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
Branded Content Needs Measurement Strategy from Start

CHICAGO — Brands should development a measurement plan when embarking on branded content, says  Tom Weeks, SVP and Group Brand Director at SMG’s LiquidThread  in an interview with Beet.TV. Knowing what to count from the start can set expectations for branded content campaigns, especially when ...

image
Weather Company Pairs Marketers With Moods

CHICAGO — Weather often affects consumers’ moods, and that means it can impact purchase behavior, says DJ Reali, SVP MultiPlatform Sales at the Weather Company, in an interview with Beet.TV. As such, the Weather Company often looks to pair consumer data with weather conditions to deliver ...

image
Enhance the Experience, SMG’s Hoffman Advises for Branded Content

CHICAGO —  Placement on a site and or media channel is vital to ensuring branded content actually reaches consumers and can be viewed, says Jonathan Hoffman, President at ZeroDot/President Experience Design at Starcom MediaVest Group, in an interview with Beet.TV. In addition, brands should think ...

image
No More Ratecards? Sky’s West On Addressable Ad Pricing

LONDON — If every TV ad campaign can be individually targeted, what good is fixed ad pricing anymore? UK satellite and telco provider BSkyB, which this year launched its AdSmart addressable ad initiative, envisages a spectrum of prices for different advertisers. “The conversation has moved on ...

image
For News Video, Go Long: HuffPost Live’s Sekoff

For serious news video, forget Vine’s microscopic content, says the co-creator of Huffington Post’s live streaming video network, HuffPost Live. “The average video being watched on mobile devices is getting longer,”HuffPost live president and co-creator Roy Sekoff tells Beet.TV in ...

image
Branded Content Works Best for Awareness, Agency Execs Concur

CHICAGO — Branded content still plays best as a brand awareness tool, rather than as a direct sales driver, says Vincent Geraghty, EVP and Executive Director of Production at Leo Burnett, in a panel discussion for Beet.TV. “Purchase and sales is a tough thing. When you’re talking about ...

image
Video Not Ready For Programmatic Primetime: GroupM’s Wanck

Digital video won’t follow display down the “programmatic” ad-trading route until publishers are ready and willing, says one of GroupM’s digital division chiefs. “For video to truly become programmatic, the reach will have to increase, there needs to be more ...

image
Facebook Targeting A Boon for Marketers, Havas’ Social Lead

CHICAGO — Facebook is a marketer’s dream for video, but brands need to be smart about how to use the targeting, fan base, and types of video on the social network, says Len Kendall, Director of Social Marketing at Havas Worldwide, in an interview with Beet.TV. “Because of segmentation and ...

image
TouchCast Useful To More Than Just Publishers: Schonfeld

TouchCast, the interactive video platform co-founded by former TechCrunch editor Erick Schonfeld, wants advertisers to start using its new video format as an engaging new ad format. The startup counts broadcasters and newspapers amongst early adopters on the editorial side. “Their people on the ...

image
Brands and Distributors Should Look for Shared Goals in Branded Content

CHICAGO — When embarking on branded content, a marketer should consider what part of its story fits best in that format, Cristel Turner, Director of Brand Advertising, Strategy and Business Marketing at U.S. Cellular, in an interview with Beet.TV. “What doesn’t lend itself as easily to a ...

image
Ziff Davis Enjoying ‘Renaissance’: CEO Shah

When Vivek Shah took over at the helm of PCMag.com publisher Ziff Davis, the company was still recovering after emerging from Chapter 11 bankruptcy protection, continuing to sell off properties. If he says so himself, Ziff Davis under Shah may has turned a corner. “Ziff is probably one of the more ...

image
Comcast Sees Big Growth in C3 VOD Viewing

While TV Everywhere tends to dominates the chatter about non-linear viewing, many cablers are actively marketing and delivering viewers for their existing VOD services. Comcast, for instance, logged its 30 billionth program viewed on demand in the last year and has seen 100% growth in time spent viewing in ...

loader