@pixability #pixtv34

No Video Vacancy: Using YouTube to Manage the Resident Lifecycle

Rob CiampaCMO @robciampa

• YouTube Certified

• Author of upcoming YouTube Channels book

• Had my own video studio

• Work with major brands on YouTube

• 2 YouTube stars at home

• Began making wine at 4 years old

• Family owns two vineyards in Italy

• Restaurant wine buyer for several years

• Don’t believe in “Deflategate”

Brief Intro

1

2

Highly efficient YouTube media

buying & ad campaign management 1

2

3

4

YouTube channel management

and video SEO for professionals

Patent-pending, award-winning,

easy-to-integrate technology

Quick and easy access to insights

including competitive benchmarking

Pixability: World’s Leading Software for YouTube

3

Only One Thing To Know…

…is a big thing for multifamily.

4

Quiz

5

1. Look at changes in consumer behavior

2. YouTube 101 (and why it’s a big deal)

3. Multifamily consumer market and behavior

4. Multifamily marketing lifecycle

5. Enter Facebook

Agenda

6

CHANGES IN CONSUMER BEHAVIOR

7

• Young viewers don’t watch

television anymore.

• Brand decisions are being

made on YouTube.

The Big Issue

8

0:00

0:07

0:14

0:21

0:28

0:36

0:43

0:50

0:57

1:04

1:12

2010 2011 2012 2013 2014

Time Spent Per Day With Select Media by US Adults

Social networks Online Video Print Magazines

Digital Video Is The Fastest Growing Medium

9

And Don’t Forget This

10

Mobile Is The Default Device

83(55%) 65

(63%)

20(45%)

68(45%)

38(37%)

24(55%)

Smartphone Laptop Tablet

Tim

e S

pen

t In

Min

ute

s(P

erc

en

tag

e o

f T

ota

l T

ime)

Daily Time Spent With Devices, While Watching TV Or Using The Device Independently

Ages 16-44, United States Only

With TV

Without TV

Source: Business Insider

11

YOUTUBE 101

12

13

Media Is Getting Fragmented, and Consumers Are Increasingly in Control, With Global Reach

• 500 channels • 2,000,000 channels

• National focus,

consumed at home• Automatically global,

automatically mobile

• Controlled by a

few corporations• Anybody can be a

producer, potentially

reaching millions

TV

14

YouTube Viewership Continues to Increase

Source: ComScore, November 2014 data

0

20M

40M

60M

80M

100M

120M

140M

160M

180M

YouTube AOL, Inc. Facebook Yahoo Sites AnyClipMedia

VEVO Blinkx MakerStudios Inc.

Vimeo Fullscreen

U.S. Unique Video Viewership

15

Brand Ad Dollars Are Shifting

CBS Ad Revenue

YouTube Ad Revenue

AMC Networks Revenue

$0

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

2007 2008 2009 2010 2011 2012 2013

(Millio

ns)

YouTube Ad Revenue vs. CBS vs. AMC

16

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ota

l V

iew

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er

Mo

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Acro

ss a

ll T

op

100 B

ran

ds

Total Monthly Views -- Top 100 Global Brands on YouTubeSource: Pixability Radar

Top 100 Global Brands Are Adding 800 Million New YouTube Views Every Month

Source: Pixability Radar

17

YouTube Star Power Has Skyrocketed

Felix Kjellberg aka PewDiePie earns $4M annually in ad sales. Despite his huge viewership,

he lacks sponsors, indicating that brands are only starting to understand how to engage with vloggers.

Views: 7,315,811,647

Subscribers: 32,669,490

Likes: 32,669,490

Social Shares: 103,22,231

PewDiePie

King of YouTube Gamers

PewDiePie features a mix of gaming, satire,

and comedy content and currently has the

most subscribers on YouTube.

PewDiePie plays Wii with his girlfriend as part of a montage (61M views)

18

Vloggers Now Rival Hollywood Celebrities

Bethany Mota has parlayed her YouTube stardom into a partnership with fashion brand Aeropostale,

a spot in YouTube’s first national ad campaign, a guest judge seat on Project Runway, and a spot on

ABC’s Dancing With the Stars. Mota’s annual ad revenue is estimated at $500K-$750K.

Views: 628,693,797

Subscribers: 8,016,484

Likes: 18,041,518

Social Shares: 639,701

Bethany Mota

YouTube Fashion Icon

Bethany Mota started her YouTube channel

at age 13. Now 19, her mix of fashion hauls,

makeup advice, and vlogging draws a

dedicated fan base.

Bethany reenacts her morning routine for her fan base (8M views)

19

700,000 Subscribers270 Million Views

How Big Is Big?

The Top 10 Brand Channels* on YouTube

*excluding pure media brands

20

YouTube Viewers Search Differently

best tablet tablet review tablet deals iPad vs. Samsung

21

MULTIFAMILY CONSUMER MARKET

22

Big Real Estate Brands On Craigslist

The five colours built into the Pixability Template

23

Local Real Estate Companies On Craigslist

v

24

Local Real Estate Companies On Craigslist

25

Multifamily: What We Looked At

26

Multifamily: What We Saw

27

28

The YouTube Ecosystem

MULTIFAMILY MARKETING LIFECYCLE

29

Do You Need A Viral Video?

30

Successful Videos Are Sometimes Boring

31

Do YouTube Viewers Only Like Short Videos?

Videos Consumer ElectronicsBrands Produce

What PeopleActually Watch

3-10 min

10+ minutes10 min+

3-10 min

1-3 min

less than 1 minute

10 min+

3-10 min

1-3 min

less than 1 minute

32

When Do Women Watch Makeup Tutorials?

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

1.4%

1.6%

1.8%

6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Vie

w R

ate

on

Yo

uT

ub

e v

ide

o s

earc

h*

Time of Day (Eastern) *aggregate of multiple

paid campaigns

West Coast: Work

East Coast: Work

East Coast: Evening

Tutorial Searches

Brand Searches

West Coast: Evening

33

How Often Should You Publish New Content?

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13

Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa

Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13

Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa

May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13

Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa

Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13

Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13

Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa

Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13

Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa

Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13

Jan 1/1/14 1/2/14 1/3/14 1/4/14 1/5/14 1/6/14 1/7/14 1/8/14 1/9/14 1/10/14 1/11/14 1/12/14 1/13/14 1/14/14 1/15/14 1/16/14 1/17/14 1/18/14 1/19/14 1/20/14 1/21/14 1/22/14 1/23/14 1/24/14 1/25/14 1/26/14 1/27/14 1/28/14 1/29/14 1/30/14 1/31/14

Feb 2/1/14 2/2/14 2/3/14 2/4/14 2/5/14 2/6/14 2/7/14 2/8/14 2/9/14 2/10/14 2/11/14 2/12/14 2/13/14 2/14/14 2/15/14 2/16/14 2/17/14 2/18/14 2/19/14 2/20/14 2/21/14 2/22/14 2/23/14 2/24/14 2/25/14 2/26/14 2/27/14 2/28/14 aa aa aa

Mar 3/1/14 3/2/14 3/3/14 3/4/14 3/5/14 3/6/14 3/7/14 3/8/14 3/9/14 3/10/14 3/11/14 3/12/14 3/13/14 3/14/14 3/15/14 3/16/14 3/17/14 3/18/14 3/19/14 3/20/14 3/21/14 3/22/14 3/23/14 3/24/14 3/25/14 3/26/14 3/27/14 3/28/14 3/29/14 3/30/14

1.8 M Subscribers

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13

Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa

Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13

Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa

May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13

Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa

Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13

Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13

Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa

Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13

Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa

Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13

Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa

Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13

Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa

May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13

Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa

Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13

Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13

Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa

Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13

Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa

Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13

Typical Brand17 K Subscribers

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13

Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa

Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13

Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa

May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13

Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa

Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13

Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13

Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa

Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13

Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa

Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13

1.8 M Subscribers 26 M Subscribers

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13

Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa

Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13

Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa

May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13

Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa

Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13

Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13

Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa

Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13

Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa

Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13

6.2 M Subscribers

Michelle Phan Grace Helbig PewDiePie

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Jan 1/1/13 1/2/13 1/3/13 1/4/13 1/5/13 1/6/13 1/7/13 1/8/13 1/9/13 1/10/13 1/11/13 1/12/13 1/13/13 1/14/13 1/15/13 1/16/13 1/17/13 1/18/13 1/19/13 1/20/13 1/21/13 1/22/13 1/23/13 1/24/13 1/25/13 1/26/13 1/27/13 1/28/13 1/29/13 1/30/13 1/31/13

Feb 2/1/13 2/2/13 2/3/13 2/4/13 2/5/13 2/6/13 2/7/13 2/8/13 2/9/13 2/10/13 2/11/13 2/12/13 2/13/13 2/14/13 2/15/13 2/16/13 2/17/13 2/18/13 2/19/13 2/20/13 2/21/13 2/22/13 2/23/13 2/24/13 2/25/13 2/26/13 2/27/13 2/28/13 aa aa aa

Mar 3/1/13 3/2/13 3/3/13 3/4/13 3/5/13 3/6/13 3/7/13 3/8/13 3/9/13 3/10/13 3/11/13 3/12/13 3/13/13 3/14/13 3/15/13 3/16/13 3/17/13 3/18/13 3/19/13 3/20/13 3/21/13 3/22/13 3/23/13 3/24/13 3/25/13 3/26/13 3/27/13 3/28/13 3/29/13 3/30/13 3/31/13

Apr 4/1/13 4/2/13 4/3/13 4/4/13 4/5/13 4/6/13 4/7/13 4/8/13 4/9/13 4/10/13 4/11/13 4/12/13 4/13/13 4/14/13 4/15/13 4/16/13 4/17/13 4/18/13 4/19/13 4/20/13 4/21/13 4/22/13 4/23/13 4/24/13 4/25/13 4/26/13 4/27/13 4/28/13 4/29/13 4/30/13 aa

May 5/1/13 5/2/13 5/3/13 5/4/13 5/5/13 5/6/13 5/7/13 5/8/13 5/9/13 5/10/13 5/11/13 5/12/13 5/13/13 5/14/13 5/15/13 5/16/13 5/17/13 5/18/13 5/19/13 5/20/13 5/21/13 5/22/13 5/23/13 5/24/13 5/25/13 5/26/13 5/27/13 5/28/13 5/29/13 5/30/13 5/31/13

Jun 6/1/13 6/2/13 6/3/13 6/4/13 6/5/13 6/6/13 6/7/13 6/8/13 6/9/13 6/10/13 6/11/13 6/12/13 6/13/13 6/14/13 6/15/13 6/16/13 6/17/13 6/18/13 6/19/13 6/20/13 6/21/13 6/22/13 6/23/13 6/24/13 6/25/13 6/26/13 6/27/13 6/28/13 6/29/13 6/30/13 aa

Jul 7/1/13 7/2/13 7/3/13 7/4/13 7/5/13 7/6/13 7/7/13 7/8/13 7/9/13 7/10/13 7/11/13 7/12/13 7/13/13 7/14/13 7/15/13 7/16/13 7/17/13 7/18/13 7/19/13 7/20/13 7/21/13 7/22/13 7/23/13 7/24/13 7/25/13 7/26/13 7/27/13 7/28/13 7/29/13 7/30/13 7/31/13

Aug 8/1/13 8/2/13 8/3/13 8/4/13 8/5/13 8/6/13 8/7/13 8/8/13 8/9/13 8/10/13 8/11/13 8/12/13 8/13/13 8/14/13 8/15/13 8/16/13 8/17/13 8/18/13 8/19/13 8/20/13 8/21/13 8/22/13 8/23/13 8/24/13 8/25/13 8/26/13 8/27/13 8/28/13 8/29/13 8/30/13 8/31/13

Sep 9/1/13 9/2/13 9/3/13 9/4/13 9/5/13 9/6/13 9/7/13 9/8/13 9/9/13 9/10/13 9/11/13 9/12/13 9/13/13 9/14/13 9/15/13 9/16/13 9/17/13 9/18/13 9/19/13 9/20/13 9/21/13 9/22/13 9/23/13 9/24/13 9/25/13 9/26/13 9/27/13 9/28/13 9/29/13 9/30/13 aa

Oct 10/1/13 10/2/13 10/3/13 10/4/13 10/5/13 10/6/13 10/7/13 10/8/13 10/9/13 10/10/13 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 10/22/13 10/23/13 10/24/13 10/25/13 10/26/13 10/27/13 10/28/13 10/29/13 10/30/13 10/31/13

Nov 11/1/13 11/2/13 11/3/13 11/4/13 11/5/13 11/6/13 11/7/13 11/8/13 11/9/13 11/10/13 11/11/13 11/12/13 11/13/13 11/14/13 11/15/13 11/16/13 11/17/13 11/18/13 11/19/13 11/20/13 11/21/13 11/22/13 11/23/13 11/24/13 11/25/13 11/26/13 11/27/13 11/28/13 11/29/13 11/30/13 aa

Dec 12/1/13 12/2/13 12/3/13 12/4/13 12/5/13 12/6/13 12/7/13 12/8/13 12/9/13 12/10/13 12/11/13 12/12/13 12/13/13 12/14/13 12/15/13 12/16/13 12/17/13 12/18/13 12/19/13 12/20/13 12/21/13 12/22/13 12/23/13 12/24/13 12/25/13 12/26/13 12/27/13 12/28/13 12/29/13 12/30/13 12/31/13

34

YouTube Videos Need To Cover All Stages Of The Funnel

Drive Awareness

Encourage Referrals

Provide Help

Sell the Neighborhood

Explain Properties

35

Explain Properties

36

Drive Awareness

37

Sell the Neighborhood

38

Encourage Referrals

39

Provide Help

40

Why Skipping Matters (And Is Good)

41

Ads: What You Can Show Them

TV

Many different

ads, any lengthYour 30 second adSearch ads

for specific keywords

Banner ads

42

Ads: How You Can Target Your Customers

TV

People

Demographics

(exact)

Content

Channels

Shows

Circumstances

Time of day

Metro Area

People

Demographics

(kind of)

Content

Channels

Shows

Circumstances

Time of day

Metro area

Interest profiles

Ad viewers

Channel visitors

Site visitors

Engaged users

Previous buyers

Topics

Keywords

Search words

Videos

ZIP code

Language

Devices

43

Tie It All Together

AudiencePaid Ads

Content

DiscoverabilityVideo SEO

Engagement

Better Targeting

SEO Benefits

Better Content

44

ENTER FACEBOOK

45

What’s Next? A Two-Horse Race

FACEBOOK

• Investing heavily in video, coordinating

tech support for platform, making efforts

to poach YouTube’s on-screen talent

• Reached 1B views/day in Sept. 2014

• The milestone is impressive, but

an autoplay Facebook view is

not the same as a user-initiated

YouTube view

46

CONCLUSIONS

47

So…

…where are you?

48

PUMA Ad: YouTube = Audience Engagement

49

• Think about your customer journey

• Get your channel in order

• Put together or curate some great content

• Advertise!

• Engage, engage, engage

To Wrap Up

50

QUESTIONS?

51

Rob Ciampa

Chief Marketing Officer

Pixabilityrob@pixability.com

@robciampa

Thank You!

52