What the year-end YouTube Ads Leaderboard tells us about the future of video advertising
About a year ago, I was stranded in my driveway with a very unhappy newborn in one arm and a very uninstalled car seat in the other. What did I do? I picked up my phone and searched on YouTube for help. I clicked on a promoted video created by my car seat's manufacturer, hit play, followed its step-by-step instructions and installed the seat in three minutes. In my moment of need, an ad saved the day.
YouTube is reportedly investigating the possibility of launching live 360-degree virtual reality broadcasts on the platform. Technological hurdles remain in stitching 360-degree video by various camera manufacturers.
Stop me if this sounds familiar: You hear everybody talking about how great an opportunity YouTube advertising is. After all, this video-sharing website claims that more than 4 billion videos are viewed each day. That actually bigger than Facebook's reach (and growing).
Video is quickly becoming the dominant medium online, and while video consumption on Snapchat and Facebook is on the rise, YouTube has maintained its position as the biggest hub for online videos for many years. Underlining this, the platform recently surpassed the milestone of 1 billion hours of video viewed every day.
The challenge for anyone who wants to take advantage of video online is that the competition is incredibly fierce. A stunning 300 hours of new video content is uploaded onto YouTube every minute, and this is spread across hundreds of thousands of channel owners fighting for every view, and every 'Like'.
While other social platforms continue to increase their focus on video, YouTube, with more than 1.5 billion monthly active users, remains the online video leader.
More than that, YouTube's been around for longer, which has given the Google-owned network more time to establish its business model, meaning there are more avenues for creators to effectively monetize their YouTube content.
In the fierce battle for our mobile attention, Facebook has almost no peer.
Google and Facebook have similar total reach among U.S. adults, between 228 and 222 million monthly users. But Facebook stands alone when you combine time spent and total reach, even if you add Google and YouTube together.
Berserking teen girls may forever be a staple of Vidcon, but the YouTube stars they worship have done a lot of growing up in the past year. And in turn, so has their industry.
Being a YouTube creator is blossoming into a bona fide grown-up business right before our eyes. As young creators mature into savvy entrepreneurs, the ecosystem is maturing along with them — with industry standards and a multichannel network landscape that’s supportive and thriving.
Though they're just starting to settle in, it's a far cry from the parasitic deals and chaotic, Wild West feel of those early years.
While YouTube is the dominant platform when it comes to video SEO, the video offerings on platforms like Facebook, Instagram, Pinterest, and Snapchat shouldn't be ignored.
By now it likely you've heard that YouTube is the second most popular search engine after Google in the U.S. and probably globally. That's a lot of visibility and SEO/Social opportunity. But I urge you to think beyond YouTube in your video SEO and social strategy.
AT&T Inc. and the Chernin Group are nearing a deal to acquire a majority stake in Fullscreen Inc., a popular YouTube video network, a source close to the transaction said.
The deal between Fullscreen and Otter Media, a joint venture of AT&T and Chernin, would put the valuation of the company at $200 million to $300 million, said the source, who was not authorized to comment on the transaction.
Should advertisers spend their time and ad dollars on longer YouTube ads, or will shorter ads save them from making a mistake?
While media experts debate the strengths of different lengths, it appears that longer ads go a longer way toward achieving certain marketing goals.
Facebook and YouTube are among a group of popular web sites that have quietly begun using automation to remove extremist content from their sites, Reuters reported Saturday.
YouTube accounts for a bigger percentage of U.S. bandwidth than it did a year ago, while Facebook’s share has dropped.
Over the past year or so, Facebook has made increasingly aggressive attempts to chip away at YouTube’s dominance in the world of short Internet videos. It hasn’t made a dent yet, according to one key measure.
Sandvine, a networking company that reports on which services use the most bandwidth, just published its most recent numbers and YouTube is ahead...
Teams of brilliant content strategists in tall, fancy office buildings obsess over what they can do to make videos go viral online. Here’s a pro tip: Put a baby girl in the hands of a futurist and have them stare into each other’s eyes.
Twitter's falling share prices have, once again, sparked speculation that the time is right for Google to buy Twitter, but what benefits would the buyout really have?
With Twitter shares at an all-time low amidst reports that the social media site has failed to win new users, the Internet is awash once again with speculation that Google may buy Twitter.
Google is reportedly working on a live-streaming app called YouTube Connect that would compete with Periscope and Facebook Live. The app is expected to be released in the coming months.
There’s been a lot of movement in terms of valuation for the major social networks over the past few months. Snapchat has seen its stock price fall back to its IPO value, while Facebook has risen to all-time highs. In the meantime, companies like Pinterest are still waiting to step from the private into the public realm, and LinkedIn and Tumblr have settled into their new digs at Microsoft and Yahoo, respectively.
With all of these changes taking place, we figured it would be a good time to go over where a few of the major social networks currently sit in regards to their valuation. Each of the companies listed in the chart below is valued based on their most recent sale price, valuation, or market cap.
When it comes to platforms like Facebook, Flipboard and LinkedIn, the quantity of content doesn't matter. Those who understand the right content to share will come out ahead.
In an era when emails, Facebook posts, Tweets, LinkedIn connect requests and countless bleeping apps are screaming for more and more of our attention during the business day, the marketers who will succeed are the ones who understand how to consolidate and funnel target-grabbing content on the channels that matter. Content for the sake of producing content does not work anymore. Only content developed and delivered to support the target's content needs has high value.
It doesn't take long to spot a weak YouTube channel. The images might look stretched or amateur, the titles might be inconsistent, or the video thumbnails could be boring. Whatever it is, you know a lazy YouTube channel when you see it, and it makes it much less likely that you will spend your time with its content.
Given that YouTube is the second largest search engine in the world, you should already be using video for your business no matter what your size is. When you do, make sure to do it right and take the time to manage your channel like a professional.
If you’ve been on social media for a little while, there’s a huge chance that you know who iJustine is.
In fact, she has the 5th largest social media following of any woman on the internet.
Most people don't seem to consider YouTube a social network, but they ought to. The overwhelming majority of views of brand-related content come from user-generated content.
By guest columnist Matt McGowan, Google
Most of us are familiar with YouTube. More than 84 percent of us tune-in at least once a month and many much more often to get our daily dose of news from channels such as Vice or The Young Turks, recipes and cooking shows from the The Food Network and SORTED, or even beauty and fashion advice from the likes of Michelle Phan, LKISStyle and more.
It’s never been easy for advertisers to get people to pay attention to them. It’s even harder when millions of people literally can’t hear their commercials.
But in a world where Americans are consuming more and more Web video on mobile phones, or in Web environments where video ads play without sound–particularly onFacebook–brands and top creative executives are having to adjust quickly.
As Facebook continues to expand its video push, and with other platforms like Snapchat and Instagram also seeing increased video adoption, it can be easy to forget that YouTube is still the leading online video platform, and by a significant margin.
Indeed, YouTube recently underlined this by reporting that it now has more than 1.5 billion monthly active users - second only to Facebook - while viewers spend more than an hour a day watching YouTube content on mobile devices alone.
YouTube brought in $3.5 billion in 2013, according to a report published on Monday, a number that comes in below many analysts' estimates.
The user-generated video site is profitable, but its overall income isn't quite as high as the $5 billion number that had been widely floated, according to a story by The Information, which cited two anonymous sources.
Google does not publicly release YouTube's financials. YouTube declined to comment.
If 4 billion daily views has become something of a milestone for leading online video platforms like YouTube and Facebook, Snapchat has just crossed this threshold with confounding velocity.
Following rumblings that Snapchat’s "Live Stories" section -- or snaps curated around locations and major events, like the VMAs -- were garnering 4 billion views per day, a company spokeswoman confirmed this figure to The Los Angeles Times.
YouTube topped such venerable brands as Oreo and Disney as the most loved among children in market research firm Smarty Pants' latest Brand Love study of children 6 to 12. "Based on kids' attention spans now, [YouTube has] the type of content they really crave," said analyst Blair Fischer.
Influencer marketing is on the rise, and looks set to become an even more significant consideration as we move into 2018 (according to the many prediction posts).
But the latest controversy surrounding YouTube star Logan Paul underlines the need for brands to exercise caution over which influencers they work with, and to understand the significant differences between influencer marketing and traditional ads and media approaches.
The agency Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
The platform has developed a number of new features, among them "Loop Counts," a new metric that allows Vine users to observe in real time how popular their videos are.
Vine, the Twitter-owned video-sharing platform, has unveiled "Loop Counts," a new feature to help users track their video views.
The new metric updates the number of viewers who have looped a video, both on Vine and in embeds across the Web, in real time. Although the new feature seems like a step in the right direction towards greater video marketing functionalities for Twitter, some market participants fear that it may also lead to deception.
YouTube is the third most trafficked website behind Google and Facebook, with at least 2,777,777 videos being viewed in just a minute.
What else happens in 60 seconds? YouTube makes an estimated $10,654.49; at least 1,388 channel subscriptions are formed; and 100 hours of videos are uploaded.
This just shows how obsessed with video content we are.
Take a look at this infographic created by YouTubeDownloader
illustrating what happens in a YouTube minute.
Whether you're promoting a business, showcasing your talent, or just an Average Joe trying to go viral, you'll need to choose a video platform to share your content.
So how do you know which video platform is best?
YouTube's by far the most popular platform, with users watching hundreds of millions of hours of content on the platform daily, however it may not be the right option for you, depending on the goals you're trying to achieve.
Link-spamming in comments has always been a problematic area on social. You know the ones I mean – you post something on Facebook, Twitter, etc., and a spammer takes the opportunity to piggyback on your work by commenting with a link to something else.
Sometimes those links are within the context of the discussion, so they’re not always unwelcome, but a lot of the time they're just self-promotional, using your content to boost their own messaging.
While Facebook and Twitter have been busy pushing their live-streaming options, YouTube, the leading online video platform, has also been upping its live-stream game in order to not only keep in touch, but to supersede these other platforms with their various live tools.
And now, YouTube’s upping their live-stream game again, adding a range of new features, most of which are geared towards gamers and gaming content, but which offer more general utility either way.
YouTube is the world’s second largest search engine, processing more than three billion searches each month, but that doesn’t mean the Google-owned giant is content with its platform or where it ranks among its competitors.
YouTube is taking gaming to a completely new level with the announcement that they’re launching their own gaming content platform—called YouTube Gaming—which experts believe will compete with, and very well may make Twitch, extinct.
YouTube released an update for its Creator Studio application on iOS and Android. The update adds actionable data insights to the experience, so creators can learn more about their channels’ stats, as well as how to grow their channels.
A recent study of paid social media finds that YouTube is more effective at both introducing customers to products and converting sales than any other social platform.
YouTube is leading the way in introducing new products to consumers and converting them to purchase, according to a recent study by AOL Platforms.
The report, which tracked data from 500 million clicks and 15 million conversions, found that YouTube was the clear winner in the first stage of the purchase funnel when it comes to paid advertising on social media platforms. Facebook came in as the second best platform for introductions and final purchases, followed by Google+ in third place. In last place was Twitter, which demonstrated that it is nearly 16 percent less likely than YouTube to introduce a client to a new product at the first stage of the buying cycle and 13 percent less likely to be the deciding factor in a purchase at the last stage.
YouTube has launched a free video-ad production service called Director Onsite in six US cities for small businesses that commit to spending $150 on the site. The platform has also released a video-ad creation tool called YouTube Director.
YouTube has created an ad product called Bumper to give marketers six-second mobile video ads that can't be skipped. Audi Germany and Atlantic Records have tested the format using clips from longer spots. "Bumper ads are ideal for driving incremental reach and frequency," Google's Zach Lupei said.
YouTube has introduced a messaging feature inside its app to enable users to share videos and facilitate group chats without leaving the application. The service is being rolled out initially to a small section of YouTube users.
YouTube has indicated that its mobile live-streaming option, which is currently only available to users with more than 1,000 subscribers, will soon be made available to everyone, a move that would put the video giant in more direct competition with Twitter and Facebook.
But at the same time, it’s not exactly clear what YouTube’s actually doing with live.
In a play to keep its stars from defecting to other platforms, YouTube is providing its top creators with "millions of dollars" in funding to produce new content.
Yesterday, the platform announced that it will provide provide funding for some of its most popular stars – such as fashion star Bethany Mota and Epic Rap Battles of History – enabling them to create higher-budget content and experiment with video format.
"Now, we feel the time is right to make another important investment in our creators. That’s why we’ve decided to fund new content from some of our top creators, helping them not only fulfill their creative ambitions but also deliver new material to their millions of fans on YouTube," wrote Alex Carloss, YouTube's head of originals, in a blog post announcing the news.
YouTube's trying out a new desktop design, and while the changes might not stand out or significantly alter the way you use it, they are implementing some major shifts which will enable future development.
As explained by YouTube:
“We’re applying Material Design to YouTube to deliver a beautiful, delightful and intuitive user experience.”
The way we watch TV is changing. We’ve seen this in the rise of live-streaming, in the growth ‘second-screening’, in the expanding consumption of video on social platforms. As video becomes more accessible – through improved network capacity and digital platforms – audiences are adjusting to that shift.
And that has big implications for marketers.
YouTube plans to bundle cable TV channels and offer them via subscription in a service that could launch as early as next year, sources said. The offering would follow up on YouTube's first subscription service, Red, and provide more premium content and ad revenue for the Web and mobile.
Over the last few years, video content has proven to be a key tool in attracting audience attention online - and it's still on the rise, with demand for video increasing over time. And which platform is synonymous with online video? While Facebook and Twitter are evolving their offerings, it's YouTube that still leads the way.
With over 1.5 billion monthly active users, YouTube is the key video destination, and has become an essential platform in the search and discovery process for many users.
YouTube is vetting videos and warning creators when content is not ad friendly to keep brands safe from controversy. Creators have expressed discontent about the change.
Influencer marketing platform FameBit has been oddly quiet since being acquired by Google’s YouTube one year ago, according to several executives in the advertising and entertainment industries (“I have not heard anything from them since they went to YouTube. They don’t even cold-call us anymore,” said one agency exec). Now the company is getting ready to break that silence.
“Definitely we’re being strategic in the sense that we want to get it right. We have a lot of things in store for creators that we want to get right,” said FameBit co-founder Agnes Kozera when asked about the company’s low profile post-acquisition.
Continuing the swell of online platforms moving into premium video content, YouTube has announced a range of new, exclusive programs, involving various high-profile celebrities, which will elevate the platform as a genuine TV rival.
YouTube’s announced this week that they’re funding more than 40 original shows in the next year, including new programs from Ellen DeGeneres, Kevin Hart, Demi Lovato and Katy Perry, among others.