Reach the Light TV Vieweron Google + YouTubeTV + Google YouTube Complementary in a Cross MediaCampaign StrategyGoogle Conf...
Executive Summary    1                 Light TV viewers are not reached effectively on TV but                 they are wat...
Agenda    1           The Marketplace    2           The Methodology    3           The Results    4           The Opportu...
Market:Audience Fragmentation                                          of TV viewership is on                             ...
Online Video Is Exploding Into Primetime+30% increase in online video viewership during 6-9pm                             ...
CONSUMERAttention FragmentationBy 2014, >60% of                                            127% increaseall TVs shipped WW...
But not everyone is watching 5 hours per day Nielsen TV Viewership Quintiles P2+ ~ 20% buckets (hrs per day)  ~59mm US TVo...
630                                                                                      623620                           ...
100    90    80    70    60    50                      38                       38                        39       39     ...
31% of the valuable A18-49 audiencewatches less than 2 hours of TV daily1.5X more Light TV Viewers than Heavy TV Viewers i...
Young    Older                                            & diverse                                              College  ...
Rise of “cable-less” TV viewers withbroadband+22.8% in broadcast only and broadband                                       ...
“U.S. consumers in homes with                        broadband Internet and free,                        broadcast TV stre...
Light TV viewers are valuable                            Likelihood of each of the following characteristics (MRI Indices)...
The Research MethodologyWhat are we trying to accomplish?15   Google Confidential and Proprietary
Goal:Can we prove that YouTube + the Google Display Network…are complementary to TVin cross media video strategyefficientl...
Methodology:      Nielsen Data Fusion                           Nielsen TV Panel                      Nielsen Online Panel...
Methodology:   Incremental Reach Forecast          Online incremental reachReach                      TV                  ...
Campaign: Data Sources          1                                      2     TV Campaign                               Goo...
YouTube/GDN CreativeGoogle Confidential and Proprietary      20      Google Confidential and Proprietary
The Results21   Google Confidential and Proprietary
YouTube + GDN Add Complementary…      Reach                                Frequency   Efficiency22   Google Confidential ...
T-Mobile’s YouTube/GDN CampaignReached 13.8% of Adults 18-49                                           32% of viewers on Y...
70        60        50                                                                         61.7%                      ...
That’s about 5.8mm Adults 18-49 notreached on TVReach amongst lightest TV viewing adults 18-49 increasedby ~1.4mm25   Goog...
TV impression distribution weighted to   heavy viewers   YouTube Reaches a More Balanced Audience                         ...
YouTube added 5+% pts incremental                                                                          YouTube  reach ...
As TV reach curve flattens, YouTube addsmore reach points than TV                                70%                      ...
YouTube + GDN Adds Complementary…      Reach                                Frequency   Efficiency29   Google Confidential...
Online delivered more impressions toLight TV Viewers than TV                                                    Average Fr...
YouTube + GDN Adds Complementary…      Reach                                Frequency   Efficiency31   Google Confidential...
YouTube + GDN delivered 4.4% ptsincremental reach at 73% less than thecost of TV            TV                            ...
YouTube + GDN Delivered TRPs to at 63%less than the Cost per Point of TV            TV                                    ...
YouTube + GDN Delivered TRPs to thelightest TV viewing Adult 18-49 at 89%less than the Cost per Point of TV            TV ...
…to valuable audiences   Cost per point to desirable audiences is cheaper on YouTube …        100                         ...
Improve Efficiency Less reach spillover on YouTube + GDN                                   TV          Online             ...
Improve Efficiency Less impression spillover on YouTube + GDN                                   TV            Online      ...
The Opportunity38   Google Confidential and Proprietary
Disparity between distribution of TV TRPsand adult 18-49 audience31% of target is very hard to reach on TV                ...
Reach A Complementary AudienceCost to reach to lightest TV viewers 18-49 is more efficient on YouTube/GDN                 ...
Better distribute TRPs across the quintiles                                               TV + YT Cross Media             ...
Viewership Across TV Networks Is Diverse                       Some networks over-index for heaviest TV viewers and under-...
Improve Efficiency    TNT (heavy skew) vs Discovery en Espanol (less heavy skew)                                          ...
Improve Efficiency Some shows that over-index for heaviest TV viewers and under index to light TV viewers                 ...
All placements in the online campaign - YouTube homepage, First Watch,              GDN and Partner Watch added incrementa...
Projection: TRP distribution shift     Remember that TV impression distribution weighted to heavy viewers…     while YouTu...
Thank you47   Google Confidential and Proprietary
Appendix48   Google Confidential and Proprietary
METHODOLOGY:                         Nielsen Data Fusion in a nutshell                     Step 1 –                       ...
METHODOLOGY: Nielsen                           Monitor Plus    Nielsen’s Monitor Plus’s system has electronic devices, whi...
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Publicidad en YouTube

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Publicidad en YouTube

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Transcript of "Publicidad en YouTube"

  1. 1. Reach the Light TV Vieweron Google + YouTubeTV + Google YouTube Complementary in a Cross MediaCampaign StrategyGoogle Confidential and Proprietary
  2. 2. Executive Summary 1 Light TV viewers are not reached effectively on TV but they are watching online 2 Light TV viewers are valuable and a significant part of your audience…and they are the future 3 YouTube/GDN delivers efficient effective reach to light TV viewers 4 Shift TV dollars to YouTube/GDN to cost effectively supplement exposure to the Light TV viewers2 Google Confidential and Proprietary
  3. 3. Agenda 1 The Marketplace 2 The Methodology 3 The Results 4 The Opportunity3 Google Confidential and Proprietary
  4. 4. Market:Audience Fragmentation of TV viewership is on networks that each have <1% share Source: http://industry.bnet.com/4 Google Confidential and Proprietary
  5. 5. Online Video Is Exploding Into Primetime+30% increase in online video viewership during 6-9pm 2009! 2011!5 Google Confidential and Proprietary
  6. 6. CONSUMERAttention FragmentationBy 2014, >60% of 127% increaseall TVs shipped WW in iPad sales Consumers still watchare projected to be forecast for 2011 5 hours of TV/Day on Data usage hasinternet connected average passed voice usage on phones6 Google Confidential and Proprietary
  7. 7. But not everyone is watching 5 hours per day Nielsen TV Viewership Quintiles P2+ ~ 20% buckets (hrs per day) ~59mm US TVowning persons 2+(61mm incl zero viewer) Light Light-Med Med Heavy-Med Heavy 0–1.6 1.6 – 3.0 3.0 – 4.6 4.6 – 7.3 7.3+~3% share of TV viewing ~48% share of TV viewing 7 Google Confidential and Proprietary
  8. 8. 630 623620 612610600 591590 583 583580570 2007 2008 2009 2010 2011 Source: P2+, Nielsen National People Meter Sample, Q1 2010 and Q1 2011The Heaviest TV Viewers Watch SignificantlyMore TV Now Than 5 Years AgoAverage minutes per day watching TV-Heaviest Quintile8 Google Confidential and Proprietary
  9. 9. 100 90 80 70 60 50 38 38 39 39 39 40 30 20 10 0 2007 2008 2009 2010 2011 Source: P2+, Nielsen National People Meter Sample, Q1 2010 and Q1 2011…While the Lightest Viewers Have NotChanged Their TV Habits in 5 Years.Average minutes per day watching TV-Lightest Quintile9 Google Confidential and Proprietary
  10. 10. 31% of the valuable A18-49 audiencewatches less than 2 hours of TV daily1.5X more Light TV Viewers than Heavy TV Viewers in A18-49 31% 12% Lightest Light Medium Medium Medium Heavy Heavy Adults 18-49Source: Nielsen Q1 201110 Google Confidential and Proprietary
  11. 11. Young Older & diverse College High school education education Income Lower over $100K Income Broadcast Couch Only TV PotatoesLightest and Heaviest TV ViewersIndexes show stark contrast in audience composition11 Google Confidential and Proprietary
  12. 12. Rise of “cable-less” TV viewers withbroadband+22.8% in broadcast only and broadband Q3 2011 25 20 15 +22.8% 10 5 Cable and No Broadband 0 -5 Broadcast only and Broadband -17.1% -10 -15 -2012 Google Confidential and Proprietary
  13. 13. “U.S. consumers in homes with broadband Internet and free, broadcast TV stream video twice as much as the general cross-platform population. They also watch half as much TV.” Nielsen Cross Platform Report Q3 201113 Google Confidential and Proprietary
  14. 14. Light TV viewers are valuable Likelihood of each of the following characteristics (MRI Indices) 114 118 112 109 100 99Index 80 80 54 A 18-49 w/ HH A 18-49 cell A 18-49 who A 18-49 “super income > $100k phone only HH has connected influential” tech to the internet consumer w/ their mobile device Heavy TV Viewers Light TV Viewers Source: MRI Index A18-49Google Confidential and Proprietary 14 Google Confidential and Proprietary
  15. 15. The Research MethodologyWhat are we trying to accomplish?15 Google Confidential and Proprietary
  16. 16. Goal:Can we prove that YouTube + the Google Display Network…are complementary to TVin cross media video strategyefficiently reach people you didn’t reach on TVdeliver effective frequency to desirableaudiences that are hard to reach on TV16 Google Confidential and Proprietary
  17. 17. Methodology: Nielsen Data Fusion Nielsen TV Panel Nielsen Online Panel Group exposed to TV ad Group exposed to YouTube/GDN ad Data FusionGoogle Confidential and Proprietary 17 Google Confidential and Proprietary Total Campaign Reach
  18. 18. Methodology: Incremental Reach Forecast Online incremental reachReach TV progressive Fit a nonlinear function to the incremental reach curve TV TRPs progressive reach vs TRP curve TRPs Extrapolate TV to TV + online reach -> Incremental TV TRPs Incremental TRPs x Average CPP -> TV Incremental Cost 18 Google Confidential and Proprietary
  19. 19. Campaign: Data Sources 1 2 TV Campaign Google (YT/GDN) Campaign YouTube & Google Display Network National TV + • Homepage Masthead • Partner Watch •  Cable • Run-of-Site •  Syndication • YouTube First Watch •  Spanish Language Cable • YouTube Homepage Remarketing - GDN •  Spanish Language Network 3 month campaign on TV and 2 month campaign on online Adult 18-49 target Budget – 88% TV + 12% Online19 Google Confidential and Proprietary
  20. 20. YouTube/GDN CreativeGoogle Confidential and Proprietary 20 Google Confidential and Proprietary
  21. 21. The Results21 Google Confidential and Proprietary
  22. 22. YouTube + GDN Add Complementary… Reach Frequency Efficiency22 Google Confidential and Proprietary
  23. 23. T-Mobile’s YouTube/GDN CampaignReached 13.8% of Adults 18-49 32% of viewers on YouTube/GDN had not seen the TV campaign More than half of online TRPs were delivered to light & light medium TV viewers With 12% of the budget, online delivered 24% of the TV reach TV reached only one fifth of the lightest TV viewers – online added 5 points incremental reach to this group 13.8% Adults 18-49 18.2 Million23 Google Confidential and Proprietary
  24. 24. 70 60 50 61.7% TV + YouTube/GDN Reach 40Reach 30 20 10 0 57.3% TV Reach 0 50 100 150 200 250 300 TRPs YouTube/GDN added 4.4% points incremental reach to TV 24 Google Confidential and Proprietary
  25. 25. That’s about 5.8mm Adults 18-49 notreached on TVReach amongst lightest TV viewing adults 18-49 increasedby ~1.4mm25 Google Confidential and Proprietary
  26. 26. TV impression distribution weighted to heavy viewers YouTube Reaches a More Balanced Audience 43% TV TRPs YT TRPs YouTube adds TRPs to the 26% 25% 24%lighter TV viewers 20% 21% 18% 11% 11% 3% Lightest Light Medium Medium Medium Heavy Heavy 26 Google Confidential and Proprietary
  27. 27. YouTube added 5+% pts incremental YouTube reach to the valuable lighter TV increased reach amongst lighter audience TV viewers by 2% 4.3M people +1.3MM 3% 14% 5% +1.6MM 13% 6% 11% 7% +1.3MM 68% 5% 61% 53% 43% 2% 17% Lightest Light Medium Medium Medium Heavy Heavy YT incremental reach Overlap TV reach 27 Google Confidential and Proprietary Note: Total and individual reach #’s do not match due to rounding
  28. 28. As TV reach curve flattens, YouTube addsmore reach points than TV 70% 60%YT/GDNIncremental 50%Reach 40% In the last 4 weeks ofOverlap the campaign, 30% YouTube and GDN adds more reachTV Only 20% overall than TV does 10% TV adding frequency 0% 2/21 2/28 3/7 3/14 3/21 3/28 4/4 4/11 4/18 4/2528 Google Confidential and Proprietary
  29. 29. YouTube + GDN Adds Complementary… Reach Frequency Efficiency29 Google Confidential and Proprietary
  30. 30. Online delivered more impressions toLight TV Viewers than TV Average Frequency (Group exposed to both TV and YT) TV not enough TV YT 3.6 3.5 3.4 3 3+ Effective Frequency 2.7 6.1 3.2 4.0 2.2 2.6 Lightest Light Medium Medium Medium Heavy Heavy30 Google Confidential and Proprietary
  31. 31. YouTube + GDN Adds Complementary… Reach Frequency Efficiency31 Google Confidential and Proprietary
  32. 32. YouTube + GDN delivered 4.4% ptsincremental reach at 73% less than thecost of TV TV 100 27 Cost Per Incremental Reach32 Google Confidential and Proprietary
  33. 33. YouTube + GDN Delivered TRPs to at 63%less than the Cost per Point of TV TV 100 37 Cost Per Point33 Google Confidential and Proprietary
  34. 34. YouTube + GDN Delivered TRPs to thelightest TV viewing Adult 18-49 at 89%less than the Cost per Point of TV TV 100 11 Cost Per Point34 Google Confidential and Proprietary
  35. 35. …to valuable audiences Cost per point to desirable audiences is cheaper on YouTube … 100 79 72 68 54 49 47 45 TV P18-49 P18-49: Video P18-49: Vid or P18-49 Video P18-49 Ipod P18-49 P18-49 or I Enabled T- Int Enabled Capable User HHIncome Portable Video Mobile Cell Cell Phone Laptop 100K+ Game User PhoneSource: Nielsen Monitor Plus 35 Google Confidential and Proprietary
  36. 36. Improve Efficiency Less reach spillover on YouTube + GDN TV Online Reach to P18+ Older than 49 Reach to P18+ 82% to Adults 18-49 58% = to Adults 18-49 = 18% spillover 42% spillover36 Google Confidential and Proprietary
  37. 37. Improve Efficiency Less impression spillover on YouTube + GDN TV Online Impressions to P18+ Older than 49 Impressions to P18+ 84% to Adults 18-49 53% = to Adults 18-49 = 16% spillover 47% spillover37 Google Confidential and Proprietary
  38. 38. The Opportunity38 Google Confidential and Proprietary
  39. 39. Disparity between distribution of TV TRPsand adult 18-49 audience31% of target is very hard to reach on TV 43% TV TRPs 31% Adults 18-49 population 26% 20% 20% 18% 17% 12% 11% 3% Lightest Light Medium Medium Medium Heavy Heavy39 Google Confidential and Proprietary
  40. 40. Reach A Complementary AudienceCost to reach to lightest TV viewers 18-49 is more efficient on YouTube/GDN 100 Opportunity to reach light TV viewers more efficiently on YouTube + GDN… So how do you reach them? 11 TV Lightest TV Viewer40 Google Confidential and Proprietary
  41. 41. Better distribute TRPs across the quintiles TV + YT Cross Media Video Planning Light Light-Med Med Heavy-Med HeavyShift budgetout of heavy Less waste Similar or Increasedskewing TV More balanced reach to a valuablenetworks media delivery light TV viewing audience41 Google Confidential and Proprietary
  42. 42. Viewership Across TV Networks Is Diverse Some networks over-index for heaviest TV viewers and under-index to light TV viewers 325 HEAVY SKEWIndex to heavy TV viewers NETWORKS 275 High disparity of reach between LESS HEAVY SKEW Heavy and Light NETWORKS 225 Viewers More even reach to 175 Heavy and Light Viewers 125 5 10 15 20 25 30 Index to light TV viewers 42 Google Confidential and Proprietary
  43. 43. Improve Efficiency TNT (heavy skew) vs Discovery en Espanol (less heavy skew) 495 You could shift out of cable into broadcast, TV One but that is expensive - 395 broadcast CPM is ~3x Index to heavy TV viewers Ex – TNT the cable CPMindexes heavy/ light viewers TNT 295 TBS by ~31x A&E USA Oxygen Media TLC Bravo FX MTV MUN2 Cable 195 Galavision ABC Family Comedy Central Tres AZA Estrella TF E! TEL Entertainment Discovery en Ex – UNI Espanol Fox Deportes Discovery en ESPN Deportes Espanol 95 indexes heavy/light by ~8x Warner Brothers -5 0 5 10 15 20 25 30 Index to light TV viewers Note: Bubble size represents % of total impressions Source: Nielsen Monitor Plus and Nielsen National People Meter 43 Google Confidential and Proprietary CPM for cable was $13 and CPM for broadcast was $36.70 (based on Nielsen’s national prime-time P 18-49 estimates)
  44. 44. Improve Efficiency Some shows that over-index for heaviest TV viewers and under index to light TV viewers 900 800 700 Law Order Index to heavy TV viewers HEAVY SKEWHigh Disparity 600 between Tyler PerryHeavy and Light Family Preys 500 Are We There Viewers Yet 400 Intervention 300 Hawthorne Fx Movie Late Friends LESS HEAVY SKEW 200 Fx Morning Lower Disparity between Movie Saturday 100 Movie Heavy and Light Malcolm in Viewers the Middle 0 0 20 40 60 80 100 120 Index to light TV viewers Note: Bubble size represents # of ads 44 Source: Nielsen Monitor Plus and Nielsen National People Meter Google Confidential and Proprietary
  45. 45. All placements in the online campaign - YouTube homepage, First Watch, GDN and Partner Watch added incremental reach and frequency of exposure to light TV viewers Partner Watch In-stream and GDN Distribution of YT/GDN 1.9% incremental reach 100% 30% 1st week - YT HP + 90% First 36% 25% 80% Watch PartnerReach to Lightest Quintile 3.3% 70% Watch/GDN/ 20% 60% ROS 15% YT/GDN Incremental 50% YouTube Reach Homepage 40% Overlap +FW 10% 30% 64% 5% TV Only 20% 10% 0% 0% 45 Google Confidential and Proprietary
  46. 46. Projection: TRP distribution shift Remember that TV impression distribution weighted to heavy viewers… while YouTube reaches a more balanced audience? Current Plan Projection 88% TV / 12% YouTube + GDN 68% TV / 32% YouTube + GDN 40% 34% ê3.4% CPP 26% 26% 19% 18% Shift budget 15% from heavy 12% skewing TV networks to 6% 4% onlineLightest Light Medium Medium Heavy Lightest Light Medium Medium Heavy Medium Heavy Medium Heavy Cross Media Campaign TRPs Cross Media Campaign TRPs ê12% in TRPs to heaviest TV viewers é51% in TRPs to the lightest TV viewer 46 Google Confidential and Proprietary
  47. 47. Thank you47 Google Confidential and Proprietary
  48. 48. Appendix48 Google Confidential and Proprietary
  49. 49. METHODOLOGY: Nielsen Data Fusion in a nutshell Step 1 – Nielsen Online Nielsen Online Home + Work online Home Panel Work Panel fusion Step 2 – Fusion Using Nielsen Common Person Online + TV fusion characteristics TV panel Variables and Media Usage Fused Database using Common Demo Variables and Media UsageGoogle Confidential and Proprietary 49 Google Confidential and Proprietary
  50. 50. METHODOLOGY: Nielsen Monitor Plus Nielsen’s Monitor Plus’s system has electronic devices, which identify new copies (via an audio and digital signature). These advertisements are crossed against a database of known advertisements in the marketplace and matched up to the particular brand/campaign. For this analysis, Nielsen compares this known/tracked ad schedule against agency data to confirm that all advertisement buys are accounted for. Costs: Every network provides broad daypart valuation for their content. By isolating each individual campaign, Nielsen is able to cross this activity against the network costs to provide a topline average of costs. Usually, considering bulk purchasing and make-goods, these costs are over-estimating the costs of TV, but typically, these over-estimations are equal across all brands.Google Confidential and Proprietary 50 Google Confidential and Proprietary
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