YouTube has announced that they plan on using a Google-like ad model where sponsored videos will appear as part of search results. Some quick reactions:
I’m surprised they didn’t do this before. This is pretty much a replication of the Google model and, given that Google does own them this is pretty much a layup.
I’ll be interested to see who ends up buying really popular searches on YouTube. For example will Toyota be buying “cute kitty” just for reach purposes?
The big question for me is, what are the value-added services YouTube is thinking of here? They already have sponsored pages of sorts, and these ads should go a pretty significant distance in driving traffic to those pages. Also, they know quite a bit about their consumers; will they be able to target these ads on layers outside of search? For example, will I see a different ad for a movie trailer than my wife? Perhaps my trailer will have a lot of explosions and ninjas and hers will have a couple dreamily looking into each other’s eyes? This would sort of be a type of multi-dimensional targeting. This type of targeting would have planning applications as well, much like Google AdPlanner.
Also, are we going to see “YouTube” studios - an online facility that will allow advertisers to make templated videos that will feel like a YouTube video, rather than the 30 second spot they just ran on TV? Finally, are we going to see a full integration of YouTube into Google video? This seems like the first logical step.
Lots of questions. Not many answers. I’m looking forward to seeing how this develops.
I recently sat down with Emma Weisberg of the Google Retail Team to discuss Nielsen Online’s findings on the role of the Internet in consumer research and offline purchasing. In my years doing commerce market research, what I’ve been asked most consistently about is the effect of Web site visitation on offline sales. This question is also one of the most difficult to answer. We pursued this holy grail of online research earlier this year through a combination of online surveys and our Online HomeScan panel. Watch my discussion of the results with Emma below:
An analysis of October buzz for top luxury automakers reveals that key buzz spikes relate to consumer discussion of concept vehicles. Also grabbing consumer attention is the viral video series “Meet the Beckers,” which spoofs Mercedes-Benz, BMW, and Lexus drivers; the first two episodes are among the top cited video links among consumers discussing these luxury brands.
Buzz shows that consumers are also speculating about mergers and takeovers in the automotive world. While several automakers have reportedly been involved in merger talks with Chrysler, a potential Chrysler/GM merger garners the most discussion. Consumers express numerous concerns about this possible merger and approach the topic with skepticism. Some feel both automakers have similar weaknesses and believe the merger would likely result in heavy job cuts. Others are voicing their opposition to the idea of the US government providing a loan to fund the merger.
The other key merger/takeover news making headlines in the automotive blogosphere is Porsche’s increasing its stake in VW. It generates only a fraction of the discussion that Chrysler merger rumors do, and consumer sentiment toward this business move by Porsche is more positive.
If you are interested in a copy of this Monthly Automotive Industry Overview, please contact Larry Black at 562.947.2360 or larry.black@nielsen.com for a copy. We will continue to provide monthly blog updates with news about the latest automotive hot topics. If you have suggestions for topics we should explore in the November overview, these are welcome via blog comments.
Social media continues to grow at a rapid pace. Facebook, for example, enjoyed a 115% increase in unique audience from September 2007 to September 2008 and a 66% increase in online discussion from December 2007 to October 2008.
As some of the largest advertisers in the world, it is important for the automotive manufacturers to understand the growth in this area. When looking at these audiences - and whether they are appropriate for an ad campaign or social media group - it is also interesting to understand what types of vehicles these visitors are more or less likely to own.
Facebook visitors are more likely to own a VW, Audi or Subaru, while myspace visitors are more likely to own a Mitsubishi or Pontiac. Facebook and myspace visitors are less likely than the average Internet user to own a Saab, Lexus, Cadillac or Lincoln .
*Source: Nielsen Online Services: @Plan Fall 2008, NetView US Home & Work; and BuzzMetrics.
The hopes of many Apple fanatics were temporarily dashed last week when a spokesman announced the company has no plans to release new products for the remainder of 2008. While Apple’s annual media events are a reliable launch pad for new iPod and computer models, diehards hold out hope for mythical devices with a laundry list of features and a bargain basement price. For years, this device has been dubbed the “xMac,” following the naming convention of desktop models like the iMac and Mac Pro. While some characterize the Mac Mini as the fruition of these dreams, others hold out hope for a “true” xMac. Speculation always tends to peak at major events like MacWorld and the Apple Worldwide Developers Conference; that continued to hold true this year, as discussion of xMacs peaked during MacWorld San Francisco from January 14th - 18th and leading up to WWDC from June 9th - 13th.
But it appears this buzz trend is changing, as notebook sales in the U.S. now exceed those of desktops. A recent contributor to this trend is the rise of netbooks, full-featured laptops squeezed into petite form factors at low price points. Speculation about an Apple entrant into this new market has quickly replaced xMac discussion, and jumped sharply prior to the recent MacBook event on October 14. While there was no netbook announcement, and apparently no new announcements until 2009, Mac addicts clearly are not abandoning their dreams.
"Connecting the Dots" is a resource for research, insights and commentary on the digital world – including consumer behavior, industry trends and breaking news – all grounded in world-class data and our experience with the world’s top brands. Join us in connecting the dots with your comments and feedback.
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