Online Video
IST 400 | New Media & Social Technologies
iSchool
Syracuse University
Eric Hansen | ethansen+ist@gmail.com

Outline
WhoTube?
PlentiTube
Adcasting (Video)
BadTube

WhoTube?

Technically Speaking
YouTube is:
a web site
with a social network (community)
that hosts videos uploaded by members
for playback on its own or any other site.

Business Model
Display advertising
Promotions
Contextual ads
In-video ads
Brand sites

Announcement

Announcement
“GooTube”
Merger announcement
Mixed reactions

PlentiTube

Advanced Video Search
Search Video Preferences
Moderate SafeSearch is on
Search: all videos videos hosted by Google
Most blogged Most shared Most viewed Movers & Shakers
Uploaded Videos Upload Video
Hot videos More hot videos »
... Internet Creepo FaceBook In Reality - Tom Cruise Goes
1 min - 9 min - fro... Crazy on ...
youtube.com youtube.com 2 min - 4 min -
youtube.com youtube.com
The Rock vs. Triple JUSTICE - STRESS Tom Cruise Attacks Zoey 101 - Chase
H (Pa... [CLIP] Oprah isn't in...
8 min - 6 min - 1 min - 1 min -
youtube.com youtube.com youtube.com youtube.com
http://www.youtube.com/watch?v=6LV1SdOyx9U
1 min - Jul 18, 2006 - (135 ratings)
Share Report Problem
Jordin Sparks - No The Undertaker vs IRON MAN movie DNC Ad on John
Watch this video on youtube.com Air (f... Jeff Ha... panel Feat... McCain and...
http://madch.net/ 4 min - 19 min - 24 min - 35 sec -
video.google.com guba.com youtube.com youtube.com
More hot videos »
Featured on AOL

iTunes Music Store, Podcast Directory [Mac/Windows]

Adcasting

2001 $40 US Online Video
2002 $55
Advertising Spending
2003 $85
2004 $135 2001-2011
2005 $225
2006 $410
2007 $775
2008 $1,350
2009 $2,100
2010 $3,100
2011 $4,300
(in millions | source: emarketer.com/ IAB)

BadTube

The “Penguin” Video
Posted under a false name: Toutsmith
WSJ contacted Toutsmith
Traced response to DCI group computer
(sound familiar?)
ExxonMobil is a DCI group client

August 3, 2006
DOW JONES REPRINTS
Where Did That Video Spoofing Gore's This copy is for your personal,
Film Come From? non-commercial use only. To order
presentation-ready copies for
distribution to your colleagues, clients or
By ANTONIO REGALADO and DIONNE SEARCEY customers, use the Order Reprints tool
August 3, 2006 at the bottom of any article or visit:
www.djreprints.com.
Everyone knows Al Gore stars in the global warming documentary • See a sample reprint in PDF format.
\"An Inconvenient Truth.\" But who created \"Al Gore's Penguin • Order a reprint of this article now.
Army,\" a two-minute video now playing on YouTube.com?
In the video, Mr. Gore appears as a sinister figure who
brainwashes penguins and bores movie audiences by
blaming the Mideast crisis and starlet Lindsay Lohan's
shrinking waist size on global warming. Like other videos
on the popular YouTube site, it has a home-made,
humorous quality. The video's maker is listed as
\"Toutsmith,\" a 29-year-old who identifies himself as being
from Beverly Hills in an Internet profile.
A frame from \"Al Gore's Penguin Army,\" a video on
In an email exchange with The Wall Street Journal,
YouTube lampooning the former vice president.
Toutsmith didn't answer when asked who he was or why
he made the video, which has just over 59,000 views on YouTube. However, computer routing
information contained in an email sent from Toutsmith's Yahoo account indicate it didn't come from
an amateur working out of his basement.
VIDEO SPOOF Instead, the email originated from a computer registered
1• See the \"Al Gore's Penguin Army\" clip.2 to DCI Group, a Washington, D.C., public relations and
lobbying firm whose clients include oil company Exxon
Mobil Corp.
A DCI Group spokesman declines to say whether or not DCI made the anti-Gore penguin video, or

alliwantforxmasisapsp.com
Zipatoni created the “viral” campaign
Launched disingenuous blog and video
Busted by bloggers in November
Within 1 month of campaign launch

Thank You

Video/ Photo Credits
• Youtube.com
• http://flickr.com/photos/davegoodman/
• http://flickr.com/photos/striatic/
• http://flickr.com/photos/frascelly/
• http://flickr.com/photos/zach_manchester/
• http://flickr.com/photos/trevorbradley/

Sources
• http://www.emarketer.com/Article.aspx?
id=1005193