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AABC channel page, 187, 188Account Type field, 173accounts

brand channels, 179–180creating, 172–174, 172defined, 448types, 174, 448

ACe (Adaptive Campaign engine), 312Achmed the dead Terrorist, 129action axis, 448Active Sharing

defined, 448purpose, 281

Acton Minutemen, 211–213, 211, 243, 244

Ad Age, 358, 358Adamson, George, 150Adamson, Joy, 150Adaptive Campaign engine (ACe), 312adCenter Labs keyword forecast, 93“Add video annotations - YouTube

Help Center” video, 270, 271Adobe Audition, 265Adobe Premiere Pro editing

software, 285adoption rates, 23, 28–29, 29AdSense accounts, 236, 293, 295Advanced design Customization,

185, 186Adventures of Buckaroo Banzai

Across the eighth dimension, 37Advertiser Perceptions, Inc. study, 416advertisers, 79–81advertising, 289. See also marketing

with videoalternatives, 304case studies, 328click-to-buy, 321–322, 322,

332–333, 333as content, 42defined, 456evaluating, 317–318HBO, 315–317, 315–316homepage video ads, 318–320,

329–331, 329Hyboria, 331–332, 331in-stream ads, 324–326, 325–327InVideo Ads, 320–321, 321,

331–332, 331Mondo Media, 309–312, 310–312Monty Python channel,

332–333, 333

Partner Program. See partners and Partner Program

PBS, 305–307, 305–306pre-rolls, 334–336, 336Promoted Videos, 323, 324,

333–334Showtime, 307–309, 308–309Squeegees channel, 313–315,

313–314Advertising Research Foundation

(ARF), 82AdWords Keyword Tool, 90–91, 94“Age of Conan: Hyborian Adventures”

video, 331–332, 331Akon, 231–232, 423“Akon - ‘don’t Matter’“ video, 232“Akon ‘I’m So Paid/Right now (na

na na na)’ on YouTube Live” video, 231, 231

“Akon’s Con Job”, 232Alarcon, Camille, 253Albert and Bauer, 278Albright-Hanna, Kate, 384, 386, 388All Time link, 56Allen, George, 20“Allen Iverson training” video, 118“Allen’s Listening Tour” video, 20, 76Allison, Julia, 143“Amazing Ball girl” catch video, 42Amazon.com, 321–322American Gladiators channel, 297, 297“America’s next Cooking Celebrity”

contest, 58–60, 59analytics

Brightcove, 309Google Analytics, 371–372, 371

Analytics by Keyword tool, 353Anburajan, Aswini, 378–380Anderson, Laurie, 8“Angels & demons” trailer, 323,

329, 329animal videos

“Battle at Kruger”, 43, 132–134, 133

partnerships, 80annotations

defined, 448video, 270–272, 271

Antonick, Robin, 113AOL Video, 2, 18Apatow, Judd, 228APIs

Brightcove, 309developer, 450

“Apple iMovie Tutorial - How to edit Your Video” video, 270

Apsolon, Mark, 276–277“Are You a Movie Mash-up

Mixmaster with Muvee?” video, 279

“Argument Clinic” video, 397, 397Arlitt, Martin, 102Armstrong, Gary, 71Asian Tsunami, 7“Ask A ninja Question 1 ‘ninja Mart

Store’“ video, 19, 448aspect ratios

homepage video ads, 319videos, 274

Asterias web crawler, 2astroturfing, 252at-home viewing, 36at-work viewing, 36, 38Attack of the Show!, 132Audience demographics feature, 352Audience Geographics feature, 352audiences

attention span study, 268, 268behavior data, 363–365, 364TubeMogul data, 351–352, 352,

355–356, 355audio

homepage video ads, 319natural, 264–266, 265

AudioSwap tool, 448Auletta, Ken, 158automated viewing systems, 100avatar,aka channel icon, 448“Avril Lavigne - Girlfriend” video

most viewed, 52, 76as professional production, 158views, 35–36, 100

AvrilBandAids, 100Ayres, nick, 242

BBackground Color setting, 185–186background for channels, 174–175,

185–186Background Image field, 174Backstage 101 online learning center,

135–136, 136Backstreet Boys, 418Bahner, Adam nyerere, 138“Balloon Bowl” video, 448Banks, elizabeth, 101

IndexNote to the Reader: Throughout this index boldfaced page numbers indicate primary discussions of a topic. Italicized page numbers indicate illustrations.

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bannerschannel page, 179–180, 183video page, 184–185

“Barack Obama: My Plans for 2008” video, 378, 379

“Barack Obama on Health Care” video, 387

BarackObamadotcom channelfocus on, 387–388format rules, 386“Iowa Caucus Victory

Speech”, 380launching, 62“Obama Speech: ‘A More Perfect

Union’“ 382, 382subscribers, 379views, 83, 377–378, 378, 383

Barely digital, 143Barely Political, 142–143, 419Barrett, Rob, 59–60Bartel, Clarus, 100Basic Box properties, 186Battelle, John, 291“Battle at Kruger” video

awards, 132–134, 133defined, 449views, 43, 132–134, 133as viral video, 126–127

Battle of the Atlantic, 338Bauman, eric, 354–355Baumann, Greg, 356BBC Worldwide, 273“Beam me up, YouTube!” post, 324Beardyman, 423Bebo network, 241BeforeAndAfterTV channel, 270behavior analysis, 363–365, 364, 366Bell, Brian, 152benchmarking in Google

Analytics, 372Berra, Yogi

on destinations, 77on observation, 123, 147, 446

Best Commentary award, 19Best in Jest, 419–420, 419Best Series award, 19BetterRecipes.com site, 58–60, 59Beverly Hills 90210, 80“Beverly Hills 90210 - Pilot Parts 1

and 2” video, 326, 326“Beyonce - Single Ladies (Put A Ring

On It)” video, 320, 321BHG.com, 206, 206Biden, Joe

Halloween pumpkin carving, 206, 207

videos, 60, 63“Big Switch by nicholas Carr”

video, 119, 119–120“Big Switch: Rewiring the World,

from edison to Google” (Carr), 119, 239

“Bigger isn’t always better... but in this case, we believe it” video, 261, 261

“Biggest Online dance Battle in The History of Mankind!” video, 149

Bilimoria, Zal, 331Billiam the Snowman, 61, 62“Birds and the Biz” video, 50Blame Society Films, 419“BLASSReITeR episode 1”

video, 273Bleeker, Andrew, 389“Blending Marbles” strategy, 402Blendtec ad campaign, 398–405,

399–405“Blind Men and the elephant” (Sax),

16–17“Blind Painter” video, 449blinkx

founding, 2–3optimizing for, 107–109, 107SeS overview, 9–10video distribution to, 204, 204

Blocked Users page, 449blocks, 449blogs, 232–236, 235–236, 456“Bo Burnham ‘Welcome to YouTube’

performed on YouTube Live ‘08” video, 226–227, 227

boburnham channel, 195, 196Boing Boing, 113Boland, John, 306boom camera technique, 262Border Color setting, 186Born Free, 150Boston.com, 363–364, 364Boston Globe, 363–365“Boston Red Sox - ‘Greatest day’ -

Yankees Choke” video, 215, 215

Bourke, Anthony “Ace”, 150Boxing day Tsunami, 7Boyle, Susan, 244–246,

244–245, 360BradOFarrell channel, 368brainstorming for keyword

suggestions, 88–90, 89brand channels, 178–179, 178

accounts, 179–180channel information box, 189–

191, 189color, 185–187, 186customization options, 198–200designing, 180–183, 181featured videos, 182, 187–189, 188page boxes, 191–198, 191,

193–195page content, 187page layout, 183–184Partner Program, 297–300, 298video page, 184–185, 184

brand exposure, 362–363, 362brand identification, 156branding box, 182, 191–192, 191Branding Options page, 185, 200Breaking Ten feature, 265Brightcove

HBO website, 316optimizing for, 111–112Showtime website, 307–309, 308TubeMogul partnership, 356

Brightcove Alliance, 112Brightcove Basic edition, 309Brightcove enterprise edition, 309Brightcove Pro edition, 309Britain’s Got Talent, 244–245British expedition, 232, 233British monarchy video, 43Broad Match tool, 91Brookers, 4Brotherhood 2.0 project, 189, 189Brown, Glenn, 332Brownback, Sam, 60Bruceclay.com, 431, 431Bryant, Kobe, 362Bubba J, 129Buckley, Michael

advertising income, 291awards, 102–103, 103earnings, 408–409views, 83at YouTube Live, 423

Budzinski, david, 133buffering, 449bulletins, 449bulletins box, 198Burch, david, 268Burnham, Robert “Bo”, 226–228,

227, 423Burt, Ronald S., 416Bush, George W., 15“Business Models for Realities: The

newspapers Industry’s Video SeO Opportunity” (Crowell), 364–365

BuzzLogic, 366

C“Call for Help” program, 279“Call Me” ad, 143calls to action, 319, 321camcorders

defined, 449guidelines, 281–283, 282reviews, 277–278, 278

camera techniques, 262–263, 263campaign comparisons in Google

Analytics, 371Cansei de Ser Sexy band, 100captdeaf channel, 272captions, 272–273, 272, 449CaptionTube, 281

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Caraeff, Rio, 291, 407Carl Zeiss optics, 283Carlson, nicholas, 152Carnegie Mellon University, 80Carousel application, 299Carr, nicholas, 119–120,

119–120, 239Carroll, Jill, 113–114, 114, 431Carrozza, J. L., 132categories

Channels tab, 56defined, 449Live Search Video, 110in titles, 98videos, 417–421, 418–421Videos tab, 52viewer statistics, 33–34, 34

“Caucus night: Barack in Ankeny” video, 385

CBS channel, 192, 193CBS partnerships, 80, 324, 420celebrities, optimizing video for,

118, 118“Chad Vader - day Shift Manager

#1” video, 47, 47Chaffin, Joshua, 14Chan, Tracy, 339–341, 349Chandratillake, Suranga, 9–10Channel Colors setting, 185Channel design page, 175Channel Info link, 177channel info module, 180channel information box,

189–191, 189channel links, 182channels, 169

accounts for, 172–174, 172background, 174–175banners, 179–180, 183–184brand. See brand channelscenter vs. circumference, 170customization, 77, 177–178defined, 449design, 176–177home pages, 176keywords based on, 90setup overview, 170–172, 171video distribution, 200–207,

201–203, 205–206Channels tab, 54–57, 55–57, 449Chapman, Graham, 391“Charlie bit my finger - again!”

video, 129–131, 130, 158Chaudhary, Arun

interview with, 83, 384–391OFA activities, 378–381

Chen, Steve, 7CHIC.TV partnerships, 419Chocolate Rain (Tay Zonday)

as celebrity, 88in “Pork and Beans” video, 4at YouTube Live, 224, 423

“‘Chocolate Rain’ Original Song by Tay Zonday” video, 137–138, 137, 449

“Chris Crocker - LeAVe BRITneY ALOne” video, 140, 140

“Chris Crocker - This & that” video, 139

Christian Science Monitor, 364Christian, The Lion at World’s

end, 150“christian the lion” video,

149–151, 150“Christmas Broadcast 1957”

video, 43Christopher, Joe, 118, 120“Chronicles of narnia Rap”, 12–13Chrysler 300, Spin it Your Way

contest, 302Chu, Jon M., 423Churchill, Winston, 111, 338Chute!, 132Cicierega, neil Stephen, 131–132CleanMyRide.org, 346Cleese, John, 391click-to-buy

introduction of, 81overview, 321–322, 322

Click: What Millions of People Are doing Online and Why It Matters (Tancer), 412–414

clickstream analysis, 413Clinton, Hillary Rodham, 377

3 A.M. phone call ad, 385, 385attack video, 353–354Iowa caucus results, 380video emphasis, 381videos by, 41, 60, 374

close-ups, 164, 449CneT, 273Cnn/YouTube debates, 61Colbert, Stephen, 15, 22Colbert Report, 34college partners, 417color

brand channels, 185–187, 186channel background, 175

“Com.puter.TV” video, 278, 278Comedian accounts, 174, 449comedy and humorous videos, 33–34Comicless, 281comments

brand channels, 197–198defined, 450memes in, 368recent comments box, 199on videos, 214–215, 215

comments box, 197–198communication channels, 77Community Auditions, 69community engagement, 78–79, 209

Akon, 231–232Boyle, Susan, 244–246, 244–245

Burnham, Bo, 226–228, 227comments, 214–215, 215contests, 217–219, 218“disgusting dominos People”,

247–249, 248–249eBay auctions videos, 238, 239email marketing best practices,

239–240, 240groups, 219–220, 221guidelines, 213–214, 214, 444Hulu, 249–252, 250–251MythBusters, 229–231, 230Paul Revere’s ride, 210–213,

211–212Perry, Katy, 225–226, 225responses, 216–217, 216–217Satriani, Joe, 228–229, 228social media marketing tips,

240–242, 242social network page videos,

236–238, 237“Twouble with Twitters”,

246–247, 246–247viral marketing, 243, 244website videos, 232–236,

235–236YouTube Live highlights,

224–225, 224YouTube team, 220–223,

222–223Community Guidelines, 79, 450Community Help Forums, 60Community Rankings, 69Community Rewards, 69Community tab, 57–60, 58–59,

444, 450companions in InVideo ads, 321“Company History” page, 7compelling video content, 76–77,

157–160, 159competitive intelligence, 369–370, 370composition, 450compression, 450comScore information

competitor data, 369demographic data, 415Hulu viewer data, 420market share data, 77, 86,

201, 432Metacafe site, 67mobile video, 427MySpace Video data, 69search activity definition, 17search data, 75Twitter data, 416video length, 40videos per viewer data, 65, 200view data, 3, 37, 37, 111view length data, 421viewers study, 30Yahoo! Video data, 65YouTube share, 24

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Congressional YouTube channels, 424

connect box, 180Consumerist, 248contact lists, 450Content Identification and

Management System (CId), 302–303, 304, 450

Content Verification Program, 450contests

creating, 217–219, 218defined, 450overview, 58–60partners, 182, 300–302, 301“Top This TV” Challenge, 43

contests box, 198converters, video, 286–287, 287cooking4dads channel, 59Cornish, Glen, 275–276, 275Cortese, Amanda, 207cost-benefit analysis in Partner

Program, 295–297, 296–297Couzin, Gradiva, 88, 104–105Cowell, Simon, 245Cozza, Matt, 218–219crane camera technique, 262“Crank That (Soulja Boy)” song, 135“Crave: do You Crave the iPhone

3G” video, 273“Cream of the Crop” blending

playlist, 404, 404credit in titles, 98“Crisis forces domino’s to revamp

social media plan” (Zerillo), 248Crispin Porter and Bogusky (CPB), 248critical mass, 8, 9, 21–22, 21Crocker, Chris, 139–140Cross-Site Analytics feature, 351Cross-Talk ads, 329–330Crowell, Grant, 364–365Cruikshank, Lucas, 163, 429–430Cullen, Mathew, 152Cullum, Leo, cartoons, 339, 412Cuomo, Rivers, 152Current company, 247current events, 24custom reports in Google

Analytics, 371Custom Video Groupings feature, 351cutaways, 165, 450Cutts, Matt, 240CyberLink Powerdirector 7 Ultra

editing software, 285, 285Cyrus, Billy Ray, 148Cyrus, Miley, 48, 48

Ddaily Show, 34dailymotion, 5, 70–71, 70dancing 2006 video, 154

darbyshire, C. Covert, cartoon, 376darling, Jennifer, 60dashboards, 373–374data export feature, 351data Feed feature, 351date of Birth field for accounts, 173date slider in Google Analytics, 372davis, Bette, 30davis, Captain, 243davis, Isaac, 213dawes, William, Jr., 212–213,

232–233, 243dear diary film, 313deBevoise, Philip, 332decoding in communications

process, 72delicious, 99democratic debate, 61–62demographics data

comScore, 415Insight, 346–347, 347

demonstrations, 135denters, esmee, 140–142, 141,

224, 423depth of field, 450descriptions

defined, 450guidelines, 444optimizing, 97–98

designbrand channels, 180–183, 181channels, 176–177defined, 450

destinations in Partner Program, 297–300, 298

developer APIs and RSS, 450dialogue/conversation, 42dickson, Tom, 398, 402“did You Know; Shift Happens -

Globalization; Information Age” (Fisch), 447–448, 447

“diet Coke + Mentos” video, 12, 158

diffusion networks, 8diffusion of Innovations (Rogers)

adoption rates, 23, 28–29, 29hypodermic needle model, 26opinion leaders, 8, 210

digg network, 241diggnation program, 357digital Video Committee, 82director accounts

defined, 451options, 174Truveo, 110, 205–206, 205

discovery tab, 87, 345–346, 345, 444“disgusting dominos People” video,

247–249, 248“disgusting dominos People -

domino Responds” video, 249disney, 104

disney-ABC Television Groupad-supported channels, 187Hulu connection, 251–252, 316partnerships, 418Squeegees, 313–314

disney Media networks, 187disney Parks channel, 298distribution

Brightcove, 308Video Placement Multiplier,

359, 359videos, 200–207, 201–203,

205–206dIY dashboard software,

373–374, 373dIY videos, 34dodd, Chris, 60dodson, Andrew, 218dolly camera technique, 262domino’s Pizza, 247–249, 248–249donen, Stanley, 158donovan, Mark, 427“dove evolution” video, 43downhill, Fionn, 129doyle, Patrick, 248“dr. Amy Gutmann, Penn’s

President, on increasing access” video, 117, 117

driscoll, ed, 266–267dueling Cavalier, 159–160dunham, Jeff, 128–129, 128dunkin’ donuts, 298dVd sales for Monty Python

channel, 391–397, 392–394, 396–397

dylan, Jesse, 157dynamic delivery in Brightcove, 308dynamic Logic, 335

Ee-commerce tracking in Google

Analytics, 372earlier adopters, 28eastbound & down series, 315–316,

315–316eBaum’s World, 354eBay auctions videos, 238, 239edge event, 42editing software, 284–286, 285editors’ Picks, 451education partners, 80educational videos, 34edwards, John, 60, 380effective monetization, 295egelko, Bob, 294eHow.com, 28780-–20 rule, 32“802.11n Wifi by Marvell” video, 116election campaign, 377–383, 378–379,

381–382

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electronic Arts, 80, 303elephant’s Child (Kipling), 27–28email Address field for accounts, 173email marketing best practices,

239–240, 240email Options page, 179eMarketer, 440

category data, 33, 34viewers data, 30, 30

embed Code Customizer, 234embedded Player section, 346embedded videos

defined, 451guidelines, 444Partner Program, 295

“embedding YouTube Videos” video, 270

encoding in communications process, 72

engaging community. See community engagement

enquiro Research, 100entertainment partnerships, 80ePIC FU, 419essential areas, 451establishing shots, 451evangelion franchise, 100evans, dave, 241–242, 242evans, Liana “Li”, 434–436, 435event Reporting feature, 351events box, 199–200evershed, John, 292, 310, 312“evolution of dance” video, 3, 145

Most Viewed tab, 52, 53as professional production, 158responses, 54, 55, 417as viral video, 126

exhibitors, optimizing video for, 119–121, 119–121

experience analysis, 365, 366expert Village, 275–276, 275extensible Markup Language

(xML), 457external Links section, 346

FFacebook

iPhone user access, 426marketing tips, 240–242videos on, 237–238, 238YouTube traffic from, 413

Faes, Benjamin, 328Family Guy, 165“Family Guy - Cool Whip”

video, 369Farber, dan, 358Fast Company, 390, 391fast followers, 2–3favorites, 451favorites box, 196

favorites module, 183featured videos

brand channels, 179, 182, 187–189, 188

defined, 451home page, 49–50, 50

feedback in communications process, 72

Feldmann, Linda, 41, 379Felux, Shane, 315FFMPeG tool, 286Figglehorn, Fred, 163, 429–430, 429filenames, 104film & animation partnerships, 80Final Cut Pro editing software, 285“First Blog, dorkiness Prevail”

video, 19first movers, 2–3Fisch, Karl, 447Fischer, david Hackett, 211–213five Ws and an H, 27–30

how, 42, 42, 431–432, 431keyword suggestions, 89–90in titles, 96what, 33–34, 34, 417–421,

418–421when, 34–36, 421–425, 422, 424where, 36–38, 37, 425–427, 426who, 30–33, 30, 412–417, 414, 416why, 38–39, 427–430, 428–430

fiveandahalfgirls, 419FiveThirtyeight.com, 377flagged videos, 79, 214, 451“Flagging on YouTube: The Basics”

video, 214, 214Flash player, 451Flash uploader, 269Flickr, 99Flip UltraHd camcorder, 282–283“Flip UltraHd Is Pure digital’s

Best Pocket Camcorder Yet” (Robischon), 282

Flip Video, 224“Flip Video Camera - Transferring

from Camera to Computer” video, 270

Flip Video Spotlight program, 307floating stabilizer camera

technique, 262Fogel, Jeremy, 294follow focus, 451Font setting for brand channels, 185“Food Court Musical” video, 160Ford, Harold, Jr., 143Ford, Henry, 28Ford, InVideo ads, 320, 321formats

homepage video ads, 319uploading, 260–261, 261video, 286

Forrester Consulting, 66

forums, 604chan.org, 1384chanPeople, 417frame rate, 274framing, 451Fred, 224, 423“Fred Goes Swimming” video, 429“Fred Goes to the dentist” video, 429“Fred Loses His Meds” video,

163–164, 163, 429“Free Hugs Campaign” video, 3, 451free term, 451Freidkin, don, 158–159“Freshburst Surprise” video, 220, 221friends box, 199friends/friend invitations, 451“Frozen Grand Central” video,

160–161, 160Funcom, 331–332funnel visualization in Google

Analytics, 372Funtwo, 228–229, 228, 423

Ggadgets, 182Galileo, 337–338gaming partnerships, 80Gaughan, Pete, 165, 176Geek entertainment TV, 419Gender field for accounts, 173General settings for brand

channels, 185Geordorn channel, 90GeoTargeting, 372“Getting Found in All the Right

Places” workshop, 102Gibbs, Cameron, 334Gill, Phillipa, 102Gilliam, Terry, 391Gilmore, Jim, 60Giraldi, Joseph, 316Giuliani, Rudy, 60Gizmoz application, 299Gladwell, Malcolm, 232Globe, 363–365glossary, 447–457Gmail accounts, 175“God, this is going to be all over

YouTube” cartoon, 3, 3Godin, Seth, 239Goldstone, John, interview, 83,

394–397Gomes, Lee, 21–22Gonzodoga, 273GoodAsYou.org, 248Goodby Silverstein & Partners, 330“Goodbye, Farewell and Amen”

show, 36Google AdWords Keyword Tool,

90–91, 94

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Google Analytics, 371–372, 371“Google Closing in on 73 Percent

of U.S. Searches in April 2009”, 370

Google Inc., YouTube acquired by, 12, 22–24

Google Maps, 426Google Search, 346Google Trends tool, 92Google Video, 346

defined, 451launching, 2–3market share, 18, 21visits, 5, 170

Google Video Sitemaps, 105–107Gordon, Byron, 438Gore, Al, 247Graham, Jefferson, 282Grappone, Jennifer, 88, 104–105Gravel, Mike, 60, 143Green, Hank, 189Green, John, 189Green, Seth, 139green-screen effect, 266, 266“Green technology initiative:

Marvell’s digital PFC chips” video, 116

Gregory, Alex, cartoons, 210, 259Grimaldi, Joe, 290gross rating points (GRPs), 377groups

defined, 452joining and creating, 60,

219–220, 221Grove, Steve, 383, 425“Guild - episode 1: Wake-Up Call”

video, 452“Guitar Hero 2 Rush YYZ on

expert” video, 228“Guitar Hero - Joe Satriani &

Funtwo - YouTube Live” video, 228–229, 228

Guru accounts, 174, 452Guthrie, Woody, 4Gutmann, Amy, 117, 117

HHall, Henry, 440–441, 440halo effect, 328handheld camera technique, 262Handsome donkey, 313“Hanna Montana naughty Tape?

Kim Kardashian Burping PSA!” video, 408, 409

“Happy Tree #3,079” video, 259Happy Tree Friends, 310–312, 312Hardesty, Brandon, 423Harding, Matt, 153–156, 154Harris, Chris, 232Hart, Kim, 346

“Haunting In Connecticut”, 330HBO website and channel, 315–317,

315–316Hd tab, 52Hd widescreen resolution, 273–274headroom, 452HearThis.com, 241Heffernan, Virginia, 19–20, 229“Heinz: The Kissable Ketchup”

commercial, 218“Heinz’s marketing blitz paying off”

(Lindeman), 218Help, defined, 452hendrickm82 channel, 272“Here It Goes Again” video, 452Hi5 network, 241Higa, Ryan, 417“High definition Processing with

Marvell’s Qdeo” video, 116Highlight Box properties, 186“Hillary 1984” video, 353–354“Hillary’s ‘3 A.M. ad’ Girl doesn’t

Approve of that Message” video, 384, 385

Hilton, Paris, 138–140, 139, 318history of videos viewed, 452history of YouTube, 1

adoption rate, 8, 9first movers and fast

followers, 2–3founding, 7Google purchase of, 22–24paradigms, 5–7, 6video search engines, 9–12, 11video sharing vs. video search,

12–22, 13, 15, 21YouTube nation, 3–4, 3–4

“Hitwise: damn expensive, but damn Cool” (Kelly), 370

Hitwise informationclickstream analysis, 413competitor intelligence,

369–370, 370cost, 414market share data, 21, 21, 23,

77, 86, 111, 201MySpace Video data, 14paradigm confusion, 16top 10 video search sites, 17–18,

17–18visit data, 5, 170

Hitwise Intelligence Analyst Weblogs, 12–14, 370

“Hitwise Launches Internet Measurement Service for Canada”, 370

Hitwise Research Store, 370Hoffner, Jordan, 297, 313, 317holidays in keywords, 89Hollywood.com, 418HollywoodRecord channel, 148

Home depot, 352–353, 353home pages

customizing, 176video ads, 318–320,

329–331, 329YouTube, 48–51, 49–50

Homepage Masthead Unit, 331Honors videos, 52, 452Hopkins, Claude, 163Hopkins, Heather, 370Hopkins, Jim, 7Hopkins, Marshall, cartoon, 3“Hostage: The Jill Carroll Story”

video, 113–114, 114, 431hosting channel background

image, 175“Hot n Cold” video (Perry),

225, 225Hot Spots feature, 348–349, 348hotel room viewing, 36hotforword channel, 187“Hotness Prevails/Worst Video

ever” video, 19, 452House Hub, 424–425“How do I make a video?”

video, 258“How do you get featured on

YouTube” video, 50, 50how question for videos, 42, 42,

431–432, 431“How to download YouTube Videos

to an iPod” video, 279“How to Handle Post-Production

Video emergencies” article, 287, 288

“How To Make a Video for YouTube: Using Quick Capture on YouTube” video, 275

“How to Make Professional digital Video” video, 275, 275

“How to Piss Off a YouTube User” video, 279

“How to Solve a Rubik’s Cube (Part One)” video, 452

“How to Tie a Tie - expert Instructions on How to Tie a Tie” video, 90

“How to Upload” article, 268“How to Upload A Video to

YouTube” video, 268–269, 269“How to use YouTube annotations”

video, 271, 271“How to Watch YouTube

Subscriptions on the iPhone” video, 279

Howard, Robert e., 331Howe, Karen, 9–10HP, Project direct, 302Huckabee, Mike, 60Hudson, Katheryn elizabeth, 226Huffington Post, 113

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Huludailymotion agreement, 70defined, 452overview, 249–252, 250–251Squeegees channel, 313–314,

313–314TV shows, 420, 420visits February 2009, 5

“Hulu and the Older early Adopter” (Tancer), 415

“HULU TUBe - PHASInG YOU OUT OF YOUTUBe” video, 250–252, 251

“HULU TUBe Retraction” video, 252

HuludotCom channel, 369Hunter, duncan, 60Hurley, Chad, 7, 24, 318, 332, 417Hyboria, 331–332, 331Hyneman, James earl “Jamie”,

229–231Hyperdunk campaign, 362–363hypodermic needle model, 26, 31

I“I Got a Crush...On Obama” video,

3, 126, 142–144, 142IAB (Internet Advertising Bureau),

82, 335icons, video page, 185Idle, eric, 391, 395Illumenix company, 267, 350“I’m bo yo” video, 227“I’m F**king Matt damon”

video, 346images

background, 175–176banner, 179

iMovie editing software, 284“Impact: Action on demand” video,

296, 296Impact channel, 296, 420–421, 421Improv everywhere, 160–161in-stream ads, 324–326, 325–327Incisive Media, 119Individual Qualification (IQ)

test, 372industry trends, 352–354, 353–354influence factor in discovery, 124Information and Propaganda for

Couch Potatoes, 429information factor in discovery, 124Infuse Creative agency, 353inlinks, tracking, 367–369, 368InPlay service, 267, 354–355, 355“Insight! (Christian Bale version)”

video, 222, 222“Insight...In SPACe” video,

223, 223Insight discovery tab, 117, 119

Insight tool, 81–82, 337benefits, 444demographics data,

346–347, 347discovery tab, 345–346, 345Hot Spots feature, 348–349, 348keyword data, 87overview, 339–341, 341popularity measures,

343–345, 344view counts, 341–343, 342–343

Institute for Public Relations, 83intellectual property, 293–294“Interactive card trick” video, 272“Interactive shell game” video, 272Internal site search in Google

Analytics, 372Internet Advertising Bureau (IAB),

82, 335interpersonal channels, 77interpersonal influence in two-step

flow model, 26InVideo ads

defined, 452Funcom, 331–332, 331overview, 320–321, 321Partner Program, 295

invisible caucus, 41, 61, 379invisible primary, 379invisibleSHIeLd, 334“Iowa Caucus Victory Speech”

video, 380, 381iPhone, 425–427, 426IQ (Individual Qualification)

test, 372Isaac, 263–266iTouchiPodz partnerships, 419iTunes, 321–322Itzkoff, dave, 12

JJackson, Janet, 7Jakobi, nick, 346, 349James, Kevin, 132Jantze studios, 50Jarboe, Greg, 239–240,

431–434, 431JavaScript scripting language, 452“Jeff dunham - Achmed the dead

Terrorist” video, 128–129, 128“Jesus shot” video, 42Jin the emcee, 380“Jingle Bombs” song, 129Jiroux, Mandy, 48, 48, 149“john.he.is” song, 157JohnMcCaindotcom channel, 64, 383Johnson’s Baby Channel, 298, 298joining groups, 60, 219jokes/bloopers/funny clips (comedy)

category, 33–34

joltguy, 250Jonas, nick, 148Jones, Alex, 252Jones, Terry, 391Jones, Unity, 150Jose Jalapeno on a Stick, 129Jossen, Barry, 313Joy of Painting (Ross), 258Junior Miss South Carolina, 4, 88Jurkovac, Mike, 157

KKarim, Jawed, 7, 154, 417Katers 17, 423Katsarelis, Kip, 303“Katy Perry ‘Hot n Cold’ - YouTube

Live ‘08” video, 225–226, 225“Katy Perry - I Kissed a Girl (Official

Video)” video, 226, 322, 322“Katy Perry - Ur So Gay” video, 226Kauffman, Leah, 142Kaushik, Avinash, 338–339, 348–349,

365, 434KdPaine & Partners, 373–374KdPI tool, 373KeI (keyword effectiveness index),

94, 94Kelley, Rebecca, 370Kelly, Gene, 158key leaders, optimizing videos of,

117, 117Key Performance Indicators

(KPIs), 373“Keys to Chromakey: How To Use A

Green Screen” (driscoll), 266keyword effectiveness index (KeI),

94, 94Keyword Questions tool, 93Keyword Tool, 90–91, 94Keyworddiscovery.com, 92, 94keywords, 88

brainstorming, 88–90, 89effectiveness analysis, 94, 94Google AdWords Keyword Tool,

90–91Google Analytics, 371query suggestions, 91–92, 92tags as, 118tools, 92–93, 93video optimization, 76

King, david, 302Kipling, Rudyard, 27–28, 96“Kiwi!” video, 20, 452Klein, Joe, 157Klonick, Kate, 398Kmart channel contests, 300, 301“Kobe jumps over a speeding

car (Aston Martin)” video, 362, 362

Kolowich, Michael, 28, 39–41

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Kotler, Philip, 71–72KPIs (Key Performance

Indicators), 373Kraft Cooking Video Challenge

video, 184kristinavanni channel, 59Kruger national Park, 133Kucinich, dennis, 60

LLabel Color setting, 185Laipply, Judson, 52, 88, 126,

158, 417Lake Wobegon effect, 39language, YouTube, 3Lasswell, Harold, 71–73, 77, 210“Last Lecture” (Pausch),

124–126, 125later adopters, 28Latimer, Jason, 423“Laughing Baby” video, 452Lavie, Lisa, 423layout for brand channel pages,

183–184“Lazy Sunday” video, 12–14, 13,

22, 126League of extraordinary

dancers, 423lean forward platform, 328Learmonth, Michael, 378, 381“LeAVe BRITneY ALOne” video,

138–140, 140LeBron James Channel, 298Legend, John, 157Lemon demon band, 132length of video productions,

267–268, 268, 421Leo Burnett agency, 377Lessig, Lawrence, 294Levi, Bryan, 216–217Levinator25, 42, 216–217Levinsohn, Ross, 14Levitt, Theodore, 46–47Lewis, Sage, 171“Lezberado: Revenge Fantasies”

video, 158Li, Zongpeng, 102“Liana evans, KeyRelevance, on

video branding strategy at SeS London” video, 435, 435

Life on the Mississippi (Twain), 427lighting source in video production,

263–264, 264Lim Jeong-hyun, 229Lindeman, Teresa F., 218Link Color setting, 185Link Intelligence feature, 351Links section, 453links to videos, 104Liu, Matthew, 443–445, 443

Live Search Video, optimizing for, 110–111, 110–111

Live Search Webmaster Center, 441Live Spaces network, 241Live Video Search, 440–442, 442Location field for accounts, 173Location Info link, 177“Locked Up” song, 232Lockergnome channel, 278–280, 279Logitech QuickCam web cams, 283Lonelygirl15, 19, 33“LonelyGirl15 is dead!” video, 103,

103, 408, 453long shots (LS), 453Longfellow, Henry Wadsworth,

211–212Lorenz, Lee, 43lost viewers study, 267–268, 268Lucas, Chris, 307–308

M“M&M CRU FInAL dAnCe

BATTLe - Cyrus Blaine Seacrest Tatum” video, 48, 48, 149

MacFarlane, Seth, 164–166“MacGyver - Pilot” video, 326, 327MacGyver show, 80Machinima.com, 332MacMillan, douglas, 335–336Madden, Mary, 32–33, 36Madonna, 226Madyeti47 channel, 20Magic Video Converter, 286, 287Magical Trevor, 252Mahanti, Anirban, 102major celebrities, optimizing video

for, 118, 118Mancuso, Angela, 315Mann, Juan, 423Manso, Gustave, 39Manzi, Jim, 82, 376–377map. See mass media mapMap Room, 338–339Mapes & Ross research, 129“Mario: Game Over” video, 99“Mark Apsolon’s Video: Tips and

Tricks” video, 276–277, 277MarkApsolon channel, 276–277, 277Markel, Gregory, 438–440, 438marketing concepts, 42–43, 42Marketing Management (Kotler),

71–72“Marketing Myopia” (Levitt), 46–47marketing strategy, 45

mass media map. See mass media map

opinion leaders identification. See opinion leaders identification

overview, 46, 46

marketing with video, 431–432, 431. See also advertising

evans, Liana “Li”, 434–436, 435Hall, Henry, 440–441, 440–442Jarboe, Greg, 432–434Liu, Matthew, 443–445, 443–445Markel, Gregory, 438–440,

438–440“Marketing with Video”

presentation (Reider), 42Martin, Steve, 6Marvell Technology, 115–116, 116Mary, Jennifer, 150Maryrose, 14M*A*S*H show, 36Mash-up application, 299MashCaster, 395mass media channels, 77mass media map

channel customization, 77community engagement, 78–79content, 76–77Insight, 81–82new, 77–78opinion leaders, 74outcomes vs. outputs, 82–83overview, 71partners and advertisers, 79–81re-examining, 71–74, 72–73video optimization, 75–76video production, 79

mass production, 28masthead ads, 320, 331“Matt Cutts, Google, discusses

mobile search at SeS San Jose 2008” video, 240, 240

MattHarding2718, 89Mayer, Lindsay, 187, 188MC Hammer, 423McBride, danny, 316McCain, John, 377

Halloween pumpkin carving, 206, 207

opinion leaders, 64spoof song, 157videos, 41, 60, 62views, 373, 383

McCartney, Paul, 229Mcdonald, Mike, 434McGirt, ellen, 381McKenna, Virginia, 150McLeod, Scott, 447McLuhan, Marshall, 76–77“Me at the zoo” video, 417“me singing ‘what goes around’

Justin Timberlake” video, 140–142, 141

Measurement Standard, 373–374measures

outcomes. See outcomesverification. See verification

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mediaBrightcove Media module, 308in communications process, 72mass media map. See mass

media mapMedia Really Simple Syndication

(Media RSS), 10, 105, 110medium shots (MS), 453MegaVideo, 5, 40, 71Melvin the Superhero, 129message in communications

process, 72Metacafe

opinion leaders identification, 66–68, 67

visits, 5metadata

defined, 453videos, 105views, 64

metadata fields, 10, 11MetaFest film festival, 68metrics, 43MGM Worldwide digital Media

(MGM), 296–297, 420–421Middlesex alarm, 211–212, 212“Miley Cyrus - 7 Things - Official

Music Video (HQ)” video, 147–149, 147–148

“Miley Cyrus - 7 Things - Spoof” video, 148–149, 148

mileymandy channel, 149Miller, Michael, 401Millward Brown, 335Mindshare and General Motors

europe, 328Mingo, Jack, 429Minisodenetwork channel, 175“Ministry of Silly Walks”, 333Mino, 224Miss Cupcake, 419Mitt TV channel, 39–41M:Metrics, 426–427mobile videos, 453modules

channel page, 180–183home page, 176

Mondo Mediaviews, 80websites and channel, 309–312,

310–312Mondo Mini Shows channel,

311–312, 311–312monetization in Partner Program, 295Monty Python channel, 332–333,

333, 391–397, 392–394, 396–397

“Monty Python Channel on YouTube” video, 392–394, 393, 417

Monty Python’s Flying Circus, 391

Moore, Peter, 217Moran, david, 218More from this User module,

101, 179Mosaic application, 299Most Adorable award, 20Most Creative award, 20Most Subscribed link, 56Most Viewed tab, 52, 53, 56, 56motion charts, 371Motorola, 328Movie Maker editing software,

284, 286Mr. Gumby, 394, 394MSn Video, 110–111, 111

market share, 18visits, 5

MSWMM files, 286Mulligan, John, 118, 120Mulliken, Lydia, 243Multimedia Modes Research, 441Multiplatform Video Report, 425Murphy, Ryan, 132“Music Is My Hot Hot Sex”

video, 100Musician accounts, 174, 453Musician of the Year award, 19“My 22nd Skydive” video, 272“My ‘little secret...” video, 228“My name is Lisa” video, 453“My Whole Family...” video, 228MydamnChannel channel, 101, 340MySpace

marketing tips, 240, 242videos on, 236–238

MySpace Videos, 69, 69defined, 453market share, 14–15, 15, 18, 21visits, 5, 170, 413

“Mysterious Ticking noise” video, 132“MythBusters - Ask a ninja!”

video, 230MythBusters at YouTube Live, 423MythBusters show, 229–231, 230“MythBusters YouTube Live” video,

229–230, 231

Nnames for videos, 104naslund, Amber, 367, 367national Geographic, 80, 132–134natural sound, 264–266, 265nBA highlights, 80nehrig, davd, 238“new Flip Ultra video cameras

might flip your switch” (Graham), 282

new Kids on the Rock, 132“new Media Minute” show, 356new York Times company, 363–365

news/current events category, 33–34news stories, optimizing for,

113–115, 114news videos, 33–34newsHour with Jim Lehrer, 306next new networks, 143nielsen Media Research data, 200nielsen/netRatings audience

data, 347nielsen Online data, 369nigahiga channel, 187, 195, 195nike, 362–363“nine Classic Camera Moves”

(Schaller), 26290–10 rule, 32“1984 Apple’s Macintosh

Commercial” video, 336, 336“no Pants Subway Ride” video, 160“no You Can’t” song, 157noise in communications process, 72non-profit accounts, 174, 453nonexclusive partnership

agreements, 295nonSociety.com, 143“‘nORA: Practice Makes Purr-fect’

- Check the sequel too” video, 144–145, 145

nose room, 453noth, Paul, cartoon, 124nova, Lisa, 423“now We Can eat” commercial, 219nunes, Julia, 423nussey, Virginia, 431–432

OObama, Barack

Chaudhary interview on, 384–391, 385, 387–388, 390–391

Halloween pumpkin carving, 206, 207

presidential election campaign, 377–383, 378–379, 381–382

response videos, 354videos, 41, 60, 62–64

“Obama and Politics 2.0: documenting History in Real-Time”, 381

Obama Biden page, 62, 63Obama for America (OFA), 378–391Obama Girl, 126, 142–144, 142“Obama Speech: ‘A More Perfect

Union’“ video, 382, 382, 386–387, 387

“Obama’s Video Guru Speaks: How We Owned the YouTube Primary” video, 381

observation for leader identification, 38

Observe and Report, 419

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Occam’s Razor blog, 339, 349Odden, Lee, 242O’donnell, Jamie, 115–116O’Farrell, Brad, advice

AdSense ads, 295camcorders, 283comments, 215, 368contests, 302customization, 234editing software, 284gurus, 174Insight, 340stereo sound tip, 258tags, 99thumbnail gaming, 143TubeMogul, 203video responses, 217views, 101volunteering, 223

office viewing, 38Official Couch Potato Handbook

(Mingo), 429Ogilvy, david, 97, 164Ogilvy on Advertising (Ogilvy),

97, 164“OK Go - Here it goes again”

video, 20OkGo channel, 20Oldsmobile ad campaign, 27, 377O’Malley, deirdre, 310“OMG!!! Jonas Brothers and Fred

Join Cast of Lonelygirl15!” video, 103

“One Million Subscribers” video, 429, 429

100 million mark, 18100 Million Views Club, 360, 360100% Pure new Zealand brand

channel, 298“118 247 directory Heaven

‘exTended VeRSIOn’ TV ad by Weebl” video, 254, 255

Onion news network, 143Onion partnerships, 419“Online Marketing Heroes”

(Miller), 401Online nation, 132Online Testing exchange

(OTx), 328online video market, 25

five Ws and an H. See five Ws and an H

overview, 26–29, 29video marketing, 42–43, 42viral video limitations, 38–41

“Online Video Production Best Practices - A discussion with Arun Chaudhary From Obama for America” video, 378, 378

online video sites, 5Open Audio from Video feature, 265

“Opencast Project Open House at UC Berkeley” video, 273

opinion leaders, 8, 31–32influence, 124mass media map, 74video categories, 33–34video discovery, 34–35,

421–422video sharing, 38video watching locations, 36–37

opinion leaders identificationChannels tab, 54–57, 55–57Community tab, 57–60, 58–59dailymotion, 70–71, 70home page, 48–51, 49–50Metacafe, 66–68, 67MySpace Video, 69, 69overview, 47–48, 47–48, 64–65Veoh, 66–67, 66Videos tab, 51–54, 51, 53–54Yahoo! Video, 65–66, 65You Choose ‘08, 60–64, 61–63

“Optimizing for Universal Search” workshop, 102

optimizing video, 75–76, 85descriptions, 97–98of key leaders, 117, 117keyword research, 88–94, 89,

92–94of major celebrities, 118, 118news stories, 113–115, 114overview, 86–87, 87process overview, 94–95for product introductions,

115–116, 116ratings for, 102–103, 103of speakers and exhibitors,

119–121, 119–121tags, 98–99titles, 95–97, 96views, 99–102for web. See web optimization

O’Reilly, Bill, 15Organ, Michael, 389Organize Videos page, 177–179“Organizing for America”

video, 388“Original Human TeTRIS

Performance by Guillaume Reymond” video, 453

Orkut network, 241“Otters holding hands” video,

144–145, 144outcomes, 365, 366, 375

Blendtec, 398–405, 399–405Halloween, 410Monty Python channel, 391–397,

392–394, 396–397vs. outputs, 82–83, 376–377, 376presidential election campaign,

377–383, 378–379, 381–382

Universal Music Group, 406–408, 406–407

What the Buck?!, 408–409, 408–409

“Outer Limits” show, 249, 250outputs vs. outcomes, 82–83,

376–377, 376over-the-shoulder shots, 453

PPacheco, Max, 132Packer, Jim, 296page layout for brand channels,

183–184Paine, Katie delahaye, 83, 373“Painting with Pictures featuring

Rob Boss” video, 258, 258Palin, Michael, 391Palin, Sarah, 206, 207Palisades Interactive Media, 410pan camera technique, 262–263, 453Papa Bear, 50paradigms, 5–7, 6, 16Pareto principle, 32Paris album, 318Paris Hilton Channel, 318“PARIS In JAIL” video,

138–140, 139Parnell, Chris, 414Participatory Video Ad (PVA),

318–319partners and Partner Program, 80,

179, 289content Id, 302–303, 304contests, 300–302, 301cost-benefit analysis, 295–297,

296–297defined, 453destinations, 297–300, 298examples, 79–81, 417–419featured content, 182overview, 291–292signing up for, 293–294

Password field for accounts, 173Patriot Messengers, 232, 233Paul, Ron, 60, 373–374Paul Revere’s ride (Fischer), 210–213,

211–212Pausch, Randy, 80, 124–126, 125PBS website and channel, 305–307,

305–306Peanut, 129pedestal camera technique, 262, 453PerezHilton.com, 234, 235performer information, 453Perkins, Terri, 332Permission Marketing: Turning

Strangers into Friends and Friends into Customers (Godin), 239

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Perry, Katy, 225–226, 225, 423Personal Info link, 177Personal Profile page, 190–191personalized home pages, 49Petercoffin, 223pets and animals videos

“Battle at Kruger”, 43, 132–134, 133

partnerships, 80Pew Internet & American Life

Project, 32–38, 41, 62, 79, 382–383

Pew Research Center, 382–383“Peyton Manning working out”

video, 118Pickering, Jonti, 252Piper, Tim, 43Pirillo, Chris, 278–280“Pitching George Lucas”, 315“Play him off, keyboard cat” video,

217, 368, 417playlist box, 192–193, 193playlist module, 182playlists, 453Playlists link, 454point-of-view (POV) shots, 454Politician accounts, 174, 454Pollack, Sara, 249–250Poniewozik, James, 15Pool, 336Popular tab, 52popularity measures in Insight,

343–345, 344“Pork and Beans” video, 4, 151–153,

152, 158post-production video emergencies,

287–288Post Video button, 454Postal Code field for accounts, 173“Potter Puppet Pals in ‘The

Mysterious Ticking noise’“ video, 131–132, 131, 454

Powerdirector 7 Ultra editing software, 285, 285

Powers, 22POYKPAC group, 99pre-rolls, 334–336, 336Premiere Pro editing software, 285Prescott, LeeAnn, 12–14, 17, 22, 414Prescott, Samuel, 212–213, 243, 247presidential election campaign,

39–41, 60–64, 61–63, 377–383, 378–379, 381–382

press release distribution, 206–207, 206

“Princess Chronicles” video, 277Princeton Survey Research

Associates International survey, 383

Principles of Marketing (Kotler and Armstrong), 71

Prison Break program, 318private messages, 454private videos, 454processing time, 454Producer Rewards program, 69product introductions, optimizing

video for, 115–116, 116production. See video productionprofile icon, 184Project direct, 302Promoted Videos, 49, 318

defined, 454overview, 323, 324ZAGG program, 333–334

publishing tools, 308Puente, Maria, 245Purdue University study, 129Pure digital camcorder, 282PVA (Participatory Video Ad),

318–319PythOnline, 395, 396

Qquality

video conversion, 286–287video resolution, 273–274

“Queen’s Speech” video, 43query suggestions, 91–92, 92Quick Capture, 216QuickList playlist, 454Quinn, Sean, 377

Rrack focus technique, 262–263, 454Radian6, 366–367, 367Rainie, Lee, 62Rajaraman, Shiva, 249–250“Randy Pausch Last Lecture:

Achieving Your Childhood dreams” video, 125, 125

Rapier company, 252rating videos

defined, 454for optimizing, 102–103, 103

Re-type Password field for accounts, 173

Reagan, Ronald, 82“Really Achieving Your Childhood

dreams” (Pausch), 125RealTime setting, 454RealTime testing, 222receivers in communications

process, 72recent activity box, 178, 198recent comments box, 199Recipe Souvenirs website, 59recording video responses, 216ReelSeO, 446Rees, Peter, 230

Reider, Suzie, 28, 42–43, 72related videos, 118, 345, 454relative popularity measures,

343–345, 344Relles, Ben, 142Relm, Mike, 423Remix: Making Art and Commerce

Thrive in the Hybrid economy (Lessig), 294

remote shoots, 455Rendall, John, 150Renetto, 4Repeat Background Image

option, 175Reporter accounts, 174, 455Republican debate, 61–62resolution

homepage video ads, 319widescreen, 273–274

responsesin communications process, 72to videos, 216–217, 216–217

return on investment (ROI) in marketing campaigns, 81, 83

Revere, Paul, 210–213, 211–212, 220, 232–233, 243

Revision3 network, 356–357, 357Rich, Frank, 20Richardson, Bill, 60“Rick Astley - never Gonna Give

You Up” video, 161–163, 162Rick Rolling, 161–162“Right now” song, 231“Rihanna - don’t Stop The Music”

video, 406, 407Riley, Richard, 448Rob Zombie’s Halloween, 410Robertson, Hal, 265–266Robischon, noah, 282Rocky Mountain news, 364Rogers, everett

adoption rates, 23, 28–29, 29channels, 77hypodermic needle model, 26, 31opinion leaders, 8, 35, 74, 210,

212, 421two-step flow model, 77

Rogers, Zachary, 346ROI (return on investment) in

marketing campaigns, 81, 83Roman Inquisition, 338Romney, Mitt, 39–41, 60Rospars, Joe, 380, 389Ross, Bob, 258–259Rough Type blog, 239Roy, Sumantra, 94Royal Channel, 43Rubber Republic data, 5, 6, 116rule of thirds, 455Russian nesting dolls optimization

techniques, 96–97, 96

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SS-curve, 29, 29, 32SaaS (Software-as-a-Service)

businesses, 112SageRock Channel, 171, 171sales data, 356Samberg, Andy, 414“Same Time Tomorrow”

(Anderson), 8Sandoval, Greg, 291, 406–408Sarno, david, 217Satriani, Joseph “Stach”, 228–229,

228, 423Savage, Adam Whitney, 229–231Sax, John Godfrey, 16“Say It’s Possible” video, 19, 455Scannell, Herb, 143scenes, 455Schaller, Brian, 262Schlosberg, Jason, 133Schmidt, eric, 12, 24Schonfeld, erick, 417Sea Above, 158Seacrest, Ryan, 226search box, 455Search engine Marketer, 93search engine optimization, 6, 86Search engine Optimization: An

Hour A day (Grappone and Couzin), 88, 104–105

Search engine Strategies (SeS) conference, 9, 119–121, 120–121, 431–436, 445

Seattle Post-Intelligencer, 364segmentation in Google

Analytics, 371self-service interface, 445Senate Hub, 424–425“Senator Gravel Lobbies Obama

Girl!” video, 143senders in communications

process, 72“Sendori escalator Pitch, SeS nY

2008” video, 121, 121SeO Blog, 431Sequoia Capital, 8“SeS nY: Mysteries of Online Video

Revealed” video, 435, 435SeSConferenceexpo channel, 119,

340, 435“Seth MacFarlane’s Cavalcade of

Cartoon Comedy” video, 164SethComedy channel, 165Sfmedia RSS 20.0 module, 10Shanahan, danny, cartoon, 87sharing videos

defined, 455locations, 38vs. search, 12–22, 13, 15, 21

Shaw, George Bernard, 73“Shelly Two”, 101

Sherman, Chris, 9Shields, Mike, 292“shift happens”, 447, 447shots, 455Shott, Heather Morgan, 59Show Your Back to School Style:

Get in the Commercial contest, 300, 301

Shows tab, 249, 455Showtime

video ad units, 330website and channel, 307–309,

308–309Sick Puppies, 423Sidarth, S. R., 20Sierra Mist contest, 302Silverman, Sarah, 346Singal, Jesse, 35Singin’ in the Rain, 158Singingfish, 2–3, 10site overlay in Google Analytics, 372Sitemap, 105–107sites, videos on, 232–236, 235–236size

background images, 174–176homepage video ads, 319players, 234, 237–238videos, 260, 267–269

Sketchies sketch comedy contest, 302Slam dunk Contest, 222Sledd, William, 423slice of life videos, 131Sloan, Alfred, 28“Slob evolution” video, 43“Smart Money Watches You Watch

Videos” (Hart), 346Smith, Aaron, 62, 383Smith, Baker, 42smosh channel, 191Smosh Links, 191, 191“Smosh Short 2: Stranded” video, 455Social Capital of Opinion Leaders

(Burt), 416Social Media Marketing: An Hour a

day (evans), 241–242, 242social networks

marketing tips, 240–242, 242monitoring, 366–367, 367videos on, 236–238, 237

Software-as-a-Service (SaaS) businesses, 112

Solutions Research Group, 425“Some Media Companies Choose

to Profit from Pirated YouTube Clips” (Stelter), 303

SonyBackstage 101 online learning

center, 135–136, 136“Video Storytelling 201: Story

Structure and Shooting Techniques” video, 158–159, 159

Sony BMG views, 56sonybmg channel, 193, 194Sophocles, 445Soulja Boy Tell’em (deAndre

Ramone Way), 134–135, 134, 224, 423

“Soulja Boy Tell’em - How to Crank That - InSTRUCTIOnAL VIdeO!” video, 134–135, 134

SouljaBoy channel, 187sound

homepage video ads, 319natural, 264–266, 265

“Sound Advice: natural Sound to the Rescue” (Robertson), 265

South African Advertising Standards Authority, 129

South by Southwest partnerships, 418Southwest Airlines, 83spam in comments, 54“Spark of Insanity” video, 129speakers, optimizing video for,

119–121, 119–121special effects, 266–267, 266specificity for keywords, 91speech bubbles, 271, 271Spin it Your Way contest, 302Spinto Band, 423Sponsored Videos, 81, 445Spore game, 322“Spore Space Video”, 303, 304sports partnerships, 80Spotlight Videos, 49–50, 455spotlights, 264“Sprint Takes Over YouTube Home

Page with UG Human Clock” (Sullivan), 330

Squeegees channel, 313–315, 313–314

STACK Media, 118Stage 9 digital Media, 313Star Trek, 80, 324, 325“Star Trek - Where no Man Has

Gone Before” video, 326, 327“Star Wars according to a 3 year

old” video, 127, 127Star Wars episode I: The Phantom

Menace, 127Star Wars episode IV: A new

Hope, 127“Star Wars Revelations”, 315Statistics & data page, 54, 54statistics for keyword

performance, 90Steilen, debra, 207Steinberg, Brian, 290“STeLLA - Birthday” video, 101Stelter, Brian, 38, 291, 303stereo sound tip, 258Stevedutzy, 222–223Stevens, Mick, cartoon, 171Stewart, Potter, 54

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Stiles, Katie, 268–269, 269Stinson, Jim, 263“Stop the Clash of Civilizations”

video, 455Streams, 281, 455Stride sponsorships, 89–90, 154, 156subscribers box, 197subscriptions, 455subscriptions box, 196–197subtitles, 272–273, 272Sugarbaker, Jolene, 59SuicideFriendly, 4Suitcase Posse, 129Sullivan, Laurie, 329–330Sumatra-Andaman earthquake, 7Super Bowl

commercials, 200, 201, 290–291, 297, 359, 359, 420

viewers, 200wardrobe malfunction, 7

“Super Mario Rescues the Princess: Seth MacFarlane’s Cavalcade” video, 99, 164–166, 165

Super Smash Brothers Brawl, 99SUPeR tool, 286“Susan Boyle (Britain’s Got Talent)”

video, 360“Susan Boyle Stuns Crowd with epic

Singing” video, 244–245, 245Swanky Bubbles restaurants and

champagne bars, 436Sweet daddy d, 129swish pan camera technique, 457synonyms, keywords based on, 91

Ttags

for blinkx, 108defined, 455guidelines, 444as keywords, 118optimizing, 98–99Video Sitemap, 105–107

Tall Tales or True show, 230Tancer, Bill, 21, 23, 370, 412–415Tarter, Jeffrey, 82–83Tatham, Matt, 16Technorati, 99Tekzilla program, 357“Tell a Story with Video” article, 135ten-minute limit for video uploads, 14Tennman Records, 141–142terms, glossary, 447–457terms of use in Partner Program, 293Terranaomi channel, 19“Test Your Awareness: do The Test”

video, 166–167, 166testing videos, 274TestTube, 280–281, 280, 455text, 104, 186

Text Color setting, 186Theater View style, 80, 324Thiam, Akon, 231–232“This Land Is Your Land” (Guthrie), 4Thomas, Larry, 115Thomson Multimedia, 2Thrall, John, 9–10Three Blind Mice (Auletta), 158thumbnail gaming, 143thumbnails, 100, 455“Tiger Woods 08 - Walk on Water”

video, 217, 217“Tiger Woods 09 - Walk on Water”

video, 42“Tiger Woods PGA Tour 08 Jesus

Shot” video, 216–217, 216TigerdirectBlog channel,

277–278, 278tilt camera technique, 262–263, 455Timberlake, Justin, 140–142“Tipping Point: How Little Things

Can Make a Big difference” (Gladwell), 232

titlesguidelines, 444optimizing, 95–97, 96

Todd, Charlie, 161Tomboy Films, 252“Top Gear - Richard Hammond

toasts nissan with a jet car - BBC” video, 273

“Top This TV” Challenge, 43Top This TV Challenge Take Two,

218, 218Torley, 270Total-German-Shepherd.com, 419Totally Rad Show program, 357tracking

defined, 456inlinks, 367–369, 368

Trackur, 366“Trailer Park Queen”, 59Tran, Thai, 332Trancredo, Tom, 60transfer of information in two-step

flow model, 26Transparency Level setting, 185Transport for London (TFL), 166Travers, Bill, 150Trenches (Felux), 315TRend HUnTeR TV, 419trend slider in Google Analytics, 372Trinity platform, 365–366, 366“True Reach” campaign, 360Truveo

optimizing for, 109–110, 109video distribution to,

205–206, 205TubeMogul

analytic technology, 82audience data, 351–352, 352

defined, 456industry trends, 352–354,

353–354for innovation, 355–356, 355InPlay, 354–355, 355lost viewers study, 267–268, 268market share, 77overview, 349–351, 350Revision3 network, 356–357, 357video distribution to,

201–203, 202video sample, 64–66, 64viewed-seconds study, 79

Tubers, 3TVWeek, 355–356, 355Twain, Mark, 427TweeterStats, 245“25 Must Read Social Marketing

Tips” (Odden), 242TweetIt feature, 253“Twilight - with Cheeseburgers”

video, 234, 235Twitter, 416Twitter network, 242

videos on, 237–238visitors, 241

two-edged sword effect, 39two-shot views, 456two-step flow model, 26, 29, 77“‘Twouble with Twitter’ - Hilarious

Animation” video, 247“‘Twouble with Twitter’ sous-titre”

video, 246, 246“Twouble with Twitters:

Supernews!” video, 246, 247TylersComputerShow

partnerships, 419types

accounts, 174, 448videos, 417–421, 418–421

UU-boats, 338UC Berkeley, 273UFOs, 93“Ultimate Showdown of Ultimate

destiny” video, 132Understanding the Media: The

extensions of Man (McLuhan), 76–77

United States navy channel, 298“United States of Tara”, 330Universal Music Group (UMG)

revenue increases, 406–408, 406–407

views, 56–57, 57, 292, 292“Universal Music seeing ‘tens of

millions’ from YouTube” (Sandoval), 291, 406

university partners, 417

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Unruly Media, 146updated data, keywords based on, 90Uploaded Stuff module, 175uploader tool, 456uploading time, 456uploads

channel background, 174–175defined, 456formats, 260–261, 261guidelines, 268–270, 269video responses, 216

Upton, Lauren Caitlin (Junior Miss South Carolina), 4, 88

URLs to videos, 104User-Partner Program, 79Username field for accounts, 173users needs, 441, 441

VVader, Chad, 47, 423van duyn, Aline, 14Vanni, Kristina, 59Vargas, Jose Antonio, 383VenetianPrincess, 148–149VenetianPrincess channel, 149, 277Veoh

opinion leaders identification, 66–67, 66

visits, 5verification, 337

dIY dashboard, 373–374, 373Google Analytics, 371–372, 371Hitwise, 369–370, 370inlinks, 367–369, 368Insight. See Insight toolsocial media, 366–367, 367Trinity platform, 365–366, 366TubeMogul. See TubeMogulVisible Measures. See Visible

Measures“Very Special Christmas Special”

video, 129VeVO music service, 407–408,

407, 456video ads. See advertisingvideo delivery data, 356Video: digital Communication &

Production (Stinson), 263video distribution, 200–207,

201–203, 205–206Video Identification tool,

302–303, 456“Video Length and Size” article, 267video log box, 194–195, 195video log setting, 186–187Video Metrics engine, 361–362, 361video-on-demand (VOd)

programming, 420video optimization. See

optimizing video

video pagebrand channels, 184–185, 184icon, 185

Video Placement Multiplier tool, 204, 359, 359

video production, 79, 257annotations, 270–272, 271basics, 259–260, 260camcorders, 281–283, 282camera techniques, 262–263, 263captions and subtitles,

272–273, 272converters, 286–287, 287defined, 454editing software, 284–286, 285expert Village, 275–276, 275Hd widescreen resolution,

273–274length guidelines, 267–268, 268lighting source, 263–264, 264Lockergnome channel,

278–280, 279MarkApsolon channel,

276–277, 277natural sound, 264–266, 265overview, 258–259, 258–259post-production emergencies,

287–288questions, 281special effects, 266–267, 266techniques, 274–275TestTube, 280–281, 280TigerdirectBlog channel,

277–278, 278tips, 267uploading formats, 260–261, 261uploading guidelines,

268–270, 269web cams, 283–284, 284

video response, 456video search engine optimization

(VSeO), 75, 86“Video Search engine Optimization

Panel Recap, Greg Markel” video, 438, 438

video search engines, 5, 9–12, 11“Video Search: Still early days”

(Jarboe), 431Video SeO Playbook, 112video sharing, 5

defined, 455locations, 38vs. search, 12–22, 13, 15, 21

Video Sitemap, 105–107“Video Storytelling 201: Story

Structure and Shooting Techniques” video, 158–159, 159

Video Wall application, 299Videomaker enews, 446Videomaker magazine, 259

“Videomaker’s Better Sound for Online Video 101” video, 264, 265

“Videomaker’s How to Use Green Screen Paper 101” video, 266, 266

“Videomaker’s Lighting Techniques 101” video, 264, 264

“Videomaker’s Pans and Tilts 101” video, 263, 263

VideoRank system, 69videos box, 193–194, 194videos module, 182–183videos rated box, 198–199Videos tab, 51–54, 51, 53–54, 456view counts in Insight, 341–343,

342–343viewed-seconds study, 79viewer characteristics, 30–33, 30views, optimizing, 99–102vignettes, 456viral marketing, 243, 244

Boyle, Susan, 244–246, 244–245“disgusting dominos People”,

247–249, 248–249Hulu, 249–252, 250–251“Twouble with Twitters”,

246–247, 246–247Viral/Other section, 346Viral Reach database, 204,

358–360, 360Viral Video Chart, 244, 246, 358, 358viral videos, 123

“Battle at Kruger”, 132–134, 133best of 2007, 126–127, 127best of 2008, 145–146characteristics, 135–137, 136“Charlie bit my finger - again!”,

129–131, 130“‘Chocolate Rain’ Original

Song by Tay Zonday”, 137–138, 137

“christian the lion”, 149–151, 150compelling, 157–160, 159“Fred Loses His Meds”,

63–164, 163“Frozen Grand Central”,

160–161, 160“I Got a Crush...On Obama”,

142–144, 142introduction, 124–126, 124–125“Jeff dunham - Achmed the dead

Terrorist”, 128–129, 128limitations, 38–41, 427–430,

428–430“me singing ‘what goes around’

Justin Timberlake”, 140–142, 141

“Miley Cyrus - 7 Things - Official Music Video (HQ)”, 147–149, 147–148

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“Otters holding hands”, 144–145, 144

overview, 19–20“PARIS In JAIL” and “LeAVe

BRITneY ALOne”, 138–140, 139–140

“Pork and Beans”, 151–153, 152“Potter Puppet Pals in ‘The

Mysterious Ticking noise’“, 131–132, 131

“Rick Astley - never Gonna Give You Up”, 161–163, 162

“Soulja Boy Tell’em - How to Crank That - InSTRUCTIOnAL VIdeO!”, 134–135, 134

“Super Mario Rescues The Princess: Seth MacFarlane’s Cavalcade”, 164–166, 165

“Test Your Awareness: do The Test”, 166–167, 166

“Where the Hell is Matt? (2008)”, 153–156, 154

“Yes We Can - Barack Obama Music Video”, 156–157, 156

Visible Measures, 358, 358audience behavior, 363–365, 364brand exposure, 362–363, 362defined, 456distribution to, 203–204, 203services, 82Video Metrics engine,

361–362, 361Video Placement Multiplier,

204, 359, 359Viral Reach database, 204, 360

“Visible Measures and Tube - Mogul measure video usage” (Farber), 358

VisibleSuite, 364Vlog Squad, 423–424vlogbrothers channel, 189, 189VLogging channel, 56vlogs (video blogs), 232–236,

235–236, 456Voicemail 2 program, 314–315VSeO (video search engine

optimization), 75, 86

WWain, david, 101Wainy days, 217Walk, Hunter, 222–223Wallstrip show, 352, 352Walter, 129Warp, 281Warren, dr., 243watch page, 456“Watching The Web: How Online

Video engages Audiences” study, 67

Watlington, Amanda, 102, 156, 431Watts, Frank, 133Waverly Films partnerships, 419Way, deAndre Ramone (Soulja

Boy Tell’em), 134–135, 134, 224, 423

“Web 2.0...The Machine is Us/ing Us” video, 34

Web Analytics: An Hour a day (Kaushik), 338–339, 348–349, 365

web camsdefined, 456guidelines, 283–284, 284

web optimizationblinkx, 107–109, 107Brightcove, 111–112Google Video research,

104–107Live Search Video, 110–111,

110–111overview, 103–104Truveo, 109–110, 109

Webb, Jim, 20WebbCampaign channel, 20Webmaster Center, 442, 442websites, videos on, 232–236,

235–236Webtrends Open exchange, 367Webtrends Social Measurement, 367Weezer, “Pork and Beans” video, 4,

151–153, 152Weezer album, 152Weezer Case Study, 444, 444Weird Al Yankovic, 34Weisman, Robert, 39“Welcome to Congress, YouTube”,

424, 424“Welcome to the YouTube nation”

video, 4, 4“Welcome to YouTube” video, 228werberoi channel, 272Werner, Roi, 271what question for videos, 33–34, 34,

417–421, 418–421What the Buck?! show

earnings, 408–409, 408–409views, 83, 102–103, 103

“What Works in Online Video Advertising?” (MacMillan), 335

“What YouTube Tools can you Recommend?” video, 279

“What’s Hot” feature, 110when question for videos, 34–36,

421–425, 422, 424where question for videos, 36–38,

37, 425–427, 426“Where the Hell is Matt? (2008)”

video, 153–156, 154whip pan camera technique, 457“White and nerdy” video

(Yankovic), 34

White House Correspondents’ Association dinner, 15

Whitehouse channel, 390, 390Whitney, daisy, 356who question for videos, 30–33, 30,

412–417, 414, 416why question for videos, 38–39,

427–430, 428–430“Why Susan Boyle inspires us: A

story like ‘a disney movie’ (Puente), 245

widescreen resolution, 273–274Wikicafe, 68Will.i.am, 387

“Yes We Can - Barack Obama Music Video”, 156–157, 156

at YouTube Live, 224, 423“Will It Blend?” videos, 398–402,

399–400“Will it Blend? - iPhone” video,

399–400, 399“Will It Blend? - iPod” video, 403, 403“Will It Blend? - Marbles” video,

403–404, 404“Will It Blend? - nike” video,

404, 405“Will It Blend? - Oysters” video,

402, 402Will It Blend - The First 50 Videos

dVd, 405“Willie nelson - naked Willie ePK”

video, 193WineKone channel, 19Winfrey, Oprah, 380wireframe images, 180, 181“Woman can sue over YouTube clip

de-posting” (egelko), 294Wong, Freddie, 228Word Verification field for

accounts, 173Wordtracker tool, 93–94Wright, George, interview, 83,

398–405www.118247.com, 253–254www.Infowars.com, 252www.PrisonPlanet.com, 252

XxML (extensible Markup

Language), 457

YYahoo! Answers, 281, 282Yahoo! Site explorer, 367–369, 368Yahoo! Video

defined, 457launching, 2–3market share, 18, 21opinion leaders, 65–66, 65SeS overview, 10visits February 2009, 5

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Yahoo! Video Blog, 66Yankovic, Weird Al, 34“Yell 118 247 directory Heaven TV

ad by Weebl” video, 254, 254“Yell adopts ‘Magical Trevor’ for

First ever Stand-Alone TV Ads for UK Business directory enquiries Service 118 247” video, 253

Yell company, 252–253“Yell extends 118 247 campaign

following success” (Alarcon), 253

Yell118247 channel, 253“Yes We Can - Barack Obama Music

Video” video, 156–157, 156, 386“You Are now Free to Link PR and

Sales” case study, 83You Choose 08, 60–64, 61–63Your Subscriptions, 457YouTube, defined, 457“YouTube Analytics: Marketers

draw new Insights from Old Uploads” (Rogers), 346

YouTube Blog, 7, 446, 457YouTube director, 93YouTube edU, 417, 418

YouTube Fact Sheet, 78YouTube for Business (Miller), 401YouTube Handbook, 259, 260“YouTube Insight Overview” video,

341, 341YouTube Live events, 224–225, 224,

422–424, 422“YouTube Live - Flip Hd Video”

video, 279YouTube nation, 3–4, 3–4YouTube Other section, 346“YouTube Pays” video, 409, 409“YouTube Plays Partner” (Shields), 292“YouTube Presidency” (Vargas), 383YouTube Product Manager, Matthew

Liu, on YouTube’s Insight and Sponsored videos” video, 43, 443

YouTube Search section, 345“YouTube Sponsored Videos

Overview” video, 323YouTube team, interacting with,

220–223, 222–223“YouTube Traffic Characterization:

A View From the edge” (Gill, Arlitt, Li, and Mahanti), 102

“YouTube Videos Pull in Real Money” (Stelter), 291

“YouTube vs. Revver vs. Google Video” video, 279, 279

YouTubers, 3, 457“YouTube’s Home Page Masthead

Ad a Hit with Studios, networks” (Sullivan), 329–330

YuMe, 312

ZZAGG case study, 445, 445ZAGG Inc., 333–334Zamost, Aaron, 394Zerillo, nicole, 248Ziff, William, Jr., 290Zipit, 164Zombie, Rob, 410Zombiedeadman75, 410Zonday, Tay (Chocolate Rain)

as celebrity, 88“‘Chocolate Rain’ Original Song

by Tay Zonday” video, 137–138, 137, 449

in “Pork and Beans” video, 4at YouTube Live, 224, 423

Zoom and Go site, 436zoom camera technique, 262, 457

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