The popular YouTube video “Charlie Bit My Finger” may come with a few more pop-ups if advertisers use a new tool that tracks when, where in the country and how often users watch YouTube videos.
The program, YouTube Insight, gives detailed statistics to account holders about their uploaded videos, showing how often browsers view their videos in different geographic markets and how popular the videos are relative to all videos in that market over a given period.
“With YouTube Insight, we’ve turned YouTube into one of the world’s largest focus groups,” a YouTube spokeswoman said.
Peter Geisheker, chief executive officer of marketing firm Geisheker Group, called YouTube’s program a “marketing dream come true,” comparing it to Google’s AdWords — generated advertising programs that provide advertisers with statistics on keywords and user searches so they can zero in on their audiences.
“If they can incorporate that same kind of technology into YouTube . . . it’s going to mean billions of additional dollars in ads,” he said.
Jeremy Knauff, Wildfire Marketing Group chief executive officer, said the program would strengthen firms’ ability to tailor advertisements to target groups rather than use mass marketing.
Boston University advertising professor Tom Fauls said the program gives online ads another advantage over traditional print ads, but YouTube might have trouble getting major marketers to advertise on a site with so much user-generated material.
“They are afraid their ads will be up against content that is inappropriate or inconsistent with their brand values,” he said.
BU advertising professor John Verret said Google, which acquired YouTube in 2006, would use Insight to pay for the costs from buying the popular video sharing website.
“They bought this thing for a couple billion dollars, they know the audience is there, and now they want to find a way to make it pay off,” he said.
Verret said trying to turn YouTube into an ad moneymaker might drive away the loyal fans that YouTube has built up.
“Greed is good but you have to figure out where the line is before you turn people off,” he said.
School of Education freshman Dana Ellis said the idea of YouTube’s Insight does not bother her.
“I’ll just look at the video I want to look at and ignore everything else,” she said.