Yesterday, the YouTube Blog buried its lead. Midway through a post that proclaimed "Music videos now on YouTube app for Android," was the really important news for marketers: "YouTube now exceeds 200 million views a day on mobile, a 3x increase in 2010."
Now, don't get me wrong. Making VEVO's extensive library of official music videos from artists like Lady Gaga, Rihanna, Kanye West, and U2 available on the YouTube 2.0 app for Android will be of interest to my kids.
But the fact that tens of thousands of YouTube partner videos will also now have pre-roll ads appear on the YouTube 2.0 app for Android is of interest to me -- and I suspect to other marketers.
Distributing their content to mobile opens up more revenue to YouTube Partners. Although YouTube has tested ads on mobile over the years, this is its largest step in mobile monetization to date.
Oh, and the mobile ad market is growing fast and set to surpass $1 billion in the US in 2011.
To get a reality check, I took a quick look at YouTube Insight for SESConferenceExpo's Channel, which is a YouTube Partner. And I found that 7.7 percent of the video views in December 2010 came from mobile devices. This compares to 3.1 percent in December 2009.
So, yes, the percentage is still in the single digits. But it is growing at a healthy clip.
And according to Jack Marshall at ClickZ, "Verizon iPhone Deal Could Boost Overall Ad Market." All I can add is, "We have lift off!"
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 5 December to take advantage of Early Bird Rates.