how to make your video marketing better - dbs, 12/9/14
DESCRIPTION
Jeff Davis from Orabrush's presentation from Digiday Brand Summit, December 9, 2014.TRANSCRIPT
1
: How To Make Your Video
Marketing Better
Jeff DavisOrabrush, Inc.President & CEO
@davisjdd
Digiday Brand Summit – Deer ValleyDec. 7-9, 2014
2
1Who We Are
Reverse Marketing Model
Case Study
Orabrush
3 4Takeaways
How to Get Started
Reasons to
Believe
Digital and Video Growth
YouTube Growth
2
3@davisjdd
WHO WE ARE
Bad Breath Products Business
Video Marketing Ad Technology Model (YouTube)
1
@davisjdd4
“REVERSE” MODEL HAS LAUNCHED 3 NEW $MILLION+ BRANDS
Launched: 2009
Online / Retail
YT Views: 43MM
Launched: 2013
Online only
Retail: 2015
YT Views: 27MM
Ecommerce Launch: 2013
Online Rev: $5MM < 18mos
Retail Expansion: Fall 14
YT Views: 32MM
5@davisjdd
@davisjdd6
WHO WE ARE…
“online awareness, trial and refinement first…
scale and distribution second”
@davisjdd7
ONE INTEGRATED SERVICE using proprietary software and services
content creation video/brand optimization advertising
8@davisjdd
REASONS TO BELIEVE2
@davisjdd9
DIGITAL ACCOUNTS NOW FOR 30% OF TOTAL AD SPENDING
DIGITAL VIDEO (MOBILE) ARE FASTEST GROWING SEGMENTS
10@davisjdd
10
0HOURS
4+BILLION
1+BILLION
60
0MILLION
80%
of video are uploaded to
YouTube every minute
videos are viewed
each day
views a day
from MOBILE sites
unique users visit
YouTube each month
of YouTube traffic comes
from outside the US
YouTube is localized in 61
countries and across 61
languages
2nd most used search
engine—after Google
40%
of watch
time
11@davisjdd
Source: Nielsen VideoCensus
12@davisjdd
Source: Nielsen VideoCensus
13@davisjdd
ORABRUSH CASE STUDY3
@davisjdd14
REACH OF THE ORABRUSH BRAND
345,000+Fans55MM+
YouTubeViews10+BillionOnline
Impressions
20Countries 80Retailers30,000+Stores
103UniqueAr cles267MMImpressions
43
@davisjdd15
“Orabrush’s use of YouTube may be more
impressive than say Pepsi or Old Spice…”
249 million views
203 million views
43 million views
1/6 the views at 1/100 the budget!
As of Aug 2014
5
6
• Invested upfront…Now reaping the rewards both online and at retail
• Total video ad spend over $2 million
• YouTube video advertising only!
www.orabrush.comORABRUSH CASE STUDY
-
1
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3
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5
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2010Q1
2010Q2
2010Q3
2010Q4
2011Q1
2011Q2
2011Q3
2011Q4
2012Q1
2012Q2
2012Q3
2012Q4
2013Q1
2013Q2
2013Q3
2013Q4
2014Q1
2014Q2
2014Q3
Total Revenue
Ad Spend
x
x
x
x
x
x
Investment
Halo Impact
Revenue is
~6X ad spend
17@davisjdd
KEY TAKEAWAYS4
@davisjdd18
TAKEAWAYS…
• Does your digital strategy have a video marketing component? Best brand-building AND performance marketing medium YouTube 2nd most used search engine!
• If not, two choices: Jump in and start learning… Find the right partner to help guide you
• Investment in video strategy truly builds brand and revenue
19
: How To Make Your Video
Marketing Better
Jeff DavisOrabrush, Inc.President & CEO
@davisjdd
Digiday Brand Summit – Deer ValleyDec. 7-9, 2014