1. Rob Ciampa
EVP Sales & Marketing
@robciampa, @pixability #YouTubeNation
rob@pixability.com
YouTube Nation:
Business Video Will Need Marketing
More Than Special Effects

2. Welcome to Boston
Great movies are made here.
We’re not so bad at marketing either….

3. Marketing Effectiveness Challenge
How are your campaigns…?
…your social media?
…your AdWords?
…your marketing budget?

4. You Only Need to Remember 4 Things
 Video is a big deal, but not in the broadcast sense
(I’ll show data)
 Most companies don’t do video right (does this
sound like social media?)
 YouTube is the trump card (is it really the ultimate
social media platform, too?)
 You can begin fixing video as soon as you leave
here today (no kidding)

5. Nation

6. Anybody Seen This?

8. Top 100 brand study
How the Top 100 Global Brands
Do YouTube Marketing

9. Video Radar System Structure Source: Interbrand
Topic Space
Analysis
Raw video data
Visualization
Keyword
Scan Analysis
Engine
Video Information Aggregation
Filtering and
Database
combination
9

10. Study: Top 100 Global Brands on YouTube
Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other
Bubble size: Number of YouTube Channels
1,000,000,000 Google
Sony
Disney
Nike
100,000,000 VW
Apple Samsung
Cartier Nokia
Total Video Views
10,000,000
1,000,000
Cisco
100,000
Kleenex Axa
10,000
10 100 1,000 10,000
Total Videos

11. Top 100 Brands on YouTube:
Main Industry Clusters
Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other
1,000,000,000 Bubble size: Number of YouTube Channels
100,000,000
Cars
Luxury
Total Video Views
10,000,000
FMCG
Tech
1,000,000
Financial Services
100,000
10,000
10 100 1,000 10,000
Total Videos
Based on 1,278 YouTube channels belonging to the top 100 global brands (according to Interbrand)
analyzed using Pixability’s proprietary Video Radar software.

13. 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%

14. YouTube emerging as 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)

15. 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)

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

17. 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

18. Video is NOT done right
by most marketers

19. Most Businesses Fail to Optimize Video
Views per Video
Top 100 Brands on YouTube
Less 1K to 10K to 100K to Over
than 1K 10K 100K 1Million 1 Million
49.6% 30.4% 15.6% 3.9% 0.5%
Almost 50% of videos published by the top 100 global
brands got fewer than 1,000 views, meaning they failed to
reach their audience.
Source: Pixability Online Video Grader Sample of 150,000 business videos
on 1270 YouTube channels belonging to Top 100 Global Brands

20. 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

21. Wicked Bad Targeting

22. $1 Production =
$? Marketing

23. WHAT CAN
YOU DO?

24. get the in front of the to trigger the
Right Right Right
VIDEO AUDIENCE ACTION
CONTENT

25. Produce good videos
and lots of them (but
don’t overspend)

26. Content, not Mattress, is King

27. The Best YouTube Marketers
Produce More Videos
Average Number of YouTube Videos per Channel Online Video
200
Grader result
181 based on
180 6000+
YouTube
160 channels
140
120
100
80
60
40 29
20
0
Top Quartile Bottom Quartile

28. Don’t Market Bad Content
Seriously…

29. Create videos for
different stages of
your marketing
funnel

30. Video Delivers Throughout Marketing Funnel
Video Marketing Impacts Smoothly Integrates
Every Stage of Marketing Funnel With Conversion Practices
Display Ads
AWARENESS
Social Media
CONSIDERATION Retargeting
SEM / SEO
TRANSACTION
Landing Page
Optimization
SERVICE
Customer
Portal

31. Is This OK? Where in the Funnel?

32. The Best YouTube Marketers
Produce Broader Range of Videos
Online Video Grader
result
based on 6000+
YouTube channels
Average shortest video Average longest video
29s Best Channels 1190s
(Top Quartile)
81s Worst Channels 364s
(Bottom Quartile)
Length (seconds)
The most successful YouTube channels use a broader range of video lengths.
This corresponds to a broader range of different video types – anything from
quick promotions to long-form educational videos.

33. Tap into
communities that
already love you

34. 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.

35. Community of Smelly Skydivers

37. Optimize videos so
you get found

40. Fuel the fire with
some $$$

41. 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

42. This “Viral” Thing
What it is:
 Companies promising to make your videos “go viral”
What they promise:
 We’ll get you in front of hundreds of thousands of
viewers so that people will start sharing your video on
social media.

43. 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

44. Targeting radically boosts click-through rates
Click-Through Rates on Video Ads
0.7% Video Ad Networks
3.5% Video Portals
Tech Driven
+ 16-30% Hyper-Targeting
Sources: AdWeek, Emarketer, Vindico, QuickPlay Media, Pixability Client Data

45. Don’t forget to
convert them

46. Anyone Know Nick?

47. Anyone Know Kimberly?

49. YouTube & Video Marketing Drive Results,
Not Just Views
Pixability +380%
campaign start
• For-profit beauty school
chain with over 100 locations
• Relies on online promotion
to drive enrollment
• 600+ YouTube videos cost
$300k + to create and but
were ineffective
June, 2011 July, 2011 August, 2011 September, 2011
• Pixability increased Empire
conversions by 380% in just
Unique US users 3 months

50. Increase in Web; Increase in Enrollment.

51. 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.

52. 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

53. What can I
do right
now?

54. Some Passion, Perhaps?

55. Use Technology to Benchmark Video
Online Video Grader: see how you do in just 2 min.
• Measures the
effectiveness of video
marketing based on
best practices
• Empirical database of
6000+ companies
• Real-time monitoring of
competitors’ activities
• No comparable
information source in
the industry
• Free version at
onlinevideograder.com

56. onlinevideograder.com

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

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

59. Thank You!
@robciampa
rob@pixability.com
@pixability
pixability.com/youtubenation
#YouTubeNation