Sharing Videos – Youtube, Dove And Cinema Advertising

June 10, 2013 | Author: | Posted in Advertising

Summary:
In 2007 Youtube started at six hours, then in 2010 they were at 24 hours, then 35, then 48, and now…60 hours of video every minute, an increase of more than 30 percent in the last eight months.
Article Body:
60 hours per minute and 4 billion views a day on #YouTube
Since the dawn of YouTube, they’ve been sharing the hours of video we upload every minute. In 2007 Youtube started at six hours, then in 2010 they were at 24 hours, then 35, then 48, and now…60 hours of video every minute, an increase of more than 30 percent in the last eight months.

In other words, we are uploading one hour of video to YouTube every second. Tick, tock, tick, tock — that’s 4 hours right there!

What else is new?

Well Cinema ads are being deregulated. Good news eh?

At the moment, all cinema advertisements are subject to clearance by the CAA under the CAP Code, but also have to be reviewed by the BBFC as well.

Following a public consultation in which the majority of responses favoured removing the BBFC requirement, the Department for Culture, Media and Sport believes deregulation is fully justified. The DCMS says the application of the CAP Code provides the right levels of consumer advice and protection and they are now looking at the best way to bring about the planned changes.

Says IPA Media Director Geoff Russell; “The historical dual regulation of cinema by the Cinema Advertisers’ Association and the BBFC has long been a source of concern to the IPA and its member agencies – we have been working for over 10 years with the cinema advertising contractors and the Advertising Association to see the set-up rationalised. That the BBFC requirement is to be removed – making the clearance process simpler and eliminating the danger of double jeopardy – is excellent news for both agencies and the cinema industry. ”

Any other revelations this year?

Yup – Dove becomes the most watched ad of all time – apparently.

Dove’s most recent real beauty advert, part of their overall Real Beauty campaign, has become the worlds most watched commercial.

“The campaign evoked an emotional reaction in millions of people that inspired them to share the positive message with others. Beyond just the millions of views and publicity impressions, it is the outpouring of testimonials from around the world that are exciting us,” Fernando Machado, vice president of Dove Skin.

The real beauty campaign began in 2004, after market research indicated that only 4% of women consider themselves beautiful. The campaign’s mission is to “to create a world where beauty is a source of confidence and not anxiety” was created by Ogilvy & Mather Brazil.

The first stage of the campaign centred around a series of billboard advertisements, initially put up in the United Kingdom, and later worldwide. The spots showcased photographs of regular women (in place of professional models), taken by noted portrait photographer Annie Leibovitz. The ads invited passers-by to vote on whether a particular model was, for example, “Fat or Fab” or “Wrinkled or Wonderful”, with the results of the votes dynamically updated and displayed on the billboard itself. Accompanying the billboard advertisements was the publication of the “Dove Report”, a corporate study which Unilever intended to “[create] a new definition of beauty [which] will free women from self-doubt and encourage them to embrace their real beauty.”

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