Nov 6 – 13: Sony Makes an Unboxing Parody, & New YouTube Comments Arrive

1. Google and Nielsen Ratings, Together At Last


In an effort to lure more big brand advertisers, Google has begun offering the sort of traditional metrics brands want, such as Nielsen’s online campaign ratings, or OCR. Check out AdWeek for the technical nitty gritty, as well as this excellent quote from Google’s SVP and Chief Business Officer, Nikesh Arora:

“We found that YouTube is our brand torch-bearer … It offers brands valuable, engaged audiences, terrific reach and compelling content. Smart brands are really loving their engagement with YouTube.”


2. YouTube Comments Get a Makeover

Anonymous trolls and spammers have been a consistent thorn in the side of YouTube’s comment world – which helps explain why YouTube rolled out a new commenting system this week.  As with most major changes to social networks, initial reactions have been mixed. But, the hope is for more relevant, high quality discussions to emerge as a result. The details from YouTube’s official blog:

“Starting this week, when you’re watching a video on YouTube, you’ll see comments sorted by people you care about first. If you post videos on your channel, you also have more tools to moderate welcome and unwelcome conversations. This way, YouTube comments will become conversations that matter to you.”


3.  “Fan Finder” Launched to Help Channels Expand Their Reach

As the above video illustrates, YouTube wants to help channels find their fans. So, they’ve created  a new tool called “Fan Finder” that will place “channel trailers” before videos as TrueView ads, all at no cost to the channel creator.  The Video Ink provides an example:

“YouTube will run Fan Finder content for free while using its “matching science” to place the TrueView ads in front of similar videos. If you have a cooking show, YouTube will run your video over cooking content — you get the idea.”

4.  More Than 50% of America’s Online Traffic From Netflix and YouTube

The latest internet traffic report from @Sandvine, a broadband service company, reveals a lot about where people are watching video on the web. All Things D breaks down the numbers:

“Netflix and Google’s video site now account for more than half of America’s ‘downstream’ traffic delivered over ‘fixed networks’ — the kind you get at home or at work — during peak hours.”


5.  Sony Creates an Unboxing Video, Which Also Happens to be a Parody

“Unboxing” videos are a huge part of the fan universe on YouTube. As Google trends illustrates, the term “unboxing” started getting traction back in 2008, and interest has increased steadily ever since. Last summer, Nike Football (aka Soccer) made a shoe unboxing video, seemingly to mimic their countless fans creating their own unboxing videos with every new shoe release. And, it should come as no surprise that a search for “parody” videos yields a never ending stream of amazing fan creations.

Thus, bravo to Sony PlayStation on bringing these two video styles together in their new PlayStation 4 unboxing ad, which also serves as a Daft Punk parody.  Though, apparently Engadget didn’t catch the parody the first time around:

“…But at least the PlayStation marketing team isn’t taking itself too seriously. The latest release on its YouTube channel starts with an overplayed build-up, replete with a shadowy sci-fi setting and steady crescendo, and then ends with a detailed (and inevitably mundane) look at exactly what you’ll find in the PlayStation 4’s box when it lands in stores this Friday.”

And, check out the Daft Punk original here:


Get future posts delivered to your inbox