YouTube Studio: better insights or a work in progress?

Will YouTube Studio’s new metrics be better for marketers?

In June of last year, YouTube announced that Creator Studio was about to change. A beta version named YouTube Studio was undergoing testing with hundreds of thousands of users – or should I say ‘creators’.

After nine months of nurturing their new baby, YouTube Studio was unveiled last week. Promises of efficiency, empowerment and increased joy, packaged with new features, metrics and insight. The increased data commitment has been played-up by YouTube.

But did the much anticipated promises deliver? Well, sort of.

YouTube Studio features include three new metrics: Impressions; Impressions Click-Through Rate; Unique Viewers. YouTube says these will give us better understanding of video performance with the aim of helping us produce more impactful video.

What’s an Impression? It’s when a viewer sees one of your video thumbnails; Impressions tell us the potential reach of our videos. It’s an ‘opportunity to view’.

What’s Impressions Click-Through Rate? Simply put, it’s the percentage of Impressions that turned into a video view.

What’s a Unique View? Well, to quote YouTube, it shows us “the estimated number of different people who watch our videos over a period of time.”

And there lies one of my issues. Data should not be estimated. We should be able to know the difference between a unique view and a repeat view. Why is YouTube estimating metrics? As for the ‘opportunity to view’ this just feels like a return to a time when we couldn’t accurately measure irrefutable data. perhaps it’s just me, as I’ve always hated fluffy measurements. In my PR and creative agency days I was forced to peddle PRVs and ‘Opportunities to See’. I hated both.

YouTube’s intent of delivering better insight and metrics should be applauded. It’s a key facet of success for other social media channels and absolutely is the direction they should be taking their Studio platform. Data that helps to evolve the production quality and impact of our videos is welcomed. I just can’t help but feel like this is a work in progress, rather than a refined proposition that’s ready to roll.

I’ll explain why: YouTube tell us that if we’re seeing a low percentage of Impressions convert to Impressions Click-Through Rate, then our thumbnail and title require work. That may be correct in some cases, but we can’t ignore how busy some pages are with thumbnails. Watch a video through to completion and then see how many thumb nails are served to you. It’s busy. Undoubtedly, Impressions will be recorded when users haven’t seen our thumbnails. To be fair though, the same criticism could be made of other social media channels.

Clearly, the Impressions Click-Through Rate is a useful metric. Being able to asses video performance will be insightful. I’m just not sure we needed the Impressions metric.

Now for the good news: we’re excited about YouTube Studio Dashboard – the single view of your data, insights and news. We’ll see three pieces of insight here:

Video Snapshot: A snapshot of our latest video performance, versus past videos – over the same period of time. Quickly, we’ll be able to ascertain if we’ve a production that is resonating, or if refinements are required. This should help us do more of what works, and learn from what isn’t.

Personalised Recommendations: YouTube says this will surface Creator Academy content based on our specific needs. Over time, we’ll also see insight into why certain videos perform better than others. Again, this will help with refinement and development.

News: Dynamic news and community information that is served to us. Meaning we don’t have to discover news, it finds us.

We expect Video Snapshot and Personalised Recommendations to be a real hit with users and the single view definitely receives a thumbs up. It’s just a shame we can’t be as positive about the new data metrics.

Data is resolute. The challenge with data is that it’s sometimes unstructured, requiring a framework to organise and help make the unstructured, structured. Data isn’t, and should never be estimated.

There is no denying that YouTube is onto something with their direction for YouTube Studio. In its current state though, it should be in production, rather than distributed for release. After nine-months of testing, you have to ask who was testing the platform, and why haven’t these basic flaws been flagged sooner?

As my old school tutor would say: “a good effort, but work still to be done!”

[“Source-thedrum”]

YouTube Unveils Top 10 Trending Videos of 2017

YouTube Unveils Top 10 Trending Videos of 2017

HIGHLIGHTS

  • Despacito tops the chart as the most viewed video of all time
  • 6 out of 10 music videos are in Spanish language
  • Trending videos are not necessarily the ones with the most views

2017 is almost coming to an end and YouTube, in yearly tradition, has released its top 10 list of trending videos along with the top 10 music videos that ruled the charts this year. YouTube’s list for India is expected next week. The music videos list is topped, unsurprisingly, by Luis Fonsi’s Spanish song Despacito (featuring Daddy Yankee) that recently became the most watched video on YouTube raking in more than 4.4 billion views. It broke the record set three years ago by PSY’s Gangnam Style.

Other music videos in the top 10 list include Ed Sheeran’s popular song Shape Of You and That’s What I Like from Bruno Mars. The interesting part about this year’s list is that 6 out of the 10 music videos are in Spanish, a feat that owes itself mostly to Despacito’s blockbuster success.

On the other hand, the top 10 trending videos of 2017 include a variety of genres like covers of Shape Of You, a ping pong trick shots video from the Dude Perfect channel, and Lady Gaga’s Pepsi Zero Sugar Super Bowl video from this year’s NFL finale.

Collectively, the 10 top viral YouTube videos have racked up more than 633 million views (83 million more than last year’s top 10 list) and have been watched for over 40 million hours. The top trending videos are, in fact, not the most viewed videos for the calendar and are based on YouTube’s algorithm that takes into account a combination of factors including measuring users interactions (number of views, shares, comments, and likes).

YouTube Top 10 Trending Videos of 2017

Until We Will Become Dust – Oyster Masked | The Mask Singer 2

 

Ed Sheeran – Shape Of You | Kyle Hanagami Choreography

Ping Pong Trick Shots 3 | Dude Perfect

Darci Lynne: 12-Year-Old Singing Ventriloquist Gets Golden Buzzer – America’s Got Talent 2017

Ed Sheeran Carpool Karaoke

Lady Gaga’s Full Pepsi Zero Sugar Super Bowl LI Halftime Show | NFL

“Inauguration Day” – A Bad Lip Reading of Donald Trump’s Inauguration

Bill Wurtz’s history of the entire world, i guess

In a Heartbeat – Animated Short Film

Children interrupt BBC News interview – BBC News

YouTube Top 10 Music Videos of 2017

Luis Fonsi – Despacito ft. Daddy Yankee

Ed Sheeran – Shape of You [Official Video]

J Balvin, Willy William – Mi Gente (Official Video)

Maluma – Felices los 4 (Official Video)

Bruno Mars – That’s What I Like [Official Video]

Chris Jeday – Ahora Dice (Official Video) ft. J. Balvin, Ozuna, Arcangel

El Amante – Nicky Jam (Video Oficial) (Album Fénix)

Jason Derulo – Swalla (feat. Nicki Minaj & Ty Dolla $ign) (Official Music Video)

DJ Khaled – I’m the One ft. Justin Bieber, Quavo, Chance the Rapper, Lil Wayne

Enrique Iglesias – Subeme la Radio (Official Video) ft. Descemer Bueno, Zion & Lennox

[“Source-gadgets.ndtv”]

Google Parent Alphabet Reports Strong Results on Mobile Ads, YouTube, Other Bets

Google Parent Alphabet Reports Strong Results on Mobile Ads, YouTube, Other Bets

Google’s parent company Alphabet on Thursday reported profit in the recently-ended quarter leapt as money poured in from ads delivered to mobile devices and returns improved on “other bets.”

Alphabet profit was up 32.4 percent to $6.7 billion (roughly Rs. 43,555 crores) on in the quarter on revenue that increased 24 percent to $27.8 billion (roughly Rs. 1,80,724 crores), up 24 percent from the same period a year earlier.

Chief financial officer Ruth Porat credited “strength across Google and Other Bets.”

The earnings topped market expectations, and Alphabet shares jumped in after-market trade on the Nasdaq exchange before concerns about growing expenses apparently caused them to settle back a bit to be up nearly 3 percent to $1,021.

“It is what everybody looks at every time: what is going on with expenses?” independent analyst Rob Enderle told AFP.

“For the most part they seem to be well managed, but you watch to make sure they remember they still have limits even though they are printing money.”

While mobile ads were a main area of growth, they brought with them higher traffic acquisition costs, pushing up Google expenses in a trend seen as unavoidable.

Investing in cloud services and artificial intelligence also means spending more on data centers to provide the massive computing power involved.

“I’ve been really proud of the progress this quarter; launching popular new products and continuing to grow our business in new areas,” Google chief executive Sundar Pichai said in an earnings call with analysts.

“It’s been particularly exciting to see our early bet on artificial intelligence pay off and go from a research project to something that can solve new problems for 1 billion people a day.”

YouTube continued to see “phenomenal growth” with more than 1.5 billion people spending an average of an hour a day watching videos there on mobile devices, and surging use on television screens in homes, according to Pichai.

He boasted of progress winning businesses over to Google services hosted in the internet cloud, where the company competes with Amazon and Microsoft in that market.

Pichai also said that opening day pre-orders for recently unveiled Pixel 2 smartphones were double that seen for the first-generation Pixel.

Google is “seriously committed to making hardware” as well as working with partners such as South Korean consumer electronics giant Samsung which is a major producer of smartphones powered by Android software made available free by the US Internet company.

“The intersection of hardware and software is how you drive computing forward,” Pichai said.

“I think it’s important we thoughtfully put our opinion forward.”

Smartphones and other devices “made by Google” can showcase the potential of its Android and Chrome software, setting a bar for partners.

Moonshots
A corporate reorganisation started two years ago created Alphabet, which has holdings including cash-engine Google and ventures devoted to innovative “moonshots” such as Waymo self-driving car unit and a Loon project for delivering internet service from high-altitude balloons.

Subsidiaries other than Google were put into an “other bets” group which saw revenue in the quarter rise to $302 million (roughly Rs. 1,963 crores) from $197 million (roughly Rs. 1,280 crores) during the same three-month period last year.

Google ads accounted for the bulk of Alphabet revenue, contributing $27.47 billion (roughly Rs. 1,80,369 crores), according to the earnings release.

Alphabet earlier this year spun off a little-known unit working on geothermal power called Dandelion, which will begin offering residential energy services.

Dandelion chief executive Kathy Hannun said her team had been working for several years “to make it easier and more affordable to heat and cool homes with the clean, free, abundant, and renewable energy source right under our feet,” and that the efforts culminated in the creation of an independent company outside of Alphabet.

Meanwhile, Alphabet’s life sciences unit Verily announced a study to track people for years, right down to their genetics, in a quest for insights into staying healthy.

Alphabet also owns Nest, which recently expanded its line-up of smart home devices to include a security system.

Nest, Fiber, and Verily were said to be top performing other bets in the quarter.

Waymo on Thursday announced plans to begin testing self-driving cars in notoriously troublesome ice and snow conditions in the US state of Michigan this winter.

[“Source-gadgets.ndtv”]

YouTube Unveils VR180 Format, Reveals Mobile Users Spend an Hour a Day on Average

YouTube Unveils VR180 Format, Reveals Mobile Users Spend an Hour a Day on Average

HIGHLIGHTS

  • YouTube’s VR180 video format to be supported by new cameras
  • Google working with YI, Lenovo, and LG for new camera
  • 1.5 billion logged in viewers visit YouTube every single month

YouTube CEO Susan Wojcicki at VidCon on Thursday announced an all-new video format VR180 that will make VR content creation slightly easier for creators. Google has also confirmed that the Daydream team is working with several manufacturers to build cameras from the ground up for VR180 video format.

The company says that the new VR180 video will ensure what’s in front of the user is high resolution, and “look great on desktop and on mobile.” YouTube’s main focus is to boost VR with the new video format as it can be seen on phones with regular 2D screens as well as VR headsets like Cardboard, Daydream, and other headsets which show images stereoscopically in 3D. The new video format will enable depth, where “near things look near, and far things appear far,” adds Wojcicki. Additionally, the VR180 format also supports live streaming videos.

Google has named some partners like YI, Lenovo, and LG who are working with the company to bring new cameras priced same as a regular point-and-shoot camera. Videos and live streams will be easy to upload to YouTube from these cameras. Google has revealed that the first cameras will hit shelves this winter. The new format is capable of delivering 3D video while capturing 180 degrees of vision.

Google has also opened a VR180 certification program for other manufacturers who want to join. Z Cam will be one of Google’s first partners under the program.

“We want to make VR more accessible and more affordable for viewers and creators. The reality is, filming 360-degree VR videos isn’t easy for most creators and some VR cameras are expensive. That’s why I’m thrilled that YouTube and Daydream have worked together on a new format, VR180, and new cameras, which make it easy and affordable for anyone to make VR videos,” said Wojcicki.

Wojcicki also revealed that now, 1.5 billion logged in viewers visit YouTube every single month and on an average, viewers spent over an hour a day watching YouTube on mobile devices alone. YouTube also announced an all-new change to YouTube app which will in the coming weeks “dynamically adapt” to whatever size users choose to watch it in. YouTube last month teased the new redesign interface which will come with a Dark theme as well.

The company will soon let user share a video with friends right from YouTube app and this will be available to users in Latin America and the US in couple of weeks.

[“Source-gadgets.ndtv”]