Brand Marketing Via Video Social Networking Sites : Market Research Report

Brand Marketing Via Video Social Networking Sites

Published by: Futurescape

Published: Jul. 1, 2007 - 90 Pages

Introduction: The opportunity and the challenge; Engaging video SNS members
Section 1: Marketing via video social networking sites: What is a video social networking site (SNS)?; Video SNS are not television on the Internet; Video SNS do not rely on professional content; Marketing opportunities: why use video SNS?; Approaches to marketing via video SNS; What commercial models are video SNS operators using?; Solving the online ad paradox: Internet users hate and love ads; How to align with SNS members’ motivations; How to manage participation; What subjects and genres do video SNS members produce?
Section 2: Campaign case studies: Bazooka Joe - own site, YouTube and MySpace; Campari Red Passion - YouTube and other SNS; Chevrolet - YouTube, vSocial and own sites; Dove Cream Oil Oscar Commercial - YouTube and AOL UnCut; Dove Evolution and Dove Film- YouTube; HBO’s The Wire Spoken Word Battle - Blastro; I Dig Incubus contest - YouTube and own site; Jingles for Pringles - own site on ViTrue platform; McDonald’s It’s Your Break - YouTube; Stride and Matt Harding - YouTube; What works; What fails - Sunsilk’s Crazy Bride; The FLIRT model of SNS engagement
Section 3: Practical campaign management: Paid-for marketing: YouTube brand channels and PVAs; Guerrilla marketing: Who counts as an advertiser?; Visibility within an SNS; Setting up a profile; Managing video uploading options; Other SNS functionality; Relating to other SNS members; Campaign promotion; Measuring effectiveness; The manipulation of popularity systems; The lifespan of a campaign and ending a campaign
Section 4: Video SNS operators in detail: Overview; Video SNS vs other online video services; What the profile entries contain; 5min; Addicting Clips; AOL UnCut Video; AOL Show Me; AOL Video; Bebo TV; Blastro; Blinkx.tv; Blip.tv; Bolt; Break.com; Brickfish; Broadbandsports.com; Castpost; ClipShack; ClipUpload; Coull.tv; Crackle; CrowdRules; Current TV; Dabble; DailyMotion; eBaum’s World; eVideoshare; Expo TV; Eyespot; Facebook; Friction.TV; Go211.com; GoFish; Google Video; Guba; Hellodeo; HeyCosmo; Howstuffworks.com; iFilm; Islandoo; Joost; Jumpcut; Kyte; LiveLeak; LiveVideo; LonelyPlanet.tv; Lulu.tv; Lycos Cinema; Magnify.net; Mefeedia; Metacafe; Motionbox; MSN Video; MSN Soapbox; myHeavy; MySpaceTV; MyToons; NBCU/News Corp; Netscape video; Next New Networks; OurMedia; OurStage.com; Pandora.TV; Photobucket; Putfile; Reality Digital; Revver; Sharkle.com; SkyCast; Snowvision; Spymac; Stage6; StumbleVideo; SUBtv; Sumo.tv; ToonGum; Trouble Homegrown; Veoh; Viddler; VideoBomb; VideoEgg; VideoJug; VideoSift; VidiLife; Vimeo; Vmix; Vobbo; vSocial; Yebotv; Youare.tv; Yahoo! Video; YouTube; Zannel; Ziddio; Zooppa
Section 5: Statistics: 1) Unique users; 2) Demographics Forecasts; 4) Market share of visits; 5) Time spent on video SNS
Section 6: Sources and links

Abstract

The explosive growth of YouTube and its rivals has transformed video social networking sites into a powerful communications medium that reaches multiple millions globally.

Yet advertising is failing to connect. Brands and agencies upload 30-second television commercials, but the communities ignore them.

Brand Marketing Via Video Social Networking Sites synthesises usage research and statistics, expert opinions, case studies and consumers’ attitudes to provide comprehensive, innovative and practical solutions for brand marketing in this exciting and challenging environment.

The key is in working with the creative potential of a whole video social networking site - and its members.

The report starts with the case for marketing via video social networks, then explains the solution of aligning a campaign with community members’ motivations. It illustrates this with case studies of major brand campaigns and provides a how-to guide for setting up and running a campaign. It concludes with usage statistics and comprehensive profiles of 80 major and specialist video social networking sites, with their marketing opportunities.

The report contains extensive Web links both for its marketing case studies and to all the original online sources used in researching the report.

The coverage

The report profiles 80 video social networking sites and related services (eg Joost for online P2P television).

Major US and UK video social networking sites covered include:

AOL UnCut
Bebo TV
Break.com
Crackle / Grouper
CurrentTV
DailyMotion
eBaum’s World
Expo TV
Facebook
GoFish
Google Video
Guba
Jumpcut
Kyte
Lycos Cinema
Metacafe
MSN Soapbox
myHeavy
MySpaceTV
Sharkle
SkyCast
Veoh
Vmix
Yahoo! Video
YouTube
Ziddio
Zooppa

Related video services include:

AOL Video and AOL Show Me
Dabble
Howstuffworks.com
Joost
MSN Video
NBCU/News Corp JV
StumbleVideo
VideoEgg
VideoJug

Media companies and media moguls investing or partnering in video SNS:

Al Gore
CAA
Comcast
Mike Eisner
NBCU
News Corp
Niklas Zennstrom
Peter Guber
Sony
Turner Broadcasting
United Talent Agency
Viacom
WPP

Case studies of innovative brand campaigns:

Bazooka Joe
Campari
Chevrolet
Dove
HBO
Incubus
McDonald’s
Pringles
Stride

Sources and experts quoted include:

Advertising Age
American Advertising Federation
BBC
Bradley Horowitz (Yahoo!)
comScore
Harris Interactive
Hitwise
Interpublic Emerging Media Lab
Ipsos Insight
Jyri Engestrom (Jaiku)
Mary Hodder (Dabble)
Ofcom
Online Publishers Association
Pete Blackshaw (Nielsen BuzzMetrics)
Piper Jaffrey
Vidmeter

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Brand Marketing Via Video Social Networking Sites

Table of Contents

Abstract