Analysis for 'Brand Marketing'

  • Study: YouTube Beauty Video Views Up 50% In Past 15 Months

    Pixability has released its second annual, deep-dive, "Beauty on YouTube" report, finding, among other things that beauty video views have increased by 50% between January, 2014 and April, 2015. Overall, beauty is one of the most vibrant verticals on YouTube, with 1.8 million videos driving 45.3 billion total views to date, of which 55% are now viewed on mobile devices.

    There are over 123 million subscribers to YouTube beauty channels. Makeup accounts for 51% of beauty videos, far ahead of hair (28%), nails (10%) and skincare (6%). No surprise, 89% of YouTube's beauty audience is female.

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  • Branded Videos Generated 8.3 Billion Views in 2013, Up 44% vs. 2012

    People want to skip ads, right? The conventional wisdom is yes, but it turns out the answer isn't quite so simple. In fact, viewers are seeking out, watching and sharing certain types of advertisers' messages in record numbers. According to Visible Measures 2013 Branded Video report, branded videos (video campaigns advertisers posted online, as opposed to video ads that run in-stream, etc.), generated 8.3 billion views, up 44% vs. 2012.

    There's huge momentum in branded videos: of the 8.3 billion views, 6.5 billion, or 78%, were for campaigns newly launched in 2013. This compares with 3.8 billion views for new campaigns launched in 2012 and 1.7 billion views for campaigns launched in 2011.

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  • Report: Major Brands Control Just 3% of YouTube's 14.9 Billion Beauty Videos

    According to a new report from video analytics provider Pixability, beauty brands are dominated on YouTube by independent beauty personalities and video bloggers ("vloggers") in terms of video views and engagement. Pixability found that major brands have just 3% of the 14.9 billion beauty-related video views on YouTube. YouTube vloggers, "haul girls," and other beauty content creators control 97% of conversations around beauty topics and related brands on YouTube.

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  • Brightcove Survey: 62% of Viewers Blame Brand if They Experience Poor Video Quality

    Poor quality online video experiences cost brands in numerous ways, according to a new Brightcove survey. 62% of respondents are likely to blame the brand, rather than their ISP or video hosting provider such as YouTube, when encountering poor quality video. In addition, 60% of respondents experiencing poor video quality said it would dissuade them from social engagement with the brand, 57% said they'd be less likely to share a low quality video and 23% said low quality would make them hesitant to purchase from the brand.

    The Brightcove survey highlights quality issues with YouTube specifically, which brands have aggressively embraced for its massive reach. But while YouTube offers huge audience potential, 75% of survey respondents reported experiencing buffering and freezing on the site, with 33% saying these problems affect half of the videos they watch. This leads to about 1/3 of viewers experiencing problems abandoning the video rather than waiting for the buffering to stop.

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  • Poll Shows Strong Interest in Building Video Audiences Through Paid Recommendations

    Taboola and Kaltura have released the results of a poll taken during a recent webinar they conducted, in which attendees (content publishers and advertisers) were asked about their interest in using paid recommendations/native advertising to build their video viewership. The poll found that while 27% currently use paid recommendations/native advertising, 95% said they would "consider switching from  marketing their videos using traditional advertising to paid recommendations/native advertising in the next few years."

    (Note a couple of caveats here: the sample size was just 34 respondents, so the results are more directional than statistically significant. Also the webinar itself was focused on content recommendations, so presumably those attending were already interested in the topic.)

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  • Study: 99% of Top Global Brands Embrace YouTube Marketing, But With Divergent Results

    Underscoring how important YouTube has become as a marketing channel, a new study (free download here) from Pixability has found that all but one of the Top 100 Global Brands (as identified by Interbrand) now maintain a presence on YouTube. Together these 99 brands have generated 9.5 billion views on YouTube across 2,200+ channels, with over 258K videos posted.

    Beyond the overall volume of activity, the Pixability study discloses a wide variation in the activity level and effectiveness of the brands' channels. Most striking is that less than half the brand videos posted gained 1,000 views or more while just 1,300 videos - a tiny fraction of all the total posted - achieved more than 1 million views. Further, 37% of brand channels haven't been updated with new content in over 120 days and many brands' channels were simply inactive.

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  • 4 News Items Worth Noting from the Week of July 13th

    Following are 4 news items worth noting from the week of July 13th:
     
    TV Everywhere survey should have cable industry clicking their heels - I wasn't at all surprised to read results of a new Solutions Research Group survey fielded to 500 Comcast and Time Warner Cable subscribers giving the concept of TV Everywhere positive reviews. As Multichannel News reported, in the overall survey 28% of respondents said the idea was "excellent" and 45% said it was "good." Digging in further though, among those 18-49 the "excellent" score surged to 80%, while 87% of Hulu and Fancast users approved of the idea. Unprompted, respondents cited benefits like convenience, remote viewing, getting better value from their cable subscriptions, watching on PCs in rooms without TVs and catching up on missed programs. My take: consumers "get" what TV Everywhere is all about and already have positive initial reactions, meaning there's very significant upside for the cable industry.

    Paid video forecast to surpass free - A Strategy Analytics forecast that got attention this week says that the global paid online video market will be worth $3.8B in 2009, exceeding the global free online video segment which will total $3.5B. I haven't seen the details of the forecast, but I'm very curious what's being included in each of these numbers as both seem way too high to me. The firm forecasts the two segments to grow at comparable rates (37% and 39%), suggesting that their size will remain relatively even. I suspect we're going to be seeing a lot of other research suggesting the paid market is going to be far larger than the ad-supported market as sentiment seems to be shifting toward subscriptions and paid downloads.

    Consumer generated video contests remain popular - VideoNuze readers know I've been intrigued for a while now about contests that brands are regularly running which incent consumers to create and submit their own videos. Just this week I read about two more brands jumping on the bandwagon: Levi's and Daffy's retail stores. NewTeeVee had a good write-up on the subject, citing new research from Forrester which reviewed 102 different contests and found the average prize valued at $4,505. I see no end in sight for these campaigns as the YouTube generation realizes it's more lucrative to pour their time into these contests than training their cats to skateboard. Brands too are recognizing the wealth of amateur (read cheap!) talent out there and are moving to harness it.

    MySpace has lots of work ahead to become a meaningful entertainment portal - The WSJ ran a piece on Monday based on an interview with Rupert Murdoch in which he was quoted as saying MySpace will be refocused "as an entertainment portal." That may be the winning ticket for MySpace, but I'm not totally convinced. MySpace has been in a downward spiral lately, with a 5% decline in audience over the past year, a 30% headcount reduction and an executive suite housecleaning. While always strong in music, according to comScore, its 48 million video viewers in April '09 were less than half YouTube's 108 million, while its 387 million video views were about 5% of YouTube's 6.8 billion. Clearly MySpace has a very long way to go to give YouTube serious competition. It will be interesting to see if the new management team Murdoch has installed at MySpace can pull off this transition.

     
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  • Reviewing My 6 Predictions for 2008

    Back on December 16, 2007, I offered up 6 predictions for 2008. As the year winds down, it's fair to review them and see how my crystal ball performed. But before I do, a quick editorial note: each day next week I'm going to offer one of five predictions for the broadband video market in 2009. (You may detect the predictions getting increasingly bolder...that's by design to keep you coming back!)

    Now a review of my '08 predictions:

    1. Advertising business model gains further momentum

    I saw '08 as a year in which the broadband ad model continued growing in importance as the paid model remained in the back seat, at least for now. I think that's pretty much been borne out. We've seen countless new video-oriented sites launch in '08. To be sure many of them are now scrambling to stay afloat in the current ad-crunched environment, and there will no doubt be a shakeout among these sites in '09. However, the basic premise, that users mainly expect free video, and that this is the way to grow adoption, is mostly conventional wisdom now.

    The exception on the paid front continues to be iTunes, which announced in October that it has sold 200 million TV episode downloads to date. At $1.99 apiece, that would imply iTunes TV program downloads exceed all ad-supported video sites to date. The problem of course is once you get past iTunes things fall off quickly. Other entrants like Xbox Live, Amazon and Netflix are all making progress with paid approaches, but still the market is held back by at least 3 challenges: lack of mass broadband-to-the-TV connectivity, a robust incumbent DVD model, and limited online delivery rights. That means advertising is likely to dominate again in '09.

    2. Brand marketers jump on broadband bandwagon

    I expected that '08 would see more brands pursue direct-to-consumer broadband-centric campaigns. Sure enough, the year brought a variety of initiatives from a diverse range of companies like Shell, Nike, Ritz-Carlton, Lifestyles Condoms, Hellman's and many others.

    What I didn't foresee was the more important emphasis that many brands would place on user-generated video contests. In '08 there were such contests from Baby Ruth, Dove, McDonald's, Klondike and many others. Coming up in early '09 is Doritos' splashy $1 million UGV Super Bowl contest, certain to put even more emphasis on these contests. I see no letup in '09.

    3. Beijing Summer Olympics are a broadband blowout

    I was very bullish on the opportunity for the '08 Summer Games to redefine how broadband coverage can add value to live sporting events. Anyone who experienced any of the Olympics online can certainly attest to the convenience broadband enabled (especially given the huge time zone difference to the U.S.), but without sacrificing any video quality. The staggering numbers certainly attested to their popularity.

    Still, some analysts were chagrined by how little revenue the Olympics likely brought in for NBC. While I'm always in favor of optimizing revenues, I tried to take the longer view as I wrote here and here. The Olympics were a breakthrough technical and operational accomplishment which exposed millions of users to broadband's benefits. For now, that's sufficient reward.

    4. 2008 is the "Year of the broadband presidential election"

    With the '08 election already in full swing last December (remember the heated primaries?), broadband was already making its presence known. It only continued as the year and the election drama wore on. As I recently summarized, broadband was felt in many ways in this election cycle. President-elect Obama seems committed to continuing broadband's role with his weekly YouTube updates and behind-the-scenes clips. Still, as important as video was in the election, more important was the Internet's social media capabilities being harnessed for organizing and fundraising. Obama has set a high bar for future candidates to meet.

    5. WGA Strike fuels broadband video proliferation

    Here's one I overstated. Last December, I thought the WGA strike would accelerate interest in broadband as an alternative to traditional outlets. While it's fair to include initiatives like Joss Wheedon's Dr. Horrible and Strike.TV as directly resulting from the strike, the reality is that I believe there was very little embrace of broadband that can be traced directly to the strike (if I'm missing something here, please correct me). To be sure, lots of talent is dipping its toes into the broadband waters, but I think that's more attributable to the larger climate of interest, not the WGA strike specifically.

    6. Broadband consumption remains on computers, but HD delivery proliferates

    I suggested that "99.9% of users who start the year watching broadband video on their computers will end the year no closer to watching broadband video on their TVs." My guess is that's turned out to be right. If you totaled up all the Rokus, AppleTVs, Vudus, Xbox's accessing video and other broadband-to-the-TV devices, that would equal less than .1% of the 147 million U.S. Internet users who comScore says watched video online in October.

    However, there are some positive signs of progress for '09. I've been particularly bullish on Netflix's recent moves (particularly with Xbox) and expect some other good efforts coming as well. It's unlikely that '09 will end with even 5% of the addressable broadband universe watching on their TVs, but even that would be a good start.

    Meanwhile, HD had a banner year. Everyone from iTunes to Hulu to Xbox to many others embraced online HD delivery. As I mentioned here, there are times when I really do catch myself saying, "it's hard to believe this level of video quality is now available online." For sure HD will be more widely embraced in '09 and quality will get even better.

    OK, that's it for '08. On Monday the focus turns to what to expect in '09.

    What do you think? Post a comment now.

     
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