Case Study III:!A Marketer's Assessment of the Live YouTube 100 Channels YouTube's investment into original content has been one of the most widely talked about actions in the native digital video industry. In this session we will use OpenSlate, a new data and analytics platform for native digital video, to analyze the performance of some of the key channels and evaluate their value to marketers. Determining value will go beyond views and look at the relationship each channel has with its audience through engagement, consistency and influence.

Paul Kontonis Chief Media Evangelist, Outrigger Media Chairman, International Academy of Web Television @kontonis

•  October 2011, Google announces the creation of around 100 online video "channels" on its YouTube website that will have new original programming involving celebrities such as such as singer Madonna, rapper Jay-Z, actor Ashton Kutcher and former NBA star Shaquille O'Neal.

•  The venture, in partnership with dozens of media companies, Hollywood production companies, and online-video creators, will generate about 25 hours of new, original programming a day on YouTube. The majority of the roughly 100 channels will launch next year.

http://www.youtube.com/yt/advertise/original-channels.html

Industry Challenges

•  Advertisers have no means to understand or value the vast majority of native digital video.

•  There is massive untapped high-quality inventory of video ads and sponsorship opportunities with an expanding group of YouTube partner producers.

•  There is no standardized quality metric to complement a wide range of audience analytics.

•  Advertisers are paying top CPM for premium inventory and running out of it.

SMG’s Suzanne Claassen, who estimated that 40

percent of the Web video dollars go to sites which

generate just 7 percent of the views. “There is no

aggregate, efficient way to buy it. Virtually zero

dollars go to the torso [web originals].”

"Premium content providers are not going to deliver on the needs that we have," said Chris Allen, VP Starcom, “That bodes well for mid- and long-tail content."

The problem is there’s lots of demand for premium video advertising, but not enough premium content to meet that demand -- so ads end up on sites with low-quality, user-generated content that doesn’t reflect well on the brand. - Mediapost 4/12/12

SCORE

The SlateScoreTM offers a standard and consistent measure of the value of video content to marketers.

ORGANIZE

We offer tools to find and discover content, and organize it in ways that are useful to planning and buying media and sponsorships

ACTIVATE

Through the OpenSlate platform, producers can tell their story; advertisers can listen, learn and buy.

Analytics Solution

We track all available data and information about thousands of producers focusing on measures of quality to advertisers, like engagement, consistency and influence.

•  “The Daily Show for the YouTube generation” - Tubefilter

•  20 Minutes or Less - Everything that should and shouldn't matter to you explained and broken apart by people who vomit words.

•  Created by Phil DeFranco, in the top 1% of all YouTube producers, youtube.com/sxephil, almost 2MM subscribers

•  First Video 12/19/11

ENGAGEMENT 69

CONSISTENCY 66

INFLUENCE 62

Top Channel in Entertainment!AustinMahone 72

WhatTheBuckShow 86

ChrisArchieProds 97 Monthly Views"23,840,572

Subscribers"2,513,601

• KinCommunity, a women’s lifestyle channel featuring programming on food, fashion, parenting and personal stories

• YouTube’s first new original channel dedicated to women

• Produced by DECA, the leading women’s digital media company

• First Video 11/28/11

ENGAGEMENT 15

CONSISTENCY 32

INFLUENCE 30

Top Channel in Howto & Style!LisaNova 51

YouTube 81

xKarenina 93 Monthly Views"13,591,534

Subscribers"1,926,095

• DanceOn is the leading global video entertainment network on YouTube dedicated to dance

• DanceOn’s programming includes dance content in all its forms such as scripted series, docu-series, films, competitions, flashmobs, dance videos, music videos, tutorials and more

• Madonna is a partner

• First Video 11/11/10

ENGAGEMENT 41

CONSISTENCY 33

INFLUENCE 46

Top Channel in Shows!Machinima 84

RoosterTeeth 88

CTFxC 89 Monthly Views"54,013,814

Subscribers"1,790,545

Conclusion

• Sourcefed is the best performing of the YouTube 100 channels and has become a top channel on YouTube

• Over half of the YouTube 100 channels are performing above average amongst the top YouTube producers

• Celebrity involvement does not guarantee audience, engaging content that is consistently produced is more important

• Views only tell you how much ad inventory is available"

Thanks!!! Paul Kontonis @kontonis paul@kontonis.com