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