Online Video Strategy: Paid vs. Owned
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Online Video Strategy: Paid vs. Owned

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Online Video Strategy: Paid vs. Owned Online Video Strategy: Paid vs. Owned Presentation Transcript

  • Online Video Strategy: Paid vs. Owned Kevin “Nalts” NaltyYouTube Personality, Author of “Beyond Viral” Marketing Director, Johnson & Johnson
  • 3 Types of Online-Video Marketing PAID PLACED EARNED
  • 1. Paidexample • Preroll • Paid placementpros • Control of content • Guaranteed viewscons • Eyeballs aren’t free • Adimmunity Online video ad spending grew 52% in 2011 and is projected to grow 40% in 2012. View slide
  • 2. Placedexample • Sponsored • Product placement An impression isn’t an impressionpros • Happy asses in seats unless it makes one. • Implied endorsementcons • Less control View slide
  • Example of Sponsored Videos
  • 3. Earnedexample • Try-ral (viral) • Webisodes • Seededpros • Control of content • No variable media costcons • You probably won’t Konyate
  • Parting Thoughts• Continue targeted video advertising• “Try-ral” is a numbers game• Get good at seeding or partner• Consider in-show placement