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PixTV 26: 50 Shades of YouTube - Dominating Your Competition with Video Content Marketing


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When marketer Anastasia Steele goes to YouTube, she encounters a business vehicle that is beautiful, brilliant, and intimidating. The unworldly, innocent Ana is startled to realize she wants YouTube, despite its enigmatic reserve, and finds she is desperate to get close to YouTube content marketing and YouTube advertising. Unable to resist Ana’s quiet beauty, wit, and independent spirit, YouTube wants her, too.

OK, time to put down the steamy romance novel. We’re going to collapse 50 shades of YouTube down to 2: YouTube content marketing and YouTube advertising. That’s all you need to know to drive dominating video campaigns in short order. In less than one hour, Pixability will share its world-class YouTube expertise and give you an actionable playlist. Stop looking for Christian Grey and start looking for raving fans on YouTube.

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PixTV 26: 50 Shades of YouTube - Dominating Your Competition with Video Content Marketing

  1. 1. 50 Shades of YouTube -Dominating Your Competitionwith Video Content Marketing Pixability TV 26 Webinar November 14, 2012
  2. 2. 50 Shades of YouTube - Dominating YourCompetition with Video Content Marketing Looking for Mr. Right 50 Shades Reduced to 4 Shade 1: YouTube Channel Shade 2: YouTube Ads Shade 3: Social Sharing Shade 4: Website Listening to Your Inner Goddess Questions, Baby? 2
  3. 3. Questions? Twitter: @pixability #pixtv26 Speakers:  @robciampa & @moretheresa 3
  4. 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 4
  5. 5. PixabilityWe solve YouTube for marketers and agencies Advertising Content Marketing Solutions Solutions Drive targeted traffic quickly Build a long-term audience On 5
  6. 6. We Wrote the Book…. 6
  7. 7. … this one: Video Marketing for Dummies  Available as paperback and ebook  408 pages, $16.32 paperback $14.00 Kindle 7
  8. 8. Looking for Mr. Right 8
  9. 9. Mr. Right – Tequila & Kittens 9
  10. 10. 50 Shades Reduced to 4 10
  11. 11. 50 Shades of YouTube… 11
  12. 12. … Reduced to 4 Shades of YouTube Paid Media Owned Media Earned Media 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 12
  13. 13. Shade 1: YouTube Channel 13
  14. 14. Your YouTube Brand Channel:Like Having Your Own Cable TV Station 14
  15. 15. YouTube is the dominant video platformDominating 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% 15
  16. 16. YouTube is a major marketing channelAudiences 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
  17. 17. Business video on YouTube is skyrocketingThe biggest marketers in the world are already using YouTube toreach their customersMonthly videos published on YouTube by global Top 100 Brands (Source: Pixability Video Radar) 17
  18. 18. Content marketing on the rise: Video is #1Most Preferred Contentby US Brand/Agency Marketers (Source: Outbrain, March 2012)87% Videos 67% Blog Posts 44% 44% Slideshows Articles 22% Other 18
  19. 19. Most Businesses Fail to Optimize VideoViews per VideoTop 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 globalbrands got fewer than 1,000 views, meaning they failed toreach their audience.Source: Pixability Online Video Grader Sample of 150,000 business videoson 1270 YouTube channels belonging to Top 100 Global Brands 19
  20. 20. Doing it the Wrong WayBig brands like Liberty Mutual produce expensive videos no one watchesMost corporations (and agencies) struggle with the management of their YouTube channel 20
  21. 21. Wicked Bad Targeting 21
  22. 22. Shade 2: YouTube Ads 22
  23. 23. The Traditional Ad Model• Show a lot of ads• Maximize Reach x Frequency• Customer buys (maybe) 23
  24. 24. YouTube TrueView ad formats Skippable* In-stream Display Ads Keyword Search Display Ads (in-stream) (in-slate) (in-search) (in-display) •Skippable after 5 seconds • if video is over 30 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 24
  25. 25. Ad Formats (1): In-stream Companion Banner  The ad rolls right before (permanently displayed) the video the user In-stream Video Ad selected. There is also space for a permanently displayed companion banner on the page. Viewers can skip the ad after 5 seconds.  Users can click right through to the advertiser’s website.  Charged only per view of the entire ad or of over 30 seconds of it, not by the length of the ad and not by click. 25
  26. 26. Ad Formats (2): In-search  Ad appears for keywords that users are specifically searching for. Ads are displayed on top or next to search results.  Charged per click on the ad (only if viewer watches some of the underlying ad). 26
  27. 27. Ad Formats (3): In-display  Placed right next to a video in the same spot where related videos are shown.  Charged per click on the ad (but only if user watches some of the underlying ad.) 27
  28. 28. Ad Formats (4): In-slate  Viewer has choices Display Ads of 3 video ads (in-slate)  Shown before YouTube partner videos that are 10 minutes or longer  Charged per click on the ad (but only if user watches some of the underlying ad.) 28
  29. 29. Shade 3: Social Sharing 29
  30. 30. The Importance of Social Video Sharing Up to 50% of a YouTube video’s views (on average) are generated by external sites YouTube’s algorithms increasingly prioritize frequently shared videos  Better search rankings  Higher visibility in “Suggested Videos” 30 Source: Pixability Caffeine Analytics
  31. 31. YouTube Videos in Facebook 31
  32. 32. YouTube Videos in Twitter 32
  33. 33. YouTube Videos in Pinterest 33
  34. 34. Social Media Tips1. Understand your audience  Use the right kind of content  Give people a reason to share your videos2. Pick your battles: Doing it right is more important than doing it all3. Use your YouTube videos on all your social channels  Attractive content for social marketing  Don’t upload videos to Facebook, but embed YouTube players4. Expect short attention spans. Don’t be afraid of repetition. 34
  35. 35. 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. 35
  36. 36. Content to Share 36
  37. 37. This “Viral” ThingWhat 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. 37 37
  38. 38. Shade 4: Website 38
  39. 39. Multiple ways can lead from a YouTube ad to a conversion User views ad on Decides to come YouTube back later Visits YouTube Searches channel for brand Visits website Sale or other conversion 39
  40. 40. 40
  41. 41. Look at conversions – not just views  Pixability Campaign Start +380% For-profit beauty school chain with 100+ locations  Relies on online promotion to drive enrollment  600+ YouTube videos cost $300k + to create and but were ineffective  Pixability increased Empire conversions by 380% in just 3 months June, 2011 July, 2011 August, 2011 September, 2011 41
  42. 42. YouTube + Pixability = lower-costconversions Organic Search $36 $37 AFTER Pixability YouTube $67 BEFORE Pixability Lead Gen Sites $132Local Directories $150 Social Media $430 $0 $50 $100 $150 $200 $250 $300 $350 $400 $450 $500 Cost per online lead 42
  43. 43. Conversion rates: YouTube is highly effective inconverting new prospects Conversion Rates (Site visit to lead) by Traffic Source8.0% 7.1% 7.2%7.0% 6.1%6.0%5.0% 4.8%4.0% 3.8%3.0% 2.2%2.0% 1.2%1.0% 0.3% 0.1%0.0% SEO Search for brand Direct traffic Lead gen sites Local directories YouTube Social media Mobile ads Display ads Traffic from users who already Traffic from users who just know what they’re looking for. discovered the brand. 43
  44. 44. Customer Example: Private College  Private college in Conversion rate Boston Local search 25.4%  Online conversion rate for YouTube adsOrganic search 14.8% equally high as organic search, clearly beating YouTube 13.8% social media. Facebook 6.0%  7x better performance Direct traffic than social ads 6.0%  Pixability deliverables: Twitter 4.1%  YouTube ad campaign Social ads 2.0%  Audience analysis, content strategy 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%  Video SEO  YouTube channel optimization Conversions: defined as expressed interest in admission details 44
  45. 45. Video Grader: video performance benchmarkingMeasures the Effectiveness of Video Marketing based on Best Practices  Empirical database of 9000+ companies  Real-time monitoring of competitors’ activities  No comparable information source in the industry  Free version at 45
  46. 46. YouTube Analytics • Good starting point and free. • Optimized for content producers, not marketers. • Figuring out the most important facts for marketers is tough. 46
  47. 47. 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. 47
  48. 48. Listen to Your Inner Goddess 48
  49. 49. Now What? Making Analytics ActionableDon’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 49
  50. 50. Mr. Right – Done Right 50
  51. 51. get the in front of the to trigger the Right Right Right VIDEO AUDIENCE ACTIONCONTENT 51
  52. 52. We use „big data‟ algorithms to do it INPUT Data about millions of YouTube videos  Big data analytics software forSocial data YouTube marketing  Provides multi-dimensional insights:  Audience analysis: “How many people watch videos about this topic?”  Topic identification: “Which sub-topics are particularly popular?” Video Social Video Search sentiment  Competitive monitoring and Performance Analysis and sharing Analysis benchmarking: analysis “Who has the most successful videos in this space?”  SEO/Automated keyword research & Audience, to Video SEO tracking: pic and Ad Hyper- and social competition Targeting “Which keywords should I optimize for?” outreach analytics  Hyper-precise ad targeting: “Where do I have to put my ads to reach the relevant audience?” Right Right Right  Patent-pending software CONTENT AUDIENCE ACTION 52
  53. 53. We offer ad and content marketing solutions Latte Cappuccino Espresso Reach your audience with Give your video marketing Kick-start and accelerate your hyper-targeted YouTube ads an extra boost with combined online video content with our content marketing and ads expert help YOUTUBE Campaign Media OptimizationADVERTISING Planning Buying & Reporting YOUTUBE YouTube Video SEO & Analytics & CONTENT Channel Social Media Performance MARKETING Optimization Outreach Audits CAFFEINE SOFTWARE uses big data technology approaches 53
  54. 54. 54
  55. 55. X Laters, Questions, Baby? webinar@pixability.comTwitter: @pixability #pixtv26 @robciampa 55
  56. 56. Thank You! 888-PIX-VIDEO - @moretheresa - @robciampa