Video Marketing Arik Czerniak Affilicon Israel June 2009

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Video Marketing Arik Czerniak Affilicon Israel June 2009

  1. 1. Video marketing Arik Czerniak @arikcz [email_address]
  2. 2. Do you know this lady?
  3. 3. A bit about Metacafe <ul><li>Started july 2003 </li></ul><ul><li>~45 million monthly uniques </li></ul><ul><li>~$45 million raised </li></ul><ul><li>Probably the largest independent video site </li></ul>
  4. 4. Where’s the traffic
  5. 5. Domination
  6. 6. Crowded 2 nd tier
  7. 7. SEO traffic
  8. 8. search traffic
  9. 9. The power law
  10. 10. Long tail of content <ul><li>Whats the total traffic of videos with over 5000 views on YT? </li></ul>
  11. 11. How many people upload a vid?
  12. 12. The pyramid <ul><li>Egoboost me </li></ul>
  13. 13. Average views per site Average 90 day cumulative views, broken down by site Source: Tubemogul
  14. 14. Get double the views
  15. 15. Where traffic comes from <ul><li>~50% - site search </li></ul><ul><li>The rest – 80% long tail </li></ul><ul><li>Google : 8% </li></ul><ul><li>FB : 2%, myspace 1.5% </li></ul><ul><li>Digg 1.5% </li></ul><ul><li>Email ? </li></ul>
  16. 16. Engagement
  17. 17. Make it short And dramatic…
  18. 18. Place your ad sooner..
  19. 19. Lifespan
  20. 20. 1 year lifespan
  21. 21. Lifespan <ul><li>Viral </li></ul><ul><li>“ Evergreen” </li></ul><ul><li>A rarity! </li></ul>
  22. 22. Make your video viral
  23. 23. Ingredients <ul><li>Make awesome content </li></ul><ul><li>Choose a right thumbnail </li></ul><ul><li>SEO the tags & metadata </li></ul><ul><li>Promote </li></ul>
  24. 24. content <ul><li>Make it short! </li></ul><ul><li>Ideas: Humor, celebrities, animals, cute kids, injuries, and SEX </li></ul><ul><li>http://www.youtube.com/watch?v=-prfAENSh2k </li></ul>
  25. 25. Choose the right thumb
  26. 26. Metadata <ul><li>Max out the tags & description </li></ul><ul><li>Choose the right category </li></ul>
  27. 27. Promote <ul><li>Bubble to top </li></ul><ul><li>Guerilla market </li></ul><ul><li>Web 2 </li></ul><ul><li>Buy/steal views </li></ul>
  28. 28. Getting traffic for non-virals <ul><li>You can always buy 3-30c /view </li></ul><ul><li>Thru brokers “goviral” </li></ul><ul><li>On non-video sites, video banners, medrec </li></ul>
  29. 29. Performance marketing <ul><li>Landing page + video works </li></ul><ul><li>Rich media improves CTR </li></ul><ul><li>Viral video marketing is hard.. </li></ul>
  30. 30. Optimization
  31. 31. Case study - etoro
  32. 32. Video tactics <ul><li>Affiliate – 3M views -> dozens of leads </li></ul><ul><li>KetaKeta – 160K views </li></ul><ul><ul><li>high cost, branding impact, B2B </li></ul></ul><ul><ul><li>Hard to track ROI </li></ul></ul><ul><li>Landing page videos </li></ul><ul><ul><li>Significantly improve results. </li></ul></ul>
  33. 33. Summary <ul><li>It’s REALLY hard to make a viral video </li></ul><ul><ul><li>Short, awesome, tag, thumb, promote </li></ul></ul><ul><li>Video marketing still brand oriented </li></ul><ul><li>Video improves landing page conversion </li></ul><ul><li>Still a lot of room to explore! </li></ul>

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