Thursday, February 12, 2009

Tubemogul Releases Industry Report: Google and Social Networks Top Referrals Sites for Online Video

Today in an online video research report, online video analytics and distribution company Tubemogul asked, "How do people discover videos online?" Thanks to the analytics available from their recent acquisition of TubeMogul InPlay, which tracks rich video statistics, they were able to answer that question. The report was culled from a two-month sample of 35,528,837 inbound URLs from six top top video sites which they were not able to disclose. It's not surprising that Google is the top referral site followed by Yahoo, Facebook, Myspace and Digg as the top five. "Blogs and direct navigation to video sites, mostly. Also: social networks refer more views than video search engines."

SiteShare of Video Referrals

The report broke the data down the referral traffic into the following categories:
  • Search engines: 11.18%
  • Social networks: 3.66%
  • Social bookmarking sites: 3.19%
  • Video search engines: 0.63%
  • Email/IM: 0.05%
  • Everything else (almost all blogs, from the thousands we scanned): 80.88% of all referred traffic

HyveUp blog, "In other words, there isn't one definitive source that brings views. This actually makes a lot of sense: the myth of the skateboarding cat makes all the marketers drool, and they all want to replicate the same virality for their own company/client. Truth is that the real power of online video is the accessibility/affordability we have never seen before in the media space (a Youtube account is free, a blog is free, a FlipCam HD is $200). Popularity is not a given."

In related news, this past week white-label video management and publishing company thePlatform announced an “advantage” pricing program to lower total costs of running a broadband video business which gave customers of thePlatform's media management and publishing system a 10 percent or greater discount on services such as advertising, reporting and analytics, and online community creation from a select group of partners which included TubeMogul InPlay Analytics and Syndication.

Tubemogul Marketing Manager David Burch said this about the new partnership with thePlatform and Tubemogul, "What's really unprecedented about this is that it lets video producers compare rich viewership statistics from thePlatform's player on their own site site side-by-side with their syndicated stats from sites like YouTube. From our perspective, this deal expands our base of potential customers. We can now essentially turn on a rich analytics and syndication plugin within seconds for anyone using thePlatform, which is an expanding list."

For more on Tubemogul Inplay, here's an informational PDF, if interested.

This video features David Burch who provides an overview of Tubemogul analytics and distribution offerings.

Also, a big congratulations to Tubemogul for being named an AlwaysOn OnMedia 100 Winner. TubeMogul and the other OnMedia 100 winners including Mixpo were recognized at the OnMedia 100 Conference last week.

About TubeMogul
TubeMogul is the first online video analytics and distribution company serving publishers large and small who need independent information about video performance on the Internet and automated upload to the Web's top video sharing sites. TubeMogul's analytic technology aggregates video-viewing data from multiple sources to give publishers improved understanding of when, where and how often videos are watched, track and compare what's hot and what's not, measure the impact of marketing campaigns, gather competitive intelligence, and share the data with colleagues or friends. For sites that host their own video, TubeMogul offers tracking far beyond the traditional metric of video "views." TubeMogul InPlay, which can be set up in any Flash video player within minutes, tracks rich viewership metrics such as audience engagement, attention span and site performance -- all in real-time.