The study surveyed 101 non-governmental advertisers and their key advertised brands as determined by the 2009 Top Media Advertiser’s Report of The Nielsen Company. These advertisers were specific to Australian brands and focused on social online video sharing as a means of consumer outreach.

1. Sydney, Australia May 2010 Top Brands in Australia & Social Video Sharing Sites

5. Official brand presence in social video sharing sites Most of the 101 brands surveyed are not leveraging the opportunity presented by top social video sharing sites. 65 per cent (66 of the 101 brands) have no official brand presence in the top sites. A small number of brands seem to be investing resources in branded video channels and using them to drive promotional and corporate communication goals.

9. Subscribers to channels with <50 videos Number of video / subscribers per channel Each tab represents a brand channel

10. Total number of views per channel <100,000 84 per cent of the channels surveyed have generated less than 100,000 total views, as of April 2010. 66 per cent have generated less than 50,000 total views. 84 per cent have generated less than 10,000 total views. These findings support the assertion that the ‘build it and they will come approach’ to social media and online content does not work. Brands need to ensure that their social media campaigns are integrated with and supported by broader marketing communication programs. Each tab represents a brand channel Total number of views per channel

12. Most popular social video sharing sites Unsurprisingly, YouTube emerged as the dominant video sharing social network for branded video channels online. 98 per cent of the branded channels identified in the study were hosted on YouTube. 98 %