Video marketing is growing rapidly. While it may seem daunting, creating video content is actually easier than many people think. The document outlines how video will account for 69% of online data traffic by 2017. It also provides statistics on growing video consumption, especially on mobile devices. The document then gives tips on identifying target audiences, creating engaging video content, and sharing it with influencers. Finally, it discusses opportunities for video advertising on YouTube and how to leverage tools like in-stream ads, remarketing, and targeting specific channels or videos based on analytics.

1. #GIANTTalks
Video Marketing - The Whats, Whys and Wheres
@AnthonyKlokkou

2. Quick Game - Please Stand Up
Which was viewed more on YouTube?

3. OR
Charlie bit my finger!
Keenan Cahill - Teenage
Dream

4. OR
Teaser Trailer Teaser Trailer

5. OR
Royal WeddingJames Bond and the Queen

6. OR
The Annoying Orange
Yosemitebear Mountain
Double Rainbow

7. Most viewed video of all time…

8. Video is here to stay, it is growing
incredibly quickly and it is an
effective medium for advertising…
that isn’t as scary as most people
think!

9. Take Aways
1. Video consumption is growing rapidly
and is set to accelerate
2. It is often daunting, when actually it is a
lot easier than you think
3. Advertising opportunities are vast, they
require both analytical and creative skill

10. Take Aways
1. Video consumption is growing rapidly
and is set to accelerate

11. Video will account for
69%
of all online data traffic by
2017Source: Cisco

12. Source Ooyala (2015)

13. Over 50% of all
YouTube views are on
mobile

14. 191VIDEOS
per viewer per
month
Source: comScore MediaMetrix, Desktop and Mobile, UK, January 2015
40.7MILLION
people in the UK watch YouTube
every month
8HOURS
of YouTube videos watched per
viewer every month
86%REACH
of the UK online
population
The UK is watching more than ever

15. 64%
use YouTube to
find products
40mins
the average
mobile video
session
25%
of mobile videos
watched are 5mins
long or more
42%
of online shoppers
use video during pre-
purchase research

17. Take Aways
1. Video consumption is growing rapidly
and is set to accelerate
2. It is often daunting, when actually it is a
lot easier than you think

18. Where to start?
How do I even begin to come up
with an idea for video?
Where do you start?

19. 19
Audience
groups
Topics Keywords Influencers
Identify
Create
Share
Written
Evaluate
Image Video
Influencers
Tracking and
analytics
Create content that will
connect and engage
Once created, share it
with the people your
audience listen too
already
As ever, monitor what
works and do more of it
Content Engagement

20. Content Engagement
20
Audience
groups
Topics Keywords Influencers
Identify
Create
Share
Written
Evaluate
Image Video
Influencers
Tracking and
analytics
Create content that will
connect and engage
Once created, share it
with the people your
audience listen too
already
As ever, monitor what
works and do more of it
• What are your audience’s motivations?
• What interests them?
• What is useful to them?

21. Understanding Users’ Needs
• Adwords keyword planner
• PPC Search Queries
• Google predict
• Customer queries

22. Types of Video

23. You Can do it!
• Camera - £0 > £1500+
• Lighting - £50 eBay
• Sound - £50 eBay
• Script - £0
• Editing software - £0 - Youtube editor/imovie
• Optimisation - £0

24. SGM’s journey to video
20162011 vs

25. …and a quick
Snapchat
afterwards…

26. Take Aways
1. Video consumption is growing rapidly
and is set to accelerate
2. It is often daunting, when actually it is a
lot easier than you think
3. Advertising opportunities are vast, they
require both analytical and creative skill

27. • TrueView in-stream
• In-stream ads play before or during a video from YouTube
• Viewers can skip it after 5 seconds
• You pay after 30 seconds or there is an interaction

28. • Static Display & Companion Ads
• Static ads that appear on a CPM or CPC basis
• Overlay ads appear in video
• Companion ads appear to the right

29. YouTube
• Define your target audience
• Layer with interests
• Define specific placements

30. 1. Demographic & Geographic Targeting
Gender Age
Parental Status

31. 2. In-Market and Affinity Audiences

32. 3. Target channels and videos

33. • Then lets define a remarketing strategy
• Target users that have watched your videos or visited your site
• On search/youtube
• With series content
Visitor Your Site Visitor Leaves Your AD on
other sites
Visitor Returns
The Remarketing Process

34. Missing an Opportunity

39. What Active Life Store
company should of done

40. • Target goggle reviews with static ads
• Remarket to users that go on to watch
more videos
• Remarket to users that subsequently search
on Google
• Bid on relevant product related terms
through PPC

41. Take Aways
1. Video consumption is growing rapidly
and is set to accelerate
2. It is often daunting, when actually it is a
lot easier than you think
3. Advertising opportunities are vast, they
require both analytical and creative skill

42. S U B S C R I B E
#GIANTThursday

43. • Specialist Digital Marketing training delivered the
GIANT way
• A range of courses for a range of business needs
• Speak to Danny during networking to find out
more