With video attracting so many eyeballs, media strategy needs to consider online video, which means the media planner needs to understand the space as well.
Online video has most certainly gone mainstream. A July 2011 Pew Internet study found that 71 percent of online adults in the U.S. had used video-sharing sites like YouTube or Vimeo. Recent comScore data (May 2012) has the total monthly unique video viewers at 180.5 million, consuming nearly 36.6 billion video content views, working out to over 1,300 minutes of video content viewed per viewer that month. Among the sites for monthly video ad content viewed, Hulu and Google Sites (mostly YouTube) ranked as the top two with over three billion video ads served between them.
With video attracting so many eyeballs, these days media strategy needs to consider online video, which means the media planner needs to understand the space as well. To help get you acquainted, with the help of Baljeet Singh, group product manager at YouTube, I assembled this primer.
Some Advice From YouTube
YouTube's Singh reminds advertisers that "What you want to be doing is building out an audience of people that are loyally coming back to watch more of your videos. You're an advertiser but you're also a content creator. Know your audience - one of the biggest myths about YouTube is that you have to have a funny viral hit in order to be successful on YouTube," but humor doesn't always work in building real business. You might instead want to consider using how-to videos. "There are actually three times as many searches for the term 'how to' than for 'music video' on YouTube," says Singh.
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A highly driven subject matter expert with a thirst for knowledge, an unbridled sense of curiosity, and a passion to deliver unbiased, simplified information and advice so businesses can make better decisions about how to spend their dollars and resources, multiple award-winning entrepreneur Hollis Thomases (@hollisthomases) is a sole practitioner and digital ad/marketing "gatekeeper." Her 16 years working in, analyzing, and writing about the digital industry make Hollis uniquely qualified to navigate the fast-changing digital landscape. Her client experience includes such verticals as Travel/Tourism/Destination Marketing, Retail & Consumer Brands, Health & Wellness, Hi-Tech, and Higher Education. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book Twitter Marketing: An Hour a Day, published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.
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