Some interesting Youtube Mena statistics shared directly by Google thanks to Will Rocklin.

1. Google Confidential and Proprietary

2. 4B+
global views
per day
(600M
3rd
Largest site on
on mobile) the Internet
800M
Unique visitors per
month
2 Google Confidential and Proprietary

3. 3 Google Confidential and Proprietary

4. YouTube YouTube Daily YouTube Weekly
Users Users Users
UAE
83% 34% 35%
KSA
85% 42% 34%
Egypt
74% 30% 30%
Source: TNS, Think Insights 2012 with Google
4 Google Confidential and Proprietary

5. Egypt UAE
~37%
32%
~18%
13% 10% 12%
9% 9% 10% 10% 12% 7% 7%
5% 6% 6% 4% 5% 5% 6% 6% 6%
KSA Morocco
46% 53%
~34%
24%
17% 20% 20%
~13% 16%
9% 10% 10% 11% 13%
8% 8% 8% 9% 9% 9%
5% 6%
Source: PARC and Internal Google Systems,
5 Google Confidential and Proprietary

6. and message
40-50% of the YouTube users are women
50-60% of the YouTube users are men
The average age of the MENA YouTube user
is 33-35 years old
The average monthly salary of the MENA
YouTube user is between USD 300-3,000
30-70% of the MENA YouTube users have
University Degrees
28-65% of the MENA YouTube users use data
on their smartphones
6 Google Confidential and Proprietary

7. 7 Google Confidential and Proprietary

8. REACH
Google Confidential and Proprietary

9. 9 Google Confidential and Proprietary

10. YVA can be click to
Static image or flash play, auto-play and
companion, horizontal expandable
positioning configurable
*Currently available in the UAE, Saudi Arabia, Egypt, and Morocco
10 Google Confidential and Proprietary

11. 11 Google Confidential and Proprietary

12. 12 Google Confidential and Proprietary

13. 140
130
120
110
100
90
80
70
60
50
6/1/11 7/1/11 8/1/11 9/1/11 10/1/11 11/1/11 12/1/11 1/1/12 2/1/12
*Egypt, Morocco, UAE, KSA, **Q3-Q4 2011 Growth
13 Google Confidential and Proprietary

14. Daily YouTube Desktop YouTube Total
Impressions Homepage Masthead Mobile Roadblock
KSA
2.5M 4.0M 6.5M
UAE
800k 900k 1.7M
Egypt
1.5M 300k 1.8M
Morocco
1.4M 400k 1.8M
14 Google Confidential and Proprietary

15. IMPACT
Google Confidential and Proprietary

16. Making an Impact: Go Big With Video
Use the power of sight, sound, and motion
to attract attention and engage users.
Average interaction rate of 1.3%
Source: Google Internal Systems; Interaction rate = (Banner clicks + CTP + Click to watch + Click to replay + click to full screen + click to
channel)/(Total Impressions)
16 Google Confidential and Proprietary

17. Making an Impact: Be Hyper Visible
Leverage the maximum amount of homepage real estate to create
interesting video perspectives and user experiences.
Average interaction rate of an expandable YVA is 20%
*Actual expandable under development. Not final concept.
17 Google Confidential and Proprietary

18. Making an Impact: Incite Action
Encourage engagement and drive results.
Homepage ads spark buzz and brand
engagement. Viewers are 437% more likely to
engage in a key brand activity.
Source: Google Internal Systems
18 Google Confidential and Proprietary

19. And it’s easy…
Video Uploaded to YouTube
Simple Banner(s)
Exclusivity Reach Impact
100% Share of Voice for Use the power of sight,
24 hours, across ALL 11.8 million Impressions sound, and motion to
screens. engage your audience
19 Google Confidential and Proprietary

20. Viral doesn’t just happen
Give your advertising video a boost with promotion on the Homepage
Promoted on
The YouTube
Homepage
VIEWS PER WEEK
Natural viral
CVP SCORE
YouTube homepage ads are responsible for 86% of all views;
they increase expected views by over 600%!
Source: Millward Brown Viral Study, Aug 2010, This analysis has undergone peer review and full results have been published in the International
Journal of Advertising
20 Google Confidential and Proprietary

21. Best Practices
21 Google Confidential and Proprietary

22. …For Product Launches
Launch…and Launch Big with YouTube
22 Google Confidential and Proprietary

23. …For Brand Engagement
Propel Your Brand to Top of Mind
with the interactivity, and engagement
that YouTube offers.
23 Google Confidential and Proprietary

24. …to Complement TV
+
Drive incremental reach via YouTube advertising
24 Google Confidential and Proprietary

25. 25 Google Confidential and Proprietary

26. Formats
26 Google Confidential and Proprietary

27. Overview of advertising options on YouTube
Premium Expandable Mobile
YVA YVA Roadblock
Brand Channel Mobile Brand
Channel
27 Google Confidential and Proprietary

28. YVA can be click to
Static image or flash play, auto-play and
companion, horizontal expandable
positioning configurable
1. Currently available in the UAE, Saudi Arabia, Egypt and Morocco
28 Google Confidential and Proprietary

29. Daily
YouTube Desktop YouTube
Impressions Total
Homepage Masthead Mobile Roadblock
KSA
2.5M 4.0M 6.5M
UAE
800k 900k 1.7M
Egypt
1.5M 300k 1.8M
Morocco
1.4M 400k 1.8M
29 Google Confidential and Proprietary

30. Extend to new screens
Own all of YouTube for 24 hours, on any screen, by adding the mobile roadblock.
YouTube Homepage YouTube Mobile Roadblock
6.2M impressions per day 5.6 M impressions per day
+
30 Google Confidential and Proprietary

31. All homepage buys come with an upgrade to a brand channel and a
mobile brand channel to enhance your brand’s home on all screens.
Value
Add!
31 Google Confidential and Proprietary

32. YouTube is monetized in 39 different countries/territories
and available in 54 different languages/dialects
Americas Europe, Africa & Middle East Asia Pacific
United States United Kingdom Belgium Japan Taiwan
Canada France Netherlands Hong Kong Australia
Mexico Germany Sweden South Korea New Zealand
Argentina Ireland Poland Philippines Malaysia
Brazil Italy Russia Singapore Indonesia
Colombia Spain Israel India
Chile Czech Republic South Africa
Peru Hungary Egypt
Kenya Morocco
Saudi Arabia United Arab of Emirates
32 Google Confidential and Proprietary

33. 33 Google Confidential and Proprietary

34. UAE
YouTube Usage per Device Category
YouTube
Users
Total
(Devices 83%
independent)
n=778
PC
n=639 79%
Tablet 74%
n=192
Mobile
59%
Phone
n=500
Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use)
n=778; Q18: How often do you use the online video platform YouTube via the device for personal reasons?
Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=500; PC n=639; Tablet n=192
Google Confidential and Proprietary 34
UAE

35. KSA
YouTube Usage per Device Category
YouTube
Users
Total
(Devices
85%
independent)
n=771
PC
n=606 86%
Tablet
n=141 81%
Mobile
Phone 69%
n=563
Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use)
n=771; Q18: How often do you use the online video platform YouTube via the device for personal reasons?
Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=563; PC n=606; Tablet n=141
Google Confidential and Proprietary 35
Saudi Arabia

36. Egypt
YouTube Usage per Device Category
YouTube
Users
Total
(Devices
74%
independent)
n=282
PC
n=234 77%
Mobile
Phone 47%
n=111
Tablet 0%
n=1
Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use)
n=282; Q18: How often do you use the online video platform YouTube via the device for personal reasons?
Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=111; PC n=234; Tablet n=1
Google Confidential and Proprietary 36
Egypt

37. 37 Google Confidential and Proprietary

38. 38 Google Confidential and Proprietary

39. 39 Google Confidential and Proprietary

40. Playbacks Breakdown by Category
%, Jan 2012
8% 7% 9% 7%
2% 1%
3% 3% 2% 3%
3% 3%
6% 3% 9%
5%
5% 5%
8% 6%
7%
9% Other
8% 8%
9% Autos & Vehicles
9% 8% 6%
Education
11% Sports
18% 14% News & Politics
27%
Comedy
16%
Film & Animation
22% Entertainment
21% 33%
16% People & Blogs
Music
22%
19% 19%
KSA Egypt UAE Morocco
40 Google Confidential and Proprietary

41. Views Breakdown by Category
%, Jan 2012
11% 10% 9%
13%
2% 2%
3% 2% 5%
5% 7%
4%
5% 4% 8%
5%
9% 9% 9% 7%
Other
7% 7%
9% 8% Autos & Vehicles
12% News & Politics
15% Sports
18% 25%
Film & Animation
16%
Comedy
22% Entertainment
21% People & Blogs
15%
Music
35%
23% 21%
20%
KSA Egypt UAE Morocco
41 Google Confidential and Proprietary

42. 4X 18X 6X 6X 18X
Source: Homepage Impact Study, November 2009, updated December 2010. Median of exposed group as compared to control
group indexed at 100%.
42 Google Confidential and Proprietary

43. 43 Google Confidential and Proprietary

44. 44 Google Confidential and Proprietary

45. +
45 Google Confidential and Proprietary

46. TV vs. YouTube viewership
60
50
40
%
Daily Reach
of light TV viewers
30
%
20
%
10
%
Online
TV
0
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5
am
Time of
Day
Source: YouTube Media Consumption Study
Light TV Viewers = 0-16 hrs TV per week, n=213
46 Google Confidential and Proprietary

47. Delivering 4% incremental reach to TV
TV contacts
YT contacts
YouTube
TV Ads
Ads Reach
Reach 12%
69% 4%
incremental
reach
33% of those exposed to the
YouTube ad had no contact with
the TV campaign
Source: Samsung Masthead Study UK, Metrix Lab, July 2010
Target Audience: ABC1 Men 22-55
47 Google Confidential and Proprietary