Latest Articles
More Web 2.0 Needed In Schools
An influential think-tank calling for more Web 2.0 use in school and technology experts agree, arguing that children should get used to collaborative tools before they enter the workplace.
moreUK Council for Child Internet Safety Launches
The UK Government launched its programme to help protect children from exposure to potentially harmful content on the Internet, including some forms of advertising. New Media Knowledge spoke to AOL, one of the companies involved, to see what real impact the new group would have.
moreUS Presidential Election Gets Social
Last week, Twitter launched its US Presidential Election microblogging site and, with social media likely to play a big part in the outcome, politicians this side of the pond should be looking closely at its impact, experts say.
more- i-design 08 - Brendan Dawes, My Interactive
- i-design 08 - Simon Waterfall
- YouTube gets into Top Gear
- Goldfarming for Fun and Profit
- Sky Appoints its First Head of Mobile Advertising: an Industry Viewpoint
- Industry Welcomes Intel/Yahoo! Internet TV Tie-In
- Media Landscape vs. Media Ghetto
Related Articles
YouTube gets into Top Gear
With the BBC launching its own Top Gear YouTube channel, Tim Hoang looks at the reasons for this move into video-sharing sites. more
Industry Welcomes Intel/Yahoo! Internet TV Tie-In
Chip giant Intel and media outfit Yahoo! have come together to create the ‘Widget Channel’, a television application framework primed for TV and other consumer electronics devices. more
Online Videos: Engaging your Users
Online video is big business nowadays. Websites dedicated to video like Youtube, BBC iPlayer and 4oD have taken off in a big way, and an increasing number of websites are introducing video content to keep users engaged. more
TiVo down the YouTube?
The IPTV market is growing. Usually associated with user generated content on Web sites such as YouTube, the success of video-on-demand services, such as BBC's iPlayer and online mini soap operas such as Kate Modern has proven that there is a healthy appetite for viewing video content on computers. more
TV Struggles With Ads
Traditional TV advertising is becoming less impactful as viewers begin to create their own schedules, according to eMarketer. Technology such as digital video recorders (DVRs), video-on-demand (VOD) and time-shift TV has meant that advertising is often skipped or avoided altogether. more
Related Events
Copyright and Rights Exploitation: Film, Television and Digital Platforms (01zero-one)
Location: 01zero-one, Westminster Kingsway College, Soho Centre, Peter Street, London, W1F 0HS
Price: £110.00 Reduced to £100.00 if you are eligible for a discount.
Beers and Innovation 7: Do agencies innovate? (NMK)
Location: Albannach, 66 Trafagar Square, London WC2N 5DS
Price: Reduced to £15.00 if you are eligible for a discount.
Beers & Innovation (NMK)
Location: The Bell & Compass (downstairs bar), 9-11 Villiers St, London WC2N 6NA.
Price: Reduced to £10.00 if you are eligible for a discount.
PR and P2P - The Perfect Anti Piracy Pitch
Location: Guardian Newsroom
Price: £45.00 Reduced to £25.00 if you are eligible for a discount.
Video Hits and Misses
StumbleUponA new report from Futurescape - From TV Ads to YouTube Anarchy - argues that for marketing through video social networks to succeed, it must "align itself with the members instead of broadcasting at them, TV-style".
A new report from Futurescape - From TV Ads to YouTube Anarchy - argues that for marketing through video social networks to succeed, it must "align itself with the members instead of broadcasting at them, TV-style".
Success on YouTube and other video social networks can result in millions of views from difficult-to-reach audiences. But attaining such success is far from a simple matter. The report shows that even the most attractive-sounding list of ingredients can result in failure:
A short film starring supermodel Kate Moss wandering around in Agent Provocateur lingerie as directed by Mike Figgis (Internal Affairs, Leaving Las Vegas) should surely be a YouTube global hit. It was anything but. The most-viewed upload of “The Four Dreams Of Miss X - Part 1” was seen only 74,750 times over four months between September 2006 and January 2007.
Yet YouTube is a social universe in which a laughing baby can gain more than eight million views in three months.
Even comparing Kate Moss videos with each other, a fan-created slideshow of classic Kate photos gained almost as many views – 61,450 over four months – as the Agent Provocateur film.
In YouTube terms, this is what it is like when a piece of brand marketing is effectively ignored.
The reasons for this relative lack of success are unclear, at first:
It might be argued that the film was too long at six minutes, but the top-rated video “Evolution of Dance” (43 million views in 11 months) is the same length. It is not because Mike Figgis chose to shoot in black and white. The start of the Free Hugs campaign (9.5 million views) is black and white, too.
Yet video social networks need such marketing to succeed in order to succeed themselves. Brands are also keen to hook into the enormous audiences that are potentially available through such networks, with falling confidence in mainstream television as a vehicle for communicating with young people bolstering this desire.
Achieving success in these networks does not simply mean transferring televisual material onto the networks. Videos must also fit in with the networks' culture. In social networks, the report argues, objects are the sites of social interaction, from self-expression to forming relationships. The networks also offer status to their active members, be that the most friends or gold stars or guru status. Brands whose content encourages interaction through comments, variants and embedding are more likely to succeed.
Analysing a series of successful and failed video campaigns from brands, the report devises a list of 'what works' and advice for running campaigns effectively.
The report is priced at £350 for a single-user licence. It is available through Futurescape’s website at: www.futurescape.co.uk
The University of Westminster is a charity and a company limited by guarantee.
Reg. No: 977818 England. Reg. Office: 309 Regent Street, London W1B 2UW
© 2008 New Media Knowledge.
Site created by Green on Black and designed by Imagination
Comments
You must be logged in to comment.