Opinions & Analysis
Hacking the YouTube ‘Playbook for Brands’: Make Your Metadata
Arguably more important than creating and scheduling content that people want to watch on YouTube is making that content easy for viewers to find. The first way to optimize your content via searches is through your metadata. Sprinkle in those keywords wisely and your brand’s videos will be popping up on viewers’ screens in no time.
How Much Responsibility Do YouTube Creators Have to Their Fans?
Does the phrase ‘Parasocial relationships’ mean anything to you? It’s a fancy term for the kind of one-sided connection built up between celebrities, and their fans, and it’s a condition that absolutely flourishes on the Internet. Sites like YouTube, Twitter, and Facebook have given the public more access than ever to their idols, and psychologists claim that the trend is dangerous as it promotes the type of fantasy relationship that isn’t healthy.
Online Video Ads Blur Picture for Marketers
The website USFunVideos.com is unremarkable in most respects, displaying snapshots of outdoor scenes and cooking videos. But recently the site contained something else: several tiny websites, smaller than a needlepoint. These tiny sites, each the size of a single pixel on a computer screen, carried little content. But each served up ads, videos too small to see with the naked eye.
CMO Today: Ad Fraud Accelerates in Web Video
Beware of Invisible Ads and Drone Pools: There’s that famous quote attributed to legendary crook Willie Sutton when asked why he robs banks: “Because that’s where the money is.” If you ask online fraudsters about why they are going after the Web video market in a big way, they might say the same thing. Ad prices in Web video can be 10 times better than in display ads, which is why the industry is seeing fraud in video surge. The tactics are escalating. Not only are shadowing fraudsters setting up fake sites and loading them with invisible ads, but now they’ve taken to operating “bots” — computer programs designed to mimic human behavior — from the cloud to visit these sites.
Streaming Video News
Google launches the Chromecast in Japan, on sale from tomorrow for $40
Google has launched its Chromecast media streaming dongle in Japan today. The announcement comes just two weeks after the device landed in South Korea, which was its first market in Asia. The device costs 4,200 yen (just over US$40) and will be available from the Google Play store, Amazon and selected retailers from tomorrow.
The Haps With Apps
Snapchat Updates, and How Brands Can Capitalize: ‘Magnet Minute’
Every social platform is adding features to make it even easier to connect. Case in point: Earlier this month, Snapchat introduced its biggest update yet. Now, in addition to trading disappearing photos and quick videos, you can actually “chat” with your network via text and video conversations — and you can save them, too. Straying from its model of impermanence, individual messages can be saved by tapping on the screen, giving you the newfound ability to track your interactions.
Lindsey Stirling Knows How to Take Criticism
One of the more resilient YouTubers we know, Lindsey Stirling has overcome some substantial criticism to find herself at the top of the iTunes electronic chart with over 4 million YouTube subscribers attesting to her talent. She spoke about getting past the harsh reviews on the recent “Ear Biscuits with Rhett & Link.”
YouTube is Changing: What That Means for Brands TODAY
A very wise man, William Bernard Ziff, Jr., once said, “We pay too much attention to events and not enough to trends.” I worked for him in the early 1990s as the director of corporate communications at Ziff-Davis and I’ve tried pay heed to his astute observation ever since. Perhaps, this explains why I’m always on the lookout for new trends that are flying just below the radar or are hidden in plain sight. And I think that I’ve just spotted some that are changing how to launch a video campaign.
This YouTube DJ Found An Amazing New Use For Those Boring Old Ringtones
When I hear my iPhone play “Opening,” I know it’s my alarm going off. And when it plays “Xylophone,” it means someone’s calling me. But when YouTube user itsMetroGnome hears those two iconic iPhone ringtones, he uses them to create an entire dance club remix.
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ESPN may offer Major League Soccer online, no proof-of-cable required
For the most part, large TV programmers have maintained their fierce loyalty to cable, satellite, and telco TV distribution partners. But because of the lure of lucrative online distribution, the cracks are beginning to show. The latest example is ESPN, which is considering offering a new Major League Soccer (MLS) package directly to consumers, regardless of whether they buy pay TV. The vast majority of the video offered by programmers like ESPN sits behind a page that asks viewers to log in with their pay TV account credentials.
Twitter, Facebook battle YouTube for video ad cash
Social platforms Twitter and Facebook spent Upfronts week trying to woo TV buyers with their respective ad products. But while the two platforms certainly have the reach needed to pique buyers’ interests, whether social can compete with YouTube for the projected influx of digital video spending is an open question.