grow your brand with youtube

Google Confidential and Proprietary

INTERNAL ONLY | August 2013

YouTube

Radu Stoica Analytical Lead Google Romania


of time spent online is users searching Google

5%

Search is key, but only part of the story


The power of sound, sight & motion

Still one of the most powerful forms of advertising


{Quiz Question}

How many unique users has YouTube in RO? A. 4M B. 5M C. 6M


{Quiz Question}

How many unique users has YouTube in RO? A. 4M B. 5M C. +6.7M without mobile traffic Correct Age + 14, desktop only


The YouTube Ecosystem

Viewers

Partners Advertisers

YouTube


INTERNAL ONLY | August 2013

Mikey Hash - +800.000 subscribers !


{Quiz Question}

How many subscribers has the biggest music channel in Romania ? A. 250k B. 500k C. 1M D. 1.5M


{Quiz Question}

How many subscribers has the biggest music channel in Romania ? A. 250k B. 500k C. 1M D. + 1.7M - Correct

Customers choose relevant ads

Ads break through when users are given a choice

Advertisers pay for engaged views

Good creative is rewarded

CHOICE

Strategy: when consumers choose, advertisers win


Best Targeting Topics/placement/keywords/demo/interest categories/

The value proposition of TrueView

Efficient Never pay for wasted impressions again! Only pay when a user chooses to watch your video

Cross-Platform Appear across all devices including mobile and tablets and both YouTube and the Google Display Network

Social Users can easily interact with, like, and share your video! You receive more “earned” views than you pay for.

Close the loop Users that want to know more about your brand and products can be redirected to your website.

Three ways to promote video via invitation

Options: Choice-Based Ads

TrueView In-Stream (in-stream video) TrueView In-Display (thumbnail video)

Masthead (expandable banner)

TrueView In-Stream Appearing on Watch pages & embedded videos

Variations/Creative Assets •  YouTube Video – no max length •  Optional Companion Banner (300x60)

Targeting •  Interests, Topics, Demographics,

Remarketing, etc.

Pricing •  Auction, CPV (Cost-per-View) •  Advertiser pays after 30 seconds or end

of video, whichever comes first.

TrueView In-Display Now running across YouTube content and Search Network

Overview Clickable thumbnail ads placed to the right of videos on YouTube Search, the YouTube Video Network and GDN Creative Assets •  YouTube Video – no max length Targeting •  Keywords, Interests, Demographics,

Topics, Remarketing Pricing •  Auction, CPC (Cost-per-Click) •  Advertiser pays when viewer clicks on

thumbnail

TrueView Across the Funnel

Driving more awareness, interest, consideration, and purchase

Engaged Video Views

Social & Searches

Interaction & Site Visitation

Conversions

Awareness

Interest

Consideration

Conversion

Higher value

Higher volume

TrueView In-stream can be

used across entire funnel

Affinity Segments

Custom Affinity

Similar Audiences

Re-marketing

Demo

Topic

Targeting Approach

Buy against content that aligns with your brand

Topic Targeting Have your ads only appear against the most relevant subjects that you choose. 1.   1 Million+ channels 2.  Layer Audience targeting on top of

topic targeting to get even more specific

3.  Focus buy on the content where your audience over indexes

Awareness Awareness

Awareness

Reach Similar Audiences

1) Select a remarketing list as an example of your target audience

3) Your original Remarketing list is automatically excluded from your Similar Audiences list

2) Enable Similar Audiences Look-a-like technology lets you to take signals from your GDN remarketing list

Awareness

Consideration

Example: Cross Country Home Services has 18K site visitors, but 77K Similar Users

Retargeting – Cover The Basics

Awareness

Conversions

Client Headline clientURL.com

General guidelines:

- Remarketing should be an always-on, DR-focused aspect of a TrueView strategy

- Benchmark site visitor list size before and after running a TrueView campaign, and assign value to those users

Target both kinds of lists

20 Google confidential

Additional clicks to website

10K EUR YouTube campaign

25% average view thru rate - estimation

FREE!

500-800k. engaged

views + FREE engaged earned views through social or follow-on !

2-3 mil impressions

Key Metrics to Track

Consideration

*Can use data from AdWords for Video to track website traffic uplift through our betas.

Conversions & View-through-conversions

Website traffic uplift*

Website Clicks

Cost-per-views

Views & Follow-on views

Subscriptions

Likes and dislikes

Favorites

Comments

Sharing

Enga

gem

ent

Impressions & Earned Activity

Video Metrics in AdWords for Video: Social Metrics in YouTube Analytics:

YouTube Analytics

Consideration

Report Types Discover Metrics That Matter

Total Shares By Video

Views/Subscribers Trend Traffic Segmentation by Source

Discover Audience Segments

Measure the metrics that matter

Improve effectiveness mid-flight

By understanding what works in near real-time

Results you can trust

Reflecting our best-in-class methodology

Introducing Brand Lift

Brand Lift lets you measure the metrics that matter with results you can trust to improve effectiveness mid-flight


Brand awareness, ad recall, brand interest, consideration,

favorability, and purchase intent

What is Brand Lift?

What we report

How we measure it

Which types of questions will we help answer

Ad recall Brand Awareness Consideration Favorability Purchase Intent

Surveys

Which demo is driving the highest lift in brand awareness?

Brand interest

Organic Search Activity (on Google and on YouTube)

Is my campaign inspiring consumers to search for my brand or products?


Measure the increase in ad recall, brand awareness, consideration, purchase intent*, and favorability* directly attributable to your TrueView campaign

53.3% lift in ad recall

* To start with, only available in the US for surveys in English, with global launch 6 July.

8.2% lift in organic search activity

Measure the increase in brand interest directly attributable to your TrueView or Display campaign

How does Brand Lift work?

Robust methodology, easy implementation and near real-time results

the control group are people who were randomly

selected to see other ads

the exposed group are people who will see your ads

Google technology creates 2 randomized groups

Robust research design

Serve a survey and/or analyze organic searches on Google.com and on YouTube.com to these 2 groups

Tagless implementation

We gather the responses and compute the results

as early as 2+ weeks*

Fast and free results

Online video is not the same as display or search; have realistic metrics 1

Testing and iterating is important; measurement is key to this 2

Don’t rely on just clicks / click conversions, view-through conversions and other metrics are crucial 3

Measurement Takeaways

Take advantage of Brand Lift studies to see the full picture 4

1

2

3

Make relevant or interesting ads that people want to watch (like content)

Spark curiosity in the first 5 seconds to increase view rate (for in-stream)

Shorter is better. Completion rates double for :15s vs :30s. Longer can work if creative is engaging, like movie trailers.

YT Best Practices

Vodoo Video Website: http://voodoovideo.ro/ Contact: Valentin Vacarus [email protected] Tel. 0744.374.155 Kubis Interactive Website: www.kubisinteractive.com Contact: Alina Ivan [email protected] Tel: 0756.169.055 Monday Media www.mondaymedia.ro Contact: Adrian Anton [email protected] Tel. 0730.191.839 Constantinescu Film Website: www.alexandruconstantinescu.com Contact: Alexandru Constantinescu [email protected] Tel. 0736.521.927

Thank You!

grow your brand with youtube

Marketing