This document discusses the history and growth of online video marketing from 2004 to 2012. It then summarizes key sociocultural factors like mobile usage and visual stimuli that drive engagement with video ads. The document analyzes case studies of successful video marketing campaigns by Old Spice and Oreo on YouTube, Vine and Instagram. It provides recommendations for how brands can build on video marketing successes like partnering with other companies, encouraging user-generated videos, and creating emotional content. The document concludes that video marketing will continue growing across industries due to smartphone usage and short videos' ability to engage consumers.

1. Online Advertising
Video Marketing
Presented By:
Brandon Tisci
Antara Mandal

2. History
• 2004: Beginning of video media
• 2005: First video is uploaded to YouTube
o Apple Releases first video iPod
• 2006: Google buys YouTube $1.65 billion
• 2007: Upstream & Livestream videos debut
• Fast Forward to 2012:
o More than 184 million U.S. internet users watch 36.9 billion online content videos in
2012
o Half of U.S. internet users have watched product videos
o Internet video is now 40% of online traffic, reach 62% by 2015
o Videos shared 1,200% more than plain text

3. Sociocultural Factors
• Mobile
• Impulse Buying
o Geofencing
• Visual Stimuli
o Drive Engagement
o Increase Shareability
o Info Stands out
o Visuals Processed Quickly
o Create Reactions

4. Case Study: Old Spice
• Current Campaign: “Mom Song”
o Popular Campaign: Manhood
• YouTube: Old Spice “Captain Quarters” Channel
o 406,000 Subscribers
o 252,000,000+ Video Views
• Vine: Joined March 13, 2013
o 15 posts
o 12,000+ followers
• Instagram:
o 159 posts
o 21,000+ followers
• Facebook
o 2,000,000+ likes

5. Old Spice: How to Build On Success
• Partner with corporations
o Twitter: Twitter Amplify
• Consumers encouraged to post personal videos to Vine and Instagram pages
o Engage with consumer
o Develop stronger relationship

6. Case Study: Oreo
• “Daily Twist”: Social Media campaign created buzz for 100th birthday
• YouTube: Oreo Cookie Channel
o 44,488 Subscribers
o 34,701,294 Video Views
• Vine: Joined April 4, 2013
o 42 posts
o 15,750 followers
• Instagram:
o 368 posts
o 142,000 followers
• Facebook
o 35,894,719 likes

7. Oreo: How to build on success
• Encourage Viners and Instagrammers to post personal Oreo videos
• Create conversation with consumers
o Have voting poll on next video
• Hold Contest Video Contest
o Users generated videos
o Winner is posted

8. Applicable in Other Industries
• Oreo:
o Retail industries: Kohl’s, Target
o Create videos on how to use products
• Old Spice:
o Razor industry should mimic Old Spice viral videos: Gillette, Schick, Dollar
Shave Club
o Create emotion: Shock, Humor, Awe

9. It’s here for good
- Videos make the most impact on
consumers
- Shorter videos are more likely to be
viewed and reposted
- Will be prevalent in manufacturing, real
estate, and technology industries
- Smartphone growth playing a major
factor

10. How to be Successful
• Twitter Amplify
• Digital Billboards with Vine Videos
• Have one brand voice/message across
multiple media outlets
o Brand Recall

11. QUESTIONS?