We’ve learned a great deal listening to our users, so we recently took a poll to hear in your words what differentiates the video sharing sites we serve. We compiled your comments in a “Zagat’s” like format and added what you told us about different monetization opportunities.
We hope this table paints a picture of the video sites as they are today. Since this is based on your feedback, this is a living document that we will update based on your comments (see Table Updates to Video Sharing Site Characteristics). Please share your thoughts, bookmark the page and check back for updates!
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November 16th, 2007
As I wrote in a previous post, the use of video over the internet has quickly become a requirement for marketing. But how do you do it? We here at TubeMogul have compiled what we’ve learned by watching your successes (and failures), and put it in this report, “Web Video Marketing - Best Practices.” We even share with you a formula that we feel helps weight where to allocate your efforts in creating a video and putting it online. We do this with lack of regard for our safety, as we’re certain there will be those with strong opinions against such a formula. We welcome you to share what you think, whatever form that takes!
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October 23rd, 2007
In the past month of testing Load & Track, TubeMogul’s new universal upload and tracking tool, we decided to measure just how much lift distributing to more sites can give a video publisher. We looked at all of our testers and examined one particular case in great detail. The general results are interesting: increasing the distribution of your videos by just a handful of sites can have a significant impact on your viewership. We found upwards of 3x increase in number of views for many of our testers who previously uploaded to one or two sites, but began uploading to six.
Please take a look at the full report.
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July 24th, 2007
By many counts, over 300 million online videos are streamed daily. It’s hard to believe that YouTube was only started in January of 2005 given the incredible global consumer demand. While the models for monetization of these video streams really haven’t been figured out yet, the market is generally optimistic.
We at TubeMogul believe that better viewership data will help enable advertising models in this space. Through the development of our cross-site aggregated analytics tool, we have discovered that there is a fundamental problem that must be addressed for the online video industry to thrive financially – the lack of standards around what counts as a “view.”
How an online video site records a view for their online videos varies greatly from site to site. We conducted research to test such differences across eight of the top video sites (results can be seen in this report). While one site may count a view every time the play button is clicked, another might only count finishes. Further complicating the issue is how sites calculate views on embedded videos, page refreshes, and views from the same IP address. Therefore, an advertiser looking to use viewership data to allocate ad inventory or place viral videos has no comparative ability at this point in time. This lack of standardization has stymied business model growth for online video sites, content producers, and advertisers, and will continue to hamstring the industry until standards are in place.
We feel that it is incumbent on the leading video websites to come together to discuss and agree upon measurement standards. TubeMogul is prepared to host an event to get the dialogue started. Please contact me if you are a principal or senior executive at one of the top video sharing sites and are interested in participating in the standards effort – mark@tubemogul.com.
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June 27th, 2007
