suzie reider, head of advertising sales youtube/google display network

Wednesday, February 9, 2011

Suzie ReiderHead of Advertising YouTube


so why did I come to google | youtube?

clearly behavior has changed




traditional advertising alone no longer works




traditional advertising alone no longer works effective brand marketing is now about content





creating content





creating contentassociating your brand with existing, relevant content


but some content leaves you guessing...


but what does it have to do with the brand?


but what does it have to do with the brand?

ambiguity is fun but not very actionable


and some campaigns have no tangible extensions...


and some campaigns have no tangible extensions...

and some campaigns have dubious target audiences...


successful campaigns are rewarding.


provoking the audience to think, to laugh, to cry, to get angry, to get off their ass and do something.

successful campaigns are rewarding.


great content + personalizationNike, Write the Future


7.8 millions views in first week21 million views since May

launched in 14 countries simultaneously on YouTube



7.8 millions views in first week21 million views since May

launched in 14 countries simultaneously on YouTube

by tapping into the passion of the world cup and allowing the audience

to participate, Nike trumped traditional sponsorship



use YouTube celebritiessuccessful campaigns


use YouTube celebritiessuccessful campaigns

relevant, real endorsement


“Best Mystery Guitar Man vid ever!_would watch_ advertisements/commercials if you were in more of them! hope garnier paid you something for using their gel. After all it will be a million people buying their gel to_ get a hair like that.”

1,301,185 views for first video on home page

5.3 million views across 3 custom videos

YouTube celebrity Mystery Guitar Man

Garnier Fructis Survival Style


exploit Google technologysuccessful campaigns


global live streaming of the red carpet premiere in 18 countries, 8 languages

on Youtube, MySpace and Facebook

637,884 live streams

average view time: 8 minutes


extend the experiencesuccessful campaigns


extend the experiencesuccessful campaigns

using video live streaming to let everyone listen, learn, laugh, play and join in


Arcade Fire’s Wilderness Downtown


http://www.youtube.com/watch?v=N9wWQGZyPoU


Arcade Fire’s Wilderness Downtownwith open web technologies: HTML 5 video, audio and canvas

revolutionized music videos




ePrint Live! is an Improv Variety Show on YouTube in which consumers send suggestions for skits by emailing an HP printer on set. The Upright Citizens Brigade, moderated by Rob Riggle bring the ideas to life through original comedy.!The program effectively engages the audience in real time while demonstrating the benefits of HP’s new ePrint functionality. The program also utilizes two YouTube stars to build buzz for the program with their existing fan bases.

ePrint Live

Run Date: January 18-31Live event: January 21Video views: 3 million+ePrint Live submissions: 4700


suzie reider, head of advertising sales youtube/google display network

Technology

week21 million

youtube celebritiessuccessful

eprint live

8 millions

traditional

tangible extensions

successful

experiencesuccessful