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Your Cheat Sheet for Sales Intelligence
Allison Stern – October 31, 2016
It's no surprise, sponsored video content is on the rise. Viewers love it because content appears organic and is more informative and engaging, and publishers love it because it represents a viable monetization path. Clearly, there is a vast opportunity for brands and content publishers to partner together to create strategic and valuable partnerships. However, a question a lot of content publishers and media companies are faced with is - "where do I start?" and "how do I convey the value of my network to brands?". Tubular can be leveraged as a video intelligence tool to find brands who are investing in sponsored content and also pitch sponsored content partnerships to brands. In this post, we will teach you how to create a data-driven content and distribution strategy to pitch to brands. First things first, let's look at the Tubular Track Dashboard to see how sponsored video is performing on the whole. As we can see, over 275K videos have been uploaded all time, with over 21.5 billion views and 608M engagements - WOAH - it also looks like things really started to heat up in January 2016, with many publishers jumping on the branded content wagon. All-Time Sponsored Video Growth Now let's look at the top performing branded content video in the last month. The Facebook video, "Naples loves Nutella" - published by Insider Travel, garnered the most views with a V30 (first 30-day video views) of 31 million and ER30 (first 30-day video engagement) that is 0.5x more engaging than the average video. This delicious clip features the Italian food mecca Naples, and the various applications of the famous hazelnut-chocolate spread Nutella. Best Performing Sponsored Video - September 2016 So how do you achieve a match made in Nutella heaven? In today's blog post, we'll explore how to leverage Tubular to prove the value of your content and audience to create stellar pitches for brands and advertisers. In this blog post, you'll learn how to: Find Your Story Prospect & Pitch Target & Measure Step One: Find Your Secret Sauce... So, let's kick things off. First, and foremost, it's important that you find your unique story and differentiator and determine what you're number one in - you can be number one in many different metrics or elements, some of which we've outlined below: Views Engagement Category or Topic Rank Campaign Performance Audience Demographic Match Audience Affinity Match It's important to have this data point to effectively pitch yourself out to brands. Now, let's review some interesting ways Tubular customers are already doing this... Here, by looking at Tubular Rankings from August, we can see that The LADbible Group ranked second across global media properties - trumping their competitor UniLad in overall August views. Similarly, BuzzFeed can also highlight that it has 53% more views than The LADbible Group. Top Media Rankings - August 2016 A recent example of highlighting best performance in a category was when Variety featured an article on James Corden's top position in the late-night video category. Using Tubular data, CBS Interactive was able to highlight the success of James Corden's Carpool Karaoke in a press release. The story was picked up by more than 30 publications including USA Today and Billboard. Tubular data continues to be used to verify Carpool Karaoke’s place as a top viral hit. Clearly, we can see from the example below that The Late Late Show with James Corden, occupies the top three position with video 4 and 5 belonging to NBC's The Tonight Show Starring Jimmy Fallon. Top 5 Best Performing Late-Night Video Clips Using Tubular, we can also identify audience demographic match and brand affinity. In this example below, we can see that Team Coco's audience demographics skew heavily male, with 85% of its content popular and ripe for pitching to brands that are popular amongst male audiences. You can view audience demographic data in Creator Intelligence, by delving into a specific creator's channel. Team CoCo Audience Demographic Data In addition to being popular with a male demographic, Team Coco also boasts high affinity amongst gaming franchises Bethesda and Xbox. In this Creator Intelligence example, we can see that Conan's audience is 6.3x more likely to engage with Bethesda, sharing 4.9% in audience overlap. Team Coco Audience Brand Affinity As you can see from the above examples, using these dimensions, there are multiple ways to prove you are number one. At this point, it is important to note that it is difficult to be number one in everything, so be mindful of this when pitching to brands, make sure you are promising them the right metrics, i.e., views, engagement, audience overlap, etc. Another way you can highlight your soapbox status is by showing your performance in a specific category. Whilst Pillsbury may not hold the top spot for brand channels based in the United States, they do hold the top-spot for the food category. Using Creator Intelligence, and the Topic and Country filters, we can view best-performing food brands in the United States - which for September appears to be America's baking-goods favorite, Pillsbury - with over 29.2 million views. Top 3 Performing Food Brands - September 2016 Step Two: Prospect & Pitch... So after you've found your story, the next step is to prospect and pitch to the brands you are targeting. Looking at the "Sponsored Videos" Saved Search in Track Dashboard, you can glean insights into the brands that are investing in sponsored video. For example, searching for a beauty brand for a sponsored, influencer collaboration? With the click-of-a-button, you can view all sponsored videos in Video Intelligence and sort by "Cosmetics" in the Topics filter to see which beauty brands have made recent investments in sponsored video. Looking at the first video featuring beauty influencer, Chloe Boucher we learn that she has featured make-up brands Giorgio Armani and NARS in her make-up tutorial. Sponsored Video Beauty Category Performance - September 2016 Chloe Boucher - September 2016 Here, V30 (first 30-day video views) can also be used as a powerful metric to predict organic view growth. In this example below, we can see that Chloe Boucher's shopping haul video on Zara, Topshop and BT2 has over 72.3K views with a V30 of 70.4K, her content also boasts strong engagement, with 1.3x ER30. Looking at Chloe Boucher's performance at the creator level, we can see that her channel earned 1.2 million views in the month of September and a V30 of 72.8K - which is very similar to the V30 at the video level. "Zara, Topshop & BT2 Haul I Chloe Boucher" Video, V30, Video Intelligence Step Three: Target & Measure... The final piece of the puzzle, after a campaign has run and the collaboration is said and done you should be measuring performance. As a publisher, how do you ensure that you are delivering results to brands and as a brand how do you ensure that you are getting a solid return on your investment? Most recently, major sports teams have expanded their sponsorship opportunities via Facebook. In this example below, we can see a recent video from Papa John's and Major Leauge Baseball (MLB). On every Facebook video that MLB posts of a home run, they have a "handshake" collaboration with Papa John's. Here, MLB can clearly highlight to Papa John's the power of their sponsored campaign in comparison to native content promoted on the Papa John's channel, with 52% more views and content that is 9x more engaging. Side-by-Side Comparison of Native Papa John's Video vs Sponsored MLB Papa John's Video Using a Tubular "Saved Search" in Video Intelligence, we can also send these videos to the Track Dashboard for a side-by-side comparison. Clearly, the sponsored MLB Papa John's collaboration is much more engaging than native Papa John's video content. In this view below, we can see that MLB Papa John’s sponsored campaign which began in June, has already outperformed ALL Papa John’s video content. MLB Papa John's Sponsored Content vs Papa John's Native Video So there you have it! We hope these tips will help you source Tubular data to better inform your sales pitches to advertisers. Remember, we're always here to help customers achieve their online video missions - contact your Customer Success Manager or firstname.lastname@example.org. You can also browse our Help Center for more info and access our on-demand webinar series.Read more
How To Run A Successful Video Game Launch Using Tubular
Caroline Lu – July 14, 2016
Tubular’s mission is to empower the online video community by providing the tools and insights to identify influencers, support sales teams, design winning content strategies, and benchmark internally and competitively. In this blog post, we’ll look at how a major gaming company leverages Tubular to succeed in online video. Scouting Other Teams In The League Before a big sporting match, coaches hold pre-game strategy sessions to review in detail the opponent's strengths and weaknesses in order to strategize and execute key plays. When making goals and projecting success for an upcoming video game launch, it is just as crucial to have a clear idea of the competitive landscape. The most helpful approach would be to analyze competitors at the game-title level (rather than at a company level). Say, for example, you want to launch a sports simulation video game. You would want to check out FIFA and NBA games at the very least. Fans following content about these titles are likely the same ones who would be interested in this new release. Taking a pulse-check of the performance of games in the same genre will offer a clear frame of reference when projecting reach and engagement of content promoting the new game. After creating a custom channels list of potential competitors that include FIFA, NBA 2K, and Pro Evolution Soccer, here’s a peek at top content sorted by V30 (views generated in a video’s first 30 days). You’ll see that sorted by V30s, NBA 2K has a huge presence at the top (with content uploaded in the last 90 days). Their most viewed content include clips about Kobe Bryant and championship live-streams. FIFA is also high up there, with game outtakes. Moving forward, you can keep these content styles in mind when thinking about what promotional content to produce for the launch of a game in the same genre. To take it one step further and see what really resonates with audiences, we can sort this selection by ER30 - which ranks engagement relative to the rest of the online video universe. Now, we see that both Pro Evolution Soccer and NBA 2K rock on the engagement front, particularly when it comes to game trailers, finals highlights, timely clips, and behind-the-scenes content. Combining the insights from this batch of top performers as well as those who have high V30s, you start to develop a good idea about what kind of promotional content will entice viewers to click and watch. At this point, you have a good understanding of how official branded content performs – what does well, what attracts views, what potential competitors are knocking out of the ballpark, and what insights to utilize moving forward. But that’s only a piece of the puzzle. To run a truly successful video game launch, you’ll need to identify the right influencers for your brand, ones who can drive high views and engagements. It’s not about influencers who have the biggest following or who are the most famous. In the words of our gaming customer, it’s about “finding true advocacy.” Adding Key Influencers to the Roster The first step in identifying the right influencers for this campaign is to check out which influencers are creating content for existing sports games. Then, we can ask questions such as, do they make content specifically for this game? Is it the first time they’ve done this? We can compare gaming creators side-by-side, look at views-over-time, and confirm who’s doing what well. Take FIFA, for example. We’ll do a quick search for content about the most recent FIFA release, and exclude official and brand content, giving us only UGC from the last 30 days. Upon initial research, these are the creators generating the most views for FIFA. This sets us in the right direction, but also poses a few challenges. Influencers with large followings are expensive – MattHDGamer has over 2.6 million followers and DjMaRiiO has about 2 million. If budget allows, they can certainly be a quality investment. However, if the influencer marketing budget is leaner, then we can use these famous creators to help determine a baseline. What is their average engagement? What is their reach? Is their content organic? What type of content do they create? With this information in mind, you are now empowered to cherry-pick and approach influential creators with smaller followings, such as those in this curated list filtered by a views limit of 10 - 100K: For a more accurate search, you can try eliminating creators who produce only FIFA related content (as you want content on all sorts of sports simulators). A few weeks prior to the game launch, you can then reach out to these select creators with an exclusive opportunity for a game review, as well as statistics from Tubular that support the fact that their audience enjoys sports simulator games and might be interested in this new release. Press Play There you have it! Tubular Intelligence powers the competitive intelligence and influencer identification that is necessary to support a successful game launch for a newly released title. Game on!Read more
How Wilton Can Boost Their Bake Sales With Tubular Video Ratings
Allison Stern – May 9, 2016
Last week we launched Tubular Video Ratings (Beta), a new set of metrics designed to standardize and simplify online video measurement with an apples-to-apples comparison of views and engagement across leading video platforms. Think of Tubular Video Ratings as the Nielsen ratings of the online video universe. In last week’s blog post, we shared how Media Companies and MCNs can leverage Tubular Video Ratings for speedy influencer identification, as well as for competitive benchmarking of video content and properties. Today, we’re investigating how Tubular Video Ratings can help brands identify the right influencers – influencers who align with their brand personality, and who will boost brand awareness and drive ROI. Test Kitchen: Wilton Wilton is the world leader in cake decorating, sweet treat-making and bakeware, it has successfully established itself as a thought leader in the online video space. Quick-to-market, Wilton primarily use online video to engage with its loyal fanbase to share baking techniques and tips, recipes and product release teasers. Wilton's online video strategy ensures its brand remains relevant with a younger female demographic, that is consuming online video on a daily basis. Looking at these numbers, we can see Wilton is performing solidly when it comes to online video, their videos receive an average of 83K views after the first 30 days and are twice as engaging as the average video on YouTube and Facebook. Interestingly, Wilton raked in 3M total views in March, signaling that they are posting a steady stream of evergreen content that consistently draws in viewers. Time to dig deeper. Recently, Wilton worked with two top baking influencers, Rosanna Pansino and Yolanda Gampp. Typically, Wilton’s average first 30-day views (V30) across videos without influencers is 44.2K. Compare this to Wilton’s average V30 for influencer collaboration videos, a whopping 208K, which highlights the significance of working with popular influencers. The average first 30-day engagement ER30 across collaboration and non-collaboration videos is solid with 2.1X higher than average engagement. What Content Should We Put In The Oven? Let’s review Wilton’s five most engaging videos: ER30 is an indicator of the most engaging content relative to the social video universe. In this instance, ER30 can be leveraged to provide important insights on the most compelling and engaging content, which can then be used to drive content strategy, help determine budget, and find relevant influencers for partnership. When the content team at Wilton sees that “How To” videos are ~4x as engaging as the average YouTube or Facebook video, they can use this information to create more instructional cooking and baking content, which should resonate with their already engaged audience. By empowering Wilton to make decisions quicker and easier, they can establish a strong community of followers across video platforms and further establish their credibility as thought leaders and experts in the baking world. This is just the beginning! Keep a look out for more updates on Tubular Video Ratings and how these metrics can help you drive success in the online video space. P.S. If you’re already a customer, login to the app to check out Tubular Video Ratings – if you're not a customer and want to learn more about Tubular Video Ratings, fill out this form for a demo.Read more
Super Bowl Ads That Won Your Views Online
Caroline Lu – February 10, 2016
At the end of Super Bowl Sunday, only one set of numbers mattered: 24-10, the final score in the matchup between the Denver Broncos and the Carolina Panthers. The Broncos emerged as proud victors. That being said, with a 30 second TV ad spot costing $5 million, the Super Bowl is just as much about the commercials as it is about football. Tubular has been tracking official Super Bowl commercials (in online video form) for the past month. Who are the winners in the battle of the Super Bowl 50 ads? Here are a few interesting stats that show which commercials won America’s hearts and views: # of national Super Bowl TV commercials: 52 # of Super Bowl commercials uploaded online by official sponsors*: 183 *Uploaded between 1/8/16 - 2/9/16 Total views of commercials uploaded by official sponsors: 336 million Most Viewed video: The Chase - Hyundai; 22.9 million views [embed]https://www.youtube.com/watch?v=LT6n1HcJOio&feature=youtu.be[/embed] Most Engaging video: X-Men: Apocalypse Super Bowl Trailer; 469K cross-platform engagements Takeaways: Ads uploaded before the Super Bowl generated the most views: of the top 10 most viewed commercials, 8 were uploaded in the week prior to the Super Bowl. In contrast, four of the top 10 most engaging videos were uploaded Monday after the Super Bowl. All four of these advertisements were new trailers for upcoming blockbusters. Brands with most views: Hyundai - 49.6 million views, 10 videos T-Mobile - 26.9 million views, 8 videos Doritos - 26.8 million views, 9 videos Toyota USA - 24.2 million views, 4 videos Mountain Dew - 21.6 million views, 4 videos Amazon - 12.9 million views, 3 videos Bud Light - 11.4 million views, 3 videos Squarespace - 8.6 million views, 29 videos Budweiser - 8.2 million views, 11 videos Apartments.com - 6.5 million views, 2 videos Top Official Super Bowl commercials by online views: Hyundai The Chase (22.9 million views) Toyota Prius Getaway Car (21.9 million views) Mountain Dew Puppymonkeybaby (17.6 million views) Hyundai First Date (14.3 million views) Amazon #BaldwinBowl (14 million views) T-Mobile Hotline Bling (13 million views) Bud Light Party (11.1 million views) Hyundai Ryanville (10.9 million views) Doritos Ultrasound (9.5 million views) X-Men: Apocalypse Trailer (9.5 million views) Top Official Super Bowl videos by engagement: X-Men: Apocalypse Trailer (9.5 million views, 469K engagements) Hyundai First Date (14.3 million views, 381K engagements) T-Mobile Hotline Bling (13 million views, 340K engagements) Heinz Weiner Stampede (5.8 million views, 282K engagements) Marvel’s Captain America: Civil War Trailer (5.7 million views, 252K engagements) The Jungle Book Trailer (3.9 million views, 225K engagements) Mountain Dew Puppymonkeybaby (17.6 million views, 168K engagements) Independence Day Trailer (6.3 million views, 167K engagements) Hyundai Ryanville (10.8 million views, 145K engagements) Super Bowl Babies - Seal (4 million views, 127K engagements) Data collected 2/10/16Read more
CES On YouTube: Two Channels Getting Good Engagement
Mark Robertson – January 6, 2015
It’s a new year and the 2015 Consumer Electronics Show (CES) in Las Vegas is well underway. In recent years, CES has showcased more and more innovation in the digital space, devoting panels, showcases, and keynote speeches to the big data revolution and online marketing. But what does the conference itself look like in the online video space? Let’s take a look at what CES coverage is getting attention on YouTube: Most Viewed CES Videos Uploaded 1/1/15 - 1/6/15: Looking at the chart above, two channels stand out in terms of engagement for their CES-related videos. Let’s look at the content offered up by these channels to see what YouTube viewers are reacting to: 1. The Verge True, The Verge is the official technology news partner of CES so they have access to all kinds of exciting conference events. However, what’s interesting is that the content The Verge is uploading has the highest engagement rate (averaging over 1.6% across their videos, solid for a brand) of all the CES videos being uploaded (even above the two ads with more views than the most-viewed Verge video). This means that whatever products these Verge videos are showcasing are actually resonating with the YouTube audience. The most viewed video uploaded by the Verge from January 1st to January 6th introduces the new LG Flex 2 phone. Also with almost as many views and as much engagement is the Verge’s video about the Sony Walkman VX2, reintroducing the concept of the music-only device. An honorable mention should go to the Verge’s video where someone attempts to crash BMW’s new self-parking car. This video actually had the highest engagement rate of all of the videos in the top ten CES uploads from January 1 to January 6th, at 2.04%. Interestingly, of the videos uploaded by The Verge that appeared in the top ten, the two that had engagement over 2% were focused on cars. Other brands mentioned in videos by The Verge that were in the top ten include Asus, Alcatel, and Parrot. 2. Seagate Although its engagement rate isn’t as high as the videos uploaded by The Verge, Seagate Technology’s video for their new Seven hard drive, now the world’s thinnest 500GB portable hard drive, received some attention. Even though it falls below Whirlpool USA’s video for CES in terms of views, Whirlpool’s video has almost no engagement. Seagate’s engagement indicates a genuine interest from YouTube viewers in the product they’re showcasing, at least more so than for Whirlpool which appears to be solely ad-driven. CES coverage might not get massive views on YouTube (yet), but it’s a good idea to look at the brands whose products are resonating with online video viewers as these videos could be a predictor of future success or upcoming mass market trends. Data as of 1/6/15Read more
Magazines on YouTube: How Certain Publications Understand Their Online Audience
Mark Robertson – December 2, 2014
Of the top 20 magazines in the US by circulation, only 5 have a real presence on YouTube. Let’s take a look at those five magazines: The current decline in readership of traditional magazines means these publications should be looking to increase their reach on non-traditional platforms. The niche communities on YouTube provide a perfect target for some of these old school brands. Some magazines are ahead of the curve and prioritizing growing their online presences; let’s take a look at a few of them. National Geographic has by far the largest YouTube audience than any of the other top magazines in circulation. National Geographic is a huge brand with more than one channel on YouTube (the others being NatGeoWild, NatGeoAbuDhabiMe, NatGeoAd, and National Geographic Espana). National Geographic Channel All Time Top Videos (By Engagements): The videos above appeal to National Geographic’s passionate audience of animal lovers and nature enthusiasts and that’s why they have the most engagements of all of the channel’s content. All of these videos feature some sort of undomesticated animal or animals, whether it’s a cobra fighting a mongoose or a jaguar attacking a crocodile. The content is simple (though incredibly hard to get); National Geographic knows their audience and they upload videos for those viewers. Game Informer’s YouTube channel is interesting because it has higher engagement than most of the other magazines in our top 5 table above. Gaming is a huge category on YouTube and Game Informer has found a great formula for appealing to that category: exclusive, behind-the-scenes trailers in anticipation of video game releases. 2 of Game Informer’s top 3 videos (by engagements) are BTS trailers for games, and the third is actually a behind-the-scenes look at Gilbert Gottfried voicing some beloved gaming characters: Game Informer Channel All Time Top Videos (By Engagements): It’s clear that all of these magazines have researched the YouTube communities that their content would appeal to and then created and/or uploaded videos based on what their audiences want while maintaining the “voice” of their respective publications. It should be noted that there are magazines not quite in the top 20 in terms of circulation that do have a significant presence on YouTube. Take Seventeen Magazine, for example: Not only does Seventeen have 433,000 YouTube subscribers, but they have an engagement rate of 4%, which is incredible for a brand and much higher than any of the other previously mentioned magazine channels. Yes, Seventeen is lucky in that the magazine fundamentally appeals to the “YouTube Generation,” with 41% of channel engagers between the ages of 13 and 17 and 40% between 18 and 24. However, the content Seventeen is creating is actually generating great engagement from viewers and that’s because Seventeen is specifically appealing to their YouTube audience. Seventeen Channel Top Videos Uploaded in the Last 90 Days (By Engagements): Seventeen’s recent videos with the most engagements feature celebrities native to YouTube like Bethany Mota giving young girls advice from a photo shoot or a plethora of popular creators giving exclusive interviews. Although these videos cover all of the same topics that Seventeen Magazine does, like fashion, beauty, and advice for young women, the content is coming from people YouTube viewers are familiar with. YouTube is a great place for magazines looking to expand their reach beyond traditional media and grow their online presence. The secret to success is to know who your online audience is and create personalized, YouTube-friendly content for that audience. Data as of 12/1/14Read more
Adweek Brand Genius Awards 2014: Who's Winning on YouTube?
Mark Robertson – October 1, 2014
This September 30th marked the 25th anniversary of the Adweek Brand Genius Gala, held at the swanky Cipriani restaurant in New York City. There, 10 leaders in brand marketing were honored for their work. The selected executives range from Dana White, president of the UFC to Camille M. Gibson, VP of Marketing and Business Unit Director at General Mills Inc. What’s interesting is that the brands these honorees represent each have a different approach to video marketing on YouTube. Let’s take a look at which brands are winning on YouTube and the marketing strategies of some of this year’s Adweek Brand geniuses. Below is a graph of 5 of the 10 honored brands in order of how many YouTube subscribers each channel has. The award-winners not on this chart are General Mills, Nationwide Insurance, Benjamin Moore & Co., Chipotle, and Newcastle Brown Ale. WINNING: VICE Vice has, by far, the biggest YouTube presence out of the brands represented at Adweek Brand Genius. With several channels falling under the Vice umbrella, this brand proves the value of making YouTube a priority. The original Vice YouTube channel has 5 million subscribers, more than 550 million total views, 3.2 million Facebook followers and 789,000 twitter followers. Vice also gets lots of engagement from fans, with 1.5% of views resulting in a comment or like. GOPRO GoPro’s YouTube channel takes a different approach to their video marketing. This brand takes customer-created content and compiles it into beautifully shot videos, ads for a camera where the images speak for themselves. GoPro’s main YouTube channel has 2.2 million subscribers and over 560 million total views. GoPro also has 7.8 million Facebook followers, 1.1 million twitter followers, and averages 1.1% engagements per view, which is great. Additionally, when including GoPro user-generated content, GoPro videos have over 4.7 billion views. The channel’s number one video, GoPro HERO3: Almost as Epic as the HERO3+, has a whopping 34.2 million views. It goes to show that on YouTube, the viewer can become the creator and popular content can come from your fans. UFC While the UFC has a strong 1.7 million subscribers on its YouTube channel and has a 1.3% engagement rate, the brand dominates the ring on Facebook with 15.7 million followers and on Twitter with 2 million followers. The majority of the over 527 million views on the UFC’s YouTube channel come from original content, such as the video Top 20 Knockouts in UFC History. With over 11.6 million views, this is the second most viewed UFC video on YouTube. WORKING ON IT CHIPOTLE Chipotle made waves with its viral hit The Scarecrow, which received over 13.4 million views (more than half of the channel’s total views). The video is a beautiful animated short that showcases the products and practices Chipotle stands by. With 210,000 Facebook shares and 25,000 tweets, the engagement Chipotle inspired with this video shows that their marketing team is doing something right. Chipotle has not been uploading recently or maintaining an “always on” approach; rather Chipotle has been banking on high profile, high quality viral hits (not an always replicable model). NEWCASTLE One brand that appears to be making an online advertising push is Newcastle. With only 14,000 subscribers, Newcastle still has a ways to go to be considered a contender on YouTube, but the brand is making a push with clever content featuring celebrities. The channel’s most popular video, “Anna Kendrick: Behind the Scenes of the Mega Huge Gameday Ad Newcastle Almost Made” (now private), received a massive 5.4 million views after its debut as an unofficial ad for the Superbowl. The video also got 20,000 Facebook shares and 8000 tweets. This past summer, Newcastle’s 4th of July campaign, “If We Won,” featuring British celebrities such as Elizabeth Hurly and Stephen Merchant also had solid viewership and engagement. It would be interesting to see Newcastle work with talent native to YouTube, which may increase engagement. It’s clear that all of these brands have smart marketing executives making interesting decisions about how their companies want to be represented on YouTube. What seems to work in online video marketing is responding directly with what the viewers want to watch while incorporating amazing fan content into the creative process.Read more
Network TV Premieres on YouTube: Who's Winning?
Mark Robertson – September 25, 2014
It’s fall again (in some parts of the world) and there’s so much to look forward to: cozy sweaters, leaves turning from green to yellow and crimson, and brand new shows premiering on primetime. That’s right; major networks ABC, CBS, NBC, and FOX are rolling out a slate of new shows this September, October, and November. Each of these networks has uploaded trailers of their new shows to YouTube, allowing fans to catch an online sneak peek of what’s to come this Fall TV season. So what network’s new programming holds the most appeal for YouTube viewers? Let’s take a look and see what channel has the winning content. NBC NBC takes the cake with over 18.8 million views for their fall show trailers, averaging 3.1 million views per video across 6 videos. More than 9.8 million of those views went to new show Constantine, based on the DC comic Hellblazer. Another new addition to NBC’s lineup, State of Affairs starring Katherine Heigl, earned an impressive 5.4 million views. FOX The trailers for FOX’s fall programming received over 10.8 million views, but more than 9.2 million of those views went to the new Batman origin story Gotham. The other 4 trailers got far less views. Looks like those comic-based shows have the secret sauce for success, at least when it comes to sparking the interest of people on YouTube. Gracepoint, Fox’s remake of BBC series Broadchurch also generated some interest with more than 544,000 views and 0.6% engagement per view, the same percentage that Gotham received. FOX and NBC trailers got huge shares on Facebook and Twitter compared to ABC and CBS, which seems to have driven the significantly higher view counts. ABC ABC’s fall trailers received more than 2 million views that were fairly evenly distributed among the 11 trailers for the network’s 6 new shows. ABC’s most viewed fall show was the new drama How to Get Away With Murder from Shonda Rhimes’ production company, which received over 1 million views for its 2 trailers. Also of note– although the half-hour comedy Black-ish received just over 472,000 views for its 2 trailers, it had 0.8% engagements per view, one of the highest percentages out of all of the shows on these 4 networks. CBS Interestingly CBS, the channel with the most subscribers, has the least views for its 6 fall show trailers with just over 635,000 views total. With over 455,000 views, the first look video for Scorpion, a show about geniuses working for the US government, was by far the most popular offering from CBS. So is the success of these videos an indication of the success they’ll have on TV? We’ll have to wait until after all of the pilots air (some of them have already; check those DVRs!) and the dust settles to see if NBC can win both on YouTube and on Television.Read more
Who Made the Most Popular iPhone Video Ever?
Mark Robertson – September 23, 2014
People have been uploading videos to YouTube having to do with iPhone since it hit the market a little more than 7 years ago. Over 2.3 million videos have been uploaded with a total of more than 12.5 billion views. As of September 22nd, the video of a boy dropping his brand new iPhone 6 on the news in Perth, Australia (you know you’ve seen it) had received 14.6 million+ views and that number keeps growing; it’s already the 11th most viewed video with “iPhone” in its title of all time. So which iPhone videos have gotten the most love from YouTube viewers? We’ll tell you… 1. Iphone 5 Concept Features by Aatmastudio That’s right, the most viewed video with “iPhone” in the title of all time on YouTube is about an imaginary iPhone. This video has received over 69 million views in 3 years and this is coming from a channel with just over 48,000 subscribers. The video tells the tale of an iPhone as thin as a sheet of paper with a holographic working keyboard. Released a year before the iPhone 5 was available, people were apparently chomping at the bit. 2. Chameleon Was Frightened by iPhone by Ignoramusky This video is a personal favorite and with more than 52.9 million views in the last 3 years, I’d say there are a lot of other people who feel the same way. In this 30 second clip, a hand holds an iPhone up to an actual chameleon who, after judging the device for a few seconds, opens his mouth as a scream interrupts the music playing. Hilarity ensues. 3. iPhone 6 by Sonitdac Another conceptual phone video, but this one is about a potential iPhone 6 uploaded a year ago with over 26.6 million total views. This phone not only has a holographic keyboard projector, but it also has a built-in display projector so you can work on your phone as if it were a computer. The phone can also instantly self-recharge, something I’m sure a lot of people wish the actual iPhone 6 could do. It does have a larger screen, though. So YouTubers like to dream big and they like to laugh. This might be obvious, but hopefully it means we’ll see even more ambitious and even funnier iPhone videos uploaded in the future.Read more