Will Video for Food » YouTube

Want Your Ad to Go Old-Spice Viral? You’re More Likely to Develop Abs Like Isaiah Mustafa.

Nalts — Fri, 16 Jul 2010 20:56:51 +0000

When I see my sweet AdAge pour more gas on the “Old-Spice goes viral” story, I feel like it’s time to remind my fellow marketers that they’ve got a better shot of developing (the shirtless actor) Isaiah Mustafa‘s abs than getting their TV or online-video spot viral.

Your man will never look like me, and your video will never go as viral.

This is another excellent example of the exception not the rule. Old-Spice’s dramatization is funny, slick, self-deprecating and memorable. Like other viral commercials, it stands out. It’s worthy of the 5 plus million views. But remember that people as obscure as me (nalts) with smaller audiences than me can fetch that each month. The one-hit wonder has given way to the webstars that are now building sustainable audiences, and they’ll promote your brand for less than it cost to groom Isaiah’s horse.

Now ask your friends and family to tell you the last time they sent or received a link to a commercial. Not your buds in the agency and marketing circles, but your friend next door that doesn’t understand what the hell you do for a living.

Television ads occasionally go viral, but viral is largely dead. We’re still seeing some twitches from the corpse, but the age of viral commercials will not see a resurgence. If you don’t believe me, read Beyond Viral when it comes out in a month or so (it’s already on Amazon, so I have bragging rights on that).

Maybe after a few more Benson & Hedges and my pension, I'll hear this damned machine's alarm. Wait, never mind. I sold my hearing aid for my third Scotch.

Now you read this, but like an elderly, smoking woman in Vegas, you’ll still play the odds. That’s fine. Just don’t bet the farm, eh? And hedge the bet- step away from the roulette table now and then and try the nickel slots.

Vidcon 2010 – Nalts Speaks

Nalts — Wed, 14 Jul 2010 02:14:49 +0000

Nalts at Vidcon 2010

Click here to view the embedded video.

cutesy of stalkerofnalts

YouTube & Video Gathering (VidCon2010) Is SXSW of Online Video

Nalts — Fri, 09 Jul 2010 16:19:47 +0000

VidCon2010, which begins today, is already shaping up to be the South by Southwest (SXSW) of online video. The event, organized by Nerdfighter Hank Green, has attracted hundreds to LA today and tomorrow to discuss online video and meet fellow online-video creators and webstars.

Here’s my video of some morning activities, and I hope to get Hank shortly talking about the purpose of the event. See VidCon2010.com for more. I’ve posted a forum discussion for videos like these.

1.
Avenue of YouTube Stars

Click here to view the embedded video.

2.
Early Nerdfighter at VidCon

Click here to view the embedded video.

3.
7 Minutes in YouTube Heaven

Click here to view the embedded video.

Did You Know 4.0

Nalts — Sat, 15 May 2010 17:09:57 +0000

Click here to view the embedded video.

Using Kevin’s memory techniques remember all these statistic
there will be a test at the end

Turn Your HDTV Into a Computer: Online Video Without Restraints

Nalts — Sat, 10 Apr 2010 20:41:40 +0000

(See 4/13 update below and learn the secret to connecting your Wireless keyboard to an Acer, which you won’t find after an hour on Windows help).

You loyal WVFF readers will know that I’ve been predicting the “killer web-to-television online video viewing” device for several years (here’s me wishing back in January 2007 and here’s my verbatim from 2010 predictions):

“I see a $199 device that allows us to access the Internet right from our televisions. It’s a small PC, a remote-controlled keyboard and mouse, and it plugs into any television via HDMI or even less progressive connections.”

We’re pretty dang close finally — here’s a device that would have eluded me due to minimal marketing. Thank goodness for Billy at Best Buy (his employer didn’t stock it, so I bought one at NewEgg.com). It’s an Acer AspireRevo AR3610-U9022 Desktop PC (Dark Blue), and here’s an Amazon affiliate link for it for $330 (I’ve yet to make a dime yet on the stupid affiliate program).

For about $300 you can watch Internet video on your high-definition television and control it with wireless keyboard

First the “reality check”: It’s not $199, but there is a cheaper version (called Revo) for that price. Note that the Revo is a bit dumbed down, lacks wireless remote and uses Windows XP. I chose the AspireRevo because it has a remote included, offers Windows 7, and has more horse power. You’ll also need an HDMI cable to connect it to your high-definition television, a TV with HDMI input, electricity, and (duh) a wireless router with high speed Internet. Essentially this is a decent computer without a monitor.

You can now enjoy online-video viewing (and other PC activities) right from your high-definition television. You heard me right. Your overpriced television is now a monitor, so you don’t have to chose between “lean forward” control or “lean back” comfort. “Oh, Kevin,” you say, “I’ve already been doing this for years with my PC.” Well shut up because you represent .005% of the population.

Yes, peeps… it’s convenient online-video viewing on YouTube and Hulu without the “walled garden” associated with most “convenience” devices like Roku, AppleTV, Netflix and Ethernet/wireless enabled BlueRay DVD players (yes I own those too, and they have some advantages like easy install, customized content, and easier navigation). But none of these allow Hulu (to my knowledge), or give you the full YouTube functionality. And some are slowwwww.

Here’s how you get this Revo thingy going (in case you’re even more techno-phobic than me):

You plug in the device to a source of electricity. Don’t get shocked.
You put said device next to your computer, and connect it to your TV with an HDMI cable (you can handle that, right?). The cable isn’t included. So if you don’t have one laying around, get a cheapo at BestBuy or online (or do better by by surfing CNet’s Cheapskate. Those cables can get wicked expensive, and I’m not convinced the primo ones are worth it.
You find a wireless signal (you do have a router that has high-speed Internet, right?). Hey, swipe your neighbors unless you live near me.
Now you sit your ass on your couch or bed and use the wireless keyboard and mouse to surf the web. Go full screen and suffer some commercials and you’re free at last. Free at last! You can enjoy Hulu like it’s television (albeit more grainy than you’d like, but free).

You can do basically the same thing with an old PC or laptop, but Billy tells me that video streams poorly on older processors. That explains why we haven’t seen my dream machine for $199 yet. But on the positive side, this puppy is more fueled than $350 Netbooks, and if you’re after web-video on the television it’s a better approach (some Netbooks have an HDMI output, but you’d need a long wire and I hate Netbook keyboards. Here are the specifications for this baby (note I haven’t test driven it yet):

1.6GHz Intel Atom 330 Processor
2GB DDR2 Memory
160GB 5400RPM SATA Hard Drive; Multi-in-1 Digital Media Card Reader
Integrated NVIDIA ION Graphics; High-Definition Audio Support
Windows 7 Home Premium (64-bit); Includes Wireless Keyboard and Mouse

This is more computer than I need, but a fast machine that runs Windows will come in handy since we’re all Mac, and the MacMini version of this would be twice as expensive (wireless keyboard sold separately, and Mac is cruel with accessory pricing… I just bought a damned backup power chord for my MacBook Pro for f’ing $80 from Billy).

*** Update 4/7: After hours of struggling with Windows 7 to connect the remote keyboard and mouse, I found the simple answer… by finding a brochure I missed in the packaging, seperate from the other materials. Seems there’s a dongle hiding in the mouse interiror that must be plugged into the Acer. Otherwise you’ll spend HOURS on Windows help and online, to no avail. All the other parts of the setup were less than 30 minutes, but finding the HDMI cable (hiding plugged into my television pretending to be connected to something) and the cursed wireless keyboard/remote HIDDEN DONGLE was very frustrating, however. I also would give Egghead a poor score on customer service. Ordered it for FedEx on Friday hoping for Saturday arrival, and paid $37 for that. Immediately after that, I read the fine print: several days to process. So “next day” doesn’t mean “next day,” and even worst the customer service rep (who took 10 minutes to acknowledge me and another 15 to reply) told me he’d try to cancel the FedEx charge… and he didn’t. No more Egghead purchases. Stick with Amazon.com.

That said, I’m blogging from the television set. You’d be surprised how well this keyboard is working even from 20 feet… but it’s hard to read this text, which from here is about equivalent to 4-point type). Off to try YouTube!

YouTube Singes Unite for 2010 “We Are the World” for Haiti

Nalts — Sun, 21 Feb 2010 11:18:10 +0000

LisaLavie1 and other amazingly talented YouTube singers joined together in song in a 2010 version of “We Are the World” for Haiti. Who says community isn’t vibrant in social media’s most visceral form (online video)? The video links to the 2010 remake of Quincy Jones’ version (which has surpassed 11 million views), and to wearetheworldfoundation.org. Credits for this YouTube homage are below.

Mike Kalombo created the track:
http://www.youtube.com/KlassicMaster
Lisa’s boyfriend, Alphacat spent 3 days editing it along with Lisa (they have a duo channel):
http://www.youtube.com/AlphaLavie

Online-Video Marketing That… Doesn’t Feel Like Advertising

Nalts — Fri, 12 Feb 2010 12:31:48 +0000

GE launched a health campaign today on YouTube that is part of trend toward softer advertising that, I believe, will have better long-term dividends even if it’s hard to measure.

GE is taking a lightly branded approach to promoting health and wellness by sponsoring a “Healthymagination” challenge among people on YouTube. There’s very subtle branding from GE, and no “drive to healthymagination.com” play. In fact the company is not trying to build a microsite, and is aggregating commissioned videos on Howcast’s YouTube channel. Now millions of people will watch and participate in health-challenge videos by iJustine, Alphacat, Rhett & Link, Smosh, me and other YouTube people with large followings.

This is about as far from an intrusive yet measurable pre-roll advertisement as you can get, but GE’s brand will now be associated with health — broadly across a number of demographics.

Okay I doctored this banner with the faces of YouTubers. But click to see real channel.

As someone participating in this health challenge, I am certainly biased. So let’s look instead at Pfizer’s YouTube homepage advertising “takeover” in January, which was centered around videos the company commissioned about health and fitness. The promoted brand (Chantix for smoking cessation) was present but not “in your face.” The insight that may have spawned this approach? Smokers aren’t exactly going to dive into a video channel about quitting.

In a current campaign with a similar “hands off” approach, Rhett and Link’s I Love Local Commercials campaign was sponsored by Microbilt. But the video series is a celebration of cheesy local ads for small business (Microbilt’s target). There’s no forced messages about how Microbilt offers credit, debt collection or background screening to small businesses. People can get excited about cheesy commercials or health (especially when a charity benefits). But it’s hard to get jazzed about debt collection, smoking cessation or light bulbs. It’s the same reason I used Mr. Complicated to promote Clear Point (who cares about staffing technology?).

Brian Bradley, MicroBilt’s EVP of Strategy & Emerging Markets, acknowledges it’s hard to put an ROI on programs like this (parenthetically I addressed this topic on Tuesday at a marketing conference, and here’s the deck).

“Although the initial work that lead to “I Love Local Commercials” was very spontaneous, it is part of a body of work at MicroBilt focused on building awareness and establishing thought leadership across market segments, ” Bradley told me via e-mail. “So that our traditional marketing and sales efforts are more successful.” Bradley said, for example, that if his sales people call a business prospect who hasn’t heard of MicroBilt, they can quickly find out it’s a real company.

It’s tempting for us marketers to force our brand so we can realize (or assume) a near-term ROI. But sometimes the most effective long-term strategy is to have a gentle presence while something bigger, more interesting, and more entertaining takes center stage. This is more instinctive to corporate communication or public-relations people, but they’re generally without budgets to sustain even small pilots like these.

The results may not show up in website visits, instant purchase, and awareness/recall studies. But I would argue that test/control or pre/post qualitative studies (while being cost prohibitive for these case studies), would indicate that target customers have higher favorability of these brands. I don’t think pre-rolls and banners could do that alone.

And isn’t that what separates the AIGs from the Disneys?

Exclusive: How Much Money YouTube Partners Make

Nalts — Tue, 05 Jan 2010 16:11:44 +0000

How much do YouTube stars make each year? Oh for goodness sakes. Just like my same 5 YouTube videos (see right column of channel page here) represent the majority of my online views… It seems that most of WillVideoForFood’s blog traffic comes from people searching for how much YouTubers make.

We YouTube “Partners” (or “stars” as I hate saying) are all contractually forbidden to share our revenue. But I’ve given hints and clues over time. For those of you who Googled your way here, I’m both a marketer/advertiser and a creator/YouTuber, so that gives me two lenses into this Da Vinci-Code like mystery. Davinci made me think of “Da Bears.”

I’d estimate there are have at least a few dozen YouTube Partners earning $100K per year. That’s great money if you’re in your 20s or 30s and have minimal costs in production or overhead (like 4 kids and a horrific mortgage). But it’s a rounding error for a professional content creator or network.

To calculate a particular Parner’s income, here are some tips:

You basically take the Partner’s total views for the month, multiply it by a fraction of a penny, and you have a rough idea. TubeMogul‘s Marketplace shows some of the most-viewed people (and their monthly views). But remember: the most-subscribed are not necessarily most-viewed and vice versa. YouTube doesn’t give a hoot how many subscribers you have (although that certainly helps drive views, but increasingly it seems less powerful than being a “related video”). In general, the commercial content is getting more daily views but the amateurs have a lock on subscribers.
Most ads are placed by advertisers based on total 1K views, but some is on a per-click basis (CPC text ads placed by Google Adwords/Adsense). Google/YouTube is usually paid by an agency or media buyer a CPM (cost per thousand, say between $5 and $25 dollars per thousand views), then shares some of that with the creator. This can be highly misleading, because:
- Some views earn nothing (if they’re embedded and no ad follows it).
- And increasingly advertisers are paying a high premium for specific content they commission, target, or hand select. Sometimes this might average a few bucks and others it might be much higher… $25 CMP was the published rate of InVideo ads and I know of specific integrated campaigns that command a higher premium from YouTube. Yey!
Another confounding variable: potty-mouthed creator turns away advertisers. So watch the ads on your Partner for a while. Are they premium InVideo ads with accompanying display (square) ads? Or are they garbage Adwords/Adsense ads?
The text ads may SOMETIMES be paid on a per-click basis, which can make them fruitless or profitable depending on people clicking and buying the advertiser’s product (the latter must occur, or a savvy advertiser will quickly stop the campaign that’s raping them of click dollars and not generating business). I was telling my YouTube buds to turn these off because they’re ugly and don’t make much money, but a few of them gave me a stern stare like they knew otherwise. So whatever… maybe they make money and maybe they don’t. I don’t get a breakdown on them, and they’re still ugly.
Then you have to factor in “sponsored videos,” where a YouTuber promotes a product or service for a flat fee (or variable based on views) via Hitviews or related companies. That can easily be more than YouTube shells out per month for ad sharing. The going rate here is incredibly wide: from $1K to $20K and higher per video.

So in conclusion:

Do your own math using monthly views on TubeMogul and assuming some CPM (cost per thousand), but recognize YouTube takes a cut and some of the advertising inventory isn’t sold or is driven by keyword Google adsense text thingies. Maybe the creator/partner gets a few bucks per thousand views and maybe more or less.
Use some of the assumptions above to calibrate your estimate if you’re trying to peak into the W-9s of your favorite “Stars” like Fred. There are now dozens of popular YouTube people that make a full-time living on YouTube revenue, and I’d guess a lot of $50K-$100K per year people. I am not among the full-timers. With a family of 6, I gotta have a day job too. But Shaycarl, Sxephil, Charles Trippy, Michael Buckley and many more… they’re full-time at this. If I was making the bucks I’m making via YouTube after college, I’d probably go full-time too. Fred? Let’s just say he’s got college covered, or a nice nest-egg.
Before you get excited (or jealous), it’s a long haul to cashville. And if you start with the hope of making money, you’re doomed. You need to LOVE it, and be extremely patient as the road to loads of views is tougher to climb, and requires an ass-load of persistence. Start as a hobby and “just keep swimming.”
Finally, there are two forces at odds that impact the sustainability of this revenue for YouTube amateurs. First, we’ll probably see continued competition from more professionally-produced content that fetches higher ad dollars because it feels safer to squeamish media buyers (see, I’m not calling them all dense anymore… only the ones that don’t read this vlog). But the good news is that dollars are projected to grow dramatically. Currently, as a marketer, I’d argue that YouTube is selling itself short.

How’s that? About as specific I can be without breaking my contract or confidence from my friends.

I know some of you peeps know more than I do, so feel free to comment below anonymously or not. Da bears.

YouTube is Hot, But Watch Out for Over the Top

Nalts — Fri, 18 Dec 2009 11:00:56 +0000

Welcome WVFF Guest Blogger
Jim Louderback

Sure, you think the TV is dead. But it’s not. The act of lazing about in front of a big screen TV watching, laughing and enjoying video content is going to be even bigger than ever. But here’s the rub. It’ll be less about cable and broadcast, and much more about internet video.

It boils down to this: If you’re not creating video with the big screen in mind, you’re going to miss one of the biggest developments in 2010.

We’ve already seen great success with Revision3‘s content on Roku; the tiny box that streams Netflix, baseball, Amazon, and now us. Along with Twitter, Pandora, Flickr and more all on the big screen.

We at Revision3 were up nearly 15% in the first two weeks that our channel launched – and that was during the traditional down weeks of Thanksgiving.

Next year TV will get smart.

Vizio, the biggest TV vendor in the US, will bring real connectivity to every TV it sells that’s larger than 45 inches. Many other TVs will do the same.

Boxee’s box will ship.

Cable set top boxes will connect to web video.

It’s a brand new outlet and it can’t be ignored.

Unfortunately, YouTube seems to be asleep at the wheel. I asked them recently if they were going to play in over the top, they said they prefer to be browser-based rather than having separate interfaces. Sure, having multiple and separate interfaces can be tough, but their approach is wrong. Consider mobile – websites are terrible on that screen. The same goes for the big screen at 10 feet away.

But, let’s imagine I was led to speculation with my YouTube contacts, perhaps they were being… coy. We could very well find Android or Chrome jumping in and powering TVs by 2011.

We’ll see…

In the mean time, you can do a few things to ensure you don’t miss the boat in 2010.

First, produce and distribute in HD. If and when YouTube is available on the big screen, the better looking videos will win. Quality will always be more important in this world.

Second, think about an alternate channel for over the top. Try hooking up with Xbox, glom onto Roku with Mediafly or Blip.TV.

Most importantly, find ways to get your stuff into that world.

Oh, and keep an eye on Revision3 in early January. We’ll be covering the heck out of the annual Consumer Electronic Show, posting on our site, and on our popular YouTube Channel. We’ll be bringing you the latest over the top devices and provide commentary on how this brave new world of internet video is evolving.

Jim Louderback
Jim’s Web Blog
Revisisons3
Revisisones3′s YouTube Channel
Follow Jim On Twitter

VidCon: Community & Online-Video Industry Morphs in July 2010 Event

Nalts — Tue, 15 Dec 2009 11:42:49 +0000

This video shows Hank Green (with his lesser known 3rd Green brother) announcing VidCon, taking place July 9-11, 2010 in Los Angeles, California. Here’s the official VidCon website.

For those of you familiar with the Vlogbrothers (John and Hank Green), I don’t need to tell you what an enormous connection they have with the vibrant and growing community of online-video. They’re funny, smart, and selfless; this week they’ll be orchestrating another “Project for Awesome,” where they encourage fellow video creators to make a video about a charity… to “reduce world suck.”

So it wasn’t surprising that they’ve attracted the “Who’s Who” of online video… literally the most-viewed and most-subscribed video creators of YouTube and beyond. Also- if you know Hank and John, you’ll know that the admission price is to cover costs, and proceeds are for charity. These guys aren’t interested in making money, but these events cost a lot to do well. So I’ve got little sympathy for those few dozen people who feel a price tag is “anti-community, man”- sing that tune to your waitress at IHOP, kids.

For you online-video industry people who are less familiar with the community side, I have one piece of advice. Attend. If I could only attend one conference this year, it would be this one.

There will be a series of professional tracks covering advertising, marketing and production. But of course you can see the “brains” of online video at any conference. This one you’ll see the brain and the heart. And you really don’t know online-video until you’ve seen the heart… watched the most-viewed amateurs interacting with the fans… seen the groundswell of enthusiasm about a medium that’s changing people’s lives… see the friendships among the talented people (and me).

The informal YouTube gatherings — like 7/7/7 — have brought hundreds and even thousands together in various cities, but this one’s actually organized and planned. So it’s likely to be a huge event. Book your hotel early, friends.

If you’re interested in speaking slots, panels or sponsorships (imagine how many videos your logo can show up on, and how many millions of times it will be seen), let Hank know or shoot me a note (I’m volunteering to help on the professional side). Much of that will be formalized by the end of January. In the mean time, follow VidCon on Twitter.