Advertising on YouTube in 2014

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The YouTube ecosystem is incredibly deep and full of opportunities for any advertiser with imagination, understanding, and some gumption. This deck is a brief overview of some of the basic opportunities on YouTube (aside from straight content!).

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Advertising on YouTube in 2014

  1. 1. 2014 ADVERTISING OPPORTUNITIES ON YOUTUBE
  2. 2. Hold on to your hats, we’re going to cover quite a bit: ● YouTube Ad Tech ● How People Make Money on YouTube ● MCN’s
  3. 3. YOUTUBE AD TECH
  4. 4. PAID YOUTUBE AD PRODUCTS FORCED WATCH ADS TRUEVIEW ADS
  5. 5. YOUTUBE AS A CDN (That’s a Content Delivery Network to all you greenhorns)
  6. 6. HOW DO VIDEO CREATORS MAKE MONEY ON YOUTUBE?
  7. 7. 1. THEY RUN YOUTUBE ADS ON THEIR VIDEOS (Remember these guys?) The creator gets a cut of what advertisers pay for those ads. This is one of the offerings of the YouTube Partner Program.
  8. 8. 2. THEY CREATE CUSTOM CONTENT FOR BRANDS (This is what we’re talking about when we talk about Influencer Marketing) Influencer Marketing on YouTube takes advantage of the relationships channel owners have developed with their audiences. Influencer content on YouTube can take a number of forms including: ● Branded Mentions ● Product Placements ● Completely Custom Content
  9. 9. 3. THEY JOIN MCNs
  10. 10. WHAT THE HECK IS AN MCN? A Multi-Channel Network is an organization that represents or works with a number of YouTube channels (whether 10 or 10,000). SOME EXAMPLES OF MCNs
  11. 11. WHAT DOES THE INFLUENCER GET ● ● ● Channel and audience building tools ○ Software ○ Education ○ Events and networking Greater access to custom content campaigns Cross-promotion within network WHAT DOES THE MCN GET ● ● ● ● ● A percentage of the influencer’s YouTube Partner revenue Revenue from custom content They frequently get exclusive agreements with influencers Access to influencer’s YouTube stats Some contracts involve a percentage of the influencer’s IP rights
  12. 12. HOW DO MCNs MAKE MONEY? A lot like individuals do, but at scale. 1. Lots of paid YouTube ads 2. Lots of simple branded content ○ ○ ○ End Slates, lower thirds, etc. Mentions Product placements 3. Celebrity influencers ○ Celebrity contracts often involve relationships outside of YouTube including other social networks as well as real world interactions and event attendance
  13. 13. OPPORTUNITIES ON YOUTUBE
  14. 14. MAKING CONTENT TAILORED TO PAID YOUTUBE PRODUCTS Let’s stop repurposing the same old things that drive us mad. To do this better we need to: ● Understand the cool things that brands are doing with YouTube ads ● Communicate to our clients how they could be doing similar things with YouTube ads ● Communicate the benefits of doing those things with YouTube ads BY THE WAY, WHAT ARE THE BENEFITS OF YOUTUBE ADS? The single biggest benefit YouTube ads provide is the ability to associate your brand with any number and any type of video content like on the single biggest video channel in the world.
  15. 15. contd. MAKING CONTENT FOR PAID YOUTUBE PRODUCTS Cool things brands are doing with YouTube ads BURGER KING + BBDO 1. 2. 3. Identified the 64 most popular videos with their target demo on YouTube Produced 64 ads specific to the 64 Profit! They took a tongue and cheek approach to empathizing with how the target hates ads. Poptent is uniquely positioned to not only deliver a high volume of content from an authentic perspective, but to also develop the specific strategy for YouTube.
  16. 16. contd. MAKING CONTENT FOR PAID YOUTUBE PRODUCTS Cool things brands are doing with YouTube ads FARMERS “:15 OF SMART” Farmers produced a vast number of :15 preroll spots in support of their “Smart” campaign. The volume and variety encourage discovery by viewers who initially like the content, as well as diminish the effects of wearout. We are well suited to produce out the volume of content that a campaign like this requires. Farmers support their TVC’s very ‘smartly’ with a boatload of online content.
  17. 17. contd. MAKING CONTENT FOR PAID YOUTUBE PRODUCTS Cool things brands are doing with YouTube ads THIS MOMENT OF [ADJECTIVE] BROUGHT TO YOU BY [BRAND] Suzie Reider, the Director, Media Solutions at Google, and a video advertising visionary, stated an interesting idea. There’s a focus on creating medium and long format branded content, but how about going shorter and smaller? Her idea was for a brand like coke to produce short, simple, :03 - : 06 second bugs for the purpose of associating themselves with content people are fond of. eg. “This moment of happiness brought to you by Coca-Cola” could be run in front of a pool of content of varying quality and targets that simply make people smile.
  18. 18. QUESTIONS?
  19. 19. THANKS! CHRIS VASQUEZ LIZ MACDONALD SAM OHREM Product Manager Director of Client Services Digital Strategist
  20. 20. RESOURCES
  21. 21. SOME HELPFUL LINKS FOR EXPLORING YOUTUBE Dive in and learn by doing. It’s really a lot of fun. YouTube Ads YouTube Ad Rankings Google Video Ads Overview YouTube Advertiser Playbook MCNs on YouTube SocialBlade Top 50 MCN’s YouTube Influencer Search and Profiles Channel Pages - A portal for YouTube channels to indicate that they are looking to collaborate or produce sponsored content. Sponsify - A “job board” that allows brands to post paid YouTube influencer assignments. OpenSlate - Very detailed YouTube channel search and statistics.

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