Feb 09

According to a recent study done by comScore, social networking is ranked as the most popular content category for worldwide engagement, with market penetration of 85 percent in 41 out of 43 markets. That’s a pretty powerful statement to soak in, yet comScore continues to dissect the data even further in their 69 page whitepaper labeled It’s a Social World: Top 10 Need-to-Knows About Social Networking and Where It’s Headed.

Image courtesy of vabulous.com

Data was collected from 2 million people and sourced from 171 countries with data reported specifically for 43 countries. Social media sites like Facebook, Twitter, Tumblr, LinkedIn, MySpace, SlideShare and many more were included in the analysis.  We realise not everyone has the time to read the entire report, so the top 10 noteworthy trends and points to consider are highlighted for convenience below.

#1. Social networking is the most popular online online activity worldwide. That translates to 19 percent of all time online. To break that down even further, it means that 1 in every 5 minutes is spent on social networking sites globally.

#2. Social networking behaviour both transcends and reflects regional differences around the world. Although social networking engagement varies per country (93 percent in the U.S. compared to 53 percent in China) it is pretty safe to say that in general, over half of local online populations are actively using social media.

#3. The importance of Facebook cannot be overstated. Not surprisingly, Facebook (launched in 2004) reaches more than half of the world’s global audience (55 percent) and accounts for approximately 3 in every 4 minutes spent on social media and 1 in every 7 minutes spent online around the world.

#4. Microblogging has emerged as a disruptive new force in social networking. This is in large part due to the Twitter phenomenon that began to emerge significantly in 2009. Twitter now reaches 1 of 10 internet users worldwide and grew 59 percent in the past year.

#5. Local social networks are making inroads globally. Most of the Top 20 social networking sites may be based in the US, but in many cases the majority of the audience now reside outside of the U.S. For example, LinkedIn’s highest market penetration is from the Netherlands.

#6. It’s not just young people using social networking anymore – it’s everyone. In the last 18 to 24 months since comScore released this report the audience has been quickly changing from young to everyone. In fact, the fastest growing age segment is the over 55 crowd.

#7. ‘Digital natives’ suggest communications are going social. Social networking is the norm for digital natives between the ages of 15 and 24 that have grown up with the internet. In fact, most communication is now over social media versus email and mobile. The highest average engagement worldwide is with this age segment, which is an important indicator for the future.

#8. Social networking leads in online display advertising in the U.S., but lags in share of dollars. Social networking sites account for 1 in 4 U.S. display ad impressions. However, even though more than a quarter of ads are seen on social networking sites, they only attract 15 percent of U.S. display ad dollars.

#9. The next disrupters have yet to be decided. Social networking audiences gradually shifted from MySpace to Facebook who has remained on top for several years. Google+ is showing traction as it surged to over 25 million users in less than one month, which is the fastest any social networking site has grown, but whether it continues its popularity remains to be seen. However, the numbers are still impressive considering it took Facebook 36 months and Twitter 33 months to gain that kind of audience.

Social sites to keep an eye on are microblogging sites such as Sina Weibo, Tumblr, and Badoo. Social content-sharing site Pinterest’s engagement skyrocketed 512 percent over the course of six months in 2011, which is a sign of the overall increase in social media interest in general.

#10. Mobile devices are fueling the social addiction. Mobile devices represent the future of social networking from a technology point of view. In October 2011, one third of the U.S. population accessed social networking sites on their mobile phones at least once a month. Across the five leading European markets of France, Germany, Italy, Spain, and United Kingdom, that number was nearly 25 percent.  Of special note is the increase in smartphone usage and popularity of tablets as an influential factor on  mobile social media engagement.

To Conclude

If social media is here to stay, then it’s imperative for brands to determine which social networking sites are relevant for its customer segments. ComScore’s report talks a lot about the numbers which indicates which social networking sites are the most popular, and therefore the minimum to be engaged.

However, there are social networking sites that are segment specific, indicating the ever growing fragmentation of social media. In fact, additional research suggests the number of  mentions or likes doesn’t necessarily determine the popularity of a brand, but dispersion amongst the various social networking sites does. In other words, the wider and broader the discussion of a brand or campaign within online social media, the more likely it will become popular (Source: avc.com). Something to consider for the ever evolving social networking strategy.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

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Jan 12

There have been no shortage of Google+ articles in the past few days talking about Google’s latest moves to take over social or rather, become more social.  Which prompted a relevant question. Where are videos most seen online? Social networks like Facebook and Twitter or via search engines like Google and Yahoo? Additionally, how many video views are active versus passive? Meaning, direct searches for a video (active),  compared to views through eWOM (electronic word of mouth), or independent video discovery (passive).

Image courtesy of thebizcoachblog.com

We have blogged up to our eyeballs in the past about how online video enhances the online viewing experience. Drawing the consumer into a more engaging experience and eventually deeper into the sales cycle. In case you have missed those blogs, here are a couple to bring you up to speed: Gain Competitive Advantage with Online Video and The Power of Video. This is good context to have when discussing the active versus passive views, as mentioned above. One can assume it’s the passive viewer that gets pulled unintentionally into the sales cycle, and also the viewer we are typically referencing when we encourage the influence product and brand video has on the average online consumer.

However, when it comes to overall numbers it appears that search has long been the leader in online video views (Source: ReelSEO), as indicated by a Q1 & Q2 2011 study by Brightcove and TubeMogul. According to this report, when it comes to referral traffic, video discovery by Google search was up 3.7% quarter over quarter with Facebook down in the 2nd quarter. It is worth noting that this report only covers two quarters and one piece of the puzzle. Referral traffic, or eWOM. Direct video views and passive video views are still a mystery to be found by other studies.

What we do know though, is Google’s YouTube still draws the most viewers month after month (eMarketer Whitepaper). That means, there may be no search versus social debate after-all, as Google seems to have both covered.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

 

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Oct 06

Burberry’s Spring/Summer 2012 runway show in London last week and the subsequent media buzz and participation they received afterwards, raises once again, the idea of brands becoming more and more like media companies. This concept was discussed after Sean Corcoran, an analyst at Forrester Research made the distinction interactive marketers need to increasingly make between Owned, Paid and Earned Media when determining their online strategies.

Image courtesy of Burberry's YouTube Channel

Owned media includes things like a company’s website, blog, or Twitter account. Paid media includes any sponsorships or advertising campaigns, and Earned media in the traditional sense is PR and quickly evolving into viral word of mouth promotion made by customers predominately on social media networks like Facebook. According to Corcoran, “earned media is often the result of well-executed and well-coordinated owned and paid media ” (blogs.forrester.com, 2009).  One look at the way the latest Burberry runway show was communicated across Twitter and broadcasted on their website via live stream is proof of that concept in action.  According to their Chief Creative Officer, Christopher Bailey: “Burberry is now as much a media-content company as we are a design company ” (mashable.com, 2011).

Brands are waking up to the possibilities of their digital assets and using them to broadcast their message using the latest forms of technology.  Take Ralph Lauren, for example. In 2009 they produced an online-only fashion show for their Rugby brand that allowed the average viewer to see looks in real time, for the first time.  One might say that the company, under the influence of David Lauren, has been leading in this space for some time. “Our intention was never to launch a website,” David says, Our intention was to build a media brand ” (fastcompany.com, 2011).

The message is coming through loud and clear. Whether it is a 3D holographic runway show in Beijing (Burberry), a 4D light show on Madison Avenue (Ralph Lauren) or an e-commerce initiative for iconic red carpet gowns (Roberto Cavalli) brands are realising the power of digital and utilising it to earn media exposure.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites, apps and . Our content is available on MSN,, IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online . We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

May 09

Results-Oriented Digital and Social Media Strategies is the title of the iStrategy conference taking place in Amsterdam this week Wednesday and Thursday, May 11-12. iStrategy is a digital media conference for companies that believe the success of their business involves a sound digital strategy. Topics can span all digital media channels and explore various online business models. Given the increasing interest in this space as indicated by the last post, chances are the attendance will be notable.

iStrategy has four regional event locations in North America, Europe, Australia, and Asia where conferences are held a couple times a year. The most recent conference was in San Francisco in April and the  next one after Amsterdam will be in Melbourne. Preview Networks continues our participation in the conference from the US to the EU by engaging the crowd with the competitive advantage video content can provide from the brand perspective.

Titled “The BRAND New World” the session (16:40, Day 1) will highlight the opportunities, potential risks and pitfalls of content creation and distribution in the digital age. We will help brand marketers explore the new media and marketing paradigm, the video content value chain and distribution eco-system, and most importantly, help understand the strategic thinking and key concepts of the new role for brands as the content publisher and owner in the new media age.

Tickets may still be available!  If you aren’t able to attend, following the iStrategy updates via Twitter is the next best thing.  As always, we’ll keep you posted @previewnetworks.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites,  apps and . Our content is available on MSN,, IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online media. We work with more than 300 companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

 

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Apr 19

Every once in a while you come across a video online that is so entertaining or innovative that you just have to share. There are clear cut categories. Those that are amateur (like the talking twin babies video) and those that are professional (like Tipp-Ex correction fluid) mentioned in a previous post last Fall.

The exponential increases in video consumption online can be explained a couple ways. As humans, we are visual people and tell our friends and family when we find something of interest.  What used to be known as good ol’ word of mouth has now gone viral via Facebook and Twitter. It has never been easier to find and share things with our friends and family online.

The latest and greatest video marketing campaign out there yet according to VideoNuze is the Desperados tequila flavored beer ad. I’m not 100% sure I will try it, but I have already shared it, and give them huge credit for their innovativeness. This is another example of well done interactive advertising with an excellent integration of Facebook and Twitter. Another great interactive ad was the movie campaign for The Expendables.

So whether you are office supplies, an emerging flavor of beer, or blockbuster movie release, having an interactive video campaign gets your brand noticed socially and virally. Taking it to the masses however, requires structured distribution.  Check out more fun viral campaigns.

About Preview Networks

Preview Networks is ’s largest preview distribution network. We serve websites, apps and . Our  is available on MSN, , IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 1,500 other online media. We work with more than 300  companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

 

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Nov 08

According to a Q2  report by Brightcove and TubeMogul labeled “Online Video & the Media Industry”, the most referred video online came from the social networking sites Facebook and Twitter.

Not only that, but social network viewers watched video longer compared to viewers who were referred to video from search sites such as Google and Yahoo! One minute and 47 seconds to be exact, whereas Google viewers watched video for one minute 34 seconds and Yahoo! for one minute 27 seconds.

Word of mouth is long believed to be one of the best ways to get information and in an article by MediaPost News, Jeff Whatcott of Brightcove was quoted saying: “It used to be all about search.  But Facebook and Twitter are becoming significant traffic drivers, since social networks are increasingly how people are discovering video.”

Speaking of video referral traffic, Facebook is growing at an average monthly rate of 48% and Twitter at an average of 38.7% followed by 35% for Yahoo! and 15.5% for Google, according to the Q2 report.   At this rate, it is projected that Facebook (currently at 7.9%) will surpass Yahoo! (16.8%) and be second to Google (40.1%) for overall video streams by the end of the year.

A prediction many are sure to keep their eyes on.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites, , mobile apps and internet TV. Our content is available on MSN, MTV, Brightcove, IMDB, , The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 1,500 other online media. We work with more than 300 entertainment companies including Sony, Fox, Disney, Warner, Universal, and Paramount. Learn more on previewnetworks.com

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Aug 02

Last week there was buzz on the web about Twitter incorporating a new setting called “Tweet Media” that would allow photos and videos in the stream of text only available today.

Later that setting was removed and a statement was released from Twitter indicating it was a “small test of a potential consumption setting for inline media.”

It will be interesting to see what develops in this space and we are very excited for the potential it could provide.   Being a video content distribution company ourselves, with a network of over 1500 media, it’s a perfect time to continue those conversations we’ve already begun with our friend Twitter.

However, we’re very interested to hear how the average user feels about this development.  If you’re an avid Tweeter, leave your comments!  You can keep up to date on the latest developments here, courtesy of Mashable.

About Preview Networks

Preview Networks is the largest international preview syndication network serving web, and in ten markets in .   Preview Networks is available on MSN, MTV, Brightcove, IMDB, The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 1,500 other online media.  We work with more than 300 entertainment companies.  Learn more on previewnetworks.com

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