The conventional wisdom out there on Web video advertising is that most advertisers don’t want to risk being associated with user-generated videos (i.e., the vast bulk of videos on YouTube). It is only the professionally-produced stuff on portions of YouTube and Hulu and Blip.tv where the advertising dollars are going. This is the conventional wisdom because it is mostly true.
But YouTube wants to change advertiser’s minds (because the vast bulk of its videos are audience-produced, did we mention that?). So in a blog post today, YouTube trots out a told-ya-so case study about the “JK Wedding Entrance Video” (embedded below) that has been spreading around like crazy. Since it was posted on July 19, it has been watched more than 12 million times. It’s even spawned its own (professionally-produced) faux sequel, the “JK Divorce Entrance Dance” (also embedded below).
In case you haven’t seen it, the original video shows an entire wedding party boogieing down the aisle in Minnesota. Instead of a traditional wedding march, the couple picked Chris Brown’s “Forever.” YouTube’s content fingerprinting system picked that up and the copyright holders were able to place click-to-buy ads on the video which linked to downloads of the song on iTunes and Amazon.
YouTube reports that the click-through rate on those ads was two times higher than the overall click-through rate for those types of ads on the site, and that there was even a spillover effect on official “Forever” music video, which also saw the click-through rate son the same ads go up 2.5 times the average. (It makes sense that would be higher since people going to the official video presumably are more interested in the song itself).
Not only that, but “Forever” climbed the music charts, reaching the No. 4 spot on iTunes (it is now No. 15) and No. 3 spot on Amazon’s MP3 top seller’s list (it is currently No. 4). Not bad for a song that was released a year ago.
YouTube presents this as proof that advertising works on viral videos even if they are audience produced. I’m not sure it proves anything other than that breakout videos are good advertising vehicles no matter where they come from. But YouTube needs to sell more of its video inventory to get to profitability, and the bulk of it is . . .
Why do advertisers care how people find their products? Do they actually think people associate ads with the videos they are watching? Most times users just get annoyed and click the x to remove the ads, although the itunes links are cool. Just the odd part is the links will go away halfway through the vids which is odd because isn’t the time you are most likely to buy a song at the end? Just a thought, maybe they changed this…
that’s something i don’t understand about youtube. The moment when i ‘m most likely to click on an ad is AFTER i ‘ve watched a video, not right after it has started.
Hey, was this wedding before the Rihanna incident? Talk about some much needed PR for Chris Brown. I can’t for the spoof of criminal court – assualt re-enactment, not
classic
Did the makers of the video get a share of the profits? and if they didn’t, can they claim a share?
They ‘re probably on their honeymoon now, but i cannot imagine how much “#4 in itunes charts” translates to. Youtube owes them a special wedding gift
IMO there needs to be some sort of compensation for the contents creator.
I’m still not convinced the video is authentic.
I could see it being another lonelygirl type occurrence.
Bro… take off your tin foil hat!
I actually wear a tinfoil hat in some of my videos..lol
+1
Does it really make a difference? It is a catchy and great video to watch. Do you watch Reality Shows? Do you really think that they are reality? Beyond the first season, every reality show has drama built into it and the contestants know and agree to it. It still does not make them less entertaining.
The great thing is the potential innovation of figuring out that it is copyrighted material to begin with and then allow the holders to advertise. It provides for greater interaction and an overall good thing.
Personally, I thought it was annoying. The slow motion dance at the front looked like a scene out of TrueBlood this season. If you watch that, you would know what I mean. It is going to spawn 12 million copycats.
Question: If Jill and Kevin bought that song (Forever) and have a license to use it, which they most likely did, how the heck can the copyright holder of the song be able to change again because they used it in a home video? How can this be?
Something is terribly amiss here. If YouTubes business model is to let copyright holders double charge on licensing then that’s a failed model and most likely illegal.
If Jill and Kevin bought that song they have every right to use it in a home movie and I don’t think the copyright holder can do a thing about it. It’s a home video of their wedding.
Thoughts anyone?
A license for public performance (at the wedding, although I doubt one was actually purchased) is not the same as a license for use in a video or a license for digital distribution of that video online.
There’s no “double-charge”, the additional charges are for third parties (i.e. video viewers) purchasing the song for themselves.
As for the song itself… why would you want to walk down the aisle to a song sung by an artist who’s (current) claim to fame is assaulting his girlfriend? People are strange.
Copyright is the right to make copies.
They purchased one copy to play at their wedding.
Producing a video with the song is a second copy. The right to make that second copy is the exclusive right of the copyright holder.
If there is a fair use argument, that’s a defense to an infringement claim, not a right.
I’ve seen this video and didn’t relate it with any advertising. I didn’t even know the song that was in it.
And I agree about the ads, every single time a box comes up in front of the video I want to watch I click the X without even glancing at it. It’s the most annoying thing to happen to Youtube since Jawsus.
A really interesting analysis of this video and its popularity was done by a company called visible measures on its blog: http://bit.ly/FWDID
hey, i don’t like it when i hit the “Share IT” button and am transported here. I just want to share it on facebook like i usually do. Can you ask your programmers to give us an option.
Why in all heavens did YouTube took down my personal video – with Bon Jovi music? It was all pictures of my wife – who died of breast cancer in January – with “Seat Next to You” in the background. The video was never made public (private all the time) and I was the only one with access to it.
Only certain kind of music gets this kind of treatment? Bon Jovi doesn’t?
Fo
Because you don’t make them money. These people only care about money. They do not care about you. If you had made it public and they could have profited off of your personal tragedy, then it would have stayed. They are a bunch of scumbags. I am so sorry for your loss.
It does seem more than just a little hypocritical for YouTube to promote this as a great example of what YouTube can do for your business, while at the same time it goes around removing other personal videos that use copyrighted music without permission.
I think it was an automated removal process, and I am sure that if human eyes had fallen on your video and the context of it, they would not have acted without warning to you.
Keep your head up and best of luck.
Here’s another wedding viral video I found on Facebook
http://tinyurl.com/nfmxbe
That spoof video is atrocious.
I hate that damn video – with a passion.
hahahahahahahahahahahahaha.
I’ll be damn. The wedding video, and the divorce video are so freaking funny that I’ll marry and divorce the same day just for the fun of it.
super cool!
Wow, to think that people would do things and show off to the public.
All weddings should be that much fun! That was awesome
I agree with Ethan, this is not an amateur video! Actually it is shot quite professionally in only one take. No amateur can do that…
The beauty is more and more advertisers are creating viral videos but without paying YouTube anything.
Check this one for the anniversary of a supermarket chain in Lithuania “Kiss the check out girl”: http://www.yout...h?v=5A8ccQqqlik and then it finishes at security http://www.yout...h?v=D51e_uDdFH0
All a subtle but effective ad campaign.
Seems pretty clear it was choreographed, though that does not make it a professional viral marketing effort, though I think the intent was to make a viral video. I think there was another wedding video a while back that made the viral rounds, so this seems to be a trend. The downside of youtube is that it brings out unwelcome exhibitionist and narcissistic behavior in people.
After seeing their appearance on the Today Show (a well choreographed re-enactment) I am even more convinced that it was staged! I don’t know if it was just to promote the song?!
Anyway, kudos to the ad agency who did it!
Ha, because the videographer shot the entrance in one take that makes it a professionally shot viral ad video? It wouldn’t take much skill to point the camera down the aisle for 5 minutes.
And yes, weddings are rehearsed; therefore if they are doing a dance they probably practiced it. And even more so if they are going on national TV.
After seeing their appearance on the Today Show I am even more convinced that it was a fake. Having said that it’s a well choreographed, well rehearsed viral video done by a very clever ad agency!
Aren’t all weddings “rehearsed” ?
Youtube and Chris Brown sure are making a good buck on it. Doubt that Jill and Kevin are seeing a dime though.
So I started a collection to send the couple on a second honeymoon at a luxury resort. Will the power of social media be able to do that? It will be interesting to see.
So if you enjoyed the video, chip in with a few bucks so we can whiz them a way at an exotic location. Donate here http://bit.ly/18MpAJ
You are also welcome to see how we get along at: http://www.jkwe...trancedance.com
Its NOT a scam, all the donated money will be forwarded to the couple
i can’t watch that video without smiling and becoming happy.
Chris Brown should go personally perform “Forever” in their house, Live!
These people got married to a spearmint commercial, thats so cool.
http://www.news...commercial.html
retards
I would agree that video is a very effective way of advertising.
The video was a real, but the viral effect was originally seeded.
here’s proof — http://bit.ly/8K9pW
Of course it’s not real but it’s very well done. Especially the first video, and i know i’m a wedding videographer. If only all weddings were as fun.
YouTube is making lots of money off this video, it has over 30 million views and has helped boost chris brown’s record sales. It is the best wedding dance.