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
IAB’s Shah: Too Many Viewability Platforms Will Hurt Industry

Viewability, the recently-defined metric that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah. ...

image
Marketers Can Reach ‘Meerkats’ With Mobile: Weather Channel’s Dan Young

LONDON — Mobile video heralds a chance for advertisers to reach consumers who may appear to be distracted or in the outdoors – but who are actually highly engaged and watching TV, according to Weather Channel international yield and programmatic Daniel Young. “It’s personal,” Young ...

image
Ooyala Buying Videoplaza To Enhance Video Advertising Breadth

They are two of the best-known names in online video service provision – and now they are coming together as one. Video streaming service Ooyala, itself now owned by Australian telco Telstra, is acquiring its video advertising peer Videoplaza. The buying company says the deal “allows Ooyala to ...

image
Videology Opens TV Practice To Make Buying Smarter

Videology has established a strong profile for itself by helping TV ad buyers make intelligent decisions to buy online video ads. Now it wants to help them buy good old fashioned TV ads in the same way. The New York-based company is opening a dedicated TV practice. As CEO Scott Ferber tells The Wall Street ...

image
Interstitial Better Than Auto-Play: Jun CEO Mulls New Mobile Ads

CHICAGO – Ad network Jun Group’s CEO Mitchell Reichgut “recoils” when he hears about auto-playing ads, the new format being picked by Facebook and others to deliver video messages. But that doesn’t mean he won’t try introducing interruptive ads of his own. ...

image
Facebook is Redefining the Value of of Video Autoplay, Vivek Shah

Historically, videos which start automatically on Web pages and in mobile apps can be offensive to users, but the approach taken by Facebook by setting videos to autoplay without sound, is an important step forward for publishers and marketers, says Vivek Shah, chairman of the IAB and CEO of Ziff Davis, in ...

image
Mindshare’s Cridlin to Brands: Stop Seeking Fans on Facebook — “Organic Reach Is Non-Existent”

CHICAGO – Put your money where your mouth is. That’s the new mantra of digital ad execs who believe gaining free audiences by building viral social audiences is over. “There is an urban myth of organic reach, of something going viral,” Mindshare digital innovation and strategy MD Jim ...

image
AETNA Allocates Most Ad Spend to Digital; Big Piece is Programmatic Video

For the giant insurer AETNA, a majority of its advertising budget is spent on digital media and at least 10 percent of the total spend going to programmatic video, says Gary Templeton, head of media,  in this interview with Beet.TV With advent of the Affordable Health Care Act, AETNA has been focused  on ...

image
Brand Pair-Ups with Publishers Can Drive Key Metrics, Maxus’ Bahler

CHICAGO — Working with a publisher partner can be a smart strategy for branded content, especially to drive awareness and visibility, says Spencer Bahler, Managing Director-Chicago at Maxus in an interview with Beet.TV. “We have some challenger brands we represent and we look to partnerships to ...

image
Leo Burnett’s Geraghty on Branded Content Breakthroughs for Coke, P&G

CHICAGO — Coca-Cola’s groundbreaking small world machines campaign has won awards and reached around the world, but it wasn’t easy to pull off. The goal of the branded content effort was to showcase corporate responsibility but also bridge borders, says Vincent Geraghty, EVP and Executive ...

image
Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result. AOL recently acquired two companies in the “attribution” space which will enable this ...

image
Mobiles Are Now Subscribers’ TVs & DVRs: Comcast’s Strauss

In the age of smart glass everywhere, what’s the difference between a TV and a phone anymore? Comcast Cable wants to give its subscribers value by offering them content from their home TV on devices out of home. In this video interview, the company’s video services SVP and GM Matt Strauss tells ...

loader