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Online Video Strategy: Paid vs. Owned

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Online Video Strategy: Paid vs. Owned Kevin “Nalts” Nalty YouTube Personality, Author of “Beyond Viral” Marketing Director, Johnson & Johnson
3 Types of Online-Video Marketing PAID PLACED EARNED
1. Paid example • Preroll • Paid placement pros • Control of content • Guaranteed views cons • Eyeballs aren’t free • Adimmunity Online video ad spending grew 52% in 2011 and is projected to grow 40% in 2012.
2. Placed example • Sponsored • Product placement An impression isn’t an impression pros • Happy asses in seats unless it makes one. • Implied endorsement cons • Less control
Example of Sponsored Videos
3. Earned example • Try-ral (viral) • Webisodes • Seeded pros • Control of content • No variable media cost cons • You probably won’t Konyate
Parting Thoughts • Continue targeted video advertising • “Try-ral” is a numbers game • Get good at seeding or partner • Consider in-show placement

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Online Video Strategy: Paid vs. Owned

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  • 2. Online Video Strategy: Paid vs. Owned Kevin “Nalts” Nalty YouTube Personality, Author of “Beyond Viral” Marketing Director, Johnson & Johnson
  • 3. 3 Types of Online-Video Marketing PAID PLACED EARNED
  • 4. 1. Paid example • Preroll • Paid placement pros • Control of content • Guaranteed views cons • Eyeballs aren’t free • Adimmunity Online video ad spending grew 52% in 2011 and is projected to grow 40% in 2012.
  • 5. 2. Placed example • Sponsored • Product placement An impression isn’t an impression pros • Happy asses in seats unless it makes one. • Implied endorsement cons • Less control
  • 7. 3. Earned example • Try-ral (viral) • Webisodes • Seeded pros • Control of content • No variable media cost cons • You probably won’t Konyate
  • 8. Parting Thoughts • Continue targeted video advertising • “Try-ral” is a numbers game • Get good at seeding or partner • Consider in-show placement