Tag Archives: youtube

YouTube TV — UGC and Vlogging Next to Premium Television

Bloomberg has an awesome breakdown of YouTube’s really cool announcement today. They’re launching their own “skinny bundle” of network and cable traditional TV access which will fuse with a high-tech cloud DVR and their own recommendations for YouTube videos.

A conversation will commence online about the viability of these low-priced “skinny bundles” and I tend to think they’re not a great model and won’t last. I don’t think Google thinks they’ll last either — I think their intention is to blur the lines between content on YT and TV. Because that’s the battle they’ve been fighting for years… Google is dominating digital ad spend but barely chipping away at television ad spend.

If they can change media buyer perceptions — prove that their content is just as premium as TV — then maybe they can get some of that dough. I don’t think it’s nearly that easy. Literally, this is the example, cited in the Bloomberg piece:

A query for cooking shows, for example, might turn up recommendations for Hell’s Kitchen, the TV staple from Fox, alongside Epic Meal Time, a web-only show produced by Studio71 GmbH.

Now THERE’S a stretch: Competition reality fans seamlessly transitioning into a handheld brofest about binge-eating. Is surfacing vloggers next to This Is Us going to accelerate cord cutting? Or shift ad spend from TV to digital? There’s no way.

This is a really cool service and it’s extremely thoughtfully designed. I’m thrilled to use it. But the idea that just putting these two types of content next to each other will somehow “merge” them in the eyes of audiences and advertisers is flawed. Until YouTube makes content like Empire, it’s not going to command revenue or ratings like Empire.

YouTube Bets It Can Convince Cordcutters to Pay for TV via Bloomberg

Eye Tracking Reveals New YouTube Thumbnail Tricks

Mashable and EyeTrackShop did a study of several social media sites and buried in the data are two eye tracking studies on the YouTube homepage.

There’s little debate that thumbnails are critical to a video’s performance and this study punctuates that (especially in terms of subscribers, who get your videos through their homepage). But the study also reveals a little wisdom about what kinds of thumbnails specifically perform the best in a competitive environment. Here’s what you’ll notice:

  • All of the top thumbnails contained faces and humans. The most effective ones were close-ups.
  • The 3 most effective thumbnails featured women.
  • The most effective thumbnail, by far, featured a close up on a woman and what appears to be a bright red heart.
  • Most of the top 6 thumbnails had a high-contrast background in either black or white. Two of the top 3 thumbnails were actually completely in high-contrast black-and-white. Black-and-white thumbnails aren’t widely used so this is a really interesting discovery.
  • The least effective thumbnails appeared to be pulled from “bootlegged” footage from TV or a movie.
  • Thumbnail effectiveness trumps upload order and probably even title in terms of fixation.
  • It appears that after a user sees a thumbnail, they read the title of the video.

Another interesting note — people are quite likely to fixate on their own profile icon and the adjacent functions there near the top of the page — comments and inbox. So, don’t count those out as effective ways to reach an audience.