You Tube for digital agencies 2013

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Copyright Yuri Dolzhenko, Google Russia.

Copyright Yuri Dolzhenko, Google Russia.

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  • 1. Yuri Dolzhenko
  • 2. YOUTUBE USAGE IN RUSSIA44.2Musers visit YouTube.com every monthUp to 300Mvideos people watch every day70% of Russian online video views areYouTube videos#3 Search platform in RussiaSource: Comscore, Dec 2012
  • 3. MOST WATCHABLE PLATFORM3.26 М0.68М0.15М 0.11М 0.10М 0.10М 0.03МYouTube Mail.ru IVI.ru Tvigle Yandex GazpromMediaVimeoNumber of video views per monthSource: Comscore, Dec 2012
  • 4. YOUTUBE AUDIENCE15%22%32%21%10%45-5435-4425-3418-2412-17Generation C56% Male44% Female69% WorkingSource: TNS Web Index, Dec 2012
  • 5. GENERATION C BY THE NUMBERSCurationShare content on Facebook – 76%Share photos they have found elsewhere online – 52%Share videos they have found elsewhere online – 44%CreationUpload photos they have taken themselves – 67%Upload videos they have created themselves – 33%Make up 49% of Kickstarter’s monthly usersConnectionSleep with or next to their phone – 91%Feel disconnected without their mobile phone – 52%Feel out of touch without access to their social networksCommunityMaintain a profile on a social network – 88%Believe that interactions on social networks are asmeaningful as in person (Index 129)Sources: BCG, Booz & Co, eMarketer, PEW institute, GFK, Quantcast
  • 6. YOUTUBE USERS ARE MORE ENGAGEDИнтенсивностьвниманияТВВремя (секунды)more attention to YouTubeAds, than TV ads1.5XBiometrics data measured: Heart rate, Physical movement, Respiratory rate, SkinconductanceSource: YouTube and TV, OTX study, 2008
  • 7. YOUTUBE USERS RESPOND TO ADS60% of users respond to ads18%16%12%11%10%7%26%Followed a link to visit brandwebsiteSearched for extra information in SESearched for extra information onbrand websiteShared ad with friendsVisit off-line shopBought advertised goodsDid nothing
  • 8. YOUTUBE HAS MORE THAN 20 000 PREMIUM PARTNERS ALL OVER THE WORLD.PARTNER VIDEO VIEWS ARE 30% OF ALL YOUTUBE VIDEO VIEWS.Films and animation Sports TV & ShowsMusic Entertainment
  • 9. YouTubeHomepage
  • 10. http://www.youtube.com/watch?v=a9Z-j4jmSio
  • 11. YOUTUBE MASTHEADOverview24 hour high impact placementHighly visible format that drives viewsand click-throughs at scale. Limitless options forcreativity and customization.Remarketing availableCreative AssetsOpportunities for rich media, social integration, livestreams and moreStandard size: 970x250Expandable size: 970x500PlacementYouTube HomepagePricing ModelReservation (CPD - Cost per Day)
  • 12. YOUTUBE MASTHEAD LITEOverviewProminently display your videoGreat for mass exposure and drivingvideo viewsRemarketing availableCreative assetsPreset template, image and video use onlyVideo can be click to play or auto playStandard size: 760x150Expandable size: 970x500PlacementYouTube HomepagePricing ModelReservation (CPD - Cost per Day)
  • 13. YouTubeTrueView Ads
  • 14. TRUEVIEW ADS0 5 10 15 20 25 30ЭмоциональноевовлечениеВремя в секундах“Forced” towatch Pre RollChoose to watchPre RollThose who choose to watchTrueView for 75% pre-rollsare more engaged then thosewho forced to eatch pre-roll
  • 15. TRUEVIEW IN-STREAMOverviewPre Roll ads on YouTube partner videos. Viewers canchoose to skip the ad after5 sec. You only pay for ads they watch.Highly engaging, highly visible ad formatIncreases video view countRemarketing availableCreative assetsVideo, no max length, but less than1min recommendedOptional companion banner (300x60)PlacementDesktop and mobile appYouTube Watch PageRuns on partner videos onlyPricing ModelAuction (CPV - Cost per View)You only pay for views, not impressions
  • 16. http://www.youtube.com/watch?v=No7S8wAiZ2M
  • 17. TRUEVIEW IN-SEARCHOverviewPeople see your ad as they are searching for relevantvideos and can choose to click on it and watch it.You only pay for ads they watch.Increases video view count, improves organic placementof videosRemarketing availableCreative assetsVideo, no max lengthPlacementYouTube Search PagePricing ModelAuction (CPV - Cost per View)You only pay for views, not impressions
  • 18. TRUEVIEW IN-DISPLAYOverviewViewers see your ad next to anothervideo they are watching and can chooseto click on itAdvertisers are only charged whenpeople choose to watch your adIncreases video countCreative assetsVideo, no max lengthPlacementYouTube Watch PagePricing ModelAuction (CPV - Cost per View)You only pay for views, not impressions
  • 19. YouTubePre-Roll Ads
  • 20. IN-STREAM (AKA PRE-ROLL ADS)OverviewExtend your TV creative online to a leanforward audience700 Million Pre Roll impressions on YouTubeper month.Highly engaging, highly visible ad formatCreative AssetsVideo, max length 30 sec on desktopand 20 sec on mobileOptional companion banner (300x60)PlacementYouTube Watch PagePartner videos onlyDesktop, mobile app and webPricing ModelReservation (CPM)
  • 21. IN-STREAM SELECTOverviewPre-Roll ad on YouTube partner videos. After5 sec viewers can choose to skip it.Advertiser is charged when the ad loads,even if it’s skipped. You are not chargedfor clicks through to your websiteIncreases video view countCreative assetsVideo, max length 30 secOptional companion banner (300x60)PlacementYouTube Watch PagePartner videos onlyPriceReservation (CPM)
  • 22. YouTubeDisplay Ads
  • 23. IN-VIDEOOverviewDon’t have video assets but want toengage video viewers on YouTube?In-Video is the perfect ad format foryouAds are shown to users as they watch videoswithin the relevant categoriesOverlay can click through to an externalwebsite, brand channel or a YouTubevideoCreative AssetsText or Display overlayOptional companion banner (300x250)PlacementYouTube Watch PagePricing ModelReservation (CPM) orAuction (CPC or CPM)
  • 24. STANDARD DISPLAY (MPU)OverviewExtend the reach of your existing Displaycampaign to YouTube’s captive audienceThe MPU can link directly to your YouTubeBrand Channel or your websiteNo video assets requiredCreative AssetsBanner Image (300x250) orFlash/Rich Media (300x250)PlacementWatch Page, Search PagePricing ModelReservation (CPM) orAuction (CPC or CPM)
  • 25. YouTubeTargetings
  • 26. TARGETING POSSIBILITIESWhat do users watch online?15%14%12%9%8%8%8%7%6%6%4%MoviesMusicUGCHumorCartoonsScientificNewsSeriesEducationalEntertainmentSportYouTube targeting:- Demographic (age, sex)- Geographic (country, cities)- Topic- Users’ interests- Platform (desk-tops, mobile, TV)- Content label (age restrictions)Examples of users’ interests:Auto&VehicleAuto&Vehicle BMW / Cadillac / Mercedes / etc…EntertainmentEntertainment / TV Shows / Comedy / etc…Topics examples:Arts & EntertainmentArts & Entertainment – Movies – Action & Adventure FilmsBeauty & FitnessBeauty & Fitness – Fashion & Style – Designers & Collections
  • 27. BrandChannels OnYouTube
  • 28. ONE CHANNEL DESIGN
  • 29. SPECIAL BRANDING
  • 30. FIAT CHANNEL ON YOUTUBE
  • 31. TRESEMME CHANNEL ON YOUTUBE
  • 32. EKZO FRUITS
  • 33. How to engageYouTube audience…or several key trends that no advertiser can miss
  • 34. TV VIEWERSHIP??
  • 35. ONLINE VIDEO GOES PRIMESource: Yahoo Video Viewing Study20092012
  • 36. PSY PHENOMENON
  • 37. WHY ONLINE VIDEO FORADVERTISERS?Online video is the only internet media that can deliverhighly emotional contact (compared to TV)Online video ads deliver higher engagement
  • 38. Turning passive viewers into engaged usersTHE CHALLENGE
  • 39. LET’S BACK UP A BIT...Why do people come to YouTube?education expressionentertainment
  • 40. http://www.youtube.com/watch?v=We3MxsWdqOc
  • 41. YiaYiaTubeMore than 6.5 million views1,500+ ‘Let YiaYia say it’ videosgenerated by usersMore than 30% of the views cameafter TV flight endedShows how providing userspersonalization tools can give thecampaign life beyond TVRESULTS
  • 42. Trends: own the content category
  • 43. WHAT PEOPLE WATCH64%52%42%37%35%34%31%28%25%22%21%19%11%9%8%MoviesVideos from ordinary usersMusic videoHumorCartoonsScientific videoSeriesEducational videoEntertainment videosNewsMusic concertsSport videoAnalitical prorgamsCommercialsVideo from manufacturersWhat audience watching on video hostings65%57%45%35%27%26%26%24%17%13%NewsMotion picturesEducational programsEntertainmentDocumentarySportsAnimationSeriesSocial public programsKids programsWhat people watch on TVNews –the most watchable content on TVWhile in online people prefer to watchmovies and entertain themself
  • 44. PEPSI ‘MUSIC HUB’HOME%A Home for MusicWhy?Pepsi is THE destination for allthings music and interactiveexperiences that keep youcoming back for more. How willwe deliver? With Engagementexperiences …
  • 45. RAMADAN CHANNELOnline video hub dedicated to Ramadan with mix of relevant andexclusive content for target audience.
  • 46. RAMADAN CHANNELAbove 54M Viewsin 1 Month Only!Unilever brands engaged withmillions of users during RamadanHuge Global, Regional and Local PRcoverage!
  • 47. Trends: deliver interactivity with content
  • 48. This interactive video lets youinstantly skip from one segmentto the next, deciding exactlywhat youll see and when youllsee it. Using keyboard keys, youcan replay the skateboardtricks, skip others, and createyour own rhythmic masterpieceson the fly.SPRITE ‘SKATEBOARDERS TRICKS’
  • 49. SPRITE ‘SKATEBOARDERS TRICKS’2,651,304 video viewshttp://www.youtube.com/watch?v=GGih5-MjHHo
  • 50. Trends: special video content for YouTube
  • 51. DOVE ‘REAL BEAUTY SKETCHES’
  • 52. DOVE ‘REAL BEAUTY SKETCHES’53,8 mln video views & over 3 mln shareshttp://www.youtube.com/watch?feature=player_embedded&v=XpaOjMXyJGk
  • 53. Trends: viral content is a king
  • 54. TNT ‘DAILY DOSE OF DRAMA’8,662,200 video viewshttp://www.youtube.com/watch?v=ZIkPeZKP-d4
  • 55. GOOGLE ‘NOSE’6,238,006 video viewshttp://www.youtube.com/watch?feature=player_embedded&v=VFbYadm_mrw
  • 56. Trends: YouTube & Social Media
  • 57. IKEA ‘HAPPY TO BED’4,045,948 video viewshttp://www.youtube.com/watch?v=rmiEvUTckmk
  • 58. Trends: build reliability with celebrities
  • 59. SEMENOVICH FOR EKZO
  • 60. DURANT & WADE FOR GATORATE10,462,452 video views
  • 61. WHAT COULD BEUSEFUL 4 U?
  • 62. http://www.richmediagallery.com/http://www.youtube.com/watch?v=tLaK7UWCu1A
  • 63. http://www.google.com/think/http://www.youtube.com/watch?v=1wQYwajOwuA
  • 64. RESOURCEShttp://www.google.com/think/Insights & Caseshttp://www.google.com/think/articles/youtube-leaderboard-may13.htmlYouTube Monthly Ads Leaderboardhttp://www.google.com/trends/Google Market Trendshttps://the-zoo.appspot.com/us/enFresh Cases On Google Resourceshttp://www.youtube.com/onechannelAbout one channel design & channel examples
  • 65. YURI DOLZHENKOdolzhenko@google.com
  • 66. THANK YOU!