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 Preroll Paid placement Control of content Guaranteed views 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.

An impression isn’t an impression unless it makes one. 2. Placed An impression isn’t an impression unless it makes one. example Sponsored Product placement pros Happy asses in seats Implied endorsement cons Less control

Example of Sponsored Videos

3. Earned Try-ral (viral) Webisodes Seeded Control of content 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