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Why Video is the Wild West

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& the
Wild West



@JakeLarsen7

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Who Am I?
•  Writer
•  Designer
•  Director
•  Producer
•  Editor
•  Marketer

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Who Am I? What I’ve Done

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Why Video is the Wild West

  1. 1. & the Wild West @JakeLarsen7
  2. 2. Who Am I? •  Writer •  Designer •  Director •  Producer •  Editor •  Marketer
  3. 3. Who Am I? What I’ve Done
  4. 4. tv: Spikes iPhone 5 Unboxing Video Launched HzO Video (Waterblocking) InvisibleSHIELD EXTREME iPhone 4S Launched with iPhone 5 Released iPad 3 Released Popular Keyword Trends.
  5. 5. ZAGGtv YouTube Channel Lifetime Stats Product Page EXTREME Campaign July 2009 - Nov 2012 Ave.Value Conv. Rate First 30 Days: 30 Days: $100 4% AD COST: $170,000 Views: 25,571,944 IMPRESSIONS: 47.8 MILLION Minutes: 13,211,626 $75 3% CLICKS: 389,000 Subscriptions: 7,091 $50 2% COST / VISIT: $0.24 (Avg: $2) Conversions: 10,751 UNITS SOLD: 346,148 No Video No Video REVENUE: $3.2 MILLION Value: $1,452,424.57 Video Video $25 1% ROI: +1,797% ZAGGtv Time Line iPhone 4S Scratch Test 200,000 VIEWS iPhone 4 iPad 2 Fake iPhone 5 iPhone 5 Scratch Test Destroyed Unboxing EXTREME iPad 3 Scratch Test 100,000 2009 Created ZAGGtv 2010 2011 2011 2012 2012 JULY YouTube Channel OCTOBER MARCH SEPTEMBER MARCH SEPTEMBER
  6. 6. YouTube Marketing AmBADASSador
  7. 7. & the Wild West
  8. 8. Why?
  9. 9. New Land
  10. 10. What Made the West Wild? Freedom
  11. 11. Gold
  12. 12. What Makes Wild? •  High Demand •  Low Supply •  New Land •  Freedom •  New Opportunity
  13. 13. What Makes Wild?
  14. 14. What Makes Wild? 108,000,000 People in the USA will Watch 1,308,000,000 Videos Today
  15. 15. What Makes Wild? 13,000,000 Customers Click Ads Every Day
  16. 16. What Makes Wild? 53x Video likely to appear on first page of Google.
  17. 17. What Makes Wild? 43x Higher CTR than Text
  18. 18. What Does It Mean?
  19. 19. Then
  20. 20. Now
  21. 21. Then
  22. 22. Now
  23. 23. Future of Advertising
  24. 24. FOX on YouTube
  25. 25. + Driving Sales with TrueView @JakeLarsen7
  26. 26. TrueView Layouts
  27. 27. In-Slate
  28. 28. In-Search
  29. 29. In-Display
  30. 30. In-Stream
  31. 31. Targeted Audience
  32. 32. Demographics Age & Gender
  33. 33. Interest Topics Interests of Person Content of Page
  34. 34. Keywords Search & Content of Page
  35. 35. ReMarketing Channel or Site
  36. 36. Placements Channel, Video or Sites
  37. 37. Target Predictions
  38. 38. Analytics •  Impressions •  Views •  Clicks •  Video Play Through •  Cost Per Click •  Cost Per View •  CTR •  Conversions •  Cost Per Conversion
  39. 39. EXTREME Case Study } Cost: $52,165 Sales: $4,326 ROI: - 47,865% Cost / Conv: $606
  40. 40. Adwords for Video Doesn’t Work...
  41. 41. …Or does it?
  42. 42. EXTREME Case Study Targets Cost Per Conversion: $27.84
  43. 43. EXTREME Case Study Filter Targets
  44. 44. EXTREME Case Study } Cost: $8,628 Sales: $31,268 ROI: + 300% Cost / Conv: $15
  45. 45. 7 TrueView Tips Videos that Convert
  46. 46. 1 Build Video Around Click
  47. 47. How Much? CPC CPV .03₵ - 0.17₵
  48. 48. What’s a View? Half the Ad or < 30 Seconds
  49. 49. Build Video Around the Click
  50. 50. Video A CTR: 0.24% View Rate: 1.6 Video B CTR: 2% View Rate: 15.2 Increase: + 733%
  51. 51. ? Avg: $1.25
  52. 52. Poor Landing Page
  53. 53. Good Landing Page 2
  54. 54. Be Interesting 3
  55. 55. 4 Experiment “ There’re no expert marketers, only experienced marketers and expert testers.”
  56. 56. ReTargeting 5
  57. 57. EXTREME Case Study
  58. 58. Be Clear Good Design Eliminates Confusion 6
  59. 59. This is who I am. This is what I Do. This is what You Need to Do.
  60. 60. Measure Everything 7
  61. 61. Increase Sales * Product Pages with Video Get 3X more Sales
  62. 62. Site Analytics
  63. 63. What TrueView Is •  Engagement •  Track Data (Analytics) •  Targeted Audience •  Affordable •  Open To Anyone
  64. 64. What TV is NOT •  Engagement •  Track Data (Analytics) •  Targeted Audience •  Affordable •  Open To Anyone
  65. 65. Velcro Theory
  66. 66. Videos Potential Customers
  67. 67. Grow a Pear
  68. 68. & the Wild West Blog: JakeLarsen.me Twitter: @JakeLarsen7 Email: JakeLarsen7@gmail.com

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