2. Online Video Strategy:
Paid vs. Owned
Kevin “Nalts” Nalty
YouTube Personality, Author of “Beyond Viral”
Marketing Director, Johnson & Johnson
3. 3 Types of Online-Video Marketing
PAID PLACED EARNED
4. 1. Paid
example • Preroll
• Paid placement
pros • Control of content
• Guaranteed views
cons • Eyeballs aren’t free
• Adimmunity
Online video ad
spending grew 52%
in 2011 and is
projected to grow
40% in 2012.
5. 2. Placed
example • Sponsored
• Product placement An impression isn’t
an impression
pros • Happy asses in seats unless it makes one.
• Implied endorsement
cons • Less control