Lecture

Online Video: YouTube Insights

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In course

DH-500: Computational Social Media

The course integrates concepts from media studies, machine learning, multimedia, and network science to characterize social practices and analyze content in platforms like Twitter/X, Instagram, YouTube, and TikTok. Students will learn computational methods ...

Description

This lecture explores the rise of online video, focusing on YouTube as a multifaceted platform for expression, advertising, and data source. It delves into YouTube advertising, video creation, and the technical aspects of setting up ads. Additionally, it discusses nonverbal communication in YouTube videos, learning media skills, documenting experiences through vlogs, and datasets like YouTube-8M and Kinetics. The lecture emphasizes the unique characteristics of online video, the diverse ecosystem of YouTube, and its significance as a platform for content creation, sharing, and learning.

Instructor

Daniel Gatica-Perez

Expertise Social computing, social media, ubiquitous computing, crowdsourcing, machine learning. Current work My research integrates theories and methods from ubiquitous computing, social media, machine learning, and social sciences to understand human behavior in daily life and to create applications for social good.My current research interests include:* Mobile crowdsourcing and social media analytics for social good.* Crowdsourcing for cities.* Social video analytics, with focus on conversational behavio

Official source

Related concepts (31)

Online advertising

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.

Advertising

Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers.

Targeted advertising

Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus on race, economic status, sex, age, generation, level of education, income level, and employment, or psychographic focused on the consumer values, personality, attitude, opinion, lifestyle and interest.

Content creation

Content creation is the act of producing and sharing information or media content for specific audiences, particularly in digital contexts. According to Dictionary.com, content refers to "something that is to be expressed through some medium, as speech, writing or any of various arts" for self-expression, distribution, marketing and/or publication. Content creation encompasses various activities including maintaining and updating web sites, blogging, article writing, photography, videography, online commentary, social media accounts, and editing and distribution of digital media.

Advertising management

Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability.

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