TubeMogul BlogPosts filed under 'Video Advertising'Full-Length TV Episodes Haven’t Taken Off On YouTube (Yet)Full-length shows are not popular on YouTube, despite heavy promotion of the site’s new “Shows” section. In all, YouTube has 3,215 full-length TV episodes, but only averages 7,407.9 views per episode.
Comments June 16th, 2009 Building An Audience For An Episodic Web Series Is HardWe released this research to AdAge a few months back, but now that it’s securely behind their pay-wall I wanted to share the results publicly for the first time. Taking a sample of 50 top professionally-produced, episodic Web series, including short-form shows from top TV networks and new media studios, we broke down total cross-site views for the first eight episodes of each of these shows. The results? Building an audience past episode one is extremely difficult for this genre, as 64.31% of audiences never return to watch episode two, on average. Given the fickle attention span of the typical online video viewer, perhaps this isn’t surprising. Comments June 4th, 2009 CNN Refers Fickle Online ViewersWe are proud to count many nonprofits and government agencies among our clients, in addition to media companies, marketing agencies and others in the corporate world. One of our favorites: The Greater New Orleans Community Data Center, an information center that facilitates “nonprofit grantwriting, advocacy, planning and decision-making in post-Katrina New Orleans.” Recently, GNOCDC was featured on CNN, and saw a subsequent spike in traffic. PR-wise, this seems like a dream come true, but it came with a catch: the audience dropoff for the informational video featured on their homepage was far more severe post-CNN mention, suggesting that viewers referred by CNN are less valuable as leads. Here are the numbers:
Comments March 12th, 2009 Advertisers: Want To Reach a Young, Male Audience?Then look no further than Seth Macfarlane’s “Cavalcade of Comedy” on YouTube. According to our demographics reporting, 83.39% of its viewers are male, with 62.68% between the ages of 15 and 24 (details below). Given this, Burger King as a sponsor makes a lot of sense (but does Priceline?). Of course, if you really are an advertiser, be sure to check out TubeMogul Marketplace, which now counts over 3500 profiles of video producers, complete with viewership statistics and contact info.
Comments March 3rd, 2009 Research: How Do People Discover Videos Online?For our latest research, we set out with a simple question: how do people discover videos online? To answer, we used TubeMogul InPlay to record what sites viewers are coming from for a sample of 35.5 million streams on six top video sites. The results? The most common way viewers find a video (45.13% of all views our sample) is intuitive: going to a video site and running a search or clicking around the featured or related videos. In terms of sites referring video views, no single source dominates, with a variegated long tail of mostly blogs sourcing 80.88% of all referred traffic in our sample. Google is the top individual site referring video views at a modest 7.19% of all referred video traffic. While unlocking a formula for making videos go viral has long been the “El Dorado” of the online marketing world, perhaps this research gives us some clues: reach out to bloggers and optimize a video’s meta-data to ensure it ranks highly on intra-video site plugs. Sphere: Related ContentComments February 13th, 2009 Viewership Demographics For Obama’s New White House Channel On YouTubeLast week, the White House set up a YouTube channel to host official videos, and the first few videos are racking up an impressive number of views. In terms of demographics, Obama’s early audience slants younger (37.11% is 19 or under), and 16.98% more female than YouTube in general (below). Comments January 26th, 2009 Burger King’s Tasteful Viral VideoAllegations of cultural imperialism from left-wing bloggers are sure to abound, but I was thoroughly entertained by this latest viral video from Burger King:
Comments December 8th, 2008 Rich Tracking For Brightcove UsersToday, video platform Brightcove announced an expansive list of new affiliate service providers. Among them: TubeMogul InPlay, which can now be activated within minutes for any Brightcove user. The plugin tracks rich statistics like audience engagement, geographic region, viewer attention span and site performance — all in real-time. Comments December 8th, 2008 |
