Samantha Dooley

Digital Video and

YouTube

Video Marketing

In 2017 video accounted for 69% of all consumer internet

traffic, according to Cisco and Video-on-demand traffic alone

will have almost trebled.

In 2015 Nielsen claims 64% of marketers expect video to

dominate their strategies in the near future. It's not difficult to

see why.

On average, close to 80% of us will click on an embedded video

on a website (although retention rates vary)

Is Video Marketing just for big businesses?

No – production costs and animation tools have made it easier than

ever to add video content to your website.

YouTube Statistics

More than 1 billion unique users visit YouTube each month

Over 6 billion hours of video are watched each month on

YouTube—that's almost an hour for every person on Earth, and

50% more than last year

100 hours of video are uploaded to YouTube every minute

YouTube is also classified as a search engine- making it the second

biggest search engine in the world

Before we examine YouTube more closely, we will firstly look at

digital video

https://www.thinkwithgoogle.com/advertising-channels/video/video-purchase-funnel/?utm_source=promotion&utm_medium=email&utm_campaign=2019-02-

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Google Video stats

Digital Video has revolutionised film making at industry and amateur levels

It has had a massive impact on society, becoming part of every day life with YouTube, Twitter and Mobile Phone cameras allowing users to capture and share moments with the rest of the world.

Understanding Digital Video and developing film-making and editing skills can be useful for Creating training videos

Recording Presentations

Adding video content to your business website

Creating your own advertisements

Having fun!

Why Digital Video?

Why Digital Video?

Analogue Video

There are two types of video format- Analogue and Digital

Analogue video such as a VHS tape or non-digital television is delivered by a constant stream of video that could be represented by a series of waves that are always changing to give a different picture or sound.

Illustration 1 - Analogue wave form

Digital Video

Digital video works in a different way in that the

image and audio are delivered by the use of binary

code which essentially a series of 1s and 0s.

A bit can have 2 states= 1 or 0

A byte, is made up of 8 bits and each bit can either be 1 or

0

E.g. The byte-1100001 represents the character ‘a’

Data including the alphabet, numbers, colours and other

info can be assigned a value in the binary system

Ref: http://calc.50x.eu/

Digital Video -Data

Combinations of 1s and 0s represent

characters, colours, pixels and other

information which can be transmitted via USB,

Bluetooth, Wireless, Fixed Line, Satellite etc.

Computers can understand this code and then

software can be used to manipulate the data.

A kilobyte (kb) represents 1,024 bytes

A megabyte (mb) represents 1,024 kilobytes

A gigabyte (gb) represents 1,024 megabytes

A terabyte (tb) represents 1,024 gigabytes

Analogue v Digital

Digital Video allows for greater numbers of pixels

to be transmitted, therefore is higher quality and

more defined

The quality of Digital Video is unaffected by the

number of times it is played, whereas Analogue

video deteriorates with time and repeated plays.

E.g. Old VHS tapes wear every time they are

used

Digital Video also has the advantage in that it can

be transferred and edited more easily than Film

cameras.

Frame Rates

You may have noticed when you view different digital video that some of the files seem to flicker or jump.

A frame is essentially a photograph and video is effectively a series of photographs or frames that are shown to you in quick succession.

The difference in quality is because the number of frames you see per second (frames per second - fps)

Frame Rates

Normally anywhere between 24 fps and 30 fps will capture a

scene without any flickers or slow motion.

Sports Events or Action Films where there is a lot of

movement require the cameras to capture more frames per

second to improve the quality. Usually 60 fps

When preparing video for the Internet, sometimes editors

deliberately remove frames to reduce the file size and

therefore make it both faster to upload and watch.

Frame Size and Aspect Ratio

Standard frame sizes can range from High Definition: 1920 x 1080

Full Quality: 720 x 576

CD Rom Quality: 340 x 240

Phone Quality: 176 x 132

Each of these types is proportionate at a ratio for every 4 pixels in width, there will be 3 pixels of height. Hence this format is known as 4:3

Another format is 16:9, which is for every 16 pixels in width, there will be 9 pixels of height.

This produces a letterbox type display or widescreen which gives more panoramic views of the action

Progressive v Interlaced

As you can imagine, digital video uses up a lot of data and file sizes therefore tend to be big

One method of reducing the file size of content is to interlace the video – in other words only show half the lines of a frame at any one time as the human eye won’t notice the difference

Create a Youtube account

On PC

Go to youtube.com.

In the top right, click Sign in.

Click More options > Create Account.

On Android or I phone go to link below to learn how to set up

account.

https://support.google.com/youtube/answer/161805?co=G

ENIE.Platform%3DAndroid&hl=en&oco=1

What you can do with Youtube a/c Like videos

Save Favorites

Subscribe to channels

Watch Later

Watch History

Flag videos

YouTube will also be able to personalize video recommendations based on the videos you’ve liked and watched and your subscriptions.

Create a business channel Follow these instructions to create a channel that can have multiple managers or owners.

You can use a Brand Account to create a channel that has a different name but that's still managed from your Google Account. Learn more about Brand Accounts.

Sign in to YouTube on a computer or using the mobile site.

Go to your channel list.

Choose to create a new channel or use an existing Brand Account: Create a new channel by clicking Create a new channel.

Create a YouTube channel for a Brand Account that you already manage by choosing the Brand Account from the list. If this Brand Account already has a channel, you can't create a new one—you'll just be switched over to that channel if you select the Brand Account from the list.

Fill out the details to name your new channel and verify your account. Then, click Done. This creates a new Brand Account.

To add a channel manager, follow the instructions to change channel owners and managers.

Learn more about using a channel with a business or other name on YouTube.

https://www.youtube.com/watch?v=b38ef8n1p4

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Video demo

Adjusting quality on YouTube

We can change the frame size and quality by clicking on the cog in the bottom right of the screen. In the below example we can see that 720p HD is the best quality available (p stands for progressive)

YouTube Advertising

Advertising on YouTube can be achieved through two routes

Google Display Network

YouTube itself is part of the GDN and typically show text based

advertisements just underneath videos as they play

TrueView

TrueView is the larger and more effective method of advertising on

YouTube and integrates with Google AdWords.

It is essentially Google AdWords Video Campaigns and TrueView refers

to the various formats which can be utilised by the video advertiser

Watch and learn about true view ads

https://www.youtube.com/watch?v=jng2s63rEno

https://www.youtube.com/watch?v=zZ9oHvjxCL8

Fair use Video What is fair use?

Fair use is a legal doctrine that says you can reuse copyright-protected material under certain circumstances without getting permission from the copyright owner. Check out the videos below for helpful examples of fair use.

Fair use guidelines

Different countries have different rules about when it’s okay to use material without the copyright owner’s permission. For example, in the United States, works of commentary, criticism, research, teaching, or news reporting might be considered fair use. Some other countries have a similar idea called fair dealing that may work differently.

Courts analyze potential fair uses according to the facts of each specific case. You’ll probably want to get legal advice from an expert before uploading videos that contain copyright-protected material.

For more information on fair use go to: https://www.youtube.com/yt/about/copyright/fair-use/#yt-copyright-protection

https://www.youtube.com/watch?v=pwe-xW8-

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How to make €€€€ on youtube

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YouTube Analytics

Failure can help you!

How failure can help you find success with your audience

how do you build a YouTube channel that generates over 1 billion views from millions of loyal subscribers? Get comfortable with the idea of failure, advises Logan Smalley, the leader behind Ted-ED’s wildly popular educational videos. “If you don’t have any failed experiments on your YouTube channel, then you’re not

taking enough risks.” Find out how Ted-ED pulled that off and how you can apply those lessons to your own brand’s YouTube strategy.

Thank you – Questions?