Archive for the ‘2012’ Category

Programmatic Buying Key to Integrated TV and Online Video Ad Campaigns [Report]

Tuesday, November 13th, 2012
Programmatic Buying Key to Integrated TV and Online Video Ad Campaigns [Report]

Adap.tv put out their latest State of the Video Industry 2012 survey for Q4 and there's some interesting things that have changed. Remember, just last year, when it was TV vs. Online Video for all the ad dollars? Well, that's not the case any longer and now it's all about integrating the two into a cohesive and successful campaign. There's a lot more in the report and I'll cover that in other articles.

As always I like to start with the methodology to show you how the data was collected.

Q4 2012 State of the Video Ad Industry: Methodology

A survey of 700 digital marketing and media professionals was conducted in October 2012 on current attitudes and practices regarding digital video advertising. Participants were contacted via email, and asked to take an online survey. Participants were first asked to identify their companies as brands, agencies, trading desks, publishers, ad networks or DSPs. They then answered a survey of roughly 20 questions regarding their perceptions and practices relating to the buying and selling of digital video advertising. Some of these cohorts were later combined in some cases in the subsequent analysis when they were asked the same question and we didn’t find revealing differences in their answers. In other cases, results were cross-tabbed, to identify differences in each constituents’ viewpoints and practices, as a way of identifying industry disconnects that could hold back the emerging digital video advertising market, or reveal opportunities to improve everyone’s overall satisfaction and ROI.

So it's a small cross section of the industry but it can be used to glimpse the larger picture. 51% of respondents were at an agency while 19% were publishers, 11% were brands and another 11% were ad networks. 6% were DSP and 2% were trading desks.

TV and Online Video Complement Each Other

Whoa! Stop the presses! TV and online video ad campaigns are now being aligned with each other? Yep, that seems to be the case as the majority of respondents said that online video should be more aligned with TV than with display advertising. It seems that the industry is catching on to that whole "it's actually video" thing. In fact, this year the largest budget hit to make room for online video advertising, was display which saw a 37% reduction in spending moved to video. Second on the hit list to pay for video? Print, followed by broadcast TV which saw a 27% reduction.

97% of respondents said that online video ad budgets increased and it averaged out to a 27% bump for it. They're predicting that it could see another 20% increase for next year as well. Good news for content creators who are looking to monetize by showing ads against their library. Cable did hold out fairly well this year though with just a 13% drop and the old reliables of search and direct response maintained most of their budgets instead of handing it over to video.

So broadcast took a hit, cable didn't really, but the major thing I think to take away, is the fact that 58% believe that they are going to be planning TV and online video ad campaigns together, a 10% rise from Q1. There's definitely been a change in the winds it seems. In fact, 67% believe online video to be a direct complement to TV. It's also predicted that 80% of all ad buyers will be planning TV and online video together.

What this all means is that there's going to have to be drastic changes as some places in regards to planning because a whopping 54% believe that TV and online video are too "siloed." The majority of that majority say the digital group does the digital video ad buying separate from the TV buying. Almost half of the publishers say they've been dealing with TV buyers directly, so things certainly are changing these days.

So it seems that a cease fire in the video ad war has been called and a truce signed. TV buyers are seeing the potential of doing more integrated buys with online video and that should mean more money flowing more freely into online video advertising on the whole. It should also mean that we might start seeing some super cool cross-platform video-based advertising campaigns. So dust off that content library and start shopping it around for ad placement because it seems the buyers are coming, the buyers are coming!!

You can also watch the debut of the report with commentary from Adap.tv’s president, Toby Gabriner:


YouTube Custom Thumbnails and Tags Made Easier with New Upload Features

Friday, November 2nd, 2012
YouTube Custom Thumbnails and Tags Made Easier with New Upload Features

So in the midst of testing out a brand new YouTube, creators have also been given a few more things to work with during their video uploading.  These are some minor changes, but they add convenience to the process.  Announced on the YouTube Creator Blog, creators now have the ability to upload videos that don't go to a subscriber's feed or e-mail if they so choose, you can upload a custom thumbnail during any point of the video upload, and the tags editor makes it easier to distinguish your tags as you write them out.  So let's explore this further.

YouTube's New Video Uploading Features

To Notify or Not to Notify, That Is the Question

The first feature is that they've customized the ability to notify subscribers of new uploads.  There are times maybe when you have a video that you don't want to announce for whatever reason, like a "behind the scenes" video or something like it that tends to clutter up a homepage.  So now, under your advanced settings, you have the ability to check/uncheck a box that says "Notify Subscribers."

Custom Thumbnails Uploaded Any Time During Video Upload

YouTube used to make you wait until the bitter end of your video upload to start messing around with thumbnails.  Of course, the ability to custom upload thumbnails hasn't been around long enough for some of you to have gotten really frustrated at this.  But now you can upload custom thumbnails anytime during the upload.

YouTube has a set of guidelines for custom thumbnails here.  You should really take a look at that before doing anything with them.

Tags Now Easier to See During Typing

Finally, tags don't look like a jumbled mess of words and commas when you type them in.  Now, when you type a tag and hit enter, there will be a blue box around it so that it shows you exactly what you are typing in as a tag.  This takes a lot of the confusion out of tag writing for many creators, who aren't sure what those tags will look like after the video is published.

These are all small things, for sure, but they are welcome additions to video uploading that make things a little easier to navigate and customize.


YouTube Testing New Site Design Again: Here’s How to Preview It!

Wednesday, October 31st, 2012
YouTube Testing New Site Design Again: Here’s How to Preview It!

What is certain in this world is death, taxes, and YouTube changing their site about every 5 minutes.  And also, not everyone will see the changes and it makes everyone else who knows their YouTube has changed seem crazy.  Heck, I have two laptops and they show different YouTubes from each other today.  What is being implemented is a cleaner look that many compare to Google+, where Google continues to try to integrate all of their properties into one uniform look.  The new YouTube has some cool features, and some things that are missing from the previous version.  So let's take a look.

YouTube: Before and After

First, here's what the new YouTube looks like:

And here's what it used to look like and still looks like on other computers:

So you may notice that things look a lot cleaner, that left side isn't so busy with menu items, and you can actually close many of them out. When you click on a channel in your subscription list, you are taken to a page with the exact same format as the home page, and it will show you all of that channel's recent uploads and likes and whatnot. You can choose whether you just want their uploads or all of their activity.

What seems to be missing is the ability to give a "blanket" command to "show uploads only" for all channels all at once, but you can customize each channel to show only uploads or all the activity. That might be cool for some, frustrating for others.

There is also a video counter next to the subscribed channels in your list.

Also, when you click on a video, you'll still be able to see all your subscribed channels on the left side. You also have a drop-down menu on the left side that I'll call the "More" menu underneath all of your subscriptions. If you have clicked on a channel in your subscription list, the pull-down menu will be, "More from (so-and-so's) channel." If you clicked on a video from your "Now Playing" page, it will be a "More from Now Playing" menu. Here's an example of the change:

And here's the old version:

YouTube also appears to have gotten rid of the "From YouTube" list from the previous iteration, which gave you broad genres like music and entertainment, but it also had a nifty "trending" tab that I liked to go to, because it would show what videos were getting a flurry of activity that day.

Get the New YouTube with Google Chrome Hack

For those of you who cannot wait to get the new YouTube design, there's a hack for people who use Google Chrome, as provided by OMG!Chrome!:

1. Open Chrome, and head to youtube.com. Once the page has fully loaded, and with Chrome in focus, hit Ctrl+Shift+J – (Alt+Cmd+J in OS X) – to bring up the console.

2. Enter this line of code:

document.cookie="VISITOR_INFO1_LIVE=jZNC3DCddAk;"

3. Hit the enter key on your keyboard and refresh the page.

If that doesn't work, OMG!Chrome! got a second line of code from a commenter on the site:

document.cookie="VISITOR_INFO1_LIVE=jZNC3DCddAk; path=/; domain=.youtube.com";window.location.reload();

You should be able to then enjoy the new YouTube.

Do You Like the New YouTube Design?

My initial thoughts are that I like the new design.  It appears to make things a little more convenient to navigate, and it's more organized.  But I'm sure it will upset a whole bunch of people, because it always does.

Here's a video of someone taking a look at the new YouTube.  There are some different looks than from what even I've shown above:

Click here to watch this video.

Anyway, what do you think of the new design?


Research Finds B2B Marketers Increasing Investments in Online Video for Content Marketing

Thursday, October 25th, 2012
Research Finds B2B Marketers Increasing Investments in Online Video for Content Marketing

It's been kind of a B2B week for me and what I've got covered. Earlier in the week LinkedIn announced that they've now got video ads. Today I've got some research from Brightcove, Content Marketing Institute and MarketingProfs that generally talked about content marketing for B2B but had some interesting things in regards to video in that context.

Now there's no methodology offered in the report I received and all three companies involved seem to be selling some service that is directly related to the topic. So I can't ascertain the validity of the numbers, I can only offer them to you with the caveat that they are unverified because of no methodology section in the report. All I have is that it was a 'national survey of more than 1,400 marketing professionals.' That's a pretty big cross section when the whole of the industry might only be in the tens or hundreds of thousands of people.

Video as a B2B Marketing Tool

Video, as a B2B marketing tool, ranked 6th in their usage graph behind case studies, blogs, newsletters, website articles and social media which led the way wit 87% using it. At 70%, video topped white papers, webinars/webcasts (another form of online video), research papers and a whole lot of other strategies.

In fact, video rose from 52% last year to 70% this year making it the second largest jump year-to-year topped only by research reports.

Video is still thought of as effective by the majority of B2B marketers with 58% vs 42% who don't believe it is. That places it fifth in that list with in-person events topping the list and case studies a close second. Webinars/Webcasts showed a 61% confidence level as well.

Distribution of B2B marketing Content

Not surprisingly, LinkedIn topped the list of ways to distribute all this B2B marketing content. Twitter followed second then Facebook, YouTube, Google+ all topped the darling of the year, Pintrest. Vimeo made the top list with 12% using it placing it 8th overall. Well done Vimeo! LinkedIn is the big story as they jumped to 83% usage and knocked Twitter off the top of the list.

That's a Wrap

In terms of video that's about all that was covered in the report. However, for those doing B2B marketing, especially in the B2B marketing content creation industry, there are some pretty interesting insights in the full report that you might want to look at. Like the fact that 44% of those surveyed outsource their content creation and 42% said they do both in-house and outsourced content creation. Meanwhile, 64% say the major problem is producing enough content, where 52% say it's making content that engages. All of that smacks of opportunity to me.


Social Graph Shows Video Marketing Effective for CPG, Retail and Entertainment

Thursday, October 25th, 2012
Social Graph Shows Video Marketing Effective for CPG, Retail and Entertainment

33Across put out the Q3 2012 Brand Graph today giving some interesting insight into what's happening with audiences across eight verticals. It's not all video related but for three key verts; CPG (consumer packaged goods), Entertainment and retail, there is some interesting insights, so I thought we'd take a look.

Methodology

The brand graph contains data and insights to , "…predict and reach millions of new brand loyalists and to inform and guide their overall advertising strategy and spend." It covers over a billion users (1.25) via the largest social interest graph containing over 500,000 websites so it's pretty big stuff.

The 33Across quarterly insights report analyzes category-specific online social behaviors, (video, sharing, and search), as well as top interests (news and media, online gaming, movies, and more) to help advertisers guide direct response and brand marketing strategies. The results were culled from 114 advertiser campaigns by 85 brands within 8 vertical categories from July to September 2012.

Q3 2012 Insights - Social & Video Viewing Habits

It seems consumers are shifting away from watching retail video and shifting toward watching far more consumer packaged goods videos. In fact, there was an increase of 44% in video viewing for the CPG category from Q2 to Q3, indicating that CPG consumers are almost 1.5X more likely to watch online video than the average Internet user.

The loss in video viewership for retail is about 22% but it's not bad news really.

On top of the rise in video viewing for CPG it also is seeing some major brand uplift at 49% and some lower CPA, 20% lower. According to 33Across:

Within this category, top interests included online gaming, movies, and travel. These strong results underscore the need for CPG advertisers to identify and take action on the social and consumption habits of the consumers most likely to purchase and become brand loyal.

Too bad it's such a small average audience size of just 6.5 million while retail is at 40.4 million.

As for retail, they saw a large dip in cost per sale meaning some pretty good ROI probably since they had to spend let to get the customer acquisitions. Seems like, even with the lower video viewing, it's still working and working more effectively. So if you're in retail or pitching to retail companies to make their product videos, right now looks like a great time to do that, especially with the holiday shopping season creeping up.

On the Entertainment side of things we see that video viewership rose slightly, 7%, in the quarter. Sports, travel and online dating topped the interest lists. At 38% conversion it seems like if you're in the entertainment vertical video is definitely working well for you as you're converting more than one in three times.

For the other verticals search is still going strong for many. Oddly sharing seems to be working well for financial services and blog consumption for telecom.


Online Video Viewing in Latin America is Evolving, Rápidamente!

Thursday, October 18th, 2012
Online Video Viewing in Latin America is Evolving, Rápidamente!

comScore just put out some numbers for Latin America in regards to online video. I figured it's entirely possible that some of our readers have interest in the region and so I compiled a couple releases to take a look at how online video viewing is moving along with our neighbors to the south.

Mexico Leads the Way in Video Viewing

Mexico dominates Latin America with viewers averaging 14 hours of online video viewing a month with more than 80% of Mexican Internet users watching video. According to the comScore report, around 23 million Mexicans, 15 and older, watched some 3.5 billion videos which came out around 155 videos per viewer (with the odd definition of a video by comScore). Massive change over the past year and it's probably lower than actual numbers as they did not include public computers, etc (see below).

Online Video Viewing in Mexico - August 2012 vs. August 2011
Total Internet: Mexico, Viewers Age 15+ Location Home/Work*
Aug-2011 Aug-2012 % Change
Total Unique Viewers (000) 20,103 22,873 14%
Videos (000) 2,400,856 3,537,414 47%
Videos per Viewer 119.4 154.7 30%

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs

Their 14 hours a month are, not surprisingly, dominated by Google with Grupo Televisa and Hispavista Sites coming in near the 1.5 hour mark each. An hour also goes to VEVO with other popular sites including Ustream and Dailymotion.

Top Mexico Online Video Content Properties Ranked by Unique Video ViewersAugust 2012
Total Mexico – Viewers Age 15+, Home and Work Locations*
Content Videos Only
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
Total Internet : Total Audience 22,873 3,573,414 831.3
Google Sites 19,485 2,187,880 393.6
VEVO 12,687 229,569 60.3
Viacom Digital 7,916 57,497 24.6
Facebook.com 6,491 28,581 17.9
Grupo Televisa 2,125 44,349 91.2
Ustream 2,088 21,171 45.8
Microsoft Sites 2,063 21,719 27.8
Hispavista Sites 1,766 25,063 82.7
Dailymotion.com 1,670 13,303 43.0
Yahoo! Sites 1,532 6,117 27.1

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs

Chile Dominates in Most Videos Per Viewers

Not to be outdone by soccer rival Mexico, Chile topped the charted with more videos per viewer than anyone else at 171. There are only around 6.8 million Chileans, 15+, watching online video but it's about 92% of the Internet-using population. They consumed 1.2 billion videos themselves and totaled up 13 hours a month per viewer. Year-to-year video numbers are up 48% and videos per viewer are up 39%.

Again, not surprisingly, Google rules the roost but VTR Globalcom is close behind and Canal 13 pulled over 2.5 hours per viewer. After that, Dailymotion leads the rest of the pack in Chile with just under an hour of viewing time per viewer.

Top Chile Online Video Content Properties Ranked by Unique Video Viewers - August 2012
Total Chile – Viewers Age 15+, Home and Work Locations*
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
Total Internet : Total Audience 6,827 1,173,618 765.1
Google Sites 6,129 966,282 379.3
VEVO 3,684 56,781 47.9
Viacom Digital 2,471 16,188 21.2
Facebook.com 2,116 9,506 15.9
Terra – Telefonica 1,040 19,905 28.7
Empresa El Mercurio S.A.P. 975 7,480 6.1
Ustream 840 7,825 53.8
Canal 13 682 6,812 157.5
Dailymotion.com 660 5,615 58.9
VTR GLOBALCOM 646 18,093 311.7

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs

Final Thoughts – Expand Your Audience Inmediatamente!

Other Latin American countries with high percentages of total population watching video include Argentina where 96% of the online population watched 117.2 videos per viewer in August, Brazil (84 percent reach, 125.4 videos per viewer) and of course, Mexico.

Clearly if you've got a product to market in Latin America you've now got some ideas on both where to advertise and where to target for maximum effectiveness. It also seems that it might be wise to start making some translated captions in Spanish and Portuguese for those major product videos etc. Much easier than going and getting complete voice tracks done, but that might be an option for you as well.


If the U.S. Presidential Election Were Held Today, Who Would Win the YouTube Vote?

Monday, October 1st, 2012
If the U.S. Presidential Election Were Held Today, Who Would Win the YouTube Vote?

Political junkies – and even some undecided voters – will tune in to watch Wednesday night’s first general election debate between President Barack Obama and former Massachusetts governor Mitt Romney.

As Chris Cillizza wrote yesterday in The Washington Post, “Think of it like the Super Bowl, but for politics; even if you don’t like the game all that much, you tune in because it’s a cultural happening. (And yes, we are aware that we just called a presidential debate a ‘cultural happening’.)”

If you need more evidence that the presidential debates are highly influential, check out SourceFed’s “Most Influential Debates.”

Click here to watch this video.

For TV viewers, the race is still relatively close. According to RealClearPolitics, Obama is currently getting 48.7 percent of the popular vote and Romney is getting 44.6 percent.

But, if the US presidential election were held today, who would win the YouTube vote? It’s game over.

Click here to watch this video.

According to the Unruly 2012 Election Tracker, Obama’s YouTube videos are getting 70 percent of the views, 49,168,183, while Romney’s YouTube videos are getting 30 percent of the views, 21,393,183.

And Obama’s videos are getting 62 percent of total shares, 4,912,540, while Romney’s videos are getting 38 percent of total shares, 2,989,930.

  • On blogs, Obama’s videos are getting 59 percent of shares, 3,793, while Romney’s videos are getting 41 percent of shares, 2,602.
  • On Facebook, Obama’s videos are getting 60 percent of shares, 4,381,245, while Romney’s videos are getting 408 percent of shares, 2,895,904.
  • And on Twitter, Obama’s videos are getting 85 percent of shares, 527,502, while Romney’s videos are getting 15 percent of shares, 91,424.

About the only category where Romney is leading is comments on his campaign’s YouTube videos. Romney’s videos are getting 54 percent of comments, 116,338, while Obama’s videos are getting 46 percent, 100,377.

It’s also worth checking out which videos are being shared.

As of Sunday, the #1 video being shared by Obama’s supporters was “Sarah Silverman | Let My People Vote 2012 – Get Nana A Gun.” (Sarah drops the f-bomb in the video. But, if you’re a fan of her satirical comedy, then you’ve already guessed that.)

Click here to watch this video.

The #2 video being shared by Obama’s supporters was “Wake the F**K Up (NSFW).” (Samuel L. Jackson drops the f-bomb, too. But, if you’re a fan of his films, then you’ve already guess that.)

Click here to watch this video.

The #3 video being shared by Obama’s supporters was “Cheryl Describes Meeting Mitt Romney – OFA Colorado.”

Click here to watch this video.

The #1 video being shared by Romney’s supporters was “No, I Can’t.”

Click here to watch this video.

The #2 video being shared by Romney’s supporters was “Mute Button.”

Click here to watch this video.

The #3 video being shared by Romney’s supporters was “We've Heard It All Before" (Extended Cut).”

Click here to watch this video.

Now, I won’t claim that the TV debates aren’t important, or that YouTube will determine who wins this year’s presidential election all by itself. But, 85 percent of Americans age 18 and older use the internet. And 71 percent of these online Americans use video-sharing sites such as YouTube and Vimeo, according to the Pew Research Center’s Internet & American Life Project.

How big is this audience? Well, that’s about 60 percent of all American adults.

So, if Obama holds a commanding lead among the 60 percent of all Americans 18 and older who use video-sharing sites, then Romney needs to have an even more commanding lead among the 40 percent of American adults who don’t use them.

That’s not impossible to do – which is why everyone – or almost everyone – will watch Wednesday night’s first general election debate between President Barack Obama and former Massachusetts governor Mitt Romney.

Although, I’m not required to provide equal time for opposing views, let me conclude by presenting a contrasting viewpoint. It is also from SourceFed, which asks, “Do Debates Matter?

Click here to watch this video.


Online Video Doesn’t Need to Replace TV, and Won’t

Wednesday, September 12th, 2012
Online Video Doesn't Need to Replace TV, and Won't

We all know the numbers, or at least, have an idea.  Online video burst on the scene not too long ago, and we have studies upon studies about how well it's doing and where we think it's going.  For every study that shows amazing growth, there is always somebody out there who has to make a point that, "Well, it's not TV.  It's still in TV's shadow," and so forth.  My answer to that is, "So what?"  Who says online video absolutely has to pull even or surpass TV to be legitimate, or recognized, or convince anyone that it's a strong medium and getting stronger?  It's here to stay, and it has a lot going for it.  I took a step back.  I looked at the state of online video.  Here's what I see.

Online Video Is Currently Amazing, Getting 'Amazinger,' and No Need to Compare It to TV

Here's something amazing that happened in the past couple of years, but has hit a great stride this year:

1. More and more big events have become available live online.

We've seen Bonnaroo and Lollapalooza and a number of live music acts on YouTube take off in the past couple of years.  The ability to see these events live is a godsend.

With sports, CBS started the big party with NCAA football and the NCAA Basketball Tournament being available online and on mobile, and they've been doing it for awhile, but recent big games thrust their success into the spotlight.  Last year's LSU-Alabama regular season game and the rematch in the BCS Championship scored huge numbers.  The thought that these games couldn't thrive, or would hurt the TV ratings, was crushed.  But we still heard the worries as NBC prepared to offer the Super Bowl online for the first time.

All this fretting soon proved groundless, as NBC saw a huge game that would have already been a ratings blockbuster come in with record ratings, PLUS they got all those live streams in there (2.1 million, a record) and added to their already huge audience.  Then, NBC put the Olympics online and enjoyed a great amount of success with that, too.  Hundreds of millions of streams played across the world.

You can watch most of this stuff on a mobile device, too.  How incredible is that?

These record numbers just happened.  In the last 9 months.  These are the biggest events and they didn't hurt the TV ratings.  They scored because, hey, there are people who don't have a TV or access to a TV all the time.  People with a TV will watch it on TV.  People who can't...have an option...finally.

This should only mean more big events will be available online in the future.

2. There is no need to compare video to TV.

It's an easy comparison to make, since video and TV are basically in the same business, but one has been around longer than the other.  Video is trying to get the ad dollars that TV currently enjoys, but it has a reputation to shore up.  Advertisers are skittish about certain entertainment that makes it online, which is one of the big reasons why YouTube began the "Original Channel Initiative" that rolled out this year.  They were looking for easily-identifiable, marketable entertainers who advertisers could get behind.

But the comparison of video to TV is pretty ridiculous.  I have mentioned before that online video hasn't been around a long time.  You might want to trace online video's existence to the nineties, but it's current, viable form hasn't been around long.  The birth of YouTube in 2005 is a good starting point, but it's really only been the last 5 years, maybe less.  TV has been around since the 1920's and a TV set was only in 1 out of every 10 households by 1960.  We now are in an age where there are about 3 TVs per household in the U.S.  TV has been with us a long time, about 90 years.  Some will cut the cord.  But it's never going away, and it's time to stop thinking of video as some "TV-killer."

Even so, online video has been around a miniscule amount of time compared to TV.  TV's presence has built generations upon generations of a following and the ad model is pretty well established.  But even its measurements are controversial.  Yet, somehow, advertisers and experts want video to be TV right now, or hold video to a higher standard.  What we know about TV and online video is that people don't like to watch traditional, interruptive ads.  Unfairly, that measurement is much easier to do in the video realm, where all the tracking services can see whether or not you skipped an ad if you have the chance.  No one knows how many people get up to go to the bathroom or make a sandwich during live TV ads or forced-upon video ads.

Which brings me to this point:

3. Online video is forcing brands to become more creative with their ads, where content is king.

Red Bull's "Lifestyle of Mountain Biking" breathtakingly shot in Nepal:

Click here to watch this video.

People will watch ads.  The Super Bowl is an example.  Do you know why Super Bowl ads are given so much attention?  Because ad companies spend a whole year, maybe more, coming up with those ads and focus on content.  They have to focus on content.  This is an expensive amount of time they're buying.  The thing is, if you can make an ad that people will talk about and share with others, you can get a huge audience and not have to spend millions on a time slot.

The share-ability of online video is something that is being studied, worked on, and being hammered down into a science by a variety of firms.  We talked with Unruly about what makes videos go viral, a term that is slowly becoming less and less in favor because virality is viewed as an accident, and those who study the phenomena of online video have narrowed down what makes a video become popular.  What it comes down to is being willing to make content that does not focus on advertising but a story.  And brands have to do this in an entertaining way, use all the forms of social media and sharing out there, and get that video talked about.

I think what online video is proving more and more is that advertisers need to find a way where consumers come to them, rather than the traditional model where they stick an ad in front of or the middle of something else.  Even when the consumer is forced to watch the ad, there is no guarantee that they will actually watch it.  This is why brands are starting to come up with their own shows, or at least sponsor their own shows, where their product is displayed or even better, used in the plot in a meaningful way.

By making content that people have actually clicked on to watch, on purpose, that's how advertisers can officially start measuring the effectiveness of their campaign.  I think online video has proved more than ever that the "forced viewing of ads" only goes so far.  Making something people will talk about and search for is way more valuable.

4. At some point, exclusive, great content will need to be more important for online video to grow, and perhaps the willingness to advertise in places other than online.

Tom Hanks' Yahoo series, "Electric City:"

We've seen almost every online brand get into video in some form.  Huge offerings from Netflix, Hulu, Facebook, Yahoo, etc. have been getting into original series.  And I think at some point, these companies are going to need to advertise on TV and newspapers that big, fun, original series are playing "only on this online network."  There seems to be an aversion to using that other media out there to advertise online video.

Maybe the money isn't there to pull out some ads on TV for an online video series (although the new Halo series definitely has the money, and we know there are plenty of YouTube channels with some cash to spend).  There has been a lot of time spent making a series look like an event...online, but online video seems to refuse, almost like a kid brother, to advertise on TV.  Hey, movies do it.  And there has long been an "animosity" between movies and TV.

Let me tell you a bit about the new Seinfeld web series, "Comedians in Cars Getting Coffee."  It's doing OK.  4 episodes in, it has around 300,000 views total on YouTube.  No idea how it's doing on Crackle, the Sony-owned site that is behind the show.  But that's not the point.  I told someone that loves Jerry Seinfeld about the show...and he still hasn't seen the show.  Why is that?  Probably because there isn't anything that advertises it (you know, reminds people to watch) anywhere except online.

Those of us who spend a lot of time online and researching online video know about a lot of these shows, but there are still times I totally forget that a show is running.  And online video has never been a place where appointment viewing has been all that important, since it has "long tail," it gets lots of views after its initial release and is there forever and ever.  But maybe video should try to find a way to make shows more of an event.  Maybe this is where social media comes in.  Have a show air at an allotted time and make it a social event, or offer exclusive content (deleted scenes, interviews, etc) that people feel like they are missing something if they don't watch it on the appointed date.  The way things are now...what is there to remind you a show is playing and deserves your attention?

The Future of Online Video Is Bright, But Let's Be Reasonable

Online video is here to stay, and it's getting better.  Let's just not sit here and expect it to destroy TV as we know it, and compare it unreasonably to a 90-year-old institution.  Video still has a lot to learn to grow further, but hey, it's a very young medium.  It has a growth rate that surpasses TV's humble beginnings, but we move a lot faster these days, and we want everything to happen now and criticize when it somehow doesn't meet up to the lofty standards set by other media.

Well, that's my two cents, anyway.

Tags: 2012, events, future, research, study, Video Trends & Research, ^Featured Insights


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