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Online Video Strategy: Paid vs. Owned

Kevin "Nalts" Nalty
Online Video Strategy: Paid vs. Owned Kevin "Nalts" Nalty


Kevin "Nalts" Nalty, YouTube Personality, Author of "Beyond Viral," and Marketing Director at Johnson & Johnson


We hold these truths to be self-evident, that all views are not created equally. Evolved research of this medium will show that various video placements have radically different costs, engagement and impact. So what is a marketer to do? Invest advertising dollars in pre-roll ads? Shift budgets to softer forms of promotion like webisodes, sponsored content and social video? Or bet it all on that viral video? (Hint: Don't pick the last option).

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