We YouTube Partners require two things to make money: a large number of views, and advertisers. Thanks to Kalle Tompros of SearchEngineWatch for summarizing the options available to advertisers. These include promoted videos (which requires advertisers to have videos on YouTube), homepage takeovers, instream ads (prerolls), and text overlays. For more options, see YouTube’s how-to page.
Here is my 2 cents on some of the right YouTube options based on the primary approaches (direct response and awareness):
The best option for direct-response oriented advertisers are promoted videos and text overlays. They’re not expensive and can be triggered on search queries like Google adwords. Time magazine also covered online-video advertising for small business.
Advertisers with larger budgets can gain reach and awareness through more expensive prerolls/instream and homepage takeovers.
Entrepreneurs and small businesses sometimes struggle with YouTube and online-video marketing. So I teamed with ReelSEO to write a guide called “Online Video 101: Small Business.” It’s free, and you won’t get a pesky sales call if you register and download it.
Sorry the blog’s gone a bit grey lately, but I’ve been busy posting a video each day (every time you poop). Caught the virus from Trippy at his wedding. See ’em in this playlist called “Holiday Blitz.”
I appeared on MSNBC’s “Your Business” yesterday, and again tomorrow morning. It was a special about using online video to promote your business. Here’s me holding my book, Beyond Viral, upside down. Classy touch, right? It, um, was… on purpose. Right.
That video I shot Sunday for MSNBC Small Business (see MSNBC/Amex site) is going on television not the web (glad I didn’t quite realize that when I shot it, or I might have gotten nervous).
It airs this week 3/20/11 at 7:30am EST and will re-air Saturday, March 26th at 5:30am EST. This timing should work well for small businesses and entrepreneurs since they never sleep. And the YouTube peeps? They’ll still be awake from the night prior.
In the meantime, you can check some of the tips I shared with AOL small business, or buy Beyond Viral (Wiley) at your local bookstore or Amazon. And tell your friends at ABC and CBS they should book me. 🙂
Oh- I made an epic mistake on the video that I’m hoping people think was intentional because it’s so blatant. Be the first to notice it and comment below, and you get a free piece of cheese (and maybe an autographed copy of Beyond Viral if I actually remember).
How can a small company take advantage of this bountiful new online-video market? They can personalize their offering, increase reach, optimize search-engine rankings, and target with greater precision. While few startups will “go viral,” entrepreneurs have a competitive advantage in their flexibility and agility. Without large bureaucracies or expensive agencies, a smaller business can leave out the nonsense and get their message out via the less crowded medium.
I have not yet found a way to profitably help small businesses take advantage of online video. As an entrepreneur I couldn’t justify my own fees to a startup. So that’s one of the primary purposes of writing “Beyond Viral,” and in sharing secrets with whatever journalist comes my way… last month it was Entrepreneur magazine and “Rise to the Top,” and now it’s AOL Small Business.
Beyond Viral (go buy it at Amazon) has a chapter devoted specifically to small businesses, although most of the entire book is applicable. The secret trick is to stop thinking about a specific funny, viral video… and engage the medium strategically. Finding where your audience is, what will get their attention, and how to compel the right ones to consider purchase or trial. It’s not brain surgery, but it’s easy to waste time or money.
So there’s no iTV. It’s just a new version of AppleTV, where the price of the unit was slashed in third. At $99 you won’t likely find a smoother interface to stream your content… assuming it’s as user-friendly and fast as AppleTV’s earlier model (around $300 with some room for storage).
We like the lower entry price making it an impulse buy, and the 99-cent rentals of television shows we miss — despite our best attempts via TiVo or the vintage DVR you’re using because you’re the cable company’s little bitch.
Until now we were buying assloads of missed television shows at twice that price ($1.99), and that’s a bit bloated for a 23-minute show (but certainly fair for an 45-minute show). We’re talking about decent HD, no stupid pre-rolls, an easy interface, and easy purchasing via the credit card Mac has on file. And for 95% of the shows we bought, a rental would be fine.While we’re not happy to see episodes costing $2.99 to own now, we’re hoping that our old AppleTV enjoys a software upgrade that makes it a new one. Otherwise we feel screwed. Except “The Office” and a few other shows, we don’t need to own in a reasonably priced “on demand” word. Wait that’s a drop quote.
We don’t need to own in a reasonably priced “on demand” word.
I find it perplexing that the unwashed masses are only beginning to adopt these things. We’ve got a Roku that’s not used often except for occasional Netflix viewing. The TiVo is the primary device because it plays live Verizon Fios without subjecting us to the horrible Verizon machines… TiVo also allows us to “subscribe” to YouTubers like “Obama Girl” and “Rhett & Link” and “The Onion” and “College Humor.”
Maybe I’ll do a little video demo when I get the new AppleTV because I read Scoble’s tweet that we can use our iPad as a remote to the new AppleTV, something that didn’t seem very easy with the old one.
AppleTV is different in two ways. Cheaper unit ($99 not $300), and now you can rent all that television you missed or if you’re still not paying for access to premium channels because you’re a cheap bastard like me. Wait that made no sense. I’m probably paying more by buying these shows.
More choices (in hardware and vendor/price options) means a more confused marketplace but more attention by the mass market. Only one or two will survive, and you’re going to be getting lots of questions from your parents in the next few years. At least there’s no flashing 12:00 to worry about.
I’d predict that these will be mainstream by the fall, but I’m a bit gun shy making that prediction a 5th year in a row. I can’t even remember how I hedged this subject in my book, which is coming out in a week or so.
If I talk about my book too often, please tell me. I have seen authors do that, and it’s revolting. If I’m walking around with spinach in my teeth, you’d say something right?
How the heck did Netflix secure its space in this evolution? We thought they’d be Blockbustered.
It doesn’t bother me that only two people read my blog carefully.
Seriously- give me one good reason NOT to have a friggin’ Roku/Netflix/TiVo/AppleTV in your house? Sure it’s a few more devices and subscriptions, but we think this Onion spoof on Blockbusters is a reality now. When’s the last time you rented a DVD?
Is anyone else feeling like YouTube has gone WAY to far with the pre-rolls lately?
I didn’t think I wanted or needed a mobile home until I saw this. But I might just drive a few days to get one of these used, Cullman liquidation mobile homes… because of this absolutely candid, brilliant and real advertisement. Sure there’s a shot that looks like potential blood stains on a floor that are “covered up,” but the hot chick, whip & vulture sounds, badass dialogue, and the chainsaw made up for that.
Brought to you by the brillianty talented Rhett and Link, who keep raising the bar and jumping over it. And sponsored by Microbilt in what might be the most effective online-video campaign for a small business ever. Why? It’s entertaining. What other possible way could Microbilt reach people so broadly? Sure, only a small portion of them will be qualified Microbilt candidates, but with a net this size, you can have lots of holes in it… and still bring home some tuna.
Thanks to Tim Street and the good folks at NewTeeVee for this gossip alert via GoRumors. Soon, according to a patent filing, you may not need a big budget and advertising agency to place Google/YouTube “InVideo” ads (the ones that pop-up over the bottom 1/5 of the video). Today small folks can buy text ads, but InVideo ads are more captivating obviously.
Self-serve InVideo ads. Better than text overlays or search-result ads, but a bit more expensive and less targeted than paid search. Still, a nice way to reach the tech savvy voracious video consumers without breaking the bank (presumably far less than the $25 CPM that YouTube launched with).
From the patent entry, I’d call it “Powerpoint meets text ads.” You’ll have some color and image options, but no eye-popping flash you might get from an agency.