Blog
June 2nd, 2009
Online Video: Fastest Growing Media Platform in History


Gavin Malley, in the Online Media Daily newsletter from Media Post News looks at the implications of the growth of online video, which has gone from zero to mass market globally in three years. “Online video,” says Malley, “is the fastest-growing media platform in history, according to a report from social media research consultancy Trendstream and research firm Lightspeed.”

Malley goes on to say: “In one week in January, 97 million Americans viewed a streaming clip online — as many as are tuning into any major broadcast network — according to a recent survey of 1,000 U.S. active Web users ages 16-65. With 72% of U.S. Web users watching clips online, Web video outstrips both blogging and social networking, and is now the leading “social-media platform.”
The “broadcast mode is dead,” said Tom Smith, managing director of Trendstream. “Now is the time for co-creation, user distribution and a true democratization of video content.”
The Trendstream/Lightspeed report also notes the power of interactivity that online video affords. In January 2009, 39% of respondents shared a clip online, and 32% contributed to the mass of online media by uploading a clip.
Homemade content is the most popular content to upload, with 27% of those who uploaded a clip contributing such material. Content from digital cameras is most likely to make it onto the net: 48% of contributors used this medium to create their content. At 26% and 22%, respectively, home PCs and mobiles are the next-most popular choices for creating content.
82% of 16- and 17-year-olds watched video online, compared with 65% of those ages fifty-five to sixty four. 52% percent of 16- and 17-year-olds shared video clips online, compared with 29% of 55- to 64-year-olds, and a further 46% and 21% respectively uploaded a video.
With users from across the age spectrum watching, creating and distributing video content online, the so-called “digital divide” is not as wide as might be expected, according to Trendstream. Also, the online video audience is more sophisticated and influential than was believed, with the heaviest viewers in the 25-34 age bracket.
With 49 million active Web users -32% -uploading content in January 2009, users of all ages generate far more content than traditional broadcasters and contribute the majority of video content to the Web.
According to Trendstream, broadcasters who wish to engage with this highly influential and affluent group need highly compelling, multi-platform content that can be accessed through multiple gateways including email, music sites, news sites, film sites, blogs and social networks.”

Any comments, or suggestions?

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Posted in Marketing, Online video, PR, Social media, blog | No Comments »

June 1st, 2009
Advertisers moving from campaigns to conversations


In an article in USA Today June 1, 2009, Theresa Howard looks at the branded social media sites which advertisers are now creating. These sites serve as useful complements to mega social networking sites like Facebook.

They offer users sent by ads an environment where they can form user groups and have conversations about the brand. Some of these sites are on Facebook, some on Tweeter, and they link back to a corporate site.

According to Theresa Howard, “Volkswagen, Tropicana and marker brand Sharpie are pioneers in this area, with new social-networking sites that give people tools, blog capabilities and insider access to offers. Sharpie will introduce this week sharpieuncapped.com, a site at the center of a campaign about using the markers for self-expression. Print and TV ads will promote the site featuring a gallery of work by users, a drawing tool, 12 bloggers who talk about using Sharpie products and a how-to section. A gallery shows Sharpie’s 44 colors and ideas to dress up shoes, jeans or cards with the markers. The site features loyal fans showing what they do with Sharpies. Sally Grimes, Sharpie’s VP of global marketing, says: “It’s a new world out there with how you interact with consumers. It’s what consumers say about us that matters. It’s about being a part of that conversation and inspiring others.”

According to Howard, last month, VW launched blog TDI Truth & Dare (tditruthanddare.com), where people comment on and learn about VW’s clean diesel technology, and launched a Facebook group. The blog has received 35,000 unique visitors in three weeks, and the Facebook site already has 60,000 “friends.” “As it relates to social word of mouth and this new world order, it boils down to consumer control,” says Charlie Taylor, general manager of digital marketing and events for Volkswagen. “No longer are brands in control of the message.” He adds: “I don’t feel entitled as a brand to get too sales-y. We’re trying to create relationships and dialogues. We believe that consumers are the ones selling cars for us.”

Pepsi, Howard says, has a companywide social-media plan. Its Tropicana brand, has introduced The Juice, (www.blogher.com/thejuice), where women share tips on getting more out of life. “We allow open conversation in branded areas, and encourage dialogue good, bad or ugly,” says Bonin Bough, director of global social media. “Marketers are moving from impressions to building connections and from campaigns to conversations.”

Any comments?

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Posted in Advertising, Marketing, blog | 3 Comments »