It’s Time to Monetize YouTube

According to AC Neilsen, 119 million Americans watched video online in May.

And, they watched a lot.

In just one month, they watched 7.5 billion video streams.  The number is staggering.  Billions of streams in just one month.

And, YouTube got most of them.  Its 74 million unique viewers watched 4 billion streams.   

For comparison, Fox Interactive Media was a distant #2 with about 329 million streams watched.  

Yet, even with its huge audience and multiple views, Google is making less money from YouTube in a month than the Superbowl makes with just 7 commercials.

This is crazy.
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Tinkering

In his brilliant book, The Black Swan, Nassim Taleb tells the story of the happy turkey just a few days before Thanksgiving.

The turkey only knows happiness. Every day of its life, it has been fed, pampered and catered to by human beings. Based on the experience of its entire life, the turkey expects things will never change.

The day before Thanksgiving, the turkey learns the same thing that executives in the record business learned – that ‘the same hand that feeds you can be the one that wrings your neck’.

Taleb uses the story to remind us that it is dangerous to assume that the future will look like the past – especially when a technological game changer enters the picture.
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YouTube is MTV

On YouTube, the ‘most viewed’ videos of all time have huge audiences.  The Top 2, Evolution of Dance and Avril Lavigne’s Girlfriend have each been viewed over 90 million times.  These numbers are amazing by themselves. But it doesn’t stop there.  Videos by Rihanna, Timbaland, Alicia Keys and Chris Brown have each been viewed over 50 million times.

Among the top 10 of all time on YouTube, 7 are focused on music – and, they total a staggering 673 million views.  That’s over half a billion – for just 7 videos.

It looks like YouTube is the new MTV. 

As TV morphs around the Internet, I’m keeping an eye on the advertising models that are emerging on platforms such as Veoh,  Joost,  Hulu and even the moves by Slingbox.   

If I were a TV or cable network, I would be working hard on YouTube and Online cross-promotion strategies.

And, if I were YouTube, I might be telling advertisers about  videos that get 90 million views –  which is pushing Superbowl territory.

Is Content Really King?

The word ‘content’ gets tossed around a lot, especially in new media. And, like anything that gets tossed around, it gets beat up.

Which is why I began to wonder – who said ‘content is king’ and is it true? If it’s true, what does it mean to your business? If it’s not true, where should you put your focus?

Everywhere you look or listen, there seems to be more content than you can ever consume. There are over 50,000 new books a year published in English. In January 2008, 79 million users made 3 billion video views on YouTube and 10 hours of video are added every minute.

There are over 10 million blogs in the US alone – even if most of them hardly get read. Cable TV has thousands of programs that often get tiny audiences.

It seems like there is no shortage of content. So, who’s really king?
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Taran Swan on Entrepreneurship

The Media Fix’s Taran Swan regularly works with business leaders helping them find and develop business opportunities through the power of entrepreneurship.

Listen to the audio file in the YouTube posting above or click here to view the Radcliffe Conference speech on Women, Money and Power: Entrepreneurship in Contemporary America (9:22)

Don’t Make Me Think

Confusing signIt still surprises me that there are so many bad websites out there – especially since some designers act as if there is nothing new left to learn about design.

To me, a bad site is one where you don’t know where to start when you land on the home page and where the graphics don’t help you make decisions about what to click on.  Even a big consulting company like McKinsey could use some help.

That’s why I’m still a big fan of Steve Krug and his wonderful ‘basic’ book on Website design called Don’t Make Me Think.

His common sense thinking is focused on ‘usability’ – how customers or visitors ‘use’ your site.  And, he suggests that many sites are too complex, too difficult to navigate and too hard to figure out.

In his book, he says that when someone visits your website, they start by scanning the page and then click on the first ‘reasonable’ option to get them closer to what they want.  He calls this action ‘satisficing’ -a word coined by Herbert Simon – meaning to suffice and/or satisfy.

He suggests that every web site should be subjected to ‘usability testing’ — an inexpensive, powerful way to root out the obstacles in a site while highlighting what’s really useful.

It’s gritty, real-world research.

Whether you just started building a web site or you’ve been designing sites for years, Don’t Make Me Think is a valuable tool.

How To Improve Google

What’s not to like about Google?

It’s simple, you always get some kind of answer and almost everyone uses it. Usually, you get an answer on the 1st page.

But, what if you don’t get an answer that helps you right away?

If you’re like me, you have to start searching again and again – which can be very frustrating.

That’s why I wish Google would check out Clusty. It’s not as big as Google or as deep. But, it’s interesting – because it ‘clusters’ answers, providing another ‘filter’ to make your search easier.

On Google, if you enter your name, you’ll get a list of the most visited sites that include it.

On Clusty, your might find choices that might differentiate your professional skills, golf tournaments you have played in or articles you have written.

Clustering might provide an edge in behavioral targeting, the much touted ‘next generation’ of internet advertising which attempts to link a consumer’s ‘behavior’ (such as the pages they visit in searching for a new Audi) to more effective and targeted ad displays.

A more differentiated search is a powerful tool. Google might want to try a Beta version.