Online VideoWhen Your Client Demands Viral

Chase Norlin Fred Krazeise Alphabird SmithGifford

StealMyID.com

About AlphabirdEditorialClick-To-Play distribution of editorially placed videos on premium website publishers.

SocialClick-To-Play delivery of social video campaigns across Youtube, Facebook, and other leading social platforms.

AlphaPlayerPreroll video syndication network distributed transparently across premium website publishers.

Video CPCAudience development engine that drives and optimizes audience to videos on Owned & Operated sites.

PlacevineCrowd-sourcing and delivery of video campaigns across targeted Youtube channels.

Alphabird is a vertically integrated audience development company that guarantees targeted, engaged audiences for online video.

Video engagement’s relationship to price

Source: Mediapost, Alex Rowland, CRO, Alphabird

Impressions VS Engagements

What’s an impression?• Billboard on the freeway

• Equivalent in the online world is CPM-based advertising:• Display ads, autoplay in-banner video ads, preroll ads

(interruptive, you’re waiting for your content to start)• Engagement is a by-product (e.g. CTR)

Advertisers want more bang for their buck, less wasted impressions• This means a movement towards engagement-based advertising:

• CPE / CPV – very powerful, expression of consumer intent• Advertiser only pays for authentic engagements• Youtube Sponsored Videos – 2 expressions of consumer intent• The ultimate? “Earned Media” – whereby paid activation drives

viral growth and free, authentic views are earned

Video requires extended consumer attention or engagement to effectively deliver its

message

Client NeedIdentity Guard wanted to shed new light on the problem of identity theft so that people would actually listen.

Meet StealMyID.com

1. Create microsite, “mockumentary” infomercial

2. Drive traffic, and LOTS OF IT

In Flight

345,000 views145K ORGANIC views

#1 most

viewed video*

#35 video across YouTube

*Science &technology category

Likes/Dislikes:

516/43

263 comments

Traffic isn’t just quantityIt’s quality

Mobile ResultsMobile device viralness: driven by chart placement and search.

No link referrer:

“We have no information on the origin of these views. This happens when videos are shared virally, e.g., someone clicking on a link to the video from an email/IM application, or when the video‘s URL is copied into a browser’s address bar.”

-YouTube

TOTAL ORGANIC VIEWS:

11,497

Penetrating Search

Content: great creative = social engagement

Timing: allowed for maximum chart placement

Continued investment: while content was peaking organically, we were able to maximize exposure with an additional buy