Google’s Alexandra Levy, director of branded entertainment was interviewed by Beet.TV earlier this week at the Digitas New Front in New York earlier this week. She talked to Beet.TV’s Daisy Whitney about the partnership with Carl’s Jr. that rolled out this week. Google and YouTube are creating custom content for Carl’s Jr. to distribute across the Google content network and on a newly created brand channel on YouTube.
‘Why didn’t I think of that?’ That’s the thought that crosses your mind when you see the Google Maps/YouTube mashup that international real-estate company Coldwell Banker launched recently. Probably, we will witness other brands doing a similar thing. Think what localisation could do for job markets or anything you sell on eBay…
Coldwell Banker combines the features of YouTube with the power of localisation through Google Maps by enabling visitors to find real estate locations throughout the United States. Very smart move. The production quality of the videos shown on the channel varies substantially (compare this one with this one), but the idea is great. The channel already features more than 600 videos and new content is added daily from various locations. Mainly in the USA and a few listings from Italy.
“YouTube doesn’t offer the ability to find out what videos are local, but we geo-targeted the videos and populated them onto the map,” said Mike Fischer, Coldwell’s SVP of marketing. The goal for Coldwell, recognizing the popularity of YouTube, is to generate traffic outside of its own site. “Many go to YouTube first, instead of the normal site. It’s the place to engage people where they look for info,” Fischer said.
Last week, I held an interview with Mascha Driessen of Google The Netherlands, following her presentation at the Broadcast Business Club. Since 1 February 2009, Mascha is responsible for sales on YouTube and Display advertising at Google. She is a veteran in the media industry with previous jobs in broadcasting (RTL, Endemol) and online (WebAds). Although she was not at liberty to make any specific promises (see how she evades my questions in the video below), Mascha talks about some of the things Google is looking into with respect to YouTube. For example, possibilities for designated sponsors around a brand channel and in-video advertising on brand channels. Enjoy.
Over the last two years and as independent consultant since February, I have beeen advising brands and media companies on the professional use of a YouTube brand channel or partner channel. Although Google has done a great job in improving many features inside and around the world’s most popular video platform, there is always room for further improvement. This post lists my 7 tips to Google for improvement of YouTube.
Recently, I submerged myself into the world of Search Engine Optimization Strategies at SES Amsterdam. I had one mission – find out what the status was of Video SEO in the Netherlands. Aside from a few experiments, not that much is happening. Even though many Dutch SEO experts believe the future and implications of video will be huge, few of them are actually convincing clients to step into this space – now. Everyone seems to be waiting for the holy grail of universal or blended search in Google, meanwhile they seem to choose to ignore leading video search engines like YouTube or other video sharing sites. Continue reading »
Between March 15th and March 18th 2009, Esmee Denters’ channel got deleted by accident on YouTube. Although it’s currently back on again, some assets still appear to be missing or were deleted for good. Through TubeMogul, Branded Channels was able to see the figures. Continue reading »
Recently, Branded Channels has become a professional partner of 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. Using their platinum services, Branded Channels is able to service clients with video content syndication and video tracking needs.
“TubeMogul is interested in expanding to other markets, which includes Europe”, says David Burch of TubeMogul, “Richard was quick to understand the benefits that TubeMogul delivers in terms of content syndication and video tracking. We look forward to working with Richard, through his newly formed consultancy Branded Channels.”
TubeMogul allows for efficient video content syndication on multiple video networks with a single upload. Supported sites include YouTube, MySpace Video, Metacafe, Revver, Blip.tv, Vimeo and many others. Using TubeMogul for video syndication provides the efficiency many brands need when distributing to branded channels on multiple video platforms.
Another great feature of TubeMogul is the extensive video tracking services offered. With TubeMogul, Branded Channels is capable of tracking any YouTube channel. Reports on individual or multiple video channels are now available.
For for information, please contact Richard van den Boogaard at richard[at]brandedchannels.com or +31 6 52 368 276.
For some reason, Google has decided to implement a little light bulb feature around a selection of videos. Look at the image below. Funny thing is that everything gets dimmed, except the video and … the ads.
Branded and partner channels on YouTube differentiate themselves by having more design options. Although you are pretty limited with design options for a user channel, you can make some adjustments. Even companies like Philips use YouTube’s built-in limitations to maximum leverage.
Although a user channel doesn’t feature all the good stuff, it doesn’t mean either that you should settle for bad design. The good news is dat HouseHoldHacker now offers a PhotoShop template document that enables you to quickly and precisely design your own background image. Only problem is that the file size is limited to 256kB. Below is the instructional video:
As of February 1st 2009, Richard van den Boogaard will start as independent consultant in Branded Channels: content syndication via external networks.
Until this time, Richard works for QNH Interactive. Managing director Bart Termorshuizen from QNH Interactive: “In the past year, Richard has specialised in this relatively new field of expertise. In his role as communications manager at Rabobank Nederland, he was responsible for project content sharing. This involved syndication of video content from Rabo SportTV on external platforms, with an objective to broaden reach for the video content. With QNH Interactive, we have developed the first branded channel in the Netherlands on YouTube. This has generated more than a million video views for Rabobank.”
“Branded channels means thinking outside-the-site”, says Richard van den Boogaard. “The strategy is straightforward: bring content to platforms that attract many users, rather than using display advertising to drive traffic to a brand site.” Aside from a branded channel on YouTube, QNH Interactive was also closely involved in realisation of a commercial hyve and hyves gadget, as well as a pilot with Brabants Dagblad (part of Mecom).
Richard van den Boogaard will offer this expertise to other brands and media owners but remains available for QNH Interactive on a project basis.
Branded Channels is a video marketing consultancy founded by Richard van den Boogaard.
Branded Channels provides fresh thinking on video content syndication, as well as creative video content development & production and channel management services. Also available: (competitive) video tracking reports.
Over the last two years and as 
Recently, Branded Channels has become a professional partner of 
