YouTube: Creators, Owners, Advertisers September 24, 2008
Posted by tang12 in Seminar.trackback
[1]David Pitlyuk A History of Advertising on Internet Video and Where is it Going Topics of Interests for entrepreneurs & my ramblings 23 August 2007.
[2]Andrew Ross Sorkin (Oct, 2006). Dot-Com Boom Echoed in Deal to Buy YouTube The New York Times.
[3]Stephanie C. Ardito (May, 2007). Social Networking and Video Web Sites:My Space and YouTube Meet the copyright cops Searcher Vol. 15 No. 5.
As part of Web 2.0, YouTube enables users to to upload, share, save videos under favorites, create playlists and comment on videos. YouTube has created a community that is highly motivated to watch and share videos. The YouTube service is free and has been supported by advertising.
Since its acquisition and launch by Google with USD1.65 billion in February 2005, YouTube had reportedly attracted an audience of 72 million by August 2006. This is achieved mainly due to the accessibility of Youtube, which allows anyone to upload and share video clips on www.YouTube.com and across the internet through websites, mobile devices, blogs and emails.
It is also highly participatory whereby anyone can join in the community to watch, share and give their comments on the clips. Audiences can see first-hand accounts of current events, relive their favorite TV moments, find videos about their hobbies and interests, discover new artists and filmmakers, and even uncover something unimaginable. YouTube empowers people to share their experiences, talents, and expertise with the world.
The following clip is an interesting version of how some people perceive Web 2.0 and the platform it represents.
While doing the readings, please keep these questions in mind:
1. How do creators, owners and advertisers carry out their roles on YouTube? Are there any conflict of interest? If so what are they?
2. What are the copyright issues involved in the use of YouTube? How have these issues affected the usage of YouTube?
3. Is there a future for advertisers on YouTube? If so what form does it take?
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Advertising in youtube is interesting coz it doesn’t have to be right there and there in the page when you open it. By posting these commercials as part of the clips that ordinary people posted then it kinda eliminate the obvious commercialism on it. The viewers have the choice whether to watch these commercials or not but most of the commercials posted are very funny and entertaining. It may eliminate the sense of commercialism but commercialism will always find its way to people no matter what way it may be.
I feel that the saying ‘the world revolves around money’ doesn’t hold an exception for youtube. After all, its infrastructure, staffing and all others needed to run the entity requires funding. And that has got to come from somewhere.
One of the most common avenues would be through advertising. Having said that, to implement a successful advertising module through youtube would hinge on its ability to deliver the advertiser’s message in a manner that is non-disruptive to the viewer’s enjoyment of the original clip.
Posting interesting commercials on youtube may be a clever move by some companies. But youtube probably can’t demand that all of its advertising clients produce funny, comical or ingenious advertisements before they can be place on youtube as an advertisement. So I guess the challenge would be the modus of content delivery.
I agree with you Ramfel. When we discuss youtube and commercials..in any media really, I think it is a waist of time considering whether we should welcome commercials or not. it is going to happen with or without us liking it.
About youtube: As Tama mentioned in class, someone has to pay for it.
If we don’t accept commercials the alternative would be to pay to log in to youtube. That way half of the concept is gone and the consequence could be that youtube no longer would be the first choice when people want to “google” videos.
I actually really liked the idea of playing a commercial after every posted video. It prevent that people deselect a given post because the commercial is being played before the actual post. Still there is a good chance that people will actually watch the commercial because people tend to just let the post play to the end or just like Tv programs people don’t turn of the Tv as soon as the program they have been watching is over.
I assume that the advertising companies are going to post commercials linked to posts that are in some way related to what ever they are trying to sell. Therefore I think that it could be efficient to have the advertising strip (mentioned in the readings) running at the bottom of the post so that people can be tempted to click on it and watch it.
People who are not interested have the choice not to watch the commercials and those who do can.
Indeed, Benedikte the idea that if people have to pay to logon to YouTube will make YouTube lose its appeal. But YouTube has to somehow make money or at least generate revenue for its parent company Google.
There has been talks of a profit sharing model of advertising on YouTube. The advantages are:
1.It will probably increase advertising revenue and YouTube’s exposure.
2.YouTube will not lose market share to other sites which share their wealth. Users who are consumer-as-content uploaders paid to deliver is a sustainable model.
3.It has foundation of consumer-generated content site for its success.
However there are several issues to be dealt with too.
1.YouTube has to come up with an objective way of valuing content. Is it simply by the number of views or the number of advertisement views/click-throughs?
2.Dealing with syndication and exclusivity as part of its value proposition.
3.Considerations of the boundaries of revenue-sharing when content takes the form of pure public relations.
4.Advertising agencies or PR firms that buy the rights to repurpose promotional music or video clips in their own video, who should receive the revenue sharing?
Until these issues are resolved, YouTube has to face the difficulty of generating sufficient revenue to make Google worth its aquisition.
Hi guys, I am still confused about what kinds of relationship between Youtube with advertisers? As my personal experiences about this new media, I thought it pretty enjoyable to watch all the stuff on it. Hence as I understand the Youtube is like a free social network community which provide the opportunities to share the creativity and fantastic original ideas about the living lives not only the professional video designer but also to common people , isn’t it ? Especially when refer to one specific topic or hot issue, people would like to use the creative expression to show their reflection and response.
Most of time I am so appreciate about that how the creators can come out so amazing thoughts and explore it by using so unbelievable forms. However, we talked lots of copyright issue in the tutorial instead of contexts of the Youtube…….mmmmm, I quite understand the issue we have talked about in our class, the copyright problem. Because the publishing is not a big deal anymore, everyone got chance to see themselves on the screen and participate in the screen culture as well. If the videos do not violent to anyone, or corporations it will be last long time on the Youtube, once it relates to copyright issue will be removed out directly. Why the technology supporting of the Youtube website does not set up some kinds of licenses to limit the uploading before it interrupt other people’s ideas, for the audiences will not self-reflect their own actions anyway.
After the tutorial, I surfed the “advertisers: on the website, it shows the advertisers which involved in some specific terms, like “online marketing” or “web marketing”. Yep , it is so reasonable to put the advertisement on the web rather than on the television, we all know the information spread speed in the cyberspace is best choice to access. The World Wide Web is also a platform to make money and get economic profits. Like remfel gave the example in the class, it all can be playground to audiences to become famous and make life better. In light of this problem, I thought even the Youtube is not a commercial platform in some depth at the moment, the potential for it to attract attentions to the universal website will sooner or later. I am waiting to see how the Youtube can face the predictable results and how it will react to it? Hopefully, it can be a exception, it can out of control of the profits force!!
Yanm,
I think the relationship between youtube and advertisers can be brought down to one thing – money.
Well, we may enjoy the videos and all. But the infrastructure needs money to function. Just think of it as if you are running the website. You’d probably like to offer it for free. But someone’s gotta pay for the electricity that runs the servers.
I’m all for advertising in youtube….just non disruptive type please.
The status quo of advertising in youtube is fair enough for both its users and the company. Try to check on the advertisements posted they have good number of viewers, the reason youtube is so successful because commercialism is not obvious enough that we can’t actually feel it until we stumble on related videos on the right side and click commercial clips out of curiosity. That is a clever way to hide an ad.
As one of the fans of youtube I am able to see some clips of interests and even missed out episodes of sitcoms and parts of a movie, seems like everything is viewable in youtube are you enjoying it?
Can anyone remember the song 1980’s Open Arms by the group Journey? now youtube can prove to be a powerful tool to scout people with talents, if interested you can search this on you tube so you can see it and believe I’ll just give three!( I can’t paste the url here so you have to search for it )
search:
Arnel Pineda Journey CBS Sunday Morning Interview
Charice Pempengco:The ellen Degeneres Show Live
Charice on Oprah
now the hosts of these shows acknowledge youtube as where they got these talented people.
Dear Tang, you did a good job.
indeed, whatever, you tube indeed encourage people participate in and be more creative to make good vedios and shared the ideas with others. And in my opinion, you see , your tube still provides us with a good educating and convinenice tool.
As a overseas student, when I study in UWA, i am confused a lot of professional education terms such as research proposal and so on, because of the different educational system between Aussiue and China . so i awlays log in you tube and get some useful information in an easy and direct way in order that i can quikely grab the conceptions and terms. in my opinion, you tube also can be educated sources.
when i write my dissertation right now, i donot know Jeremy wright who is a man or woman, its opinion about business blogs? i just log in you tube to see what’s going on? in a word, i always get what i want in you tube. so it pointed out the sense of participatory of you tube. thank you.
Hi Yanm,
When it comes to relationship between advertisers and You Tube, I have seen a report answering this issue from BBC News. It said, You Tube have a close reading relationship with some famous mass media such CBS and BBC. You Tube encourage those media to make commercial advertisements in You Tube, and those media are its cooperation. So from that news, some of the adverters should be those mass media. This is just a part of advertisers in You Tube.
I agree with Alvin and Benedikte – advertising is an integral part of the Internet, and You Tube specifically. I think that we’re pretty efficient at sourcing the information we require and blocking superfluous information that we see. For instance, can you remember an ad that was posted on You Tube? Or do you just remember the clip?
Rather than questioning whether advertising is right or wrong, we should interrogate its effectiveness and usefulness. This is relevant to Tang’s question about how content is valued. If its ‘value’ is determined only by the number of hits, then I’m afraid I’ve played a part in distorting the data.
Talking about advertising in YouTube, I found one interesting way to incorporate video and advertising in New York Times online (http://nytimes.com). If you want to watch every video in this website, there is a short notice before the video that stated, “Your video selection will play after this short advertisement”. One advertisement usually last up to 15 second. You cannot avoid this advertisement, because it is automatically rolled before your video selection.
I think this is one of the effective ways to incorporate advertisement with video, in the company point of view, although it will probably bit disruptive, in the users point of view. I’m also not sure if this method will work with YouTube, because the type of the video on New York Times.com (i.e news) is different with the type of video on YouTube. And still the question of the content values still the issue here. How do you think if this happen in YouTube guys?
To address Rouli’s question Im not shore it will be very effective to carry out that form of advertisement on You Tube. As we spoke about in class it could have the effect that people would turn of the post before even seeing it because they can not be bothered with the advertisement clip that comes first. On the other hand I think that I personally could deal with having to watch 15 sec. of commercials before watching a given post. Maybe it is all about the length of the advert, I mean if it is not to long it shouldn’t really bother anyone right?
The age website has a similar format of 15 sec ad preceeding the item of interest. It’s enough for me to switch it off! I object on principle to the advertisers banking on my complacency. But then again, as we have already established, my online behaviour is unlike most people.
Well, everytime I see a “your video will be played after this advertisement” type of message… I either close the window straightaway or force myself to watch roughly about 8 – 10 seconds of it (if I think the eventual clip is worth waiting for) before closing it off. Sorry, but it’s just too disruptive sometimes. Besides, I can most likely get the same piece of news elsewhere on the net (with less disruptive ads).
From the small proportion of YouTube users in our class, we can see the reflection of how hard it would be for YouTube to gain the revenue from advertising. All the users seem to try as best as they can to avoid advertisement. ☺
But I think if, hypothetically, YouTube apply one of the method of advertisement, say 15 sec ads before video, all the users will be still access the video from YouTube. They will not totally leave YouTube, since it’s already become the social site for many people. Maybe there will be decreasing number of the users, but YouTube will here to stay for quite a while.