1. Online Video
Chase Norlin Fred Krazeise
Alphabird SmithGifford

2. Steal ID

3. About bird
Editorial
bird is a Click-To-Play distribution of editorially
placed videos on premium website
vertically publishers.
integrated Social
Click-To-Play delivery of social video
audience campaigns across Youtube, Facebook, and
other leading social platforms.
development
AlphaPlayer
company that Preroll video syndication network distributed
transparently across premium website
guarantees publishers.
targeted, Video CPC
engaged Audience development engine that drives
and optimizes audience to videos on
audiences for Owned & Operated sites.
online video. Placevine
Crowd-sourcing and delivery of video
campaigns across targeted Youtube
channels.

4. Video engagement’s
Source: Mediapost, Alex Rowland, CRO, Alphabird

5. Impressions VS
Video requires extended consumer attention or
engagement to effectively deliver its message
• Billboard on the freeway
• Equivalent in the online world is CPM-based advertising:
• Display ads, autoplay in-banner video ads, preroll ads (interruptive,
you’re waiting for your content to start)
• Engagement is a by-product (e.g. CTR)
• This means a movement towards engagement-based advertising:
• CPE / CPV – very powerful, expression of consumer intent
• Advertiser only pays for authentic engagements
• Youtube Sponsored Videos – 2 expressions of consumer intent
• The ultimate? “Earned Media” – whereby paid activation drives viral growth
and free, authentic views are earned

6. Client
Identity Guard wanted to shed new light on
the problem of identity theft so that people
would actually listen.
Meet StealMyID.com
1. Create microsite,
“mockumentary”
infomercial
2. Drive traffic, and

7. In
*Science &technology category

8. Traffic isn’t just quantity

9. Mobile
Mobile device viralness: driven by
chart placement and search.
No link referrer:
“We have no information on the
origin of these views. This happens
when videos are shared virally, e.g.,
someone clicking on a link to the
video from an email/IM
application, or when the video„s
URL is copied into a browser‟s
address bar.”
-YouTube
TOTAL ORGANIC VIEWS: 11,497

10. Penetrating
Content: great creative
= social engagement
Timing: allowed for
maximum chart
placement
Continued investment:
while content was
peaking organically,
we were able to
maximize exposure
with an additional buy