Video Marketing

VIDEO
MARKETING
© Copyright | www.mindcypress.com 1
VIDEO MARKETING
Advertisers Moving Ad Dollars form TV to Online Video Options

The shift to online spend from traditional media (in this case TV) has been
steady across the board as advertisers are starting to more fully understand
the value of being in both places vs. taking a “one or the other” approach.
It only makes sense.
The Interactive Advertising Bureau (IAB) has take a keen interest in this shift
and has provided some “evidence” as reported by eMarketer.
It’s not like the TV advertising industry is going to dry up

and go away. It is however, going to be less powerful as
the years go by. Marketers / advertisers will be forced to
cover both mediums will in order to be reaching their
target markets effectively. It’s inevitable.
Module Objectives
 Video Advertising  Guidelines for Promoting Your Video

 Types of Video Ads  YouTube Analytics
 Steps for Creating Video Ad Campaign  Online Video Analytics tools
 How to Upload Video to YouTube?  Common Metrics used in online video
 List of Video Advertising Networks advertising
 Best Practices for Uploading Video  Tracking Ads
 Promoting Video Using Facebook  Bringing Visitors form YouTube Videos to
your Websites
Video Marketing
 Introduction to Video Advertising
 Step in a Video Ad Campaign
 Upload Video to YouTube
 Promoting Videos
 Sharing Videos
 Posting Ads on YouTube
 YouTube Analytics
 Tracking Ads
Percentage of Internet Users Watching Product Video in Social Networks
FREQUENCY WITH WHICH US INTERNET USERS WATCH PRODUCT

VIDEO ON SOCIAL NETWORKS
All of time/Often/Sometimes Once in While Never
OTHER 26% 12% 62%
TWITTER 17% 7% 76%
FACEBOOK 39% 18% 43%
YOUTUBE 47% 19% 34%
Source: www.emarketer.com
Video Advertising
Google Sites, Driven primarily by video viewing at Youtube.com, ranked as the

 Promoting your product and top online video content property in April with 154.6 million unique viewers
services through videos Total Unique Minutes per
Property Videos (000)*
Viewers (000) Viewer
Total Internet:
181,934 38,751,621 1,201.9
 Online video advertising can be Total Audience
defined as the advertising Google Sites 154,553 13,002,807 401.0
through the transmission of live
Facebook 62,730 740,844 25.2
or pre-recorded video over the
Internet VEVO 52,906 613,278 39.2
NDN 45,294 494,673 81.0
Yahoo! Site 45,111 368,957 72.0

 Google Sites, drive primarily by
video viewing at Youtube.com, Viacom Digital 43,661 436,319 46.4
ranked as the top online video Microsoft Sites 42,219 538,009 43.1
content property in April with
Amazon Sites 36,900 142,413 19.1
154.6 million unique viewers
AOL, Inc. 36,115 625,801 60.3
Turner Digital 34,914 307,316 48.5
Type of Video Ads
Pre-roll video Advertising Mid-roll

Ads are shown prior to the main video Ads are displayed in the middle of the
content video content
Post-roll
Ads are shown at the end of the video content
Type of Video Ads (Con’t)
Companion Online Video Marketing In-Banner Video Ads

A banner appears alongside the video as it Plays video in the standard banner
plays size
Interactive online video advertising In-page video Ads

Engage the visitor by asking them to click for
Video Player is embedded in ads in
more information or sign up for newsletters,
etc. while watching a video like in-banner ads
Invitation online video ads In-text video ads

A brief message appears alongside of the A video ad pops up when cursor is
video rolled over a text link
Overlay online Video Ads

A message overlays the video while it plays
Step for Creating a Video Ad Campaign
Upload Video
Set Goals Create Video on Video
Sharing Site
Refine and Track Your

Promote
Repeat Online Video
Set Goals
 Your goal should be specific, measurable, attainable, realistic, and time bound
 Ask yourself the following question before setting up your goals
 What is the main intention for choosing video marketing?(whether you want to increase
visitors to your site, or do you want to convert visitors to leads, or do you want to convert
leads to customers)
 Do you really require video marketing?
 What's is the specific numerical goal that you want to achieve? (average number of visitor
or leads or customers per month)
 What is the deadline to achieve your goals?
 How much time do you have to spend to achieve your goals?
 What are the challenges which could be obstacles in reaching your goal?
Create Video
Understand your Needs Target Audience
Why do you want to create a What type of audience do you want

video?(Whether to promote your to target with your video?(Whether
product or increase traffic to your they are teenagers, middle aged,
site, or link building) students, or professionals)
Video Concept Recourses Required
What type of video you want to What are the equipment and tools
create? (Whether the video would be required for creating video?(Video
promotional, video testimonial or recorder, audio recorder, editing
commercial) software, hire a skilled professional)
Online Video SEO
 Video SEO is an effective way of getting your video position higher in search result
when a visitor searches for a content in search engines such as Google, Yahoo!,
Bing etc.
First page Google

Result 1st Position
Optimize Your video for SEO
 Use keyword-optimized video titles, description, and tags for your videos
 Dedicate a complete page on your website for video
 Transcribe your videos and put the content below the video
 Create site maps to find your videos easily in search engines
 Post video on various video sharing sites, website, blogs
Optimize Your video for SEO (Cont'd)
 Please rate this video  Follow me on Twitter
 Find me on Facebook  Subscribe to my video or channel
 Visit my blog for more videos  Embed this on your site
 Please post your comments  Send this video to your friends
Upload Video on Video Sharing Site
 You can upload your promotional, entertaining, commercial videos and video ads
on various sites
How you upload Videos on YouTube
Go to: www.youtube.com
How you upload Videos on YouTube (Cont’d)
If you do not have

Gmail account then
fill in the sign up
details here for you
and create a new
account for your
website
 You will receive an email form YouTube advising you to confirm your email address
 Once you have the login Details, Login to your new YouTube account
 Once you are logged in, click the Upload

link at the top of the page
 Click the Select file to upload link and select the website commercial you have
already created
 The upload process for your video now  Now select the appropriate
begin, and you will see a new screen category for your website. Avoid
that has some options selecting "Entertainment"
 Fill in all the fields such as Tittle,  Now Click Save Changes
Description, and tags
 Once uploading is done successfully, a link appears. Click on the link to view your
uploaded video
 You can share this video in the social media (Facebook or Twitter)
How to Add a YouTube Video in your Website or Blog
 Go to Your Video's Page on YouTube

 Click Share
 Click Embed
 Copy the code
 Paste the code into your website code
Best Practices for Uploading Videos
 Write detailed and comprehensive metadata  Add the fresh content to a relevant playlist
following keyword strategies and formatting on your channel
 Create and upload an eye-catching thumbnail  Use Analytics to better understand your
that is high-resolution audience, improve your content, and help
you develop effective optimization strategies
 Your video thumbnail and title is the first
 Spot-check he live video and published
thing a viewer will see when your video is
metadata
suggested to them
 Create descriptive and poignant thumbnails
 Annotate the video with community CTAs,
as well as compelling titles for your videos
subscribe button, and links to related content
that accurately represent the content
 Set your new video as a video response to a
 Do not use misleading thumbnails and / or
popular and relevant video form your
titles
channel
Promote
You can promote your videos through Emails, search engines and
various social networking sites (like Facebook, Twitter, LinkedIn,
etc.)
Steps to Promote your YouTube video with Google AdWords
Step 1: Sign in to your AdWords account at www.google.com/adwords

Step 2: In the Campaigns tab, click + Campaign
Step 3: Choose online video form drop down menu
Step 4: Give Campaign name for your campaign

Step 5: Set budget per day
Step 6: Choose location and language preference
based on your target audience
Step 7: Click Select a video

Step 8: You can search for the video by entering Channel name or you can enter the URL of
YouTube video in Video URL tab
Step 9: Click on video to select the video
Step 10: In Ad formats & network section, you can choose Automatic or Let me choose options
depending on your requirement.
Step 11: Fill the details under Ad attributes section
Step 12: Click Save and Continue
Step 13: In select bidding and audience section enter

Name and Max Cost Per view
Step 14: Change the remaining settings based on
your preferences
Step 15: Click Save targeting group
Step 16: Monitor the campaign performance from the AdWords dashboard
Promoting video using Facebook
 Post your YouTube link on your wall

 Click on Boost Post
Promoting video using Facebook
 Click on Post Button

 Select Audience
 Select Budget and duration
 Payment
Promoting video using Email
 Promotional Email is sent with an

embedded video
Promoting video using Blog
 You can use top rated blogs to post your video
Sharing Video Using Facebook
 Click share after posting the video
Share Video using YouTube
 Click on Share below the YouTube Video

 You can share on various social networking sites
How do you post Ads on YouTube?
Go to: www.youtube.com/yt/advertise/
Click on Start Now
Click My AdWords Account. It redirects you to the All Video Campaigns dashboard in your
Google AdWords account
Repeat Slides 26-33
Guidelines for promoting Your Video
 Use video descriptions and banners to encourage users to Rate, Subscribe and post Video
Responses
 Enable comment on video Pages
 Use playlists to group your content by theme - this makes it easier for users to find videos on
your channel
 Engage your audience through shootouts, comments, subscriptions, and by asking questions or
soliciting ideas
 Encourage contests
 Use eye-catching titles
 Publicize your video and your channel on the radio, TV, websites, forums, newsletters, other
social networking platforms.
 Link your YouTube channel in as many places as you can: websites, blogs, magazines.
 Use our YouTube APIs to create YouTube badges for your website that display your YouTube
presence and link to your YouTube channel
 If your videos are product review, include as much of the following information as possible as
video tags: UPC, EAN, ISBN, MPN, Model Number, and Brand.
Track Your Online Video
Various tools such as YouTube analytics, Google analytics, etc. are used to track and
measure the performance of your online videos.
These tools allow you to identify from which sites the viewers are redirected to your site
to watch the video, the most popular moments in your video, and the country in which
the video is most watched
YouTube Analytics
 You can monitor the performance of your channel and videos using YouTube Analytics
Reports in YouTube Analytics:

 Earnings reports
 Views Reports
 Engagement Reports
YouTube Analytics Reports: Demographics Report
 The demographics report help you understand the age range and gender distribution of your
audience
YouTube Analytics Reports: View Report
 The views report contains data about views and estimated minutes watched for the content,
geography and date range specified in the data filter.
YouTube Analytics Reports: Playback Location Report
 The Playback location report shows the page, site, or device that the video was viewed on
YouTube Analytics Reports: Traffic Sources Report
 The traffic sources report shows the various sites and YouTube features through which a
viewer found your content
YouTube Analytics Reports: Audience Retention Report
 The Audience retention report is an overall measure of your video's ability to retain its
audience
YouTube Analytics Reports: Device Report
 The devices report gives you information on the different devices and operating systems
that people use to watch your videos
YouTube Analytics Reports
Estimated Earing Report: The estimated earnings report provides earnings-related details of the
four partner content types (All clamed content, Claimed partner and premium user uploaded,
Chaimed standard user uploaded, All partner uploaded) as well as the channel and video levels
Ad Performance Report: The Ad Performance report provides data on CPMs, gross revenue,
impressions, and playbacks for each available ad format that runs on your content
Subscribers Report: The subscribers report shows how you've gained and lost subscribers across
different content, location and dates
Like and Dislikes Report: The Like and Dislikes report summarizes hoe many people liked and
disliked your videos
Favorites Reports: The favorites report shows how many people marked your content as a favorite
and how many removed it form their favorites
YouTube Analytics Reports
Comment Report: The comment report summarizes how many people are commenting on your
video
Sharing Report: The sharing report shows how many times your content has been shared
through the share button on YouTube, and what sites viewers are using to share your video (e.g.
Facebook, Tumblr and Blogger)
Annotation Report: The annotations report provides information on the performance of video
annotations and gives engagement information such as click-through rate and close rate for
annotations on video
Call to Action Report: The Call-to-Action report helps you understand the performance of Call-
to-Action overlays for particular videos
Refine and Repeat
Analyze the video campaign

results and find faults
Take expertise's help if

needed to overcome the
issues
Repeat the video process

and learn form mistake
Common Metrics Used in Online Video Advertising
Play rate
Percentage of viewers who have actually played your video
Average engagement
Percentage of each video that is actually watched by the viewers
Play through rate
Percentage of time spent by the viewers on watching the video
Abandonment
Viewers dropping off from the middle of the video
Stream quality
It gives you re-buffer per view; the total lost or frustrated viewers who had dropped out in the
middle of the video or during the start delay of the video
Video Click-Through
Viewers watching the video who clicks on the link the video suggests, such as visiting a website for
more information, filling out a form, etc.
SEO
Keywords that are helpful to find your videos on the Internet . The video itself does not include
any keywords. Choose keywords for your tags and titles to draw more traffic to your video
Social reach
Tracks and evaluates the sharing and social buzz of your videos in social networking sites
Tracking Ads
 Track your video performance with AdWords

 Conversation tracking, a tool available within AdWords account:
 Determines the return on your campaigns

 Shows effectiveness of each ad group
 Helps to spend your budget on the area where you get more returns
 Conversion optimizer, another tool in AdWords helps to use the valuable information
acquired from conversion tracking to generate more leads and sales at low cost
 Conversion tracking gives the total clicks on the ads, the number of people who watched
the ad, conversion generated etc.
 Every business sets objectives to measure metric
 You can observe the number of page views, cost, CPV, view rate, conversion in Google
Adword
Module Summary
 Online video advertising can be defined as the advertising through the transmission of live or
pre-recorded videos over the Internet
 Video SE0 is an effective way of getting your video higher in search engine results on Google,
Yahoo, Bing, etc.
 Use keyword-optimized video titles, descriptions, and tags for your videos
 Create descriptive and poignant thumbnails as well as compelling titles for your videos that
accurately represent the content
 Use Video Descriptions and Banners to encourage users to Rate, Subscribe and post Video
Responses
 Various tools such as YouTube analytics, Google analytics etc. are used to track and measure
the performance of your online videos
 Conversion tracking gives the total clicks on the ads, number of audiences who watched the
ad, conversion generated etc.
Thank You
MindCypress Team
support@mindcypress.com
+1-443-839-0850
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VIDEO

Advertisers Moving Ad Dollars form TV to Online Video Options

It’s not like the TV advertising industry is going to dry up

 Video Advertising  Guidelines for Promoting Your Video

 Introduction to Video Advertising

 Step in a Video Ad Campaign

 Upload Video to YouTube

 Posting Ads on YouTube

FREQUENCY WITH WHICH US INTERNET USERS WATCH PRODUCT

OTHER 26% 12% 62%

TWITTER 17% 7% 76%

FACEBOOK 39% 18% 43%

YOUTUBE 47% 19% 34%

Google Sites, Driven primarily by video viewing at Youtube.com, ranked as the

NDN 45,294 494,673 81.0

Yahoo! Site 45,111 368,957 72.0

Turner Digital 34,914 307,316 48.5

Pre-roll video Advertising Mid-roll

Companion Online Video Marketing In-Banner Video Ads

Interactive online video advertising In-page video Ads

Invitation online video ads In-text video ads

Overlay online Video Ads

Refine and Track Your

Understand your Needs Target Audience

Why do you want to create a What type of audience do you want

Video Concept Recourses Required

First page Google

 Dedicate a complete page on your website for video

 Create site maps to find your videos easily in search engines

 Post video on various video sharing sites, website, blogs

 Please rate this video  Follow me on Twitter

 Find me on Facebook  Subscribe to my video or channel

 Visit my blog for more videos  Embed this on your site

 Please post your comments  Send this video to your friends

If you do not have

 Once you are logged in, click the Upload

 Go to Your Video's Page on YouTube

Step 1: Sign in to your AdWords account at www.google.com/adwords

Step 4: Give Campaign name for your campaign

Step 7: Click Select a video

Step 9: Click on video to select the video

Step 12: Click Save and Continue

Step 13: In select bidding and audience section enter

 Post your YouTube link on your wall

 Click on Post Button

 Promotional Email is sent with an

 You can use top rated blogs to post your video

 Click share after posting the video

 Click on Share below the YouTube Video

Repeat Slides 26-33

Reports in YouTube Analytics:

Analyze the video campaign

Take expertise's help if

Repeat the video process

 Track your video performance with AdWords

 Determines the return on your campaigns

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