Those Teenagers Sure Love Triscuits in North Dakota…YouTube Unveils More Detailed User Info

For every three videos viewed online, one of those clips is viewed on YouTube. With the understanding that such a consolidation of video viewing on the Internet could provide a wealth of user data, YouTube has introduced a new analytics product. Rather than just being able to access comments, ratings, and total views for each video, the new tool will provide video creators with more information in order to build audiences and improve content. YouTube users that utilize the new software will be able to access the geographic makeup of their video’s audience and a timeline charting content popularity.

With YouTube continuing to operate as an important distribution channel for creative content, the website has faced increased pressure by media companies and advertisers to reveal more data about the viewing habits of its users. According to YouTube product manager Tracy Chan, “With this insight you have a better view and more context around your audience…and maybe some signals that can help your video gain more popularity.” Chan suggested the software could delve further into consumer mindsets, which allows planners to specialize their media plans to exploit geographic and seasonal niches. For instance, if a series of Skittles commercials were viewed at a surprisingly high rate in New Mexico, the new analytic information would signal that the media planner for the Skittle campaign should increase ad frequency in large cities throughout the state of New Mexico. Although the recently introduced analytics tool is still rather limited, only providing geographic info by state and time-viewing data by day, the software is a huge step forward concerning the measurement of consumer activity on the Internet.

Unlike other Net ratings software like Nelsons that must continue trying to solve measurement problems like “click-throughs,” YouTube has the ability to capture the habits of active content viewers. Not only are these viewers given option to make their own cost-free content choices, but they also can be considered captive audiences for the selected content. In addition to such valuable statistical information concerning web viewers, advertisers know that sight and sound provide for the highest potential viewer impact. Rather than having to deal with pop-up ads while reading an online magazine article, it seems that internet users would prefer a twenty second commercial before watching a YouTube video of their choice. All in all, the less-invasive practice will obviously provide advertisers with the greatest advantage. With consumers spending more time online, YouTube analytic software provides a clearer perspective in examining the mechanism that drives the media machine…. consumer insight.

http://adage.com/digital/article?article_id=125965