Skip to main content

Predictive Analytics Can Uncover Opportunity

According to Jupiter Research, as YouTube struggles to find a polite way to shove paid product and service ads in front of their myriad videos, advertisers could be missing some extremely desirable niche consumer audience targeting.

The New York Times wrote about a pilot TV show called "Nobody's Watching" which didn't make it to prime time, but did find its way to YouTube. In a few weeks, viewers had passed the word around that the show was worth watching, and soon it shot to the top of the YouTube list. By now 300,000 people have downloaded it.

So of course, the TV executives are now rethinking their earlier decision to ax the program. YouTube missed a big opportunity to advertise on the pilot. If nothing else, this group of 300,000 can be called influencers. If they can spread the word so quickly about a TV show, surely a sponsor would also have benefited from some viral word of mouth.

YouTube's challenge in this process is determining which clips are going to make it and are worth the big investment. Jupiter believes that they need to put together a group of consultants or editors to guide advertisers through the mass of video content, and pick out the 'good stuff.' Relying on remnant CPMs is no way to go if you're in the business of producing future national hits.

I would add that utilizing predictive analytics would enable YouTube (and their peer group) to better guide CPG companies and their retailers to gain that much needed strategic foresight into where consumer interest was trending within the marketplace. Again, this is the substantive potential of online marketing -- meaningful metrics, being accurately measured, producing validated insights.

Popular posts from this blog

$4 Trillion Digital Transformation Upswing

As a C-suite leader, you're constantly bombarded with investment opportunities. In today's large enterprise arena, few initiatives hold the same potential as Digital Transformation (DX). Yet, securing ongoing buy-in from the board and other key stakeholders hinges on a clear understanding of market momentum and the return on investment that DX promises.  A recent IDC worldwide market study sheds valuable light on this critical topic. Let's delve into some key takeaways and explore what they mean for your organization's tech strategy. Digital Transformation Market Development The IDC study describes a market surging toward investment adoption maturity. Worldwide spending on DX technologies is forecast to reach $4 trillion by 2027, reflecting a compound annual growth rate (CAGR) of 16.2 percent. This exponential growth signifies an opportunity for industry leaders to leverage digital business tools and strategies to gain a competitive edge, with Artificial Intelligence (A