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Tag: content

Why the Verticalization of Social Video Content is Crucial to Group Nine

Why the Verticalization of Social Video Content is Crucial to Group NineGroup Nine hasn’t created a small handful of “general interest” destinations around each of its brands, it has created them around genres. It isn't fragmenting its brands; it's segmenting them.

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How Jukin Media is Leveraging Original Video Content After Viral Success

How Jukin Media is Leveraging Original Video Content After Viral Success

Here at Tubular Insights, we’ve covered a lot of digital video executives and professionals in our “Day in the Life” series. Experts from the Weather Channel to the BBC have weighed in on what their days are like working in the video industry, and how they managed to grow successful YouTube channels and develop killer video strategies. But now, one of the brands we featured in a previous “Day in the Life” post has perked our interest, as it’s standing at a very interesting crossroads in its day-to-day operations.

Jukin Media, a publisher known for its viral video licensing and distribution business model, has launched its own production studio and announced its intentions to delve into original content. What will that look like when the brand is so closely tied to user-generated content and popular YouTube channels like FailArmy and The Pet Collective? We asked Jukin Co-Founder and Chief Creative Officer Josh Entman to shed some light on this new initiative.

Jukin Media and Original Video Content

Tubular Insights: What are your primary responsibilities/goals each day, or your new responsibilities as they pertain to the original content production push?

Josh Entman: As Chief Creative Officer, I oversee all creative development for the company, which includes franchises on our owned-and-operated properties, branded entertainment and commercial productions, and original episodic series for TV and digital.

TI: Can you give a breakdown of the original content push and how this ties into your newly-announced production studio? We’re mostly curious about how these initiatives evolve/change or compliment your current business model of viral video licensing.

JE: If you look at the core function of our business from day one – to source and acquire user-generated video content – nothing has ever changed. We have been, and always will be, at the epicenter of social video content. But, what we’ve done really well, and perhaps what’s gotten lost in the external buzz around our popular viral videos, has been our ability to utilize UGC videos in the creation of longer-form programming.

We’ve always emphasized the importance of owning the entire lifecycle of a video, from discovery to distribution. Certainly I believe we’re the gold standard when it comes to those functions. But I’m just as bullish about our ability to craft original stories captured by everyday individuals. That’s what this is about.

TI: How did Jukin decide to move forward with its own production branch?

JE: Many people don’t know it, but we’ve been producing content for a long time. We’ve always looked at our original content/production business as being defined by the following: IP ownership, global distribution, audience segmentation, and conveying narrative through the lens of users.

We’re extracting user stories and packaging them in ways that resonate with audiences. Because of our core business, we have access to the most amazing library of source material and a direct relationship with every content owner we represent. I think that sets us apart and puts us in a unique position to challenge the status quo and offer a new perspective on how this content should be developed and programmed.

TI: What statistics can you provide on how popular Jukin’s content is, and how that may have tied into the decision to make original content?

JE: As we’ve grown the business, we’ve done an amazing job at cultivating a global community around user-generated video. With over 70 million fans and 2 billion views per month, it’s a natural progression of the entertainment we provide across social media every day. Just as our audience has evolved, so has our desire to offer them premium content experiences.

We’re not going to suddenly change and start investing massive amounts of money into costly productions without a return. It’s not who we are. We invest in people to make this happen. Without them, I’m just drawing up blank ideas on a whiteboard.

User-based storytelling is what drives global communication. It’s no longer an option, but a necessity to operate and connect amongst your peers. It’s what has rapidly made Snapchat and Instagram and Facebook such a large part of the video ecosystem. And it’s probably why they all decided to call their version of the product, Stories.

I‘m confident in our position and where we sit in the larger conversation. We are UGC. We live and breathe it every single day, and have done so for the last 7 years. That cannot be overstated. We know it. We study it. We absorb it. There are still no other companies packaging short-form into longer form in a meaningful way. That’s a gap in the market and we’re going after it.

TI: What does the development process look like for Jukin’s new originals?

JE: Like so many other development teams, we are swimming in a sea of ideas that populate our board. But a key differentiator for us is the content acquisition machine that powers Jukin’s backend. The videos that come through our door every day provide some of the greatest source material imaginable. And we’re constantly sifting through them for new talent discovery, creative direction, and ingenuity that allows the overarching concepts to be uniquely Jukin.

There’s a notion that so much content is being built strictly for millennials. I don’t necessarily think that’s the case. I like to think we are unequivocally dedicated to mobile-first audiences and platform efficiencies in our development. So no matter where we pitch in the buyer ecosystem — TV or digital — each project is focused and optimized for consumption patterns and user behavior.

TI: What’s your biggest challenge as you expand Jukin’s original content initiatives?

JE: Converting a mindset. Most people still view us as a clips business or the “viral video guys.” It’s a badge of honor certainly, but a misrepresentation of where we are today, and where we believe this is going.

While there’s an undeniable clip element to our business, we don’t view these as merely clips. And neither should anyone else. These videos are truly the building blocks of broader storytelling; a raw, unfiltered representation of the amazing moments captured by people just like you and I. It’s our determination to dig deeper and re-imagine what longer-form, user-based entertainment looks like across all of these platforms.

TI: Why do you think Jukin will be successful with original content?

JE: I think we’ve already seen a great deal of success, and now we’re simply investing more resources behind it. We’ve already developed and sold seven series, and produced well over 200 episodes of linear and digital programming.

Having said that, no one can guarantee success in this market. It’s a crowded room with tons of companies vying for buyers’ attention. What I like about us, and what I think is a crucial differentiator when looking at our contemporaries, is that we own and control all of the content we acquire. We’re not an MCN. We’re not a group of talent managers. We’re not a traditional publisher or production company. We’re in the IP business. And that makes our studio model more legitimized than most of the folks out there who are launching these divisions left and right.

Without question, I’ll always bet on our ability. It comes with the job and title. But I’m proud of how we’ve approached and attacked the different sectors of our business. We’re calculated, we’re thoughtful, and we’re rigorous in our intent. Original content is no different. I’m more excited at our ability to test these methods and offer up new experiences, to always address the ‘Why Jukin?’ It’s a challenge that we accept and will continue to attack day in and day out.


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Pet Industry Scores Big with 2M Average Video Views for Sponsored Content

Pet Industry Scores Big with 2M Average Video Views for Sponsored Content

Sponsored video content has seen an upsurge in production and success over the last year, as Tubular’s new DealMaker Sponsored Video Marketing Report discovered. Some industries in particular are striking gold when it comes to sponsoring videos; in fact, in quarter one of this year alone, the top three most successful sponsors in terms of video views pulled in almost 2.3 billion total views on their content from January to March. Here’s which industries we’re talking about:

Download Our New Sponsored Video Insights Report Today! Get All the Latest Data on Sponsored Video Trends

Gaming, Media, and Food Industries Claim the Majority of Sponsored Content Views

Sponsors from a whole range of industries including technology, insurance, automotive, and education generated content in Q1 of 2017. But only three particular industries saw the most returns on their investments. In terms of overall total views, sponsors from the gaming, media, and food industries made out well earlier this year.

YouTube audiences are steady consumers of video game content, so much so the Google video giant launched its own dedicated game streaming site and app YouTube Gaming a few years ago. And it’s this love of gaming which helped the titular industry generate roughly 109 million total views on sponsored video content. Some of the biggest brands in the entire gaming industry became the top sponsors on YouTube within this genre in Q1, with Ubisoft solidly leading the pack with an impressive 36 million total views. As for the top partners within the gaming industry, companies’ partnerships with VanossGaming, H2ODelirious, and Wengie proved most fruitful with 18 million, 9 million, and 6 million views, respectively.

Media sponsors also performed exceptionally well on both YouTube and Facebook from January to March. On YouTube, the second-highest total views by sponsor behind gaming was from media companies with a total of 94 million views. On Facebook, media brands came in first place in terms of overall views with a not-too-shabby 1.4 billion. So which media companies invested in sponsored content from January to March, and which partners helped contribute the most views?

The top media sponsor on YouTube turned out to be audiobook seller Audible with 13 million total views across 70 different partners (home and DIY channel Troom Troom being the top partner with 7.8 million views), while anime streaming service Crunchyroll placed second with 9 million views across 10 partners — animation channel Domics turned out to be Crunchyroll’s best partner with 7.8 million views across two videos alone! On Facebook’s end of things, that site’s top media sponsor Moana generated 73 million views alongside top partner ellentube in Q1; next up on that video platform was My Kitchen Rules, pulling in 24 million total views on videos about puff pastries and pancake bacon dippers (yum…) from partners Tasty and Cooking Panda.

Speaking of food, that industry also did well for itself in Q1 2017. Coming in second behind media brands in terms of sponsored views on Facebook, videos from food sponsors generated 691 million total views across the site. Top sponsors included Campbell’s (with 74 million views), Frank’s RedHot hot sauce brand (39 million), and rice company Uncle Ben’s U.S.A. (24 million). Tasty and NowThis produced the best results for the food industry’s sponsored content with approximately 165 million and 55 million total views, respectively (these two creative partners also were the top two view generators for Campbell’s sponsored content). Mexican food and media brand kiwilimon was the third-best partner for sponsors to team up with in Q1 thanks to 43 million views.

However, Average Views on Sponsored Pet Content Eclipses All Other Industries

Many online video professionals would argue that view counts aren’t the be-all-end-all metric of success. In many ways, they’re right, especially in terms of the data Tubular uncovered in its recent DealMaker report. This is because despite the media, gaming, and food industries claiming the most video views for themselves in Q1 2017, the industry which received the best average 30-day viewership (V30) across both YouTube and Facebook was actually the pet industry.

On both platforms, 22 different sponsors from the pet industry worked with 41 different creators/partners on 167 different videos. On YouTube in particular, pet-related sponsored videos saw a huge V30 number of 2 million. The next-highest industry on Google’s online video site, logistics and heavy transportation, only pulled in half that average view count at 1 million. Interestingly enough, the pet industry came in fifth on Facebook with a V30 of 249K, but even the site’s top sponsor in terms of V30 (which was, perhaps unsurprisingly, the gaming industry) only saw 344K views.

As it turns out, the pet industry sponsor with the most views across YouTube and Facebook in Q1 2017 was Mazuri, a pet food brand for unique and exotic animals. The company sponsored a few of the wildly popular live streams for April the Giraffe, a resident of the New York-based Animal Adventure Park who was expecting a calf earlier this year. Mazuri’s most popular video broadcast saw 34 million total views, with a V30 of about 34.1 million. Unfortunately, no recording is available for this “Giraffe Cam” live stream, so enjoy this updated video instead of April, her new calf Tajiri, and her mate Oliver:

These findings seem to show sponsored pet content can perform exceptionally well on YouTube. The fact of the matter is pets and animals will almost always eclipse other industries simply because of viewers’ penchants for consuming and sharing cute kitten or puppy videos, a practice essentially synonymous with being an internet user. After all, the first video ever uploaded to YouTube by one if its co-founders was filmed at an elephant enclosure at a zoo!

Find Out More About Sponsored Video Content Trends

Interested in learning more about Tubular’s sponsored video content findings? Click below to download the report!

Download Our New Sponsored Video Insights Report Today! Get All the Latest Data on Sponsored Video Trends

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Video Trends: Why Sponsored Content is the Future of Digital Advertising

Video Trends: Why Sponsored Content is the Future of Digital Advertising

Video content has never been more ubiquitous, or more popular with viewers, than it is in 2017. In Q1 2017 alone, we surpassed 2.3 trillion online video views across the main social video platforms! Millions of videos are being consumed via social platforms, owned and operated websites, and across multiple advertising channels, and the medium is one of the most effective ways of reaching a target audience.

However, the proliferation of ad-blocking software installed by users poses a real threat to brands, publishers, and video advertisers. The software threatens traditional interruption advertising, such as pre-roll video, especially as mobile ad blocking reaches mainstream penetration. TV advertising is not exempt from these trends either. Younger viewers watching less TV than ever, and when they are tuning in, it’s either post-broadcast via a catch-up service, or via second screen viewing—both of which make it harder to deliver effective campaign results.

Sponsored Video is the Future

So what can video marketers and advertisers do to ensure their message reach as much of their intended audience as possible? Well, sponsored video is the fastest growing vertical in digital advertising today. According to an eMarketer survey, 48% of marketers anticipated increasing their influencer marketing spends this year to shore up their sponsored footprint, contributing to a sector that is rapidly growing and is currently estimated at $1.3 billion annually. Sponsored video content can also help bypass ad-blocking software, and help brands and publishers reach new demographics by sponsoring content from trusted influencers, and other partners.

Sponsored Video Insights: 2017

Sponsored video content has the ability to have a greater persuasive impact on viewers than a straight sales pitch. Advertisers need to cut through the noise, find the content opportunities, grow their audience, and successfully partner with brands to monetize video content. In our exclusive new insights report on sponsored video , we took a look at videos uploaded to Facebook and YouTube up to and including the March 31st 2017. Videos were selected where we believe there was an exchange of payment included in the creative and/or publishing process, i.e. there was a transaction where a partner was paid by a sponsor, to benefit the sponsor. (We consider gifts, like free products, or free hotel stays, as payment).

Download Our New Sponsored Video Insights Report Today! Get All the Latest Data on Sponsored Video Trends

There was significant growth of sponsored video content on YouTube and Facebook between April 2016 and March 2017. On YouTube, views of sponsored video content grew by 242% compared to Q1 2016, with a 57% increasing in publishers and creators uploading that type of content. On Facebook the numbers are even higher – views grew by 7390% YOY, with uploads also increasing by 4864%.

Growth of Sponsored Video Content on YouTube and Facebook – April 2016 to March 2017 (All data via Tubular)

Those numbers are incredibly impressive, but which industry verticals are pulling in the viewing and engagement numbers on the video content that’s being sponsored?

Top Sponsored Content Industries on YouTube and Facebook April 2016 to March 2017 (All data via Tubular)

On Facebook we are seeing the highest ROI in terms of views from sponsored videos via food and drink, home and DIY, and TV and movie content. In the last year, food and drink videos created in partnership with brands and publishers have averaged around 621K views. Think of publishers like Tasty,  Tastemade, or The Food Network who often collaborate with other brands, and influencers to reach a wider audience.

BuzzFeed’s Tasty US property has worked with Hersheys, Halo Top Creamery, Chobanis, Del Monte, and M&Ms over the past year to create and publish content that leverages Tasty’s 89M followers on Facebook. This collaboration with Hershey’s on this walkthrough for Marshmallow Kiss cookies generated over 17M views, and 155K shares for Tasty via Facebook. That’s nearly 17M views for a Hershey product beyond its own media properties!

Create Winning Brand Content Partnerships with Tubular DealMaker

Tubular provides independent analytics for the entire video ecosystem, allowing publishers, agencies, and brands to succeed together – growing organic audience and branded content partnerships. With our new product, Dealmaker, monetizing the social video marketplace has never been easier. DealMaker is the most comprehensive database of sponsored content on the market today, tracking over 140K sponsored videos, 30K campaigns, 15K brand sponsors, and 15K content partners. Built by Tubular for all media companies & publishers, DealMaker arms you with the intelligence you need to sell more deals and grow revenue.

Download Our Sponsored Video Content Insights Report: You May Qualify a Free Trial of Dealmaker!

We’ll be taking a deep dive into the new Sponsored Video Insights Report over the next few weeks. If you want to get your hands on a copy right now – and find how you can use Tubular to determine which sponsors or partners to work with – just click the button below.

Download Our New Sponsored Video Insights Report Today! Get All the Latest Data on Sponsored Video Trends

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Facebook Video: Views of Sponsored Video Content Jump 258% Since 2016

Facebook Video: Views of Sponsored Video Content Jump 258% Since 2016Tubular’s recent ‘State of Online Video Report' has revealed some important observations into the role sponsored content has played in today’s online video landscape. In short: sponsored content is doing exceedingly well for many brands who’ve tried it, and this trend doesn’t appear to be slowing down anytime soon.

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Media Companies Are Investing in Multiple Platforms and Longer Video Content

Media Companies Are Investing in Multiple Platforms and Longer Video ContentUS media companies are shaking things up by investing in longer video content on both YouTube and Facebook. Find out more from our new report on the State of Online Video Q2 2017.

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64 Percent of Consumers Purchase After Watching Branded Social Video Content

64 Percent of Consumers Purchase After Watching Branded Social Video ContentA new report suggests that not only are 84% of viewers watching social video via mobile devices, but also that 64% of consumers make an informed purchase after watching branded social videos.

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Carpool Karaoke: From Snackable Content to Viral Phenomenon

Carpool Karaoke: From Snackable Content to Viral PhenomenonThe goal of show-related online video content has always been to generate more TV viewers to the show. But with 'Carpool Karaoke', an engaged audience has been built online around that snackable content, and it's driving the huge success of 'The Late Late Show with James Corden' across all mediums.

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Audiences Can’t Get Enough of Wonder Woman Video Content

Audiences Can’t Get Enough of Wonder Woman Video ContentThe much-anticipated Wonder Woman movie has finally been released, and the initial reviews are very positive. But how does this enthusiasm for Wonder Woman translate into views and engagement on videos like official trailers and fan-related content?

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Destruction Content Is Blowing Up on YouTube

Destruction Content Is Blowing Up on YouTubeDestruction-based videos have exploded on social video, particularly on YouTube. In fact, views for this very niche content have increased 366% year-on-year on that platform.

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