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Activating Your YouTube AudienceFintan GillespieIndustry Manager – Googlefintan@google.com
“Fintan Gillespie”
YouTube Confidential and Proprietary
YouTube Confidential and Proprietary
Why Online Video?
YouTube Confidential and Proprietary
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
YouTube Confidential and Proprietary
Why YouTube?
YouTube Confidential and Proprietary
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
YouTube Confidential and Proprietary
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 Confidential and Proprietary
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)
YouTube Confidential and Proprietary
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 Confidential and Proprietary
YouTube Confidential and Proprietary
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
YouTube Confidential and Proprietary
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 Confidential and Proprietary
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
YouTube Confidential and Proprietary
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.
YouTube Confidential and Proprietary
Case Study: Beatbullying, Over 2 Million Views
YouTube Confidential and Proprietary
22
Building Your Youtube Presence
YouTube Confidential and Proprietary
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
YouTube Confidential and Proprietary
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
YouTube Confidential and Proprietary
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
YouTube Confidential and Proprietary
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.
YouTube Confidential and Proprietary
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
YouTube Confidential and Proprietary
Think outside the boxUse the full YouTube potential.
Be creative and find new ways of engaging your viewers!
YouTube Confidential and Proprietary
C t Eff ti Y t b AdCost-Effective Youtube AdsWhat are commercial advertisers using on Youtube
YouTube Confidential and Proprietary
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
YouTube Confidential and Proprietary
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
fintan@google.com
YouTube Confidential and Proprietary
YouTube Confidential and Proprietary
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