To gain access to the full video recording, register for free access at: http://pixvid.tv/VWUMDo We know more than a few things about YouTube Advertising. In fact, we’ve put together some powerful and effective campaigns that delivered results 500% higher than our closest competition. We also know that most marketers and agencies just aren’t doing it right. Good thing we can help. In this hard-hitting, no-fluff webinar, we’ll show you how to: -Incorporate organic optimization to accelerate paid search -Execute effective advertising and seeding strategies -Determine which ad formats work best -Move from broadcast mentality to hyper-targeting -Avoid ad-buying scams and black hat techniques So, what’s the ½? Sign up and you’ll learn more about the critical piece that ties it all together. Connect With Pixability: Twitter | @pixability Facebook | facebook.com/pixability e-mail | info@pixability.com phone | 1-888-PIX-VIDEO

1. Pixability TV 25
Webinar
October 17, 2012

2. YouTube Advertising - 5½ Things Brands,
Marketers, and Agencies Need to Know
 The Market/Marketing Funk
 Video Content Emancipation?
 1. YouTube as a Marketing & Advertising Platform
 2. YouTube Ad Formats
 3. Hyper-target
 4. Setting Up a YouTube Campaign
 5. Measure What Matters
 5½. Don’t Do This!
 Questions

3. Questions?
 webinar@pixability.com
 Twitter: @pixability #pixtv25

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

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

6. Video Marketing for Dummies: The Book
 Available as
paperback and
ebook
 408 pages,
$16.32 paperback
$14.00 Kindle

7. The Market/Marketing Funk

8. Marketing Effectiveness Challenge
How are your campaigns?

9. Video Content Emancipation?

10. 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

11. 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

12. …and fail to effectively target advertising

13. 1.
YouTube as a
Marketing and Advertising Platform

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

18. Online Video:
Paid, owned & earned media work together
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

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

20. 2.
YouTube Ad Formats

21. 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
 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

22. 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.

23. 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).

24. 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.)

25. 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.)

26. 3.
Hyper-target

27. Pixability Radar
• Automatically
identifies the
most successful
YouTube
channels for a
particular topic.
• Competitive
analysis
• Ad targeting
• Suggests related
keywords that
are being used
by the most
successful
videos.

28. Pixability Video Radar
“What is going on in my industry on YouTube?”
• Videos and channels
(=competitors) that deal
with a particular topic
• The number of views
these videos attract
(=size of the audience)
• Social media reactions
from viewers
• Details about each
video

29. YouTube Example: HP
 Goal: Measure the
effectiveness of a video PR
campaign to encourage
people to buy original HP
ink.
 Pixability Radar analyzed
hundreds of thousands of
videos for relevant
content.
 Results:
 HP gets views, but people
don’t believe the message
 Very negative user
feedback compared to the
rest of the sector
 Content can’t be found
even if people look for
information on this topic.

30. 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

31. 4.
Setting up a YouTube Campaign

32. Create New Video Campaign

33. Choose Campaign Location

34. Select Ad Schedule

35. 5.
Measure What Matters

36. What to Analyze?
 Raw numbers like views, users, demographics
 Traffic sources
 Embed sites and links
 Search keywords
 User engagement and sharing
 Click tracking
 Process: Establish a rhythm for analysis, e.g.
monthly deep-dive with a quick weekly update

37. 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

38. 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
Source: Empire Education Group traffic data, Pixability analysis

39. 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.

40. 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

41. 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

42. YouTube Analytics
• Good starting point
and free.
• Optimized for content
producers, not
marketers.
• Figuring out the most
important facts for
marketers is tough.

43. 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.

44. 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.

45. 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

46. 5.
1/2
Don’t Do This!

47. Don’t Market Bad Content
Seriously…

48. Closing Thoughts

49. Good targeting boosts click-through rates
Click-Through Rates on Video Ads
0.7% Video Ad Networks
3.5% Video Portals
+ 10-30% Hyper Targeting
Sources: AdWeek, Emarketer, Vindico, QuickPlay Media, Pixability Client Data

50. 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

51. onlinevideograder.com

52. Questions?

53. www.pixability.com
888-PIX-VIDEO
888-749-8433
andreas@pixability.com - @agoeldi
rob@pixability.com - @robciampa