Posts Tagged YouTube

The Vortex: There’s a Curse Word in This One

Perhaps it’s the end-of-summer quiet but there wasn’t a lot of technosphere silliness this week – just actual news! Don’t get too comfortable; September is just around the corner.

News from the Social Media Vortex

–It’s America’s Funniest Home Videos for the 21st century. YouTube is now giving revenue share to uploaders of hit videos. Once a video gets a certain number of viewings, YouTube will offer to put ads around it and give you a cut of the profits. So get that cat on the piano pronto and start counting the dollars.

–The big kerfuffle of the week resulted in the word “skank” being tossed around with abandon. So that’s fun. Model Liskula Cohen won a lawsuit against Google, forcing the company to reveal the identity of an anonymous blogger who called her a skank and other unseemly things. The ruler could have much broader ramifications for blogging; could this be the beginning of the end for trolling?

Apps on the Radar

–If you haven’t already heard that the new Facebook iPhone app is here, you likely don’t need it.

–If you’re a hardcore Firefox user, check out SmarterFox. It has a plethora of browser tricks that will make IE seem even quainter. (Jessica’s slideshow here gives a good overview.)

–Frequent fliers should check out WorldMate, an app that creates automatic itineraries from your fowarded travel confirmations. There’s a free and paid version, the latter of which gives push notification of flight delays. Yeah, you think you won’t need this. And then you meet the Dublin airport.

–The unfortunately named CommuTweet (aren’t you expecting updates from Karl Marx?) lets users tweet about traffic jams in which they’re sitting. Kind of a “it’s too late for me but save yourselves” sort of thing.

16Apps pokes its nose into your Twitter stream (or Last.fm or FriendFeed) and then recommends iPhone apps for you. From my updates, it surmised that I curse, drink beer and am into politics. Wow. I sound like a real winner.

Tweet of the Week

–Why didn’t I think of this? Some enterprising fellow created the Twitter id @shitmydadsays and it’s as funny as you think it will be. I had a hard time picking just one tweet so go read the whole stream. But this one made me giggle a bit more than the others: “Your brother brought his baby over this morning. He told me it could stand. It couldn’t stand for shit. Just sat there. Big let down.”

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Following the Eyeballs

Video analytics is not a term that strikes excitement in the hearts of social media fanatics. It’s far too enmeshed in advertising lingo like “impressions” and “views” to appeal to the average Web 2.0 fan. But few among us can deny that ads fuel our beloved social tech economy. Further, I doubt many would object if our favorite sites and brands could find a more integrated, targeted and relevant method of ad delivery. In order to do this effectively, companies must turn to sophisticated measurement tools that deliver a deep level of insight about user habits and behavior.

The subject got a bit of attention this week when BrewPR’s Brooke Hammerling called for industry-wide standards in video analytics in a post for Silicon Alley Insider. She argued that terms such as “views” are too open to interpretation and manipulation. One commenter, Greg Stuart, former CEO of the IAB (Interactive Advertising Bureau), parried back that the “view” term has been clearly defined – “at least as it’s defined for advertising” – by the IAB. The Washington Post weighed in on the topic yesterday, reiterating the lack of industry-wide standards. It’s also worth noting that advertisers are fickle bunch; they go where the results are. If there is no ability to measure results effectively, and no way to connect views with specific actions, then advertisers have no meaningful way to directly evaluate their online video ad spend. Thus, the huge opportunity in this space: not just for effective tools, but to define the terms of the competition.

We featured Visible Measures at DEMO 08, a company that interprets user behavior at significant intervals of viewing. As we said then, views – however you define them – are the easy part; understanding exactly how viewers interact with a video is a tougher nut to crack. With an average of 20-40 different events occurring during viewing, including rewinding, fast forwarding and the like, a rich field of user behavior would lie fallow without services like Visible Measures.

To evaluate effectively, you have to follow your users across all viewing platforms and mediums, which brings us to Divinity Metrics, a company whose product chases your video around the Web, delivering analytics on all occurrences of a video across the Internet. Read the rest of this entry »

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