ov -0 6 D ec -0 Ja 6 n07
0
Source: Nielsen//NetRatings Ad Relevance January 2005 – January 2007
Snapfish Wal-Mart Photo Center
MSN captured the bulk of the photosharing sites’ advertising Ad Impressions by Site 2006 for Kodak, Photobucket, Snapfish, Shutterfly, and Wal-Mart
Other 30%
MSN 33%
Epinions (All) 2% BabyZone (All) 2% AOL 3% MySpace (All) 5%
About.com 9%
Source: Nielsen//NetRatings Ad Relevance January 2006 – December 2006
Yahoo! 16%
Photobucket, the market leader, focused its advertising primarily on Mypsace Ad Impressions by Site for Photobucket.com Jan 2006 –December 2006 Other 9%
eBay (All) 12% MySpace (All) 36%
Yahoo! GeoCities 19%
eBay Motors (All) 24% Source: Nielsen//NetRatings Ad Relevance January 2006 – December 2006
Agenda I.
Leveraging NetRatings Data • • •
II.
What is our competition doing? Where can we reach our target customer? How do we acquire customers?
Where does the data come from? • • •
Netview Ad Relevance @Plan
Sites That Might Be Easily Overlooked Disney Online Top Advertisers (3) (Jan. 2007) • JP Morgan •General Mills •Sony Coporation •Johnson and Johnson •Target Corporation •Wondertime.com Key Site Statistics (January 2007)
•Ford Motor Company
Unique Visitors (1): 22 million
•Viacom inc
Target audience coverage (2): 14.7%
•Hewlett Packard
Audience Composition Index (2): 139 Visits/Person/Month (1): 2.6 Time/Person/Month (1): 35 min, 46 sec Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007
Sites That Might Be Easily Overlooked AmericanGreetings.com Top Advertisers (3) (January 2007) • Ink2all.com • Hewlett Packard • Experian • Freeze.com • Choiceshirts.com • General Electric Key Site Statistics (January 2007)
• Coolsavings, Inc
Unique Visitors (1): 6.3 million
• Wal-Mart Stores, Inc
Target audience coverage (2): 10.2%
• Weight Watchers International
Audience Composition Index (2): 139 Visits/Person/Month (1): 1.8 Time/Person/Month (1): 9 min, 22 sec Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007
Sites That Might Be Easily Overlooked Babycenter.com Top Advertisers (3) (January 2007) • Coolsavings, Inc • Proctor and Gamble • Clorox • Target Corporation • Merck and Company • Wal-Mart Key Site Statistics (January 2007)
• Learning Curve
Unique Visitors (1): 3.3 million
• Electronic Arts
Target audience coverage (2): 3.7%
• Coord Blood Registry
Audience Composition Index (2): 186
• Walgreens
Visits/Person/Month (1): 2.4 Time/Person/Month (1): 13 min, 27 sec Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007
Agenda I.
Leveraging NetRatings Data • • •
II.
What is our competition doing? Where can we reach our target customer? How do we acquire customers?
Where does the data come from? • • •
Netview Ad Relevance @Plan
NetView Overview What is it? NetView is the Nielsen of the Internet, tracking every click of a representative group of online Users in order to project Web site visitation and demographics to the US online population
Who Uses It? • Online publishers • Advertising Agencies (on behalf of advertisers) • Advertisers
Typical questions • Which photo-sharing sites have the highest traffic? • What are the demographic profiles of the audience at photo-sharing sites? • What competitive sites do we share an audience with?
NetView: Behavioral-Based Tracking Random Dial Recruitment
Recruited Panel Members
Insight Software in the Data Stream
World Wide Web
Secure Real-Time Data Transfer
Data Mining & Analytica l Services Syndicated Web Reporting System Oracle Data Warehouse
AdRelevance Overview What is it? Ad Relevance provides comprehensive online advertising intelligence across all industries, channels, and ad-formats across the web.
Who Uses It? • Online publishers • Agencies (on behalf of advertisers) • Advertisers
Typical questions • Which photo providers advertised most heavily online? • Which sites did photo providers advertise on? • How much did photo providers spend on online advertising?
AdRelevance Methodology
overview
Traffic Analysis
World Wide Web
CloudProb er
Site Selection & Definition
Automatic Ad Detection (AAD)
AdRelevance Intergrity
Data Integrity
Classification
@Plan Overview What is it? @Plan is a syndicated survey-based tool that provides insight into offlline attributes and attitudes among online users, and to correlate those attributes with visitation to Web sites.
Who Uses It? • Online publishers • Agencies (on behalf of advertisers) • Advertisers
Typical questions • What sites are visited most frequently by digital camera owners • What percentage of digital camera owners uploaded photos in the last 30 days • What sites did people who shopped for digital cameras visit?
@Plan: Lifestyle Tracking Process & Methodology
Age:18+ Active within 30 days, Recruitment By Nielsen Media
Covers Over 3,000+ Profile Points Across Multiple Content Categories
Agenda I.
Leveraging NetRatings Data • • •
II.
What is our competition doing? Where can we reach our target customer? How do we acquire customers?
Where does the data come from? • • •
Netview Ad Relevance @Plan
Photobucket was the market leader in unique visitor growth KodakEasyShare Gallery Photobucket.com
20,000
shutterfly.com
Unique Visitors (000)
15,000
+164%
Snapfish Wal-Mart PhotoCenter
10,000 +12%
+54%
5,000
+9% -24%
0
Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan06 06 06 06 06 06 06 06 06 06 06 06 07
Source: Nielsen//NetRatings Netview, January 2006-January 2007
Snapfish and Shutterfly had the most engaged user base Total Time Spent Jan 2006-Jan 2007
Total Visits
40
35 2:31 2:30 30 2:00 2:00 25
1:30
20
15 1:00 10 0:30 5
0:00
0 Kodak EasyShare Gallery
Photobucket.com
shutterfly.com
Source: Nielsen//NetRatings Netview, January 2006-January 2007
Snapfish
Wal-Mart PhotoCenter
Total Visits January 2006 – January 2007
Time Spent
3:01 3:00
Total Time Spent Jan 2006-Jan 2007
1:26:24 1:30
12
Time Spent Total Visits
10
1:09:07 1:00
8 0:51:50 0:45 6 0:34:34 0:30 4
0:17:17 0:15
2
0:00 0:00:00
0
Jan06
Feb06
Mar06
Apr06
May- Jun- Jul-06 Aug- Sep06 06 06 06
Source: Nielsen//NetRatings Netview, January 2006-January 2007
Oct06
Nov- Dec06 06
Jan07
Total Visits January 2006 – January 2007
Engagement for photo-sharing sites peaked during holidays, school-end, and vacation seasons
Agenda I.
Leveraging NetRatings Data • • •
II.
What is our competition doing? Where can we reach our target customer? How do we acquire customers?
Where does the data come from? • • •
Netview Ad Relevance @Plan
Among photo-sharing sites, advertising spikes occurred in holiday and school-end seasons 2000000000
1800000000
Estimated Impressions
1600000000
1400000000
1200000000
1000000000
KodakEasyshareGallery Photobucket Shutterfly
800000000
600000000
400000000
200000000
Ja n0 Fe 5 b0 M 5 ar -0 5 A pr -0 M 5 ay -0 Ju 5 n05 Ju l-0 5 A ug -0 Se 5 p0 O 5 ct -0 N 5 ov -0 5 D ec -0 Ja 5 n0 Fe 6 b0 M 6 ar -0 6 A pr -0 M 6 ay -0 Ju 6 n06 Ju l-0 6 A ug -0 Se 6 p0 O 6 ct -0 N 6 ov -0 6 D ec -0 Ja 6 n07
0
Source: Nielsen//NetRatings Ad Relevance January 2005 – January 2007
Snapfish Wal-Mart Photo Center
MSN captured the bulk of the photosharing sites’ advertising Ad Impressions by Site 2006 for Kodak, Photobucket, Snapfish, Shutterfly, and Wal-Mart
Other 30%
MSN 33%
Epinions (All) 2% BabyZone (All) 2% AOL 3% MySpace (All) 5%
About.com 9%
Source: Nielsen//NetRatings Ad Relevance January 2006 – December 2006
Yahoo! 16%
Photobucket, the market leader, focused its advertising primarily on Mypsace Ad Impressions by Site for Photobucket.com Jan 2006 –December 2006 Other 9%
eBay (All) 12% MySpace (All) 36%
Yahoo! GeoCities 19%
eBay Motors (All) 24% Source: Nielsen//NetRatings Ad Relevance January 2006 – December 2006
Agenda I.
Leveraging NetRatings Data • • •
II.
What is our competition doing? Where can we reach our target customer? How do we acquire customers?
Where does the data come from? • • •
Netview Ad Relevance @Plan
Sites That Might Be Easily Overlooked Disney Online Top Advertisers (3) (Jan. 2007) • JP Morgan •General Mills •Sony Coporation •Johnson and Johnson •Target Corporation •Wondertime.com Key Site Statistics (January 2007)
•Ford Motor Company
Unique Visitors (1): 22 million
•Viacom inc
Target audience coverage (2): 14.7%
•Hewlett Packard
Audience Composition Index (2): 139 Visits/Person/Month (1): 2.6 Time/Person/Month (1): 35 min, 46 sec Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007
Sites That Might Be Easily Overlooked AmericanGreetings.com Top Advertisers (3) (January 2007) • Ink2all.com • Hewlett Packard • Experian • Freeze.com • Choiceshirts.com • General Electric Key Site Statistics (January 2007)
• Coolsavings, Inc
Unique Visitors (1): 6.3 million
• Wal-Mart Stores, Inc
Target audience coverage (2): 10.2%
• Weight Watchers International
Audience Composition Index (2): 139 Visits/Person/Month (1): 1.8 Time/Person/Month (1): 9 min, 22 sec Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007
Sites That Might Be Easily Overlooked Babycenter.com Top Advertisers (3) (January 2007) • Coolsavings, Inc • Proctor and Gamble • Clorox • Target Corporation • Merck and Company • Wal-Mart Key Site Statistics (January 2007)
• Learning Curve
Unique Visitors (1): 3.3 million
• Electronic Arts
Target audience coverage (2): 3.7%
• Coord Blood Registry
Audience Composition Index (2): 186
• Walgreens
Visits/Person/Month (1): 2.4 Time/Person/Month (1): 13 min, 27 sec Sources: 1) Nielsen-Netratings Netview January 2007 2)Niielsen-Netratings @Plan Winter 2006/2007 3)Niielsen-Netratings AdRelevance January 2007
Agenda I.
Leveraging NetRatings Data • • •
II.
What is our competition doing? Where can we reach our target customer? How do we acquire customers?
Where does the data come from? • • •
Netview Ad Relevance @Plan
NetView Overview What is it? NetView is the Nielsen of the Internet, tracking every click of a representative group of online Users in order to project Web site visitation and demographics to the US online population
Who Uses It? • Online publishers • Advertising Agencies (on behalf of advertisers) • Advertisers
Typical questions • Which photo-sharing sites have the highest traffic? • What are the demographic profiles of the audience at photo-sharing sites? • What competitive sites do we share an audience with?
NetView: Behavioral-Based Tracking Random Dial Recruitment
Recruited Panel Members
Insight Software in the Data Stream
World Wide Web
Secure Real-Time Data Transfer
Data Mining & Analytica l Services Syndicated Web Reporting System Oracle Data Warehouse
AdRelevance Overview What is it? Ad Relevance provides comprehensive online advertising intelligence across all industries, channels, and ad-formats across the web.
Who Uses It? • Online publishers • Agencies (on behalf of advertisers) • Advertisers
Typical questions • Which photo providers advertised most heavily online? • Which sites did photo providers advertise on? • How much did photo providers spend on online advertising?
AdRelevance Methodology
overview
Traffic Analysis
World Wide Web
CloudProb er
Site Selection & Definition
Automatic Ad Detection (AAD)
AdRelevance Intergrity
Data Integrity
Classification
@Plan Overview What is it? @Plan is a syndicated survey-based tool that provides insight into offlline attributes and attitudes among online users, and to correlate those attributes with visitation to Web sites.
Who Uses It? • Online publishers • Agencies (on behalf of advertisers) • Advertisers
Typical questions • What sites are visited most frequently by digital camera owners • What percentage of digital camera owners uploaded photos in the last 30 days • What sites did people who shopped for digital cameras visit?
@Plan: Lifestyle Tracking Process & Methodology
Age:18+ Active within 30 days, Recruitment By Nielsen Media
Covers Over 3,000+ Profile Points Across Multiple Content Categories
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