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Jumat, 18 Maret 2011
Ads Worth Spreading
People use YouTube to create original content that will connect, inform and inspire others across the globe, and we encourage advertisers to do the same. It is our goal to recognize and give praise when brands create content that people seek out, love and share with others. TED, the organization devoted to Ideas Worth Spreading, announced a similar mission late last year with their inaugural Ads Worth Spreading challenge, designed to solicit best-in-class ads that raise the bar, elevate the craft and invent new forms of engagement, both online and in general.
Beginning in early January, TED and YouTube began the call for submissions. In less than a month, nearly 1,000 ads were submitted from around the world, varying in length from 30 seconds to five minutes. The winners were selected by a diverse judging panel made up of 24 artists, business people and thought leaders, including Robert Wong from Google’s Creative Lab and YouTube creative champion Terrence Kelleman of Dynomighty. One-third of the entries came from outside of the U.S., across a wide variety of brands and causes.
In early March, Chris Anderson announced the 10 winners of the challenge from the stage of the annual TED conference in Long Beach, California. The winners represent some of the most creative, compelling and out-of-the-box executions of the past year. They embody a new paradigm for advertising creative, pushing the boundaries on what will move audiences and spur action by embracing longer-form storytelling as advertising.
Video is a powerful medium for spreading ideas. Our mission--like TED’s--is supported in part by advertising. Any great video--whether original content or advertising--should make you think, make you respond, and make you want to share. We hope to continue to see more enthusiasm and more passion in online advertising, solidifying it as the medium that elevates the craft and practice of brands spreading ideas.
The 10 winning Ads Worth Spreading are:
The winning videos can be seen today on the YouTube homepage, and you can also take a look at behind-the-scenes commentary on YouTube Show & Tell, our resource for the best creative marketing on YouTube.
Mark Sabec, Product Marketing Manager, who recently watched “Rory Sutherland: Life lessons from an ad man”
Beginning in early January, TED and YouTube began the call for submissions. In less than a month, nearly 1,000 ads were submitted from around the world, varying in length from 30 seconds to five minutes. The winners were selected by a diverse judging panel made up of 24 artists, business people and thought leaders, including Robert Wong from Google’s Creative Lab and YouTube creative champion Terrence Kelleman of Dynomighty. One-third of the entries came from outside of the U.S., across a wide variety of brands and causes.
In early March, Chris Anderson announced the 10 winners of the challenge from the stage of the annual TED conference in Long Beach, California. The winners represent some of the most creative, compelling and out-of-the-box executions of the past year. They embody a new paradigm for advertising creative, pushing the boundaries on what will move audiences and spur action by embracing longer-form storytelling as advertising.
Video is a powerful medium for spreading ideas. Our mission--like TED’s--is supported in part by advertising. Any great video--whether original content or advertising--should make you think, make you respond, and make you want to share. We hope to continue to see more enthusiasm and more passion in online advertising, solidifying it as the medium that elevates the craft and practice of brands spreading ideas.
The 10 winning Ads Worth Spreading are:
- Chrysler: "Born of Fire" (Wieden+Kennedy)
- The Nike Foundation: “Girl Effect, The Clock is Ticking” (Wieden+Kennedy)
- Dulux: “Dulux Walls” (Euro RSCG London)
- Intel: “The Chase” (Venables Bell & Partners)
- Nokia: “The World’s Smallest Stop-Motion Character Animation” (Wieden + Kennedy London)
- Hornbach and HEIMAT Berlin: “Infinite House” (@radical.media)
- The Topsy Foundation: “Selinah” (Ogilvy Johannesburg)
- Batelco: “Infinity” (FP7/DXB, Bahrain)
- Savory Institute: “Changing Our Future” (Foresight Multimedia)
- Target: “Kaleidoscopic Fashion Spectacular” (Mother NY and Legs Media)
The winning videos can be seen today on the YouTube homepage, and you can also take a look at behind-the-scenes commentary on YouTube Show & Tell, our resource for the best creative marketing on YouTube.
Mark Sabec, Product Marketing Manager, who recently watched “Rory Sutherland: Life lessons from an ad man”
Jumat, 18 Februari 2011
Ad Blitz winner revealed
It's been about two weeks since the Super Bowl aired, but our ears are still ringing from the noise of advertisers jockeying for position in Ad Blitz, YouTube’s contest to find the best Super Bowl ad. Last Sunday, we added Super Bowl spots to the Ad Blitz gallery as they aired on gameday, and people could come to the channel (or even hop on their mobile devices) to vote for their favorites.
We’ve tabulated the final votes, and are pleased to announce that the winner is...
It was a great Super Bowl for mobile this year, with over 3.5 million views of the Ad Blitz channel happening on mobile devices. We received over 2.7 million votes, and in the first 30 hours after the game aired, commercials were viewed 47 million times.
As the winner of Ad Blitz, Chrysler will be featured in the YouTube masthead all day today. Hats off to them for being voted the top spot by the YouTube community.
Suzie Reider, Advertising Director Display, recently watched, “Steelers versus Packers - Super Bowl XLV and ESPN.”
We’ve tabulated the final votes, and are pleased to announce that the winner is...
It was a great Super Bowl for mobile this year, with over 3.5 million views of the Ad Blitz channel happening on mobile devices. We received over 2.7 million votes, and in the first 30 hours after the game aired, commercials were viewed 47 million times.
As the winner of Ad Blitz, Chrysler will be featured in the YouTube masthead all day today. Hats off to them for being voted the top spot by the YouTube community.
Suzie Reider, Advertising Director Display, recently watched, “Steelers versus Packers - Super Bowl XLV and ESPN.”
Jumat, 04 Februari 2011
Super Bowl XLV: fun facts about food, football, and ads
You may notice the streets will be exceptionally quiet this superb 'ol Sunday afternoon, with perhaps only a few pizza delivery vehicles passing by, as Americans gather en masse around the big screen to watch our annual football, food and advertising spectacular: Super Bowl XLV. Two storied teams from the heartland - the Pittsburgh Steelers and Green Bay Packers - will take the field to conclude an exciting and, at times, controversial NFL season. We can only hope the quality of the game will live up to the stage and hype.
A few fun facts to keep in mind for this Sunday's big game (6:30pm ET on FOX, btw):
And of course, the Super Bowl is an advertising bonanza, with many people tuning in to see the celebrity-laden ads with absurdly high production values as much as to see the game. Besides paying to produce the ads themselves, advertisers are buying airtime from FOX at a rate of around a whopping $3 million for every 30 seconds, according to MSNBC.
Is it worth it? This is a question that you can help settle, by going to our Ad Blitz channel on Super Bowl Sunday to watch and vote on Super Bowl commercials. We'll be adding commercials from participating in-game advertisers to the channel as-close-as-possible after they air, so you can watch, compare, and vote on ads to your heart's content. Your voting will help determine the champion ad, which will be rewarded with a placement in our homepage masthead ad unit, along with the four runners-up, on February 19.
If you're looking for last-minute, Super Bowl party planning tips or recipes, you can check out the channel now for a variety of Super Bowl coverage, including this awesome recipe for Clams Casino Dip, from Foodwishes:
You can also access the channel and commercials from your web-enabled mobile device: go to m.youtube.com/adblitz from your mobile browser (or enter "youtube.com/adblitz" and you should be redirected).
Enjoy the game!
Andrew Bangs, Sports Manager, recently watched “Queensryche - Silent Lucidity.”
A few fun facts to keep in mind for this Sunday's big game (6:30pm ET on FOX, btw):
- The Steelers have played in seven Super Bowls, winning six of them, while the Packers have been four times, winning three. (It should be noted that the Packers have won 12 total "World Championships" of professional football, eight coming before the modern NFL's playoff system)
- The Super Bowl attracts a ginormous television audience that, according to Nielsen Co. peaked last year at 106.5 million viewers, topping the 1983 finale of "M-A-S-H" to become the most-watched show in U.S. television history
- Nine out of 10 of the most-watched television shows of all-time were Super Bowls, but according to The Wall Street Journal, of the several hours of Super Bowl programming including the game itself, only about 11 minutes will have game action, when the ball is actually in-play
- According to the Hass Avocado Board, an estimated 69.6 million pounds of avocados are expected to be consumed during the Super Bowl, and in general, Americans will eat more on Super Bowl Sunday than on any other day besides Thanksgiving, spending over $55 million dollars on food
- Sunday will be among the top five pizza-ordering days of the year, with some chains accepting pre-orders for pies. Papa John's is estimating they'll travel 300,000 miles in total for deliveries.
- This will also be the first Super Bowl with no cheerleaders (!), as neither the Packers nor Steelers have squads
And of course, the Super Bowl is an advertising bonanza, with many people tuning in to see the celebrity-laden ads with absurdly high production values as much as to see the game. Besides paying to produce the ads themselves, advertisers are buying airtime from FOX at a rate of around a whopping $3 million for every 30 seconds, according to MSNBC.
Is it worth it? This is a question that you can help settle, by going to our Ad Blitz channel on Super Bowl Sunday to watch and vote on Super Bowl commercials. We'll be adding commercials from participating in-game advertisers to the channel as-close-as-possible after they air, so you can watch, compare, and vote on ads to your heart's content. Your voting will help determine the champion ad, which will be rewarded with a placement in our homepage masthead ad unit, along with the four runners-up, on February 19.
If you're looking for last-minute, Super Bowl party planning tips or recipes, you can check out the channel now for a variety of Super Bowl coverage, including this awesome recipe for Clams Casino Dip, from Foodwishes:
You can also access the channel and commercials from your web-enabled mobile device: go to m.youtube.com/adblitz from your mobile browser (or enter "youtube.com/adblitz" and you should be redirected).
Enjoy the game!
Andrew Bangs, Sports Manager, recently watched “Queensryche - Silent Lucidity.”
Jumat, 07 Januari 2011
The ad your ads could look like: Looking back at the best YouTube ads of 2010
2010 was a breakout year for video advertising, which is an unmitigated good thing for advertisers and viewers alike. As audiences, platforms, channels, and devices continue to fragment into ever-more-specific niches, earning people’s attention has become ever more challenging. To find audiences and break through all the noise, brands must create content that people seek out, love, and share with others.
On the coattails of YouTube Rewind, which highlighted the most viewed videos of 2010 - we took an informal poll of our team and reporters in the industry to find out their favorite YouTube ads of the year. Here they are, in no particular order:
1) Old Spice "The Man Your Man Could Smell Like" (25M views)
2010 was Old Spice’s year. Released to YouTube a few days before the Super Bowl, Isaiah Mustafa’s shower-transcending, horse-sitting manliness had already attracted a fan base before the Saints and Colts took the field. This new franchise culminated in Old Spice’s Twitter response campaign, attracting more than 100 million views in fewer than 10 days. Smells good!
Experts say: “The challenge for advertisers in social media is keeping up with the real-time nature of it. Old Spice provided the blue print on how to do this with a video blitz that perfectly fit with how the Web operates nowadays.” - Brian Morrissey, AdWeek
Lesson learned: Old Spice spent millions developing the character, and then took advantage of this brand equity by speaking directly to key influencers, who then got their followers to tune in.... for free!
2) Nike "Write the Future" (22M views)
Who was your favorite official sponsor of the 2010 FIFA World Cup? If you said Nike, you’re not alone. You’re also not an expert on global sports sponsorships, because Nike didn’t sponsor the Cup. All they did was hijack world soccer with a glorious, 3-minute mini-epic directed by Alejandro Iñárritu.
Lesson learned: It’s hard to imagine a 3-minute commercial running during a major sporting event, but online it attracted an enormous audience that accelerated via sharing.
3) Tipp-Ex "NSFW. A hunter shoots a bear!" (13M views)
Vaguely reminiscent of the revolutionary Burger King Subservient Chicken, this campaign for correction tape product Tipp-Ex hands control of the story to the user, with dozens of funny outcomes that reward experimentation and discovery.
Experts say: "One of 2010's greatest examples of interactive ads." - Ben Parr, mashable
Lesson learned: Interactivity + video = a truly immersive, memorable, and sharable experience.
4) Hell Pizza, “Deliver Me to Hell“ (2.5M views)
Ads are definitely content when they include interactive zombie attacks. When you feature clever product placement and a narrative viewers can participate in, it's advertising gold.
Experts say: “With the increased sophistication of YouTube annotations has come a greater number of interactive adventures, and this branded experience sponsored by the New Zealand pizza company Hell Pizza is one of the better ones I've seen. Not only is it executed well, but a zombie comedy fits perfectly with Hell Pizza's brand -- and really makes you crave a hot slice.” - Liz Shannon Miller, NewTeeVee
Lesson learned: YouTube video annotations create new opportunities for fun, turning the video viewing experience into an adventure.
5) Toyota "Swagger Wagon" (7.6M views)
Awwwww, yeah. Decidedly un-hip-hop people rapping about their un-hip-hop lives is nothing revolutionary, but the execution on this campaign for Toyota’s Sienna minivan was a cooling salve for Gen X parents struggling to embrace the cul-the-sac.
Lesson learned: Perhaps the perfect example of a brand creating content that people will seek out, love, and share.
6) Toy Story 3, “Lots-o-Huggin' Bear Commercial” (1.2M views)
Experts say: “We loved Pixar's phony retro toy ads promoting Toy Story 3. The ‘Huggin' Toys’ videos were made to resemble toy ads circa 1983 -- complete with VHS tape static crawling along the bottom of the screen.” - Zach Rodgers, ClickZ
Lesson learned: The Toy Story franchise has been the most critically and financially successful animated movie series of all time, mostly because of its ability to appeal both to kids and to parents. Kids who grew up in the Reagan Years are powerless against the nostalgia appearl of this very convincing faux-retro spot .
These are, of course, just a tiny taste of what brands and agencies did with online video in 2010, and we didn’t even touch the best creative in other languages. We’re hoping this list gets people inspired about the creative possibilities.
Eric Meyerson, Video Business Marketing Lead, recently watched "Complete History of The Soviet Union, Arranged to the Melody of Tetris."
On the coattails of YouTube Rewind, which highlighted the most viewed videos of 2010 - we took an informal poll of our team and reporters in the industry to find out their favorite YouTube ads of the year. Here they are, in no particular order:
1) Old Spice "The Man Your Man Could Smell Like" (25M views)
2010 was Old Spice’s year. Released to YouTube a few days before the Super Bowl, Isaiah Mustafa’s shower-transcending, horse-sitting manliness had already attracted a fan base before the Saints and Colts took the field. This new franchise culminated in Old Spice’s Twitter response campaign, attracting more than 100 million views in fewer than 10 days. Smells good!
Experts say: “The challenge for advertisers in social media is keeping up with the real-time nature of it. Old Spice provided the blue print on how to do this with a video blitz that perfectly fit with how the Web operates nowadays.” - Brian Morrissey, AdWeek
Lesson learned: Old Spice spent millions developing the character, and then took advantage of this brand equity by speaking directly to key influencers, who then got their followers to tune in.... for free!
2) Nike "Write the Future" (22M views)
Who was your favorite official sponsor of the 2010 FIFA World Cup? If you said Nike, you’re not alone. You’re also not an expert on global sports sponsorships, because Nike didn’t sponsor the Cup. All they did was hijack world soccer with a glorious, 3-minute mini-epic directed by Alejandro Iñárritu.
Lesson learned: It’s hard to imagine a 3-minute commercial running during a major sporting event, but online it attracted an enormous audience that accelerated via sharing.
3) Tipp-Ex "NSFW. A hunter shoots a bear!" (13M views)
Vaguely reminiscent of the revolutionary Burger King Subservient Chicken, this campaign for correction tape product Tipp-Ex hands control of the story to the user, with dozens of funny outcomes that reward experimentation and discovery.
Experts say: "One of 2010's greatest examples of interactive ads." - Ben Parr, mashable
Lesson learned: Interactivity + video = a truly immersive, memorable, and sharable experience.
4) Hell Pizza, “Deliver Me to Hell“ (2.5M views)
Ads are definitely content when they include interactive zombie attacks. When you feature clever product placement and a narrative viewers can participate in, it's advertising gold.
Experts say: “With the increased sophistication of YouTube annotations has come a greater number of interactive adventures, and this branded experience sponsored by the New Zealand pizza company Hell Pizza is one of the better ones I've seen. Not only is it executed well, but a zombie comedy fits perfectly with Hell Pizza's brand -- and really makes you crave a hot slice.” - Liz Shannon Miller, NewTeeVee
Lesson learned: YouTube video annotations create new opportunities for fun, turning the video viewing experience into an adventure.
5) Toyota "Swagger Wagon" (7.6M views)
Awwwww, yeah. Decidedly un-hip-hop people rapping about their un-hip-hop lives is nothing revolutionary, but the execution on this campaign for Toyota’s Sienna minivan was a cooling salve for Gen X parents struggling to embrace the cul-the-sac.
Lesson learned: Perhaps the perfect example of a brand creating content that people will seek out, love, and share.
6) Toy Story 3, “Lots-o-Huggin' Bear Commercial” (1.2M views)
Experts say: “We loved Pixar's phony retro toy ads promoting Toy Story 3. The ‘Huggin' Toys’ videos were made to resemble toy ads circa 1983 -- complete with VHS tape static crawling along the bottom of the screen.” - Zach Rodgers, ClickZ
Lesson learned: The Toy Story franchise has been the most critically and financially successful animated movie series of all time, mostly because of its ability to appeal both to kids and to parents. Kids who grew up in the Reagan Years are powerless against the nostalgia appearl of this very convincing faux-retro spot .
These are, of course, just a tiny taste of what brands and agencies did with online video in 2010, and we didn’t even touch the best creative in other languages. We’re hoping this list gets people inspired about the creative possibilities.
Eric Meyerson, Video Business Marketing Lead, recently watched "Complete History of The Soviet Union, Arranged to the Melody of Tetris."
Selasa, 21 Desember 2010
What makes an ad worth spreading?
Today we bring you a guest post from Chris Anderson, Curator of TED, a nonprofit devoted to Ideas Worth Spreading from three worlds: Technology, Entertainment, Design. Anderson explains how TED and YouTube are teaming up to present a challenge called 'Ads Worth Spreading'.
Our mission -- of spreading ideas around the world -- is supported in part by advertising. And we believe that advertising should evoke the same emotions a TEDTalk does -- it should make you think, make you respond, make you want to share -- a great idea, a product that makes the world better, an initiative that might change the world. Like YouTube, we want to see the same level of passion in online ads as we do in our TEDTalks. So, we’ve created a challenge called 'Ads Worth Spreading' to solicit the best ads that raise the bar, elevate the craft and invent new forms of online engagement.
We invite you to enter the competition. Entries can be hysterically funny, stunningly beautiful, or just intriguing, fascinating, ingenious and persuasive. For inspiration, check out examples of great creative on YouTube Show and Tell. It is free to enter, the submission deadline is February 7, 2011, and full contest rules are right here.
We’re excited to see your ads worth spreading!
Chris Anderson, TED Curator, recently watched "Rory Sutherland: Life lessons from an ad man."
We invite you to enter the competition. Entries can be hysterically funny, stunningly beautiful, or just intriguing, fascinating, ingenious and persuasive. For inspiration, check out examples of great creative on YouTube Show and Tell. It is free to enter, the submission deadline is February 7, 2011, and full contest rules are right here.
We’re excited to see your ads worth spreading!
Chris Anderson, TED Curator, recently watched "Rory Sutherland: Life lessons from an ad man."
Kamis, 02 Desember 2010
TrueView Video Ads give viewers choice and control over ads
Advertising is what allows many of YouTube’s most creative video producers to keep producing their great material - it directly funds their creative process. And advertising is evolving. Increasingly, we’re seeing the distinction between advertisements and ‘regular videos’ blurring as advertisers start to make ads viewers want to watch.
We think that giving viewers a choice of which ads they want to watch means it’s even more likely that they’ll be engaged with the ad, and that advertisers will get their messages across to the right person. So YouTube has introduced a new kind of ad, known as TrueView Video Ads, which you’ll start seeing on the site today. It works like this: when you see an ad start to play, look for a 5-second countdown button that will allow you to “skip” it. If the ad doesn’t seem relevant or engaging to you, skip it and continue to the video you wanted to watch. Not every ad you see will have this “skip” option but we are working to bring you more choice and control in advertising where possible.
More compelling ads and viewer choice about which ads to watch (and whether to even watch an ad) means a more engaging, interactive, customized experience for both viewers and advertisers -- a true win-win for all.
If you’re an advertiser, please visit our InsideAdWords blog for more information on this announcement.
Phil Farhi, Senior Product Manager, recently watched “Danny MacAskill - Way Back Home”.
We think that giving viewers a choice of which ads they want to watch means it’s even more likely that they’ll be engaged with the ad, and that advertisers will get their messages across to the right person. So YouTube has introduced a new kind of ad, known as TrueView Video Ads, which you’ll start seeing on the site today. It works like this: when you see an ad start to play, look for a 5-second countdown button that will allow you to “skip” it. If the ad doesn’t seem relevant or engaging to you, skip it and continue to the video you wanted to watch. Not every ad you see will have this “skip” option but we are working to bring you more choice and control in advertising where possible.
More compelling ads and viewer choice about which ads to watch (and whether to even watch an ad) means a more engaging, interactive, customized experience for both viewers and advertisers -- a true win-win for all.
If you’re an advertiser, please visit our InsideAdWords blog for more information on this announcement.
Phil Farhi, Senior Product Manager, recently watched “Danny MacAskill - Way Back Home”.
Rabu, 03 November 2010
Longboarding around the world with YouTube
Today’s guest blogger is Scott Imbrie, CEO and Co-Founder of Original Skateboards. His passion is longboarding, a popular new form of skateboarding that also blends elements of surfing and snowboarding. Scott started Original with his brother, Brad, using YouTube to grow the business from scratch.
Update: As of December 1st, 2011, you will start to see Promoted Videos referred to as TrueView in-search and TrueView in-display.
From the start, Brad and I wanted to design longboards and trucks that would allow descents of the steepest paved roads in the world. Since longboarding as a sport was relatively unknown in 2002, we saw an opportunity to grow both our sport and business through online video.
In 2005, we shot our first video, “Longboarding Cadillac Mountain,” on Cadillac Mountain in Maine. With just 12 subscribers to our channel, we uploaded the video and promoted it through our MySpace and Facebook communities. We had no idea what to expect. The next day, we came into the office and found more sales orders than we had received in the previous week, including many orders from Europe and Australia.
YouTube had provided us global reach, which drove more potential customers to the Original website. Our total sales increased roughly 40% from that night forward. Seeing the impact online video had on our sales, we began to build our business with YouTube at its core. We added Nick Patrick, the director of Cadillac Mountain, to our three-person staff to shoot, edit and produce YouTube content full time.
To stay connected with our viewers, we began to expand beyond a single video. Our next project was an episodic travel series we called “Western Sessions.” YouTube featured the first episode on its home page, and we reached over 150,000 views, which was a record for us at the time. Our sales again increased by approximately 40%. Last year’s sequel, “Puerto Rico Sessions,” received 8.9 million views, making up over 30% of our total video views in 2009.
Our strategy to achieve those viewership numbers and increase our subscriber base has been through a combination of online advertising (primarily Google AdWords and YouTube Promoted Videos), creative print advertising and word-of-mouth. We found when we produce relevant, high-quality content, one in four viewers will share that video with a friend. This viral word-of-mouth sharing greatly decreases our costs (when we pay for video advertising) and has enabled us to grow our business on a very limited budget. Additionally, we are developing YouTube-based applications to help us connect even more effectively with our viewers.
While Original has more than 105,000 subscribers around the world, it remains very much a family affair. Brad and I continue to work together every day, and our childhood best friends are key players in our business. Moreover, longboarding as a sport has grown exponentially. The sport now receives millions of views per week on YouTube and has grabbed the attention of major newspapers and television shows.
We are thankful that the YouTube community supports our artistic expression and sport. It has helped open many new opportunities for our business.
Our latest video, “Go Longboard 2010,” is our interpretation of what we feel makes longboarding different from other extreme sports out there. Our goal was to make the most visually stunning nature video on YouTube, and showcase longboarding while we were at it. We hope you like it!
Serena Satyasai, Marketing Manager, recently watched “Longboarding Boston.”
Update: As of December 1st, 2011, you will start to see Promoted Videos referred to as TrueView in-search and TrueView in-display.
From the start, Brad and I wanted to design longboards and trucks that would allow descents of the steepest paved roads in the world. Since longboarding as a sport was relatively unknown in 2002, we saw an opportunity to grow both our sport and business through online video.
In 2005, we shot our first video, “Longboarding Cadillac Mountain,” on Cadillac Mountain in Maine. With just 12 subscribers to our channel, we uploaded the video and promoted it through our MySpace and Facebook communities. We had no idea what to expect. The next day, we came into the office and found more sales orders than we had received in the previous week, including many orders from Europe and Australia.
YouTube had provided us global reach, which drove more potential customers to the Original website. Our total sales increased roughly 40% from that night forward. Seeing the impact online video had on our sales, we began to build our business with YouTube at its core. We added Nick Patrick, the director of Cadillac Mountain, to our three-person staff to shoot, edit and produce YouTube content full time.
To stay connected with our viewers, we began to expand beyond a single video. Our next project was an episodic travel series we called “Western Sessions.” YouTube featured the first episode on its home page, and we reached over 150,000 views, which was a record for us at the time. Our sales again increased by approximately 40%. Last year’s sequel, “Puerto Rico Sessions,” received 8.9 million views, making up over 30% of our total video views in 2009.
Our strategy to achieve those viewership numbers and increase our subscriber base has been through a combination of online advertising (primarily Google AdWords and YouTube Promoted Videos), creative print advertising and word-of-mouth. We found when we produce relevant, high-quality content, one in four viewers will share that video with a friend. This viral word-of-mouth sharing greatly decreases our costs (when we pay for video advertising) and has enabled us to grow our business on a very limited budget. Additionally, we are developing YouTube-based applications to help us connect even more effectively with our viewers.
While Original has more than 105,000 subscribers around the world, it remains very much a family affair. Brad and I continue to work together every day, and our childhood best friends are key players in our business. Moreover, longboarding as a sport has grown exponentially. The sport now receives millions of views per week on YouTube and has grabbed the attention of major newspapers and television shows.
We are thankful that the YouTube community supports our artistic expression and sport. It has helped open many new opportunities for our business.
Our latest video, “Go Longboard 2010,” is our interpretation of what we feel makes longboarding different from other extreme sports out there. Our goal was to make the most visually stunning nature video on YouTube, and showcase longboarding while we were at it. We hope you like it!
Serena Satyasai, Marketing Manager, recently watched “Longboarding Boston.”
Kamis, 28 Oktober 2010
Promoted Videos hit half a billion views
Update: As of December 1st, 2011, you will start to see Promoted Videos referred to as TrueView in-search and TrueView in-display.
When we announced our first performance-based video ad format, Promoted Videos, nearly two years ago, the first campaign was “Penny Pranks” by Office Max.
When we announced our first performance-based video ad format, Promoted Videos, nearly two years ago, the first campaign was “Penny Pranks” by Office Max.
Since that time, thousands and thousands of advertisers have taken advantage of this ad format to entice likely customers with videos about everything from smoked brisket recipes to magnetic jewelry to sneakers. Politicians and political activists have used Promoted Videos to argue for a proposition or against an issue. And large companies have reached wide audiences with movie trailers, recipes, and ideas for Halloween.
This month we served the 500,000,000th Promoted Video view. Promoted Videos average approximately three minutes in duration -- it would take a single viewer 2,853 years to watch them all. In the past year, we’ve seen a more than six-fold increase in the number of times viewers have clicked to watch a Promoted Video. And more and more, advertisers are making ads for TV and YouTube that delight and entertain. In fact, many video ads reach over 1 million video views, offering everything from solutions for bad breath to candy bars and cars – some of which have achieved increased viewership using Promoted Videos.
We’ve made several recent product improvements to help more advertisers easily set up and manage campaigns with Promoted Videos. First, we’ve expanded the ability to set up video ad campaigns on ads.youtube.com beyond the US to Australia, Brazil, Canada, Czech Republic, Denmark, France, Germany, India, Ireland, Israel, Italy, Mexico, The Netherlands, New Zealand, Poland, Russia, South Africa, Spain, Sweden, and the United Kingdom. For anyone outside the U.S., the campaign will be tied to your Google AdWords account. Secondly, we’ve added Promoted Videos into our Video Targeting tool so you can select specific videos for advertising against in addition to appearing against search results and related content on YouTube. Finally, with our Promoted Video API in AdWords in beta, agencies can now use Promoted Videos to manage campaigns across multiple clients.
We’re excited about this momentum and look forward to building on viewer choice when it comes to advertising. We talked at length this week with the guys at ReelSEO about Promoted Videos, so read on if you'd like to know more about our plans.
Jay Akkad, Product Manager, recently watched “The NeoCube 01”
This month we served the 500,000,000th Promoted Video view. Promoted Videos average approximately three minutes in duration -- it would take a single viewer 2,853 years to watch them all. In the past year, we’ve seen a more than six-fold increase in the number of times viewers have clicked to watch a Promoted Video. And more and more, advertisers are making ads for TV and YouTube that delight and entertain. In fact, many video ads reach over 1 million video views, offering everything from solutions for bad breath to candy bars and cars – some of which have achieved increased viewership using Promoted Videos.
We’ve made several recent product improvements to help more advertisers easily set up and manage campaigns with Promoted Videos. First, we’ve expanded the ability to set up video ad campaigns on ads.youtube.com beyond the US to Australia, Brazil, Canada, Czech Republic, Denmark, France, Germany, India, Ireland, Israel, Italy, Mexico, The Netherlands, New Zealand, Poland, Russia, South Africa, Spain, Sweden, and the United Kingdom. For anyone outside the U.S., the campaign will be tied to your Google AdWords account. Secondly, we’ve added Promoted Videos into our Video Targeting tool so you can select specific videos for advertising against in addition to appearing against search results and related content on YouTube. Finally, with our Promoted Video API in AdWords in beta, agencies can now use Promoted Videos to manage campaigns across multiple clients.
We’re excited about this momentum and look forward to building on viewer choice when it comes to advertising. We talked at length this week with the guys at ReelSEO about Promoted Videos, so read on if you'd like to know more about our plans.
Jay Akkad, Product Manager, recently watched “The NeoCube 01”
Senin, 25 Oktober 2010
Tricking and treating with Disney this Halloween
We’d like to welcome today’s guest blogger, Annjanette Isorda, Senior Manager of New Media Business Development at the Walt Disney Company. Annjanette works with Disney Consumer Products, a division that extends the Disney brand to merchandise ranging from apparel and toys to books, magazines and even food. Today, she shares her experiences on how they use their Disney Living YouTube Channel to engage fans and communicate about holiday promotions.
The Disney Living channel was born in March 2009 when we realized that YouTube could provide a great way to answer the growing demand for entertainment and information on Disney products – everything from bridal fashion shows featuring gowns inspired by our Disney Princesses to sneak peeks of our latest toys and tech gadgets. We’ve found that YouTube has broad appeal and, unlike virtually any other channel, YouTube videos allow us to tell stories that we couldn’t convey in print or other online media. We create original content that you can’t see anywhere else for YouTube fans and the active blogger community.
As we go into the holidays, YouTube has emerged as one of the best ways for us to engage directly with a wide audience. For example, Halloween is an especially fun holiday for us at Disney. To make this year’s festivities unique, we created fun activities for the family on YouTube. We produced a "Disney Store 30 Costumes in 30 Seconds" YouTube Halloween Sweepstakes and have also set up a Halloween Dress Rehearsal Party for families to show off outfits in person (and receive free prizes!). The Disney Living channel helps us easily bridge the online and offline worlds.
Additionally, Disney Living is tricking and treating YouTubers to three scary movie spoofs, inspired by the flicks The Shining, The Ring, & The Sixth Sense. These Ghoulish Greetings are short e-greetings made to delight and surprise our audience. We hope fans will have a laugh and be inspired to share them with family and friends and participate in our Halloween contest with a video response of your own. We’ll choose five lucky winners after Halloween to win a $100 gift card to the Disney Store. We will continue to produce content like this for our YouTube channel because it is a powerful platform that allows us to create value for our subscribers and audience.
Finally, our last advice to anyone else considering building a presence on YouTube: connect it to your other social marketing efforts. We always connect our content to our Facebook fan page and share it in our tweets from Twitter. We’ve promoted the videos to the YouTube community as well to help connect more people to some of our most popular content. We have found using a mix of social media and paid advertising helps us reach both core Disney fans and newcomers.
We’re genuinely excited about engaging with our fans on YouTube and carrying on the Disney tradition of inspirational storytelling. Stay tuned — there will be more YouTube fun as we move into this year’s holiday season!
Jacques Hebert, Google AdWords Account Manager, recently watched “Disney Halloween Spoof: Ghoulish Greeting #3.”
The Disney Living channel was born in March 2009 when we realized that YouTube could provide a great way to answer the growing demand for entertainment and information on Disney products – everything from bridal fashion shows featuring gowns inspired by our Disney Princesses to sneak peeks of our latest toys and tech gadgets. We’ve found that YouTube has broad appeal and, unlike virtually any other channel, YouTube videos allow us to tell stories that we couldn’t convey in print or other online media. We create original content that you can’t see anywhere else for YouTube fans and the active blogger community.
As we go into the holidays, YouTube has emerged as one of the best ways for us to engage directly with a wide audience. For example, Halloween is an especially fun holiday for us at Disney. To make this year’s festivities unique, we created fun activities for the family on YouTube. We produced a "Disney Store 30 Costumes in 30 Seconds" YouTube Halloween Sweepstakes and have also set up a Halloween Dress Rehearsal Party for families to show off outfits in person (and receive free prizes!). The Disney Living channel helps us easily bridge the online and offline worlds.
Additionally, Disney Living is tricking and treating YouTubers to three scary movie spoofs, inspired by the flicks The Shining, The Ring, & The Sixth Sense. These Ghoulish Greetings are short e-greetings made to delight and surprise our audience. We hope fans will have a laugh and be inspired to share them with family and friends and participate in our Halloween contest with a video response of your own. We’ll choose five lucky winners after Halloween to win a $100 gift card to the Disney Store. We will continue to produce content like this for our YouTube channel because it is a powerful platform that allows us to create value for our subscribers and audience.
Finally, our last advice to anyone else considering building a presence on YouTube: connect it to your other social marketing efforts. We always connect our content to our Facebook fan page and share it in our tweets from Twitter. We’ve promoted the videos to the YouTube community as well to help connect more people to some of our most popular content. We have found using a mix of social media and paid advertising helps us reach both core Disney fans and newcomers.
We’re genuinely excited about engaging with our fans on YouTube and carrying on the Disney tradition of inspirational storytelling. Stay tuned — there will be more YouTube fun as we move into this year’s holiday season!
Jacques Hebert, Google AdWords Account Manager, recently watched “Disney Halloween Spoof: Ghoulish Greeting #3.”
Jumat, 22 Oktober 2010
Individual Video Program, one year later...
What if Michelangelo had sculpted the David and that was his one and only masterpiece? What if Francis Ford Coppola had shot one scene of The Godfather, then called it quits on a film career? What if Jim Henson had only given the world Kermit the Frog, and then decided to become a plumber? Would you still want to see these hallmarks of creativity? Chances are, you would.
It’s been well over a year now since the launch of the Individual Video Program (IVP), which celebrates the very nature of rewarding the one-hit creative spark or remarkable moments caught on video. Some of the most well known videos run the gamut through rough-cut home video (“Jessica’s Daily Affirmation”), wonders of the natural world (“Praying Mantis Attacks Hummingbird”), or good old fashioned comedy clips (“Laughing Baby,” with 33M views). Here's one of our recent favorites:
What’s even more powerful than sharing these moments through video? Hearing how the lives of the people who have uploaded them have been changed. For instance, in one of the most heart-warming videos featuring a U.S. solider reunited with his dog after returning from Afghanistan, the earnings made from the video went to the local animal shelter where their pet was rescued.
Online video is evolving, and we believe there should be a place on the web where all forms of content are celebrated and brought to the masses. In fact, did you know that...
Lin Shi, Software Engineer, recently watched “Cows, Cows, Cows.”
It’s been well over a year now since the launch of the Individual Video Program (IVP), which celebrates the very nature of rewarding the one-hit creative spark or remarkable moments caught on video. Some of the most well known videos run the gamut through rough-cut home video (“Jessica’s Daily Affirmation”), wonders of the natural world (“Praying Mantis Attacks Hummingbird”), or good old fashioned comedy clips (“Laughing Baby,” with 33M views). Here's one of our recent favorites:
What’s even more powerful than sharing these moments through video? Hearing how the lives of the people who have uploaded them have been changed. For instance, in one of the most heart-warming videos featuring a U.S. solider reunited with his dog after returning from Afghanistan, the earnings made from the video went to the local animal shelter where their pet was rescued.
Online video is evolving, and we believe there should be a place on the web where all forms of content are celebrated and brought to the masses. In fact, did you know that...
- YouTube has now enabled hundreds of thousands of videos to earn money?
- We’ve enabled international users from 11 markets to earn revenue from their videos?
- IVP helped thousands of YouTube users to become official YouTube Partners?
Lin Shi, Software Engineer, recently watched “Cows, Cows, Cows.”
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