Facebook Hits 8 Billion Video Views/Day, Challenges YouTube
Did you know?
- More than 1 billion people use Facebook every single day
- 1.39 billion people now use Facebook on mobile devices, including more than 1 billion on Android
- There are 8 billion daily video views on Facebook
- More than 500 million people watch videos on the site daily
- In September 2015, over 1.5M small businesses posted video to Facebook, including native uploads and video ads.
Zuckerberg wanted to make it clear that Facebook is focused on investors, who are focused on advertisers, who are focused on reach – particularly mobile reach. It’s clear that he wants video advertisers to use “views” as a standard metric, even though comparing YouTube views and Facebook video views is like comparing apples to oranges.
Zuckerberg also stated that new video tools for Facebook pages are live, and that the site has been testing a dedicated video section. He confirmed that:
“Over the next few years, video is going to be some of the most engaging content online. And by continuing to innovate here, we have a chance to build the best place to watch and share videos”.
Yep, he just declared war on YouTube, which allows over a billion people to discover, watch and share originally-created videos. The big difference between the two is YouTube focus on helping people discover videos – and YouTube’s Content ID program, which ensures that what gets discovered are “originally-created videos.” Facebook is focused on watching and sharing videos.
Sheryl Sandberg, Facebook’s COO, shared a couple of more nuggets of news. She stated that revenue from mobile ads was up 73% year on year to $3.4 billion and grew 73% year-over-year. That means that mobile accounts for around 78% of Facebook’s total revenue from advertising. So, Facebook is focused on mobile.
“The average American adult spends 25% of their media time on mobile, and Facebook and Instagram together continue to account for over 1 in 5 minutes on mobile in the US”.
Mobile, mobile, and mobile. Get it? Got it? Good. Sandberg stated that Facebook was a good fit for marketers as it has “the best performing mobile ad products, and video is making them even better”. She believes that Facebook video gives the marketer a chance to reach a mass audience, with great cross device targeting and measurement”. “Our third priority is making our ads more relevant and effective. Carousel ads show multiple images, and now videos, and drive 30% to 50% lower cost per conversion than single-image link ads”.
Video marketers are indeed faced with a two-party system. According to eMarketer, global mobile ad spending is expected to be $72.1 billion this year, and Google’s share of this market is projected to be 33.7%, while Facebook’s share is forecast to be 17.4%. And, according to comScore, the Top 6 – and 8 of the Top 9 – apps in the U.S. are owned by Facebook or Google.
Today, some casual observers may mistakenly believe that it doesn’t matter whether you choose YouTube or Facebook video. But, there’s a big difference between YouTube’s and Facebook’s world view of video marketing and video advertising.
Facebook is primarily focused on advertisers. Facebook is focused on views – and says a “view” is reached at the three-second mark whether or not the viewer has even turned on the sound. In contrast, YouTube has a more balanced concern for partners as well as advertisers. YouTube also has a more balanced concern for giving viewers choice over which ads they watch and connecting brands with a more engaged audience. In fact, with TrueView ads, you don’t pay for random impressions or maybe-they-saw-its. The viewer has to choose to watch your video or there’s no charge. YouTube not only urges advertisers to go beyond impressions and clicks, it also offers Google’s Brand Lift solution to help them measure brand awareness, ad recall, and brand interest.
Finally, if you’re looking for a recent example of the impact of video ads, check out this one: P&G’s Gillette generated buzz for its latest razor, Gillette BODY, by targeting a rapidly expanding audience of body-grooming men. With a digital-first strategy anchored by YouTube TrueView ads, Gillette reached millennial males with their “100 Years of Hair” video ad.
The results: over 84% of the 13.5 million total viewers finished most of the video, there was a 211% lift in searches for the Gillette brand, and the video ad generated over 500,000 clicks to buy.
Over the past few years, online video has become an increasingly vital part of the content marketing mix for a huge number of brands. A new study, based on survey results from 350 B2B marketing, agency and management professionals confirms that 73% of respondents believe that video positively impacts marketing results and ROI.
The Web Video Marketing Council, in conjunction with Reelseo, and Flimp Media, has released the ‘2015 B2B Video Content Marketing Survey Results’ which reflects how many B2B brands and companies are using video as a medium for lead generation, and communication. The survey also takes a look at satisfaction levels with the ROI of video marketing, and the barriers to entry that are still considered to be a factor for many B2B video marketing teams.
Respondents to the survey were either actively using video as part of their content marketing strategy, or had an opinion about using video to generate leads, and visibility.
One very interesting statistic from the study was the fact that 63% of brands and companies had been using video as part of their content marketing campaigns for the past 5 years, with 32% of respondents stating that they began using video only in the past 2 years.
What stands out to us, but is by no means a surprise, is that 96% of B2B companies are using video content in some way. The fact that 32% began using video in the last two years goes to show how powerful video is becoming, especially recently.
Furthermore, the top reasons companies are using video come as no shock either… brand awareness and engagement.
Back in 2011, only 6% of YouTube views came from mobile devices. But, things have changed dramatically since then. YouTube views coming from mobile devices jumped to 25% in 2012, rose to 40% in 2013, and increased to 50% in 2014. Today, more than half of YouTube views and 65% of Facebook video views occur on mobile devices.
So, where and when can you reach Millennials? Well, as we learned a couple of weeks ago, you should probably try to be in the right place at the right during one of the micro-moments when they check their smartphones 150 times a day. Yep, whether you start with mobile or your start with Millennials, you end up in the same place.
In October 2014, Google and Ipsos asked 1,519 smartphone owners aged 18- to 34-years-old to keep detailed accounts of all of their online and offline video activity over 24 hours. Respondents had to access video via an app, so the study was limited to Millennials who owned a smartphone in 2014, But that still covered 81% of individuals age 18 to 34. The research found that smartphones were the top device to reach 98% of those Millennials, higher than tablets or desktops. The research also revealed that watching video on a smartphones was less distracting and disruptive for respondents, compared to watching video on a TV. Watching videos was the sole activity for 53% of the mobile video sessions.
Now, home wasn’t the only place Millennials were watching mobile video last year. 34% of mobile video minutes were watched while people were out and about. People watching digital video outside the home were also 1.8x more likely than average to be meaningfully engaged because they were likely to be watching video for active purposes, such as looking for information or exploring a passion. While marketers traditionally sought Baby Boomers’ attention in their living rooms, sitting in front of a television, mobile video consumption by Millennials has changed that dramatically.
Since the research was conducted a year ago, YouTube reports that users are spending more time per session watching videos. On mobile, the average viewing session is now more than 40 minutes, up more than 50% year-over-year. The number of hours people spent watching videos on mobile is up 100% year-over-year. And YouTube’s mobile revenue from advertising is up 2x year-over-year.
So, why did advertisers finally jump on YouTube’s bandwagon? Well, they were probably jumping on the mobile video bandwagon – and YouTube as well as Facebook have both benefited from this trend in the digital video marketing business. Advertisers realize that Millennials are twice as likely to be focused on the content while watching a mobile video as they are while viewing it via a television screen. Mobile truly is the first screen when it comes to this demographic.
This was validated by more research conducted by Google and Ipsos in February 2015. They wanted to see how this enthusiasm for mobile video translated for brands. So, they surveyed U.S. consumers who watch video on various devices. And this year’s research found that people who view videos on their smartphones are 1.4X as likely to watch ads as those who view videos on TVs or desktop computers.
A new study based on feedback from marketers, confirms that video has been found to convert better than other forms of digital content, with 71% saying online video performs better for them than text and images.
86% of those surveyed in the report from Vidyard and Ascend2, “Video Content Marketing: Identifying Metrics and Measuring Impact” also confirmed that they were seeing very positive engagement rates from using video, while 69% of respondents indicated that video had been a good vehicle for lead generation.
95% of respondents to the survey confirmed that video was an important and valuable form of marketing content. The overwelming majority indicated that video was far more important now than it had ever been, with another 32% acknowledging it was somewhat more important. None of those polled (from a pool that were using video as part of their marketing campaigns) said that video wasn’t important to them.
How well does video perform compared to other types of content at generating conversions (sales, downloads etc) for organizations? 71% confirmed that video was better at driving conversions than other type of content, with a further 27% indicating that it held its own. Only 2% of those polled said that video wasn’t performing as well as it should for them.
Brands and companies that are using a combination of self-hosting, and exposure on other websites, like YouTube, are seeing the greatest Return on Investment (ROI) for their video marketing efforts. Only 11% were choosing to host videos exclusively on their own properties, while 43% were exclusively posting content to external platforms like YouTube and Vimeo.
In terms of ROI, publication to a brand-owned property, plus an external portal such as YouTube, provided the best investment return, particularly if there were 51+ videos being created per year.
Todd Gallant Leaves CTV Calgary – Joins BizBOXTV
FOR IMMEDIATE RELEASE : TODD GALLANT
TRACKING A MASSIVE SHIFT FROM TRADITIONAL MEDIA, LONG TIME CALGARY TV WEATHERMAN, TODD GALLANT MAKES THE JUMP TO DIGITAL.
“With the media landscape well into it’s online evolution, I continue to witness the rush of viewers and advertisers, to online media” – Todd Gallant, BizBOXTV
After more than a decade forecasting fronts, Calgary’s Todd Gallant is prognosticating his last day on conventional Television. Todd has been a recognizable face in Alberta for nearly a decade, with Weather Anchor roles at both Global Television and most recently CTV Calgary. As of July 1st, he is stepping away from the CTV Calgary weather wall to take a lead roll at BizBOXTV, an Online Video/TV Advertising Agency, headquartered in Calgary.
“I have been blessed with a wonderful career in conventional, but the time has come to help pioneer a ‘relative’ newcomer to the industry.” Todd will step into the role of CFO & President of Digital Advancement at BizBOXTV, working alongside BizBOXTV CEO, Lisa Ostrikoff. “It’s a thrilling time for BizBOXTV, and the perfect time to move forward with the minds initially involved in it’s conception. The future is bright for BizBOXTV and it’s clients, and I am excited to have Todd working alongside me during this high growth phase.” says Ostrikoff.
“BizBOXTV has, since it’s launch, experienced a steady growth of businesses ready to take the leap into online video. We’re still in the early days of where all of this is going, and I am thrilled to be part of a team that’s pushing the envelope and offering business owners something not seen in this market before” – Todd Gallant
Stay connected to BizBOXTV ~ as it gets set to launch a new and even more innovative phase of it’s business with Todd Gallant.
BizBOXTV is a Video Advertising company with clients across Canada. Lisa Ostrikoff and Todd Gallant launched BizBOXTV in 2009, but shortly after, Gallant had to resign his shareholder position due to competition concerns aired by his then employer. Since then, Ostrikoff has grown the digital media company across Alberta and into other markets in British Columbia and Ontario, along with a dedicated team of talented Video & Brand Journalists. BizBOXTV CEO, Lisa Ostrikoff is also a Business Columnist for The Globe and Mail & Huffington Post. Her Television Media background spans BC & Alberta and includes nearly a decade in various roles including TV News Reporter, Anchor, Video Journalist & Producer.
Tuesday morning, talk show host Dave Rutherford announced via Twitter: “I have just been taken off the air on Corus radio. Message: don’t criticize management.”
The transcript detailing what he said is below… In short, Dave Rutherford spoke out about a inadequacies and lack of resources when it came to providing information to Calgarians about it’s current emergency flood situation:
“We will live with this forever.” The words of Premier Alison Redford. We will live with this forever. That is how profound this disaster has been.
And so it’s our ongoing commitment to keep bringing you whatever we can on the Rutherford show. It’s the only program that is across the province, and therefore we end up covering Edmonton and Calgary and everywhere else that can hear us. Rob Breakenridge’s show is also running in the evening, because his program (is) also province-wide. So Rob’s show and the Rutherford show, the only two programs really that can get province-wide. And I say province-wide because I mean broadcasting into the City of Calgary.
You know, in my 42 years of providing news and information, it has been my commitment, my personal commitment, my professional commitment, to provide as much information as possible, as fast as possible, in all the radio stations I’ve worked for. Including Corus in Alberta, based in Calgary. My first main contact was CHQR radio in Calgary. But through the Rutherford show over the last 20 years we’ve been broadcasting across the province bringing you the latest, the most comprehensive, the fastest, the best — yes I’m going to say it, some of the best — coverage over the past 20 years.
So it is with profound disappointment that I have to tell you that Corus in Calgary has decided to direct resources in places other than information radio. For those of you listening right now in the city of Calgary right now on Corus, and I don’t know how many of you there are, because over the past four days you’ve been relying on information coming through 630CHED (Edmonton station) to bring you up to date on an emerging situation right around you. So I would completely understand if you went elsewhere for your information.
Profoundly disappointed in Corus, which, uh, the Corus management decided to channel their resources that they had to the music stations to get the music stations continuing to play the music. And the resources were not directed at doing everything it seems to me possible to get information on an information radio station.
That’s an opinion, and I’ve been told categorically by management at Corus that my opinion is not being sought. My advice is not being sought and it is not welcome. So that’s fine. Corus management runs the radio stations they can make their decisions. It’s unfortunate the decisions ended up the way they are. And so for the forseeable future, you people in Calgary will be listening to a feed from 630CHED in Edmonton.
And I just want to tell you: the people at both radio stations have made a tremendous commitment to get information to you. They are in a no-win situation. The people working at the radio stations are professionals. They want to get the information out. 630CHED is in a difficult position. They have to provide information to Edmontonians about Edmonton matters. Things that matter to them: traffic, other infrastructure issues. All kinds of civic issues. But they’re going to have to water down their broadcast to provide something to try to keep Calgarians up to date a little bit.
It has been inadequate, it’s been disappointing, and quite frankly I’m… well, I’ll couch my language a little bit. I’m just very upset about it. Professionally and personally. And there are other ways I think information could have been broadcast on 770 but it was not.
And I’m sure that the Shaw family that is a very big part at Shaw, a very big part at Corus, is disappointed as well. We’ll do our part. We’ll do the best we can. We’ll bring you the latest and the most broad coverage we can on the Rutherford program.There are just four of us here, but we’re doing what we can. Coming up…”
Transcription by: http://blogs.calgaryherald.com
Consumers watched 13.2 billion online video ads last month, reaching an all-time high, according to a new report by comScore.
Data from the comScore Video Metrix also showed that over 180 million Americans watched almost 40 billion online content videos in April.
Google Sites came in as the number one online video content property, primarily driven by video consumption on YouTube, with 154.6 million unique viewers in April. Google was followed by Facebook with 627 million, VEVO with 52.9 million, NDN with 45.3 million, and Yahoo Sites with 45.1 million.
Consumers watched 5.1 billion minutes of video ads in April and video ads reached 53 percent of the total U.S. population an average of 82 times during the month. Over two billion video ads were seen on the Google Sites platform. The BrightRoll platform came in second with 2.2 billion. LiveRail, Adap.tv, and Hulu rounded out the top five, with Hulu delivering the highest frequency of video ads to its viewers with an average of 63.
Google Sites also garnered the highest frequency of ad views for the month. Consumers saw an average of 23 ads in April. BrightRoll platform came in second with 14 ad views.
Video music channel VEVO held the top position in the ranking of unique video viewers with 51.7 million viewers. Fullscreen came in second with 37.4 million viewers, followed by Maker Studios Inc. with 33.8 million, Warner Music with 32.2 million, and ZEFR with 28.1 million.
According to comScore’s study, 84.7 percent of the U.S. population saw an online video in April. The average length of an online video was reported to be 5.6 minutes long, while the average length of an online video ad was found to be 0.4 minutes. Video ads accounted for 25.5 percent of all videos viewed and 2.3 percent of all minutes spent viewing video online.
This week, advertisers will sit down with the broadcast TV networks and hash out their “upfront” ad buying deals for the year.
The talks are one of advertising’s huge, dramatic set-pieces. As Ad Age describes it, “possibly as few as 40 people from the networks, agencies and brands will go into backrooms and decide how $9 billion of the $62 billion U.S. TV ad market will be spent next year.”
Networks are expecting, again, to see TV ad spending rise. CBS chief Les Moonves is bullish, and analysts expect the network may get 7-9% price increases. Some believe more than $10 billion will get spent.
Oddly, the networks want those increases even as the viewing audience itself dwindles. Goldman Sachs estimates that 17% of the 18-to-49-year-old demographic simply stopped watching broadcast TV in winter 2012-2013, the New York Times notes.
On its face, this doesn’t make sense: Why would advertisers pay more to get less?
The usual explanation is to do with supply and demand. Although TV’s numbers may be dwindling, it still has a massive audience. And with the fragmentation of the audience across thousands of different online and digital venues, there remain very few vehicles who can reliably deliver eyeballs in the millions, night after night. The supply of big audiences is getting smaller, in other words, and thus prices increase.
But there are signs that this won’t last, and that broadcast TV may be facing a crisis. The Times said:
“The networks are getting picked at from every direction,” said Jessica Reif Cohen, the senior media analysts at Bank of America Merrill Lynch. “This year was the tipping point,” she said, “when the television ratings really fell apart.”
Put that together with competition from Aereo, which reroutes free, over-the-air broadcast signals onto computers and iPads where people can watch TV without paying for cable. News Corp. has already said it will stop broadcasting Fox TV, and go cable-only, if it cannot extract transmission fees from Aereo. (Most people watch “broadcast” TV on cable or satellite, where stations get fees from subscribers.)
It’s not just Aereo of course. It’s Hulu and YouTube and Netflix and a hundred other alternatives to watching TV.
Think about that: The model is so broken that a major broadcaster has threatened to stop broadcasting in order to save itself.
It begs the question: With declining audiences, and dozens of new ways to watch shows without paying for cable, how long with these $10 billion meetings last?
As the owner of a new-media startup, the language I speak is common and easily understood by my colleagues and contacts in related fields. What’s happening around us online and to media in general seems obvious. I have lived and breathed it for years, and I am immersed in it daily.
But what’s happening in the digital space is still very new to many brands and consumers. It’s evident in the blank stares I often get in casual conversations when I share content I read recently, or I bring up the future direction of my business. While I ponder the logistics and inner-workings of online advertising, many others are only aware of what’s put in front of them, and they don’t concern themselves with change until they absolutely have to.
As this digital divide continues to widen and the evolution of media picks up speed, the differences are increasing between business owners who are ready to leap into new online advertising lands, and those who are not. Either they are too scared to try something new or they don’t see the potential, or a combination of both. One of the most common sentiments from truthful business owners who haven’t fully evolved online is this: “When you’ve been doing the same thing for decades, it’s easier to stay the same than to try something new.”
Some forward-thinking clients of mine started allocating good chunks of their marketing and advertising budgets online, and over the past few years digital has become an integral part of their strategy. Others advertise in more traditional mediums, but they are slowly starting to warm up to a small step into the new frontier.
“If people don’t understand this, don’t waste your time,” a client said a few years ago, “people eventually will be forced to get it.” We have arrived at that “eventual” point.
Way back in 2007 – perhaps even earlier – it was predicted that “the Internet is rapidly moving from a ‘text web’ to a ‘video web.’” The stats I would pull to show to potential clients, it turns out, accurately predicted where video would be in 2009, and again to where we are in 2013. It’s actually bigger, better and more diverse than initially thought.
If you want to dip a baby toe into the digital space before taking the plunge, that’s fine, but do it sooner than later. It’s better to start small now than to get left behind forever.
Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV, a Canadian online video production, advertising and social media marketing agency.