Online Video: When Your Client Demands Viral

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Online Video: When Your Client Demands Viral

  1. 1. Online VideoChase Norlin Fred Krazeise Alphabird SmithGifford
  2. 2. Steal ID
  3. 3. About bird Editorial bird is a Click-To-Play distribution of editorially placed videos on premium websitevertically publishers.integrated Social Click-To-Play delivery of social videoaudience campaigns across Youtube, Facebook, and other leading social platforms.development AlphaPlayercompany that Preroll video syndication network distributed transparently across premium websiteguarantees publishers.targeted, Video CPCengaged Audience development engine that drives and optimizes audience to videos onaudiences for Owned & Operated sites.online video. Placevine Crowd-sourcing and delivery of video campaigns across targeted Youtube channels.
  4. 4. Video engagement’sSource: Mediapost, Alex Rowland, CRO, Alphabird
  5. 5. Impressions VS Video requires extended consumer attention or engagement to effectively deliver its message• Billboard on the freeway • Equivalent in the online world is CPM-based advertising: • Display ads, autoplay in-banner video ads, preroll ads (interruptive, you’re waiting for your content to start) • Engagement is a by-product (e.g. CTR)• This means a movement towards engagement-based advertising: • CPE / CPV – very powerful, expression of consumer intent • Advertiser only pays for authentic engagements • Youtube Sponsored Videos – 2 expressions of consumer intent • The ultimate? “Earned Media” – whereby paid activation drives viral growth and free, authentic views are earned
  6. 6. ClientIdentity Guard wanted to shed new light onthe problem of identity theft so that peoplewould actually listen. Meet StealMyID.com1. Create microsite, “mockumentary” infomercial2. Drive traffic, and
  7. 7. In *Science &technology category
  8. 8. Traffic isn’t just quantity
  9. 9. MobileMobile device viralness: driven bychart placement and search.No link referrer:“We have no information on theorigin of these views. This happenswhen videos are shared virally, e.g.,someone clicking on a link to thevideo from an email/IMapplication, or when the video„sURL is copied into a browser‟saddress bar.” -YouTubeTOTAL ORGANIC VIEWS: 11,497
  10. 10. PenetratingContent: great creative= social engagementTiming: allowed formaximum chartplacementContinued investment:while content waspeaking organically,we were able tomaximize exposurewith an additional buy

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