Learn how to leverage the power of online video in your business. -Grow a following on YouTube -Engage your audience with interactive features -Boost online conversions from video ads -Produce video content for less cost than you think -Use behavioral data and retargeting to show videos to the right audience

1. Moving Minds with
Online Video Advertising

4. Agenda
• Online Video Works!
• Paid advertising options/formats/pricing
• Paid advertising case study
• Organic video promotion techniques
• Organic case study

5. Great work
DESERVES an audience

10. Property Video Ads (000)
Total Ad Minutes
(MM)
Frequency (Ads per
Viewer)
% Reach Total U.S.
Population
Total Internet : Total
Audience 13,256,089 5,137 81.6 52.6
Google Sites 2,417,367 212 22.7 34.4
BrightRoll Platform** 2,168,331 1,137 13.5 51.8
LiveRail.com† 1,686,142 615 20.8 26.3
Adap.tv† 1,483,369 713 13.6 35.2
Hulu 1,443,948 553 63 7.4
Specific Media** 1,233,788 474 11.6 34.6
TubeMogul Video Ad
Platform† 818,154 270 10.2 26
Tremor Video** 766,697 390 12.1 20.6
NDN 529,586 143 13.4 12.8
Videology† 524,490 223 7.9 21.5

11. Formats
• Pre-roll (+mid/post roll) :15/30/60
• In-Banner
:15/30
• Rich Media :15+
• YouTube In-Display/In-Stream/In-Search
• Display/text around video + companion
banners

12. Pre-Roll (w/Companion Banner)

13. Pre-Roll (w/Companion Banner)

14. In Banner Video Ads

15. YouTube In-Search Ads

16. YouTube In-Display+In-Stream

17. Rich Media

18. nonstop you

19. 82% brand lift for “native ads”
vs.
2.1% brand lift for preroll
29.3% of preroll viewers think of
brands unfavorably after being
forced to watch ads
Source: http://performinsider.com/2013/04/native-ads-vs-pre-roll-ads-brand-lift/

20. Cost Models
•CPCV/True View
•CPM
•CPC

21. Targeting
• Age/Gender (free)
• Geography
• Topics
• Specific videos (Youtube only)
• Behavioral
• Retargeting

22. Inventory Sources
• Google – YouTube’s unique formats
• Exchanges – Best Pricing and Reach
• Direct – Control over user experience

23. Paid video Editing Techniques
• Design quality thumbnails
• Include companion banners
• Message in first 5 seconds for skippable
• Invite people into experiences
• Acknowledge you’re interrupting them

24. Case Study

25. Organic Video Promotion
• YouTube Tagging
• Video Sitemaps - WISTIA
• Linking to videos
• Increase views from diverse sources
• Do NOT buy fake views

26. Editing for organic video
engagement
• Brand elements
• Set hook early – “headline”
• Keep people engaged – this is a
skippable medium
• Ask for next actions - annotations
• Invite sharing (what is in it for them?)

27. Organic Case Study

28. How to setup video in AdWords
LIVE DEMO

29. Quiz Questions
1. What is the #13 film on the 100 films list?
2. What is the largest video advertising
exchange?
3. Max length of In-Display video ads?