podpora kampaně s youtubery (petra brodilová, google)
TRANSCRIPT
![Page 1: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/1.jpg)
Confidential & Proprietary
Confidential & Proprietary
Podpora kampaně s youtubery Petra Brodilová, Google
![Page 2: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/2.jpg)
Confidential & Proprietary
Jak se dělá marketing na YouTube kdekoliv
ŠKÁLA PŘÍBĚH MĚŘENÍ
![Page 3: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/3.jpg)
Confidential & Proprietary
PŘÍBĚH
![Page 4: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/4.jpg)
Confidential & Proprietary
Evoluce spolupráce s youtubery
![Page 5: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/5.jpg)
Confidential & Proprietary
Evoluce spolupráce s youtubery
Míra zapojení youtubera
Zásah
![Page 6: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/6.jpg)
Confidential & Proprietary
Evoluce spolupráce s youtubery
Míra zapojení youtubera
Zásah
![Page 7: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/7.jpg)
Confidential & Proprietary
Evoluce spolupráce s youtubery
Míra zapojení youtubera
Zásah
Mediální podpora
![Page 9: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/9.jpg)
Confidential & Proprietary
Podpora videa youtubera ve vyhledávání nebo v doporučených videích
Formát▪ Trueview Indisplay
Cílení ▪ Kontext ve vyhledávání a u
videoobsahuCena▪ CPV: 0,5-5 Kč
![Page 10: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/10.jpg)
Confidential & Proprietary
Podpora videa youtubera ve vyhledávání nebo v doporučených videích
![Page 11: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/11.jpg)
Confidential & Proprietary
![Page 12: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/12.jpg)
Confidential & Proprietary
2. Dohodnutá spolupráce
![Page 13: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/13.jpg)
Confidential & Proprietary
Zvýšení zásahu dohodnuté spolupráce
Formát▪ Trueview Indisplay
▪ Trueview InstreamCílení ▪ Remarketing
▪ Afinitní a In Market publika
▪ Další relevantní YouTube kanályCena▪ CPV: 0,2-5 Kč
![Page 14: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/14.jpg)
Confidential & Proprietary
3. Komplexní kampaň
CASE STUDY
![Page 15: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/15.jpg)
We worked with our client TK helping them integrate with YouTube creators, harnessing their digital footprint amongst younger target audiences.
SELECTED YOUTUBE STARS (wireinander.tk.de)
LeFloid: > 2Mio. Follower (news)
Unge: > 1Mio. Follower (gaming)
Julien Bam: > 0.6 Mio. Follower (dance)
GarNichz: >110k Follower (video blogger)
• website traffic increased from 2M to 6M visits/months• YouTube Subscribers increased by more than 200%• Twitter Follower increased by more than 100%• Online gross reach: over 300M views• Last but not Least: more than 2.000 videos were published under the hashtag #wireinander
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AWARENESS CONSIDERATION EXPLORATION PURCHASE
Consumers will like us. Consumers will want us. Consumers will prefer us. Consumers will commit to us.
#WIREINANDER
✓inform & convert
STAR
Campaign microsites for the four key target audiences
DISPLAY
STAR STAR
STAR
YouTube channel of TK
STAR SEARCH
campaign platform
![Page 18: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/18.jpg)
Confidential & Proprietary
+ síla teaseru (Instagram)
![Page 19: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/19.jpg)
Confidential & Proprietary
MĚŘENÍ
![Page 20: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/20.jpg)
Confidential & Proprietary
Google Preferred delivers brand results
Source: Google Brand Lift Meta Analysis, Oct 2014 – Jan 2015
With Google Preferred, brands got:
80.0%INCREASEin Ad Recall94% of campaigns saw lift
17.4%INCREASEin awareness
63% of campaigns saw lift
Hannah Hart, Comedy 1,800,795 Subscribers
![Page 22: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/22.jpg)
Google Confidential and Proprietary
1 Billion / 40 % / 100 hours 1 Billion / 50 % / 300 hours
Maja
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Google Confidential and Proprietary
YouTube in the Czech Republic, Slovakia and Hungary
Google Confidential and Proprietary
5,6Mmonthly
users
2,6Mmonthly
users
>500Mmonthly
views
>1Bmonthly
views
>1Bmonthly
views
Maja
Source: YouTube internal data
>2,5Mmonthly
users
![Page 24: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/24.jpg)
Google Confidential and Proprietary
YouTube is not only used by majority of the younger and middle-aged population, but by big part of the older generation as well
Source: ČSÚ, TNS YouTube profiling (06/2014), YouTube internal data
Monthly viewership of YouTube within the population(percentage of population)
15 - 24 25 - 34 35 -44 45 - 54 55+
1.1M 1.5M 1.7M 1.7M 2.8MSize of the population
Viewership within the
population
100%
96% 88%80%
67%
22%
Maja
![Page 25: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/25.jpg)
Google Confidential and Proprietary
At least once a week, YouTube is used by70% of the users in all age groups
Source: ČSÚ, TNS YouTube profiling (06/2014), YouTube internal data
Frequency of YouTube visits by age groups(percentage of YouTube users) daily
weeklyless often
15 - 24 25 - 34 35 -44 45+
72%
40% 26%
22%
46%
38%41%
43%
16% 19%31%
Maja
![Page 26: Podpora kampaně s youtubery (Petra Brodilová, Google)](https://reader031.vdocuments.mx/reader031/viewer/2022030313/58a7f8b81a28abfa488b563b/html5/thumbnails/26.jpg)
Source: Digital Star Popularity Grows Versus Mainstream Celebrities by Susanne Alt, July 23, 2015,http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/
Digital celebrity influence growsJanek