FreddyNalts just got invited to apply for YouTube partnership. That is all.
Tag Archives: YouTube
Attic Rats, Preroll Ads & Show Your CPM
I was invited to join a web studio yesterday that provides a fixed CPM or cost per 1,000 views. That means the network promises you’ll earn no more and no less per video view… many of my friends have made that choice. It forced me to examine my current CPM and consider how that might change. Is it in my interest to accept a “floor/ceiling” amount? Or am I optimistic it will grow, and eager to benefit from that?
So today let’s look at attic rats, income for online-video ads, and contrast the sorry current state with what industry analysts predict.
Jim Louderback, CEO of Revision3, recently posted an intriguing article/rant about CPM prices… it’s titled “How Rats in the Attic Made Me Realize What’s Wrong With Prerolls.” Let’s examine the highlights to get a sense about why brands and online agencies have artificially depressed online-video advertising (despite shifts from print/TV to this medium).
Problem (according to Louderback):
Unfortunately, even though those two video ad experiences are as different as rats and wine (KN note: Louderback was inspired having received junk mail for rat extermination and wine), they were probably priced at similar CPMs. That’s because the online video ad market – particularly the pre-roll market — hasn’t progressed nearly as far as print. Those were two markedly different experiences, with wildly different levels of engagement. However, for many buyers, agencies and brands an on-line video pre-roll is valued the same wherever it runs, regardless of viewer intent, ad placement and playback environment. It’s as if Trump and “Take Air USA” paid exactly the same for those two print placements – even though their impact is worlds apart.
Solution (according to Louderback):
If you’re a video ad buyer, understand the value differences between in-banner impressions and engaged in-stream video ads. Focus your energy on the latter, and you’ll get far better results than if you lump the two together. Even though engaged, in-stream video ads will be more expensive, they are still a great bargain – especially if when you target demographic or content affinity along with the in-stream purchase.
Now let’s pull a “you show me yours I’ll show you mine” to see what poor targeting has done to the online-video economy.
Here’s a question for those brave enough to admit in comments below (feel free to use an anonymous name). What’s your YouTube CPM (income per 1000 impressions)? In other words, how much do you make per 1,000 views? It’s easy to compute: simply take your earnings in a given month, divided by the total number of views you get per month (divided by 1,000).
- Example: you earned $200 last month. Your videos were viewed 100,000 times. So you divide $200 by (100,000/1,000). You get $200 divided by 100 equals $2.00 CPM.
- Since YouTube keeps about a half, that would mean the company is fetching about $4 CPM… which is horrendously low if prerolls were used.
- Show us your CPM?
Good news: eMarketer puts online-video advertising growth at more than 43% in the next year and 35% the next year. As marketers become more targeted and sophisticated, we should easily see a CPM lift of 20-30%.
What To Do When You Go Viral… Accidentally
So your video of you dog/baby/pratfall suddenly goes viral, and you’re faced with choices… how do you capitalize on the luck?
I’ve had the pleasure of informally coaching viral lotto winners, from “David At the Dentist” and Richter Scales to the recent Dagfinn (who is navigating his stick the way I manage my career). It’s a small world, and if I’m checking e-mail I’m happy to help a fellow “Viral Video Genius.”
Anyway, here are some of the pieces of pro-bono advice (I never ever ever charge fellow creators) which I’ve provided. In general, the goal is to knock out some important things (getting channel in shape, applying to be YouTube partner, tagging video), enjoy the ride, and hope the 15 minutes lasts.
- Get your YouTube channel submitted to become a Partner (I used to help rush that before YouTube scaled back on human contact)
- Optimize the video for search. Most viral lotto winners have failed to describe the video, and load the description/keywords with terms that people might use having heard about the clip.
- Provide a URL (or Facebook fan page) in the video description with more info and contact information. It’s very difficult to use YouTube’s lousy message system which GOD FORBID they merge with Gmail (I’m on year 4 of that idea). Make sure this hyperlink appears in the truncated description.
- Pay attention to, but doubt, the multitude of business propositions. Sure it may make sense to create some merchandise but a) it’s kinda cheesy, and b) It won’t be a drop in the bucket relative to ad revenue.
- Pray the viral viewing continues. By my best guess, David at the Dentist has paid for an Ivy League college with his viral clip, which has surpassed 100 million views.
- Be open to a sponsorship ($5-$20,ooo) but that depends on timing and the content. It’s unlikely these will keep rolling in, so be selective and more while the video is hot. It’s generally hard to find these… they kinda have to come to you.
- If you’re lucky enough to get national media inquiries DO IT. It’s free (except hotel/travel), but it will drive views and intrigue. If you are going to merchandise, here’s a way to promote that subtly. For instance don’t pimp a website, but consider wearing a t-shirt that celebrates your viralicity.
- If you plan on creating more videos, then ask viewers to subscribe. Also create a good looking YouTube channel page… otherwise people won’t even think about subscribing… they’ll just think it’s a one-hit wonder.
- Post more videos but do not expect anywhere near the views. For proof, check the other videos on any channel that has a viral one. It’s very rare to see, for instance, a second “Charlie Bit My Finger” do anything even close to the first. Still worth trying.
- If you want to do some audience development and promotion, check out my free eBook called “How To Get Popular on YouTube Without Any Talent” (version 4). If you really want to get fancy, pick up my real book “Beyond Viral“).
What Happens in 60 Seconds on the Internet
Hats off to infographicguy’s visual and exciting explanation about what happens in 60 seconds on the Internet. Imagine if more companies used video and infographics to communicate otherwise complicated ideas. They can hire their agencies, or ask the infographics guy for help for what would likely amount to 1/10th the cost.
Interview With Al, YouTube’s Algorithm Monster
We at WillVideoforFood were honored to be granted the first interview with Al, YouTube’s Algorithm Monster. Al makes critical determinations about what videos get seen, which subscribers see what content, what videos are placed as “related video,” and what videos are “spotlighted” throughout the site. He recently took many amateur creators down to 25% of the views they had this summer, effectively dropping their income by the same amount.
WVFF: How are you, Al?
AL: Al scared and not happy. Very sad.
WVFF: Why?
AL: Al made changes for YouTube bosses to make people stay on YouTube longer. It work. YouTube visits increase in duration by .0005%. But Al accidentally punished amateurs. Now amateurs upset with Al. They come to Al’s swamp with torches.
WVFF: Can’t you change them back?
Al: Al no make backward changes only forward. Evolve not devolve.
WVFF: So how about a forward change that keeps independent content creators steady on their views.
Al: Why Al do that?
WVFF: I don’t know. It seems it would keep independent creators motivated and loyal, and ensure that YouTube has content that can’t be seen on TV or other places.
Al: YouTube masters told me professional content more important. We go professional. No more cats and vloggers. We go “2 and a Half Men.” Me do what told.
WVFF: Al. Do you honestly think YouTube is poised to compete with networks and cable companies? That’s waging war, and it’s not what people want via online video yet.
Al: Al sad. Eyes leaking.
WVFF: Why, Al?
Al: Because you right. But masters at YouTube tell Al what to do. Al get blamed. They hurt Al.
WVFF: Sometimes, Al, you’ve got to show uncommon courage… doing what you know is right, not what people are asking you to do.
Al: Al feel better now. Al make it fair for amateur creators again. Al not want video creators sad like Al.
WVFF: Thanks for your time, Al. Just one final question.
Al: Yes, Nalts.
WVFF: How do you make changes to the algorthym while you’re in this swamp?
Al: Al only do interviews, poop, and sleep in swamp. Al walk to YouTube campus and bathe. Then Al make program changes.
Online-Video is Looking More Like Television
comScore’s September data sheds some light on the non Google video-sharing sites, the top ad networks, and the top-1o channels on YouTube, all of which are professional. The biggest takeaway? The Santa María, La Niña, and La Pinta have long since landed and the corn-sharing Indians are being run off the east coast.
- Professional content (or web studios representing amateurs) are leading the charts
- The market remains highly centralized among one or two key players
- Ads are now pervasive
- YouTube is increasing its personal white-glove service among the top 100 YouTube partners (including lavish events), and moving many subordinate Partners to e-mail only deidentified support (this isn’t reflected in comScore).
Now let’s look at comScore highlights…
- Google/YouTube retains its leadership with 161 million unique viewers (followed by Vevo with about 57K). More importantly, it clocked in a 378 minutes per viewer, which beats Hulu’s 180 minutes. Hulu’s 27K unique viewers watched 642,000 minutes of video (YouTube’s got 18 million). Also worth noting is Microsoft and Viacom’s overtaking of Facebook and Yahoo (two sites that could have been online-video leaders)
- Ad networks run those prerolls and keep the online-video body flowing with life saving blood. Here are the leaders: Hulu is #1, Tremor Video ranked second overall with 811 million ad views, followed by Adap.tv (803 million) and BrightRoll Video Network (665 million).
- Professional studios rule the most-viewed channels, but note that some amateurs are represented by these players. Gaming channel Machinima ranked third with 17 million viewers, followed by Maker Studios (which has signed a number of YouTube weblebrities) with 9 million, Demand Media with 6.8 million and Revision3 with 5.4 million.
Busted: I Know What You Videotaped Last Summer
Busted. I’ve got 50/50 odds that you’re one of those people that secretly videotapes others. So I don’t want ANY more shit about my prank antics, okay?
Harris Interactive polled more than 2,000 adults and found that 50% of Americans would use a Smart phone to make a secret video (note wording is “would” not “did”). So what would we videotape?
• 23% – people in embarrassing outfits
• 20% – athletes at a sporting event
• 15% – someone tripping/falling
• 10% – sexy waitress at a restaurant
• 9% – shirtless hunk mowing the neighbor’s lawn
• 7% – cheerleaders
• 7% – boss or coworker sneaking a second doughnut
• 6% – disgusting grooming habits
• 5% – couple kissing or making out
• 8%- other
YouTube Changes Algorithm: Are Amateurs Losing?
YouTube clearly changed its algorithm for getting views. As you can see in the chart below, I’ve dropped from 320,000 views per day to 80,000. That’s a nice number, but 25% what it was just months ago. I was on a nice streak for a few months, and before that was anywhere from 100,000 to 400,000.
I think it’s been several years since I averaged 80,000. Well… fun ride while it lasted. Maybe the 15 minutes are over. Still, I’m working on my first web series (Unlicensed Therapist) with hopes this is temporary.
The Future of YouTube Using YouTube
Check out Tim Schmoyer’s new show with ReelSEO (Mark Robertson) on the subject of online video. I’m biased because I really, really like Tim and Mark… but you’ve got to admit the format is tasty. Rapid-fire delivery of important topics, like YouTube’s changes, TV networks online, and even Blip.tv! And he’s got BLOOPERS!
Tim plus ReelSEO is like peanut butter and chocolate, and the vlogger videoauthority promises to show us how to change our YouTube name without losing our subs and starting over. Hmmmm. Go sub.
Yahoo Video Out-YouTubes YouTube
The latest version of Yahoo Video arguably out-YouTubes YouTube itself. There are just two problems with Yahoo Video, using this Butterfinger Comedy section as an example. First, I’m not a fan of auto-roll videos (especially the jabba the hut neck dude, which hits too close to home). Second, YouTube is still better at customizing videos based on my preference.
Otherwise I’d give Yahoo Video a like and thumb’s up for finding good content. Clearly a number of people are curating content, and Yahoo Screen is very 3.0ish… looks like it’s making that critical leap from web to TV.
Now let’s identify what we need from online video:
- Ability to toggle between short and long form content (for different types of sessions).
- Toss to TV… allow longer videos to be saved, and automatically cued on TV.
- Better predictive recommendations.
- We like current, so current videos should get primacy (and they don’t sufficiently on YouTube or Yahoo).
- More intuitive user experience tools
- Less clutter
- Separation between vloggers/amateurs and pro content
- Integration with social network (YouTube should have done more of this with Google Plus launch)
I’ve always wondered why Yahoo, who is more about content, slept through the online-video revolution… snubbing amateur content. Now it seems to be taking a more YouTube approach. The trick, however, is that out-YouTubing YouTube doesn’t mean customers will flock. Yahoo needs to create a Yahoo edge that takes online-video to 2012-2015. What’s it gonna be, Yahoooooooo?
Hey I just realized Yahoo Video called me a year or so ago to discuss a program like YouTube Partners, and then dropped the ball. Bastahds.
