181 million U.S. Internet users watched more than 39 billion online content videos in September.
comScore Video Metrix looks at video consumption each month. The continued increase in our adoption of online video is not a surprise, but this month video ads really got my attention.
In September 51% of the U.S. population watched at least one video ad, and this time video ad views reached 9.4 billion. The time to extend the branded story for more than 30 seconds is here, but it is equally important to pay attention to the unique online viewing habits of this 51%. The content has to be relevant, offering information or entertainment.
- 85% of the U.S. Internet audience viewed online video
- Video ads accounted for 19.3% of all videos viewed
When the average viewer is forced to endure 60.2 ads in 30 days, the content, and the process of developing the content must include an understanding of our behavior and our needs.
Authentic content will continue to be extraordinarily successful. People love being the sacred discoverer of something new. Exploring YouTube and real-time media for the next great thing is wonderfully rewarding and immediately shared with those who have common interests.
For brands this means an entirely new experience. Allow me to share two recent examples.
The first: MIT Gangnam Style (MIT 강남스타일) uploaded just days ago, and now with more than 4 million views. You may not think of this as marketing for MIT, but it most certainly is.
Globalization will never again be…one-way!
The second: Air New Zealand’s An Unexpected Briefing #airnzhobbit- Currently more than 6 Million views. (also a great YouTube channel)
This type of content extends the brand through an experience that is emotional, and immediately shared!
With images and video you create enduring connections. They are emotional, instantaneous, and positively social. MBooth partnered with Simply Measured using behavioral data to follow visual content on social media. A great story!
Opportunity: Incorporating original content within branded social environments can be powerful.
Result: Truly authentic content and stronger engagement scenarios in the form of response and recognition…
Engagement and sharing habits for Facebook’s top brands…
This study supports our approach with great emphasis on original content.
ComScore explored the “synergy of professionally-produced video content and user-generated product videos” to determine marketing effectiveness. What I find most compelling is the level of emotional connection and understanding is significantly higher within user-generated videos.
Authenticity and conviction are clearly defined when a brand explores opportunities to celebrate original content at the same level as branded, more professional content. Great study comScore!!!
Original video messages are more emotional and easier to relate to than branded-professional content.
For more…meander through our Focus 2012 Trend Report
We often use the term Cycle-of-Courtesy for describing a reciprocal process within social media. In this talk TED’s Chris Anderson shares his thoughts for how web video is creating and inspiring the ideal conditions for innovation.
These conditions create intense levels of understanding and connection. Advantages grow from collective ideas, not individual agendas, or predetermined direction.
Chris Anderson “Web video is driving Crowd Accelerated Innovation”
Original and inventive ideas come to life, they are set into motion via a Cycle-Of-Courtesy. The benefits of these powerful ideas and connections is still, yet to be discovered. But, we do know that it remains important not to disrupt the natural process of discovery and sharing. Within collective innovation, this natural process establishes the intention of ideas and a course for innovation.
“A new Cycle-of-Courtesy has developed; where people, compelled to share ideas and experiences with others, has become a common and expected task. It’s as if they feel it’s their duty…informing others is simply a natural part of the reciprocal process”
Google has released the final version of Life In A Day via YouTube. In an inspiring example of co-creation, thousands of people from 192 countries, uploaded 4,500 hours of life to YouTube on July 24, 2010.
The film’s executive producer Ridley Scott and director by Kevin Macdonald have captured a global moment in time…life as it was on July 24th.
For more on our favorite Italian Football team Fiorentina…click here
What Social Media Should Be…Collaborative | Part II
I’m not certain when my rather different perspective began. Was it with PRG, immersed in the theory of one to one…or with TNS, when developing a new approach to moderation within Social Communities? I do know that I have refined my thinking as part of Pallino1021, a result of being challenged with the idea of convergence and the journey / exploration, as I prepare for our global trend reports. One thing remains prominent…People, and their idea of original…is emerging.