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Archive for the ‘UGC’ Category

Revenue at Craigslist Is Said to Top $100 Million

Posted by Andrew Daniels on June 10, 2009

Article Link: Nytimes

Article Author: Brad Stone

Article Date: 09-June-09

From the Article:

As the newspaper industry and its classified advertising business wither, one company appears to be doing extraordinarily well: Craigslist The Internet classified ads company, which promotes its “relatively noncommercial nature” and “service mission” on its site, is projected to bring in more than $100 million in revenue this year, according to a new study from Classified Intelligence Report, a publication of AIM Group, a media and Web consultant firm in Orlando, Fla.


Posted in Ad Spending, Consumer Behavior, UGC | Leave a Comment »

Move Over, Q Scores

Posted by Andrew Daniels on June 2, 2009

Article Link: Adage

Article Author: Wayne Arnold

Article Date: 01 -June-09

From the Article:

As Simon Clift of Unilever made clear at the Ad Age Digital Conference recently, brands no longer have total control of the communications surrounding their products or even the positioning of them. That power is now in the hands of the digital consumer. Ford agrees. It’s just asked 100 bloggers to launch the Fiesta in the U.S.

Every week I read about a campaign headed in that direction. Skittles and Land Rover had their respective Twitter experiments, and while we are yet to find out if candy flew off the shelves and more 4x4s hit the road, I applaud their willingness and bravery in stress testing what I, too, think are the new rules.

Posted in Ad Agencies, Ad Creative, Ad Networks, Ad Products, Ad Spending, Ad/Behaviroral Targeting, Brand Advertising, Consumer Behavior, Social Media, UGC | Leave a Comment »

Web video advertising: awaiting the boom

Posted by Mort Greenberg on May 31, 2008

Article Source:

Article Author: By Kenneth Li and Paul Thomasch, (Additional reporting by Kate Holton in London and Nicola Leske in Paris; Editing by Braden Reddall)

Article Link:

Thu May 22, 2008 7:44pm EDT

NEW YORK (Reuters) – Any conversation about hot spots in advertising inevitably swings toward online video, with marketers anxious to reach a huge audience watching their favorite TV show or homemade videos on the Web.

Why, then, did U.S. marketers spend just $471 million on online video advertising last year, according to Forrester, representing only 2.6 percent of all interactive marketing?

Executives attending the Reuters Global Technology, Media and Telecoms Summit this week cite inexperienced creative and sales staff and fear of the unknown among the roadblocks for online video advertising.

They widely agreed, however, that it was only a matter of time before it takes off.

“You have some terrible ads which we could be ashamed of and you have some great ads,” Publicis (PUBP.PA: Quote, Profile, Research) Chairman and Chief Executive Maurice Levy said.


Posted in Ad Spending, Brand Advertising, Branded Entertainment, Marketplace Trends, Multi-Channel, Online Video News, Television & Video, Traditional to Online, UGC | Leave a Comment »

YouTube Adds Demographics Tab to Analytics Tools

Posted by Mort Greenberg on May 18, 2008

Article Source:

Article Link:

May 15, 2008

YouTube has added a demographics tab to its Insight analytics platform for video uploaders. The feature makes it easy for creators to break down viewer patterns by age, gender or a combination of the two. The data come from birthday and gender data people are asked to share when they set up YouTube accounts.

The feature addition was announced in a blog post today from product manager Nick Jakobi. That post also notes many creators are altering their upload schedules based on learnings from the analytics tools, including insights about exactly when users are tuning in. In previous conversations with marketers, ClickZ learned that many agencies have used the platform to glean some new insights from old videos.

Posted by Zachary Rodgers at May 15, 2008 2:14 PM

Posted in Ad/Behaviroral Targeting, Consumer Behavior, Demos & Audiences, Marketplace Trends, Online Video News, Social Media, Television & Video, UGC | Leave a Comment »

EconSM Video: Getting Real: Grown-Up Start Ups

Posted by Mort Greenberg on May 11, 2008

Article Source:

By Amanda Natividad – Sat 10 May 2008 05:05 PM PST

In our second video from EconSM 2008, Social Approach’s CEO Shawn Gold moderated Getting Real: Grown-Up Start Ups with Dalton Caldwell, imeem’s founder and CEO, Seth Goldstein, SocialMedia Networks’ co-founder and CEO, Keith Richman’s co-founder and CEO, and Toni Schneider, Automattic’s CEO. In this panel covering the topic of moving start ups past the early adopters phase and finding a lucrative exit, Caldwell pointed out the importance of taking time to “suck” in order to learn from mistakes. Meanwhile, Goldstein revealed his own motto to be to “hire slow and fire fast,” getting out the employees who just don’t work out, and not being afraid to hire under-experienced people with “a lot of hustle.” Check out our coverage of this panel and watch the video (RSS readers will have to click through). All of our EconSM 2008 videos will be posted here.


Posted in Marketplace Trends, Multi-Channel, News Highlights, Online Video News, Research, Resources, Site Development, Social Media, Start-Ups & Venture Capital, Television & Video, Traditional to Online, UGC, Uncategorized, Widgets/Distributed Content | Leave a Comment »

Why Marketers Love Small Social Networks

Posted by Mort Greenberg on April 28, 2008

Article Source:


April 27, 2008

By Betsy Cummings

Marketers who think bigger is better may want to reconsider, at least when it comes to social media. Ad spending on those sites is predicted to top $1.6 billion this year, according to eMarketer. However, much of it will be plunked into smaller, emerging social networks.

While My Space and Facebook get all the attention, social media focused on topics as remote as knitting or bird watching can be a strong branding target these days, said Anthony Acquisti, strategy supervisor with emerging media at OMD, New York. His running tally of emerging social networks, now up-wards of 7,000, is evidence of an explosive market.

These more focused audiences should be popular with brands because “relevance,” he said, “trumps size.”

By 2011, eMarketer estimates, half of all adults in the U.S., and 84% of online teens will use social networks. That’s both a golden opportunity and a colossal headache for brands trying to nail down the best new network for their campaigns.

Sites like imeem, an emerging market leader, are carving out their niche now, making their case for advertising dollars. The site, dedicated to music, videos and photos, works with Burger King, Scion, Nokia and T-Mobile, which sponsored a “content capture” in the fourth quarter of 2007. This involved artist Jay Holiday texting his thoughts on tour to imeem members through his T-Mobile sidekick. “We tend to skew younger and edgier,” with a demographic of 13-24, said Steve Jang, imeem CMO.

That these sites are so segmented means they can offer unique campaign opportunities to brands. But how brands execute social media campaigns is as important as where they do it. And keeping new sites hip and unencumbered by advertising is a balancing act for both the brands and the networks.

At Twitter, a site that integrates text messages with social networking, companies like shoeseller are jumping on board. The footwear e-tailer is sending its own text messages to the site about products and “tweepstakes,” giveaways the company offers to Twitter members.

“The real way of getting into social media is you don’t advertise, you participate in the community,” said Pawel Szymczykowsky, Zappos’ software engineer.

Up and coming networking sites are also forming alliances through programs like OpenSocial, Google’s common API program that allows brands to build applications, like games, to engage users. Currently more than a dozen emerging sites belong.

Hi5, an OpenSocial affiliate with 25 million unique users a month, is heavy on international members, particularly the Hispanic market, which is 40% of its demographic, said Ramu Yalamanchi, Hi5’s CEO. “The benefit of OpenSocial is to get your application on other networks as well,” he said. “If you want to repurpose it for MySpace, you can do that easily.”

New sites also tout the viral spread of information from one site to the next. But skeptics say users on niche networks keen on that site’s focus aren’t likely to jump around. “I think ‘viralability’ gets spun a bit,” Acquisti said. In fact, a 2007 InVision study of emerging media by Initiative found that 47% of those who visit social networks visit only one site actively.

Plus, going viral isn’t always of value. “Social networks offer consumers the unfettered ability to write what they want,” said Debra Aho Williamson, senior analyst at eMarketer. “Sometimes [they write] about the brand, and sometimes it’s not very good.”

Instead, “a lot of social networks have been embracing letting companies and brands become users of the site where users can choose to be friends with them,” said Leah Culver, founder of Pownce, a social network created in June 2007.

That’s true at Last quarter, the Renton, Wash.-based company worked with Applebee’s to create a profile for the “talking apple” seen in TV spots. Through the profile, users could engage with videos, photos and a link to Applebee’s site, said Jeremy Helfand, executive vice president and chief sales officer for

With creative messaging on “profile pages, we see significant increases in response rates.” Helfand said in certain cases the response was ten-fold.

Subtle branding messages are key and a big part of what emerging sites are offering to brands, said Kelly Twohig, senior vice president and digital activation director at StarCom USA.

“Especially in a community environment where the bulk [of content] is provided by users,” Twohig said, “people want it to remain pure.”

Posted in Ad Products, Ad Spending, Social Media, UGC, Widgets/Distributed Content | Tagged: , , , | Leave a Comment »

News Highlights: Online Video Advertising

Posted by Mort Greenberg on April 11, 2008



Broadcasting & Cable
Web Portal Assumes Sales Responsibility for MLB.TV Video Ad Inventory
Multichannel News, NY – 6 hours ago
By Todd Spangler — Multichannel News, 4/10/2008 8:53:00 AM Yahoo and Major League Baseball have reached a three-year video and advertising partnership,
Yahoo, Major League Baseball Ink Video, Advertising Partnership Broadcasting & Cable
Yahoo!, Enter Into Three-year Video Distribution And RTT News
Yahoo Signs Ad, Video Deal With Major League Baseball InformationWeek – Business Wire (press release)
all 157 news articles »  YHOO – MSFT
Mobile video: still hype, says report
IntoMobile, CA – 4 hours ago
Amobee and QuickPlay offer a full-service mobile video advertising solution that attracts new users to mobile video and unleashes new advertising revenue
QuickPlay partners Amobee for ads Mobile Entertainment
Mobile Content Bits: Sega Mobile Game Line-Up; NewBay and O2; Cars Washington Post
New Sega Ads Let Mobile Users Interact With Brand
all 24 news articles »
InGame Video Ad Network Reaches a Captive Audience
PR Newswire (press release), NY – 12 hours ago
WESTMINSTER, Colo., April 10 /PRNewswire/ — Leading online video advertising network SpotXchange announced a list of top casual gaming sites who are making
Online Video Ads: Ready to Roll!
eMarketer, NY – 22 hours ago
There is no question that online video advertising is generating plenty of excitement, and also a great deal of confusion. In-stream, in-banner, in-text,
Will UGC and Marketing Mix? eMarketer
all 3 news articles »

Businesses advised to focus on online video advertising
BCS, UK – Apr 9, 2008
Advertising on video websites is a ‘powerful branding and messaging tool’, a trade association for the internet marketing industry has advised UK businesses
Online ad revenues reach £2.8bn Guardian
Customers More Engaged in Online Advertising Customer Strategy
UK Internet advertising expenditure grows 38% year on year to IAB UK
Digital-Lifestyles.Info – Utalkmarketing
all 25 news articles »

San Francisco Chronicle
Panache Supports Interactive Advertising Delivery on the New Adobe
Business Wire (press release), CA – Apr 9, 2008
LOS ANGELES–(BUSINESS WIRE)–Panache, the video advertising delivery-platform pioneer, today announced its support for Adobe® Media Player, the innovative
Panache Adds Adobe Media Player Support
Adobe Media Player Online Debut NewsOXY
Adobe TV To Feature Products in New Media Player NewsFactor Network
Market Wire (press release) – San Francisco Chronicle
all 195 news articles »  ADBE

ADNET Launches First Online Video Advertising Platform for Small
Market Wire (press release) – Apr 9, 2008
ADNET is the only video advertising network that lets small businesses take advantage of the power of online advertising. Local businesses can use ADNET to
eMarketer Revises Online Ad Spend Numbers Earthtimes
all 13 news articles »
News Corp. Buys Big Stake in UK-based Online Ad Specialist
ClickZ News, NY – Apr 8, 2008
Fox Networks — a unit of Fox International Channels — said the purchase will give extra opportunity for video advertising to News Corp.
Fox buys majority stake in online ad firm Utarget Brand Republic (subscription)
News Corp.’s Fox takes majority stake in online video network utarget
News Corp. Acquires UK’s Utarget International Business Times
ADOTAS – C21Media
all 28 news articles »  ASX:NWS – S
How to Advertise Online Video Ad Services
ClickZ News, NY – Apr 7, 2008
So to help answer Thomas’s question, I’ll first give an overview of some online video advertising tools that cater to small companies and individuals.

TV Technology
Video Anywhere, Anytime
TV Technology, VA – 10 hours ago
KILAR: Online TV show consumption, online video advertising, and overall video consumption have each tripled in the

Posted in News Highlights, Online Video News, Social Media, Television & Video, UGC | Leave a Comment »

Video Ads as Effective as TV Ads, Study Says

Posted by Mort Greenberg on April 6, 2008


Ads embedded in YouTube videos perform just as well as ads on television, Google said.

Those are the findings from a study commissioned by Google to measure the effectiveness of 30-second ads on YouTube, on TV and embedded into content online. Harris Interactive conducted the study.

Google said 30-second commercials fared the same on YouTube and embedded into video content as they did on TV, generating the same level of intent to purchase, engagement and interest in the brand.

The study also reported that online ads are better at “communicating the brand” because of the slightly higher accuracy in correct brand recall.

That means ads shown on YouTube or embedded into online video content are at least as effective as TV ads, Google said in the study.

Posted in Ad/Behaviroral Targeting, Brand Advertising, Consumer Behavior, Content, Demos & Audiences, Marketplace Trends, Multi-Channel, Online Video News, Television & Video, UGC | Leave a Comment »

YouTube Insights Gives Users Metrics for Their Videos

Posted by Mort Greenberg on March 27, 2008


March 27, 2008 · Print This Article

YouTube stats for users. That should be interesting. A new feature from YouTube, called YouTube Insights, is giving you the scoop on the metrics behind your uploaded clips, as promised. Now you can see who uploaded any given video, as well as how often the videos are viewed across various geographic regions, and how popular that video is in relation to that particular region, over time.

Want some info on the lifecycle of your clips? YouTube Insights lets you see how long it takes for your video to become popular, and how that video performs once it reaches a certain popularity status. The new metrics are available under the About This Video, which can be accessed in your account details for managing your videos.


What’s more, is the new metrics are available to all YouTube users, meaning such video details aren’t restricted to partners and advertisers. Users get in on the fun as well. So if you’ve got a YouTube method to your online presence madness, YouTube is looking to provide you with the numbers that will help you determine your next steps, and overall improve your online video distribution strategy.

While the current Insight offerings seem a bit more on the basic side, and are generally confined to an individual video basis, the introduction of such metrics tools seems aptly aligned with Google, and the recently updated advertising options for YouTube clips. I’m hoping this means that even more autonomy will be granted to end users on YouTube, as the king of online videos still faces the obstacle of providing effective monetization options for YouTube users.

This new Insights feature also looks to potentially take on any competition seen from third-party metrics services like TubeMogul, though most of these third-party services already offer a remote statistical look at video distribution across multiple video networks, as the cross-network platform is key to many serious online video distributors.

Posted in Online Video News, UGC | Leave a Comment »

IAB Makes Headway In Online Video Industry Standards

Posted by Mort Greenberg on March 15, 2008


 Posted March 11th, 2008 by Paul Bowlin

For those of us selling in-stream video advertising to advertisers and agencies the good news about budgets moving into our space keeps coming. According to an Accustream iMedia Research report $420 million was spent in pre-roll ads in 2007. Based on conversations that I have had with both advertisers and agencies, in-stream will see a substantial increase in budgets in 2008 as well.

Compared to the $65.3 billion spent in 2006 on television advertising, pre-roll is still a blip on the screen. Over the years numerous companies have discussed the need for establishing standards that will make planning and buying online video advertising easier for everyone. In late 2007 the Interactive Advertising Bureau (IAB) did just that. Led by Jeremy Fain, Senior Director of Industry Services, 120 companies have come together to form the IAB’s Digital Video (DV) Committee.

Participating companies represent the entire online video advertising ecosystem, including publishers, networks, research firms, technology providers, and agencies. The DV Committee’s goal is to identify essential standardization initiatives for online video advertising and then educate stakeholders on the steps being taken to ensure accountability within the medium.

The DV Committee’s first white paper, “A Digital Video Advertising Overview”, was released on Jan. 24. DV Committee representatives presented findings at an IAB seminar on Feb. 13 in New York City. Mike Hurt from Microsoft and co-chair of The DV Committee summed up the collective feeling when he said, “I am amazed to be on a committee that has me actively engaged with Google, Yahoo and a number of competitors to establish best practices for our industry.” 

The DV Committee’s work mirrors what the cable industry did back in the early ’80s to establish industry standards so agencies could compare apples to apples on a network by network basis. Since the Internet has thousands of video sites compared to the less than one hundred cable networks in the ’80s, the task of the DV Committee is much more complex. One of the goals of the initial white paper was to eliminate industry confusion pertaining to online video. Key items were defined as follows,

Video advertising units:

  • In-stream ad units (pre/mid/post roll, takeovers, overlays, bugs) — generally played or viewed from a video player like a client browser.
  • In-banner — generally displayed in IAB Interactive Marketing Unit (IMU) standard sizes.
  • In-text — generally user-initiated and triggered by relevant highlighted words within content.

Online video content (three primary types):

  • Premier Programming — gives users professionally produced content, generally re-purposed from broadcast video and cable networks. There is a large amount of professionally produced video that has not been digitized but is quickly working its way online.
  • Professionally-Generated Specialty Programming — video content professionally produced but generally created for a specific subset of online video consumers. Consumers are searching for and consuming video content relevant to their micro interests — whether it is original content for the Web or content from traditional media like local news or community events,
  • User-Generated Video — consists of clips created and uploaded by everyday people and make up the largest volume of videos available online. Generally, the majority of these clips are watched by a small group of users but due to viral word-of-mouth messaging some become extremely popular and are viewed by millions.

The Feb. 13 seminar centered on key industry challenges:

  • ad format standards
  • creative assets availability
  • lack of standard data being reported to buyers
  • audience scale needed to bring budgets of billions versus hundreds of millions into our space
  • the need to make the medium’s planning and buying process more efficient

In regards to establishing standards and best practices, which will give media buyers a solid footing when evaluating video advertising in the cross media landscape, the IAB has formed two working groups within the DV Committee: the Ad Format Standards Working Group and the Core Metrics Working Group. Specifically, the working groups aim to:

  • define standards around video ad formats and best practices,
  • create a public document defining all the metrics beyond impressions for online video advertising (e.g. midpoints, completes, etc),
  • create a public document describing methods for third party ad serving into video players using lowest-common denominator XML.

The DV Committee, along with its working groups, will release their thoughts for industry adoption upon completion.

On the creative front, more 15-second and shorter ads are becoming available. The data on reporting click-through rates, ad playrates and interaction with the ads is already in place but needs to be standardized.

The various IAB committees will be reviewing findings with industry-wide stakeholders in one-to-one meetings and will be releasing a series of white papers on the standards that are being approved along with numerous case studies. The recent white paper and IAB workshop are just starting points for the powerful work that is making online video advertising a major marketing channel.

Posted in Marketplace Trends, Online Video News, UGC | Leave a Comment »