To gain access to the full video recording, register for free access at: http://pixvid.tv/TmUV4W 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. Connect With Pixability: Twitter | @pixability Facebook | facebook.com/pixability e-mail | info@pixability.com phone | 1-888-PIX-VIDEO

1. 50 Shades of YouTube -
Dominating Your Competition
with Video Content Marketing
Pixability TV 26
Webinar
November 14, 2012

2. 50 Shades of YouTube - Dominating Your
Competition 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. Questions?
 webinar@pixability.com
 Twitter: @pixability #pixtv26
 Speakers:
 @robciampa & @moretheresa
3

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

6. We Wrote the Book….
6

7. … this one: Video Marketing for Dummies
 Available as
paperback and
ebook
 408 pages,
$16.32 paperback
$14.00 Kindle
7

8. Looking for Mr. Right
8

9. Mr. Right – Tequila & Kittens
9

10. 50 Shades Reduced to 4
10

11. 50 Shades of YouTube…
11

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. Shade 1: YouTube Channel
13

14. Your YouTube Brand Channel:
Like Having Your Own Cable TV Station
14

15. 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%
15

16. 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

17. 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

18. 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
18

19. Most Businesses Fail to Optimize Video
Views per Video
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 19

20. 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
20

21. Wicked Bad Targeting
21

22. Shade 2: YouTube Ads
22

23. The Traditional Ad Model
• Show a lot of ads
• Maximize Reach x Frequency
• Customer buys (maybe)
23

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. 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. 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. 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. 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. Shade 3: Social Sharing
29

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. YouTube Videos in Facebook
31

32. YouTube Videos in Twitter
32

33. YouTube Videos in Pinterest
33

34. Social Media Tips
1. Understand your audience
 Use the right kind of content
 Give people a reason to share your videos
2. Pick your battles: Doing it right is more important
than doing it all
3. Use your YouTube videos on all your social channels
 Attractive content for social marketing
 Don’t upload videos to Facebook, but embed YouTube
players
4. Expect short attention spans. Don’t be afraid of
repetition.
34

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. Content to Share
36

37. This “Viral” Thing
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.
37
37

38. Shade 4: Website
38

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

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. YouTube + Pixability = lower-cost
conversions
Organic Search
$36
$37 AFTER Pixability
YouTube
$67 BEFORE Pixability
Lead Gen Sites
$132
Local Directories
$150
Social Media
$430
$0 $50 $100 $150 $200 $250 $300 $350 $400 $450 $500
Cost per online lead
42

43. Conversion rates: YouTube is highly effective in
converting new prospects
Conversion Rates (Site visit to lead) by Traffic Source
8.0%
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. Customer Example: Private College
 Private college in
Conversion rate Boston
Local search 25.4%  Online conversion rate
for YouTube ads
Organic 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. Video Grader: video performance
benchmarking
Measures 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
onlinevideograder.com
45

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. 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. Listen to Your Inner Goddess
48

49. 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
49

50. Mr. Right – Done Right
50

51. get the in front of the to trigger the
Right Right Right
VIDEO AUDIENCE ACTION
CONTENT
51

52. We use „big data‟ algorithms to do it
INPUT
Data about millions of YouTube videos  Big data analytics software for
Social 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. 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 Optimization
ADVERTISING 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. onlinevideograder.com
54

55. X
Laters, Questions, Baby?
webinar@pixability.com
Twitter: @pixability #pixtv26
@robciampa
55

56. Thank You!
www.pixability.com
888-PIX-VIDEO
888-749-8433
theresa@pixability.com - @moretheresa
rob@pixability.com - @robciampa