As a part of the launch campaign for the new Xperia™ X10, Sony Ericsson have created a sequence of videos all entitled “Product Testing Institute.” The videos comically film models, seniors, glam rockers, toddlers, surfers and guidos comparing various SMART phones to see which one they think is the “Smartest”.
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Last week one of the Dutch commercial cable channels happily reported it’s new studio show “Beat De Mol” opened with an average of 550,000 viewers. The dirty secret however of cable TV is audience numbers are often pitifully small, with many programs drawing under a few 100,000 viewers. Even though a Belgian newspaper reported in the same week that YouTube with it’s 500,000,000 users generates a staggering 35 hours of video footage every single minute (!) drawing only a few 100,000 viewers weekly is not a challenge for a select group of YouTube creators.
This cadre of stars is no longer toiling away in Internet obscurity in the hopes of breaking into TV. Instead, they are raking in six-figure ad revenue deals from Google, commanding up to 15,000 Euro a pop for branded videos and even dabbling in merchandising.
First and foremost, the top YouTubers have honed their craft over the past three or four years, building large and loyal audiences. Many of the top stars fall in the general entertainment category, doing offbeat skits. The most successful heavily incorporate audience interaction.
The numbers they draw can be staggering. Comic actor Shane Dawson averages nearly 1.5 million views per day, according to video analytics service TubeMogul, and has racked up 670 million views of his videos over two and a half years. The typical YouTube star will average 250,000 views per video. On any given night or day or two, the top 10 YouTubers will have more views than any cable channel.
Brands are taking notice too. GE for example recently tapped 15 YouTubers to make a series of videos for its “Tag Your Green” campaign. In just three weeks, the videos have gotten more than 12 million views.
With devices like AppleTV becoming increasingly popular and affordable, brands should start asking their agencies how to tap into this vast YouTube universe that is changing the global TV audience landscape almost by the minute.
Meet a few of the top YouTube stars after the click.
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We take it for granted that it’s so simple to upload videos from a computer or mobile phone to YouTube. Magically, the videos appear and are accessble from anywhere in the world. The question is how does that happen? Time Warner Cable has decided to break down how YouTube works using an informative infographic.
The infographic shows how a video from a phone gets uploaded to YouTube’s servers. Then, when someone clicks “Play” on that video the request is received by YouTube who in turn presents the video to the resquestor in the best video format. Though there may be some people who prefer not to know the secrets of YouTube’s magic, for others it is neatly broken down for you here.
Brilliant, real time, impactful, measurable, social media marketing. The Old Spice Man (Isaiah Mustafa) shot YouTube videos in response to people’s tweets. Those people consisted of known-by-everybody people like Kevin Rose, actress Alyssa Milano, Justin Bateman, and lesser-known people like Lucretia Pruitt, or Jason Peck who also retweeted the videos.
He’s done over a 100 thus far and the effect has been nothing short of Viral Nirvana. A mashup of traditional media, YouTube and Twitter. SInce Old Spice front man Isaiah Mustafa started talking back to the social media world during the last 48 hours, the campaign has become one of the most talked-about of the year. The Old Spice YouTube channel has become the third most viewed and fourth most subscribed YouTube sponsor channel of all time. It is also the most viewed sponsor channel this month. Old Spice videos (some of which appeared before this week’s ground-breaking social media drive) have been viewed more than 53 million times.
Here’s a quick glimpse of some of the videos responses to tweets from notable people and organizations.
Samsung ran three nights of an amazing 3D projection mapping installation in Amsterdam to promote their new range of 3D LED TVs.
Perfectly mapped to a historic building in Amsterdam, the projection realistically cracks the building in half, sending debris shattering down before it fills up with water and then drains into a rain forest revealing the new Samsung 3D LED TV! While I’ve seen other attempted 3D perspectives, this certainly has to be the best 3D experience I’ve seen from Projection mapping!
But that wasn’t enough for Samsung’s marketing guys so they had a chat with Youtube and some smart creatives with a pretty cool first-timer promotion & game on YouTube cracking the YouTube screen and redoing the 3D projection simulation through a simple game. I do like it, although I think it’s a pretty expensive gig.
To see the original YouTube promotion go here.
Nog niet zo lang geleden werden kids die “cybersuicide” pleegde, volkomen opgaan in internet dus, op hun zolderkamer nog met de nek aangekeken door hun fashionable klasgenoten. Maar de nerds van nu ondervinden dat probleem allang niet meer. Dankzij de bedenkers van Facebook, Google en Youtube die in een aantal jaar de zolderkamers tot “the place 2 be” hebben weten te maken.
Natuurlijk gaan deze nieuwe whizkids zich ook als sterren gedragen en kleden. Hier worden ze geheel in stijl van voorzien door hun Guru’s, zowel Youtube als Google verkopen hun kleuren logo’s , tag’s en wat tegenwoordig maar creatief bedacht kan worden via eigen channels.
Zie google-store, youtube-store voor de laatste whizzkid mode.
