video marketing arik czerniak affilicon israel june 2009

Video marketingArik Czerniak

@arikcz arikcz@gmail.com

Do you know this lady?

A bit about Metacafe

• Started july 2003• ~45 million monthly uniques• ~$45 million raised

• Probably the largest independent video site

Where’s the traffic

Domination

Crowded 2nd tier

SEO traffic

search traffic

The power law

Long tail of content

• Whats the total traffic of videos with over 5000 views on YT?

How many people upload a vid?

The pyramid

• Egoboost me

Average views per site

Average 90 day cumulative views, broken down by siteSource: Tubemogul

Get double the views

Where traffic comes from

• ~50% - site search

• The rest – 80% long tail• Google : 8%• FB : 2%, myspace 1.5%• Digg 1.5%

• Email ?

Engagement

Make it short

And dramatic…

Place your ad sooner..

Lifespan

1 year lifespan

Lifespan

• Viral• “Evergreen”

• A rarity!

Make your video viral

Ingredients

• Make awesome content• Choose a right thumbnail• SEO the tags & metadata• Promote

content

• Make it short!• Ideas: Humor, celebrities, animals, cute

kids, injuries, and SEX• http://www.youtube.com/watch?v=-prfAENSh2k

Choose the right thumb

Metadata

• Max out the tags & description• Choose the right category

Promote

• Bubble to top• Guerilla market• Web 2• Buy/steal views

Getting traffic for non-virals

• You can always buy 3-30c /view• Thru brokers “goviral”• On non-video sites, video banners,

medrec

Performance marketing

• Landing page + video works• Rich media improves CTR

• Viral video marketing is hard..

Optimization

Case study - etoro

Video tactics

• Affiliate – 3M views -> dozens of leads• KetaKeta – 160K views

– high cost, branding impact, B2B– Hard to track ROI

• Landing page videos – Significantly improve results.

Summary

• It’s REALLY hard to make a viral video– Short, awesome, tag, thumb, promote

• Video marketing still brand oriented• Video improves landing page conversion

• Still a lot of room to explore!