Monthly Archives: April 2008

What is a proper “viral video”?

analytics, Digital Media, vquence, , , ,

Many companies are intending to undertake viral video marketing campaigns.

This should come as no surprise, since video is undoubtedly the most effective content on the Web: “People are about twice as likely to play a video, or replay one that started automatically, than they are to click through standard JPG or GIF image ads.”

Even Techcrunch has a thing for dodgy viral video advertising approaches.

The definition of a “viral video” is however not quite clear.

Wikipedia defines “viral video” as “video clip content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites.” This describes more the process through which viral videos are created rather then what a viral video actually is.

I tried to analyze the types of viral videos around to understand what a viral video really is. I found that there are three different types and would like to provide a list of descriptive features of each (leave a comment if you disagree with the types or want to suggest more).

The reason for this separation of types is that if you are a company and want to create a viral video advertising campaign, you need to decide what type of viral video you want to create and choose the appropriate approach and infrastructure to allow for that type of viral video to be successful.

Here are the three types of viral videos that I could distinguish:

popular video

A video that has a high view count (in the millions) – possibly emerged over a longer time frame – is viral because in order to get such a high view count, many people must have been told about it and been directed to go to it and watch it.

A prime example of such a video is the “Hahaha” video of a baby laughing, which is currently at position 10 of YouTube’s Most Viewed of All Time page. I would also put the “Evolution of Dance” video into this category, which alone on YouTube has seen over 81M page view and has therefore the top rank on the Most Viewed of All Time videos on YouTube. This video has some aspects that make it a cult, but I don’t think they are strong enough.

The features of videos in this category are as follows:

  • high page view count
  • not subject to fashion or short-term fads
  • interest for many audiences
  • hasn’t spawned an active community

The reason for the last feature is that a popular video is simply a video that is a “must see” for everybody, but it doesn’t instill in people an urge to “become involved”. This is a bit of black-and-white painting of course – see also how many people created copies of the “Evolution of Dance” – but it is a general feature that applies to most of the audience.

cult video

Videos that become “cult” are not necessarily videos that achieve the highest view counts. They will however achieve a high visibility and almost 100% coverage in a certain sub-community. Such videos are regarded as viral since they virally spread within their target community. Sometimes they even create a community – their fan club.

The main aim of these videos is not a high view count on a single video, but an active community that is highly motivated to have the video be part of their culture.

A typical example is the “Diet Coke and Mentos” phenomenon. I would not be able to point to a single video on this phenomenon but there is a whole cult that has emerged around it with people doing their own experiments, posting videos, discussing it on forums, helping each other on IM etc. There are even fan clubs on Facebook.

The features of videos in this category are as follows:

  • many videos have been created on the same topic, in particular UCG
  • often, it is not clear which was the originating video that started the phenomenon
  • there is a substantial view count on the individual videos
  • not subject to fashion or short-term fads
  • interest for a sub-community mostly
  • has spawned an active community, possibly with their own website

I would use the “Ask a Ninja” series of vodcasts as another example of a cult video. It has a central website and a very active community of fans around it.

trendy video

The term “Internet meme” has been coined for the videos in this category. They are essentially videos that create a high amount of activity around the Internet for a short time, but then people lose interest and move on. They are trendy for a limited amount of time.

A typical example in this category is the “Dramatic Chipmunk” with more than 7M views on YouTube on this one video, and further millions of views on the diverse mash-ups that were created. At one point, it was a “must see” and you had to have mashed it up to be “in”. Now it has been replaced by Rick Rolling – the activity of pointing people to a URL of something but then falsely directing them to Rick Astley’s video of “Never Gonna Give You Up” on YouTube with more than 9M page views.

The features of videos in this category are as follows:

  • videos achieve high page view in a short amount of time
  • audience interest vanishes after a limited time
  • often consists of funny, shocking, embarrassing, bizarre, or slanderous content
  • there is a substantial view count on the video(s) related to the phenomenon
  • creates high user activity for a short time e.g. through mash-ups, remixes, or parodies

Now that we have defined the different types of viral videos there are the lessons for viral video marketing campaigns.

If you want to create a popular video, create a beautiful, time-less video like the Sony Bravia Bunnies ad that everybody just has to have seen. Then make sure to release it on the Internet before you release it on TV by uploading to YouTube and a set of other social video hosting sites. Feel free to complement that with your own Website for the video. Start the viral spread through emailing your employees, friends, social networks, etc and rely on the cool-ness of the video to spread.

Typical Australian ads that have achieved popular video status are Carlton Draught’s “Big Ad” and the more recent VB “Stubby Symphony” ad.

If you want to create a cult video, you should create something that will excite a sub-community and provide the opportunities for the community to emerge. Blendtec did this very well with their “Will it Blend?” videos and website. I actually believe, they should open that Website even further an allow discussion forums to emerge. They could pull all those blender communities at Facebook into their site. OTOH they could just be involved in the social networks that build elsewhere around their brand to make the most from their fan base.

If your video ad is however just meant to create a high audience activity for a short time, you might consider doing a shocking video like the one Unicef created with the Smurfs. Or something a little less extreme like the funny German Coastguard video created by the Berlitz Language Institute.

Ogg DirectShow Filters are searching for a new maintainer

Digital Media, Open Source,

This is not my typical blog post, but if it helps achieve the goal, so be it.

Zen Kavanaugh, who used to develop the Ogg DirectShow filters is not able to continue maintaining these. Therefore, the DirectShow filters are now searching for a new maintainer.

If you develop in Windows and are able to compile, test and package the DirectShow filters that are available from http://www.illiminable.com/ogg/, please consider becoming the maintainer.

At this point in time, there is not much actual development required – just the occasional application of a patch, compilation, packaging and then publication.

This is really important, so if you can help you should really consider stepping forward.

Adding RSS icons to a joomla template

Open Source, vquence, ,

We’re using Joomla on Vquence’s corporate site and wanted to display RSS icons and provide proper feeds for the blogs and news posted there.

The new Joomla 1.5 provides the ability to add to every Menu item that is a Blog List an RSS feed by introducing an rss and atom link tag in the html head tag. However, we wanted to have the RSS icon for subscriptions displayed on the page, too, and that turned out to be not so simple.

Here is the piece of code that we eventually added to our body tag:

<div id="rss" style="float: right;" >
<?php $headData = $this->getHeadData() ?>
<?php if(count($headData['links']) != 0) : ?>
<a href="<?php echo JRoute::_('index.php?format=feed&type=atom', false) ?>"><img src="/images/rss.gif" alt="rss icon"/></a>
<?php endif; ?>
</div>

Fortunately, this also worked for the aggregated planet blog feed we are displaying in Joomla as an article under Team Blog and for which we had to install the CustomHeadTag plugin to add the link tags to the html page head.

Counting the number of links in the Joomla HeadData seemed to be the best way to find out whether or not to add the RSS feed icon. This is in no way or shape optimal or the best solution, but we were unable to find a way to get directly to the parameters of the menu items and query that show_feed_link parameter of the menu item. Online documentation for this type of template work is non-existent as yet.

If anyone has a better solution, leave a comment!

Standardisation in video advertising

analytics, Digital Media, vquence,

It’s great to read at ClickZ that the Interactive Advertising Bureau (IAB) is preparing new format guidelines for video advertising. This includes pre-, mid- and post-roll, overlays, product placement, and companion ads (display ads placed alongside video).

The standard is currently in public comment phase, which closes on 2nd May 2008.

It is good to see that the standard also contains recommendations on the ratio of ad-to-content and on capping the frequency of ads to save the consumer from overly getting swamped with advertising.

The effect this standard will have on the video advertising industry will be enormous. Content publishers will build their websites with these standards in mind and provide generic advertising spaces into which they can then include advertising as required from the appropriate advertisers. Advertisers can create ads that will be re-usable across websites. And video advertising agencies can finally start to emerge that provide the market place for video ads to find their locations.

This is a sign that online video advertising is maturing and more generally that free online video distribution will become more viable for content owners.

For Vquence this is great news since all this new advertising will need to be measured for impact – I expect the need for video analytics will grow enormously. 🙂

Larry Lessig’s last lecture on Free Culture

Open Source,

This lecture is impressive. Larry talks about the war that we (well: the US congress) are inadvertently raging against “our kids”. How we are criminalising a whole generation that express their creativity through mash-up as they use copyrighted content. How these crimes are based on congress decisions that make no logical sense and are only influenced by money. And how this corruption is not just reflected in the problems we have with copyright, but also in e.g. our late reactions to global warming, or in the way in which academia, the medical profession, medical research, and other areas work.

I know it’s a long lecture, so if you just want to watch the main message, download the file and just watch the last quarter. A highly intellectual voice for humanity.