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