Product Type: Market Research Report
Published by: Futurescape
Published: July 2007
Product Code: R3500-1Description The explosive growth of YouTube and its rivals has transformed video social networking sites into a powerful communications medium that reaches multiple millions globally.
Yet advertising is failing to connect. Brands and agencies upload 30-second television commercials, but the communities ignore them.
Brand Marketing Via Video Social Networking Sites synthesises usage research and statistics, expert opinions, case studies and consumers’ attitudes to provide comprehensive, innovative and practical solutions for brand marketing in this exciting and challenging environment.
The key is in working with the creative potential of a whole video social networking site - and its members.
The report starts with the case for marketing via video social networks, then explains the solution of aligning a campaign with community members’ motivations. It illustrates this with case studies of major brand campaigns and provides a how-to guide for setting up and running a campaign. It concludes with usage statistics and comprehensive profiles of 80 major and specialist video social networking sites, with their marketing opportunities.
The report contains extensive Web links both for its marketing case studies and to all the original online sources used in researching the report.
The coverage
The report profiles 80 video social networking sites and related services (eg Joost for online P2P television).
Major US and UK video social networking sites covered include:
- AOL UnCut
- Bebo TV
- Break.com
- Crackle / Grouper
- CurrentTV
- DailyMotion
- eBaum’s World
- Expo TV
- Facebook
- GoFish
- Google Video
- Guba
- Jumpcut
- Kyte
- Lycos Cinema
- Metacafe
- MSN Soapbox
- myHeavy
- MySpaceTV
- Sharkle
- SkyCast
- Veoh
- Vmix
- Yahoo! Video
- YouTube
- Ziddio
- Zooppa
Related video services include:
- AOL Video and AOL Show Me
- Dabble
- Howstuffworks.com
- Joost
- MSN Video
- NBCU/News Corp JV
- StumbleVideo
- VideoEgg
- VideoJug
Media companies and media moguls investing or partnering in video SNS:
- Al Gore
- CAA
- Comcast
- Mike Eisner
- NBCU
- News Corp
- Niklas Zennstrom
- Peter Guber
- Sony
- Turner Broadcasting
- United Talent Agency
- Viacom
- WPP
Case studies of innovative brand campaigns:
- Bazooka Joe
- Campari
- Chevrolet
- Dove
- HBO
- Incubus
- McDonald’s
- Pringles
- Stride
Sources and experts quoted include:
- Advertising Age
- American Advertising Federation
- BBC
- Bradley Horowitz (Yahoo!)
- comScore
- Harris Interactive
- Hitwise
- Interpublic Emerging Media Lab
- Ipsos Insight
- Jyri Engestrom (Jaiku)
- Mary Hodder (Dabble)
- Ofcom
- Online Publishers Association
- Pete Blackshaw (Nielsen BuzzMetrics)
- Piper Jaffrey
- Vidmeter
Table of Contents - Introduction
- The opportunity and the challenge
- Engaging video SNS members
- Section 1: Marketing via video social networking sites
- What is a video social networking site (SNS)?
- Video SNS are not television on the Internet
- Video SNS do not rely on professional content
- Marketing opportunities: why use video SNS?
- Approaches to marketing via video SNS
- What commercial models are video SNS operators using?
- Solving the online ad paradox: Internet users hate and love ads
- How to align with SNS members’ motivations
- How to manage participation
- What subjects and genres do video SNS members produce?
- Section 2: Campaign case studies
- Bazooka Joe - own site, YouTube and MySpace
- Campari Red Passion - YouTube and other SNS
- Chevrolet - YouTube, vSocial and own sites
- Dove Cream Oil Oscar Commercial - YouTube and AOL UnCut
- Dove Evolution and Dove Film- YouTube
- HBO’s The Wire Spoken Word Battle - Blastro
- I Dig Incubus contest - YouTube and own site
- Jingles for Pringles - own site on ViTrue platform
- McDonald’s It’s Your Break - YouTube
- Stride and Matt Harding - YouTube
- What works
- What fails - Sunsilk’s Crazy Bride
- The FLIRT model of SNS engagement
- Section 3: Practical campaign management
- Paid-for marketing: YouTube brand channels and PVAs
- Guerrilla marketing: Who counts as an advertiser?
- Visibility within an SNS
- Setting up a profile
- Managing video uploading options
- Other SNS functionality
- Relating to other SNS members
- Campaign promotion
- Measuring effectiveness
- The manipulation of popularity systems
- The lifespan of a campaign and ending a campaign
- Section 4: Video SNS operators in detail
- Overview
- Video SNS vs other online video services
- What the profile entries contain
- 5min
- Addicting Clips
- AOL UnCut Video
- AOL Show Me
- AOL Video
- Bebo TV
- Blastro
- Blinkx.tv
- Blip.tv
- Bolt
- Break.com
- Brickfish
- Broadbandsports.com
- Castpost
- ClipShack
- ClipUpload
- Coull.tv
- Crackle
- CrowdRules
- Current TV
- Dabble
- DailyMotion
- eBaum’s World
- eVideoshare
- Expo TV
- Eyespot
- Facebook
- Friction.TV
- Go211.com
- GoFish
- Google Video
- Guba
- Hellodeo
- HeyCosmo
- Howstuffworks.com
- iFilm
- Islandoo
- Joost
- Jumpcut
- Kyte
- LiveLeak
- LiveVideo
- LonelyPlanet.tv
- Lulu.tv
- Lycos Cinema
- Magnify.net
- Mefeedia
- Metacafe
- Motionbox
- MSN Video
- MSN Soapbox
- myHeavy
- MySpaceTV
- MyToons
- NBCU/News Corp
- Netscape video
- Next New Networks
- OurMedia
- OurStage.com
- Pandora.TV
- Photobucket
- Putfile
- Reality Digital
- Revver
- Sharkle.com
- SkyCast
- Snowvision
- Spymac
- Stage6
- StumbleVideo
- SUBtv
- Sumo.tv
- ToonGum
- Trouble Homegrown
- Veoh
- Viddler
- VideoBomb
- VideoEgg
- VideoJug
- VideoSift
- VidiLife
- Vimeo
- Vmix
- Vobbo
- vSocial
- Yebotv
- Youare.tv
- Yahoo! Video
- YouTube
- Zannel
- Ziddio
- Zooppa
- Section 5: Statistics
- 1) Unique users
- 2) Demographics Forecasts
ploaded
- 4) Market share of visits
- 5) Time spent on video SNS
- Section 6: Sources and links
|
|
