Speaking of Online Video

As the World's Biggest Mayonnaise Lover, I was grinning ear to ear when I read this MediaPost article. Ogilvy and Yahoo have teamed up to provide branded video content in promotion of Hellman's Mayonnaise. My mouth is watering already.

Yahoo Food has created an "In Search of Real Food" hub, where users can watch the series, upload their own videos and recipes, and comment on celebrity chef Dave Lieberman's accompanying blog.

The 12-episode series follows Lieberman's weekly road trips in search of the people and recipes behind "real food" in America. Each episode is broken into four chapters, three to four minutes each, that viewers can watch as a whole or individually. The chapters include restaurant reviews, man-on-the-street interviews and full recipe demos.

This is a great way to interact with consumers online and to promote the brand while still providing useful content. I can imagine a lot of people watching the first episode and being drawn in for all 12. Though, this is coming from someone who eats fries with mayonnaise, usually with more mayonnaise than fries. Mmmmm.

Online Video - Content is King

As we are in the planning phase of a client project to create and distribute online video content, I thought this article was very timely. Here are a few particularly interesting snippets:

Consumer usage of online video increased more than 50% this year.

See, we KNEW it was getting popular.

What is "content as advertising"? It is the stuff that consumers want and like ... that not only entertains and engages consumers, but also creates significant commercial value for the distributor.

What a novel idea - provide content consumers actually want. Yet so many companies aren't doing it!

Scripps Networks' DIY.com and HGTV.com run pre-roll ads before short videos of do-it-yourself projects (and add an extra element by enabling visitors to push the shopping list for that project to their mobile devices so they will have it handy at the nearest Home Depot.) Those are examples of content consumers will want.

Brilliant. Provide content your audience wants and then make it easy for them to take the next step - purchasing your products.

Stay tuned for the results of our upcoming project ...

Saute with the left, mouse-click with the right

According to this recent New York Times article, people are flocking to the Internet in search of recipes. In fact, 50 million people visited food sites in May alone. Impressive.

The article also states two other interesting facts:

• These consumers are interested in not just recipes but in the community aspect of online recipe-searcing as well


• These consumers love to post their own recipes to these food sites

Good to know, since we implemented similar features for one of our consumer packaged goods clients over the past year:

• What's Your Secret? - an interactive feature peppered throughout the website that allows consumers to share their "secret to great tasting shrimp", from adding a pinch of curry while sauteing to tossing the cooked shrimp with sun-dried tomatoes before serving


• Shrimp Chef Challenge - a contest, promoted through an email campaign, that encourages consumers to submit their favorite shrimp recipe using the weekly special ingredient (rice, pasta, veggies, etc.)

Looking at the other sites the article mentions, it seems there are still many options we can implement. Stay tuned ...

YouKnowMe

The launch of YouTube in France, Brazil, the UK, Ireland, Italy, Japan, the Netherlands, Poland and Spain is pretty cool, and is of particular interest to me seeing that I live in France. Though most of my browsing is done in English, it's always good to see companies get more global while localizing their content at the same time.

However, the thing about the launch that most attracted my attention is this snippet from a Media Post article about the launch:

"The local-language sites will not become the default for users from other countries, although users have the option to set a country-specific YouTube site as one ... The option to do so is an important departure for Google, which sets the local-language site as the default for IP addresses from a given country."

I have been meaning to find a relevant (read: positive) way to bring up my latest gripe. You would be surprised how many sites automatically decide for me how I want to view their content. MySpace? Nope, MonSpace. Want to order an online credit report because you recently found out your college's database was hacked into and you're at risk for identity theft? Sorry, you can't access that from outside the US. Better call your mom and have her order it for you and then read the report to you over the phone because you can't log in to view it.

The best, though, is Google search. Want to search for English-language sites from a French IP address? No problem! Google knows what you want - you want UK, Australia, and Canada-based businesses. Of course! How thoughtful of them to decide for you.

So, before my blood-pressure rises any further and my sarcasm flies off the charts, let me just end by saying, "Thank you, YouTube. You get it. I am one of 4 million Americans living abroad who wants my content in English and not based off my IP address. I am one of 50,000 Americans living in Paris who still wants to see the same videos show up in my top 5 that all my friends back home talk about. Thank you for recognizing that I know what I want and for not making a decision for me. Now, please pass this on to Google, they are your parent after all."