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.
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.
It’s a pretty standard traditional media campaign, except one thing: All of this media is advertising YouTube.
So much web video is garbage. Still, everyone once in a while someone manages to get it right.
Web series as a genre is finally coming of age as viewing habits shift from television to digital. More and more writers and directors are doing web video well, and great series are finally getting a chance to shine.
Sure, the most popular work is still being produced like major houses like Netflix and Hulu. But every once in a while, a small team or unemployed director manages to make a short series (or series of shorts) actually worth diving in to.
These are our picks for narrative web-exclusives actually worth watching — prepare to lose the next six hours of your day.
Better Advertising Bureau
Earlier this month YouTube released the newest edition of its creator playbook for brands, the document which YouTube regularly releases to help inform creators about the best practices for how to be effective. Notably, this new version reflects YouTube’s evolving understanding of itself as a social network, heavily emphasizing the role of Read More
Anyone who’s seen a video on the internet plays the same routine — wait for an ad to load, hold your mouse over the “Skip Now” button, and zone out while the 5-second timer runs down. Now, a company called
It can be difficult to know who is or isn’t a real person, Read More
Earlier this month, Betabeat writers were surprised to learn that popular YouTube blogger Olga Kay was regularly churning out 20 or more videos a week—drawing comparisons of her work schedule to that of working in a sweatshop. The piece is one of many in a recent trend of blog Read More
This past December, Beyonce shocked the industry by dropping her fifth album on iTunes with no advance notice, and still managed to rocket to the #1 spot on the charts. The album’s surprise launch resulted in a slew of mainstream press. What you may not have heard is that within days of its release, rock band We the Kings managed to knock Beyonce’s album off the #1 spot on the iTunes charts–due to the millions of fans they’d cultivated on YouTube.
The successes we’re seeing with bands like We The Kings are becoming increasingly common as YouTubers with established audiences use the site to build their brands according to their own vision. When Billboard magazine began including YouTube views in its Hot 100 rankings chart in February 2013, it created new opportunities for music’s Davids to topple traditional industry Goliaths.
YouTube Killed the Video Star
Twitter’s first public earnings report offered mixed results. Revenue jumped 116 percent from last year to $243 million, but recorded a net loss of $511 million. The number of new users it was signing up also slowed substantially. [Los Angeles Times]
Google confirmed that Susan Wojcicki is the new CEO of YouTube. She was previously the senior VP of ads and commerce for the search giant. [Variety]
Sony is dropping its Vaio computers unit as it shifts its focus to making TVs. [Recode]
You couldn’t stop watching that Budweiser puppy commercial on YouTube last week. It racked up more than 30 million views in a week. [AdWeek]
Kids were trolling @NYCSchools for not canceling class yesterday. [Daily Dot]
Don’t feel so down about your crappy, unfulfilling desk job, because it definitely sucks even more to be a full-time YouTube star.
This past weekend, the New York Times profiled 31-year-old Olga Kay, a former circus performer and professional juggler who now earns a living producing videos for her five YouTube channels. Ms. Read More
We can’t believe we have to explicitly sound this out for some of you dummies, but bragging about your expansive weed collection on YouTube isn’t going to lead to anything good. (Remember this guy? #TBT)
Ask William Bradley, a Connecticut man who was arrested Monday after police discovered his video channel of the myriad of drugs he was collecting.