Outrigger Media Chief Media Evangelist Paul Kontonis presentation titled "A Marketer's Assessment of the Live YouTube 100 Channels." Presented at the VideoNuze 2012 Online Video Advertising Summit, June 19, 2012, NYC.

1. 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.

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

3. • 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

4. Industry Challenges
SMG s Suzanne Claassen, who estimated that 40
• Advertisers have no means to understand or percent of the Web video dollars go to sites which
generate just 7 percent of the views. There is no
value the vast majority of native digital video.
aggregate, efficient way to buy it. Virtually zero
dollars go to the torso [web originals].
• There is massive untapped high-quality
inventory of video ads and sponsorship
opportunities with an expanding group of
YouTube partner producers.
"Premium content providers are not
going to
• There is no standardized quality metric to deliver on the needs that we have,"
said Chris
complement a wide range of audience Allen, VP Starcom, That bodes
well for mid-
analytics.
and long-tail content."
• Advertisers are paying top CPM for premium
inventory and running out of it.
The problem is there s
lots of demand for prem
advertising, but not en ium video
ough premium conten
demand -- so ads end t to meet that
up on sites with low-qua
generated content that lity, user-
doesn t reflect well on
Mediapost 4/12/12
the brand. -

5. 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.
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.

6. • “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

8. ENGAGEMENT 69
AustinMahone 72
Top Channel in Entertainment!
CONSISTENCY 66
ChrisArchieProds 97
Monthly Views"
23,840,572
Subscribers"
2,513,601
INFLUENCE 62
WhatTheBuckShow 86

9. • 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

11. ENGAGEMENT 15
LisaNova 51
Top Channel in Howto & Style!
CONSISTENCY 32
xKarenina 93
Monthly Views"
13,591,534
Subscribers"
1,926,095
INFLUENCE 30
YouTube 81

12. • 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

14. ENGAGEMENT 41
Machinima 84
Top Channel in Shows!
CONSISTENCY 33
CTFxC 89
Monthly Views"
54,013,814
Subscribers"
1,790,545
INFLUENCE 46
RoosterTeeth 88

15. 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"

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