"Prices are insane!"
For why, go to BF's Net Sense on MarketWatch
Here's my watch list of video sites (source Nielsen//NetRatings)
"Prices are insane!"
Paris Hilton is a great argument that money doesn't buy happiness or talent.
But then again, who needs talent to get an audience? As of nearly 9
a.m. pacific time, Hilton's video was viewed 2,390 times, commented on
456 times and rated 3207 times. Hilton may not have talent, but
YouTube, Fox and Warner Bros. know what she has to bring to the table:
Sex and an audience that likes, well, sex. YouTube struck a deal with Time Warner's Warner Bros. to be the
online billboard for Hilton's new music album. Hilton becomes YouTube's first branded channel. Now, YouTube has already allowed users to create
their own channels. But user-generated channels are a problem for advertisers. As of today, the most subscribed channel goes to
"Geriatric1927," with 22k subscribers and 659k views.
To read the rest of my thoughts about video ads, go to my official blog at: MarketWatch
On another note -- a more cultural one -- when you look at the Hilton video, you just have to wonder what drives many of us to want recognition. This is what Benedict Carey of the New York Time writes: "Money and power are handy, but millions of ambitious people are after something other than the corner office or the beach house on St. Bart’s. They want to swivel necks, to light a flare in others’ eyes, to walk into a crowded room and feel the conversation stop." Carey also writes: "People with an overriding desire to be widely known to strangers are different from those who primarily covet wealth and influence. Their fame-seeking behavior appears rooted in a desire for social acceptance, a longing for the existential reassurance promised by wide renown."
Carey goes on to say: "In media-rich urban centers, the drive to stand out tends to be more oriented toward celebrity, and its hold on people appears similar across diverse cultures. Surveys in Chinese and German cities have found that about 30 percent of adults report regularly daydreaming about being famous, and more than 40 percent expect to enjoy some passing dose of fame — their “15 minutes,” in Andy Warhol's famous phrase — at some point in life, according to data analyzed by Dr. Brim. The rates are roughly equivalent to those found in American adults. For teenagers, the rates are higher." Read Carey's article: The fame motive
One of the most intriguing stories about the Internet isn't how much wealth it's created, but rather its impact on society.
You have to wonder what Microsoft's (msn), Yahoo (yhoo) and InterActiveCorp's (iaci) Ask.com were thinking by letting MySpace go to Google. MSN has enough money and it's trying to validate its own search advertising platform. Yet it wouldn't pay up for MySpace traffic, which tend to go to Google to search.
MySpace had 45 million unique visitors in June, according to Nielsen//NetRatings. And, about 10% of MySpace traffic leaves MySpace to go to Google, according to HitWise. Clearly, there was an opportunity for the other search engines to capture that search traffic. They let it slip away. Too bad for MSN, Yahoo and Ask.com. Also, Bill Tancer noted a while back that when MySpace had an outage, a lot of its users went to Google. Read Tancer's take.
Btw, if you were reading my MarketWatch blog today, you would have known the MySpace/Google deal was coming. It was posted before the close of the trading day.
Also, watch for my Net Sense column, in which I'll comment about the Google/MySpace and Google/MTV deal. Also, go to MarketWatch Tuesday for my video interview with FIM's Ross Levinsohn.
Watch out for my commentary tomorrow.
Only 2% of the total online advertising pie was tied to video ads last year, according to eMarketer, an online marketing research company. That's only expected to rise this year to 2.3%, as online video ads are expected to rise 71% to $385 million while total advertising is expected to rise 34% to $16.7 billion in 2006. So how will online media and video enablers funnel more dollars into video? For that answer, the best resources are the startups in my opinion. They are definitely redefining the world of video and commercials. I've noted several in my Net Sense column: Vidavee, a Manhattan-based company that's helping marketers place ads - banners, video, etc. - at points within a video that attract the largest crowds. Gotuit, a startup that lets the audience fine-tune their searches inside a video; Vmix gives users copyrighted material to mash up with their own homegrown movies; One True Media takes makes video editing with its Web-browsing tool and Dave.tv is putting "buy now" buttons on its video-playing technology. Revver is helping amateur producers become stars, such as Fritz and Stephen (check out Eepybird.com). The makers of the Mentos video made $30,000 so far at a $7.50 cpm. Other companies mentioned in my Net Sense column are Jumpcut.com, Brightcove, Booyah Networks, and VideoEgg.