Online Video Strategy:            Paid vs. Owned            Kevin “Nalts” NaltyYouTube Personality, Author of “Beyond Vira...
3 Types of Online-Video Marketing  PAID       PLACED     EARNED
1. Paidexample   •   Preroll          •   Paid placementpros      •   Control of content          •   Guaranteed viewscons...
2. Placedexample   •   Sponsored          •   Product placement          An impression isn’t                              ...
Example of Sponsored Videos
3. Earnedexample   •   Try-ral (viral)          •   Webisodes          •   Seededpros      •   Control of content         ...
Parting Thoughts•   Continue targeted video advertising•   “Try-ral” is a numbers game•   Get good at seeding or partner• ...
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

  1. 1. Online Video Strategy: Paid vs. Owned Kevin “Nalts” NaltyYouTube Personality, Author of “Beyond Viral” Marketing Director, Johnson & Johnson
  2. 2. 3 Types of Online-Video Marketing PAID PLACED EARNED
  3. 3. 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.
  4. 4. 2. Placedexample • Sponsored • Product placement An impression isn’t an impressionpros • Happy asses in seats unless it makes one. • Implied endorsementcons • Less control
  5. 5. Example of Sponsored Videos
  6. 6. 3. Earnedexample • Try-ral (viral) • Webisodes • Seededpros • Control of content • No variable media costcons • You probably won’t Konyate
  7. 7. Parting Thoughts• Continue targeted video advertising• “Try-ral” is a numbers game• Get good at seeding or partner• Consider in-show placement

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