] HipMojo.com » What Marketers Look For

What Marketers Look For

Henry Blodget’s been a great addition to the blogging landscape, but the past couple of days, he’s proving that too much turkey does cause blurriness.

Yesterday he suggested that Mozilla Firefox rebrand itself Netscape Mozilla. Just wrong.

Today he uses Perez Hilton as a case study for YouTube’s revenue programs. As a content provider to YouTube with 1,000 clips, I’ll spare some of the actual details of YouTube’s actual payouts and what not, but I will say that Perez Hilton is the worst example to use because, well, to quote Center Networks‘ Allen Stern, “Perez is in a tough spot as advertisers might not want their product shown next to Britney’s crotch”. Well said.

Marketers make money when they spend money. It’s not their money they spend, they have jobs in marketing and advertising or sales and they have to spend it. If they didn’t, they would not have jobs. Yet, most of Google’s historical client base have been small and medium sized businesses, so the advertising money is in fact their money. Google bought YouTube last year, then they got sued by Viacom, it took them some time to position YouTube into a money machine. But, like it or not, over time Google will make a lot of money off YouTube, even though neither Perez nor WatchMojo.com will be the main beneficiary of that (wonder who will be? Google).

But, the point is, Robert Scoble is partially right, audience size is not everything, but it is a lot, and if you want a video audience, you have to be on YouTube. Perez Hilton makes enough money from smut and everything else not to worry about YouTube, and in YouTube’s mind, good riddance, because Perez generates streams but little else of value.

For content owners to succeed on YouTube, and in generating revenues in general, they will need:

- reach, as measured by audience
- relevance, as measured by demographics
- frequency, as measured by publishing cycle
- fit, as measured by content.

(online marketers will also look considerably at engagement, or time spent on a site, but I digress. Also want to stress that there are many ways to slice “what marketers look for” as surety of content, for example, comes up too).

Ultimately, Perez lacked in everything but audience, and maybe demographics… but I’m not sure his publishing cycle was frequent enough to merit dollars, and the fit with most advertisers was non-existent.

Video advertising is so nascent and embryonic that if you want to make a case study of someone, you should look at previous models at similar stages, and not a blue-haired homosexual video blogger (not that there is anything wrong with that, of course).

Tags: , , , |
Posted By: Ashkan Karbasfrooshan | Dec 30th

One Response to “What Marketers Look For”

  1. HipMojo.com » Why Web Video Isn’t Monetizing as well as Television Says:
    March 16th, 2009 at 9:17 am

    […] here.  I think some of it has to do with the following: Advertisers look for a number of things. For content owners to succeed on YouTube, and in generating revenues in […]

Subscribe:


Leave a Reply

*
To prove that you're not a bot, enter this code
Anti-Spam Image

Subscribe:


« « previous post | next post » »
Admin

Shortcut:
HipMojo.com

Subscribe:

Search Site:

Categories:

Archives:

Blogroll: