On digital media world I blog my views on the world of digital and online marketing and post articles which I find interesting. I have been a digital marketing professional for the past 3 years and am currently Digital Media Manager for Latitude Group Ltd.
Disclaimer
This blog represents my own personal views and is not representative of my employer.
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As part of its record breaking 2008 marketing budget Cadbury are planning a follow up to their much loved drumming gorilla advert. According to the latest edition of Marketing the new ad will also feature an animal playing an instrument. The original advert was a major viral success achieving numerous blog postings, massive word of mouth and many a parody on Youtube (you can see some of them here). So the follow up has a hard task following in its footsteps, as do he agency charged with creating the ad. The original one worked well due to the human like actions of a gorilla but I cant see many other animals having the same impact without looking too comical. Answers on a postcard what you think the new animal and instrument will be and heres the original again just for fun!
I anyone needed convincing of the rise in popularity of social media and the impact it has has on the web then the recent Hitwise news letter should provide it. Bebo has just overtaken ebay in the search term share rankings and the top 10 search terms contain 5 terms relating to social media sites, with two of them being youtube. This just goes to show the prominence this sector now has in the market and the opportunity it holds for those who can adopt it to suit their objectives, whether that be through advertising or participation.
The top ten search terms (as tracked by hitwise) for the 4 weeks ending 9/6/2007 are:
This guy has the moves!! and 51,317,418 viewings! just goes to show the power of youtube and helps explain the £25,000 a day they are going to be charging advertisers for front page exposure when it launches in the UK.
This may sound a lot on the face of it but I dont actually think its a bad deal. with youtube set to overtake the bbc website in the rankings for site visits the cost per thousand on front page exposure isnt going to be too shabby.
The challenge is going to be finding a video which people want to view, add to favourites and ultimately get to the top of the most viewed rankings. If this can be done then the £25,000 cost will stretch much further than one day as the viewings will continue as long as the video remains top of the standings. On top of this, if the video can be used to promote some sort of response from the user, through a youtube microsite or other means then you could be on to a winner.
The war begins! Viacom file a $1 billion law suit against google for infingement of its copyrights through it Youtube property. Viacom also go one step further and accuse Youtube of deliberately avoiding doing anything to stop copyright infringement by its users in an attempt to earn revenues. Should be very interesting to see how this one pans out as it could set a precedent for the whole online video industry and if Viacom are successful everyone else will be sure to follow suit!
Viacom Slaps Google with $1B YouTube Lawsuit
Accusing YouTube of “massive intentional copyright infringement,” media giant Viacom filed a $1 billion lawsuit Tuesday against the video site and its parent Google, CNET reports. Some 160,000 clips of Viacom programming have been illegally available on YouTube and have been viewed more than 1.5 billion times, Viacom said. The lawsuit was filed in U.S. District Court for the Southern District of New York and also seeks an injunction prohibiting Google and YouTube from further copyright infringement.”YouTube is a significant, for-profit organization that has built a lucrative business out of exploiting the devotion of fans to others’ creative works in order to enrich itself and its corporate parent Google. Their business model, which is based on building traffic and selling advertising off of unlicensed content, is clearly illegal and is in obvious conflict with copyright laws,” Viacom said in a statement.”In fact, YouTube’s strategy has been to avoid taking proactive steps to curtail the infringement on its site, thus generating significant traffic and revenues for itself while shifting the entire burden – and high cost – of monitoring YouTube onto the victims of its infringement,” Viacom said in a statement.
