Google Confidential and Proprietary
Pascal-Xavier Van de Goor
Agency Development Manager @ Google
15th of May 2014
Video is highly visual and provides a rich, engaging experience1
Google Confidential and Proprietary
Video USP at a glance...
Google Confidential and Proprietary
Social: Creating, Sharing Interacting
Video is Social
- After watching a video, 30% of...
Google Confidential and Proprietary
YouTube USP at a glance
4
5
1
2
3
# 1 video platform with unparalleled reach globally
...
Google Confidential and Proprietary
YouTube around the world
#1 Online video site
#2 Largest search engine (behind Google)...
Google Confidential and Proprietary
Agenda
Key Takeaways
YouTube in Belgium
Targeting
Ad Formats
Impact
Creative Optimizat...
Google Confidential and Proprietary
Google Confidential and Proprietary
Youtube in Belgium
Google Confidential and Proprietary
Path to Purchase
Audience engagement
Interest category /
similar users targeting
Inten...
Google Confidential and Proprietary
Audience engagement
Interest category /
similar users targeting
Intent interest, remar...
Google Confidential and Proprietary
YouTube reaches a diverse audience in BE
Source: Yume & IPG media lab 2011 (US data), Doubleclick 2011 (UK data)
of TV impressions
are ignored63%
of Video ads
are ...
Watched Not watched
Paid
Watched
and paid
Not watched
and not paid
Google Confidential and Proprietary
Free partial views when users skip
1,250,000 views
Viewed to
100%
367,647 views
Free
p...
Google Confidential and Proprietary
Trueview gives users choice
An invitation to connect
People can decide to watch
your a...
Google Confidential and Proprietary
And gives the advertisers the control
Only pay for views
You are only charged if
a use...
Google Confidential and Proprietary
At a reasonable cost
Average
CPM YouTube
€8 Average
View Rate
17%Average CPM TV
€20.09
Google Confidential and Proprietary
CPM overview all media
Source: http://www.mm.be/sites/default/files/public/Cost%20adve...
Google Confidential and Proprietary
YouTube has comparable reach to TV
Source : Metrixlab, research study November 2011 – ...
Google Confidential and Proprietary
YouTube has comparable reach to TV
Source : Metrixlab, research study November 2011 – ...
Google Confidential and Proprietary
Uncluttered Advertising Space
Composition of time spent watching video
Source: ComScor...
Google Confidential and Proprietary
Targeting
Google Confidential and Proprietary
Google Confidential and Proprietary
Targeting
Placements
Keywords
Topics
Interest
Affinity
CPV Reach
Google Confidential and Proprietary
Ad Formats
Google Confidential and Proprietary
How to reach your consumers?
True View Pre Rolls
Forced Pre Rolls
Mastheads
In Search ...
Google Confidential and Proprietary
YouTube Formats
Google Confidential and Proprietary
Types of YouTube Page
Google Confidential and Proprietary
In-Search
Google Confidential and Proprietary
In-Display
Google Confidential and Proprietary
TrueView In-Stream
Google Confidential and Proprietary
TrueView In-Stream
Google Confidential and Proprietary
YouTube Ad Formats
Google Confidential and Proprietary
YouTube Ad Formats
Google Confidential and Proprietary
Brand Channel
Google Confidential and Proprietary
YouTube Masthead
Google Confidential and Proprietary
YouTube Masthead creatives
Google Confidential and Proprietary
Masthead: 2.3M Imp, 100% SOV for 1 day
Google Confidential and Proprietary
When to Use What?
True View Pre Rolls • Engaging creative available
• Logo/Main Messag...
Google Confidential and Proprietary
What’s the impact?
Google Confidential and Proprietary
TrueView drives relevant searches on YouTube
Trueview Behavioral Impact, behavioral li...
Google Confidential and Proprietary
TrueView drives relevant searches on search engines
Trueview Behavioral Impact, behavi...
Google Confidential and Proprietary
TrueView drives site visits for advertisers
Trueview Behavioral Impact, behavioral lif...
Google Confidential and Proprietary
What after the engagement?
Campaign 1: TrueView In-Stream
No targeting – let viewers c...
Google Confidential and Proprietary
Reach users who are interested in your products & services
Remarket to viewers of
your...
Google Confidential and Proprietary
Creative optimization tips
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Key Takeaways
Positively impacts brand interests
Youtube Ads are Completely Transparen...
WHY ONLINE VIDEO ?
CONTROLLED MEASURABLE TRANSPARENT
IT’S EVERYTHING YOU LOVE ABOUT DIGITAL
SIGHT,
SOUND
& MOTION OF VIDEO
WITH THE
Thank You
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Youtube by Google

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Youtube by Google

  1. 1. Google Confidential and Proprietary Pascal-Xavier Van de Goor Agency Development Manager @ Google 15th of May 2014
  2. 2. Video is highly visual and provides a rich, engaging experience1 Google Confidential and Proprietary Video USP at a glance It allows huge scope for creativity2 3 It’s a natural fit with traditional media4 There is a massive audience online offering incredible reach 1 2 3 4
  3. 3. Google Confidential and Proprietary Social: Creating, Sharing Interacting Video is Social - After watching a video, 30% of users will share it - 700+ YouTube videos are shared via Twitter per minute - 500 Years of YouTube video is consumed on Facebook per day - 100M comment, share, or like videos each week - www.onehourpersecond.com
  4. 4. Google Confidential and Proprietary YouTube USP at a glance 4 5 1 2 3 # 1 video platform with unparalleled reach globally Perfect balance of traditional and niche content 6 Variety of formats which deliver increased ad effectiveness and engagement Complements offline media campaigns Online audience allows precision targeting Measurement: YouTube Analytics
  5. 5. Google Confidential and Proprietary YouTube around the world #1 Online video site #2 Largest search engine (behind Google) #3 Largest site 4B+ Video views per day Hours of video uploaded every minute60
  6. 6. Google Confidential and Proprietary Agenda Key Takeaways YouTube in Belgium Targeting Ad Formats Impact Creative Optimization tips
  7. 7. Google Confidential and Proprietary Google Confidential and Proprietary Youtube in Belgium
  8. 8. Google Confidential and Proprietary Path to Purchase Audience engagement Interest category / similar users targeting Intent interest, remarketing Display + search Social display Contextual targeting Awareness Interest Consideration Purchase Customer purchase funnel Google features
  9. 9. Google Confidential and Proprietary Audience engagement Interest category / similar users targeting Intent interest, remarketing Display + search Social display Contextual targeting Awareness Interest Consideration Purchase Customer purchase funnel Google features
  10. 10. Google Confidential and Proprietary YouTube reaches a diverse audience in BE
  11. 11. Source: Yume & IPG media lab 2011 (US data), Doubleclick 2011 (UK data) of TV impressions are ignored63% of Video ads are abandoned47% Almost half of all ads are not watched
  12. 12. Watched Not watched
  13. 13. Paid
  14. 14. Watched and paid Not watched and not paid
  15. 15. Google Confidential and Proprietary Free partial views when users skip 1,250,000 views Viewed to 100% 367,647 views Free partial views when users skip prior to 30 seconds Charged at £0.04 CPV 220,558 views 0 367,647 views Viewed 25% - 49% 5,147,059 views Viewed <25% and At least 5 seconds Incremental view data used here is for representation only Viewed 50% - 74% Viewed 75% - 99% Source: Google Brand Impact of TrueView Meta Analysis,, measuring 18 TrueView campaign October 2012 When we factor in brand uplift from partial views, TrueView is 3X more cost effective than standard Pre Roll
  16. 16. Google Confidential and Proprietary Trueview gives users choice An invitation to connect People can decide to watch your ad or simply skip it
  17. 17. Google Confidential and Proprietary And gives the advertisers the control Only pay for views You are only charged if a user watches your ad in full or at least 30 sec.
  18. 18. Google Confidential and Proprietary At a reasonable cost Average CPM YouTube €8 Average View Rate 17%Average CPM TV €20.09
  19. 19. Google Confidential and Proprietary CPM overview all media Source: http://www.mm.be/sites/default/files/public/Cost%20advertising%202012.pdf
  20. 20. Google Confidential and Proprietary YouTube has comparable reach to TV Source : Metrixlab, research study November 2011 – 2000 Interviews T 15-54
  21. 21. Google Confidential and Proprietary YouTube has comparable reach to TV Source : Metrixlab, research study November 2011 – 2000 Interviews T 15-54
  22. 22. Google Confidential and Proprietary Uncluttered Advertising Space Composition of time spent watching video Source: ComScore Video Metrix UK, Nov 2010, Pre Roll advertising only
  23. 23. Google Confidential and Proprietary Targeting
  24. 24. Google Confidential and Proprietary
  25. 25. Google Confidential and Proprietary Targeting Placements Keywords Topics Interest Affinity CPV Reach
  26. 26. Google Confidential and Proprietary Ad Formats
  27. 27. Google Confidential and Proprietary How to reach your consumers? True View Pre Rolls Forced Pre Rolls Mastheads In Search - Promoted Video 1 2 3 4 Youtube Channel5
  28. 28. Google Confidential and Proprietary YouTube Formats
  29. 29. Google Confidential and Proprietary Types of YouTube Page
  30. 30. Google Confidential and Proprietary In-Search
  31. 31. Google Confidential and Proprietary In-Display
  32. 32. Google Confidential and Proprietary TrueView In-Stream
  33. 33. Google Confidential and Proprietary TrueView In-Stream
  34. 34. Google Confidential and Proprietary YouTube Ad Formats
  35. 35. Google Confidential and Proprietary YouTube Ad Formats
  36. 36. Google Confidential and Proprietary Brand Channel
  37. 37. Google Confidential and Proprietary YouTube Masthead
  38. 38. Google Confidential and Proprietary YouTube Masthead creatives
  39. 39. Google Confidential and Proprietary Masthead: 2.3M Imp, 100% SOV for 1 day
  40. 40. Google Confidential and Proprietary When to Use What? True View Pre Rolls • Engaging creative available • Logo/Main Message in first five seconds • Clear call to action • < 7500 euro Forced Pre Rolls • High quality creative available • Client wants to target -18 • > 7500 euro Youtube In Search • Long, informative creative • Push for viral campaigns Masthead • Great reach • New product launch • One day event • Live streams Channel • Ongoing Content Creation • Customer Retention • Communicate with your customers • Brand Experience
  41. 41. Google Confidential and Proprietary What’s the impact?
  42. 42. Google Confidential and Proprietary TrueView drives relevant searches on YouTube Trueview Behavioral Impact, behavioral lift research, Millward Brown Digital, january 2014
  43. 43. Google Confidential and Proprietary TrueView drives relevant searches on search engines Trueview Behavioral Impact, behavioral lift research, Millward Brown Digital, january 2014
  44. 44. Google Confidential and Proprietary TrueView drives site visits for advertisers Trueview Behavioral Impact, behavioral lift research, Millward Brown Digital, january 2014
  45. 45. Google Confidential and Proprietary What after the engagement? Campaign 1: TrueView In-Stream No targeting – let viewers consider your brand and choose to view Skips your ad [UNENGAGED] Campaign 2: Remarketing Re-engage users with appropriate messaging or exclude Watches your skippable ad (AND subscribes or likes your brand) [ADVOCATES] Watches your skippable ad [PROSPECTS] Remarket with CRM and loyalty schemes messaging Remarket using standard messaging Remarket with offers, or exclude this group By giving users a choice to view or skip, TrueView helps you build a loyal base of truly engaged users
  46. 46. Google Confidential and Proprietary Reach users who are interested in your products & services Remarket to viewers of your channel Remarket to viewers of your videos Remarket to viewers of your ads Remarket to viewers of your site Negatively Remarket for reach
  47. 47. Google Confidential and Proprietary Creative optimization tips
  48. 48. Google Confidential and Proprietary
  49. 49. Google Confidential and Proprietary
  50. 50. Google Confidential and Proprietary
  51. 51. Google Confidential and Proprietary
  52. 52. Google Confidential and Proprietary Key Takeaways Positively impacts brand interests Youtube Ads are Completely Transparent Youtube Ads are Flexible High User Engagement: Lean Back vs Lean Forward Only Pay for Actual Views Remarketing Possiblilities Delivers relevant online behaviors for advertisers
  53. 53. WHY ONLINE VIDEO ?
  54. 54. CONTROLLED MEASURABLE TRANSPARENT IT’S EVERYTHING YOU LOVE ABOUT DIGITAL
  55. 55. SIGHT, SOUND & MOTION OF VIDEO WITH THE
  56. 56. Thank You
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