1

: How To Make Your Video

Marketing Better

Jeff DavisOrabrush, Inc.President & CEO

@davisjdd

Digiday Brand Summit – Deer ValleyDec. 7-9, 2014

2

1Who We Are

Reverse Marketing Model

Case Study

Orabrush

3 4Takeaways

How to Get Started

Reasons to

Believe

Digital and Video Growth

YouTube Growth

2

3@davisjdd

WHO WE ARE

Bad Breath Products Business

Video Marketing Ad Technology Model (YouTube)

1

@davisjdd4

“REVERSE” MODEL HAS LAUNCHED 3 NEW $MILLION+ BRANDS

Launched: 2009

Online / Retail

YT Views: 43MM

Launched: 2013

Online only

Retail: 2015

YT Views: 27MM

Ecommerce Launch: 2013

Online Rev: $5MM < 18mos

Retail Expansion: Fall 14

YT Views: 32MM

5@davisjdd

@davisjdd6

WHO WE ARE…

“online awareness, trial and refinement first…

scale and distribution second”

@davisjdd7

ONE INTEGRATED SERVICE using proprietary software and services

content creation video/brand optimization advertising

8@davisjdd

REASONS TO BELIEVE2

@davisjdd9

DIGITAL ACCOUNTS NOW FOR 30% OF TOTAL AD SPENDING

DIGITAL VIDEO (MOBILE) ARE FASTEST GROWING SEGMENTS

10@davisjdd

10

0HOURS

4+BILLION

1+BILLION

60

0MILLION

80%

of video are uploaded to

YouTube every minute

videos are viewed

each day

views a day

from MOBILE sites

unique users visit

YouTube each month

of YouTube traffic comes

from outside the US

YouTube is localized in 61

countries and across 61

languages

2nd most used search

engine—after Google

40%

of watch

time

11@davisjdd

Source: Nielsen VideoCensus

12@davisjdd

Source: Nielsen VideoCensus

13@davisjdd

ORABRUSH CASE STUDY3

@davisjdd14

REACH OF THE ORABRUSH BRAND

345,000+Fans55MM+

YouTubeViews10+BillionOnline

Impressions

20Countries 80Retailers30,000+Stores

103UniqueAr cles267MMImpressions

43

@davisjdd15

“Orabrush’s use of YouTube may be more

impressive than say Pepsi or Old Spice…”

249 million views

203 million views

43 million views

1/6 the views at 1/100 the budget!

As of Aug 2014

5

6

• Invested upfront…Now reaping the rewards both online and at retail

• Total video ad spend over $2 million

• YouTube video advertising only!

www.orabrush.comORABRUSH CASE STUDY

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2010Q1

2010Q2

2010Q3

2010Q4

2011Q1

2011Q2

2011Q3

2011Q4

2012Q1

2012Q2

2012Q3

2012Q4

2013Q1

2013Q2

2013Q3

2013Q4

2014Q1

2014Q2

2014Q3

Total Revenue

Ad Spend

x

x

x

x

x

x

Investment

Halo Impact

Revenue is

~6X ad spend

17@davisjdd

KEY TAKEAWAYS4

@davisjdd18

TAKEAWAYS…

• Does your digital strategy have a video marketing component? Best brand-building AND performance marketing medium YouTube 2nd most used search engine!

• If not, two choices: Jump in and start learning… Find the right partner to help guide you

• Investment in video strategy truly builds brand and revenue

19

: How To Make Your Video

Marketing Better

Jeff DavisOrabrush, Inc.President & CEO

@davisjdd

Digiday Brand Summit – Deer ValleyDec. 7-9, 2014