2014

ADVERTISING OPPORTUNITIES ON YOUTUBE

Hold on to your hats, we’re going to cover quite a bit:

● YouTube Ad Tech

● How People Make Money on YouTube

● MCN’s

YOUTUBE AD TECH

FORCED WATCH ADS TRUEVIEW ADS

PAID YOUTUBE AD PRODUCTS

YOUTUBE AS A CDN(That’s a Content Delivery Network to all you greenhorns)

HOW DO VIDEO CREATORS MAKE MONEY ON YOUTUBE?

1. THEY RUN YOUTUBE ADS ON THEIR VIDEOS(Remember these guys?)

The creator gets a cut of what advertisers pay for those ads.

This is one of the offerings of the YouTube Partner Program.

2. THEY CREATE CUSTOM CONTENT FOR BRANDS(This is what we’re talking about when we talk about Influencer Marketing)

Influencer Marketing on YouTube takes advantage of the relationships channel owners have developed with their audiences.

Influencer content on YouTube can take a number of forms including:

● Branded Mentions● Product Placements● Completely Custom Content

3. THEY JOIN MCNs

WHAT THE HECK IS AN MCN?A Multi-Channel Network is an organization that represents or works with a

number of YouTube channels (whether 10 or 10,000).

SOME EXAMPLES OF MCNs

WHAT DOES THE INFLUENCER GET

● Channel and audience building tools○ Software○ Education○ Events and networking

● Greater access to custom content campaigns

● Cross-promotion within network

WHAT DOES THE MCN GET

● A percentage of the influencer’s YouTube Partner revenue

● Revenue from custom content● They frequently get exclusive

agreements with influencers● Access to influencer’s YouTube stats● Some contracts involve a percentage of

the influencer’s IP rights

HOW DO MCNs MAKE MONEY?

A lot like individuals do, but at scale.

1. Lots of paid YouTube ads2. Lots of simple branded content

○ End Slates, lower thirds, etc.○ Mentions○ Product placements

3. Celebrity influencers○ Celebrity contracts often involve

relationships outside of YouTube including other social networks as well as real world interactions and event attendance

OPPORTUNITIES ON YOUTUBE

MAKING CONTENT TAILORED TO PAID YOUTUBE PRODUCTS

To do this better we need to:

● Understand the cool things that brands are doing with YouTube ads● Communicate to our clients how they could be doing similar things with

YouTube ads● Communicate the benefits of doing those things with YouTube ads

BY THE WAY, WHAT ARE THE BENEFITS OF YOUTUBE ADS?

The single biggest benefit YouTube ads provide is the ability to associate your brand with any number and any type of video content like on the

single biggest video channel in the world.

Let’s stop repurposing the same old things that drive us mad.

contd. MAKING CONTENT FOR PAID YOUTUBE PRODUCTS

BURGER KING + BBDO1. Identified the 64 most popular videos with

their target demo on YouTube2. Produced 64 ads specific to the 643. Profit!

They took a tongue and cheek approach to empathizing with how the target hates ads.

Poptent is uniquely positioned to not only deliver a high volume of content from an authentic perspective, but to also develop the specific strategy for YouTube.

Cool things brands are doing with YouTube ads

FARMERS “:15 OF SMART”Farmers produced a vast number of :15 preroll spots in support of their “Smart” campaign. The volume and variety encourage discovery by viewers who initially like the content, as well as diminish the effects of wearout.

We are well suited to produce out the volume of content that a campaign like this requires. Farmers support their TVC’s very ‘smartly’ with a boatload of online content.

contd. MAKING CONTENT FOR PAID YOUTUBE PRODUCTSCool things brands are doing with YouTube ads

THIS MOMENT OF [ADJECTIVE] BROUGHT TO YOU BY [BRAND]

Suzie Reider, the Director, Media Solutions at Google, and a video advertising visionary, stated an interesting idea. There’s a focus on creating medium and long format branded content, but how about going shorter and smaller?

Her idea was for a brand like coke to produce short, simple, :03 - :06 second bugs for the purpose of associating themselves with content people are fond of.

eg. “This moment of happiness brought to you by Coca-Cola” could be run in front of a pool of content of varying quality and targets that simply make people smile.

contd. MAKING CONTENT FOR PAID YOUTUBE PRODUCTSCool things brands are doing with YouTube ads

QUESTIONS?

LIZ MACDONALDDirector of Client Services

THANKS!

CHRIS VASQUEZProduct Manager

SAM OHREMDigital Strategist

RESOURCES

SOME HELPFUL LINKS FOR EXPLORING YOUTUBEDive in and learn by doing. It’s really a lot of fun.

YouTube AdsYouTube Ad Rankings

Google Video Ads Overview

YouTube Advertiser Playbook

MCNs on YouTubeSocialBlade Top 50 MCN’s

YouTube Influencer Search and ProfilesChannel Pages - A portal for YouTube channels to indicate that they are looking to collaborate or produce sponsored content.

Sponsify - A “job board” that allows brands to post paid YouTube influencer assignments.

OpenSlate - Very detailed YouTube channel search and statistics.