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Editor's Notes

1. Меня зовут Николай Антонов, я занимаюсь продажами рекламы на YouTube. То есть я стою как раз между популярными и интересными роликами на YT и роликами рекламодателей .
2. So what’s one of the main takeaways? People don’t share ads, people share content. Create something that’s spreadable, shareable, etc.
3. So how do you go about doing this? The first thing is to understand user behavior.
4. Средняя  стоимость  30-секундного  ролика  в этом году составила $3,5 миллиона
5. Recognize this?
6. Deutsch LA seeded this across FB, Twitter, & Youtube 5 days before the superbowl & monitored the response in real-time. This was a purely earned-media play. The thought of posting Superbowl videos before game day would’ve been laughable even last year. VW even showed different creative online — the ad posted was a 60-second spot, while its Super Bowl TV spot was only 30. By the time the 30-second spot hit, people thought they were seeing the 60-second spot — and filling in the blanks. One could argue that those web impressions are more valuable because they represent a choice to watch, rather than a passive TV experience. According to Kantar the exposure online equated to about $538,470 in free media when benchmarked against the $3 million cost for 30 seconds of time during the Super Bowl. That's just what the impressions would cost to reach those additional people and doesn't include the PR value from the exposure and press coverage . So when we talk about online video changing the advertising landscape, the force is a perfect example of that.
7. Recognize this?
8. http://newsfeed.time.com/2012/02/01/the-dog-strikes-back-volkswagens-super-bowl-sequel/ (Тизерный ролик) http://moneyland.time.com/2012/01/20/early-super-bowl-ads-a-hit-volkswagens-canine-choir-barks-star-wars-theme/ (Ролик для Super Bowl)
9. http://blog.o2.co.uk/home/2012/01/o2-valentines-cupid-.html – O2 Cupid
10. http://blog.o2.co.uk/home/2012/01/o2-valentines-cupid-.html – O2 Cupid
11. Fantastic execution, simple but effective. Cheaper than a 30 second spot. Brilliant. Ultimately success is about making ads that people actually want to watch and engage with, something that people will talk about and share. That’s the challenge.
12. Stride Ridiculously Long Las ting - http://www.youtube.com/StrideChewingGum Stride Gum bills itself as 'rid iculously long-lasting' & their new cam paign capitalizes on that tagline.  They developed 100 challenges & corresponding teaser videos for the campaign, which challenges consumers to break 100 records over the next 100 days.  After the 100 days expire, the 100 record-breakers will each win $500 in cash.  Each teaser video is uploaded to Youtube , Facebook & the Record Setter website with strong integration between each of the three platforms.  Th e chall enges are basical ly funny human tricks (ie. Longest T ime Kicking One’s Own Butt or Most Armpit Farts In 15 Seconds).  One twist, if you break the record in the teaser video, you actually become the legitimate world record holder for that challenge as all uploads are submitted via the Record Setter website which has various criteria and is a database of various random world records.  That said, it's a shame they didn't use Youtube as a platform for submissions, but that may have been a criteria from Record Setter.