Recently my colleagues on Taylor’s Minute Maid team uploaded the latest Minute Maid Enhanced TV advert (via Doner) to YouTube. It’s a funny, well-produced ad, and thanks to the terrific suite of YouTube analytics, we were able to gain some terrific insight into the consumption of videos on YouTube. I’m not at liberty to go into full detail, but there was one key take-away I did want to share. First, if you haven’t seen it, here’s the spot:
As I mentioned, YouTube provides some pretty robust data, for free, that can provide a wealth of insight. In addition to learning where traffic is coming from and what sort of key search words consumers are using to find the video, another interesting take-away occurred to me.
The nature of viewing a commercial on YouTube is very different than watching it on television. On TV, commercials are primarily an unwanted interruption. If we could we would fast forward through them or skip right over them (wow, if only someone would invent a machine that let you do that!). On YouTube, people are seeking out your commercials, at least the entertaining ones. Which leads to an important question: Is your ad merely entertaining, or is it doing something for your brand or product as well?
With YouTube Insight, you know exactly when people are clicking off of your ad. If you’ve created one of those really clever ads with no product shots or messaging until the last three seconds, you may be in line for a Cannes Lion, but you can kiss that Effie goodbye.
We’ve seen the increasing use of product integration by brands to overcome the Tivo effect, they should be considering that as well in their own ads. The Doner team did a nice job of weaving the Minute Maid juice into the ad in a relevant way, without it being overpowering. As a result, the product was the hero and consumers saw it throughout the spot, so even if they didn’t watch all 30 seconds, they still saw the product enough to make the product name, and even the specific flavor, come up in key word searches.
As marketers become more sophisticated and content platforms provided greater analytics, we’re going to see fewer cases of ads build for disruption and less calls of “make me a viral video” and a greater desire to see work that takes into account the ways in which the audience consumes content across a wide variety of platforms.
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Paul L'Acosta
on Oct 17th, 2009
@ 8:02 pm:
You totally hit the nail Rick on online commercials. Just a mere click means that that user is actually looking for you and every click should be considered a success in terms of reach. However, in terms of results and how that convert to sales (or whatever strategy we’re after), well that’s the tricky point. Great post that makes you think carefully on using the power of videos. –Paul
Rick
on Oct 17th, 2009
@ 9:17 pm:
Paul,
Thanks for your comments, it will be interesting to see how brands and their agencies continue to adapt to the changing conditions.
Kassim Onoapoi
on Oct 18th, 2009
@ 2:26 am:
Recently my colleagues on Taylor's Minute Maid team uploaded the latest Minute Maid Enhanced TV advert (via .. http://bit.ly/WEvc6
Mastabest
on Oct 18th, 2009
@ 5:30 am:
Lessons in YouTube Analytics and Product Placement | eyecube http://bit.ly/2Cq66G
Lance Verster
on Oct 18th, 2009
@ 9:31 am:
Lessons in YouTube Analytics and Product Placement | eyecube http://bit.ly/3rpXdu
Ryan Connolly
on Oct 19th, 2009
@ 2:40 am:
Let's all remember YouTube Analytics…. http://bit.ly/1ImZ9v
Beautiful Girls Gallery
on Jan 3rd, 2010
@ 9:40 am:
Youtube is one of the best Web 2.0 service on the internet today. I really love watching music videos and funny video clips on Youtube.
Devona Comans
on Apr 26th, 2010
@ 11:32 pm:
I love watching videos online specially on Youtube. There are lots of music clips, movie clips and instructional videos on Youtube. I love em all.
convert youtube to mp3
on Jun 21st, 2010
@ 5:35 pm:
heya! do you know where I can download the gremlins theme song (mp3)?, thx! Mike.
ecommerce analytics
on Sep 11th, 2010
@ 7:42 am:
I Thank you for taking the occasion to approach this idea. I like your take on this matter.
kabelky online
on Oct 12th, 2010
@ 10:46 am:
LMAO, that shit is so funny. I am going to share that.