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Why YouTube doesn't get more money from agencies - and what to do about it
 

Why YouTube doesn't get more money from agencies - and what to do about it

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A presentation for YouTube about what may be holding them back - deliberately provocative but delivered with a smile.

A presentation for YouTube about what may be holding them back - deliberately provocative but delivered with a smile.

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    Why YouTube doesn't get more money from agencies - and what to do about it Why YouTube doesn't get more money from agencies - and what to do about it Presentation Transcript

    • “ OMG YouTube is so awesome. Why don’t agencies give us more money?” @markpollard My digital lives here: http://www.markpollard.net
    • Now with the bonus, limited-time only cursory tale: How not to sell to a strategist
    •  
    • So if you’re so awesome why is it so hard? This is not a rhetorical question
    • Why should they choose you? Well, answer this: This is not a rhetorical question either
    • The typical online display sales pitch
      • Lots of engaged users (yes, in the content – not ads)
      • Slightly different formats (well, sort of)
      • We have an email database – put a banner in our EDM
      • Because we like you we’ll throw in millions of impressions
      • Here are case studies of banners that beat the industry average
      • X% of time is spent online so give us X% of your budget
    • I don’t believe in online display advertising The big issue with this sales pitch and I’m not alone (although I am being slightly dramatic)
    • Many people were surprised that you were becoming like them So, when YouTube recently unveiled new advertising options
    • What them does really well
      • Mates with the media agency CEOs – since they were kids
      • Big, annual deals with discounts and pocket money
      • Sometimes, global deals even (eg Bing)
      • Lunches
      • Helps them hit numbers with one buy (ie makes it easy)
      • Dinners
      • Gives them adequate performance
    • In other words They understand what makes people tick
    • People will choose the option that most easily delivers adequate business results with maximum personal benefits
    • And to complicate things The agency world is now at its most complicated
    • And the big challenge The ultimate decision-maker is the client but they nearly always only make decisions based on what’s presented to them by the media agency
    • What I’d do if I was you (which I’m not - just in case you were wondering)
    • 1 Get closer to clients without putting the agencies offside * (business vested interest: deals and relationships) * * (personal vested interest: being the smartest in the room) *
    • 2 Get closer to the agencies – but it will take time and possibly a different culture
    • 3 Make it easier to buy both more and more effective placements on the web (You do this already though, right? Through one contact point?)
    • 4 Show how your brand uniquely benefits brands – and isn’t just a cool brand for a marketer to buy
    • 5 Own the elephant in the room: talk about the best mix of PAID and UNPAID involvement with YouTube
    • 6 Even better than the previous point: Provide bigger solutions for online content or online video out of YouTube (eg video syndication)
    • 7 Prove against competitors that money on YouTube leads to better outcomes
    • 8 Create different advertising models – the ones we’d expect from Google
    • 9 If you can’t do any of the other points then you have to win on value
    • “ OMG YouTube is so awesome. Why don’t agencies give us more money?” My answer There isn’t currently a compelling business or personal reason to give you more money So, if we started here:
      • Get closer
      • Show tangible brand & results benefit
      • Differentiate with models and formats
      • Stop faking about unpaid: it’s sampling!
      • Otherwise: win on value
      What I’d do about it
    • And now… How not to sell to a strategist
    • Strategy at its simplest is an informed and measurable point of view ( opinion , even) about where a company needs to go in the future (not always to go brilliantly)
    • At a high level, in the agency world Brand strategy Channel strategy What a brand is about and for whom How a brand behaves and how people can interact with it
    • Brand strategy at its simplest takes something unique and motivating about a brand and connects it to a human insight ( an unspoken human truth ) so that people relate to the brand and feel they need its products
    • Brand strategy Problem Audience Goal Insight Proposition & Proof Creative idea
    • Back to the point How not to sell to a strategist Answer: Sell to a strategist
    • What we need Relevant and local statistics Case studies Really creative examples (that worked and are affordable) for the creative teams Help managing the ‘newness’ of it all with clients A reason for the media agency to recommend it More marketers talking about it marketers convince other marketers better than anyone else
    • I’m finished now But my opinions live on at @markpollard and www.markpollard.net