10 Video ads, mobile marketing and future directions
YouTube – very recent history (2005) to acquisition in late 2006
Why did Google buy YouTube for $1.65B?
Obvious point of integration for advertising content, but some unique challenges (examples?)
SEO and Video
Keywords = great for text, less obviously relevant for images/video
What is searched in Google Images? Video?
Meta Information in YouTube
Age of video
Optimization for VSEO
Effective keywords (order matters)
Encourage sharing, embeds, ratings, comments (usually – where might you not want to do this?)
Make thumbnail descriptive and engaging
Annotations to link to other video properties
Building channel content
YouTube – simplified Google analytics on all YouTube uploads
Shows views, locations, general demographics, pathways to video, etc.
More on analytics later…
Old Spice Guy
Built on success of Super Bowl spot
Summer 2010 – nearly 200 video responses
Built recognition of initial video
Built follower list on YouTube, Facebook, Twitter
Made old brand attractive to new generation – significant sales jump
Made Isaiah Mustafa a star in own right
Private Hosting or Serive?
Hosted on own site – complete control over look/feel, advertising, links to related content
Service (e.g., YouTube/Vimeo/etc.) – quick access to large network of viewers, more exposure,
easy analytics integration – but can be prone to embedded ads, interstitial/preview ads, etc. Interactive Video
Leveraging interactive components of Internet
Allowing for “transmedia” telling of/interaction with storyline
It‟s a big ask
Increasingly YouTube/Vimeo/others embed interstitial videos before viewer can see material
Sometimes don‟t allow you to skip
Really annoying – little to no variety in interstitials - can influence branding on both advertiser
and hosted video – examples?
Q Score and the optimal number of exposure – overexposure builds *negative* brand impression?
Blurring TV/Online Video Boundaries
Many pieces are repurposed TV pieces (or just TV commercials) – not really “online advertising”,
just getting more mileage of something intended for TV
Some pieces arguably more “online” though – e.g., Apple 1984 ad
Some are extended pieces – a bit of backstory, director‟s cuts, etc.
Superbowl/Oscar ads are aiming as much for chatter than exposure – and that‟s mostly online now
Still a qualitative difference though – we‟re accustomed to TV quality in video, and we‟re more
lax on online video
Location-based marketing – Bing tied into Jay-Z book, promoted