Archive for the ‘Broadband’ Category

Who’s watching user generated videos

February 11, 2008

 User-generated videos (UGVs) tallied 22 billion views in 2007, up 70% over 2006, according to Accustream iMedia Research‘s “UGV 2005 – 2008: Mania Meets Mainstream” report.
Paul A. Palumbo, research director at Accustream, told eMarketer that the 22 billion views was a worldwide figure. In other words, user-generated videos on US-based Web sites drew 22 billion views from users worldwide.

User-Generated Online Video Views in the US, 2005-2008 (billions)

Accustream said that user-generated videos had an average of 10,695 views in 2007., which emphasized category expansion and more professional content, had the highest average number of views among the sites measured, with 216,596 per video.

Who is watching all this homegrown video?

Harris Interactive asked US adult Internet users about the types of online video they would like to see more. The supply of UGV was apparently sufficient for most of those surveyed, since it drew the lowest response rates. However, young adults were most likely to want more user-generated video.

Online Video Content Categories that US Adult Internet Users Would Watch a Lot More if Available, by Age, November 2007 (% of respondents)

An even more detailed picture of UGV viewer demographics came from the “Annual Gadgets Survey 2007” by the Pew Internet & American Life Project, which profiled active adult users of video-sharing sites where many UGVs are hosted. Pew found that more than half of these site visitors were 18 to 29 years old.

Demographic Profile of US Adult Internet Users Who Actively* Visited Video-Sharing Web Sites, December 2006 & December 2007 (% of respondents in each group)

That is a far more lopsided age distribution than is found among online video viewers overall.

A separate Pew study found that while more than three-quarters of 18-to-29-year-old Internet users had watched some type of online video in February or March 2007, more than half of 30-to-49-year-old Internet users had viewed online video as well.

Nearly four out of 10 Internet users 65 and older had also tuned in, proving that the general online video audience is not exclusively young.

Demographic Profile of US Online Video Viewers, February-March 2007 (% of respondents in each group)

Online videos viewing in general is no longer a niche activity and is widespread among Internet users of all ages. Marketing that incorporates user-generated video, however, should probably still target young adults in particular.


Studio 2.0 to Produce Comedy/Game for Bud.TV · BIG Interactive to execute

January 23, 2007

The Warner Brothers Studio 2.0 unit, which creates short-form broadband and mobile content for marketers, has struck a deal with Anheuser-Busch to create a show for the upcoming online entertainment network deal with Studio 2.0 will involve the creation of an internet show called Hardly News, which will be a hybrid of comedy, news and games designed to attract consumers that want to test their current-events and pop-culture smarts Ad Age reports.The deal comes as A-B is looking to flesh out content for, which is set to launch after the Super Bowl, . will be a 24-hour online network with seven channels featuring satirical newscasts, stand-up comedy, filmmaking contests and other entertainment items.Also included will be sitcom-style shows, A-B ads created by consumers and links to the marketer’s many sports sponsorships.

Studio 2.0 to Produce Comedy/Game for Bud.TV · MarketingVOX

Online Video Advertising: ‘You Ain’t Seen Nothin’ Yet!’

November 7, 2006

Google’s acquisition of YouTube was just the beginning.

The American Association of Advertising Agencies (4A) saw it coming. In December 2005, when 4A members were asked which form of “new media” would show the greatest growth in 2006, half
replied Internet video.

This year, eMarketer estimates that spending for online video advertising will reach $410 million, an 82.2% gain over last year’s $225 million figure. In two more years, US marketers will spend over $1 billion, and only two years after that (in 2010), Internet video advertising will be a nearly $3 billion business.

“Let’s keep these dollars and percentages in context, however,” says David Hallerman, eMarketer senior analyst and the author of the new Internet Video: Advertising Experiments & Exploding Content report. “Even with such strong spending increases, online video still makes up a small share of Internet ad expenditures. In 2006, with all the hue and cry about video on the Web, that ad format will contribute only 2.6% to this year’s $15.9 billion total.”

By 2009 and 2010, however, as online video advertising becomes as mainstream as Internet advertising, its share of the pie will rapidly surpass the 10% mark.

“When you consider that video ads are more costly than static display ads, for instance, or most paid search campaigns,” says Mr. Hallerman, “getting to such a point with spending will not necessarily indicate more video ads than for other formats.”

What will support spending growth rates of 89.0% next year and 45.0% or higher in each of the following years?

“First, the desire among companies both large and not so large — and their agencies — for targeted ad messages using creative they are familiar with: video,” says Mr. Hallerman. “Secondly, advertisers have long favored television as their marketing medium, and extending that preference to the Internet is a logical leap. Finally, with video ad spending coming from such a small base, high percentage gains are readily reached.”

And do not underestimate the Google Factor.

“As the main engine of Internet advertising, with its 25% share of the US total in 2006, Google’s major play in purchasing YouTube will mean new models — such as AdSense for Video, or whatever it is called — for monetizing the scads of video content migrating to the Web,” says Mr. Hallerman

Video Tagging Gets Cool

October 30, 2006

We’ve all tagged photos on Flickr. Next up, we’ll be increasingly tagging videos in new and innovative ways. I’ve seen two interesting announcements on this recently. On Sept. 14, ComVu, which hosts people’s mobile video blogs, unveiled its automated geotagging software that automatically records the location a cell phone video was taken at. The feature will allow for dynamic mapping: Say, you want to see what’s been happening at Times Square lately. You might go to a video sharing site and, using tags, do just that.

The other cool video tagging announcement comes from Motionbox, a personal video sharing site that appears to be similar to YouTube. The outfit just introduced its deep video tagging feature, allowing users to tag favorite parts of a video so that they and others can jump directly to those parts. This feature is going to become increasingly valuable as personal videos, taken by camcorders and cell phones, get longer.

As digital video takes the market by storm, it’s these kinds of capabilities that will change the face of video search. Today’s video search tends to be cumbersome and ineffective. Users of most video sites, like YouTube and Google Video, end up simply checking out the videos other users liked: the top-10 list. Tagging could change that and allow for better contextual searches.

VSocial Pitches White Label Video Solutions

October 27, 2006

If you had stopped by video sharing site VSocial before today you may not have thought much of the service, its sparse UI made it look like just one more also-ran. This week the site relaunched and is making a serious play to monetize customized white label video players. With $1.5 million in funding from Ron Conway and Consor Capital, VSocial is aiming for a mid market price point on short form video.

It may well be able to monetize on the growing demand for video networking sites, but I don’t know how happy to be about that. Early showcase examples of the company’s products don’t look terribly stable, well designed or appealing to me. Perhaps with recent funding the offerings will be improved but the company has been around since 2002. The service looks to me like it was just waiting for something like GooTube to yield a mass of companies feeling left behind and wanting a quick and dirty video networking component.

That’s just my judgment, though. You can click through to the product showcase examples below and decide for yourself.

The company offers three different products. The first is called VConnect MyBrand. This level of service allows publishers to add their logo to the player, watermark over the video and “call to action” link back to their own site. The MyBrand player costs $75 per month for business use. VSocial’s advertising partner can run preroll, post roll or text ads with a 50/50 revenue split between VSocial and the video publisher. Here’s VSocial’s showcase customer for this product, The player looks good.

The second product is called VConnect ProPublisher. The company calls this level of service a turnkey solution for video enabled microsites. This service costs $500 per month plus a 30% ad revenue cut. The showcase example of this that VSocial has to offer is a Chevy page on gas consumption reduction. None of the videos ever loaded when I went to the site, it’s on a VSocial domain and if it’s a turnkey microsite some one designed it very poorly.

The top tier of service is called VConnect for Enterprise Communities. It’s a preconstructed social networking service with video at the center of the strategy. Every part of site functionality at Latino video network is provided by VSocial. There are quite a few features and no shortage of ads. The service costs between $5 and $20 thousand per month plus 15 to 20% of ad revenue. This might be worthwhile for companies seeking an easy video/social networking solution but you’d have to give it a long, hard look before deciding this this is solid software.

I think there is a clear demand for products like these. I also think that there are other people who are doing it better. Check out KickApps (our coverage) and watch here for coverage of a better looking video network solution in the very near future. When copyrighted video detection technology becomes commoditized and is a standard component of these kinds of white label video networks – then we’ll know they have really arrived.

VSocial Pitches White Label Video Solutions

Video Product Reviews: An Idea Worth Five Stars?

October 24, 2006

Love and’s reviews? Check out video product reviews on or, which lets people record and post video product reviews. Soon, the site will start compensating posters for their submissions, too.

Video Product Reviews: An Idea Worth Five Stars?

YouTube Forced to Delete 30,000 Clips

October 20, 2006

A group of Japanese content providers has been successful in getting YouTube to remove some 29,549 clips that it claimed were posted without permission, it said Friday.

YouTube Forced to Delete 30,000 Clips Vonage of TV?

October 10, 2006

Web-calling pioneer Jeff Pulver is working on a new venture, His goal: To create an online network that will eventually compete with the likes of ABC and CNN. Vonage of TV?

Let the Web Entertain You

October 2, 2006

People are using the Internet as much to be amused as to stay informed; why haven’t advertisers caught on?

Meet Andy Oglesby. He’s a 40-year-old graphic designer who lives in San
Francisco and spends most of his waking hours online. It begins at
work, where each morning he hits a tab on his browser that opens some
20 sites and blogs. He’ll read, browse, and sift through them, on and
off, pretty much all day–

if ly about one-quarter of the sites are
strictly work-related. And the non–work-related surfing continues well
into the evening, when he’s at home. There, he and his longtime,
live-in girlfriend spend many weeknights together on the couch, TiVo
on, notebooks on laps, surfing the Net. They’ve even been known to
instant-message each other things like, “What’s for dinner?”

is one of a growing number of people spending long stretches on the
Net, searching for amusement, often with no destination in mind. Indeed
the tendency to use the Web more for play than work—to find
entertainment and not just information—is surging. According to the Pew
Internet Life Survey, on any given day, 40 million Americans go to the
Web for no particular reason, just to pass the time. The total almost
doubled from 2004 and experienced “striking growth” in the last year,
Pew says.

NOT JUST FOR KIDS. Infact, Pew has found that more people are entertaining themselves via the Web than buying things, despite the successes of eBay (EBAY), Amazon (AMZN), and other e-commerce players. If the Internet was already a virtual
post office or library, it’s now a virtual “destination resort,” Pew says.

And as Oglesby demonstrates, the trend isn’t just for
youth. The quest for online amusement cuts across all races and income
and education levels. Make no mistake—the younger the user, the more
time they’re likely to spend entertaining themselves online. But 20% of
all Internet users over 65 go to the Web every day just to amuse
themselves, according to Pew.

Even sites typically associated with teens are playing to a wider audience. Who knew that 10% of MySpace (NWS) users are older than 55—and that the proportion of MySpace users in the 12 to 17 range has dropped to 17% from 22% in the year through May?
More than one-third of Facebook users are older than 35, and more than
half of YouTube’s faithful are between 35 and 64, according to a study
by eMarketer.

REVOLUTION NOW. That the Web has become a hub of entertainment is no shocker, of course. What’s been more of a surprise is just how quickly and extensively the
Internet is replacing traditional content over consumer electronics
devices like TVs and PCs outfitted with media-compatible software and
hardware. Computer makers like Hewlett-Packard (HPQ) and software giants like Microsoft (MSFT) long hoped they’d play a bigger role with so-called media center PCs.

But the Internet entertainment revolution has largely taken a different
path. More consumers are getting amused straight from the Web, right on
the PC. In part, that’s thanks to the proliferation of faster Internet
connections and technologies like wireless fidelity, or Wi-Fi, that
provide all-over access. With a robust, always-on connection,
downloading even the fattest files is less of a chore.

It doesn’t hurt that just about anyone can create their own content and
spread it around the Web like wildfire (see BusinessWeek, 9/26/05, “It’s A Whole New Web”).
YouTube is serving up 100 million videos a day, much of it original
skits, lip-synched numbers, and Web “soap operas” filmed by amateurs at
home. Even getting news and information online has taken on elements of
social networking and entertainment. Consider the success of blogs such
as Gawker, citizen journalism news sites like Digg, and digital
directories like Yelp, where thousands of everyday people write
frequently creative and funny reviews on everything from their
accountants to hot new clubs.

Now, big media is responding fast, whether it’s Warner Bros. striking
deals to deliver content via BitTorrent and YouTube or decisions by
Disney’s (DIS) ABC and other providers to post shows online, sell them via Apple’s (AAPL) iTunes, or even make them available early through Netflix (NFLX).
Everywhere you look, new entertainment options are swirling around Web
surfers. Getting online for fun is the most popular activity on the
Web, after sending and receiving e-mail and conducting searches through
engines, according to Pew.

As popular as online entertainment
has become, advertisers have yet to get with the program. eMarketer
will report the week of Sept. 25 that U.S. Internet advertising will
grow more than 33% in 2006 from a year earlier, the fastest pace this
decade. But even with more than $16 billion now spent advertising
online, companies will spend a mere $280 million on social networking
and user-generated content sites. Meanwhile, nearly half of the
spending goes to search-related advertising.

If advertisers seem too risk-adverse, remember it took nearly a decade
for them to get comfortable with easy, relatively cheap, and measurable
paid-search ads. And only in the last few years have more traditional
banner and display ads, which have more a fuzzy aim, like promoting a
brand, come back into vogue.

Advertising on sites that
specialize in social media and user-generated content is trickier. On
sites such as MySpace, where companies post profiles of fictional
characters or cars, they’re generally tricking or bribing kids to spend
some of their social time getting pitched (see,
9/11/06, “Marketing to Kids Where They Live”).
And success isn’t just getting your name in front of them, it’s getting
the online community buzzing about your product or promotion, turning
them into marketers. Try too hard, and risk getting called out by these
sites’ vocal and sometimes cynical communities. Post a fake profile of
an attractive girl who loves, say, the new Ford (F) Taurus at your own risk, Corporate America.

a risk that many companies aren’t yet willing to take. Big advertisers
don’t fully appreciate the breadth and depth of the Internet-as-hangout
trend, says David Hallerman, senior analyst at eMarketer. “With all
kinds of Internet advertising, there’s a real lag between the reality
of who the audience is and who companies think it is,” he says. “More
often they lean toward thinking the audience is younger.” So far, the
biggest advertisers to experiment with social media and user-generated
content sites are Hollywood studios and carmakers.

Still, ad spending on sites that specialize in social networking and
related activity is set to grow, as such sites attract larger
audiences. eMarketer expects, in the next four years, nearly $2 billion
will be spent on these sites, in an effort to get all those people
hanging out online buzzing about new shows, products, or services.
Boutique agencies are even popping up to specialize in marketing via
the new social media. Ian Schafer was vice-president of new media at
Miramax Films a few years ago and was increasingly looking for ways to
promote new movies via the Web. None of the interactive agencies he
interviewed really got the social networking, user-generated content
phenomenon. So he started his own firm, Deep Focus, to specialize in
using these kinds of sites to build buzz.

He says the keys are
being transparent that a profile page for, say, a TV show is being put
up by that TV show with a vested interest. But, other than that, there
are few rules. One recent campaign for HBO’s series Entourage
had kids on MySpace creating profiles of their own “entourages” and
vying to see who could rack up the most friends. HBO gave the winning
team cars and flew them to Los Angeles to live the life of the show’s
stars for a week.

Another example was a MySpace campaign for the movie Clerks 2. The first 10,000 people to add Clerks 2
as a friend got their names in the film’s credits. Over six hours, more
than 180,000 people befriended the film, and many of them saw it in
theaters just to see their names on the big screen. “To influence them,
we need to understand their behavior online,” Schafer says. “This is
just an extension of social interaction that’s been going on; now it’s
nonstop; and as advertisers and marketers, we need to take advantage of

The sites themselves are leery of awaking a vocal
uprising if ads are too obnoxious or intrusive. It’s an issue sites
such as Facebook, Digg, and YouTube are still trying to figure out.
They have a potent model in Google (GOOG).
For a long time, the Web search giant had mass users, but lacked a
business model. Then the world caught on to the potential of ads
related to search. Just wait till it grasps what most folks are doing
online now

NBC, Intel Partner on Content for Viiv Users

October 1, 2006

NBC Universal said Friday it had partnered with Intel to launch NBC VIP Access, a service that will provide free entertainment content to Intel Viiv desktop and Centrino laptop users.

NBC, Intel Partner on Content for Viiv Users