Chris Atkinson, Tim Schmoyer, and Ronnie Bincer shared their YouTube wish lists a couple of days ago. As Chris said in Part 1, “Whether you are a viewer and/or uploader, there are many things you probably have fantasized about YouTube making better and giving everyone choices that tailor their experience for maximum enjoyment.” As he added in Part 2, “All of these would make running a YouTube channel better.”
Today, I’d like to share my wish list, which addresses the fantasies of advertisers, especially the agencies that specialize in helping small and medium-sized businesses advertise online. This includes search engine marketing agencies, web development firms, and online marketing companies. The important thing is that these businesses help SMBs with their online marketing.
These Are the Things We Want, YouTube (Part 3)
Even if you’re a YouTube Partner, you’ll also want YouTube to address the wish list for advertisers. Created in 2007, the YouTube Partner Program now has one of more than a million creators from over 30 countries around the world earning money from their YouTube videos. That’s a lot of mouths to feed.
Fortunately, more than a million advertisers are now using Google ad platforms, the majority of which are small businesses. Unfortunately, many of these advertisers still haven’t started using Google AdWords for video ads, which all belong to the YouTube TrueView family. So, Google and YouTube need to help a whole lot more advertisers to make their first video and promote it on YouTube before a whole lot more partners can start making six-figure incomes.
Get it? Got it? Good.
Roll Out the Data
On Wednesday, March 20, 2013, the YouTube team announced that YouTube now has more than a billion unique users every single month. As my mother use to say, “That’s bigger than a breadbox.”
Dawn C. Chmielewski of LATimes.com said, “YouTube announced it had reached the milestone in a preview of the presentation it plans to make to advertisers May 1 in New York City, during the digital upfront. It hit 800 million monthly viewers in October 2011.”
Now, Carla Marshall has already reported on YouTube’s new milestone of a billion monthly users. The only thing I can add is the observation that when I looked yesterday, YouTube was still featuring the previous milestone, 800 million unique users, on its Statistics and Who’s Watching pages, as well as on Google’s Video Ads page.
But, the YouTube team will definitely want to replace “800 million” with “1 billion” unique visitors well before the second annual Digital Content NewFronts is held April 29 through May 3 in New York City.
Well, the NewFronts will attract hundreds of marketing and ad agency executives to the publishers’ presentations. But, there are over a million advertisers who won’t be attending the NewsFronts and you don’t want them to stumble over outdated data.
So, at the top of the wish list for advertisers and/or partners is: Roll out the data.
Oh, and while they are at it, the YouTube team will probably want to update some of the other viewership data. For example, the Statistics page currently says, “In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth.” I presume that the data for 2012 is already available.
On Wednesday, March 20, 2013, Gunnard Johnson, Google’s Advertising Research Director, took a look on the Agency Blog at how Generation C watches YouTube on all screens, all the time. If you aren’t familiar with Gen C, it’s a neologism.
According to Wikipedia, a neologism is “a newly coined term, word, or phrase that may be in the process of entering common use, but has not yet been accepted into mainstream language.” Apparently, Nielsen coined Gen C to define a group that is “not just defined by their age group, but by their connected behavior.”
Get it? Got it? Good.
At one point, Johnson uses research on the Millennial generation conducted by the U.S. Chamber of Commerce to support the influence of Gen C on “$500B of spending a year in the U.S.” At another point, he refers to research that says, “80% of Gen C is made up of millennials, YouTube’s core (though by no means only) audience.”
And back on May 1, 2012, Google and YouTube rolled out some research conducted by Nielsen that looked at Generation V, a psychographic profile of the on-demand video consumer that cuts across demographic groups. (Men 18-34 have strong Gen V tendencies and so do Women 24-49.)
So, is Gen C just a new name for Gen V or is it a different demographic or psychographic profile?
Hey, I pay close attention to this stuff and even I’m confused. How do you think over a million advertisers who want to know why YouTube ads are a better way to advertise feel?
So, the next item on the wish list for advertisers and/or partners is: Avoid neologisms.
Nifty infographics about Gen C like the one below are fun to embed. But they may not persuade a whole lot more advertisers to make their first video and promote it on YouTube.
Give Us the Tools, and We Will Finish the Job
On Wednesday, March 20, 2013, Kevin Allocca announced on YouTube Trends that YouTube search data has been added to Google Trends.
Google Trends enables you to take popular search queries and explore traffic patterns over time and geography. Now YouTube search data going back to 2008 has been added, making it a great tool to look at video trends. Just visit Google Trends and enter any search you'd like and then, on the left, choose “limit to” for YouTube. You can slice by region or category as well.
For example, if you want to know whether YouTube search interest in the Harlem Shake has peaked over the last 90 days...it has.
And, if you’re wondering whether PSY, Justin Bieber, Jennifer Lopez, Eminem, or LFMAO is the current leader in YouTube search interest worldwide, you’ll be surprised to discover that it’s Justin Bieber.
Finally, if Equals Three needed to know if it’s better to use the term RayWilliamJohnson, Ray William Johnson, or RayWJ, it could find out that YouTube search interest in Ray William Johnson is almost 4 times more popular than RayWilliamJohnson and RayWJ doesn’t fog a mirror.
So, the next item on the wish list for advertisers and/or partners is: Give us the tools, and we will finish the job.
Hey, some advertisers want to hire an expert video producer who fits their style and budget. You got a problem with that?
Mention YouTube, for Pete’s Sake
On Wednesday, March 20, 2013, Derrick Djang, the Product Marketing Manager for AdWords, invited readers of the Inside AdWords Blog to visit the custom-built Google classroom on the expo hall floor at SES New York.
Djang said, “Join us for a full day of learning about the latest solutions from AdWords, Mobile, Google Display Network, and DoubleClick Search to help you win in a constantly connected world.”
On Tuesday, March 26, there’s a “Learn with Google Track” that includes sessions on:
- Reaching customers whenever, wherever, across any device.
- Understanding the Full Value of Mobile.
- Engaging with your audience in a multi-screen world.
- Using DoubleClick Search to manage campaigns across channels and devices.
Would it have killed him to have mentioned the session on Harnessing the Power of B2B Video Marketing, which will be held on Thursday, March 28? Heck, Judith David, Account Executive for Business & Industrial Markets at Google, is one of the speakers. And the other is Austin Craig, the Spokesman for Orabrush, one of the success stories on Google Ads.
So, the next item on the wish list for advertisers and/or partners is: Mention YouTube, for Pete’s sake.
Google AdWords for video isn’t the company’s red-headed stepchild. All of the Ad Age Top 100 brands are now running campaigns on YouTube and thousands of advertisers are using TrueView in-stream ads.
According to comScore Video Metrix, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in February 2013 with 150.7 million unique viewers. Google Sites also ranked as the top online video ad property that month with a record-breaking 2.2 billion ads.
Who at Google wouldn’t want to mention these stats at SES New York?
Four Announcements on the Same Day
Now, you may have noticed that all four announcements mentioned above were made on Wednesday, March 20, 2013. So, it would be awesome if even one of these things were to become a reality soon.
And nagging the Google and YouTube guys and gals about tackling the wish list for advertisers reminds me of the scene in the 1987 movie, The Princess Bride, where Fezzik says, “Don't pester him. He’s had a hard day."