2. Online Video Strategy: Paid vs. Owned
Kevin “Nalts” Nalty
YouTube Personality, Author of “Beyond Viral”
Marketing Director, Johnson & Johnson

3. 3 Types of Online-Video Marketing
PAID
PLACED
EARNED

4. 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.

5. 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

6. Example of Sponsored Videos

7. 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

8. Parting Thoughts Continue targeted video advertising
“Try-ral” is a numbers game
Get good at seeding or partner
Consider in-show placement