SAScon 2010 Keynote – Bruce Daisley (YouTube) – The Online Video Revolution
Bruce Daisley begins the keynote by explaining a time in London last year when it began snowing and he had to proceed into work. He searched Google News for snow related stories, but all the stories were about businesses moaning. He searched YouTube and there were 3000 videos of people having a great time in the snow.
Now for some stas:
Cisco released a report showing the following figures:
Video is 1/3 of web traffic
In 2003 it will be 90%
A comscore report showed as many video streams are viewed on YouTube as searches are carried out (2 billion views, 2 billion searches)
24 hours of video are uploaded every minute to YouTube.
1/2 of all content uploaded to YouTube is rated or commented upon.
YouTube has now been re-engineered in HD quality and is rated the best on video quality by CNET (1080p quality).
YouTube now has around 1000 premium partners (including BBC Worldwide, C4, DIscovery, IPL, C5 and National Geographic). Their biggest partners are the record labels.
YouTube reaches people across the spectrum:
1/2 of all small business owners
1/2 of all mums online
1/2 of all movies goers
1/2 of all movies addicts
Attentiveness on YouTUbe is 1.5 times higher than on TV
Engagement with ads can be amplified ~140% over
The average iPhone user views 3/4 YouTube clips per day
Android is up to 3 times that amount
2/3 of YouTube users have received a clip from someone or sent a clip to someone.
10% of all of YouTube views were embedded on social sites.
Facebook is a bigger refer to YouTube than the home page is.
Re-engineered the watch page of YouTube – making it more about the actual video. The star rating system has been removed, replaced with a ‘like’ or ‘dislike’ feature. Hidden a number of features, such as the ‘more’ data – information about the clip. Any site that refers a lot of audience to YouTube now gets a link back on the watch page.
Half of all YouTube video views are from people who have clicked a related clip on a watch page. They have made the related videos feature much more predominant; expanding the entire right sidebar to improve number of videos viewed.
YouTube now has a search volume tool to discover what searches people are searching for on the site.
Promoted Videos was launched in November last year – has around 500 advertisers using it in the UK. People can place their promoted videos to display for certain searches, or tags, or on the actual watch pages. It’s usually quite a cheap method of promotion as not many people are currently running ads.
InVideo ads place your message around premium video content. InVideo ads get the best click-through rates bar none.
Pre-roll ads place your message inside premium video content. This is a highly effective way of advertising.
YouTube only sell ads against cleared content, so there is no worry of your ads appearing against inappropriate videos.
Take home point – Video is expanding rapidly, and YouTube offers a platform for businesses or just normal people to target the people looking for video. Even with a normal YouTube channel you can appear in natural searches on Google and other search engines to increase brand awareness and click-through rates to your own website. Highly targeted advertising can place your ads within specific content to attracted the relevant traffic you require to your website.
Video is essentially taking over the web – so ensure you are utilising it.