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The Evolution Of Social Video
www.Alphabird.com
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Nic De Castro
VP, Social Video
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Alphabird
StudiosPublisher
Solutions
Exchange
Network
Social
Video
Branded
Entertainment
Audience
Acceleration
Audience
Acquisition
Audience
Delivery
Flight
Original
Programming
Premium
Placement
Influencer
Engagement
Video
Technology
What We DoDRIVE QUALITY
AUDIENCE
Using FLIGHT
Optimization Technology
MONETIZE
CONTENT
Leverage quality content &
audience to achieve KPIs and
revenue goals
www.Alphabird.com
How Much Video Is Out There?3
340,000 Hours of
Video Watched
Every Day
500 Video Links Are
Tweeted
Every Minute
68% of All Video
ViewersShare Links
50% of All YouTube
VideosHave Comments or Likes
180 Million Users
Watched Video
In the US, in June 2012
They Watched 33
Billion Videos
In Just one Month
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18% of All Video
ViewsAre Now on Mobile or Tablet
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Social Video VS Viral Video4
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Viral Video
• Uploaded to the internet without paid distribution
• Finds large viewership by chance, and rarely
• Unbranded, entertaining for the sake of entertaining
Social Video
• Typically produced by a brand as promotion
• Uploaded online via paid media distribution kick-start
• Catalyzes social sharing and more targeted viewership
• Catalyzes viewer engagement with video content
Problem: Multiple Distributors5
www.Alphabird.com
Content Is Delivered via Many Distributors.
They All Have Their Own Strategy
Fragmentation Ensues
When A User Can’t Find What They Want at an
Individual Distributor, Where Do They Turn?
Generic Web Search
Problem: Generic Search Results6
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When there is No Coordination in Web Results
for Content, the Path for the Consumer is
Complicated
Content is Hidden
in Plain View.
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How Social Video Works7
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Incentivized Platforms
• Engagement > Views
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www.Alphabird.com
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How Social Video Works8
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Incentivized Platforms
• Bigger is not necessarily
better
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How Social Video Works9
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Incentivized Platforms
• Targeting is more
granular and specific
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An Example10
www.Alphabird.com
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www.Alphabird.com
The Campaign11
Alphabird Influencers introduced the concept to their following. They provided context by injecting this topic
into the conversation they were having with their audience.
505 Comments
Snapshot of Engagement
(1 Video)
52,000 Views
1011 Likes
2 Response Videos
from audience members
505 Comments addressing the questions, “What does your wallet look like?”
Audience Response to Call to Action
