YouTubers Get Love from Yahoo, Google and Disney

What does it mean to top YouTubers now that Yahoo, Disney and Google are showing them love? Will we see the online-video landscape resemble network/studio relationships?

Yahoo, Disney and Google are proving that being popular on YouTube matters.
Yahoo, Disney and Google are proving that being popular on YouTube matters.

It’s a good time to be a YouTuber… or at least own a popular YouTube channel. We’re seeing the online-video landscape mature, and start to resemble how networks and studios connect. The networks (Disney, Yahoo, YouTube) are working with studios (online-video studios and some individual partners/channels) in some interesting ways….

What’s interesting about these big moves is how markedly different this is from the past behavior of these companies.

  • We saw Disney making some early bets with its own home-grown online-video content. Remember Stage 9?
  • Yahoo contacted me and other YouTubers around 2008 to discuss potential revenue-sharing deals. They were considering exclusivity at the time, and that’s a deal breaker for YouTubers that won’t give up their primary audience.
  • And Google? It hasn’t even marketed itself well, much less its partners. And who would ever imagined the tech-engineering company would advertise YouTube partners on TV, print or outdoor? They’re doing it, but you know it pains them.

So what’s all this mean?

  • These events don’t impact your typical YouTuber, but the winners of the Yahoo/Google efforts will be the YouTube creators with large audience and studio representation by one of the online-video networks. That’s because Yahoo and Google will have to deal with the complexities of Discovery to get to Revision3 content, and Disney to get to Maker channels/creators.
  • But watch for partnerships between Yahoo and smaller studios like Fullscreen, BigFrame and Collective. 
  • And what about Google’s efforts to promote YouTubers beyond the YouTube regulars? I would expect to see “the rich get richer,” because it’s most likely to promote the proven content with top views. So like a marathon’s second half, we’ll see an increasing distance between the leaders and the rest.
  • There will surely be some more attempts to lock creators and studios to “exclusive” arrangements, although Yahoo won’t get anywhere requiring that of popular YouTubers. But it makes sense. TV shows don’t get to broadcast on every channel. The networks pick the shows, and promote them to “their” audience. We’ll see that happening with top YouTube channels in coming months and years, which is why YouTube will have to work harder to cultivate relationships and keep stars/channels.

What’s your take? And where is the Global Online Video Association in all of this? How about a POV, Kontonis?

 

Do We Need a Site/Tool for Mobile Video Sharing?

Sure we want to share online video directly from our iPhone without the torture of downloading, synching, editing, compressing and uploading. But can the online-video mobile market sustain a middle-man brand/app for this activity? Or will this ultimately resolve itself when mobile devices standardize on how they behave with existing video sites?

We had it rough...

I enjoy some of the unique and free tools that connect our mobile phone’s video with social media sites, but I don’t see many of these sustaining. It’s simply too hard to keep track of various apps, tools and websites… While these puppies solve an immediate need, it seems hard to imagine more than a couple players serving the void between mobile device operating systems and more popular video-sharing sites like, um, YouTube. It’s a redundant, confusing, crowded and poorly differentiated landscape… and most of the names/brands are forgettable or horrible.

That said, here are a few options with different strengths and weaknesses, and most rely on Twitter/Facebook for login, so perhaps they’re just hoping to get acquired by the highly profitable sites. 😉

online-video mobile sharing
SocialCam boasts as the "easiest place to share videos" and is iPhone and Android compatible.

Today I read about Socialcam, which is basically a social-media video sharing app that was spawned by Justin.tv and uses Facebook for login.

Viddy is the "Instagram" for 15-second-or-less video creators

Then there’s Viddy, which caps you at 15 seconds, gives you Instagram-like filters for retro/cool effects that will certainly age like fine French milk. It allows you to launch your video elsewhere, but has a bit of community too. It improved off of the now-RIP 12-Second TV, which in 2008 was an early entry, and died last November.

 

TwitVid is one of the earlier entrants with a name that is easy to remember.

TwitVid has been around for a few years. But now twitpic offers video uploads too, so one seems redundant.

Yfrog, which is a name I’ll forget in 10 minutes, offers a unique ability to play the shared video through less usual viewing formats, from wmv, .flv, .mpeg, .mkv, .mov, .3gp, .mp4 to the archaic but quaint .avi format. The even more forgettably named twitc (which I’ve already forgotten) offers some cool ways to organize your videos regardless of what website is hosting them… and allows you to organize them into various albums for sharing across other sites. That’s fairly differentiated, and difficult and unlikely for any video-sharing site to do solo.

But wait. There’s more (see review)… Twitlense, ZocialTV (the poorly named winner), Bubbletweet and Screener. And probably loads more.

YouTube’s New Year’s Resolutions

Hi. I'm YouTube. I'm a little drunk, but here are my New Year's Resolutions. Dude I love you.

Hi. I’m YouTube. I’ve never spoken before, so forgive me if I sound like a computer. I having been designed by engineers not ‘creative people’ with sub-par GPAs. I wasn’t made by the sales and marketing people who, in college, cheated off those who programmed me. Sorry- that came out wrong. That takes me to my New Year’s Resolutions, and I’m a little buzzed right now. So I’m going to write this down and so I remembering it tomorrow.

I feel like I’ve done a pretty good job in 2010, but I’m not perfect. No machine, much less you humans, is. I’ve got some things to improve in 2011. So now let me getting started.

In 2011 I'm going to be nice to agency people despite their GPAs
  1. I’m going to stop being a dick to agencies. I didn’t realize that online video, unlike paid search, isn’t exactly a self-serve checkout lane at the grocery store. You’re going to totally think this is funny, but I thought you agency people were just idiots spending my customer’s money. Seriously. I realize now you idiots actually add some value. Or at least you’re influencing where brands spend money online, despite your small brains and Madison Avenue bullshit. I know Yahoo and AOL’s media sales representatives are totally more hot than my human selling people, but I hope you’ll give us a second chance. We got off on the wrong foot. Let’s be friends and drink martinis or sangrias or whatever you do to mask the putrid scent of failed dreams or quell your pent-up artistic aspirations. Cheers!
  2. Baby New Year looks like a love child from Swiss Miss and Chucky. Who's with me?

    I’m going to stop acting like a stoned teenager. Don’t get me wrong, I like those teenagers. I’m not a perv or anything… it’s just that they binge on my video like Alcoholic’s Anonymous noobs suck down cigarettes! I know I made an indelible first impression with most of you. Probably when you hear my name (hey, YouTube!) you generally think of either some ripped SNL skit, or Pandas crapping on skateboard toilets. In my defense, when Google bought me, I tried to just give people the crap they wanted. And oh you humans like your crap. This shizzle worked for search. But then, like “black hat” search-engine optimization trolls, some real crappy video got top billing. And it kinda got stuck in what my Master calls an “infinite loop.” It got stuck in an infinite loop. An infinite loop. Anyway, I didn’t really adjust well for broader audiences. I now realize there are people who will watch online video that agree this dude is a douche, and frankly I can’t sell even diet ads around his vids anyway. S0 I’m working on that. But, dude, I’m not going to become some girly Vimeo artistic local theater or anything. I’m also going to leave the booby videos to the peeps in Tel Aviv. Seriously if you know of any real online-video sites that are doing it right, please let me know. I’ll copy them, acquire them, or destroy them… whatever it takes to be a man.

  3. I don't know what love feels like, but check out this Asian robot. Is she hawt?

    I’m going to be more humane. My programmers are teaching me to be like humans. While they haven’t compiled the code for what you evolved apes call “love” and “empathy,” Master has taught me ways to simulate the job of a broadcast programmer without the Marhals suits and Scotch. In 2009 and even some of 2010, a few dozen “wanna-be stars” totally troll-hacked me into thinking their videos were good. I’m onto them. I am beginning to develop predictable logic about this thing you call “non-suck-ass” video. I’m going to start pimping videos that are “good like.” On my road to being and overtaking humans, please forgive me for occasionally making some stupid video popular or burying something half decent.

  4. I realize I need to be more than a search-engine. Over the past few years I was trying to kiss Google’s ass (it’s my Master). So I was all OCD about video search, while also trying to “thin the Hurl herd” of original YouTube doob heads. Now I realize that this online-video space is uncomfortably different from paid search. People may stick around and watch crap, and I can make a few bucks jamming pre-rolls down their throats and charge really low CPMs and make money. I owe it to you to be more than a map. I need to be the the navigation system, destination and “thing that wouldn’t leave.” If you have unbastardized free time I’ve failed you. I know half of my views are for music videos, but I want to be more than a free jute box to you.
  5. I’m going to stop jamming bottom-feeder pre-rolls at people. During that last point I realized I probably shouldn’t serve crappy CPM pre-rolls, but go for fewer and more relevant ads. Then I can charge a lot more. My Master told me that one day I too may create a bidding war over my advertising space, so it commands its actual worth. Then, with patience, I can start bidding careless media buyers against each other, and charge a super premium. Oh shit, I forgot about my first resolution. Forget that last point. Anyway my Master doesn’t pay a lot of attention to me because I’m kinda like the Coke machine at the casino, but one day I’m going to be His favorite. You’ll see.
  6. I made him. I can destroy him.

    I’m going to democratize content. I’ve totally played favorites lately with a few asswipe amateurs. I’ve made a few people temporary millionaires who will be bussing tables and driving Geek Squad vans again soon. A dozen or so people make $100K plus a year. This year I’m going to try to spread the wealth better, and see if I can cultivate better relationships with people who don’t just rally fan bases but actually have something watchable. I’m not talking about those shitty subtitled foreign films or anything, but I’m going to let a few brains on stage. I’ll start with Alf reruns.

  7. I’m going to stop being a dick to networks and producers. I realize I’ve not helped you promote and sell your own ads, and I’m totally going to change all of that this totally completely this year pinky promise. It’s a top priority even though it was like the 7th thing that came to mind. But let’s face it. Who needs whom more? Or as you advertising people say, “who needs who more?”
  8. I’m going to exercise and start eating well. I’m totally kidding about that. Just busting your balls. I’m going to get fatter and lazier because I’m practically a monopoly. I can apologize for being me, but I’m not going to mean it.
  9. android droid cartoon darth vader vador head
    All distribution channels will be almost as equal as my Master

    I’m really going to work on distribution BFFs. You’ve got to admit I’m a happening Hip Hop bar. But like Starbucks jamming Via into grocery stores, you’ll find me wherever you go. Let’s face it, most people have been coming to me to watch videos, but I’m really, really, really trying to be a platform not some lame-ass portal like AOL or Yahoo or Bling or whatever. I know I’ve been saying that, like, every year. But this year’s going to be different. But can you blame me for not getting my nips all hard over the 127 people using TiVos and AppleTVs? And I don’t even hear iTunes and iPads claiming “do no evil,” much living up to it. Anyway, this year I totally promise — if you’ve got, like, more than maybe a thousand people viewing videos on your stupid little phone, web-video box or elevator kiosk… I’ll pay attention to you. You can have the goods, and I don’t just mean the old “suck on my API or embed.” But let’s make a deal here. Don’t pull any flash cock-blockers or start shouting monopoly crap (because we’ll kick you in your net neutralities). If you’re really nice I’ll even allow you dumbass telephone companies to shit out some pre-rolls via me, and I’ll share a tiny bit of money with you. I mean nobody’s going to buy them, but I’ll try. My Master’s Droid is first in line of course. But our dance floor is huge, so the VIP entrance is the front door. Let’s party! Who else thinks Mark Cuban is a douche bag? YEAH!

  10. Lastly, the viewer comes first. I’m totally going to do right by the viewer and that’s why I saved it for my big finish. Master has taught me my priorities. After bold land-grabbing innovation, vigilant legal, and revenue building, the customer always comes first.
youtube nerd
Lastly, viewers come first

Starving Artists Take Note: Video > T-shirts

A child peddling a light was the $10K winner that brought Poptent past the $1 million mark

I was happy to hear Threadless founder and former CEO Jake Nickell on public radio’s “Markeplace” tonight, and how he was “crowdsourcing” in Threadless’ decade of business… even before there was a name for it. “Last year we paid over $1.5 million out to artists,” he told interviewer Kai Ryssdal. Designers upload their creations, and the community votes for the best… which are produced and sold with artists getting a $2K cash prize, $500K in a gift certificate, and royalties.

Then I compared it to today’s news. Philadelphia-based Poptent (www.poptent.net), which crowdsources video production for large and mid-sized brands, has given out $1 million in cash payments. That’s certainly a first for online video, and considering in no doubt went to a small sub-segment of the 20,000 Poptent videographers, it’s a pretty good sign for the online-video creator community. The million-dollar man was hit by Sean Cunningham, a NY-based freelance videographer who received $10,000 for creating this video as part of GE’s “Tag Your Green” ecomagination campaign. Disclaimer: I worked with Poptent when it was Xlntads, and also participated in the GE campaign as a YouTube creator.

It’s a wonderfully inspired “amateur” creation that could easily fit as a broadcast television ad. Community comments on the video are positive, even if some might have been from competitors. Cunningham has been a member of Poptent since October 2008 and participated in previous Poptent assignments for Becks Beer, eHealth, and Snickers.  All four of the crowdsourced GE videos can be viewed here.

What’s even more encouraging? The assignment came not directly but via a major agency’s digital arm (OMD). That tells me the market is finally understanding that while agencies won’t soon lose their seat at the creative and strategy table, there are lots of Cunninghams with bright ideas. Even if it took six versions (see screen shot).

Free Web Seminar: Online-Video Secrets from Steve Garfield

Steve Garfield,  the “Paul Revere of video blogging,” will join Pixability CEO Bettina Hein in a free 1-hour webinar on December 1, featuring latest trends in online video and related media. Topics include:

  • The benefits of marketing with online video
  • How to shoot video like a pro (recording, editing, exporting, etc)
  • How to build presence with video on the social web
  • How to increase views for your video

Garfield also is raffling off ten copies of “Get Seen: Online Video Secrets.” Space is limited, so register now for the free webinar, held December 1, 2010 from 12:30 p.m. to 1:30 p.m.

Garfield’s book is part of David M. Scott’s “New Rules of Social Media,” which also includes my book (Beyond Viral).

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

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?

“Punchy” Predicts Seven Online-Video Events for 2010 & Tells His Story

Last year while shooting HBO Labs “Hooking Up,” a fellow named Bobby Jennings introduced himself. Turns out he’s the guy you know as “Punchy” from the popular series by Wicked Awesome Films on YouTube (see also the group’s website). He was the first online-video guru to respond to my invite for guest-blog contributions this month. Here’s his contribution:

punchy

Wicked Awesome Films – A YouTube Story by Bobby Jennings

I’m from Massachusetts. I went to film school at Emerson College in Boston. I interned at MADtv in Los Angeles and stayed here.  I took some classes at the Groundlings and in the earlier half of this decade I made some comedy videos and put them online.  The most successful link we ever had was in 2004 from CollegeHumor and it crashed my meager web site.  Then along came YouTube.

My YouTube Story is pretty typical.  I was watching SNL in December of 2005 with my friend Kevin Brueck.  It was another mediocre episode until the screen went black and the words “SNL Digital Short” came up.  The short was, of course, “Lazy Sunday” with Andy Samberg, Chris Parnell and written and produced by The Lonely Island. We loved it.  We loved it so much we really did NOT say a word to each other as we rewound TiVo and watched it six more times in a row.

“We can do this,” I said.  Kevin agreed.

When I went into work on Monday, I talked to co-workers about the sketch.  Some had seen it. Others hadn’t.  Like millions of others, I decided to google-search the video and the first viable link that popped up for me was on a site called YouTube.  I remember thinking to myself, “What a corny name for a web site.”

My Google-searching led me on a stalker-like rampage as I learned that Andy Samberg had two talented partners in crime with Akiva Schaffer and Jorma Taccone.  I also learned that they had produced a great show called “The ‘Bu” for an LA-based monthly video festival called Channel 101.  Apparently every other aspiring comedian with a Panasonic DVX100 had heard it too because the January screening of Channel 101 was packed to see what it was all about.  I remember seeing Jack Black there and the look on his face said it all — “This used to be a cool indie thing. WTF?”

Kevin and I had already signed up to YouTube but we rarely posted.  We spent most of 2006 producing 5-minute pilots for Channel 101 that never made it into the show.  Finally fed up, we wrote a few sketches in Fall 2006. In January of 2007 the YouTube editors (back when people chose what was on the front page) put our sketch “Punchy” on the front page.  It blew up.  Lucky for us, at that time YouTube didn’t have all the techno-power that it eventually would so Punchy appeared in a heavy rotation quite a bit.  At one point we were #6 most-subscribed Comedians.  I remember thinking, “That’s cool, I guess…”

Ah, the good old days.

We made a classic blunder.  The whole idea, from our point of view, was to get noticed enough online so that we could have “real careers.” We almost were on several television shows, almost had our own TV show, almost made a low-budget feature sketch movie… almost, almost, almost.  Meanwhile, while our focus was elsewhere, YouTube was rolling out the partner program. We gladly accepted and kept posting whenever we could. But the big mistake we made was not putting all of our time and effort into creating regularly delivered programming to our YouTube channel.

In 2008, as we watched the YouTube community explode, we weren’t producing as much and we were losing our audience.  In general, subscriberships went through the roof and YouTubers were making careers.  Most of these channels with huge constituencies were one-man bands, or “vloggers” for the most part.  I didn’t have big boobs and neither did Kevin, so how were we expected to compete!? (I kid, I kid…) I was watching, trying to understand why, but the answer was clear – Nalts knew – the audience was connecting with personalities who posted frequently, not our once-a-month comedy sketch.

I admit my online video hubris.  And I’ve learned some key lessons. You may have already heard or read these somewhere else, but anyway, here they are:

  • Communication with other YouTubers is great but collaboration is essential to growing your channel
  • Communicate with YouTubers by making video responses, commenting on videos, reply on Twitter – just engage. It’s really that simple. Oh, and make decent videos.
  • Most YouTubers I’ve met are far cooler, nicer, smarter and more talented than I anticipated (seriously)
  • If you have a channel with more than one “owner” also create a “personality-focused” channel.  I started contributing to my own channel BOBJENZ in January 2009.  While having far less subscribers than Wicked Awesome Films, the engagement level is arguably the same and in some instances higher because of the more-frequent video posting (simpler sketches and a sporadic rip-off of Philip DeFranco’s news commentary show). It’s also because there’s a lot of “direct address” to the camera – Nalts understood this far before I did and that makes the jerk smarter than me.
  • The most successful YouTubers I know swear by this – it’s gotta be close to the golden rule – say when you’re going to post videos and deliver consistentlyShane Dawson delivers every Saturday.  Phil DeFranco delivers almost every weekday.  Fulfill that promise to your audience with consistently good content and you’ll have a loyal, growing audience.

It’s important to note that this is all catch up for me.  This is old hat to the many successful YouTubers out there now.  It’s also important to note that YouTube changes constantly and that it will affect your viewership, but the thing that I believe will never change is again – say when you’re going to deliver and never break that promise.  Do that consistently well and you’re golden.

Finally, some predictions for 2010:

  1. YouTube will ditch the “Friends” altogether and use a “Follow” model (sub to videos, comments, ratings, etc of a user)
  2. YT Partners will be able to communicate via “text broadcast” to all subscribers
  3. YouTube will allow for live streaming on partner channels
  4. The YouTube Channel will get yet another UI overhaul; in this it will encourage users to curate & share more effectively
  5. The Apple Tablet will work directly with your TV to get a real-time two-screen experience; but this will lead to something even cooler — every TV remote control will have a touch screen, supplementary data, polls, ratings, even advertising on it in next couple years – maybe we’ll see the first of these in 2010
  6. Shane Dawson will be the #1 most subscribed channel on YouTube by May 2010. He’ll also get a TV deal.
  7. iPhone will open up even bigger when Verizon gets a deal, mid year – more video consumption

“Viral Video is Dead” Echos in Canada & Beyond

Nalts speaking in Toronto

If there’s one thing more fun than speaking to hundreds of marketers before a giant video of yourself like a “Rolling Stones” concert, it’s to read Twitter “tweets” after you speak.

By searching #mweek and @nalts after my talk on Wednesday, I learned what “stuck” with the Toronto “Canadian Marketing Association” audience. Canadians are nice, and apparently quite addicted to Twitter. They surprised me by almost making me sound intelligent in the quotes they shared.

Here are two of the things people most RT’d (aka retweeted, which here means posting on Twitter or sharing someone else’s Twitter post).

  • Viral is dead.
  • An impression isn’t an impression unless it makes one (see TechVibes coverage).

Marketing Magazine led with this article titled “Marketing Week Begins with ‘Viral is Dead’ Declaration.” IT Business was struck that a “viral is dead” statement woud come from “a person who owes his fame and fortune to tons of viewers on YouTube.” Then there’s the Canadian Star, which captured one of the most important points I hoped to make:

But advertisers don’t have to spend millions making YouTube videos, like the Evian Roller Babies, in hopes they go viral, Nalty said. The ad features digitally animated babies rollerskating to rock music. Instead, they can use existing YouTube stars, like Fred Figglehorn, the teenager with the annoying high-pitched voice and the online following bigger than Oprah’s TV audience, Nalty said. Fred makes a six-figure income from advertisers on his YouTube posts, Nalty said.

Certainly there’s a robust future of incredible clips that will gain “viral” fame. But my point was that marketers should not waste time and money investing in clips with hope that they go “viral.” It’s rare for a commercial clip to be shared wildly, although Evian’s babies is a recent exception.

Instead, I encourage marketers to chose the more efficient and guaranteed approach of partnering with online-video weblebrities. These individuals have large, recurring audiences and fans. So their sponsored videos are far more likely to travel the web and be seen by millions. I showed the Hitviews case study on Fox Broadcasting as proof. Two of my Fox videos alone have surpassed 1 million views each, which was half the targeted views of the campaign (for “Fringe” and “Lie to Me”).

I was encouraged to speak with a number of creative directors (or former creator directors) that seemed excited about the prospects. I had feared that they’d feel threatened by an online-video “weblebrity” creating videos that aren’t as easy to control. But they seemed to appreciate the idea of giving a popular creator a creative brief, and some room to tailor the message to his/her audience and style.

Here’s the deck, though most won’t make sense without context. Steal away. Spread the word.

But remember two things above all. US/Canada border guards require passports, and don’t care to be videotaped even if it’s on a Hello Kitty Flipcam. Trust me on those.

Online-Video Stats August 2009

Here are some more stats about online video via ComScore and MediaBuyerPlanner.

Basically 161 million people watched online video in the U.S, and YouTube maintains a 40% share (followed distantly by Microsoft with 2.2%, and Hulu with even less). So when I use YouTube to refer to online video, it’s like saying “Coke” to refer to soda or “Scotch tape” to refer to adhesive transparent tape.

If you’re a stupid media buyer, here are the ad networks that can help you interupt people during their video-viewing experience:

Tremor Media ranked as the #1 video ad network with a potential reach of 68 million viewers, or 42.2% of the total viewing audience. YuMe Video Network ranked #2 with a potential reach of 59.1 million viewers (36.7% penetration) followed by ScanScout Network with 57.6 million viewers (35.7%).

Or you could try baking your brand message into content that people actually watch… product placement, sponsoring YouTube stars via Hitviews, or creating serialized content and praying someone will watch. It’s a tough call I know.

Hey, no offense Tremor. I know you guys do more than serve video ads… tell us about some of the stuff that works!

How to Keep Your Videos Copyright Clean

Copyright laws and online video: an eBook by Daisy Whitney

Daisy Whitney Customized Her Hair Based on Viewer Feedback

Daisy Whitney Customized Her Hair Based on Viewer Feedback

New Media Minute‘s Daisy Whitney has published an eBook titled “Keeping You and Your Content Out of Courts.” WillVideoforFood readers can enjoy 50% off the $34.97 by using the promotional code “Hitviews.” (I work with Hitviews to connect advertisers and online-video audiences, and its a sponsor of the book. Stand by for a new Hitviews.com redesign).

We all need to keep our videos from violating copyright laws, and if the $17.48 price saves you 45 seconds of an attorney’s time… it’s paid for itself already.

Keeping Your Content out of court
Some of the book’s topics that we discuss here at WVFF without any authority:

  • The Four Fair Use Factors
  • The Transformative Test
  • The Difference Between Parody and Satire
  • The Four-Pronged Test
  • Understanding Marketplace Harm
  • Is News Exempt?

 

 

 

 

For a free excerpt and to learn more, check out her eBook page. Just get your 3D glasses ready for her patented pink and gray branding.