A while ago I was having a chat with someone from FlashTalking who are a company which like making online banner ads a bit exciting and sexy when at all possible as well as charging advertisers reasonable bandwidth costs for the pleasure of using their internet pipes to make the banners come to life in vivo. With glazed eyes, I spoke at length about how funny it would be if we could make an online banner ad that actually pulls in a YouTube video dynamically, so when people click on the ad/hover over it, it begins to play.
"So whut? I seen videos in banners before" - The key thing isn't the video. Its the +1 count on YouTube that's good - and also the fact that you don't pay for Rich Media adserving as the bandwidth being used is YouTube's (Snootch)
The trends on YouTube are subject to many factors ranging from genuine WOM generated by things like Britain's Got Talent, to the 'featured videos' to simply watching what other people are watching. The 'most viewed' list being a bit of a holy grail for advertisers in the knowledge that if you manage to hit the top results on 'most viewed', that you've achieved the video equivalent of reaching positions 1 to 3 in Google (a.k.a you're going to increase your site traffic/views a lot for the time that you can hold that position).
The effect of popular stuff getting more popular by being popular in the first place (concise no?) has been named by someone else more cleverer than me. It is called 'Cumulative advantage' and you can read more about it here (thanks Faris for the tip).
This type of ad format will no doubt only work a couple of times (if at all) as YouTube/Google reserve the right to cease certain services/charge for bandwidth costs if people send high amounts of traffic to their services for commercial reasons.
As video ads need to be rollover/click to initiate - we're subject to digital banner interaction rates (approx 5%) for the success of the campaign. However if you buy a Yahoo! and MSN homepage takeover - you should get about 1 million video views (in a day) which should see your video firmly in the 'most viewed' list on YouTube for about a month which should in turn generate another couple of million 'natural' views. I'm not saying you should go out and buy homepage takeovers just to try this out - but if you ARE going to be buying them anyway, why not maximise your ROI in this age of 'where the money at?' by using this type of ad format?
This isn't a replacement for creating genuinely good content which may in turn spread virally across the internets - its just a cheeky way of making bog standard video go nuts on YouTube for a while.
-tobeconfirmed-
I Made This™
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