Bringing Branded Entertainment Online
Alexandra Levy
Google Confidential and Proprietary

The evolution of branded entertainment
Radio Programs Product Placement Digital Integration
1930s 1940s 1960s 2000 2008
Soap Operas Television Contests
Google Confidential and Proprietary

Bring branded entertainment online
Digital Branded
Offline Branded Online Advertising
Entertainment
Entertainment
Compelling Branded Content
Proven Medium Robust Reporting
Unparalleled Distribution & Targeting Capabilities
Compelling Content Massive Reach
Extensive Measurement Precise Targeting
Integrated Advertising
Google Confidential and Proprietary

Our Mission
To utilize the largest online video community and the
most expansive distribution network on the web,
bringing quality content, an engaged audience and
unparalleled scale to branded programming
Google Confidential and Proprietary

Our Foundation: Connecting users, advertisers & programming
Users
Advertisers Programming
Google Confidential and Proprietary

Three principles of Google Branded Entertainment
cept
on: Develop the Con paign
1. Destinati ainment cam
entert
Create your branded
ind
with the platform in m
rable
tion: Make it Discove
2. Distribu the largest
ng on
Utilize precise targeti rk online
nt distribution netwo
entertainme
re the
ccountability: Measu
3. A
Results to measure
o views
yond clicks and vide
Go be
r audience
ngagement with you
e
Google Confidential and Proprietary

1. Destination: Develop the concept
Google Confidential and Proprietary

Start with the content
Associate Integrate Co-Create
Combine existing Work hand-in-hand
Simple and content with strategic with a sponsor to
salient advertiser and creative develop customized
sponsorship of placements from a content from the
your existing sponsor conception to the
content
execution
“Forward-thinking brands and agencies are beginning to recognize that
they can work with content producers early on in the development
process to create entertainment that better engages their communities”
- Shahnaz Mahmud, AdWeek
Google Confidential and Proprietary

Utilize the most powerful online video destination
Videos uploaded to YouTube consistently get more
views than any other site, regardless of category
Views: 1,732,579
Views: 8,923,948
Views: 2,380,522
Google Confidential and Proprietary
Source: TubeMogul Report, June 2008

Leverage the engaged community
I wrote a song
and entered it
I rate videos
into a contest
and share them
with friends
I just
uploaded a
response to
a videogame
review
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Develop custom ideas to maximize interaction
Samsung Instinct: Follow Your Instinct Burger King Overdub Tool
Google Confidential and Proprietary

2. Distribution: Make it discoverable
Google Confidential and Proprietary

Distribute your content with the largest network online
“We’re going to be wherever the user wants us to be.”
- Scott Mavens, Director of Business and Audience Development, Portfolio.com
The Google Network
YouTube
• Reach over 80% Internet Users
• #1 Entertainment site on the web
• 4.3 Billion Daily Page-Views
• 70.1 Million Monthly Visitors
• 705 Million Monthly Visitors
• 4.4 Billion Pageview per month
• Thousands of Publishers
• 6th Largest Internet Destination
Google Confidential and Proprietary

Push your content out and engage your target
audience—wherever they are
Branded Content Distribute Branded Content
Lives on YouTube to Your Audience
• Comedy
• Entertainment
• Animation
• Music
• Gaming
rts
po
Aggregate & Package S
Sponsored Content ing
m
Ga
nt
inme
nterta
E
Social Networking
and more…
Google Confidential and Proprietary

Pull your audience in and build your community
Branded Entertainment
Look for Read a music blog
on YouTube
“concert tickets”
on Google Search
Search for
Stream live radio “new music videos”
on YouTube
Watch a behind-the-
Log onto their
scenes special on
iGoogle page
Beyonce’s concert
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3. Accountability: Measure the results
Downloads Embeds
Responses
Comments
Impressions
Ratings
Times Shared
Time Spent
Videos Viewed
Subscriptions
Submissions Friends
Google Confidential and Proprietary

Seth MacFarlane & Burger King
• Over 16 million total video views
• Over 148 thousand subscribers
• Over 65 thousand comments
• Over 112 thousand ratings
• Over 2.5 thousand video responses
BK Channel: www.youtube.com/bk
#2 most subscribed sponsor channel
Seth Channel: www.youtube.com/sethcomedy
#33 most subscribed channel overall
Google Confidential and Proprietary

PopTub & Pepsi
• Over 190 videos uploaded
• Over 230 thousand channel views
• Over 8.7 thousand videos rated
• Over 4 thousand user comments
Google Confidential and Proprietary

How it all comes together
Advertiser/Agency Content Partner
Brand Knowledge & Content Ideas &
Creative Insights High-Quality Production
Google
Development Insights &
Distribution Expertise
Google Confidential and Proprietary

Appendix
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Premium Content
Music
Comedy
How-To
Sports
Google Confidential and Proprietary

Expansive Distribution
Sports
Commerce
Sites
Sites
Political
Blogs
Social
Networks
Google Confidential and Proprietary