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You-sight

YouTube is introducing a new feature called YouTube Insight. The new feature will entail several new tracking abilities for those who want to advertise on the video sharing site.

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YouTube Insight provides insight on how a video is doing over time and geographically.  YouTube Insight will show a breakdown percentage of the countries that viewers are coming from and how long a video takes to perform well

“Effectively, YouTube has become an ad-effectiveness, or an insight-effectiveness, tool,” stated Tracy Chan, YouTube Product Manager. “YouTube has millions of viewers every single day, and has become the world’s largest focus group.”

Brands will also have information regarding the geography of content consumers.  This will enable artists or marketers to target certain audiences for their videos.

YouTube Insights lets you see information on the geography of content consumers, how long it takes for a video to become popular, and ongoing performance. The new metrics are available under the About This Video, which are available to publishers and consumers alike.

Google Analytics is probably having an influence here and upcoming features will include how visitors were referred to specific videos.

Ad-tech Sydney Brad Jakeman "The big idea strikes back"

Here are some notes I took from Brad Jakeman’s session which described the current lack of focus on getting the brand promise or big idea right.

Complicated communication channels as media became more fragmented and diverse.

  • – There’ve never been more communication channels available and yet we are
  • – So obsessed with the channel (the how)
  • – And have lost focus on the Content (the what)

“The step that precedes action is Engagement”

 US Stats – in 3 years time

  • US$6.9 billion will be spend on marketing and social Networking site.
  • US$2.9 billion mobile marketing
  • US$7.1 billion online video
  • Search will triple to $25 billion.

 Consumer Shift

Then Now
Passively Actively
Viewing Using
Listening Trialling
Reading Experience
Passing Playing
Absorbing Engaging

 

We’re not spending enough time developing interesting , attractive content.

  • 98% brand messages are not effective.
  • Brands now need to participate rather than enforcing themselves on it.
  • The average consumer is exposed to 2,904 messages each day.
  • Of those 2905, they pay attention 279
  • Of those 123 are from Read, Listen or Watch
  • 30 of those are disliked, and of the 83 that are left
  • Only 55 are liked and remembered. .which is a 98% attrition.

By not focusing enough on the what, we have allowed consumers to view what we do as pollution

I also liked this quote which suggested that ROI really stands for “Removal Of Imagination”

We still operate by pushing messages at our consumers rather than pulling them toward great ideas.

  • TV commercials lost to DVR zapping

The Big brand idea is greater than any cool ad and that idea should govern everything we do in all media channels.

He suggested that by 2010, 18% of ads would be screened out.

He then showed the this years Superbowl ads.

And commented that whilst these were great one-off ads, where’s the big brand idea?  At a cost of ~ $2.4 mm all they got was 60 seconds.

Big idea – an idea that’s big enough to drive a brand’s behaviour and language across all channels.

– I got the feeling he was talking about the Brand promise rather than an individual campaign idea.

  • It should be Media agnostic – can be executed across all consumer touch points.
  • Proprietary and unique – it is based on a truth about the business and its core customer.
  • It would sound disingenuous when another brand has said it before.

JETBLUE case study

  • The big idea “Bringing humanity back to travel”
  • Which drove out every function and experience that was delivered to their audience.
  • They used the “JetBlue” storyboard which was like a cockpit with webcams to record consumer stories
  • Airline horror stories is a very engaging topic that people like to talk about .. so this tapped into the positives and the consumers embraced it

5 lessons

  1. Shut up & listen – Start with the consumer. A big brand idea can’t be created in isolation of the consumer.
    85% jetblue consumers – will recommend jetblue a friend.
  2. It has to start at the top – The big brand idea has to be embraced by the CEO because it has to drive all facets of the business.
  3. Everyone in the company is a marketer – Everyone in the business has to be accountable for delivering the brand promise.
    (“invertise before advertise” which I thought was a great quote and refers to making sure your employees understand the big idea before the general public)
  4. Do as you say! Mass collaboration enabled through technology
  5. Insulates you from operations e.g. Feb 14, 2007 – Jetblue Disrupt most flights – 17,000 flights were cancelled.
    but despite this disaster consumers forgave JetBlue due to their loyal fan base, and the transparency with which they handled the crisis.

Conclusions

Media is becoming more complex but marketing is not – focus on some basic principles.

  • Start with finding the unique role your brand plays in your customer lives
  • New media is very important but don’t let it become the shiny object.
  • Be rigorous and relentless in driving the idea in every single thing you do.
  • Try zagging when everyone else is ziggling. – Know what your competitors are doing, but don’t be afraid to be different.  Create something that is unique. And make sure the content is superb.

5 keys to successful online video

Brightcove have just published an excellent whitepaper on 5 keys to successful online video.

The 5 keys are :-

  1. Create Context This refers to label and tag the videos to help with searching)
  2. Encourage snacking (displaying related videos around the main video)
  3. Produce for the Medium (i.e. short form content, bearing in mind not all genres are equal)
    – Av length is 2.6 mins
    – Less videos provide fictional narrative and drama, more at news, paparazzi video, individual personalities
  4. Use Internet Distribution
    -  Allow consumers to embed your videos
    -  Organise syndication with internet video distributors
  5. Monetize (for non branded sites)
    -  Need to thinking through how to integrate 15 sec pre-rolls
    -  For Brands .. the creation of 15 sec pre-rolls is an important strategy

  • With video becoming more and more popular as a medium, brands have a unique chance to join the conversation, sharing valuable content about related topics.

  • Ad-tech Sydney Mike Murphy (Facebook) keynote March 12th

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    Mike Murphy VP Media Sales Facebook (x-Yahoo) gave today’s keynote address and spoke on the Power of Social Media for Brands.  Some key take outs.

    Facebook Australia Statistics
    – now have 2.2 million
    – that is 1 in 5 Australia people online.

    Mike talked around the frequency of how Brands are mentioned in conversations without incentives.
    For example, there are
    – 118000 mentions of McDonalds
    – 7000 mentions of Ikea in their profile

    Polls
    You can now run polls on Facebook, and in this example people were asked on their preference for Vegimite, Marmite or neither), and in 14 mins over 500 responses were received.

    Trust and influence
    People are discovering their friends various passion points, and this is being used to influence purchasing behaviour, as well as close friends being trusted for all topics.

    Value of online media
    Mike showed some examples of branded online media
    Ali versus Ali (addidas)
    Aussie Week (which was is a clever travel log showing real people experiencing Australia)

    Distribution through Conversation
    Mike talked through the social graph to explain social networking

    Media spend
    4 to 5 % of budgets are being spent online in Australia versus 25% in the US
    He appealed to the industry to find better ways to measure engagement

    Examples of companies doing social media right
    1. Be a part of the experience
    Gillette Venus Breeze razors, which asked women to interact with experiences

    2. Maintain a daily dialogue
    JP Morgan / Chase bank.
    – Asked collegue students what was important to them in a credit card
    – Results suggested that points were important, but that they didn’t feel they would accumulate enough points
    – Chase responded with an application that enabled student to accumulate points together and then you could see how many points your network has
    – This was the most successful credit card campaign that Chase has done

    3. Give a reason to share
    Cloverfield movie .. created a facebook application which could run as a widget on users pages.

     

    What makes social media different and exciting? (some quotes from leading US ad execs)
    – The power of conversation
    – Like the difference between leaving a voice mail and the other person picking up and talking
    – Putting your brand out their and letting people contribute to it
    – How do you listen and engage consumer needs … over and above your brand needs
    – Creating a fair value exchange – experience for their attention

    Mobile ad acceptance grows

    A recent Nielsen study of more than 22,000 active mobile data users, shows gaining acceptance of mobile advertising in the US reports Marketing Charts.

    23 percent of US mobile subscribers (58 million people) say they have seen mobile advertising in the previous 30 days.

    Half of mobile data users (51 percent, or 28 million people) who recall seeing a mobile ad say they responded to the ad in some way.

    However, just 10 percent of US mobile data (e.g., text-messaging) users say they think advertising on their mobile devices is acceptable – but an increasing number appear to understand the value proposition of ad-supported mobile content, Nielsen said.

    Nearly 1/3 of mobile data users say they are open to mobile advertising if it lowers their overall bill, according to the survey.

    Among other findings of the study:

    • The number of data users who recalled seeing mobile advertising between the second and fourth quarters of 2007 increased 38 percent (from 42 million to 58 million).
    • Teen data users (age 13-17) were the most likely age segment to recall seeing mobile advertising (46 percent recalled seeing some type of mobile advertisement, compared with 29 percent of all data users).
    • 26 percent of those who saw an ad responded at least once by sending an SMS text message, the most popular ad response.
    • 9 percent say they have used click-to-call to respond to a mobile ad (i.e., users follow a link on their phone to call a specific number).
    • 13 percent (18 percent of males) said they are open to mobile advertising if it improves the media and content currently available.
    • 14 percent said they are already open to mobile advertising so long as it is relevant to their interests.
    • 23 percent expect to see more mobile advertising in the future (up from just 15 percent in Q1 2007).

    Perspective:  The Australian market is probably 12-18 months away from these numbers, due to barriers such as access speeds and cost. 

    Legal Scrabble

    Mattel and Hasbro who the worldwide rights to the Scrabble game are suing the creators of Scrabulous, one of Facebook’s most popular applications for copyright infringement.

    Scrabulous attracts over 600,000 daily users and nets the 20-something Indian brothers who created the application, $25,000 worth of advertising each month.  So Hasbro has asked Facebook to take down Scrabulous.

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    This is where Legal deparments don’t understand social networks.

    • The Scrabulous fans are passionate about the game and are not happy about Hasbro’s heavy handedness.
    • Already, there are over 55,000 members in a Save Scrabulous Facebook Group that are talking of a boycott of all Mattel and Hasbro products.

    So what should Hasbro and Matel do instead ?

    • Consider buying Scrabulous and use the passionate fans to evangelise scrabble as a learning game.
    • Hire the Scrabulous creators to develop online versions for other social networks.
    • Sponsor competitions of the online game.
    • Allow fans to create personalised scrabble games which they can design online.