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Online Video Strategy: Paid vs. Owned
Kevin “Nalts” NaltyYouTube Personality, Author of “Beyond Viral”
Marketing Director, Johnson & Johnson
3 Types of Online-Video Marketing
PAID PLACED EARNED
1. Paidexample • Preroll
• Paid placementpros • Control of content
• Guaranteed viewscons • Eyeballs aren’t free
• Adimmunity
Online video ad spending grew 52%
in 2011 and is projected to grow
40% in 2012.
2. Placedexample • Sponsored
• Product placementpros • Happy asses in seats
• Implied endorsementcons • Less control
An impression isn’t an impression
unless it makes one.
Example of Sponsored Videos
3. Earnedexample • 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