OgilvyOne attended VidCon, the world's biggest online video conference. Here are some key takeaways.

1. KeyTakeaways
fromVidCon2016
Justine Herz
Director, Content & Social
OgilvyOne Worldwide

2. VidCon 2016
Rob Davis and I just returned from the 7th annual
VidCon, the world’s biggest online video
conference for 3 distinct audiences:
• Super Fans: fans can meet their favorite online
Creators
• Aspiring Creators: up-and-coming content
Creators can learn from top-level Creators and
industry experts about everything from how to
grow their subscriber base and how to monetize
their channel to how to make a brand deal
• Industry Leaders: brands, agencies, MCNs,
media publishers, talent representatives act as
observers, teachers, thought leaders and
connectors in the world of influencer marketing
Here are a few key takeaways from the conference:

3. 1) The online video audience is made up of impassioned super
fans that build communities around specific niches or genres.
There are hundreds of channels and content creators
dedicated to various niches, such as LGBTQ, books,
sneakers, gaming, kids, beauty, technology, foodies, etc.
The Creators themselves don’t want to be the next
generation of TV stars with mass appeal or the ability to
generate massive amounts of ad revenue. Instead, they
want to connect with their audiences through creativity,
passion and inclusivity. They are not looking to compete
in reach, but rather in audience engagement.
John Green, co-founder of VidCon and huge online
video star in his own right says, “we don’t want to be the
next NCIS, we want to be the next Radiolab.” For those
not familiar, Radiolab is a nationally syndicated radio
show and podcast that’s been running for 13 seasons,
garnering a devoted audience of almost 2 million
listeners to each show. Widely acclaimed among
listeners and critics alike, it has received several awards
including a Peabody Award and has been hailed as one
of the most innovative shows on America radio.

4. 2) Brands are catching on to the power of influencer marketing, but
there’s a big opportunity for agencies to play a more substantial role.
A lot more brands were present at this VidCon compared to last year.
Brand Managers, Digital Strategists, Media Managers from many top
global brands were there, all being wooed from beginning to end, party
after party, meeting with top-level YouTube video Creators and
experiencing a level of fandom they only thought was possible at a Justin
Bieber concert.
MCNs, talent agencies and media companies, such as Maker,
Fullscreen, United Talent Agencies and YouTube were also highly visible.
They were there in hopes of both signing up-and-coming Creators and
connecting relevant brands to their existing stable of talent.
For the second year in a row, Ogilvy was one of the few creative
agencies It’s probably not a coincidence that agencies have mostly been
on the perimeter to date, as the space is largely seen as a media play
currently. However, we heard over and over again that neither brands nor
creators are entirely happy with the current process and both are looking
for better ways to work together. Ogilvy has a big opportunity to
demonstrate our expertise by guiding the process in a way that helps our
clients accomplish their goals and simultaneously helps the Creators
develop content that they are proud to share with their own audience.

5. 3) Facebook was a much bigger deal this year than last.
VidCon is primarily a YouTube video conference. YouTube didn’t create it, but
it has since become the title sponsor and dominant presence.
At last year’s VidCon, Facebook had absolutely no presence. It had just
launched its attack on video, which would soon propel it to 8 billion video
views per day, yet it was completely absent from the world’s largest online
video conference. Simultaneously, we heard from Creators that YouTube was
their preferred platform to make a living from their craft.
Fast forward to this year’s VidCon, Facebook did not necessarily have a
presence on the ground at VidCon, but it certainly was the subject of many
seminars and discussions pertaining to video discovery and engagement.
When Creators talk about Facebook vs YouTube, they don’t see the two as
competitors, but rather as complementary platforms that are good for online
video and its community. In fact, The Young Turks even said that they have
seen one channel drive growth off the other. When they launched their
Facebook page, they realized that viewers would discover a video on
Facebook because of the innate sharing that happens on the platform, but
then visit the Young Turks’ YouTube channel and subscribe. As Facebook
discovery grew, so did their YouTube subscribers overall.

6. 4) Exhibition Hall was all about brand interactivity.
Exhibition Hall was located on the first floor of the
Anaheim Convention Center. It consisted of brand
kiosks, interactive experiences and interview staging
areas. Some brands that dominated the hall were CPG
food brands like M&Ms and Taco Bell, beauty brands like
Cover Girl, content distributors and original program
creators like Netflix and PBS Digital Studios, and
technology brands like Samsung and Flipagram.
The majority of brands chose to offer one-of-a-kind
interactive experiences rather than static exhibits or
product giveaways, often typical in other conferences.
For example, M&Ms used virtual reality to show
audiences the colorful homes of each M&M, while Sweet
Tarts allowed audiences to customize their own flavors,
and Taco Bell offered audiences a chance to create their
own Snapchat filter. Brands did a great job with creating
an experience that was both interactive and unique, the
perfect fit for a Creator conference like VidCon.

7. 5) Video technology advances have given Creators a variety of new video
capturing techniques, but it doesn’t replace storytelling as the priority.
New video technologies, such as live streaming, virtual reality, 360 video,
drones and interactive video, have both Creators and brands excited to
experiment with new storytelling techniques.
From an industry perspective, the focus remains on getting users
comfortable with the technology and entering test and learn scenarios to
gain insights and develop best practices. At the conference, YouTube
announced that it tapped several top-level Creators, such as Casey
Neistat, to create new virtual reality videos and test them against various
verticals. Additionally, it announced that live streaming would soon be
available directly from the YouTube mobile app via a “Go Live” button.
From a Creator perspective, they are exciting to add another tool to their
toolbox. They see these technologies as a technique to advance a story
or evoke an emotion. As Casey Neistat said, “the medium should
enhance the story, not dictate it.”
Two examples of brands doing virtual reality well that were discussed:
• Toms Shoes used VR to show viewers the countries and children who
receive their donated shoes through the Giving Partners program
• National MS Society used VR to show viewers what happens when
surfers and ballerinas lose their ability to the one thing they love the
most

8. 6) Creators are becoming savvier when working with brands.
This year, there was a lot more emphasis and education
about brand/Creator collaborations, with seminars about
how to get a brand deal, how to determine a Creators’
value, how to work together and others. Top-level Creators
shared many tips about working with brands, and brands
also shared their own learnings about the process and
outcome of working with Creators. Both parties admit there
has been tension in the past, but frustration can be
overcome when each is respectful, collaborative and
flexible with the other.
One seminar dissected the success of the collaboration
between Nestle Tollhouse and Elise Strachan from My
Cupcake Addition. Elise created 6 videos for Tollhouse
between Valentines Day and Easter, and worked with
Tollhouse to identify additional Creators who used her
recipes to create their own yummy versions and reach
additional audiences. The video for Elise’s Valentines Day
bundt cake using Tollhouse ingredients received almost 2.5
million views on Elise’s YouTube channel, and almost 16
million views across all of Elise and Tollhouse’s channels.

9. About Justine:
Justine is an experienced digital marketer, focused on video strategy and
content marketing. Her resume spans the world’s most coveted agencies and
brands, and includes work on business-to-business, consumer-packaged
goods, corporate reputation and various industry segments.
In her current role, Justine leads the Advanced Video Practice, a unique video
strategy specialty within the Content & Social group at Ogilvy. There, she
designs effective video programs that leverage both the interactive
capabilities of online video and the distinct digital behaviors associated with
its users. Specific areas of expertise include pre-and-post video optimization,
distribution planning across owned/earned/paid channels, demand generation
video, and YouTube channel strategy and implementation.
Justine has been a featured speaker at industry events, such as ARF, and
academic institutions, such as NYU. She was born in South Africa, raised in
Florida and enjoyed a professional stint in Los Angeles before settling in New
York City. Her passion for theatre, art and pop culture greatly influenced her
personal and career paths and continues to bring creativity and joy to her
daily life.
Justine Herz
Director, Content & Social