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 ClickZ expert columnist since 2005, Hollis Thomases (@hollisthomases) is president and founder of Maryland-based WebAdvantage.net, an online marketing company that provides results-centric, strategic Internet marketing services, including online media planning, SEO, PPC campaign management, social media marketing, and Internet consulting. Author of Twitter Marketing: An Hour a Day and an award-winning entrepreneur, Hollis is the Maryland 2007 SBA Small Business Person of the Year. Hollis speaks extensively on online marketing, having presented for ClickZ, the American Marketing Association, SES, The Newsletter and Electronic Publishers Association, The Kelsey Group, and the Vocus Worldwide User Forum. WebAdvantage.net's client list has included Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, K'NEX Construction Toys, and Visit Baltimore. The agency was recognized as a "Small Giant" by the Greater Baltimore Tech Council and was chosen as a "Best Place for Business Women to Work" by "Smart Woman Magazine."
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