In this session, the newly named CTO of Orabrush will discuss the brand's push towards programmatic. After figuring out how to commercialize YouTube using the service's commercial tools to get an ROI on a product, Orabrush is increasingly focused on driving views on their channel. Brent Rambo is streamlining efforts by figuring out video performs the best automatically, utilizing his IT background to push this form of marketing forward.

1. Digiday Summit – May 2014
Winging a presentation, because
it’s just better that way…
Brent Rambo
Orabrush, Inc.
CTO
@brentrambo

2. Digiday Summit – May 2014
Who is Brent Rambo?

3. @brentrambo
This is Brent Rambo, 25 years ago…

4. @brentrambo
More importantly… the CTO of Orabrush.

5. Digiday Summit – May 2014
WHO WE ARE
Bad Breath Products Business
Video Marketing Ad Technology Model (YouTube)
1
5

6. @brentrambo
6
INTERNET USAGE MEETS TELEVISION—FIRST TIME
Average time spent on media per day
TV 2hrs 49m
Online 2hrs 44m
Radio 2 hrs
Print 0hrs 37m
TIME SPENT ONLINE
by internet access device
Home PC/Laptop
Work PC
Smartphone
Table
2013 AMAS graphic (www.amas.ie)

7. @brentrambo
7
DIGITAL MEDIA SET TO EXCEED TV TIME THIS YEAR
AVERAGETIMEAMERICANADULTSSPENDWITHMEDIA (HOURS:MINUTES)

8. @brentrambo
OBJECTIVES
• Deliver the “right content” to the “right target audience”
• Develop predictable, sustainable ecommerce revenue and
user engagement.
• Deliver industry leading results at the lowest possible price
point.

9. Digiday Summit – May 2014
THIS IS THE WING IT PART…
9

10. Digiday Summit – May 2014
OK, MAYBE A LITTLE DATA…
10

11. @brentrambo
Overview - All this was accomplished in 4 to 8 months.
Actual Target Audience (and “love” group)
• Identified our highest converting “prime prospect” audience before shipping a
single unit.
Pricing
• Tested 46 different price points.
Messaging
• Tested 245 different landing pages with messaging on nearly one million visitors.
We had qualified messaging before tooling was complete.
• Tested 55 variations of a conversion video (commercial).
• Tested 4 veterinarians for highest converting “endorser” of the product.
11
ORAPUP RMM CASE STUDY RESULTS

12. @brentrambo 12
ORAPUP TONGUE CLEANER FOR DOGS…
• Idea born from Orabrush consumers
• Used crowd funding (www.indiegogo.com) as a way to
introduce the product and raise money
• Over $750K in pre-orders before launch
• Consumers have uploaded over 400 video reviews on
YouTube and Facebook

13. @brentrambo
HOLISTIC DIGITAL OPTIMIZATION
VIDEO
WEBSITE
CHECKOUT
VIRALITY &
LONG TERM
ENGAGEMENT
Repeat optimization
process for each step
of the website
Repeat optimization
process for each step
of the checkout
Repeat optimization
process virality &
engagement
Repeat optimization
process for each step
of the video
13

14. @brentrambo
WHERE ARE WE TODAY?
• 10 Case Study clients in different industries applying the model
using our proprietary platform.
• 29 clients in the queue for testing scalability in Q3/Q4 2014
• Preparing for large scale public availability of our technology

16. @brentrambo
3 KEY TAKEAWAYS (FOR CLAIR)
• One on one direct marketing that’s engaging is the future.
• Cater to your audience without creeping them out.
• Data can be overwhelming, ensure you have the right data to
make the right decisions for your business.