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Myths of Video Marketing Cynthia Tillo | Principal Product Manager

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Cynthia Tillo Principal Product Manager, Adobe ctillo@adobe.com

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What Myths do you Believe to be True?

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Go Beyond the Hype to Bullet-proof your

Video Implementation

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Video Consumption Continues to Grow

Source: Adobe Digital Index

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Video Consumption Trends by Device

Source: Adobe Digital Index

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Email is suitable for video collaboration

Myth:

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Deflate Gate: Locker Room Surveillance Video

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Email vs. True Collaboration

9

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Use HTML5 for multi-screen coverage

Myth:

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HTML5 Video Can Reach 80% of Desktop

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HTML5 Video Requires Multiple Codecs

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HTML5 Lacks Streaming Standard

Safari 8+

Limited Safari 5+

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Universal Video Player

Adobe is the only company that addresses the entire content lifecycle:

• Make: Innovative tools and services to create compelling, rich, beautiful and useful content

• Manage: Solutions for seamless delivery and consumer access to content across media and screens

• Measure: Solutions that enable rich understanding of customer ROI across marketing channels

• Monetize: Solutions that efficiently target and deliver content to achieve business results

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Video Marketing Tips

15

• Publish video • Show URL and Embed Code • Embed video on third party website • Author video with drag & drop ease on AEM Sites webpage • Show support for responsive design • Show use of Flash on desktop for adaptive streaming, seek

towards end of very long video to show instant playback • Show on iPad using adaptive streaming • Show on iPhone using adaptive streaming

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YouTube is the Marketer’s Video Platform

Myth:

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The YouTube Phenomenon

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No SEO Credit: Drives Traffic to YouTube Not your Site

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YouTube Branded Player No Control over Ads No Control of Related Videos YouTube Branded Player

Loss of Brand Control

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Placeholder YouTube analytics is a Silo: no tie to the customer journey

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Video Marketing Tips on YouTube

21

• Setup YouTube account • Setup tags for YouTube Channel • Set default metadata values for YouTube publishing (ie

Category) • Show YouTube properties of video • Set tags for video • Publish video • Show resulting YouTube URL • Click on URL to playback video on YouTube • Unpublish video to show removal from YouTube

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Key Takeaways

Publish to your site AND YouTube.

1 Use smart player with

HTML5 AND Flash.

2 Avoid email for

video collaboration.

3

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