Tubular Belles.

There's no doubt about it. The rise of video usage online is a force to be reckoned with. Few would doubt that Google's rise since the late 90s has been spectacular. But even against such a phenomenal benchmark that is nothing compared to the stratospheric growth of YouTube.
This chart from the Alexa.com site shows that the use of video is on an upward path that looks like Al Gore's chart for CO2 emmisions - remember the one where he dramatises the idea of 'off the chart' by using an hydraulic platform to rise to the point of projected growth.

the growth of youtube vs google

…and that's YouTube alone - it doesn't account for the many other sites promoting user generated content.

This is the horse I'm backing. If brand custodians (I know that's a little twee - but the best I can think of right now) don't get their heads around the issue it will be a lost opportunity. Putting a stake in the ground now should be a priority.

“In 1995 there were 225 shows across British television that delivered audiences of more than 15 million. By 2005 there were none.”
Michael Grade, BBC Chairman

I went back to some of the important books I have read in the past several years that have driven my thinking - for example:

After Image by John GrantAfter Image by John Grant

Gonzo Marketing by Chris LockeGonzo Marketing by Chris Locke

Mavericks at Work by William C Taylor and Polly LaBarreMavericks at work Taylor & labarre

Each has contained a thread that has been provocative and important. None of them refer specifically to the rise of AV online but the themes of education, openness and collaboration converge on 'sweet spot' of opportunity that I plan to concentrate on in the coming months.


Popular Posts