youtube - helping agencies and advertisers to build brands in portugal
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Google
A NEW Normal
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Google
Generation C
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Curation
Connection
Creation
Community
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They want toP RTICIP TE
& CHOOSE
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Video remains the most potentway to engage audiences at scale
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What Makes Video
the most Powerful
form of
Advertising ?
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!""#$% '"()*%(+,$ ,(* -."/.0Google Con ! de
The power of
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!""#$% '"()*%(+,$ ,(* -."/.0Google Con ! de
The power of sound,
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!""#$% '"()*%(+,$ ,(* -."/.0Google Con ! de
The power of sound, sight,
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!""#$% '"()*%(+,$ ,(* -."/.0Google Con ! de
The power of sound, sight,
and motio
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YouTube moves peMoves people
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Move people to choose your brand
Through…
Audience Connect Engagem
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Audience
Generation C in Portugal
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Google Google Con ! de
44%
Generation C in Portugal is slightly younger, online dailymore active than non-users
are between18 and 34 years
79% are online daily
Source: YouTube Global Audience Study, IPSOS 2013
54%
use a smartphon
share or re-share
post a comment oblog, forum or m
63%
45%
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Google Google Con ! de
Gen C users are valuable consumersmore likely to buy electrogadgets, or other devices
more likely to buy / downmusic, movies, or books
more likely to buy apps fosmartphone or tablet
3.1x
4.4x
8.0x
Source: YouTube Global Audience Study, IPSOS 2013
more likely to watch moviin theaters
1.6x
2.8x
more likely to dine out in r
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Google Google Con ! de
YouTube is the first place most users go to watch vi
TOP REASONS FOR USING YOUTUBE
94%
67%
66%
Entertainment
Social / Sharing
Learn / Keep up-to-date
75% say that YouTube is the 1st place to go for online videos42% say that YouTube is place for high quality channels
Source: YouTube Global Audience Study, IPSOS 2013
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ConnectExpress yourbrand in the most
compelling way
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Google Google Con ! de
Choose the formatof your ad
Create & upload avideo ad
Reach youraudience & only
pay for real views
Gre
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TRUEVIEW IN-STREAM
TRUEVIEW IN SEARCH TRUEVIEW
The Trueview Family
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TRUEVIEW IN-STREAM TRUEVIEW IN SEARCH TRUEVIEW
The Trueview Family
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Half the money I spend onadvertising is wasted; thetrouble is, I don’t know whhalf.
“ John W
“
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Source: Yume & IPG media lab 2011 (US data), Doubleclick 2011 (UK data)
of TV impressionsare ignored63 %
of Video adare abandon53 %
Almost half of all ads are not watched
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!"#$%&' )*# +"#$%&'
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,"-'
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Revolutionising video advertisinPeople choose which ads they want to see.If they are not interested, they can simply skip it.And you are only charged for what they choose to
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!"#$%&'
".' /"-'
)*# +"#$%&
".' .*# /"-' TrueView ads have an impact even on users who
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TrueView ads have an impact, even on users whochoose to skip the ad
21%
59%
81%
ControlGroup
TrueView Pre Roll- Skipped -
Standard andTrueView Pre Roll
- Not Skipped -
Advertising recognition All respondens n=1,638Q8a. Do you remember seeing this ad when you watched the TV show on the DVD or the clips on YouTube?
FREE
PAID
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TRUEVIEW IN-STREAM TRUEVIEW IN SEARCH TRUEVIE
The Trueview Family
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81% "3 "4. *,0$2 0(1%.(%1 5"(647/+"( 61,.16 8019 , 6%,.59
Nº 1 Search engine Nº 2 Search
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Google Google Con ! de
TrueView In-Search The Power of Search brought to V
Overview• People see your ad as they are searching
for relevant videos and can choose toclick on it and watch it.
• Increases video view count, improvesorganic placement of videos
• Remarketing available
Creative assets• Video, no max length
Placement• YouTube Search Page
Pricing Model• Auction (CPC – Cost per click)
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TRUEVIEW IN-STREAM
The Trueview Family
TRUEVIEW IN SEARCH TRUEVIEW
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Google Google Con ! de
TrueView In-Display Reach your audience while theydiscover new content
Overview•
People see your ad as they are navigatingthrough YouTube or the GDN looking forcontent related to their passions
• Increases video view count, improvesorganic placement of videos
• Remarketing available
Creative assets• Video, no max length
Placement• YouTube Watch Page, Homepage and
GDN
Pricing Model• Auction (CPC – Cost per click)
Promote once promote everywhere
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Promote once , promote everywhere
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EngagementDeepen connectionsthrough participation
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Video in TV vs. Internet
Which user do you think is more
g g d?
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Google Google Con ! de
YouTube offers a more engaged environment
Source: OTX GM/Motorola Study, Biometrics data measured: Heart rate, Physical movement, Respiratory rate, Skin conductance
TV respondents were watching In Plain Sight a US FBI drama. Web respondents were surfing on YouTube
Time Sec
I n t e
n s
i t y
( a t t e n
t i o n
)
X higherattentionlevels
Amplify your message through advocates
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Amplify your message through advocates in ! uencers
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SUCCESS STRATEGY:Campofrío
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SUCCESS STRATEGY:pisos.com
34% View-Throug
Higher than averagrates
+2000 conversion
Lower Cost per Cotraditional Search
Build a direct relationship with your
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Build a direct relationship with your
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SUCCESS STRATEGY
«Casi todas las sencontramos un que nos hace repnueva posibilidahabía ocurrido».
St
Understand how your audience really r
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y y
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:;( "4?4@% 9,6
@%5"7% 19% 7"61 .,/0*$2 #."80(#3".5% 0( 947,( 9061".2 AB
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THANKS