google & youtube advertising solutions

Google Confidential and Proprietary

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Google & YouTube Advertising Solutions

Suzanne SpenceDisplay Specialist

Christy ScottAgency Lead


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Agenda

1 Getting Creative with Google Search

2 Reaching the right audience: scale with precision and control.

3 The coolest things done on YouTube

4 Working with you to innovate.


Search Is a Core Behavior

3Google Confidential and Proprietary


Searches occur year round


Search provides consumer insights


Product launches and offline advertising increase search volume

Google Confidential and Proprietary 7

Google’s Paid Search Offering: AdWords

Top sponsored ads: Up to 3 listings

Side sponsored ads: Up to 8 listings

Sponsored “Paid” Advertising• Advertisers can bid on these positions

You can’t pay for a specific placement… so how is ad rank determined?


A Closer Look at the Ad Auction

Ad Position is determined by...

Ad rank… which denotes

ad position=

Relevance

Quality Score is determined by a combination of factors, including:

• Click-through-rate on Google.com (clicks divided by impressions)

• Keyword and ad text relevance

• Landing page quality

Quality Score X

Willingness to pay

Max CPC is the highest $ amount an advertiser is willing to pay for one click on their ad

Max CPC


What terms should a car insurance provider target?

cheap Geico car insurance SUV insurance

car insurance great rate insurance

good finances

driving safety

cars

Narrow Broader/generic

Google: Keyword Advertising

1. Advertisers select relevant keywords

2. Users search on those keywords

3. Google ranks ads (ad auction)

4. Winning ads appears

5. Marketer only pays when ad is clicked


Marketers Are Using Search Throughout the Buying Process

Associate with consumer lifestyleNeutrogena increases awareness of its product to target buyers… golfers

“golf” Neutrogena



“Jason Reitman” HP Project Direct

Capitalize on celebrity spokespeopleHP generated brand association between its “Project Direct” film competition and filmmaker Jason Reitman, driving users to YouTube



Source: Enquiro Search Solutions, Inc., July 2007.

In a recent study, when Honda appeared in both paid and organic top search results:

• Purchase intent up 8% points

• 16% points less likely to purchase brands not on the search results page

Getting into the consideration setPaid search drives purchase intent for hybrids

“fuel efficient car” Honda



Source: AvenueA/RazorFish, July 2007; Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006.

Search is most cost-efficient channel

• CPAs for search are the lowest of any media channel (12% the cost of direct mail)

Driving Sales54% of consumers who research purchases online start at a search engine

“think pad laptop” Lenovo


Search provides creative insights

Nothing compares to TELUSTELUS Promises To Go The Extra MileTo Make You Happy! Learn More

Compare at TELUSGet a new phone at a great rateCheck out our special offers now!

Compare Cell PhonesGreat Coverage & Competitive RatesShop New Phones at TELUS Today

1.9% Clicks

5.2% Clicks

3.1% Clicks


Measure Your Search and Online Advertising through Google Analytics


Your Own AgencyToolkit

google.com/agencytoolkit


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Agenda

1 Getting Creative with the Google Search & Content Network.





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Our advertising solutions are three fold

YouTubeGoogle

92% reach to Canadians

#1 Search site in Canada

23.3M Canadian UVs to Google/month

#1 entertainment site 17M UVs / month

70.3% reach Canadiansonline

YouTubeContent PartnersSearch & Web Utilities

Google Reaches over 99% of Canadians Online EVERY DAY (23.9M)

Source: comScore Media Metrix, Jan 2009

Google has an Ad Network. A very very large one.


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Source: TNS Dollars Spent, May 2008, IAB Canada 2008 online spending projection. Page Views: comScore Media Metrix, May 2008.

Canadian Online Display Advertising Spend

28% 10%6%All Other Sites

56%

…but 44% of display dollars are allocated to them

2.3% of page views are served by top three sites

All Other Sites97.8%

Canadian Page Views

Follow The Audience


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Leveraging Premium through Niche content

Note: Data represents Google Search and Content Network, including Google properties. Canadian Data.Sources: comScore Media Metrix (July 2008); comScore custom analysis (February 2007), *Total unduplicated reach of Google Sites and Google Ad Network combined, February 2007

Flexible site placement;

targeting options

#1 Online Advertising Network

92% reach of Canadian Internet users (22.1M)

Mass Media Partners

Niche Media Partners


Contextual Targeting for Relevance & Scale

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USE WHEN:•Achieve massive, network-wide reach•Speak to potential customers in the moment•Total addressable market is large, and dispersed across the web

Context + Placement

Placement

Context


Placement Targeting: Keeping Amateur Astronomers Warm

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The “Amateur Astronomer” Pack

Placement Targeting

BEST PRACTICES:1.Choose sites with a high composition of your audience to stay targeted (ads not contextual)2.Group related sites together and optimize creative for each audience


Do Both to Pinpoint Your Audience

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You want to reach those reading about… But only on these sites…

Context + Placement

USE WHEN:•You want to control where your ad appears•Have a very specific target audience and you only want to reach them if they care about a given topic•Limited total addressable market


Be targeted and be in control

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PLACEMENTS

(Hand-select sites)

Geography

CONTEXTUAL

(Keywords)

Time

Both

Exclusions (Site & Category)


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Multiple solutions: GCN Blasts = 50 m impressions

Youtube/videoview09


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Agenda






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Google’s advertising solutions

YouTubeGoogle

92% reach to Canadians

#1 Search site in Canada

23.3M Canadian UVs to Google/month

#1 entertainment site 17M UVs / month

70.3% reach Canadiansonline

YouTubeContent PartnersSearch & Web Utilities

Google Reaches over 99% of Canadians Online EVERY DAY (23.9M)

Source: comScore Media Metrix, Jan 2009


YouTube in Canada

CountryYouTube

Unique Monthly Users

YouTube Reach

Canada* 17,024,000 70%United Kingdom

20,608,000 56%

Spain 9,258,000 50%

Germany 18,428,000 48%

United States 81,000,000 42%

Italy 9,569,000 45%

France 13,140,000 37%

*ComScore, March 2009**ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009.


Source: ComScore Media Medtrix, February 2009

YouTube Canada audience is mainstream

Profile of Canadian Visitors

• 17M users (70.1% reach)

• 51% male, 49% female*

• 67% are between 18 and 54 years old

• 64% have a HHI $60K+*

• 3 hours and 45 minutes watching per month**


Premium Partners On YouTube

Canadian Brands Who Have Recently Partnered with YouTube.ca

HappySlip

LisaNova

renetto

blamesocietyfilms

derrickcomedy

GoPotatoTV

Blunty3000

Picnicface

Valsartdiary

thewinekone

callmejules24

lonelygirl15

nalts

TheHill88

Daxflame

WilliamSledd

Brookers

MarkDayComedy

VenetianPrincess

theresident

Zipster08

GiR2007

cubefar

Paperlilies

Whatthebuckshow

Danielbeast

spricket24

hymnofone

Expert Village

Zanzibar19

kevjumba

soccerstar4ever

smpfilms

Premium User-Generated Content Partners


YouTube Content Partners

•How to & Style

Fashion Comedy Pets & Animals

Travel & Events

Science & Technology

Sports Music News & PoliticsEntertainment Autos & Vehicles

People & BlogsFilm & AnimationSelect Partner Pack YouTube Stars


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YouTube Advertising Options

Homepage

Premium Content

Search Results

InVideo (new!)

Video

Display (standard IAB sizes)

Placement Options Creative Options

Contest

Sponsorship

Brand Channel

Exclusive Opportunities


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Tipoff – Notable Firsts on YouTube

Slam Dunk breaks new ground on YouTube

First Sports Competition on YouTube

First Co-Branded Program produced entirely in HD

First program to use external annotations

First program to use amplification partners- Chris Bosh, Jalen Rose, Team Flight Brothers- Approx 28,500 subscribers combined

Best Sponsor integration in a Co-Branded Program


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Slam Dunk channel was extremely successful as a content destination

Putting up Big Numbers

Channel Views: 653,167

Subscribers: 2,469- #46 Most Subscribed All Time (Sponsors)- #2 Most Subscribed Auto Program

(Sponsors)

Slam Dunk Channel Video Views: 1,205,579- Total Comments: 1,594- Total Shares: 189- Total Favorites: 1,111

Chris Bosh Launch Video Views: 738,600

Nissan Video Views: 109,561 - The Gift 2 video views: 72,709


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Partner Integration

Amplification Partners added significant exposure to the program

Partner TotalsChannel Views – 142,624Video Views – 351,712

Cboshtv

Channel Views – 45,681 Video Views – 116,597

Jalentv Channel Views – 12,714 Video Views – 73,546

TeamFlightBrothers Channel Views – 84,229Video Views – 161,569

**All data on this slide covers 3/19/09-6/30/09**


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Contest Performance

Submission: 96

Views of Accepted Submissions: 2,016,146 - 1st place, Billy Doran: 501,398 views - 2nd place, Keith K: 82,357 views - 3rd place, MeanDuck: 56,707 views

Comments: 3,323 Favorited: 1,337

There was strong participation and viewership throughout the program


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PR & Blog Pick-upSignificant PR pick-up - True Hoop is the largest NBA blog in the world

** Featured on 3/19/09**


Winner Appearance on ESPN First Take!

• Billy Doran was featured on ESPN’s First Take on Wednesday 7/15, live from ESPN’s Bristol, CT campus:

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Co-Branded Homepage Summary

•Homepage/Video Info:

•US Views: 194,238

•Comments: 221

•Favorited (# of Times): 163

•Ratings: 1,230

•# of Stars: 4 out of 5

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Final Campaign Performance Report

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Partner Watch: Partner Content Partner Watch: Automotive Content


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Search Results Sports: 300x250 Run of Search A18-49: 300x250

Final Campaign Performance Report


Old channel layout

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• This is what brand channels looks like in the old design

• All brand channels will be migrated to the new layout on 7/29/09

• If you would like to migrate before then, click on ‘Edit Channel’ then click ‘Upgrade my channel’


New channel layout

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• This is what our brand channel looks like in the new layout

• All elements of your existing brand channel will be transferred across automatically:o Videoso Custom background imageo Banner & display ado Gadgets

• Most editing is now done in-pageo Options for editing the whole channel are at the top of the pageo Options for editing individual modules are at the top right of each module

• You may need to alter the following (more details in subsequent slides):o Colorso Background imageo Layout of elements

• If you want to revert to your old layout (before 7/29), just click “Revert. I want my old channel back”


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Agenda






High Impact Homepage Placements

Tandem Masthead Masthead

Expandable Masthead

Be First!


Volvo YouTube Homepage Impact• YouTube users who were exposed to the Volvo Homepage ad were:

• 1597% more likely than unexposed YouTube users to view Volvo content on YouTube

• 1095% more likely to visit the Volvo site

• 654% more likely to conduct a Volvo branded query on a search engine


Pre-roll, post-roll, interstitial video ads

Optimize

Measure

New Offerings For Complete Campaign Execution

Plan Ad Planner

Expandables

Channel reservationsGoogle Insights

Context-aware display adsAdWords Display Ad Builder

Interest-based advertisingView-through conversion reporting Early

Beta

Coming

soon Frequency management

Create

Buy & Target

Conversion Optimizer

Website Optimizer

CPA Auto-Optimization

Coming

soon


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3 Things to Remember

1 Someone is searching for you & your competitors: don’t miss the chance to connect with them!

2 Don’t waste beautiful creative on the wrong people: target the right audience

3 Get us in early to brainstorm: big opportunities with video & YouTube in Canada


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Thank you…Questions?

google & youtube advertising solutions

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