Fast-Growing DailyMotion Seeks to Double its U.S. Market Share this Year

By on 02/05/2010 6:57 AM @beet_tv

DailyMotion, the Paris-based video sharing site which enjoys considerable popularity in Europe, has been making progress in the United States, registering at number 17 in comScore's ranking of U.S. video sites in December.

In 2009, the site enjoyed a seventy percent jump in traffic in the U.S. with 12 million monthly unique visitors  consuming some 130 million videos per month.

Earlier this week, I spoke with Joy Marcus, head of DailyMotion's operations in the U.S. and Canada.  She says that the company seeks greater market share and is planning a sizable marketing effort to make this happen.

I spoke with Joy at the AlwaysOn conference after she participated in a panel on online video moderated by Peter Kafka.

Beet.TV keeps it visibility up on the Continent with its channel on DailyMotion.

Andy Plesser, Executive Producer

Video Transcript

Andy Plesser:  You guys are doing great in Europe and what's happening in the States and North America for you in terms of the advertiser reach and in terms of the consumer reach and where might that be going this year?

Joy Marcus:  We're doing great. So in the US market we had about 70% growth year over year this year. We're at about 12 million uniques in the US. That, among video viewers, that is about 10% reach. So that's pretty significant reach in the US market. I think, you know, when we launched the site we were really nowhere, so seeing really exponential growth in the US market.

We've become a "go to" player for advertisers, part of the video buy, which I think is quite significant. I think one of our key challenges for this year is to build an even stronger consumer presence and brand presence in the US market, which is something we're quite focused on. People are finding us, but they don't necessarily know our brand that well and I want to change that this year.

Andy Plesser: 
So how are you going to do that? How are you going to raise the visibility for the brand?

Joy Marcus:  Uh, we have lots of marketing plans, obviously, but I think just getting our message out, which is quite clear to the very very loyal user base that we already have, loyal and growing user base that we already have, which is all about quality video on the web.

So, you know, some of our competitors are excellent search engines and excellent aggregators of video and you know more power to them; they do a fabulous job. I think what we do better than anyone else in the market is help users discover the best of web video and sort of bring it to the forefront, program it for them, lead them from one video to another in a way that makes sense to them.

So, for example, our Comscore engagement metrics compared to our competitive set are through the roof. And I think that is a function of how well we program our site. Once someone finds us, they love us. My line to my staff is basically "To know us is to love us."

I think one of our challenges is continuing the growth this year. I'd like to see even higher than 70% in 2010. Seventy percent was fabulous. So aggressive goals for 2010 and making consumers understand the message so that they actually come looking for us.

Andy Plesser:  So tell us a little bit about the multi-platform strategy that you guys have going.

Joy Marcus:  It started in Europe. We have a distribution deal through SFR, formerly Neuf TV, which is a leading cable provider, so it's a connected TV distribution for our service in France. Very popular, generating a lot of traffic for us, a lot of monetizing traffic for us. We are on Fios TV in the US and we are on the Sony Bravia internet link, so we're already distributed on connected TVs in the US and in an IP TV environment in the United States, and that's about to get much much bigger this year.

New TVs will be shipping with our destination embedded. So they're connected TVs that are being distributed by the likes of Samsung, one of the leading TV manufacturers in the world and in the US. So we're really going to be pretty much fully distributed on connected TVs and on platforms like Boxee and Roku that connect TVs for those who may not actually be purchasing a new TV this year.

We also just launched an iPhone app. We've always had a very iPhone compatible version of our website and now we have actually an app. 

Andy Plesser:  Speaking of the cutting edge, you guys have been embracing the open video movement, at least in a sort of experimental way. [Yes, yes we have] YouTube has, in a certain respect; they announced a couple of weeks ago. What is the opportunity for HTML5?

Joy Marcus:
  You know, the jury's out on it. It's fabulous, it doesn't require download, it is readily available to anyone, it's a great platform. We were among the first, I think maybe the first, to develop an HTML5 player. Ours is the only one that is compatible right now with every browser that takes HTML5. I think we all know we have this sort of IE issue with HTML5 that I think will be resolved pretty quickly. And we're gonna watch and see. See what user adoption is like, how many people switch over on our site. If any volume occurs in that we're going to take it very seriously. We are going to be looking to make sure that the user experience is as good or better than it is in Flash, and we are going to be mindful of advertiser needs within the player for HTML5. So I think it's extremely early and at the forefront, we believe in open, we're a strong advocate of open, and we just wanna, we also just want to give users and markets, our two primary clients, if you will, what they need.

Recent Videos
image
comScore Readies Measurement Tool for Connected TV’s

Responding to a dramatic increase in video consumption on connected TV’s, comScore is readying a measurement tool to tabulate views on the devices and will roll it out this year in the U.S., says Serge Matta, CEO in this video interview with Beet.TV.   He says that comScore is already measuring OTT ...

image
Tim Armstrong’s Goal of “Open” AdTech Dominance: “Open is the New Black,”...

In a  keynote address to some 500 leaders of the adtech industry gathered in New York by the investment bank boutique LUMA partners, AOL CEO Tim Armstrong shared an expansive  view on the sale of AOL to Verizon and the future of AOL.   He spoke about the future of an open, interoperarable tech stack ...

Jon Steinberg, DailyMail
DailyMail’s Steinberg: The Threat to News is the Media Agencies

It’s not porn, it’s not file sharing, yet many media agencies equate news with these unsavory categories – and they are keeping their distance and limiting ad spend. The threat to news is not the lack of journalists, it’s the way news is seen by advertisers, primarily by the ...

image
David Bell: “There Will be Roadkill in the Lumascape”

At the upcoming Cannes Lions Festival in France next month, a vast numbers adtech companies will be vying for attention but there will be an inevitable winnowing.   Consolidation will continues with the growth of larger, open platform technology companies.  “There will be roadkill in the ...

image
Being a Change Agent = Reading Trends, Simulmedia’s Dave Morgan Says

The ad market should brace itself for huge digital transformations in the next few years. Changes that have been afoot for sometime now are on the cusp of hitting the market hard, says serial entrepreneur Dave Morgan, Chief Executive Officer for Simulmedia, who talked about these shifts in the ad ...

image
China’s Search Giant Baidu in Strategic Alliance with Taboola

Baidu, China’s largest search engine, has entered into a strategic investment with content recommendation company Taboola, the companies announced today.   Terms of the agreement were not disclosed. The deal gives Taboola a giant foothold in the Chinese market which does not widely use content ...

image
Video Ad Trust Is A Mess: Coull CEO Watkins

Through initiatives like the Media Ratings Council defining what truly constitutes a “viewable” ad, the industry has come a long way to eradicating fraudulent practices. But the spectrum of viewable ad-measuring platforms spawned by the search for accuracy means video ad sales are still in a ...

image
Xaxis Deal ‘Critical’ To AppNexus’ Future: CEO O’Kelley

Last year’s deal in which WPP’s Xaxis programmatic unit divested its ad-serving technology to ad tech outfit AppNexus was forged in the snowy hills of the Swiss Alps. “For five years, we had a good relationship,” AppNexus CEO Brian O’Kelley tells Beet.TV in this video interview. ...

image
Nielsen, eXelate Will ‘Co-Build Products From Day One': Zagorski

Media measurement firm Nielsen and programmatic ad tech outfit eXelate had already worked together for five years before the former’s acquisition of the latter this March. Now they are working on the same journey. “We act as their data management backbone, taking a lot of their offline data and ...

image
VivaKi Lives On After Reorg: SMG’s Delaney

Ad group Publicis’ VivaKi digital division may be moving its programmatic experts out around the group, but that doesn’t mean VivaKi is dead. “VivaKi still lives on,” says SMG programmatic SVP Mac Delaney in this video interview. “It operates the SkyScraper platform, the ...

image
Automation is Getting Deeper In To Agencies: Rubicon’s has Integration w/ Digitas

It is not just brands that can use “programmatic” tools to buy ads on exchanges. Brands’ agencies, too, can use similar technology to buy advance ads on an order basis, says ad tech outfit Rubicon Project‘s SVP Jay Sears. “We’re seeing automation go deeper and deeper in to ...

Albert Lai, Brightcove
Brightcove Touts New Ad Insertion Services

Brightcove, the big online video platform company, has expanded its advertising tools including dynamic ad insertion and ad insertion for live programming, explains Albert Lai, CTO, Media.  We spoke with him last month at the NAB Show in Las Vegas. Brightcove calls its suite of advertising tools Once. For ...

loader