welcome to this installment of hip mojo
joining me in CT more and i’m your host
afghan carbon solution on today’s show
we’re going to talk about the youtube
com score partnership as well as discuss
HP strategic shift in direction in
lightning round we’re going to cover a
lot of topics from youtube disney who
yalla even ashton kutcher so stick
around for that and then in the email of
the week of viewer asks us why we
decided to launch this new show format
so let’s get right to it CT all right on
September 8 2010 so not that long ago I
wrote an article on media posts saying
that YouTube could do four things to
make more money for itself and content
producers and number four was hooking up
with Colin score or Nielsen to basically
share more data on audiences and whatnot
in each YouTube channel partner channels
last week they decided to make that
partnership official with comscore we’re
going to talk about that but before what
do you tell marketers when they say I’m
thinking of marketing on YouTube or I’m
thinking of having a channel with our
content on YouTube well I think there’s
there’s two main ways to kind of
approach YouTube is a marketing channel
the first is a search engine the reality
is its second largest search engine in
the world both in the US and without so
right there if you want to help content
be found if you’re very brand sensitive
in terms of managing your brand or your
reputation it’s definitely a channel you
should be exploring and looking at on
the other side there’s the more brand
style initiatives more like advertising
you can just think about the old spice
guy most recent success owned YouTube
for for quite a while but then last
month alone between VEVO and Warner
Brothers channels they got almost sixty
percent of American views on all of
YouTube which is huge so yeah it’s it’s
a pretty big marketing channel but as a
content creator do you see it as a
serious channel to push out your content
I think YouTube is the greatest platform
ever for content providers and I think
it’s the best advertising platform ever
known to mankind I know investors get
very giddy around Twitter and Facebook
as platform plays and perhaps so but I
think YouTube is far and away a unique
and i’ll explain main reason why i
consider watchmojo unlike the third wave
of content providers in the new media
space the first ones were the pop coms
late 90s way ahead of the curve no one
had brought Ben that was Steven
Spielberg’s project the second wave of
content producers on the internet where
the mania
the heavy so starting to produce content
but having to build their own
infrastructure and their own web
properties writing technology that’s it
ripe one through 45 million dollars of
venture capital before shutting down so
we and their revision threes and the
next new networks when they still
produce content and many others we
basically had the magical YouTube
platform to leverage so I think for that
reason it’s a great platform for both
content owners and advertisers I do
think though that this YouTube comscore
partnership is a game-changer now over
time I don’t know if it’s more of a
small step for YouTube giant step for
content providers or vice versa but it
changes the game because right now we
can’t really convince marketers that we
have this audience just by telling them
they could take our word for it but I
mean now we have the data through
comscore so I think this is a game
changer well I think of anything it’s a
giant step for marketers because YouTube
is essentially outsource that that
transparency component that they
actually need to convince markers
because it’s one thing to tell
advertisers who want to buy impressions
on YouTube you know this is what the
channel gets but to actually be getting
those numbers from comscore well in this
case comscore gives them kind of that
added trust it makes them a little bit
more willing to to probably invest a few
bucks yeah the only sort of thing I’m
worried about as a content provider is
when you run an owned and operated
property you know about the comscore
Nielsen discrepancy and that’s almost as
high as 67% where you could get 1
million uniques and basically comscore’s
going to give you 300,000 uniques and
that applies to big small and medium
sites so that is the big concern if
we’re going to get let’s say a million
unique users on our youtube com / watch
module channel but comscore is going to
give us two hundred thousand I won’t be
as happy but like I said as a content
provider who’s been waiting and pushing
YouTube to give us you know the plateau
right to sell ads and to share revenue
and they’ve done all that you have to
look at the force through the trees and
the big picture here is this is a great
great step the other thing you mentioned
YouTube is a search engine let’s draw
the parallel healer here between youtube
the video sort of ecosystem and the
Adsense ad words ecosystem that made
Google so much money i think this
finally allows youtube to really go very
open they’ve actually been always very
open with the embed code and a given
content providers or right to sell but
now they’re going to let us the content
providers with our sales team going to
adage
season say look evangelize not just
online video but YouTube and basically
push more inventory so you’ll be able to
push ad space on your own channel we’ve
always had that we’ve had that right for
a while we were one of the first ones to
get it but now we get the transparency
at the con score level which we never
did so youtube rumors are that they sell
only ten or twenty percent of their
channel of their impressions inventory
ad impressions because there’s so much
volume what this does is that you know
if last week if you wanted to reach the
video game audience you went on Nielsen
or comscore and you saw that IGN com for
example my employer had a lot of that
audience now you could find out that
machinima for example has a youtube
channel with a massive audience that is
into video games so I think it’s a game
changer but we’ll see whether or not
again this is something that is going to
be you know lots of obstacles and
hiccups or they’re going to pull it off
so I think for big branded content
producers though where there might be a
huge opportunity and they’ll have to you
know do the cost-benefit analysis to
figure out if it works but to go back to
the vivo and the Warner’s brother things
these guys are serving up almost sixty
percent of views in July of 2011 last
month if they could actually buy out
their own advertising space to kind of
keep that user within their brand
experience constantly I think there’s a
huge there’s a huge opportunity there I
tell you if they could but I might be
violating my non compos ER with YouTube
Google so we’re gonna take a short break
come back and start talking about
hewlett-packard which made the biggest
strategic shift in the company’s 60-year
history
joining me in CT more and i’m your host
afghan carbon solution on today’s show
we’re going to talk about the youtube
com score partnership as well as discuss
HP strategic shift in direction in
lightning round we’re going to cover a
lot of topics from youtube disney who
yalla even ashton kutcher so stick
around for that and then in the email of
the week of viewer asks us why we
decided to launch this new show format
so let’s get right to it CT all right on
September 8 2010 so not that long ago I
wrote an article on media posts saying
that YouTube could do four things to
make more money for itself and content
producers and number four was hooking up
with Colin score or Nielsen to basically
share more data on audiences and whatnot
in each YouTube channel partner channels
last week they decided to make that
partnership official with comscore we’re
going to talk about that but before what
do you tell marketers when they say I’m
thinking of marketing on YouTube or I’m
thinking of having a channel with our
content on YouTube well I think there’s
there’s two main ways to kind of
approach YouTube is a marketing channel
the first is a search engine the reality
is its second largest search engine in
the world both in the US and without so
right there if you want to help content
be found if you’re very brand sensitive
in terms of managing your brand or your
reputation it’s definitely a channel you
should be exploring and looking at on
the other side there’s the more brand
style initiatives more like advertising
you can just think about the old spice
guy most recent success owned YouTube
for for quite a while but then last
month alone between VEVO and Warner
Brothers channels they got almost sixty
percent of American views on all of
YouTube which is huge so yeah it’s it’s
a pretty big marketing channel but as a
content creator do you see it as a
serious channel to push out your content
I think YouTube is the greatest platform
ever for content providers and I think
it’s the best advertising platform ever
known to mankind I know investors get
very giddy around Twitter and Facebook
as platform plays and perhaps so but I
think YouTube is far and away a unique
and i’ll explain main reason why i
consider watchmojo unlike the third wave
of content providers in the new media
space the first ones were the pop coms
late 90s way ahead of the curve no one
had brought Ben that was Steven
Spielberg’s project the second wave of
content producers on the internet where
the mania
the heavy so starting to produce content
but having to build their own
infrastructure and their own web
properties writing technology that’s it
ripe one through 45 million dollars of
venture capital before shutting down so
we and their revision threes and the
next new networks when they still
produce content and many others we
basically had the magical YouTube
platform to leverage so I think for that
reason it’s a great platform for both
content owners and advertisers I do
think though that this YouTube comscore
partnership is a game-changer now over
time I don’t know if it’s more of a
small step for YouTube giant step for
content providers or vice versa but it
changes the game because right now we
can’t really convince marketers that we
have this audience just by telling them
they could take our word for it but I
mean now we have the data through
comscore so I think this is a game
changer well I think of anything it’s a
giant step for marketers because YouTube
is essentially outsource that that
transparency component that they
actually need to convince markers
because it’s one thing to tell
advertisers who want to buy impressions
on YouTube you know this is what the
channel gets but to actually be getting
those numbers from comscore well in this
case comscore gives them kind of that
added trust it makes them a little bit
more willing to to probably invest a few
bucks yeah the only sort of thing I’m
worried about as a content provider is
when you run an owned and operated
property you know about the comscore
Nielsen discrepancy and that’s almost as
high as 67% where you could get 1
million uniques and basically comscore’s
going to give you 300,000 uniques and
that applies to big small and medium
sites so that is the big concern if
we’re going to get let’s say a million
unique users on our youtube com / watch
module channel but comscore is going to
give us two hundred thousand I won’t be
as happy but like I said as a content
provider who’s been waiting and pushing
YouTube to give us you know the plateau
right to sell ads and to share revenue
and they’ve done all that you have to
look at the force through the trees and
the big picture here is this is a great
great step the other thing you mentioned
YouTube is a search engine let’s draw
the parallel healer here between youtube
the video sort of ecosystem and the
Adsense ad words ecosystem that made
Google so much money i think this
finally allows youtube to really go very
open they’ve actually been always very
open with the embed code and a given
content providers or right to sell but
now they’re going to let us the content
providers with our sales team going to
adage
season say look evangelize not just
online video but YouTube and basically
push more inventory so you’ll be able to
push ad space on your own channel we’ve
always had that we’ve had that right for
a while we were one of the first ones to
get it but now we get the transparency
at the con score level which we never
did so youtube rumors are that they sell
only ten or twenty percent of their
channel of their impressions inventory
ad impressions because there’s so much
volume what this does is that you know
if last week if you wanted to reach the
video game audience you went on Nielsen
or comscore and you saw that IGN com for
example my employer had a lot of that
audience now you could find out that
machinima for example has a youtube
channel with a massive audience that is
into video games so I think it’s a game
changer but we’ll see whether or not
again this is something that is going to
be you know lots of obstacles and
hiccups or they’re going to pull it off
so I think for big branded content
producers though where there might be a
huge opportunity and they’ll have to you
know do the cost-benefit analysis to
figure out if it works but to go back to
the vivo and the Warner’s brother things
these guys are serving up almost sixty
percent of views in July of 2011 last
month if they could actually buy out
their own advertising space to kind of
keep that user within their brand
experience constantly I think there’s a
huge there’s a huge opportunity there I
tell you if they could but I might be
violating my non compos ER with YouTube
Google so we’re gonna take a short break
come back and start talking about
hewlett-packard which made the biggest
strategic shift in the company’s 60-year
history
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