New technology and improved processes have brought the cost and complexity of video marketing so it is now accessible to organizations of all sizes. This presentation is packed with helpful tips, examples, and statistics that show how video marketing can help improve all your marketing efforts: SEO, email, and social media.

1. How to Create Affordable Videos
and Drive Revenue
Sponsored by:
© Tubifi 2012

2. Ian Brower
• Chief Creative Officer and Co-Founder of
Tubifi
• Former Executive Creative Director of
Ogilvy and Mather
• He has over 30 years of experience in
advertising
• He has worked on many global accounts including:
– BMW, Kraft International, Swatch, Barclays Bank, Perrier, Vodafone,
Cadbury, Ford
• His work has been celebrated with awards including:
– Clios, Sharks, Loeries, recognition at the New York and Cannes
festivals
© Tubifi 2012

3. Micha Barnum
• VP of Sales & Business Development at Tubifi
• Micha‟s focus has been on innovative solutions
in the digital media space
• He has over 15 years experience in the media,
technology, and finance industries
• At Avid he initiated the first ever integration between a video
editing toolset and leading stock footage providers to drive down
costs and unleash creative possibility
• He has led various innovative solutions for the media creation
space in collaboration with leading industry technology partners
and the MIT Media Lab
• Micha holds an MBA from MIT Sloan School of Management and
a B.S. in Finance
© Tubifi 2012

4. Outline of Webinar
• Do you really need video?
• How to make video affordable
• How to make high impact video
• How best to use your video and how to
measure its impact
© Tubifi 2012

5. Video Example
• Please click the link to watch this video (will open in a new
window/tab)
http://blog.tubifi.com/tubifi/babson-college-2/
5 © Tubifi 2012

6. Do You Need Video?
6 © Tubifi 2011

7. The Video “Perfect Storm”
Rapid growth of mobile devices, smartphones, and tablets
+ Broadband, 3G networks - streaming content
+ Social networks
= Pervasive use of video, power of viral video sharing
Old Media New Media
TV stations
Magazines
Attention
Shift
Newspapers
Radio
“Video is voice” to reach internet and mobile audiences
7 © Tubifi 2012

8. Video - The New Ticket to Play
Video increases engagement across
key internet marketing channels
8 © Tubifi 2012

9. Search Engine Optimization (SEO)
• „Video increases the chance of a front-page Google
result by 53x‟
Nate Elliott, VP and Principal Analyst, Forrester Research
• “Video results appear in about 70% of the top 100
listings”
Marketingweek, 2011
• “If your competition has a video and you don‟t, the
competition wins. So I think we‟re going to see video
on almost every site that at least wants to rank.”
Bruce Clay, SEO guru/consultant, CEO, Bruce Clay, Inc.
Video is an essential part of any
SEO Strategy
9 © Tubifi 2012

10. Website
• “Retail site visitors who view video stay two
minutes longer on average and are 64% more
likely to purchase than other site visitors.”
Comscore
• “59% of senior executives prefer to watch
video instead of reading text, if both are
available on the same page.
• 80% of executives are watching more online
video today than they were a year ago.”
Forbes Insight
Video improves website engagement
10 © Tubifi 2012

11. Email Marketing
200-300%
• “Video increased email click-through
increase in
rates 200-300%.“ click-throughs
Forrester Research
• “Video in an introductory email
campaign led to a 75% reduction in
subscriber opt-outs.”
Eloqua
• "The number of marketers planning
to use video in email campaigns has
increased 5x [in the past year].“ 75% decrease
Implix 2010 Email Marketing Trends in opt-outs
Survey
Video improves email marketing
effectiveness
11 © Tubifi 2012

12. Social Marketing
• “Viral Marketing”
coined by Professor
Jeffrey F. Rayport at
Harvard Business
School
• “Marketing campaigns that
use existing social networks
to create brand awareness”
– 400 tweets/minute with YouTube links
– 200B videos viewed online per month
– “Charlie Bit My Finger” 282 million views
“Video is easily shareable, a critical
element in viral marketing”
12 © Tubifi 2012

13. How Does Video Impact your Funnel?
Marketing Campaigns
Gets attention, SEO
Awareness
Engaging, generates interest
Interest
Easy to learn product benefits
Evaluation
Increases likelihood to try Commitment
Easier to recommend, Facebook Referral
Builds your brand Repeat
Video aids each step in the conversion from
13
prospect to customer © Tubifi 2012

14. How “Good” Should Your Video Be?
• How valuable is your brand?
– We are all “video experts” Anyone flipping through the channels can instantly
detect poor quality video
– „Customers viewing high quality video perceive companies and products as
more credible, trustworthy, and enduring‟ (various studies)
• How important is ROI to you?
– High quality video reduces bounces and
turns clicks into conversions
– “If your advertising goes unnoticed,
everything else is academic.” Bill Bernbach,
Co-founder, Doyle, Dane, Bernbach
• What is “good” ?
– Elevates brand
– Resonates with target market
– Effective, has impact
Good video gets great results
14 © Tubifi 2012

15. What to Avoid!
• “Cheesy Video Awards”
– Engage, don‟t enrage! “Clipart” video
– Glorified Powerpoint
Animated photo montages
• Low quality video
Shaky, grainy, bad lighting,
bad acting
Dry videographer
segments
Long videos
– (aim for :30 to 1:00)
2:07!
Elevate your brand, high-impact video is
now affordable!
15 © Tubifi 2012

16. How to Create High Impact,
Affordable Video
16 © Tubifi 2011

17. Video Example
• Please click the link to watch this video (will open in a new
window/tab)
http://blog.tubifi.com/tubifi/eme-international/
17 © Tubifi 2012

18. Produce Affordable Video
• It all starts with lowering your investment in production
• People no longer watch the same things at the same time
• Per second, advertising is more expensive that any major
movie
• Online media costs are way lower than broadcast
• By 2012 online video will be a $40 Billion market
© Tubifi 2012
+1 (888) 988 – 2434

19. Produce Affordable Video
Production costs Quality has to
have to come stay up
down
© Tubifi 2012

20. Stock Footage
• Examples of leading content vendors that we partner with
– Access to millions of clips unleashes creativity at low cost
– HD quality footage at 90-95% lower cost
© Tubifi 2012

21. Video Creation Process
• Quality video production is complex and expensive
– 2 to 6 months to create
– Can easily cost $100,000 and up
• Innovative process using existing content
– Professional quality in as fast as 1 week and a fraction of the cost!
– Collaborative concept development – see the video as its created!
Low
cost, Fast
time-to-
market
High impact video marketing is now accessible to
companies of all sizes
21 © Tubifi 2012

22. Video Production
© Tubifi 2012

23. “Stock Footage” Replaces Production
• “Almost everything worth shooting has already been shot.”
Extensive libraries, millions of clips – ready to use
for creative, compelling video advertising
23 © Tubifi 2012

24. Video Starts with a Great Idea
• The „story‟
– A creative concept
– Script that tells a „story‟ based on the concept
24 © Tubifi 2012

25. How to Distribute Your Video
and Measure its Impact
25 © Tubifi 2011

26. How do People See Your Ad?
• Website :
– Embed „video player‟ on website
– Online video platform (OVP) optimizes video stream
• Youtube, Metacafe, or Vimeo
– Enable search for keywords that lead to your video
– Free, but they have other companies‟ ads
• Email campaigns
– Add video link or video player to emails
• Social Networks – Facebook, Twitter
– Video can be shared, and possibly “go viral”!
• Ad server technology
– “pre-roll” for other video content (eg Hulu, YouTube)
Video enables all of these distribution options
26 © Tubifi 2012

27. Measuring Success
• Performance metrics are essential to learning from experience and
improving results
• Internet video provides unprecedented analytics
• Key metrics
– Entry: How many people exposed to the video watch it?
– Engagement : How much of the video do they watch?
– Impact: How many respond to a “call to action”? What is the impact
on sales, registrations, requests for more info, etc.
• Viewer data
– Device type, geo, browser,
bandwidth, referrer, ISP, platform,
screen resolution
27 © Tubifi 2012

28. Video Example
• Please click the link to watch this video (will open in a new
window/tab)
http://blog.tubifi.com/tubifi/the-wow-initiative-for-
stem/
28 © Tubifi 2012

29. Thank You
• We would like to open the floor for questions. Please type in
your questions to the chat window on your Go To Webinar
• Please feel encouraged to connect with us and let us know if
you have additional questions about your next step in
creating high-impact video
Ian Brower Tubifi
– Linkedin: Ian Brower – Website: www.Tubifi.com
– Email: Ian@Tubifi.com – Email: info@tubifi.com
– Twitter: @IanBrower
– Facebook:
Facebook.com/Tubifi
Micha Barnum
– Linkedin: Micha Barnum – Twitter: @tubifi
– Email: Micha@Tubifi.com – Phone: (888) 988-2434
– Twitter: @MichaBarnum (888) 9Tubifi
© Tubifi 2012

30. Tubifi Inc.
(888) 9Tubifi
(888) 988 – 2434
www.tubifi.com
Tubifi Creates, Publishes and Measures video in an agile,
collaborative, stress-free way.
Our reason for being is to level the playing field and enable
companies of all sizes, not just those with deep pockets, to
capitalize on the power of video, to get real value and quality,
and drive revenue.
© Tubifi 2012