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YouTube Nation - Rob Ciampa Presents at FutureM 2012


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YouTube Nation - Rob Ciampa Presents at FutureM 2012

  1. 1. Rob Ciampa EVP Sales & Marketing @robciampa, @pixability #YouTubeNation YouTube Nation:Business Video Will Need Marketing More Than Special Effects
  2. 2. Welcome to BostonGreat movies are made here.We’re not so bad at marketing either….
  3. 3. Marketing Effectiveness Challenge How are your campaigns…? …your social media? …your AdWords? …your marketing budget?
  4. 4. You Only Need to Remember 4 Things Video is a big deal, but not in the broadcast sense (I’ll show data) Most companies don’t do video right (does this sound like social media?) YouTube is the trump card (is it really the ultimate social media platform, too?) You can begin fixing video as soon as you leave here today (no kidding)
  5. 5. Nation
  6. 6. Anybody Seen This?
  7. 7. Top 100 brand study How the Top 100 Global Brands Do YouTube Marketing
  8. 8. Video Radar System Structure Source: Interbrand Topic Space Analysis Raw video data Visualization Keyword Scan Analysis Engine Video Information Aggregation Filtering and Database combination 9
  9. 9. 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 NokiaTotal Video Views 10,000,000 1,000,000 Cisco 100,000 Kleenex Axa 10,000 10 100 1,000 10,000 Total Videos
  10. 10. 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 LuxuryTotal 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.
  11. 11. 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%
  12. 12. YouTube emerging as major marketingchannelAudiences 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)
  13. 13. 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)
  14. 14. Your YouTube Brand Channel:Like Having Your Own Cable TV Station
  15. 15. 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
  16. 16. Video is NOT done right by most marketers
  17. 17. 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
  18. 18. 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
  19. 19. Wicked Bad Targeting
  20. 20. $1 Production = $? Marketing
  21. 21. WHAT CANYOU DO?
  22. 22. get the in front of the to trigger the Right Right Right VIDEO AUDIENCE ACTIONCONTENT
  23. 23. Produce good videosand lots of them (butdon’t overspend)
  24. 24. Content, not Mattress, is King
  25. 25. The Best YouTube MarketersProduce More Videos Average Number of YouTube Videos per Channel Online Video 200 Grader result 181 based on 180 6000+ YouTube 160 channels 140 120 100 80 60 40 29 20 0 Top Quartile Bottom Quartile
  26. 26. Don’t Market Bad Content Seriously…
  27. 27. Create videos fordifferent stages ofyour marketingfunnel
  28. 28. Video Delivers Throughout Marketing Funnel Video Marketing Impacts Smoothly Integrates Every Stage of Marketing Funnel With Conversion Practices Display Ads AWARENESS Social Media CONSIDERATION Retargeting SEM / SEO TRANSACTION Landing Page Optimization SERVICE Customer Portal
  29. 29. Is This OK? Where in the Funnel?
  30. 30. The Best YouTube Marketers Produce Broader Range of Videos Online Video Grader result based on 6000+ YouTube channelsAverage shortest video Average longest video 29s Best Channels 1190s (Top Quartile) 81s Worst Channels 364s (Bottom Quartile) Length (seconds) The most successful YouTube channels use a broader range of video lengths. This corresponds to a broader range of different video types – anything from quick promotions to long-form educational videos.
  31. 31. Tap intocommunities thatalready love you
  32. 32. YouTube Example: HP  Goal: Measure the effectiveness of a video PR campaign to encourage people to buy original HP ink.  Pixability Radar analyzed hundreds of thousands of videos for relevant content.  Results:  HP gets views, but people don’t believe the message  Very negative user feedback compared to the rest of the sector  Content can’t be found even if people look for information on this topic.
  33. 33. Community of Smelly Skydivers
  34. 34. Optimize videos soyou get found
  35. 35. Fuel the fire withsome $$$
  36. 36. 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
  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.
  38. 38. 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 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
  39. 39. Targeting radically boosts click-through rates Click-Through Rates on Video Ads 0.7% Video Ad Networks 3.5% Video Portals Tech Driven + 16-30% Hyper-Targeting Sources: AdWeek, Emarketer, Vindico, QuickPlay Media, Pixability Client Data
  40. 40. Don’t forget toconvert them
  41. 41. Anyone Know Nick?
  42. 42. Anyone Know Kimberly?
  43. 43. YouTube & Video Marketing Drive Results,Not Just Views Pixability +380% campaign start • For-profit beauty school chain with over 100 locations • Relies on online promotion to drive enrollment • 600+ YouTube videos cost $300k + to create and but were ineffectiveJune, 2011 July, 2011 August, 2011 September, 2011 • Pixability increased Empire conversions by 380% in just Unique US users 3 months
  44. 44. Increase in Web; Increase in Enrollment.
  45. 45. 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.
  46. 46. 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
  47. 47. What can I do right now?
  48. 48. Some Passion, Perhaps?
  49. 49. Use Technology to Benchmark VideoOnline Video Grader: see how you do in just 2 min.• Measures the effectiveness of video marketing based on best practices• Empirical database of 6000+ companies• Real-time monitoring of competitors’ activities• No comparable information source in the industry• Free version at
  50. 50.
  51. 51. Video Marketing for Dummies: The Book  Available as paperback and ebook  408 pages, $16.32 paperback $14.00 Kindle
  52. 52. PixabilityWe solve YouTube for marketers and agencies Advertising Content Marketing Solutions Solutions Drive targeted traffic quickly Build a long-term audience On
  53. 53. Thank You! @robciampa #YouTubeNation