Although YouTube is the second largest search engine and the average Australian spends over 1hr every week on YouTube alone, online video only attracted 4% of display advertising in Q3 2009.
Social Media Club Melbourbe #smcmelb (on Twitter) together with Simon Goodrich from Portable Content, Suzie O’Carroll from YouTube & Nick Bolton of Viocorp discuss the following, at 24 Moons, ACDC Lane x Flinders Lane:
1. Why the advertising dollars aren’t following the audience
2. How marketers are doing it right
3. How Australians are consuming the medium

Here are some of the main highlights of the discussion.
A Richer Experience for Youtube Ads - Youtube Annotations allow for deeper links of video clips. Youtube Insights allow for video analysis for targeting ads (metrics).
Content Is Important - Relevance of video content is key to ad-targeting.
Growth In APIs and Multi-Formating – Uploading video content is now easier, allowing different movie types and not just restricted to certain APIs, because encoding video is boring!
Seeding Advice – The market decides what videos they want to watch (boils down to good content). Marketers must engage with viewers and apply social media strategy.
Maximum Impact for Video – Around two to four minutes to catch viewer’s attention.
Youtube Celebrities’ Cross-Over – Celebrities on youtube cross over to TV!
Viocorp & Accenture’s Partnership Delivers Malaysian Portal – If you have heard of tonton.com.my, it is the latest Media Prima intelligent online portal that offers the latest on TV. Viocorp and Accenture delivers its technology and design. Yes, this one really works for me now that I’m able to stream my favourite Malaysian channels from Australia!
Youtube Does Not Deliver / Build / Allow Porn – I think we all know that, and we know where they are!??
Youtube Partners with Brands – Funds brands / content to enhance creativity across site
Competitor Vimeo – Youtube could not reveal numbers in comparison
Portable, An Online Channel – Explores fashion, film, music and art through online video and has its own iPhone app.



I just can’t resist an artsy photo to end the night. Great insights from industry experts. Met some really awesome people. Looking forward to next month’s event!
Updates
Here’s a series of videos from SMCMelb I found from Simon T Small’s blog from the night:
















