By Brendan Gahan 10/06 1:25pm
The viral video may be dead as far as ad campaigns go.
The idea of making it big through a single viral hit is not a realistic goal for most advertisers nor is it particularly effective in cultivating an ongoing relationship with consumers even when it does happen.
By Brendan Gahan 9/22 2:16pm
There have been a lot of cover stories about Vine and YouTube stars over the last several months.
But, why now? Why has it taken so long?
While many of these articles are praising the innovation and progressiveness of entertainment and advertisers participating in the space, the harsh reality is it is not innovative. Read More
By Brendan Gahan 9/15 10:03am
Real money is being made within this ecosystem — YouTubers are becoming millionaires as billions are being invested, and major media and advertising dollars are flowing in at a rapid clip.
However, just because YouTube is your profession doesn’t make you a professional.
The accessibility and ease of use of YouTube has empowered anyone with a cell phone and an internet connection the ability to become a ‘YouTuber’ — so much so that the the site has over 100 hours of video uploaded each minute. The benefits of the platform are vast and can’t be denied — there’s a democratization of media that’s never occurred in the course of human history. Read More
By Brendan Gahan 7/01 8:00am
Vidcon, the SXSW of the YouTube world, recently held its fifth annual event. I’ve attended every Vidcon since its inception, and this year’s event proved to be the most eventful of any thus far. Bigger than ever, the crowd at the Anaheim Convention Center swelled to well over last year’s estimated 12,000 attendees, as brands, fans and the entire industry flocked to Orange County.
Founded by Hank and John Green of Vlogbrothers fame, Vidcon originally launched five years ago as a convention for fans and YouTube creators alike to come together. It has since expanded: the original event drew a around 1,400 attendees to the Hyatt Regency in Century City, in contrast to the massive crowd that thronged the Anaheim Convention Center this year. Read More
By Brendan Gahan 6/16 9:00am
Last night’s “The Children” was the season four finale of Games of Thrones, and though the numbers aren’t in yet, it’s clear that millions of viewers tuned in—and then turned to the internet, as they have throughout the season, to cheer, bemoan, recap, celebrate, and even remake the events of each episode.
Everyone knows Game of Thrones is hugely popular. What may be surprising is many YouTubers are generating more views than the popular series. Creators across platforms, and on YouTube in particular, are quickly reaching the same scale and viewership, without the marketing and multi-million dollar budgets. Read More
By Brendan Gahan 5/30 9:00am
It was nine years ago that YouTube offered the public a beta test of its site, since that time a lot has changed. While its worth noting YouTube was not the first video hosting platform, they were the one that managed to bring it to the masses and as a result, the platform has had a profound impact on media, advertising, politics, music, pop-culture, and individuals across the globe. Read More
By Brendan Gahan 5/20 9:30am
Recently I wrote about engagement rates in brand communities on YouTube versus Facebook; the data I gathered suggests that Facebook communities may be larger, but YouTube engagement runs far deeper. The question is why? I think the answer lies in some of the fundamental principles of behavioral psychology.
By Brendan Gahan 5/05 10:00am
We are closing in on the midway point of 2014 and it’s shaping up to be the year online video reaches its tipping point in capturing brand dollars. A recent report showed for the first time, Internet ad revenues have passed broadcast TV revenues. Brands now have to take into consideration that we’re living in a multiscreen world with people watching more and more content online. But they also have to be fully aware engagement is key or viewers will bypass ads, similar to fast forwarding through every commercial on the DVR.
When it comes to large platforms for brands, Facebook is where brands used to look in the past, but this is 2014 not 2008. Facebook’s declining organic reach and insistence upon brands needing to pay to reach the audiences they’ve spent millions to acquire has left many brands frustrated. Meanwhile, YouTube, with its higher engagement metrics and earned media potential is in a prime position to capitalize and capture brand dollars. Read More
By Brendan Gahan 4/11 3:25pm
Google is launching a major new ad campaign. Billboards, posters, and subway trains are being emblazoned with its imagery. Magazines are rolling off the presses with pages printed in its bright colors. Television spots are set to run against a few nationally distributed shows and against local content in a few metro areas.