Tag Archives: youtube

Video of the Week: The Hundred Greatest Hits of YouTube

 

According to a recent ComScore study, “Online video reached another all-time high in August with more than 25 billion videos viewed during the month.”  Google Sites dominated the charts with more than 10 billion videos viewed (YouTube accounting for 99% of the Google videos).

In tribute to YouTube blowing away Microsoft, Viacom and Hulu, yet again, we thought we’d share “The Hundred Greatest Hits of YouTube” in one hilariously funny video:
 

 

Topping the Viral Video Chart, this video mash-up has almost 1.5 million views to date.

Let the nostalgia begin…

 

 

 

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Buzzed about Weekend Shenanigans

This past weekend was full of exciting programs on television, from the US Open to the VMA’s. With this, came a lot of controversy and debate…

 

 

(Videos after the jump)…

Last night, I was watching the Patriots barely survive the Bills on MNF, when Serena Williams’ new Nike commercial popped up on my TV. Serena’s perky smile filled the screen, and I couldn’t help but think, “How ironic? Wasn’t it just two days ago that she was screaming profanity at the poor lineswoman and showing clearly discernible ‘tude in the following press conference?”

 

According to an article on ESPN.com, Serena’s tirade made the “most viewed" page of YouTube with four different versions that totaled more than half a million clicks as of Sunday night.  Whether you watch tennis or not, you’ve heard about this occurrence or seen the video online.

 

In the era of blogs and Twitter, no celebrity is safe. No way will Serena Williams escape her mistake any time soon. There is already controversy over whether her $10,500 fine (3% of the prize money she received for reaching the semi finals) was enough of a punishment. Serena apologized to the parties involved and made it clear to her young followers that she “handled herself inappropriately and its not the way to act,” but how effective can a written apology be after the fact? As effective as having Michael Vick serve as a spokesperson for PETA?

Serena Williams found company with her weekend shenanigans in Kanye West.  At the MTV VMAs on Sunday, West interrupted Taylor Swift’s acceptance speech for Best Female Video by climbing on stage, stealing the mic from Swift, and claiming that Beyonce had one of the best video’s of all time. Swift was struck speechless, presumably both by Kanye’s actions and his haircut.

  

West later apologized to Taylor Swift and the public on his blog and on The Jay Leno Show, but not soon enough to quell scrutiny from our Commander-in-Chief. ABC News reporter Terry Moran tweeted that President Obama called Kanye a “jackass,” off the record, for storming the stage. Even though Moran later deleted the tweet, his 1 million+ followers already had the message: technology strikes again!

Although Serena may not live it down any time soon, she and her endorsers might be able to twist this outburst and use it to their advantage. Today’s AdAge article on the affair features Bob Dorfman, executive creative director for San Francisco-based Baker Street Advertising, projecting that, “Serena’s outburst could become the subject of a campaign for an anti-perspirant, herbal tea, mattress or other product designed to help you stay cool, calm and relaxed."

And in spite of it all, Kanye West received great publicity on The Jay Leno Show (as did Taylor Swift, on The View).

Chances are Michael Vick will lead the Eagles to victory this season, inspiring fans to forgive his dog fighting ways, Kanye West will probably book yet another record breaking album, and Serena Williams will likely continue to win tennis tournaments far into the future.

Good or bad, publicity is publicity.

(Special thanks to Kiernan for his clever jokes)
 

 

 

 

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Adidas Goes Underground to Bring New Products to Life

What could possibly cause Brazilian soccer fans and Argentinean soccer fans to put their differences aside and collectively enjoy their sport? Adidas’ new series of soccer videos seems promising. Buenos Aires based agency, Brandigital, launched a new digital campaign for three new models of Adidas soccer shoes, each featuring a different star player. The series of videos, one of which stars Brazilian soccer player Falcao battling Argentinean soccer player Buonotte in a juggling contest, has appeared in more than 60 blogs, web portals and digital-media spots.  They have generated more than 400 comments, were embedded more than 50,000 times each, played more than 150,000 times (in less than a month) and have been seen by more than a million viewers. In just over 48 hours, the series of videos had more than 30,000 visits. A second video in the series stars Argentina’s “most acclaimed and controversial football players,” Riquelme showing off his dribbling skills while being “shot at with paintballs.”

 

Check out two of the videos after the jump…

 

 

 

Interestingly, Adidas did not spend any money on media for this campaign; it was solely a full-fledged PR and digital campaign. Beyond the sheer number of hits and viral value the videos have created, this campaign can also be deemed successful because of the level of buzz and conversation around the Adidas brand. Executives from the Brandigital offices comment in a recent Adage article, How Digital PR Turned Adidas’ Soccer Videos Into Viral Hits, “"What the brand did was make people converse. Argentines and Brazilians fought each other for days by commenting on the O Globo articles. Blogs exploded with people arguing if the videos are real or not. They’re not. Paintball associations came over to criticize it, saying it was a reckless use of their artifacts. What’s important is this: We made people talk to each other via the brand; the campaign shows the ads are much more than just a viral. They are a link between people."

This campaign creates a new and creative way to showcase the talent of soccer players and the benefits of the new Adidas shoes. Just as the Nike MVP Puppets campaign came to life in the digital realm, this Adidas campaign has taken the viral video phenomenon to the next level while setting a precedent for future sportswear campaigns.

 

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Making YouTube Work

Skimming through my go-to blogs, I found a fairly important study published recently concerning advertising rates on broadband and on air. The first article,

 

CBS’ Poltrack: Online Video Could Be More Valuable Than Live TV, summarizes a breaking report compiled by CBS’ in-house research arm on landscape of online and broadcast content…


Two important findings:

-        Nearly half (46.2%) of Americans are consumers of streaming content.

-        Streaming videos with advertisements have an exposure rate of nearly 100%, making them potentially more valuable than live TV ads.


All evidence suggests that this is a boon for broadband video advertising in general. Especially coupled with the recent data suggesting that a third of all online videos are shared, giving it the word-of-mouth component that brands are searching for, one might assume that this sector would be the hottest, most easily monetized sector. Why, then, is the biggest player in the field, YouTube, plagued by such enduring money drain?


According to a mid-June study by RampRate, YouTube might not actually be the in the grim position most analysts think it’s in. To summarize the article’s findings, Google, YouTube’s parents, holds arrangements to buy bandwidth at lower costs than other competitors and maintains advantageous peering arrangements that give it a leg up on the competition. If it’s not the contract that’s presenting the significant hold up, what is?


A variety of things, stemming from the site’s diverse content offerings and high percentage of user-generated content (UGC). Around these offerings, advertisers are skittish, preferring to stick to known-entities—often buys around their own brand channels—in lieu of rolling the dice across UGC. What this means is that a small proportion of the ‘safe’ videos are largely supporting the others. 


I won’t pretend to have the solution but, as readers of my previous posts know, monetizing content is a persistent interest of mine. Perhaps better interactive and contextual solutions will continue to deliver the needed revenue, but in the end, I wouldn’t be surprised to find advertisers cautiously venturing into the uncharted waters of UGC.  With a massive national appetite for videos (over 100 million daily as of this March) many of them produced by amateurs, brands should begin thinking of how to engage with viewers on the channels they’re watching, regardless of who produced the content.  This isn’t a blanket solution and brands should avoid obviously bad content where applicable.  But, when videos like the JK Wedding Dance are attracting millions of views, someone should be putting advertising against it. As it presently stands, both YouTube and advertisers are missing a valuable opportunity.


Please don’t hesitate to share your ideas below on how YouTube can work with advertisers to begin to harness the immense revenue potential sitting before it…


 

 

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Video of the Week: "Chalk" it up to Guerrilla Marketing

 

 

Walking the streets of New York City, you are constantly bombarded with various forms of guerilla marketing—whether it’s someone chasing you down the street or a message written in chalk on the sidewalk. Nike has taken the “chalk on the sidewalk” phenomenon to the next level. Deeplocal and StandardRobot have created the Chalkbot for the Nike Livestrong campaign in support of The Lance Armstrong Foundation’s fight against cancer. This innovative robot allows people to send 40 character text messages, emails or tweets to be painted on the road of the Tour de France.

 

In the video below, the Nike Chalkbot team answers the question, “What is a Chalkbot” and explains how the campaign uses the road as a canvas. Billions of people are able to see, experience and react with the words that are printed on the path. The physical messages allow the users to be more connected to the message and share their “hope, inspiration and encouragement” with the world. 

 

 

 

 

 

 

 

 

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