RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : February 13, 2009

TubeMogul: direct navigation drives video views

Here's an interesting tidbit: it turns out video search engines aren't leading many consumers to online video clips. According to a report from TubeMogul the majority of online video views are driven by social networks or through direct navigation.

by Kristina Knight

TubeMogul is a video deployment and tracking service which can syndicate online videos.

According to the report most videos are found either through direct navigation to a video website (YouTube or Yahoo Video, for example). Nearly half of video views were completed by direct navigation. Recommendations in social network blogs or widgets are also driving video traffic. Also, for site referral it is social networks (80% of traffic) and not search engines which bring consumers to a video clip.

Search engines, it turns out, were responsible for less than 12% of all video referrals. Social bookmark aggregators were responsible for about 3% of referrals and email was responsible for less than 1% of referrals.

For specific site referrals Google led the way (7.19% of traffic), followed by Yahoo (2.12%) and Facebook (1.93%). MySpace (1.55%) and Digg (1.49%) rounded out the top five.

A recent study from PermissionTV found that nearly three-quarters of marketers were planning to ramp up or begin focusing on video for online campaigns. Most of these marketers are looking to create branded content or a video destination, but some are also interested in simply syndication. What this study means for the forecast is that marketers cannot depend on video search engines to lead consumers to video content.

Tags: online video, TubeMogul, video aggregators, video hubs, viral marketing

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.