Video Landscape--A Rising Tide: Video Today by Kari Walles was presented at Marcel Media's 4th annual Seminar. Includes: Online video statistics, YouTube growth metrics, best practices for online video and case studies.

1. A Rising Tide: Video Today

3. Fast growing
is the fastest growing
medium in history
Source: Trendstream and research firm Lightspeed, 2009
Source: SNL Kagan, "Economics of Internet Media," provided to eMarketer, May 21, 2009

4. Ubiquitous
77% of Americans online
watched a video last month
Source: Nielsen, 2009

5. Video Knows No
Digital Divide
20% of YouTube‟s
audience is 55+
Source: comScore, 2009.
Source: comScore, 2009

6. Video Knows No
Digital Divide
Record-high viewing
on all screens
Source: Nielsen “Three Screen Report,” 2009.
Source: comScore, 2009

7. Mobile traffic
grew 500%+
Source: comScore, 2009 data, 2009.
YouTube internal

8. “Premium” Is Changing

10. Social media. n. Online content
created by people using highly
accessible and scalable publishing
technologies. At its most basic
sense, social media is a shift in how
people discover, read and share
news, information and content.
Wikipedia

11. Sharing Is the New Viewing
Twitter
Dailymotion
Blip.tv Sling Media
Yelp YouTube
Joost Netvibes
Second Life
Facebook Yahoo! Video
Veoh
hulu
eBaumsWorld
Break
Del.icio.us
Metacafe Brightcove
Bebo
LiveVideo
Change.org
CNET Networks MSN Video
Friendster Digg
MySpace Funny or Die
StumbleUpon
Comcast
-
Flickr
Size = # monthly UU
Note: Social and media are ranked roughly by the amount of activity of each in comparison to the other on a given site.
Source: Nielsen//NetRatings , June 2008

12. Five Best Practices for Online Video
1 Create “ads” that work as content.
2 Drive Viewership
3 Ideas come from everywhere.
4 Find the talent and use it.
5 Connect

13. Create ads that work as content.

14. Create ads that work as content.

15. Create ads that work as content.

16. Create ads that work as content.

17. Create ads that work as content.

18. Create ads that work as content.

19. YouTube Video Search
Drive Viewership is on the Rise
Source: comScore, 2009

20. Drive Viewership

21. Understand Your Audience - Data Beats Opinion

22. Case study: More Than Just Scratching the Surface
Company Profile: Campaign Objectives: Solution:
Started in 2005, ZAGG Inc. has Like many companies with a new Use YouTube Promoted Video for
grown from a backyard and innovative product, ZAGG‟s the invisibleSHIELD product, a
workshop to a publicly-traded main objective was to raise protective film used to protect
trendsetter in developing awareness and demonstrate the gadgets from scratches.
creative solutions for people to power of their offering.
enjoy their beloved gadgets.
The company looked to drive
traffic to their commercial site and
increase sales by illustrating the
invisibleSHIELD scratch-resistant
qualities.
YouTube Video View Trends: YouTube Video View Trends:
Significant spike in views of demo video Successfully drove traffic back to
over course of YouTube Sponsored Video campaign commercial site, achieving increase in sales
“The Sponsored Videos campaign has been a great opportunity for us to rise above the thousands upon thousands of
videos that are uploaded to YouTube daily”
Cameron Gibbs
Director of Online Marketing, Zagg Inc.
Video Case Study 23

23. Drive Viewership
Scale Programs Beyond YouTube to the Best of the Web

24. Find the Talent…

25. … And Use It

26. Find the talent and use it.

27. Ideas Come From Everywhere “Crowdsource”
“Consumers creating commercials „is
part of this brave new world we live in‟.”
Lee Clow
Chairman and Chief Creative Officer, TBWA Worldwide
Source: http://www.nytimes.com/2007/10/26/business/media/26appleweb.html
http://www.beyondmadisonavenue.com/2007/10/apple-to-run-ugc-for-the-ipod-touch/

28. Ideas Come From Everywhere “Crowdsource”

29. Connect

30. Connect

31. Connect

32. Connect

33. Thank You!