I just discovered a report published late last year on video trends observed in the 3rd quarter 2011 (ending Sept. 30). It seems we watch 30% more video when on an iPad (versus desktop). Ooyala, a service provider to media companies, tracks a mess of activity and provides some nice signals in this report (see PDF). The company defines “conversion” as the percent of videos viewed against those displayed. I’d estimate these to be rather small (low single digits) on YouTube. But the publisher sites seem to be doing much better, with 40% to 60%. Game players take the lead with 60% which is remarkable, but probably a function of fewer content choices.
I really like this visual of the complete rate by form factor. It confirms what we’ve been saying about our tolerance for longer form when on devices beyond desktop.
While our fat asses watch five hours of television a day, our average time on YouTube is just 15 minutes. With an alleged one preroll per 7 minutes, that’s not a lot of advertising revenue. Can GoogleTV change it? Here’s my take on the question. Yes, yes and yes. Why?
1) Comfort lengthens consumption time. It’s a fact. Give me a couch and an AppleTV and I’m a veal. So by the very nature of offering web video conveniently and intuitively, we’re off to a good start.
2) “Related videos” increase online-video binges like cows sell food products. Nothing drives a session like being handed another food trough when yours is empty. That’s why we’re all using the last few seconds of a video to visually tease more content. It’s irresistible. Of course the minority of viewers make it to the end so I imagine MysteryGuitarMan will start teasing his next video at the midpoint not the end.
3) Nobody has cracked in online video what Amazon has done with “you may also like,” and nobody’s come up with an auto-curator tool, so there’s loads of upside. What do I mean? Screw the most-favorites and most-viewed. I want to know what my friends are laughing at because I’m likely to laugh too and the shared laugh is the ENTIRE reason things viralinate. We want — no we NEED — shared experiences. A good shares moment is better than a GREAT solo one. I’m pissed that more of my friends aren’t watching Modern Family because I want to discuss it conveniently.
So what does point 3 look like on Google TV? Suggestions need to be based not on the general population but my slice of reality. The WVFF back row likes it? I don’t want to miss it. I find something (like reruns of the Ricky Gervais show or the “acquired taste” of “Outsourced”) and I damn well want someone sharing in that. So I’m motivated. I want my GoogleTV to do three things and only three things:
Tell me what my friends like. And don’t make it a pain in the ass for them or me.
Introduce me to people with my same taste and obsessions. And do it gently because instant BFFs are short lasting ones. True friendships take time to blossom and the insta-friend is usually only there for you when he needs you.
Let me share my finds effortlessly with friends so we can easily share in the experience without changing my habits dramatically. And regardless of geography. I want right now to laugh about the fat nerdy guy from Outsourced and the way he body danced in the last episode when he thought he was selling the record amount of prank gifts. But it turns out he was getting punked by the douchebag Microsoft call centers who are Indian but speak jive, honkey, and redneck fluently. That’s brilliant comedy and I want to share t without hunting down some damned Outsource Fanclub blog forum shit. I wanna do it right from the TV. “insert lol” at the exact moment of the show so my friends see it when they’re watching and I can search for their LOLs.
Ultimately I’m betting on Google figuring out the new television because its legacy is in the relevance business. Google knows what I want when I can’t even articulate what I’m seeking.
I know I sound freaky but this is coming as sure a your mobile phone will be your portable remote, remembering your subscriptions and purchases and being indifferent to the monitor or location. This will happen soon enough because I know we not just want but need it.
Coke and Google are soon to publish ROI data on a campaign in Germany that includes online video. The study isolates individuals who were not exposed to television but did see YouTube promotion, and reports incremental consumption data by various digitalchannels. Paid search leads, of course, and YouTube ranks high (far above banners, which showed almost no impact… and outdoor advertising).
Jens Monsees, who heads consumer goods and healthcare at Google in Spain, teased the audience with info, but results are to be published jointly by Coke and Google. Monsees was speaking at Exlpharma.com’s “Digital Pharma Europe” in Barcelona today.
It’s about time we had a marketing mix study that includes online video, and I look forward to seeing the details. BTW- the average YouTube viewer is 31 years old.
As you may know, we have two audiences for WillVideoforFood:
Online-video industry advocates (agencies, bloggers, marketers, media). These people quietly graze for stories, but rarely interact.
The online-video junkies and Nalts watchers. These folks are more active on the web, and usually keep this blog alive with a clever thread of comments– which is more interesting than the blog itself.
Well guess what? It’s “open mic” time for the latter group, and the former group can listen carefully as if they’re watching a focus-group behind a 2-way mirror! Let’s learn how hard-core online junkies daily consume media and interact with friends, colleagues and family.
You see, our media consumption patterns have changed radically in recent months and years. We don’t wake up and watch morning shows, and then check e-mail (unless you’re wifeofnalts). Instead, we consume via a customized, electronic intravanious drip of what and who important to us via RSS, e-mail, YouTube, blogs, and social-networking applications.
I encourage the curious to read the thread below. Anyone can post comments, but I hope all readers will take note of the insights below. I may try to summarize them in a future post:
What’s a typical day for you on the computer? What do you most look forward to, and how do you consume the information?
What’s changed most in the past year? Do you use e-mail less/more, or have new destinations you love?
How do you keep current on videos, news or new sites/tools that interest you? Do you find them, and share them? Or does someone you know help you find them? How on EARTH do you know so quickly when I post a new video? Do you use Google alerts to track certain words (like your name or a company name)?
What advice would you have to people who are trying to engage more in Web 2.0, social media, online-video and other communication tools?
I’ll start with my own typical day (see more). You may want to write your own description before reading mine so it doesn’t bias you…