Affiliate Summit West 2010 [email_address] Video Content Monetization for Affiliates and Advertisers Liat Fuchs - Affiliate Director
SOME STATS USA : 168 million Internet users watched nearly 26 billion videos online during September 2009 - an average of 154 videos per viewer. UK : the total number of videos viewed online in April 2009 grew 47% versus year ago to 4.7 billion videos. 2010 is predicted to be the year that video breaks through to become part of the mainstream culture of online advertising worldwide. Advertises and webmasters understand the power of video; it engages the user, adds great content to their sites and boosts page rank and SEO efforts. More webmasters are using sites like YouTube as a platform for their video content.
The Whole World Is Watching Online Video "The one big shift in the next three to five years is going to be video advertising" Nikesh Arora, president of global sales operations and business development in Google. "With nearly five billion videos viewed in the U.K. in April, online video is a powerful and growing vehicle for online advertising placement. The online video market currently relies heavily on display ads for monetization, and in the coming months and years we can expect that video ads will play an even more prominent role. Despite the market’s overwhelming size and audience at this phase of the growth curve, it is also clear that we’re still in the early stages of advertising optimization and effectiveness in this increasingly important entertainment channel.” Mike Read, SVP and managing director, comScore Europe The Whole World Is Watching Online Video
Video ads can make or break a campaign. Ad formats that contain video, "overwhelmingly" outperform other types of creative media ad, such as images and simple animation flash. Exposing audiences to video ads seem to result in a 2.3% increase in favoring a brand. In contrast, simple flash shows the poorest results - 0.15% - at driving favor for the brand, and there's a huge difference. DoubleClick Study "The Brand Value of Rich Media and Video Ads” Why video is such an effective mean for advertising
Why video is such a powerful tool for your business?
Online video creates a more personal and active interaction between a business and its customers. Visual effects and sounds gain a viewer’s attention People want fast and easy information Online video improves SEO and page rank Users spend more time on the site They get an added value from your site and are engaged Increases CTR. People are familiar with video from the TV world. e.g. As seen on TV is moving to online video > video as a substantial part of the sale. Keeps you in the game and gives you an advantage vs. your competition. Year-over-year, unique viewers, total streams, streams per viewer and time per viewer were up, led by a 41% growth in total streams. You want those streams! Online video – key advantages to a business:
Provide your affiliates with good video content that has an added value
Distribute your video among networks (like YouTube)
Add subtitles to reach more users > one video - many markets
Incentivize your potential users to get to your site, by making the video clickable
Make the video more interactive by adding layers to it – make it more “call to action” oriented
Use analytical tools such as TubeMogul.com to distribute your videos and check your video stats
Make sure your video appears on a YouTube specific channel - help your SEO and increases ranking.
By providing affiliates with good video content, and participating in
video networks, advertisers can widely distribute their video
(and as a result, their brand, product or service) through affiliates, to
targeted web sites, effectively converting that video into a powerful
Advertisers - how to do it right:
Zappos uses the video to describe, use and demonstrate the products .Those videos are said to have a sales impact of 6% to 30% which has prompted Zappos to strive for 50,000 videos next year (they have about 8,000 currently). Zappos rolled out “Engagement Pages” for specific brands ( see Nike example ) where the videos engage users with clickable overlays. These overlays allow users to shop within the video content, pull up additional information and click through to product specific landing pages. Don’t go barefoot – start producing online videos! Case Study Zappos.com
Affiliates & Publishers Why should you use online video?
A recent study conducted by the Online Publishers Association, found that 69% of online users have watched a video online, and 24% do so at least once a week. Out of them it was found that 66% have viewed an online video ad. Out of the above 69%, 40% visited a web site mentioned in the video ad, and 15% requested product information. This sale can be yours!
The concept behind performance-based video content is that affiliates drive the traffic directly to the advertiser and are paid a commission for this traffic . Popular offers in video are quite similar to banners, but also have a PPV model. PPV important metrics: pricing model, analytics, time watch, geo targeting. Make sure you get all the data re your PPV campaign, so you will be able to optimize it. CPA – per acquisition/sale PPD – per download PPE- per engagement PPV – per view PPL – per lead Etc Basic Terms
Use good quality videos, that are clickable and trackable
Work with networks and exchanges that supply trackable videos, can geo-target and optimize the campaign and support good video quality streaming and stats
Optimize video content to match search engine requirements, describing it with strong keywords and taglines
Use analytical tools such as TubeMogul.com to check your video stats
Use subtitles in order to target additional markets and expand your traffic sources
Update the videos on yours site frequently to encourage return visitors
Affiliates - How to do it right
"If you believe it can be targeted and it can be interactive - just those two features are going to change the way video advertising will be done on the Web“ Nikesh Arora, president of global sales operations and business development in Google
Video advertising is one of the fastest-growing opportunities online today, and one of the most promising and effective online advertising formats. The emotional draw of the video experience, consumers’ adoption of broadband and subsequent change in Internet content, capabilities, and consumption have all contributed to this explosive growth. There are great advantages in using video content for both advertisers and affiliates; it captures the viewer’s attention and creates action, enriches their site with new content, increases the engagement of users, improves SEO, increases conversion and sales and leads to higher revenues. According to AffiliatePLY research, the addition of interactive video layers increased the CTR by 32% within AffiliatePLY network. SUMMARY