Case Study III:!A Marketers Assessment of theLive YouTube 100 ChannelsYouTubes investment into original content has been o...
Paul KontonisChief Media Evangelist, Outrigger MediaChairman, International Academy of Web Television@kontonis
•  October 2011, Google announces the creation of around 100 online video   "channels" on its YouTube website that will ha...
Industry Challenges                                                           SMG s Suzanne Claassen, who estimated that 4...
Analytics SolutionWe track all available data and information aboutthousands of producers focusing on measures ofquality t...
•  “The Daily Show for the YouTube generation” -   Tubefilter•  20 Minutes or Less - Everything that should and   shouldnt ...
ENGAGEMENT 69    AustinMahone 72       Top Channel in Entertainment!CONSISTENCY 66   ChrisArchieProds 97                  ...
• KinCommunity, a women s lifestyle channelfeaturing programming on food, fashion, parentingand personal stories• YouTube ...
ENGAGEMENT 15    LisaNova 51    Top Channel in Howto & Style!CONSISTENCY 32   xKarenina 93                                ...
• DanceOn is the leading global video entertainmentnetwork on YouTube dedicated to dance• DanceOn s programming includes d...
ENGAGEMENT 41    Machinima 84      Top Channel in Shows!CONSISTENCY 33   CTFxC 89                                     Mont...
Conclusion•  Sourcefed is the best performing of the   YouTube 100 channels and has become a   top channel on YouTube•  Ov...
Thanks!!!Paul Kontonis@kontonispaul@kontonis.com
Paul Kontonis | Outrigger Media | A Marketer's Assessment of the Live YouTube 100 Channels
Paul Kontonis | Outrigger Media | A Marketer's Assessment of the Live YouTube 100 Channels
Paul Kontonis | Outrigger Media | A Marketer's Assessment of the Live YouTube 100 Channels
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Paul Kontonis | Outrigger Media | A Marketer's Assessment of the Live YouTube 100 Channels

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Outrigger Media Chief Media Evangelist Paul Kontonis presentation titled "A Marketer's Assessment of the Live YouTube 100 Channels." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.

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Paul Kontonis | Outrigger Media | A Marketer's Assessment of the Live YouTube 100 Channels

  1. 1. Case Study III:!A Marketers Assessment of theLive YouTube 100 ChannelsYouTubes investment into original content has been one of the most widely talkedabout actions in the native digital video industry. In this session we will use OpenSlate,a new data and analytics platform for native digital video, to analyze the performanceof some of the key channels and evaluate their value to marketers. Determining valuewill go beyond views and look at the relationship each channel has with its audiencethrough engagement, consistency and influence.
  2. 2. Paul KontonisChief Media Evangelist, Outrigger MediaChairman, International Academy of Web Television@kontonis
  3. 3. •  October 2011, Google announces the creation of around 100 online video "channels" on its YouTube website that will have new original programming involving celebrities such as such as singer Madonna, rapper Jay-Z, actor Ashton Kutcher and former NBA star Shaquille ONeal.•  The venture, in partnership with dozens of media companies, Hollywood production companies, and online-video creators, will generate about 25 hours of new, original programming a day on YouTube. The majority of the roughly 100 channels will launch next year. http://www.youtube.com/yt/advertise/original-channels.html
  4. 4. Industry Challenges SMG s Suzanne Claassen, who estimated that 40•  Advertisers have no means to understand or percent of the Web video dollars go to sites which generate just 7 percent of the views. There is no value the vast majority of native digital video. aggregate, efficient way to buy it. Virtually zero dollars go to the torso [web originals]. •  There is massive untapped high-quality inventory of video ads and sponsorship opportunities with an expanding group of YouTube partner producers. "Premium content providers are not going to•  There is no standardized quality metric to deliver on the needs that we have," said Chris complement a wide range of audience Allen, VP Starcom, That bodes well for mid- analytics. and long-tail content." •  Advertisers are paying top CPM for premium inventory and running out of it. The problem is there s lots of demand for prem advertising, but not en ium video ough premium conten demand -- so ads end t to meet that up on sites with low-qua generated content that lity, user- doesn t reflect well on Mediapost 4/12/12 the brand. -
  5. 5. Analytics SolutionWe track all available data and information aboutthousands of producers focusing on measures ofquality to advertisers, like engagement, consistencyand influence.SCOREThe SlateScoreTM offers a standard andconsistent measure of the value of videocontent to marketers.ORGANIZEWe offer tools to find and discover content,and organize it in ways that are useful toplanning and buying media andsponsorshipsACTIVATEThrough the OpenSlate platform, producerscan tell their story; advertisers can listen,learn and buy.
  6. 6. •  “The Daily Show for the YouTube generation” - Tubefilter•  20 Minutes or Less - Everything that should and shouldnt matter to you explained and broken apart by people who vomit words.•  Created by Phil DeFranco, in the top 1% of all YouTube producers, youtube.com/sxephil, almost 2MM subscribers•  First Video 12/19/11
  7. 7. ENGAGEMENT 69 AustinMahone 72 Top Channel in Entertainment!CONSISTENCY 66 ChrisArchieProds 97 Monthly Views" 23,840,572 Subscribers" 2,513,601INFLUENCE 62 WhatTheBuckShow 86
  8. 8. • KinCommunity, a women s lifestyle channelfeaturing programming on food, fashion, parentingand personal stories• YouTube s first new original channel dedicated towomen• Produced by DECA, the leading women s digitalmedia company• First Video 11/28/11
  9. 9. ENGAGEMENT 15 LisaNova 51 Top Channel in Howto & Style!CONSISTENCY 32 xKarenina 93 Monthly Views" 13,591,534 Subscribers" 1,926,095INFLUENCE 30 YouTube 81
  10. 10. • DanceOn is the leading global video entertainmentnetwork on YouTube dedicated to dance• DanceOn s programming includes dance contentin all its forms such as scripted series, docu-series,films, competitions, flashmobs, dance videos, musicvideos, tutorials and more• Madonna is a partner • First Video 11/11/10
  11. 11. ENGAGEMENT 41 Machinima 84 Top Channel in Shows!CONSISTENCY 33 CTFxC 89 Monthly Views" 54,013,814 Subscribers" 1,790,545INFLUENCE 46 RoosterTeeth 88
  12. 12. Conclusion•  Sourcefed is the best performing of the YouTube 100 channels and has become a top channel on YouTube•  Over half of the YouTube 100 channels are performing above average amongst the top YouTube producers•  Celebrity involvement does not guarantee audience, engaging content that is consistently produced is more important•  Views only tell you how much ad inventory is available"
  13. 13. Thanks!!!Paul Kontonis@kontonispaul@kontonis.com

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