Monday, March 31, 2014

The New YouTube Creator Playbook Reveals Content Marketing Secrets


Until today, the YouTube was willing to give to content creators and brand advertisers limited advice about how to make videos worth watching and create content worth sharing.

Instead of revealing the secret formula to content marketing success, YouTubers seemed to have adopted the policy of "letting a hundred flowers bloom and a hundred schools of thought contend" in order to create "a distribution platform for original content creators and advertisers large and small."

In July 2008, the YouTube Spotlight channel uploaded an animated short by Jantze studios, "The Birds and the Biz," which claimed there was no "magic formula" or "secret potion" for content marketing success. "The truth," according to Papa Bear, was YouTubers "never really know what crazy new thing will be next."

With Susan Wojcicki now the CEO of YouTube, this policy appears to have changed.
Today, Google's managing director of brand solutions, will look at the key industry trends and tell advertisers and brand marketers what they can do (and should do!) to prepare for this next decade of rapid change in all things advertising. She will also announce The YouTube Creator Playbook for Brands.

The Brand Playbook reveals the tools and know-how developed by a generation of YouTube content creators in order to help brands as they develop content strategies that will resonate with 21st century consumers.

This newest playbook is divided into seven sections. Each section presents several optimizations or strategies for building engaged audiences on YouTube.

These best practices are explained in stages to help content creators and brand advertisers understand each point and guide them through taking action.
  1. Content Marketing as part of Your Brand Strategy recommends, "Before making videos, create a content plan to ensure that your content both meets your brand's goals and engages your intended audience. Our five guiding principles will then help you define your content marketing specifically on YouTube using simple questions. "
  2. 10 Fundamentals to Create Content People Love says, "A successful creative concept can have an enormous impact on a channel. Compelling videos can bring in new viewers, introduce them to the rest of your content, and build a loyal fanbase. While no strict rules govern content creation on YouTube, ten fundamental principles have emerged as the most important guides to a successful creative strategy."
  3. Schedule Your Content declares, "Now it's time to map out your overall channel strategy. How do you decide which video to release when? First you need to communicate what your channel stands for, and then you need to map out the different types of potential videos and the best times to release them."
  4. Optimize Your Content reveals, "Creating great content is essential to finding success on YouTube, but it's only half the battle. YouTube is a big place with lots of content for viewers to choose from. A successful optimization strategy will help you take full benefit of the platform's functionalities and avoid execution mistakes."
  5. Promote Your Content with Paid Media explains, "The key to success on YouTube is not only to produce great, relevant videos, but also to make sure your target audience sees them. In this section, we'll guide you through cost-effective strategies to help you get the most out of paid and earned video views and ensure effective promotion of your content on YouTube."
  6. Amplify Your Content with Social discloses, "Online video is an inherently social medium. People are drawn to online video and web series because they can interact with the creators in ways that they can't on television. In this section, learn how to optimize the social amplification of your content."
  7. Measurement acknowledges, "Measurement is key, both for defining success and optimizing towards it. In this section, we'll present you with tools that will help you track metrics around all of your paid, owned and earned media on YouTube. We'll also help you select KPIs that make sense for your objectives."
In addition to being more up-to-date than previous Creator Playbooks, the Brand Playbook is also more comprehensive.

Vanessa Pappas, the Global Head of Audience Development YouTube, is also expected to post an announcement on the YouTube Creator Blog and/or the Official YouTube Blog. Pappas says, "To demystify what makes these top channels tick and help you better understand how to create a successful strategy for your brand on YouTube, we developed the new YouTube Creator Playbook for Brands. Similar to the Creator Playbook, which has helped over 2 million of our creators grow their audiences, the Creator Playbook for Brands walks you through the steps to help you create, plan, and implement a YouTube content creation strategy; from tips on how to create videos to video promotion."

Pappas also does some myth busting on the five most commonly misunderstood fundamentals about creating content for YouTube:
  1. Myth #1: Virality is the only measure of YouTube success. The most successful creators release episodic series to generate high sharing and viral activity, as one video will often break out and then introduce massive audiences to the entire series.
  2. Myth #2: You can only be successful on your own. While brand advertisers should optimize their own channels for discovery, authentic collaborations with YouTube creators can be a hugely impactful way to help new viewers discover their brands.
  3. Myth #3: All videos must provide utility. Although how-to and informational videos play a key role in a content strategy, tapping into the cultural moments and memes that your audience is a part of on YouTube is an integral part of reaching new viewers.
  4. Myth #4: People will watch your video where you want them to. In reality, a significant percentage of your audience will discover your video from a social feed, search result, or a related video placement. You'll know you've done your job when every episode of your show can be fully appreciated by a first time viewer.
  5. Myth #5: To keep viewers interested, you need to constantly reinvent your videos. Most top creators agree that consistency is crucial to success on the site. Stay true to who you are and be consistent - in format (a recurring series), elements (intros and outros), and voice. This will set a clear point of view that accurately reflects your brand and keeps your fans coming back for more.
Now that YouTube has revealed the secret formula to content marketing success, content creators and brand advertisers can learn how to make videos worth watching and create content worth sharing.-SeachEngineWatch

Take your video marketing to the next level.
Call Jeff at VMakers at 888-712-8211.

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com

Sunday, March 23, 2014

Brands Spending More On Digital Video


Interactive Video Ads Get a Stamp of Approval
About a year ago the Interactive Advertising Bureau (IAB) introduced a collection of new-to-market digital video ad units that were attained through its Rising Stars program, an industry competition designed to encourage creativity in digital brand advertising. The winning units included the Filmstrip, Ad Control Bar, Time Sync, Extender, and Full Screen, all of which are interactive.

After months of testing and experimentation in the field, it was announced last month that all five units were inducted into the IAB Standard Ad Portfolio, the organization's stable of recommended formats. According to the organization, digital video ads can produce increased brand awareness of up to 50 percent and boost message association by more than 30 percent compared with non-interactive video formats. Interaction rates and completion rates are typically higher as well.

Odds are good that the units will find a home in many campaigns as the demand for online video advertising among digital media buyers continues to grow. Last week, eMarketer reported that U.S. video ad spending increased by more than 44 percent in 2013 to $4.18 billion. In 2014 it's expected to reach $5.89 billion, and that number will keep growing until, by 2018, investment in video spending could top $12 billion.

Social Site Video Ad Opportunities Expand
Publishers are upping their video offerings in an effort to attract TV budgets. Earlier this month Facebook officially launched Premium Video Ads, a long-awaited move that will afford advertisers the ability to reach Facebook audiences with 15-second videos – the same length as the videos on Facebook-owned Instagram. The program has been in beta since December, and the social network will continue to work with "a select group of advertisers" for now in order to gauge effectiveness and consumer response.

Facebook reports the ads will be sold in a similar manner to TV, using Targeted Gross Rating Points "to reach a specific audience over a short period of time." Nielsen Online Campaign Ratings (OCR) will measure ad delivery. It's been speculated that the ads will run for $1 million to $2.5 million per day.

facebook-video
On Twitter, advertisers continue to boost their TV ad spends by engaging social media users through Twitter Amplify. The program allows broadcasters to tweet video clips from their offline programming, along with highlights and real-time content. Brands can purchase pre-roll placements or video unit skins that appear within the broadcaster's video tweets, as demonstrated by FedEx's partnership with PGA Tour, and Spanish-language sports network Fox Deportes' recent partnership with Heineken.

The digital video marketplace isn't evolving to adapt to the new way consumers engage with moving pictures on small screens: it's undergoing a complete mutation that will forever change the face of media. TV, display advertising, mobile, and social will all be affected.-ClickZ

Take your video marketing to the next level.

Call Jeff at VMakers at 888-712-8211.

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com

Sunday, March 16, 2014

Google Changes TrueView Video Advertising

April 15 TrueView formats will go from three down to two:
• TrueView in-stream
• TrueView in-display

This will combine the in-search and in-display formats into one format called TrueView in-display.

In addition to simplifying campaign creation and management, this change offers the following:
  • Organizes TrueView around how a user interacts with the ad (either by viewing as a pre-roll video or clicking on a thumbnail) rather than where the ad appears.
  • Tell us where you want your ads to appear at the campaign level – YouTube videos, YouTube search and the Google Display Network – and all ads within that campaign will run on your selected networks.
  • Deliver more relevant ads on the YouTube search page. Just as you can use in-stream ads to reach different demographics or audiences, now you can tailor in-display ads running on YouTube search pages to these same parameters, in addition to keywords.
What do you need to do?
As of April 15, all new video campaigns will use new campaign settings and simplified ad formats. At the same time, you'll have access to an upgrade center where you can upgrade any or all of your existing campaigns to the new functionality. May 15, all campaigns will be automatically upgraded.

Take your video marketing to the next level.
Call Jeff at VMakers at 888-712-8211.

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com

Tuesday, March 4, 2014

Top 10 Shared Video Ads - February 2014


1. Pepsi Max & Jeff Gordon Present – 522,685 shares


2. Budweiser: Super Bowl XLVIII - Puppy Love – 479,277 shares


3. Would you give your jacket to Johannes? – 470,496 shares

4. You - a declaration of Love by Schwarzkopf – 339,538 shares


5. Three - #SingItKitty - 321,280 shares


6. Coca-Cola: Social Media Guard – 320,209 shares

7. Canadian Institute of Diversity and Inclusion: Luge – 311,481 shares


8.EDEKA: Supergeil – 310,553 shares

9. Set Yourself Free – 266,098 shares


10. Benedict Cumberbatch and the Sign of Four – 251,659 shares

Mashable Global Ads Chart Courtesy of Unruly


Take your video marketing to the next level.

Call Jeff at VMakers at 888-712-8211.

VMakers - Video made easy.
Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
info@VMakers.com