Sunday, August 2, 2009

Big Picture Thinking from the unusual suspects


I saw this article on boingboing.net this morning and was pretty impressed. Did you get this viral wedding video (linked above) in your inbox last week?

Here is the original link on boingboing

Here is the link to the Youtube Biz Blog about this great case example of monetizing Youtube



Notice above how there is an ad overlay giving you the option to purchase the song, and also the title if you didn't already know what it was.


Here is an image from the Youtube Biz blog nothing the Youtube popularity of Chris Brown Forever over the last few days.

Well apparently Chris Brown's recording label did something interesting. Instead of pursuing legal recourse or asking them to take the video down since it was using the Chris Brown track without permission... they 1 Upped it by ADDING A LINK TO PURCHASE THE TRACK to the page. So this is a great example of the monetization of unorthodox and initially bothersome (to the recording label) situations. So basically it looks like Chris Brown's label has some big picture thinkers at the helm. Well played to both the Wedding Video couple and the label. Apparently more than 1 year after it's release the Chris Brown track has increased it's click through purchase traffic by 250% (due to the addition of the buy this song link on the Wedding Viral Video page)

Well played indeed.

This is interesting from a consumer behavior perspective because, if you look at how consumers fulfill the A and the O of the MAO (Motivation Ability Opportunity paradigm) portion of the information search. A lot of consumers start their product search from google, and they end up at the point of sale after clicking through a review or an ad. Many people they start with wanting something, they search google for more information about the product so they can have a better ability to judge product offerings, then they find the products through hyperlinks they stumbled into during their information search.

Something that you may find interesting is that more and more consumers are conducting their information search via Youtube. I find myself checking Youtube for product reviews more often than not, mainly as a 1st order check before I decide to dig deeper. This is more useful for products and services that have qualities that lend themselves to motion and sound. (Guitars, cars, iphone games).

Another interesting thing is that people actually get ACCIDENTALLY exposed to products via Youtube as well. This may seem obvious but I don't really see people taking advantage of this. When I had an Apple iPod Touch, I found most of the best applications NOT through the store, but from seeing viral Youtube videos linked from blogs and forums. For example I first learned about the Pocket Guitar application after seeing a video like this one below. This author only has 1 app in the iPhone store and it is one of the top 10 most profitable apps in the iStore.

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