{"id":723,"date":"2008-04-16T07:57:11","date_gmt":"2008-04-16T14:57:11","guid":{"rendered":"http:\/\/www.daviddalka.com\/createvalue\/2008\/04\/16\/netfinance-2008-jon-kaplan-of-google-youtube-and-financial-services\/"},"modified":"2008-04-16T07:58:01","modified_gmt":"2008-04-16T14:58:01","slug":"netfinance-2008-jon-kaplan-of-google-youtube-and-financial-services","status":"publish","type":"post","link":"https:\/\/www.daviddalka.com\/createvalue\/2008\/04\/16\/netfinance-2008-jon-kaplan-of-google-youtube-and-financial-services\/","title":{"rendered":"Net.Finance 2008: Jon Kaplan of Google – YouTube and Financial Services"},"content":{"rendered":"

Before I post about Jon’s interesting session, I’ll note that it’s important that marketers considering using this channel read my post on YouTube Video Optimization<\/a> as there are many highly unique search engine optimization techniques that can improve your success in this area.<\/p>\n

Jon Kaplan’s talk starts here: Youtube was founded at a dinner party in 2005. There was no easy way to share video files.<\/p>\n

Online video viewing in the mainstream<\/p>\n

Americans stream of 10 billion online views monthly\u2026<\/p>\n

Explosion of Content = connection of people + democratization of the tools of production + broadband penetration + falling cost of data storage<\/p>\n

Sharing is the new viewing – 150M unique users globally<\/p>\n

Demographics: 2\/3 of YouTube users are over 35, 37% earn above $75,000<\/p>\n

800 content partners attended YouTube Videocracy in February<\/p>\n

Four ways to think about marketing in 2008
\n– Target your audience with video profiling
\n– Integrate your brand into the user experience \u2013 on YouTube and Beyond!
\n– Leverage your offline assets and ones YouTube is creating
\n– Think about measurement differently<\/p>\n

Video Profiling \u2013 Building Tools for Effective Targeting \u2013 using traditional demographics in the search by audience features\u2026<\/p>\n

YouTube\u2019s Creative Standards \u2013 20 million home page views a day<\/p>\n

Animated flash overlay is the current YouTube ad format \u2013 NO Pre-rolls are shown
\nPromote Your Video: Video Search capabilities<\/p>\n

Integrate Your Brand into the Experience \u2013 HP example<\/p>\n

It\u2019s all about interesting content: Turbotax<\/p>\n

It\u2019s about all about educational content: Vanguardinvestments brand channels<\/p>\n

Launched test of video ads in the 1st Quarter of 2008<\/p>\n

E*TRADE \u2013 pre-seeded SuperBowl commercials \u2013 2,000,000+ views on Youtube.<\/p>\n

American Express sponsored fashion week<\/p>\n

YouTube Global Gathering<\/p>\n

Metrics \u2013 the social side of YouTube
\n– Users can rate videos
\n– User can comment on videos
\n– User can add videos to their list of favorites
\n– User can share videos with friends
\n– Users can subscribe to their favorite channel<\/p>\n

New metrics will accompany this, Google Trends data \u2013 admitted that this drives need for Adwords campaigns. Discussed other metrics in terms about how the video was measured and then closed with questions.<\/p>\n

Audience question: Should YouTube provide statistics for videos with completed views or the average time of engagement with viewers so that more accurate measures of engagement could be provided?<\/p>\n

Answer: That’s a good question. Said several things about exploration of new areas. Did not say yes we’ll add it or no we’ll never do that. It will be interesting to revisit this issue at some point.<\/p>\n","protected":false},"excerpt":{"rendered":"

Before I post about Jon’s interesting session, I’ll note that it’s important that marketers considering using this channel read my post on YouTube Video Optimization as there are many highly unique search engine optimization techniques that can improve your success in this area. Jon Kaplan’s talk starts here: Youtube was founded at a dinner party […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[6,14,26],"tags":[],"class_list":["post-723","post","type-post","status-publish","format-standard","hentry","category-google-goog","category-interactive-ads","category-social-media"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/723","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/comments?post=723"}],"version-history":[{"count":0,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/723\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/media?parent=723"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/categories?post=723"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/tags?post=723"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}