Australian Brands and YouTube: A Progress Report

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This Encoder PR study looks at more than 40 brand channels in Australia relating to the top advertisers and assesses their use of YouTube and content marketing strategy. …

This Encoder PR study looks at more than 40 brand channels in Australia relating to the top advertisers and assesses their use of YouTube and content marketing strategy.

The report is available on request.

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  • 1. USE OF ONLINE VIDEO BY Use of Online Video by Australian Brands AUSTRALIAN BRANDS A Progress Report A PROGRESS REPORT 30 April 2012
  • 2. Use of Online Video by Australian BrandsToday’s programming • Consumption of online video in Australia • Our research approach • Online video in 2012 – a progress report • Summary of brand channel findings • Conclusions • Recommendations
  • 3. Use of Online Video by Australian BrandsAustralia loves online video More from encoderpr 21% 79% 79% watch social videos Growth in the online Of 15+ Internet audience at home, 6% at work3 video audience in the watch online videos2 year to December. Men watch more video than women2 12.4m Australians1 125 15% regularly watch an 7.5 The average number of online video about a product or service4 Average number of videos watched by hours spent watching online Australians online video1 during December 20111 1. ComScore Video Metrix, Australia Viewers Age 6+ Home/Work Location, Dec-2011 2. ComScore: Australian Video Metrix – October 2011 3. Study commissioned by Unruly Media – January 2012 4. Nielsen Insights Australian Online Consumer Report 2012
  • 4. Use of Online Video by Australian BrandsThey especially love YouTube More from encoderpr The second most 8 million More than half of all web users in Australia popular search visit YouTube in the YouTube delivers video to course of the month2 engine in Australia3 more than 8 million viewers Every second, one hour of video is uploaded to per month2 YouTube3 3 out of 5 YouTube is seven years old as of April 2012 YouTube reaches 3 out of 5 online users averaging 70 videos per viewers per month1 1 Doubleclick Ad Planner April 2010 2 Comscore: May 2011 Australian Online Video Rankings 3 YouTube
  • 5. Use of Online Video by Australian BrandsWhy use branded video content? • Direct channel of communication to your audience • Exposure to branded video content has a positive impact on brand engagement. Brand favourability showed a 23% uplift in an Australian study1. • Tap into sharing culture and peer to peer recommendations. Videos are 10 times more likely to be shared than links. 1.Unruly Study Jan 2012 2.Pandemic Labs study
  • 6. Use of Online Video by Australian BrandsOur methodology A study of top brands in Australia and their use of online video. The sample is based on Nielsen Top Advertisers Report data, which tracks estimated media spend in Australia. We tracked non governmental advertiser groups/advertisers and their key advertised brands on YouTube. Our analysis covered 92 brands in 2012 and 101 brands in 2010. The key brands highlighted in the Nielsen report do not necessarily account for the advertiser’s total ad spend in 2009, nor are they all necessarily the top advertising spending brands in Australia.
  • 7. Use of Online Video by Australian BrandsThe news headlines 41 of the 92 brands Our study covered 50 channels in 2010. have a YouTube channel 11 of these were inactive
  • 8. Use of Online Video by Australian Brands6x increase in total video views Total number of video views across all 41 branded YouTube channels. We found that there had been a 600% increase since 2010.
  • 9. Use of Online Video by Australian BrandsBrand channel audience growth trend since 2005 2012 2010 2005
  • 10. Use of Online Video by Australian Brands3x increase in average channel views Average number of video views across all 41 branded YouTube channels. 600% increase since 2010.
  • 11. Use of online video by Australian brandsTotal subscriber numbers across 41 channels By comparison – the equivalent Facebook Pages for the ten most viewed channels have amassed 674k Likes between them.
  • 12. Use of Online Video by Australian BrandsWhat’s on? In most cases, content is not ‘made for YouTube’ YouTube typically serves as a back end to a website or Facebook page Generally a mixture of company information, customer support and tips, commercials and campaign content
  • 13. Use of Online Video by Australian Brands of Australian BrandsThe nominees A-list Co-stars Extras Props
  • 14. Use of Online Video by Australian BrandsThe Props (8 brands) Un-branded channels Mainly inactive accounts Video repository
  • 15. Use of Online Video by Australian BrandsThe Extras (11 brands) Basic branding No use of playlists No social integration
  • 16. Use of Online Video by Australian BrandsThe Co-Stars (13 brands) Use of YouTube Brand Channels Playlists to organise content Links to website and social media
  • 17. Use of Online Video by Australian BrandsThe A-list (9 brands) Custom YouTube Brand Channels Use of gadgets to organise content Content is themed Clear strategy & role for YouTube
  • 18. Coles
  • 19. Telstra
  • 20. Use of Online Video by Australian BrandsConclusions YouTube is not a destination in its own right Used as a back end serving the Web and Facebook As a result, brand narratives on YouTube are very disjointed For many brands YouTube is failing to enhance reputations The audience is there but the quality is yet to follow
  • 21. Use of Online Video by Australian BrandsRecommendations Monitor YouTube for your keywords constantly Give your channel a reason for being & add value Brand Channels are free so why not use them? Optimise content and make your channel sticky Use YouTube to drive traffic to Facebook, Twitter Produce content for YouTube and use everywhere
  • 22. Thank YouUse of Online Video by Australian Brands Daniel Young, General Manager Encoder Public Relations @danieljohnyoung www.encoderpr.com.au