Company: Daniel Stewart
Surge in unique visitor volume in July
?? Site Analytics, [wwwsiteanalytics.compete.com] has identified that blinkx’ US unique visitor volume (UV) surged in July by 33% month-on-month, and by 168%
YoY, to 7.862m/day. This contrasts with volume at the 5.1 to 5.5m level in H1’11.
?? This may be a temporary move, but it places blinkx on a footing in the US with
video.google.com. July data for video.google.com shows 8.93m unique visitors
(No.1) with blinkx a close No.2 (14% lower) at 7.86m. video.aol.com trailed at
1.73m and veoh.com at 1.37m.
?? We suggest that the surge may be an early indication of the fruits of blinkx’
acquisition of Burst Media, which accesses some 61% of the online US video
viewing population. blinkx’ stated aim is the rapid integration of Burst’s content
and reorganisation into its verticals, aligned with general categories available to
its advertising partners.
?? Search volume, for which the UV (unique visitor) parameter charted by
SiteAnalytics is one proxy, is the key driver for blinkx’ revenue model, driving
searches towards approved material within its library of 300m+ hours of material
(e.g. in “how to” sites, auto or cookery online magazines, historical archives etc.)
and thence triggering targeted ads from its clients. blinkx reported that its cpm
(ad rate) of $18-$20 is significantly above that of Burst (<$2) offering potential
leverage on it acquired viewing customer base.
