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  • The takeover was powerful, meaningful, and drove considerable views and impressions. But targeted media also brought the program to users across various sites. These weren't your average banner ads. This campaign was driven by some incredible rich media units – that kept both the campaign and the user top of mind. Video ad units distributed their key videos – generating awareness by allowing users to watch video within an ad unit. Two rich media units allowed for users to participate and submit directly from their destination, no need to access YouTube or pull out their cameras. This video upload unit was PIONEERING, and received great industry press, and others are following suit. We anticipate much more of this to come n the future....

Transcript

  • 1. Case Study: Google Eileen Naughton, Director, Media Platforms Google
  • 2. RefreshEverything
  • 3. 3
  • 4. 2
  • 5. 1
  • 6. Size Matters
    • YouTube…
      • 100M US visitors per month
      • 420M worldwide visitors per month
    • … the #1 Online Video Site
      • #4 largest site on the internet
      • 20 hours of video uploaded every minute
      • 5.9B video streams each month
      • 40% of all video views online
    Sources: comScore VideoMetrix; comScore MediaMetrix; Internal Logs
  • 7. Dear Mr. President Campaign: The Concept
    • Focus on optimism
    • Rebuild and “refresh” brand
    • Build awareness and inspire millennials around the inauguration
    • Leverage Obama’s momentum
    Refresh Everything
  • 8. Pepsi Chose The Right Context… 4.8M Views of Most Popular Obama Video vs. 1.6M Views of Most Popular McCain Video 28,750+ Subscribers to Brand Channel www.youtube.com/barackobamadotcom www.youtube.com/johnmccain 83,000+ Subscribers to Brand Channel
  • 9. … and The Most Active YT Audience Massive audience and high engagement for Millennial target 60% Of all subscriptions, comments, videos favorited, and votes (contests) 50% Of all site uploads and videos shared
  • 10. R/GA Video
  • 11. R/GA Video
  • 12. refresh everything Channel Users submit text messages to President Map reflects submission location Users submit videos to President Launched seed content with 20 videos, then 5 celebrity videos in the following week Two call-to-action videos inspired users to submit
  • 13. Pepsi At The Right Place, Right Time
  • 14. Not Your Average Banner Ads
  • 15. Reaching Millennials Anytime, Anyplace Sponsored Channel Text Ad on YouTube Google Network Placement: huffingtonpost.com YouTube Google Content Network
  • 16. The Community Responded Over 104,000 submissions in 18 days
  • 17. Make A Splash Without A Viral Hit
  • 18. Thank You
  • 19.