The YouTube ecosystem is incredibly deep and full of opportunities for any advertiser with imagination, understanding, and some gumption. This deck is a brief overview of some of the basic opportunities on YouTube (aside from straight content!).

1. 2014
ADVERTISING OPPORTUNITIES ON YOUTUBE

2. Hold on to your hats, we’re going to cover
quite a bit:
● YouTube Ad Tech
● How People Make Money on
YouTube
● MCN’s

3. YOUTUBE AD TECH

4. PAID YOUTUBE AD PRODUCTS
FORCED WATCH ADS
TRUEVIEW ADS

5. YOUTUBE AS A CDN
(That’s a Content Delivery Network to all you greenhorns)

6. HOW DO VIDEO CREATORS MAKE MONEY ON YOUTUBE?

7. 1. THEY RUN YOUTUBE ADS ON THEIR VIDEOS
(Remember these guys?)
The creator gets a cut of what advertisers pay for those ads.
This is one of the offerings of the YouTube Partner Program.

8. 2. THEY CREATE CUSTOM CONTENT FOR BRANDS
(This is what we’re talking about when we talk about Influencer Marketing)
Influencer Marketing on YouTube takes
advantage of the relationships channel
owners have developed with their
audiences.
Influencer content on YouTube can take a
number of forms including:
● Branded Mentions
● Product Placements
● Completely Custom Content

9. 3. THEY JOIN MCNs

10. WHAT THE HECK IS AN MCN?
A Multi-Channel Network is an organization that represents or works with a
number of YouTube channels (whether 10 or 10,000).
SOME EXAMPLES OF MCNs

11. WHAT DOES THE INFLUENCER GET
●
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Channel and audience building tools
○ Software
○ Education
○ Events and networking
Greater access to custom content
campaigns
Cross-promotion within network
WHAT DOES THE MCN GET
●
●
●
●
●
A percentage of the influencer’s
YouTube Partner revenue
Revenue from custom content
They frequently get exclusive
agreements with influencers
Access to influencer’s YouTube stats
Some contracts involve a percentage of
the influencer’s IP rights

12. HOW DO MCNs MAKE MONEY?
A lot like individuals do, but at scale.
1. Lots of paid YouTube ads
2. Lots of simple branded content
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End Slates, lower thirds, etc.
Mentions
Product placements
3. Celebrity influencers
○
Celebrity contracts often involve
relationships outside of YouTube
including other social networks as well as
real world interactions and event
attendance

13. OPPORTUNITIES ON YOUTUBE

14. MAKING CONTENT TAILORED TO PAID YOUTUBE PRODUCTS
Let’s stop repurposing the same old things that drive us mad.
To do this better we need to:
● Understand the cool things that brands are doing with YouTube ads
● Communicate to our clients how they could be doing similar things with
YouTube ads
● Communicate the benefits of doing those things with YouTube ads
BY THE WAY, WHAT ARE THE BENEFITS OF YOUTUBE ADS?
The single biggest benefit YouTube ads provide is the ability to associate
your brand with any number and any type of video content like on the
single biggest video channel in the world.

15. contd. MAKING CONTENT FOR PAID YOUTUBE PRODUCTS
Cool things brands are doing with YouTube ads
BURGER KING + BBDO
1.
2.
3.
Identified the 64 most popular videos with
their target demo on YouTube
Produced 64 ads specific to the 64
Profit!
They took a tongue and cheek approach to
empathizing with how the target hates ads.
Poptent is uniquely positioned to not only
deliver a high volume of content from an
authentic perspective, but to also develop the
specific strategy for YouTube.

16. contd. MAKING CONTENT FOR PAID YOUTUBE PRODUCTS
Cool things brands are doing with YouTube ads
FARMERS “:15 OF SMART”
Farmers produced a vast number of :15 preroll
spots in support of their “Smart” campaign. The
volume and variety encourage discovery by
viewers who initially like the content, as well as
diminish the effects of wearout.
We are well suited to produce out the volume
of content that a campaign like this requires.
Farmers support their TVC’s very ‘smartly’ with
a boatload of online content.

17. contd. MAKING CONTENT FOR PAID YOUTUBE PRODUCTS
Cool things brands are doing with YouTube ads
THIS MOMENT OF [ADJECTIVE] BROUGHT TO YOU BY
[BRAND]
Suzie Reider, the Director, Media Solutions at Google, and a video
advertising visionary, stated an interesting idea. There’s a focus
on creating medium and long format branded content, but how
about going shorter and smaller?
Her idea was for a brand like coke to produce short, simple, :03 - :
06 second bugs for the purpose of associating themselves with
content people are fond of.
eg. “This moment of happiness brought to you by Coca-Cola”
could be run in front of a pool of content of varying quality and
targets that simply make people smile.

18. QUESTIONS?

19. THANKS!
CHRIS VASQUEZ
LIZ MACDONALD
SAM OHREM
Product Manager
Director of Client Services
Digital Strategist

20. RESOURCES

21. SOME HELPFUL LINKS FOR EXPLORING YOUTUBE
Dive in and learn by doing. It’s really a lot of fun.
YouTube Ads
YouTube Ad Rankings
Google Video Ads Overview
YouTube Advertiser Playbook
MCNs on YouTube
SocialBlade Top 50 MCN’s
YouTube Influencer Search and
Profiles
Channel Pages - A portal for YouTube channels to
indicate that they are looking to collaborate or produce
sponsored content.
Sponsify - A “job board” that allows brands to post paid
YouTube influencer assignments.
OpenSlate - Very detailed YouTube channel search
and statistics.