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Posted on April 5, 2007
YouTube Integrates with CastLock
BY JASON CORMIER
Arguably press-release worthy, we just integrated YouTube’s API into our CastLock RSS Mediacasting platform. Why is this cool and what does it mean? For starters, our clients who choose to host video content with YouTube can now have their play-ready videos displayed within their own web pages without having to tinker with any HTML.
Possibly cooler: the video title, description, thumbnail images, comments, and number of views tracked in YouTube will automatically be pulled and displayed within a client’s domain. Always keeping an SEO focus, the client maintains the ability to add keyword tagging to each entry – and of course, all RSS feed stats are available for meaningful reporting. Fun stuff.
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Posted on September 1, 2006
MySpace, YouTube - Money Can't Buy You Love in Social Media
BY JAMES CLARK
Marshall Kirkpatrick, of TechCrunch, posted about a recent Hitwise finding showing MySpace is driving more online retail traffic than MSN search. First of all this is great news for MySpace, and all indications are that MySpace will continue to grow in presence and influence over the next two years. Where they'll be in terms of influence after that is still to be seen - come on we're talking about the Internet here. Other social media sites like YouTube are picking up tremendous speed, plus YouTube is not under the ominous ownership of Fox like MySpace is.
Personally the most interesting line in Marshall's post was the summary of The Financial Times article on the belief that the shortage of marketers skilled in negotiating sites like MySpace and YouTube is one of the biggest barriers to the growth of advertising online.
We can attest to the truth behind The Financial Time's position, as the largest and most sophisticated brand and marketing agencies are getting stumped on how to enter social media sites. We are seeing a sharp increase in curiosity and questions about how to capitalize on the growing popularity of MySpace and YouTube, and a lot of that interest comes for large established brand agencies that are use to dropping a few million on traditional main stream media campaigns.
Sure there are companies and people right now setting up clandestine marketing programs in MySpace, hoping their message will go viral. But our perspective lies in leveraging the deep niche interest areas of the site that bring people together because of shared passions. It's one thing to make a funny video and see it spread like mad through YouTube, it's another to reach out to a particularly small group of people that have chosen to communicate with each other because of like interests and provide something of value to the conversation.
Reaching out and spending time communicating with small niche groups is not a skill set most marketers are good at. In social media the idea of marketing needs to be replaced with the idea of having a conversation. Buying your way in doesn't cut it - you need to actively join and participate to gain credibility and confidence from your peers. Hmm, sounds a lot like real life doesn't it? Maybe that's why it scares people.
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Posted on August 22, 2006
Online Video Traffic Continues Tremendous Growth
BY BEN CASTELLI
Online video continues to grow at a shocking rate as illustrated in the latest comScore Media Metrix analysis of consumer activity at top online properties for July. For the first time Youtube.com was ranked in the comScore Media Metrix top 50 with 16 million visitors last month. Traffic to MySpace Videos doubled last month, and Yahoo Video was up 28% compared to June.
As the popularity of online video grows, you can expect truckloads of advertising dollars to come rolling in. Online video is arguably the most compelling medium for advertisers and as always the challenge will be targeting the right audience and alignment with appropriate content. Advertisers will also be challenged with thinking of crafty new ways incorporate product placement and promotional campaigns into user generated content.
As high speed broadband becomes more standard and the quantity/quality of content improves, the line between my TV box and computer monitor will definitely continue to blur.
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