To gain access to the full video recording, register for free access at: http://pixvid.tv/WM1AC5 Video, video, video. It's now the #1 priority of brands both large and small. Many of these companies turn to agencies and marketing firms to help them deliver video. And that's the problem. The online video world is not the broadcast media world: the rules, the venues, and the outcomes are radically different. In today's business environment, there's just no room to make mistakes. The good part is that online video can produce results - dramatic results. If you're blowing your clients' budgets on over-production and grey-hat media buys, stop now and learn how to do it the right way. We can show you how with our webinar, "Online Video Mastery for Agencies and Marketing Firms - YouTube, Vimeo, and All Points in Between." In this webinar you will learn: -How online video market dynamics differ from traditional media -Which metrics matter and how they fit into an effective analytics strategy -Best ways to avoid ineffective, costly, and questionable view-generation scams -Why integration with PR can dramatically extend reach while amplifying frequency -When media buys are most effective for both impact and economics. Connect With Pixability: Twitter | @pixability Facebook | facebook.com/pixability e-mail | info@pixability.com phone | 1-888-PIX-VIDEO

1. Pixability TV 24
Webinar
September 19, 2012
Online Video Mastery
for Agencies and Marketing Firms:
YouTube, Vimeo, and All Points Between

2. Agenda Online Video Mastery
for Agencies and Marketing Firms
 The Agency Challenge
 Online Video Marketplace
 YouTube Nation
 Online Video vs. Traditional Media
 Media Buying Considerations
 Avoiding View-Generation Scams
 The Power of PR Integration
 Metrics and Analytics
 Questions

3. Questions?
 webinar@pixability.com
 Twitter: @pixability #pixtv24

4. Pixability: About Us
 Conceived at MIT, based in Cambridge, MA
 Drives YouTube results for business
 Marketing platform for brand content marketing
 Big data keyword/audience analysis for ad buyers
 Extensive YouTube experience
 9,000+ brand YouTube Channels analyzed
 Authors of “Video Marketing for Dummies”
 Over 500 customers

5. Pixability
We solve YouTube for marketers and agencies
Advertising Content Marketing
Solutions Solutions
Drive targeted traffic quickly Build a long-term audience
On

6. Video Marketing for Dummies: The Book
 Available as
paperback and
ebook
 408 pages,
$16.32 paperback
$14.00 Kindle

7. The Agency Challenge

8. Content marketing on the rise: Video is #1
Most Preferred Content
by US Brand/Agency Marketers
(Source: Outbrain, March 2012)
87%
Videos
67%
Blog Posts
44% 44%
Slideshows Articles
22%
Other

9. Ask yourself…
 Is a well-produced video still great if
nobody watches it?
 Is the video a one-off or part of client’s
marketing and content ensemble?
 Are you approaching the online-video
world with a broadcast media mentality?
 Are you doing your clients a disservice by
not getting the video in front of the right
audience?
 If you are using online advertising, are you
paying for the right views or just any
views?

10. Doing it the Wrong Way
Big brands like Liberty Mutual produce expensive videos no one watches
Most corporations (and agencies) struggle with the management of their YouTube channel

11. Online Video Marketplace

12. Online Video
Many Choices and Considerations
 Audience size & demographics
 Commercial intent &
acceptable use
 Search
 Advertising
 Metrics & analytics
 Branding

13. YouTube is the dominant video platform
Dominating in monthly video views Attracting younger viewers than TV
Yahoo
Facebook 33%
Vevo
YouTube VS.
Viacom 67%
Microsoft
AOL
 154M U.S. Amazon
VS. Ages 18-49 Ages 50+
viewers
Turner
 18.2B U.S. video
views per month
Vimeo
Prime 24%
 55% of the U.S.
online video Time
market by video
views TV 76%

14. YouTube Nation

15. YouTube is a major marketing channel
Audiences are shifting from TV to YouTube
 #2 search engine, #1 video platform
 Now serving 4 billion hours of video per
month, up from 3B earlier this year (Wall
Street Journal, 7/31/2012)
 Over half of senior executives say they
watch work-related videos on YouTube
at least weekly (Forbes Insights, 2010)
Brands are following and being rewarded
 Content marketing is on the rise and
video content marketing is the most
preferred by marketers
 99 of 100 top global brands and 36% of
U.S. businesses over 100 employees
already use YouTube for marketing
(eMarketer, 8/2012)
 4 in 10 shoppers visited a store online or
in-person as a direct result of watching a
video online (ReelSEO, 8/2012)

16. Business video on YouTube is skyrocketing
The biggest marketers in the world are already using YouTube to
reach their customers
Monthly videos published on YouTube by global Top 100 Brands
(Source: Pixability Video Radar)

17. Study: Top 100 Global Brands on YouTube
Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other
Bubble size: Number of YouTube Channels
1,000,000,000 Google
Sony
Disney
Nike
100,000,000 VW
Apple Samsung
Cartier Nokia
Total Video Views
10,000,000
1,000,000
Cisco
100,000
Kleenex Axa
10,000
10 100 1,000 10,000
Total Videos

18. Top 100 Brands on YouTube:
Main Industry Clusters
Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other
1,000,000,000 Bubble size: Number of YouTube Channels
100,000,000
Cars
Luxury
Total Video Views
10,000,000
FMCG
Tech
1,000,000
Financial Services
100,000
10,000
10 100 1,000 10,000
Total Videos
Based on 1,278 YouTube channels belonging to the top 100 global brands (according to Interbrand)
analyzed using Pixability’s proprietary Video Radar software.

19. But most businesses fail to optimize video
Views per Video
Global Top 100 Brands on YouTube
Less 1K to 10K to 100K to Over
than 1K 10K 100K 1Million 1 Million
49.6% 30.4% 15.6% 3.9% 0.5%
Almost 50% of videos published by the top 100 global brands
got fewer than 1,000 views, meaning they failed to reach
their audience
Source: Pixability Online Video Grader Sample of 150,000 business videos on 1270 YouTube channels belonging to Top 100 Global Brands

20. Online video vs. traditional media

21. The Traditional Ad Model
• Show a lot of ads
• Maximize Reach x Frequency
• Customer buys (maybe)

22. Online Video:
Paid, owned & earned media work together
Promoted
Video Ad
YouTube Ads YouTube Channel Social Sharing
Highly targeted, more A video channel Build a community
cost effective than that you own and around your video
traditional media control fully content
Website
Driving conversions
through highly qualified
website traffic

23. Your YouTube Brand Channel:
Like Having Your Own Cable TV Station

24. Media buying considerations

25. Ad Strategy
1. Good content + YouTube ad strategy
= views and web traffic
2. Effective advertising drives views and
amplifies reach with the right audience
3. Driving ad traffic to bad content
= bad marketing
4. Targeted landing pages are critical

26. How it works
1. Select: 2. Place: 3. Call to Action:
Choose one or Put ads where Users can immediately
several of your YouTube your target audience watch your video and
videos as ads. already is. click through to your
website for more
• Geography information.
• Demographics
• Topics
• Behavior
• Specific search keywords

27. YouTube TrueView Ad Formats
Skippable* Pre-Roll Keyword Search Display ads
(in-stream) (in-search) (in-display)
* Skippable after 5 seconds
• Value for money: Charged per engaged video view, not per click or
impression
• Extremely flexible: Very different cost per view (CPV) ranges available
depending on format and targeting
• Affordable: Budgets starting at $30/day work

28. Ad Formats: Pre-Roll
Companion Banner
(permanently displayed)
Pre-roll Video Ad

29. Ad Formats: Search
Buy specific
keywords that
your customers
are likely to
search for.
Ads appear on
top of search
results.

30. Good targeting boosts click-through rates
Click-Through Rates on Video Ads
0.7% Video Ad Networks
3.5% Video Portals
+ 10-30% Hyper Targeting
Sources: AdWeek, Emarketer, Vindico, QuickPlay Media, Pixability Client Data

31. Avoiding view-generation scams

32. Viral Seeding
What it is:
 Companies promising to make your videos “go viral”
What they promise:
 We’ll get you in front of hundreds of thousands of viewers
so that people will start sharing your video on social media.

33. How viral seeding really works
 Seeding companies
pay viewers to watch
your videos on sites
like swagbucks.com
so users can earn
prizes.
 They pay bloggers
(and even some
media outlets) to
feature your video.
 They buy cheap ad
space on second-rate
websites (even on
pirated content),
charging clients a very
rich margin.

34. View Sellers
What it is:
 Companies on the
Internet selling YouTube
views at really cheap
prices (<1 cent/view).
What they promise:
 Get huge numbers of
YouTube views at prices
well below any
advertising campaign.
 Plus, get comments and
“Likes” on your videos.

35. How it works  View sellers pay users in
foreign countries to
watch your videos as
often as possible (claims
like “all views are from
USA” are typically fake)
 Some use automated
programs that pretend to
be real viewers (which
violates YouTube’s
terms of service).
 Comments are created
using fake or stolen
YouTube accounts that
often disappear shortly
after the comment was
written.
 High risk of getting
banned by YouTube.

36. The Power of PR integration

37. Online Video for Public Relations
 Gets beyond the legacy print
mindset
 Allows a more engaged client
experience
 Transcends a press release
with more detailed content
 Extends communication by
significantly extending audience
reach
 Amplifies the message with not
just a video, but the increasingly
more important video
description

38. Metrics and analytics

39. What to Analyze?
 Raw numbers like views, users, demographics
 Traffic sources
 Embed sites and links
 Search keywords
 User engagement and sharing
 Click tracking
 Process: Establish a rhythm for analysis, e.g.
monthly deep-dive with a quick weekly update

40. YouTube Analytics
• Good starting point
and free.
• Optimized for content
producers, not
marketers.
• Figuring out the most
important facts for
marketers is tough.

41. Advanced Analytics
• For example in Pixability
Caffeine
• Easier and time-saving
way to get to the right
business facts.
• Where did my traffic come
from?
• What do I need to focus
on?
• How do people react?
• What are my competitors
doing?
• Automated email alerts.

42. Video Radar: Analyzing Viewer Feedback
• Monitoring what
people think is as
important as watching
pure view numbers.
• Pandering to the
audience with badly
executed humor can
go very wrong.

43. Now What? Making Analytics Actionable
Don’t stop at analysis, but define clear actions
 Produce better / more / different content
 Watch carefully what people like
 Invest in advertising and SEO
 Improve social media outreach
 Improve calls-to-action
 Tell people what they should do next
 Make it easy to contact you
 Make sure you track all clicks, e.g. with bit.ly

44. Questions?

45. www.pixability.com
888-PIX-VIDEO
888-749-8433
andreas@pixability.com - @agoeldi
rob@pixability.com - @robciampa