The slides from a talk I gave the Google CEE Agency Day 2013 in Warsaw. I proposed a new approach to YouTube video advertising in which you start small & test instead of planning for a next big viral hit. I've also shown how to use micro work platforms to quickly & cheaply create simple but aesthetic videos. More on my blog: www.maciejolpinski.com

1. @maciejolpinski
so yet it moves
opportunities for SEM agencies in the
online video market
?
maciejolpinski.com

2. 25.media.tumblr.com/3cada23f71f7327bc899495f98549910/
tumblr_mfqvvdivTP1rm414ho1_1280.jpg

4. 13 episodes
released at the same time
“marathon watching”
phenomenon
i.imgur.com/wbt2rxF.jpg

5. “ The goal is to become HBO
faster than HBO can become us. “
Ted Sarandos
Netflix Chief Content Officer
i.imgur.com/wbt2rxF.jpg

6. 1.
2.
3.
#
top sites | alexa.com
06.2013

7. search
video
social
desktop
tablet
smartfon
we’re

8. heading

9. this

10. way

11. search social content
tekst video images music
you

12. are

13. here

14. today
brand

15. search social content
text video images music
you

16. will

17. be

18. here

19. tomorrow
brand

20. Goodbye SEOMoz
Hello Moz!
Rand Fishkin | www. moz.org

21. for the first time
in history
it’s an equal
game
for all advertisers

22. In Stream In Search In Display
instantaneous feedback from the viewers
Cost PerView
AdWords technology
3

23. x

24. TrueView

25. “we

26. know

28. we

29. plan”
“we

30. don’t

31. know

33. we

34. test”

35. FAQ

36. #1
does video
convert?

37. a
i
d
a
the same creative won’t work

38. measure micro
and
macro conversions
Avinash Kaushik | www. kaushik.net

39. FAQ

40. #2
isYouTube
like
television?

41. landline phone smartphone
the

42. biggest

43. potential
“we

44. want

45. a

46. faster

47. horse”
+ 30%

48. the

49. biggest

50. potential
“we

51. want

52. a

53. faster

54. horse”
+ 30%
TV online video

55. www.myhaus.com/wp/wp-content/
uploads/2012/11/usb-cassette.jpg
technology
you

56. are
here
traditional
client

57. yesterday
one, big, expensive ad
today
many, small, cheap creatives

58. FAQ

59. #3
but where
do I get
videos from?

60. youtube.com/watch?v=OhiVV1HrQq0

61. youtube.com/watch?v=aXbQnd5i3AE

62. Koszt:
$20
access to talents worldwide
$5
$10
$5

63. FAQ

64. #4
how do I
convince small
client to try
YouTube?

65. campaign

66. cost

67. (creative

68. +

69. media):
$XXX
required

70. assets:

71.
existing search campaign
uses only text ads
does search advertising
doesn’t like to be on camera
client’s profile :
small campaign budget
“TESTYOUTUBE” proposal

72. ad text
landing page
STEP

73. #1

74. STEP

75. #2
youtube.com/watch?v=UFqgO6FaVEg

76. kierowanie
analityka
kreacja
tekst reklamowy
strona docelowa
STEP

77. #3

78. but there’s more ...

79. www.maciejolpinski.com/newsletter
maciejolpinski.com
continuation

80. and

81. extra

82. stuff...