Rome Viharo, Senior Vice President, Business Development and Innovations, Alphabird
Tony Chen, CEO, Yellow Thunder Media
Kai Hasson, Partner and Creative Director, Portal A and Creator, White Collar Brawler
Maggie Finch, CEO, King of the Web
Drew Baldwin of Tubefilter is moderator
Live blog notes:
Social gaming companies are trading points for your attention. By watching a video you get to advance in the game.
Brand advertisers want organic views and that can only be achieved via targeted audiences. They want to know how they will get a return on your investment.
Paid media buys: 2 types. One view based only. One that assumes that you will get organic growth on top of the paid views.
It helps to have power players like MC Hammer involved in the video. There has to be a plan and extra money to get views. Use Twitter, Press, Youtube True view, Facebook strategies. Target your audience. Used Ed Lee promo video as an example. Targeted local news paper first. Spread to DC and then returned to San Francisco. Media planning is what counts.
Ed Lee is 2 LEGIT 2 QUIT [MC Hammer, SF Giants Brian Wilson, will.i.am, Ashkon]
Every great platform eventually becomes dominated by those with the money to promote. Only a few of the low budget productions will survive in this environment. You always need to be one step ahead. For example: King of the web which supports content that is not always PG.
The king is the viewer. Our "eye balls" are valuable. Natural engagement is valuable and brands are trying to figure out how to do it. They need to give more than just a commercial because the scales have tipped.
Brands do not really "get" a lot of the content on the Web. The medium is not a good fit for brands, so even when they come with all their money the people who are good at content still have an advantage.
KPI = key performance indicators.
You "juice things" to get them started.
TheWillofDC asked what to do if the video gets taken down for "illegal views" on YouTube.
Answer: The brand will not be surprised when the video gets taken down because they already know all the details. It does not violate YouTube TOS and Youtube actually encourages it.
CPD = count per display.