youtube iof conf

Activating Your YouTube AudienceFintan GillespieIndustry Manager – [email protected]

“Fintan Gillespie”

YouTube Confidential and Proprietary


Why Online Video?


5%Video18%

8%

5%Video is the biggest growth driverof Mobile Internet Traffic 18%of Mobile Internet Traffic

69%

2008 2009 2010E 2011E 2012E 2013E 2014E

YouTube Confidential and ProprietarySource: Mary Meeker / Morgan Stanley Global Internet report 2010Video Web/Data P2P VoIP

Because your customers are watching it in the UK

Each month in the UK

35 Million people watch online videos

85 % reach of the online population

6 Billion videos are being watched

17 hours of online video per person

YouTube Confidential and ProprietarySource: ComsCore Nov 2010, eMarketer Dec 2010, Cisco 2009

Because Engaging ContentBecause Engaging Content Appeals to Our EmotionsE ti l St t i P k A tiEmotional Strategies Provoke Action

YouTube Confidential and ProprietarySource: IPA Data Mine 2007

Because it works on all devices


Why YouTube?


YouTube is the

fNr 1 destination for video

Over 3 billion video watched dailyvideo watched daily

48 hours of content48 hours of content uploaded every minute

Over 500 million monthly users


monthly users

YouTube is the natural place for your video content

Easy discoveryIndexed by Google and YouTube

search to promote discoveryFree and openUsers want to find and see your videos. YouTube doesn’t require users to have a login to watch

search to promote discoveryEasy distribution

Easy distribution and sharing options across social networks,

embedded sites etc.g

Centralised hostingCreative options for channels and video organisation

Effective marketingEffective advertising and promotional programmesand video organisation

Centralised reportingFull reporting suite for all views and

interactions available free in YouTube Insight

promotional programmes


YouTube Insight

YouTube videos reach more people than any other video provider in the UK

30

other video provider in the UK

30 Million monthly unique viewers of YouTube videos

84 % reach of all online video viewers

4.7 hours are spent watching YouTube videos per viewer per month

92 id t h d i92 videos watched per viewer per month

4.4 3.9 3.2 2.9 2.8

YouTube BBC IPlayer ITV Sites (incl. player) Dailymotion Sky Sites (incl. player) Channel4 (incl player)

S C S UK D 2010

Unique video viewers (in millions)


Source: ComScore UK, Dec 2010Please note: ComScore measures the actual streaming activity taking place within YouTube’s video players, this also includes videos embedded outside of YouTube.com (e.g. on Facebook profiles). In comparison, Nielsen only measures Unique Visitors to YouTube, embedded video views are not included.

YouTube is relevant to all demographics

GENDER BREAKDOWN AGE BREAKDOWNSOCIAL BREAKDOWN

13%

13%

Under 18

18 - 24

ABC1C2DE

87% of all YouTube users are over 18!

Male53%

Female47%

19%

28%

25 - 34

35 - 49

ABC161%

C2DE39%

27%50+

YouTube Confidential and ProprietarySource: Nielsen UK, Nov 2010 , % by Unique Users (18.5M)

Cross platform viewing already accounts for

35% of TV35% of TV consumption

YouTube Confidential and ProprietarySource: Comscore December 2009

Youtube Provides Additional ReachTarget Audience: 15-34 year olds Client: CadburyBudget Mix: YouTube 4% , TV 96%

23.7% additionalYouTube reach

34.5% reachTelevision46.1% reach

YouTube Confidential and ProprietaryYouTube Ad Format: Promoted VideosSource: UK Media Efficiency Panel 2010

Light TV viewers are online

60

Daily Reachf li ht TV i (l th 16h f TV k)

40

50

Breakfast Coffee Daytime Pre Peak Early Peak Late Peak Post Peak

of light TV viewers (less than 16hrs of TV per week)

30

40

h in

%

20

Dai

ly re

ach

0

10 Online

TV

6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5 am

Time of Day

YouTube Confidential and ProprietarySource: YouTube Media Consumption Study Light TV Viewers = 0-16 hrs TV per week, n=213

YouTube is part of your social conversation

More than 400 tweets per minute contain a YouTube link, and over 150 years worth of YouTube video is watched on Facebook every day!and over 150 years worth of YouTube video is watched on Facebook every day!

YouTube Confidential and ProprietarySource: YouTube Blog, Jan 2011, global

YouTube for Non-Profits Program


Youtube for Non-Profits Benefits

Youtube Channel Upgradepg

Call-To-Action Overlay

Custom Thumbnails

External Annotations

U 1 Mi Vid U l dUp to 15 Minute Video Uploads

Videos Featured on PlatformVideos Featured on Platform


18

The YouTube Non-Profit Channel

OVERVIEW

• Branded image map banner can link to various parts of your website.

• Videos Can be up to 15 minutes in Length

OVERVIEW

p g• Featured Video Autoplays at Start.• Vanity Url

Youtube.com/OxfamGreatBritain

Youtube.com/FriendsoftheEarth

UK EXAMPLES

Youtube.com/user/WaterAid

Youtube.com/missingpeople


YouTube Watch Page – Call to Action Overlays

OVERVIEW

• Give your videos extra interactivity with Call to Action Overlays

O l i th id

OVERVIEW

• Overlays appear in the video as a pop up hyperlink with your text

• Use Call to Action Overlays to click through to your Brand Channel, Donation Page or other Social Media

BEST PRACTICE

Donation Page or other Social Media Platforms.

• Deeplink Annotations to donation pages specific to the video’s content


External Annotations – Perfect for Direct Response

OVERVIEW

• You can add video annotations to any video, in any place on the screen, at any time during the videoF fit t ti h th bilit

OVERVIEW

• For nonprofits, annotations have the ability to link to an external site

• Annotations appear on embedded videos• To add an annotation, go to “My Account,”

then “Edit Video” and select the “Annotations” tab at the top of the page

• Use External Annotations to drive

BEST PRACTICE

online donations or engagement with other Social Media Platforms.


Case Study: Beatbullying, Over 2 Million Views


22

Building Your Youtube Presence


Getting Started – Video Creationg

BEST PRACTICES

Keep it ShortThe average length of a video watched on YouTube is 3.8minFor the best user engagement, make your video less than 5 minvideo less than 5 min.

Give Camera to VolunteersEncourage volunteers to record video blogs and realtime updates from the field.g pEg: Oxfam

React FastHave emergency protocols in place and

l d t t t hupload content as events happen.

Partner UpFind other organisations on YouTube who

l t i i d kcomplement your mission and work together to promote each other. Eg: ShowRacismTheRedCard


Be Creative - Customise Your Channel

DESCRIPTION

Your Channel is the home for yourYour Channel is the home for your videos on Youtube. Take some time to get the look and feel right.

Make PlaylistsOrganise your Videos into Playlists,

BEST PRACTICES

Organise your Videos into Playlists, select Favourite Videos. Eg: Oxfam

Choose Top VideoChoose your top video wisely and update this video regularly to keep it fresh.

Utili Y H dUtilise Your HeaderAdd Banners, Backgrounds and Embedded HTML links in your header to drive views across your other online portals Eg: AmnestyInternational


portals. Eg: AmnestyInternational

Build a Community around your Channel

BEST PRACTICES

Direct DialogueMake Videos that create a dialogue about your work and what you’re trying to achieve. Eg: itgetsbetterproject

Tell Serial StoriesEngage viewers with a series of videos around a specific theme to encourage subscriptions. Eg: WaterAid Glastonburysubscriptions. Eg: WaterAid Glastonbury

Respond to Current EventsAddress relevant news stories by posting videos that explain your position.

Create Thank You VideosThank those who donate with via embedded videos in emails and thank you pages Eg: Concern Worldwidepages. Eg: Concern Worldwide

Use EndorsementsWhether they’re from celebrities or people you’ve had an effect on. Eg: BeatBullying


Network and Distribute

BEST PRACTICES

Tag and Title WellYoutube is the second largest search engine. Tag and title your video with relevant keywords to make it findable on Youtube.

EmbedBroadcast your videos by embedding them on your website and other digital platforms

Click “Subscribe”Subscribe to other Non-Profit Channels to stay up to date on their content. They may return the favour

Engage and InteractDraw attention to your work by interacting with both allies and adversaries on Youtube

Make Web Traffic a Two-Way StreetUse the Channel Masthead to drive users back to your website and link to your Youtube Channel from your website.


Eg: ActionAid Blog

Keep a consistent brand message across all your online platforms & adapt to ongoing marketing initiativesplatforms & adapt to ongoing marketing initiatives

Make sure the branding and design of your channel is aligned with your official brand positioning or campaign themeis aligned with your official brand positioning or campaign theme.

YouTubeWebsite facebookYouTubeWebsite facebook


Think outside the boxUse the full YouTube potential.

Be creative and find new ways of engaging your viewers!


C t Eff ti Y t b AdCost-Effective Youtube AdsWhat are commercial advertisers using on Youtube


YouTube Search Page - Promoted Videos

• Promoted Videos

AD FORMATS

Promoted Videos • Can also run on a watch page

OVERVIEW

• Be there when users are searching, browsing, discovering, looking for new content

• YouTube is the #2 search engine globally

• Drives video views at scale

• Drives participation in engagement programs (contests)

• Improves organic placement of videos• Improves organic placement of videos

• Low CPCs

TARGETING

Keyword targeting

AD SPECS

External ad specs here


External ad specs here

Skippable Pre Roll – An Industry Firstpp y

Skippables are 75% More Engaging than Prerolls.

With Skippable Pre Roll ads you only payWith Skippable Pre Roll ads you only pay for what you care most, people actually watching your ads.

Advertisers are only charged when:Advertisers are only charged when:

• viewer choose to see the ad completely (ad is less than 30”)

• after 30” (if ad is longer)

• viewer clicks the ad ( or whichever comes first)( or whichever comes first)

YouTube Confidential and ProprietarySource: Doublecklick Benchmark Report. 2009

Final Note…Measure success and analyze your viewersanalyze your viewers

YouTube Insights Google Analytics

Google Confidential and Proprietary 33

Thank You!Youtube.co.uk/nonprofits

[email protected]



youtube iof conf

Technology