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
“It’s Going to Take a Village to Produce Creative”: Tribal’s Guest

CANNES — One consequence of the rise of data-driven marketing is brands creating tens of even hundreds of ads for various audience segments for a single campaign, not just two or three like in the old days. It’s “great from a sales perspective and not so great from a marketing cost perspective,” ...

image
Data is an “Enabler” of Creativity, JWT’s Jeffrey

When J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey got his start in advertising, it was normal for agencies to present a single TV spot to prospective clients in order to prove their credentials. For example, at Chiat/Day, where he worked early in his career, they showed the “1984” Apple ...

image
Addressable TV will Provide Unprecedented Granularity, SMG’s Scheppach

CANNES — So-called “addressable TV”, in which TV sets can now speak back to broadcasters, are tantalizing with the promise of household-level ad targeting. But addressable TV is not just about more refined TV targeting – the device in the living room is one platform that will feed ...

image
Careers in AdTech Will be Powered by Digital Transformation, AOL CEO Tim Armstrong

Less than 10 percent of e-commerce and advertising is powered digitally —  but that will inevitably change. And the looming transformation will provides a twenty to thirty-year “tailwind” for the entire adtech and media industry which will mean vast opportunities for young people ...

image
Big Changes in the Values of Brands Powered by Geography and Technology, Sir Martin Sorrell

In the past 10 years, since the WPP-owned global brand consultancy Millward Brown has tracked the value of brands with its BRANDZ 100 rankings, there have been many changes.  Over that period, nearly half of the companies have changed.  This upheaval  has been powered by two major factors:  geography and ...

image
Addressable TV Advertising is Changing the “Lumascape,” Banker Kawaja

CANNES – As addressable TV advertising emerges, so are a number of companies including Visible World (recently bought by Comcast), Clypd, Simulmedia and others.  For the new medium to succeed, one essential will be companies that focus on yield management around addressable TV, says investment banker ...

image
A “Whole New World” of Video Advertising Coming to Comcast/NBCU, Driven by Set-top Data

CANNES – Comcast’s data from its twenty millions set-top boxes, coupled with marketers’ first party data, will create a “whole new world” for NBC Universal, for both advertising and content creation, explains Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships ...

image
WPP’s Sorrell Wants Nikkei To Make FT More Ad-Friendly

It was a WPP agency that devised The Financial Times’ once-famous marketing slogan, “No FT, no comment.” So, what does WPP CEO Sir Martin Sorrell think of Pearson’s sale of its newspaper to Japan’s Nikkei for £844m ($1.3bn) this week? Speaking with Beet.TV in this video ...

image
Millennials Will Transform the Way Agencies Work: JWT’s Jeffrey

When considering setbacks over the course of his career, J. Walter Thompson’s Non-Executive Chairman Bob Jeffrey thinks of losing accounts, which he always took “very personally and emotionally.” In particular, he remembers when the agency lost most of its Microsoft business. “That was very painful ...

image
JWT’s Mirum Brings “Deeper Technology Expertise”

CANNES – “I think what clients are looking for from agencies now is a partner that helps them navigate,” says Lyle Tick, chief growth officer for J. Walter Thompson. “And that’s a lot of what we’ve been doing at J. Walter is restructuring ourselves in order to deliver those types of ...

image
Addressable TV Can Unleash TV Ad Creativity

CANNES — The $72 billion US TV advertising industry is premised on making 30-second spots that target consumers. Imagine what happens when TV sets give advertisers the cues they need to target customers individually. Michael Bologna, president of GroupM’s Modi Media division, which is working on ...

image
The Future Is The Vast, Unconnected World: Facebook’s Everson

These days, Pets.com is part of internet folklore – an early dot.com juggernaut that, in its mission to sell pet supplies direct to consumers, burned bright, launching in August 1998 and going from an IPO to liquidation in 268 days. Carolyn Everson remembers the site with horror, too – but, ...

loader