Video Landscape--A Rising Tide: Video Today by Kari Walles


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Video Landscape--A Rising Tide: Video Today by Kari Walles was presented at Marcel Media's 4th annual Seminar. Includes: Online video statistics, YouTube growth metrics, best practices for online video and case studies.

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Video Landscape--A Rising Tide: Video Today by Kari Walles

  1. 1. A Rising Tide: Video Today
  2. 2. Fast growing is the fastest growing medium in history Source: Trendstream and research firm Lightspeed, 2009 Source: SNL Kagan, "Economics of Internet Media," provided to eMarketer, May 21, 2009
  3. 3. Ubiquitous 77% of Americans online watched a video last month Source: Nielsen, 2009
  4. 4. Video Knows No Digital Divide 20% of YouTube‟s audience is 55+ Source: comScore, 2009. Source: comScore, 2009
  5. 5. Video Knows No Digital Divide Record-high viewing on all screens Source: Nielsen “Three Screen Report,” 2009. Source: comScore, 2009
  6. 6. Mobile traffic grew 500%+ Source: comScore, 2009 data, 2009. YouTube internal
  7. 7. “Premium” Is Changing
  8. 8. Social media. n. Online content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. Wikipedia
  9. 9. Sharing Is the New Viewing Twitter Dailymotion Sling Media Yelp YouTube Joost Netvibes Second Life Facebook Yahoo! Video Veoh hulu eBaumsWorld Break Metacafe Brightcove Bebo LiveVideo CNET Networks MSN Video Friendster Digg MySpace Funny or Die StumbleUpon Comcast - Flickr Size = # monthly UU Note: Social and media are ranked roughly by the amount of activity of each in comparison to the other on a given site. Source: Nielsen//NetRatings , June 2008
  10. 10. Five Best Practices for Online Video 1 Create “ads” that work as content. 2 Drive Viewership 3 Ideas come from everywhere. 4 Find the talent and use it. 5 Connect
  11. 11. Create ads that work as content.
  12. 12. Create ads that work as content.
  13. 13. Create ads that work as content.
  14. 14. Create ads that work as content.
  15. 15. Create ads that work as content.
  16. 16. Create ads that work as content.
  17. 17. YouTube Video Search Drive Viewership is on the Rise Source: comScore, 2009
  18. 18. Drive Viewership
  19. 19. Understand Your Audience - Data Beats Opinion
  20. 20. Case study: More Than Just Scratching the Surface Company Profile: Campaign Objectives: Solution: Started in 2005, ZAGG Inc. has Like many companies with a new Use YouTube Promoted Video for grown from a backyard and innovative product, ZAGG‟s the invisibleSHIELD product, a workshop to a publicly-traded main objective was to raise protective film used to protect trendsetter in developing awareness and demonstrate the gadgets from scratches. creative solutions for people to power of their offering. enjoy their beloved gadgets. The company looked to drive traffic to their commercial site and increase sales by illustrating the invisibleSHIELD scratch-resistant qualities. YouTube Video View Trends: YouTube Video View Trends: Significant spike in views of demo video Successfully drove traffic back to over course of YouTube Sponsored Video campaign commercial site, achieving increase in sales “The Sponsored Videos campaign has been a great opportunity for us to rise above the thousands upon thousands of videos that are uploaded to YouTube daily” Cameron Gibbs Director of Online Marketing, Zagg Inc. Video Case Study 23
  21. 21. Drive Viewership Scale Programs Beyond YouTube to the Best of the Web
  22. 22. Find the Talent…
  23. 23. … And Use It
  24. 24. Find the talent and use it.
  25. 25. Ideas Come From Everywhere “Crowdsource” “Consumers creating commercials „is part of this brave new world we live in‟.” Lee Clow Chairman and Chief Creative Officer, TBWA Worldwide Source:
  26. 26. Ideas Come From Everywhere “Crowdsource”
  27. 27. Connect
  28. 28. Connect
  29. 29. Connect
  30. 30. Connect
  31. 31. Thank You!