Definie Online Video Strategy : Key Lessons for Brands and Media
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Présentation donnée par Videoagency lors du salon Streaming Media qui se tenait Londres le mois dernier. Le thème de la conférence était “Define Online Video Strategy” et Thomas Owadenko, le fondateur de Videoagency, a choisi d’illustrer les leçons que les marques pouvaient tirer des médias ayant le plus de vues sur Youtube mais également des Youtubers les plus reconnus.
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Definie Online Video Strategy : Key Lessons for Brands and Media
- 1. Online Video Strategy for BRANDS _ Key lessons from Talents & new media Videoagency_EN
- 2. Agency dedicated to online video Based in the “city of love” / 10 people We think, breath and play in this market for over 4 years We offer : Consulting Define strategy Produce Optimise diffusion (Paid and Earned Media) Customers : Brands & Publishers
- 3. Technology are changing Media consomption & habits of watching videos
- 5. Produce content & get views is complicated
- 6. Brands
- 7. Branding, Sales, Targets, messages… ? « We must produce online videos », CMOs
- 8. Audience Design Earned media Paid Media Social Discovery (Engagement) Contextual search (VSEO) Buy views Product Placement
- 9. A good content is a content that your audience is attending & who fits with your goals : be entertaining, be inspiring, be informative, be unique and don’t be boring
- 13. Youtubers: Talent + Community
- 14. L’oreal Vs Michelle Pham Brands 7 1 Channels 81 1 Views 51 M 475 M Nbr. Of videos 3496 167 Avg. Views/video 15 K 2,8 M Difference is ENGAGEMENT not MONEY 186 X More
- 15. Pure players Online Media WIN
- 17. Media : Strong Editorial line , Volume, Community & VSEO Nbr. channels 5 1 150 Nbr. Views 2,7 Bn 2,1 Bn ? Nbr. Of videos (all time) 40 000 138 518 ? Avg. View/video Nbr. Of views (monthly) 265 M 46 M 101 M ONLY PURE PLAYERS Nbr. channels 16 1 200 Nbr. Views 2,7 Bn 2,1 Bn - Nbr. Of videos (all time) 40 000 138 518 - Avg. View/video 67,5 K 15 K - Nbr. Of views Youtube (monthly) 265 M 46 M 101 M Nbr. Of views (monthly) 887 M - 435 M
- 18. & Out of the box
- 19. Do you think having an online video strategy is important for your brand ? Let’s meet RIGHT NOW ! or Mail me : thomas@videoagency.com Videoagency_EN Thanks
Editor's Notes
- Everywhe, at anytime on any devices. These devices are computers, tablets, mobile and tomorrow Tv connected It’s a closer screen , it’s a different social experience mostly alone in front of the screen Vs Tv and cinema The choice is infinite. It’s freedom for consumers but it’s more harder to get attention from consumers It’s becoming harder and harder for brands to get attenion from customers
- More complicated than viral videos which seem to be the holy graal for any marketer but which might not be a real strategy for online video
- Due to the fragmentation of the audience & competition (infinite inventory anyonce can produce and publish)
- Audience design Earned media: Distribute though social media if it’s an engaging content Optimise your videos for search engine (VSEO) if it’s informative to be found in contextual search Paid media: Buy views Product placement
- Good content
- Brands who succeeded are the one who are transforming as media companies and who use videos as key part of their online strategy.
- They are honest stars not so much money just talent L’oreal Vs Michelle pham
- It’s like 2000
- Machinima: Next genetation video entertainment network (over 100 people / The Media for video game industry) Expertvillage/ehow : A demand Media company the library of how to videos (VSEO) Makerstudios: A new studio / The talent farm. Fun & Entertainment founded by top Youtube talent