Over the past two weeks, Chris Atkinson and I have looked at the Olympic Partners who are spending money on video ad campaigns in “Brands Race for Olympic Gold in Social Video Buzz With Unruly's Brand Tracker Infographic” and “Social Marketing Success for Brands: Socialbakers Shares Recipe in Time for London 2012 Olympics.” This week, let’s look at who is making money on YouTube from all of the London Olympic ads.
YouTube recently made it easier than ever for more creators to earn revenue from their videos and become YouTube partners. As a result, over 1 million channels on YouTube now part of the partner program, according to Tim Shey, Director, YouTube Next Lab. And thousands of YouTube partners are making over $100,000 a year, according to Google SVP and Chief Business Officer Nikesh Arora.
Which partners are well positioned to monetize their content during the London 2012 Olympics?
Demand Media’s LiveStrong Woman & "Taking London"
One new YouTube Partner who is likely to earn more money is Demand Media’s LiveStrong Woman channel, which was launched in early 2012 as part of the YouTube original programming initiative that invested $100 million to encourage development of close to 100 YouTube Original Channels.
The LiveStrong Woman channel has created new programming for the Olympics. “Taking London” profiles four aspiring Olympians showing their current journey as they try to make the Olympic team and compete in the London games.
For example, Destiny Woodbury is a track star vying for her first Olympic appearance. She is part of Teach for America and is a 5th grade Science Teacher, Science Department Chair, and Track & Field Coach. Check out her inspirational story at “Taking London | Road to the Olympics | Destiny.”
Carol Rodriguez competed in the 2008 Olympics in both 200 and 400 meters, but did not medal. A USC track star, she was raised in Southern California but runs for Puerto Rico. Watch her story at “Meet C. Rod | 2012 Olympic Journey | Taking London Ep. 2.”
Arielle Martin was slated to be on the first Olympic BMX team in '08, but a crash at the final qualifier cost her position. She bounced back claiming the World Cup Series Champion title two months later in France. See how she overcame obstacles few of us have ever experienced at “Meet Arielle | 2012 Olympic Journey | Taking London Ep.3,”
Finally, Seimone Augustus is a WNBA all-star player and MVP on the Minnesota Lynx. In 2008 she played on the Olympic women's basketball team, which took home the gold medal. This episode hasn’t been uploaded yet.
The LiveStrong Woman channel will publish two main episodes per week through the games and until the athletes return home. It will also publish extended interviews and outtakes.
Together, the “Taking London” programming shows how quality video content can be quickly created, produced and launched on YouTube in a way that isn’t possible with regular TV production. It’s also a great complement to the Olympics’ TV broadcast, since many people watching it are sitting on the couch with an iPad on their lap.
As you watch LiveStrong Woman’s new programming for the Olympics, you’re also likely to see that Procter & Gamble (P&G) is one of the channel’s first sponsors. P&G, a Worldwide Partner of the International Olympic Committee (IOC), has launched its “Thank You Mom” campaign with the “Best Job” video, “Kids 2012” video, and “Raising an Olympian” video series. And “Taking London” series helps P&G’s message reach the right audience, efficiently and effectively.
Who else is making money on YouTube from all of the London Olympic ads?
Auto-Generated YouTube Channels?
Umm, would you believe the partners whose videos and channels show up in the 2012 Summer Olympics channel auto generated by YouTube?
Now, YouTube creates auto generated channels when its algorithms identify a popular topic. And the 2012 Summer Olympics channel auto generated by YouTube has collected 28,226 videos and 18 related channels about this subject. But, 15 of these related channels are also auto generated by YouTube.
So, how does this help partners earn more money?
I believe the best answer was provided back on Feb. 27, 2012, by Salar Kamangar, CEO of YouTube and Senior Vice President of Video at Google, in an interview with Peter Kafka of AllThingsD. Kamangar said,
“If you see a dog on a skateboard video, the CPMs, the cost per thousand impressions, are about $2. Now, if you package that as part of a dog lover’s channel or a skateboarding interest channel, that same video can command a $20 CPM.”
So, by packaging 28,226 videos and 18 related channels about the 2012 Summer Olympics, YouTube is able to share 10 times more ad revenue with those partners whose videos or channels show up in the auto generated channel.
How do you get your channels or videos to show up in an auto generated channel? You don’t need to do anything, just follow the normal best practices for discovery of a video – select a really good title and description. And remember to focus on the quality of your tags rather than the quantity.
And who knows, maybe you’ll get lucky and skateboarding will become an Olympic sport by the 2016 Summer Games in Rio de Janeiro.