Google's YouTube Original Programming Will Connect Brands With Mobile Viewers

YouTube-on-Iphone-InsideSome 3 billion hours of video monthly are watched on YouTube by more than 800 million viewers worldwide, according to Google. YouTube sees 600 million mobile views daily -- roughly 10% of total video views. On Wednesday, the Mountain View company released information on new original channels and content aimed at brands that want to reach a diverse audience.

By July 31, viewers can expect 25 hours of new original content on YouTube daily. Some of that is seen via a mobile device with help from partners and filmmakers Jon Avnet and Rodrigo Garcia, the U.S. Olympic Committee, collaborations between Tribeca Enterprises and Maker Studios, and a new show from Machinima and Halo Waypoint.

The YouTube study "Generation V," released Wednesday, will point to consumer video trends, revealing that men 18-34 now spend more time streaming video than watching live TV, one-third visit YouTube multiple times a day, half subscribe to a YouTube channel, and two-thirds shared YouTube videos in the past week. It also finds that 40% of women 25-49 have subscribed to a YouTube channel, half shared a video in the past week, and one-third regularly share online video with their kids or parents.

The millions of mobile YouTube views daily will lead consumers to spend more time on mobile devices. Of course, that's merely an assumption on my part, but facts pointing to time spent on mobile from brands such as Starwood Hotels and Resorts, and 1-800Flowers suggest a match between original content and brand and search marketing.

And don't forget mobile's tie with local. This strategy should not be viewed only as growing business for large companies. Small and medium-size businesses (SMBs) will have the options. Online video puts smaller companies on the same playing field when it comes to marketing and advertising -- especially with help from new SMB services from Microsoft and Yahoo. Tie together media. Don't keep them in silos.

Hypothetically, a click-through from sponsored content on YouTube's original programming could become lucrative for brands. Consider this. Nearly 75% of business travelers use mobile search and apps compared with more than 50% for leisure travelers, according to Michelle Ogle, digital marketing and affiliate strategy manager at Starwood Hotels and Resorts. Last week, during a Google+ hangout to unveil best practice guidelines, Mobile Playbook, Ogle shared trends, along with marketing folks from Comcast and 1-800Flowers.

The hangout introduced more than a guide. Examples demonstrated and explored how mobile influences and supports new and existing customers. Some of the fundamentals the group talked about during the hangout included how mobile changes the relationship between brands and customers.

Companies must consider organizational structures within their company to accommodate mobile. At Comcast, a lot of people were coming to the site on a mobile device trying to purchase services, for example, which forced the company to think differently about a mobile platform.

Amit Shah, director of online mobile and social media at 1-800Flowers.com, said the company began using mobile about six years ago. He said it is important to study the data to determine what to bring from the desktop to the mobile strategy. Don't bring everything -- but consider all.

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