Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Paid vs. Owned - s3.amazonaws.com
Document related concepts
no text concepts found
Transcript
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 pros cons • • • • • • Preroll Paid placement Control of content Guaranteed views Eyeballs aren’t free Adimmunity Online video ad spending grew 52% in 2011 and is projected to grow 40% in 2012. 2. Placed example pros cons • • • • • Sponsored Product placement Happy asses in seats Implied endorsement Less control An impression isn’t an impression unless it makes one. Example of Sponsored Videos 3. Earned example pros cons • • • • • • Try-ral (viral) Webisodes Seeded Control of content No variable media cost 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
Related documents