youtube by google

Google Confidential and Proprietary

Pascal-Xavier Van de GoorAgency Development Manager @ Google

15th of May 2014

Video is highly visual and provides a rich, engaging experience1


Video USP at a glance

It allows huge scope for creativity2

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It’s a natural fit with traditional media4

There is a massive audience online offering incredible reach

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Social: Creating, Sharing Interacting

Video is Social

- After watching a video, 30% of users will share it

- 700+ YouTube videos are shared via Twitter per minute

- 500 Years of YouTube video is consumed on Facebook per day

- 100M comment, share, or like videos each week

- www.onehourpersecond.com

http://www.onehourpersecond.com/


YouTube USP at a glance

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# 1 video platform with unparalleled reach globally

Perfect balance of traditional and niche content

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Variety of formats which deliver increased ad effectiveness and engagement

Complements offline media campaigns

Online audience allows precision targeting

Measurement: YouTube Analytics


YouTube around the world

#1 Online video site

#2 Largest search engine (behind Google)

#3 Largest site

4B+ Video views per day

Hours of video uploaded every minute60


Agenda

Key Takeaways

YouTube in Belgium

Targeting

Ad Formats

Impact

Creative Optimization tips

Google Confidential and ProprietaryGoogle Confidential and

Proprietary

Youtube in Belgium


Path to Purchase

Audience engagement

Interest category / similar users targeting

Intent interest, remarketing

Display + search

Social display

Contextual targeting

Awareness

Interest

Consideration

Purchase

Customer purchase funnel Google features


Audience engagement

Interest category / similar users targeting

Intent interest, remarketing

Display + search

Social display

Contextual targeting

Awareness

Interest

Consideration

Purchase

Customer purchase funnel Google features


YouTube reaches a diverse audience in BE

Source: Yume & IPG media lab 2011 (US data), Doubleclick 2011 (UK data)

of TV impressions are ignored63%

of Video ads are abandoned 47%

Almost half of all ads are not watched

Watched Not watched

Watched and paid

Not watched and not paid


Free partial views when users skip

1,250,000 views

Viewed to 100%

367,647 views

Free partial views when users skip prior to 30 seconds

Charged at £0.04 CPV

220,558 views

0

367,647 views

Viewed 25% - 49%

5,147,059 views

Viewed <25% andAt least 5 seconds

Incremental view data used here is for representation only

Viewed 50% - 74%

Viewed 75% - 99%

Source: Google Brand Impact of TrueView Meta Analysis,, measuring 18 TrueView campaign October 2012

When we factor in brand uplift from partial views, TrueView is 3X more cost effective than standard Pre Roll


Trueview gives users choice

An invitation to connectPeople can decide to watch your ad or simply skip it


And gives the advertisers the control

Only pay for viewsYou are only charged if a user watches your ad in full or at least 30 sec.


At a reasonable cost

Average CPM YouTube

€8 AverageView Rate

17%Average CPM TV

€20.09


CPM overview all media

Source: http://www.mm.be/sites/default/files/public/Cost%20advertising%202012.pdf


YouTube has comparable reach to TV

Source : Metrixlab, research study November 2011 – 2000 Interviews T 15-54


Uncluttered Advertising Space

Composition of time spent watching videoSource: ComScore Video Metrix UK, Nov 2010, Pre Roll advertising only


Targeting


Targeting

Placements

Keywords

Topics

Interest

Affinity

CPV Reach


Ad Formats


How to reach your consumers?

True View Pre Rolls

Forced Pre Rolls

Mastheads

In Search - Promoted Video

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Youtube Channel5


YouTube Formats


Types of YouTube Page


In-Search


In-Display


TrueView In-Stream


YouTube Ad Formats


Brand Channel


YouTube Masthead


YouTube Masthead creatives


Masthead: 2.3M Imp, 100% SOV for 1 day


When to Use What?

True View Pre Rolls • Engaging creative available• Logo/Main Message in first five seconds• Clear call to action• < 7500 euro

Forced Pre Rolls • High quality creative available• Client wants to target -18• > 7500 euro

Youtube In Search • Long, informative creative• Push for viral campaigns

Masthead • Great reach• New product launch• One day event• Live streams

Channel • Ongoing Content Creation• Customer Retention• Communicate with your customers• Brand Experience


What’s the impact?


TrueView drives relevant searches on YouTube

Trueview Behavioral Impact, behavioral lift research, Millward Brown Digital, january 2014


TrueView drives relevant searches on search engines



TrueView drives site visits for advertisers



What after the engagement?

Campaign 1: TrueView In-StreamNo targeting – let viewers consider your brand and choose to view

Skips your ad

[UNENGAGED]

Campaign 2: RemarketingRe-engage users with appropriate messaging or exclude

Watches your skippable ad(AND subscribes or likes your brand)

[ADVOCATES]

Watches your skippable ad

[PROSPECTS]

Remarket with CRM and loyalty schemes messaging

Remarket using standard messaging

Remarket with offers, or exclude this group

By giving users a choice to view or skip, TrueView helps you build a loyal base of truly engaged users


Reach users who are interested in your products & services

Remarket to viewers of your channel

Remarket to viewers of your videos

Remarket to viewers of your ads

Remarket to viewers of your site

Negatively Remarket for reach


Creative optimization tips


http://youtu.be/WO_YWud1_CE


Key Takeaways

Positively impacts brand interests

Youtube Ads are Completely Transparent

Youtube Ads are Flexible

High User Engagement: Lean Back vs Lean Forward

Only Pay for Actual Views

Remarketing Possiblilities

Delivers relevant online behaviors for advertisers

WHY ONLINE VIDEO ?

CONTROLLED MEASURABLE TRANSPARENT

IT’S EVERYTHING YOU LOVE ABOUT DIGITAL

SIGHT,

SOUND

& MOTION OF VIDEO

WITH THE

Thank You

youtube by google

Marketing