When you want an instance of a media firm that owns a few of the world’s high YouTube gaming channels, look no additional than Omnia Media.
Launched in 2013 as a gaming MCN, the digital-first firm now creates each unique and sponsored content material for millennial and Gen Z communities who’re keen about video video games. Omnia boasts the largest world video community for gaming, and owns widespread YouTube gaming channels like Wisecrack and BCC Trolling.
Across all its properties, Omnia Media has generated greater than 30B complete views over the final 365 days alone!
We sat down with Austin Long, VP of Partnerships and Strategy, and Josiah Seet, Strategic Partnerships Manager, to debate the firm’s profitable video technique and sponsored content material campaigns.
Tubular Insights: What does your organization’s enterprise construction seem like?
Austin Long: Our channels and expertise companies enterprise works immediately with creators, overlaying all the things from esports to children’ content material to cell video games.
While we assist these creators develop their networks, arrange collaborations, defend content material with Content ID claiming, and extra, content material distribution and scale is our precedence. We take a robust stance in serving to creators put their content material up on any platform we will monetize, like Snapchat, Facebook, Tik Tok, and Twitter.
Our second enterprise unit is our gross sales group that works largely with endemic corporations to assist them have interaction with the 13-34 age group that doesn’t actually watch TV anymore. Clients are normally conventional or cell publishers, like Intel, Disney, and NetEase.
Our final enterprise unit is our owned properties. These are owned and operated content material IPs that we create in-house and distribute ourselves.
For instance, we function BCC, which is the largest Fortnite-inspired YouTube gaming neighborhood in the world. You can consider it as the SportsCenter of Fortnite; every single day, it has neighborhood content material from the final 24 hours and boasts over 10 million subscribers.
TI: Your firm does numerous sponsored content material. How do strategy these partnerships?
Josiah Seet: Sponsored integrations in movies are an enormous deal to the gaming neighborhood, as they had been a few of the earliest adopters of branded content material. How you do these integrations is vital by way of the artistic and the placement.
Lots of people will name out actually awkward sponsorships, so we have to use knowledge to measure how nicely a sponsorship does outdoors typical model KPIs.
For instance, the place do you place an integration that’s the breakpoint the place persons are engaged sufficient that they received’t click on off however not far sufficient in that they don’t care?
So for our major sponsored movies, we put numerous effort into the artistic so the video will do nicely and the advert will really feel very pure, natural, and well-fitting for a gaming viewers.
AL: For instance, we began to understand BCC is a compilation YouTube gaming channel that’s not personality-driven.
But our intestine instructed us once you see a business that has somebody that folks already know (like Shaquille O’Neal throughout an NBA business), that advert in all probability converts quite a bit higher.
We began making an attempt that on BCC, and in May, we partnered with Ali-A who’s a extremely well-known Fortnite expertise to host an advert — this landed in the high 10 sponsored gaming campaigns of May 2019.
Then we began to check conversions on movies with expertise to these not utilizing expertise and that’s what’s been useful for us to gauge the general model conversions.
TI: How do you choose expertise to work with on sponsored and unique content material?
AL: This enterprise is relationship-driven, so primarily it’s who we will create compelling content material with that additionally drives outcomes.
In phrases of figuring out which expertise, it’s normally individuals we really feel have the proper persona and who’ve a superb life cycle.
We are inclined to deal with individuals who have extra breadth and are on a path to constructing one thing larger, since the churn of working with somebody for a 12 months with no payoff earlier than transferring to the subsequent expertise isn’t very productive.
Of course, expertise additionally wants to have the ability to create content material round a number of video games (to keep away from being tied to at least one IP) whereas not seeing numerous drop-off in viewership. They additionally have to develop their communities and be versatile with regards to model security requests.
JS: The actually precious expertise have a superfan neighborhood.
There are some folks that it doesn’t matter what they do, viewers are so hooked up to their persona, they might movie themselves enjoying with Legos and random video games and other people go loopy for them.
Related Read: How Fortnite Disrupted Traditional Marketing on YouTube and Facebook
TI: How do you benchmark content material efficiency to your advertisers and sponsoring companions?
AL: We don’t usually run performance-based campaigns similar to value per installs.
Instead, advertisers are both paying a flat budgeted charge for our companies, or they’re reserving on a CPM foundation the place they’re estimating the viewership correlated to the video content material.
The V30 metric is vital to us since most of our campaigns are on a month-to-month flight. In situations after we use a 7-day flight we work with the V7 metric and it helps us predict what viewership the expertise and content material are going to see in order that we will extra precisely put collectively campaigns.
TI: What’s your perspective on model security because it pertains to your model companions?
AL: We have interaction every of our companions on a case-by-case foundation, making an allowance for their inner model security practices.
Half the model companions we work with, normally the ones in the children’ area, are very eager on sustaining sure processes for what’s okay and what isn’t.
In circumstances the place now we have purchasers who’re super-specific with model security necessities, we’ll lean on our media operations group which combs via all the channels now we have every day and makes certain we’re vetting channels previous to placing advertisements on them simply to keep away from any hiccups.
Given our core roster is beneath 600 channels, now we have a extra hands-on strategy, unattached to scaled practices which might be normally flawed.
We even have purchasers which might be way more open to cursing or edgier content material as a result of they wish to lean into that neighborhood, normally if they’ve an older-leaning product or they’re going after that demo.
In these circumstances, these manufacturers are additionally particular about what they’re okay with and what they’re not.
TI: What are a few of the greatest challenges in the gaming market?
AL: Gaming strikes actually quick, so 5 years in the past it was a very completely different area. Our aggressive benefit is that we will lean on our wide selection of creators to see how they’re transitioning their YouTube gaming channels to completely different codecs.
Take Fortnite, for instance. We had been already “on it” in late 2017, which is when the recreation got here out, and as such, we had been capable of determine expertise that we wished to work with.
Now that the recreation’s at crucial mass we’re already nicely forward and program the largest channels making content material for it.
JS: From the outdoors, once you’re not knowledgeable about the knowledge, it virtually looks as if avid gamers are pivoting to random video games which might be widespread, nevertheless it’s not as random as you may assume.
If you take a look at how completely different YouTube gaming channels evolve and program their content material, they may hop on traits which might be widespread however there are segments of viewers who get pleasure from sure genres of video games, and they’re going to keep inside that style.
With our content material knowledge, we will see numerous overlap between the individuals who watch BCC, for instance, and what different sorts of gaming they prefer to devour (Call of Duty, and so on.).
If we had been to pivot, we may get some additional perception or a headstart on programming earlier than anybody else as a result of we may see that overlap in viewers knowledge.
TI: How do you identify when you’re going to do extra movies and content material with up-and-coming genres?
JS: We combine context and knowledge to foretell what we will truly program that’s one step forward of the curve.
The first half is contextual. When Dota Auto Chess got here to us with a marketing campaign, your first response is, “Why not just run campaigns on channels that already do auto chess?” But there’s not that lots of them.
So now we have to determine who’s going to begin creating content material round auto chess who doesn’t usually create it.
For instance, auto chess got here from the MOBA communities like League of Legends, and since I used to be an enormous shopper of these sorts of video games, I may see individuals in my neighborhood had been actually concerned with auto chess though it appeared completely different.
From there, you’d know as auto chess turns into extra widespread and will get extra visibility which individuals will create extra content material.
The different a part of that is data-driven. In phrases of how we may use Tubular to get a head begin on what channels may match right into a development that may not be so apparent, we will take a look at viewers overlap.
If I had been to take a look at a League of Legends channel, there’s in all probability numerous overlap with an enormous auto chess or group battle techniques channel.
From that, you may see perhaps if this Legends expertise uploads an auto chess video that may not be as bizarre as a match, regardless of being a distinct recreation – as a result of from a knowledge level, you may see persons are consuming this content material already.
Did you realize that Gaming receives the most-sponsored views throughout all genres on YouTube? Learn extra about the opportunites for creators and types on this rising area in our market snapshot.