YouTube to Offer Users 'Insight'

This article has been published in Adweek on March 27, 2008. It showed the fact that advertisers can use YouTube Insight to gauge the popularity of ads in different parts of the country. Google has introduced a free YouTube tool that will provide those who post clips whether they are semiprofessionals or media conglomerates with deeper insights into when, where and how often their videos are viewed.

Using YouTube Insight, publishers can analyze the viewing patterns of individual videos far more thoroughly than in the past, when only total views and users ratings were available. For example, with the new tool, any content producer who posts videos on YouTube can examine which days of the week or hours of the day traffic spikes; which U.S. states account for the most viewing streams; and how long particular clips remain popular.Theoretically, content publishers can use the tool to determine programming strategies. Advertisers can use it to test the popularity of several different ads in different parts of the country. Media planners could use it to gauge their best spending opportunities.

"Effectively, we've become the world's largest focus group," said YouTube product manager Tracey Chan. "There are so many use cases. This really enables programmers and marketers to optimize their presence on YouTube.Total audience reach for an individual videos -- something that many in the burgeoning online video space have been clamoring for is not immediately available. However, Chan said that several innovations to the new tool are already in the works. It's even possible that YouTube Insight could be used to measure video traffic on other sites something that is mostly Nielsen or comScore's domain at the moment. "If there is a strong desire, there is the ability to take it to other platforms," he said. "We're really open." (Adweek is a unit of the Nielsen Co.)

In my opinion, it is a great idea and good for all advertisers. Since YouTube has been incrediblly popular and used by all the users over the world. Using total viwes and users rating is definately helpful for advertiser to get tips for determining programming and marketing strategies. Also, they can gain many ideas and different ads in various countries, moreover, get a chance to research on which type of ads work in which countries. Media planners can take this best opportunity to set plan with correct resource, also it is always opened and updated every moment. It is great start that YouTube is being used for Advertisers and this system should be developed to better way to be providing good scource and opportunity that can be shared in advertising industry all over the world.