Online VideoIST 400 | New Media & Social Technologies

iSchoolSyracuse University

Eric Hansen | ethansen+ist@gmail.com

Outline

WhoTube?

PlentiTube

Adcasting (Video)

BadTube

WhoTube?

Technically SpeakingYouTube is:

a web site

with a social network (community)

that hosts videos uploaded by members

for playback on its own or any other site.

Business Model

Display advertising

Promotions

Contextual ads

In-video ads

Brand sites

Announcement

Announcement

“GooTube”

Merger announcement

Mixed reactions

PlentiTube

Web Images Maps News Shopping Gmail more ! Sign in

Search Video

Search: all videos videos hosted by Google

Advanced Video SearchPreferencesModerate SafeSearch is on

Most blogged Most shared Most viewed Movers & Shakers

Uploaded Videos

Hot videos More hot videos »

1 min - Jul 18, 2006 - (135 ratings)

Watch this video on youtube.com

More hot videos »

Also try our international versions:U.S. - Australia - Canada - Deutschland - España - France - Italia - Nederland - Polska - U.K. - 中国版

Discuss - Terms - Help - About Google Video

©2008 Google

エヴァ涼宮ハルヒの憂鬱 修正版はhttp://www.youtube.com/watch?v=6LV1SdOyx9U

http://madch.net/

エヴァ涼宮ハルヒ...1 min -

youtube.com

Internet Creepo9 min -

youtube.com

FaceBook In Reality -fro...

2 min - youtube.com

Tom Cruise GoesCrazy on ...

4 min - youtube.com

The Rock vs. TripleH (Pa...

8 min - youtube.com

JUSTICE - STRESS[CLIP]

6 min - youtube.com

Tom Cruise AttacksOprah

1 min - youtube.com

Zoey 101 - Chaseisn't in...

1 min - youtube.com

Jordin Sparks - NoAir (f...

4 min - video.google.com

The Undertaker vsJeff Ha...

19 min - guba.com

IRON MAN moviepanel Feat...

24 min - youtube.com

DNC Ad on JohnMcCain and...

35 sec - youtube.com

Featured on AOL

Student and Teacher Fightin Classroom

Baby's Cute Cover OfBeatles Classic

Hot Girl Group Gets'Damaged'

Hear Big Laughs With'Horton' Stars

Go to AOL Videos »

Upload Video

Share Report Problem

iTunes Music Store, Podcast Directory [Mac/Windows]

Adcasting

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011 $4,300

$3,100

$2,100

$1,350

$775

$410

$225

$135

$85

$55

$40

(in millions | source: emarketer.com/ IAB)

US Online Video

Advertising Spending

2001-2011

BadTube

The “Penguin” Video

Posted under a false name: Toutsmith

WSJ contacted Toutsmith

Traced response to DCI group computer (sound familiar?)

ExxonMobil is a DCI group client

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A frame from "Al Gore's Penguin Army," a video on YouTube lampooning the former vice president.

VIDEO SPOOF

1• See the "Al Gore's Penguin Army" clip.2

August 3, 2006

Where Did That Video Spoofing Gore's

Film Come From?

By ANTONIO REGALADO and DIONNE SEARCEYAugust 3, 2006

Everyone knows Al Gore stars in the global warming documentary

"An Inconvenient Truth." But who created "Al Gore's Penguin

Army," a two-minute video now playing on YouTube.com?

In the video, Mr. Gore appears as a sinister figure who

brainwashes penguins and bores movie audiences by

blaming the Mideast crisis and starlet Lindsay Lohan's

shrinking waist size on global warming. Like other videos

on the popular YouTube site, it has a home-made,

humorous quality. The video's maker is listed as

"Toutsmith," a 29-year-old who identifies himself as being

from Beverly Hills in an Internet profile.

In an email exchange with The Wall Street Journal,

Toutsmith didn't answer when asked who he was or why

he made the video, which has just over 59,000 views on YouTube. However, computer routing

information contained in an email sent from Toutsmith's Yahoo account indicate it didn't come from

an amateur working out of his basement.

Instead, the email originated from a computer registered

to DCI Group, a Washington, D.C., public relations and

lobbying firm whose clients include oil company Exxon

Mobil Corp.

A DCI Group spokesman declines to say whether or not DCI made the anti-Gore penguin video, or

to explain why Toutsmith appeared to be sending email from DCI's computers. "DCI Group does

not disclose the names of its clients, nor do we discuss the work that we do on our clients' behalf,"

says Matt Triaca, who heads DCI's media relations shop.

Dave Gardner, an Exxon spokesman, confirms that Exxon is a client of DCI. But he says Exxon

had no role in creating the "Inconvenient Truth" spoof. "We, like everyone else on the planet, have

seen it, but did not fund it, did not approve it, and did not know what its source was," Mr. Gardner

says.

The anti-Gore video represents a less well-known side of YouTube. As its popularity has exploded,

alliwantforxmasisapsp.com

Zipatoni created the “viral” campaign

Launched disingenuous blog and video

Busted by bloggers in November

Within 1 month of campaign launch

Thank You

Video/ Photo Credits

• Youtube.com

• http://flickr.com/photos/davegoodman/

• http://flickr.com/photos/striatic/

• http://flickr.com/photos/frascelly/

• http://flickr.com/photos/zach_manchester/

• http://flickr.com/photos/trevorbradley/

Sources

• http://www.emarketer.com/Article.aspx?id=1005193