The Long Tail of Video

In "The Long Tail," Chris Anderson outlined the untapped audiences that exist beyond mass media targeting. Waves of consumers who participate in niche media and markets, in aggregate, can be greater in size and more valuable than the traditional "mass media" audience.

The same holds true for video as well. When people think of online video, two  sites come to mind: YouTube and Hulu. Indeed, both of those sites have a huge number of videos viewed per user (96 videos/viewer and 26.7 videos/viewer, respectively). However, a comScore study shows that more than half of the online video minutes viewed are being viewed on video sites ranked #26 and higher. The long tail of video site is garnering more than half the total online video viewing.

The important takeaway is that your online video strategy shouldn't begin and end with YouTube. As my colleague Paul Dyer points out, YouTube should be only one part of your video marketing mix. You need to be wherever people go to view video, and that isn't always YouTube.

Nielsen Online TV Ratings

No, not that Nielsen. The Nielsen Company recently announced that they will be integrating online video viewership into its traditional television viewership measurement. This is a valiant effort, if not three years too late.

For one, Nielsen has long been criticized for its less-than-accurate ratings system. I recall heated discussions within Rysher Entertainment (remember them?) when we'd get the overnight ratings back on Entertainment Tonight that varied greatly from the national ratings we'd get a few days later. Further, their sampling size is still grossly underrepresented. With only 25,000 Nielsen "metered market" households representing 114,500,000 U.S. households, 97.8% of American households have no input into what is actually being watched. (Note- I didn't cite the Wikipedia entry here, because I wrote it.) Now Nielsen's plan is to introduce Internet meters in 7,500 of its metered homes. This brings the percentage of online U.S. households not represented to 99.11%. (Calculation note- 74.1% of the U.S. population is online.)

What this means is that television ratings, commercials, brands you see, Christmas ideas, movie openings, auto financing deals, and billions of TV advertising dollars are being decided by data from an incredibly few number of people.

This shortcoming was put best to me by my old boss at Rysher Entertainment. She said that she and her colleague, who were completely different people with completely different TV viewing habits, were seen as equals in Nielsen's eye, simply because they were both caucasian women, mothers, 35-54, in the New York metro region.

The big "however" here is, Nielsen's the only game in town. Literally billions of dollars ride on what they report. And they're doing a pretty darn good job keeping this industry afloat, considering the astronomical costs of running a service like theirs. Imagine if, next April, they said, "Well screw you, then. Figure it out on your own during May sweeps!"