Amazing but True: Most Online Videos Found Via Blogs, Industry Report

By on 07/09/2009 10:01 PM @

TubeMogul's David Burch says that an analysis of video discovery has found that blog are the biggest referrer of video views.

According to the  study by TubeMogul, 45% of video views come from specific searches
for a video.  Of the the 55% remaining, 81% are found through blogs.

If you didn't know you wanted to see it, you probably
found it through a blog, David tells us.

TubeMogul allows video producers to syndicate content to as many as 24
different video sharing sites with one one upload to the TubeMogul site.  The company provides various analytics.  TubeMogul recently signed the White House as a customer.  

Dailymotion is Good Outlet for Europe

Though U.S .clients usually upload to YouTube, Yahoo, MySpace, and DailyMotion. In Europe, though, the top player is Dailymotion: "It's bigger there in a lot of areas than YouTube is, so it's a great way to reach Europe."

Tube.mogul

Andy caught up with David at the Personal Technology Forum where he was a panelist.

Allison Salewski

Video Transcript

David Burch:  So our latest research, we were trying to discover how videos are found online. How do people discover videos and what we looked at was videos being embedded and videos being linked to around the web, and the single largest referrer of video views are blogs, basically. Bigger media sites anywhere from like Business Insider to Beet.TV or anybody, they are the single biggest referrer of video views. You know, which surprised a lot of people. We thought maybe it would be video search engines. Another big source is, about 46% are referred by just going to video site running a search or going to a video site and clicking around. But, in terms of discovering, blogs dominate.

Andy Plesser:  How many sites now do you guys link to through your network and why do some people use some sites versus others and tell us about the distribution network these days.

David Burch:  So yeah, we can…we syndicate to up to 24 sites now. You can just check off where you wanna go. Most people pick about six. And it just, it depends on the kind of audience they wanna reach. A lot of people like Vimeo for quality, MySpace has a cool player too. Usually people hit YouTube, Yahoo, MySpace, and DailyMotion, which reaches a lot of continental Europe. It's bigger there in a lot of areas than YouTube is, so it's a great way to reach Europe.

Andy Plesser:
  Gotcha. So tell us about, you know, your new efforts with the White House. That's very exciting. Tell us sort of, you know, what, what the plan is as far as you know at this point.

David Burch: 
Well, we're very proud to announce here at the Personal Democracy Forum, with a great view, that we signed the White House and they're gonna be using us to automatically distribute their videos to YouTube and Vimeo, and I believe one other site. And they're gonna use some of our tracking tools. We got an executive order in the fax machine the other day. It was the coolest thing to ever come through our fax machine. I'm pretty psyched.

Andy Plesser:  That's great and how is the White House using video? I mean you guys have been watching that, you be watching it a lot more closely as they're an account.

David Burch: 
Very similar to the campaign. They're using it obviously to push for health care reform and they just put out a lot of video, usually within emails, and you know there will be a call to action, like call your congressman. And they also have the White House weekly address, which was initially very huge but since has kind of tapered off, but they still get substantial viewership for that. It's also interesting watching some of the Republicans online and at this conference innovating and making their videos go viral as kind of the party of opposition. It's fun to watch it all compete.

Recent Videos
image
AOL Tops comScore Rankings of Video Advertising Properties

In comScore’s monthly ranking of video advertising properties, AOL reached the top spot for the time. It  ranked #1 in video ad reach, serving ads to 53.8 percent of the total U.S. population in October. BrightRoll Platform came in second with 52.3 percent reach, followed by LiveRail with 52.1 ...

image
Direct-To-Consumer Video Offerings Slated to Grow, thePlatform’s Roberts

Expect a rash of direct-to-consumer over-the-top offerings from networks and broadcasters in the next year or so, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. “Networks and broadcasters need to establish a direct relationship with the audience,” he says, and ...

image
Tribune Picks Taboola For TV Sites’ Content Marketing: Report

Big media companies are increasingly keen on locking in long-term native advertising commitments, if the latest of two big announcements this week is anything to go by. Tribune Media’s broadcast subsidiary Tribune Broadcasting, whose TV stations include KTLA of Los Angeles and WGN-TV of Chicago, is ...

image
Mediaocean Extends Digital Video Ads With Videology

Mediaocean, which currently helps ad buyers plan, execute and analyze advertising on TV using software, is about to get greater traction in the online video world, through a partnership with Videology. The integration will make online video ad inventory amassed by Videology buyable by Mediaocean‘s ...

image
TV Everywhere Authentication Rates Improving, Marty Roberts of thePlatform

In-home, improved authentication protocols can dramatically improve the consumer experience for TV Everywhere, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. In some cases, log-in failure rates are north of 40% and that’s too high to be sustainable. However, when multichannel ...

image
Video Ad Customization Platform Eyeview Raises $15 Million in New Venture Round

Eyeview, the New York-based company that provides marketers with the technology to personalize digital video ads to specific consumers, has raised an additional $15 million, the company announced on Monday. More on the raise and other developments reported here on Re/code by Peter Kafka. Last month, we spoke ...

image
AOL Presents iJustine In Chicago: the Beet Video Summit w/ McDonald’s,Target, Digitas, Havas and...

iJustine, a pioneering  innovator  in the Web originals space will headlining a two hour video summit on the emerging medium of digital video. Also participating will be  brand marketers  from McDonald’s and Target and media agency execs from Digitas, Havas and Starcom MediaVest Justine will speak ...

image
Digital Means ‘World Of Opportunity’: DigitasLBi’s Shlachter

NAPA, CA — As much as it poses challenges, the ongoing explosion in digital media is also opening up a wealth of new opportunities for marketers to reach consumers, says DigitasLBi North America’s chief investment officer Adam Shlachter. “The numbers are there now – if you look at ...

image
NBC Launches Programmatic Division Across Properties

NAPA , CA — NBC Universal recently launched a programmatic initiative called NBCUx as part of an effort to enable data-centric buying across its properties. As programmatic buying spreads in usage, the key is to view all inventory in this potential light, says Aaron Radin, SVP Partnerships and Portfolio ...

image
thePlatform’s mpxReplay Enters VOD Encoding Fray

Comcast-owned video management outfit thePlatform is launching a new product with aims of helping content owners encode broadcast material for VOD quicker. So-called mpxReplay can be used to help viewers watch recently-aired shows as catch-up VOD or to start over watching currently-airing shows. “We ...

image
Web Star iJustine Joins Brands and Ad Execs in Chicago for Video Summit with AOL and Beet.TV

Video star iJustine, whose series on AOL about wearable tech has gotten some 20 million views in its first season and is now in season two, will be among the speakers at a video summit in Chicago on November 19 at the Soho House.   The program will take a look at how Web creators, brands and their agencies ...

image
FreeWheel Aims To Empower And Protect Advertisers, Publishers

NAPA, CA — Comcast-owned video ad server FreeWheel cut its recent partnership with TubeMogul to protect but empower both sides of the advertising chain, says FreeWheel business solutions GM James Rooke. The partnership sees advertisers use their own audience data to buy video ads via TubeMogul, ...

loader