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Advertising on you tube

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  • 1. Advertising on YouTube Product, Sales, Set-Up & Measurement June 29, 2010
  • 2. Agenda   Overview of Online Video & YouTube   YouTube Channels   Search: Promoted Videos   Watch: Display and In-Stream   Discover: Homepage Ads   Summary   Q&A YouTube Confidential and Proprietary
  • 3. YouTube is the world’s largest entertainment platform, …where people enjoy the largest selection of videos & collaborate with others to create a unique viewing experience …and marketers get access to the world’s most engaged audience 3
 3 3
  • 4. It’s Not Hype. YouTube is HUGE. YouTube is… • 108MM monthly US visitors - more than the entire viewership of the Super Bowl • 482MM monthly worldwide visitors - making it the 3rd largest country in the world. …the #1 Online Video Site. Period. • 4th largest site on the Internet • 24 hours of video uploaded every minute • 5 billion video streams every month, equalling 40% of all video views online Sources: comScore VideoMetrix; comScore MediaMetrix Dec09; Internal Logs Google Confidential and Proprietary 4
  • 5. Online Video has already gone mainstream US Online Video Viewers (millions) 180 160 140 120 U.S. Online Video Penetration 90% 100 % of Internet Users Viewing 80% 70% 80 Online Video 60% 60 50% 2008 2009 2010 2011 40% 30% 20% 10% 0% 2008 2009 2010 2011 2012 2013 Fun Fact: In 2009, Americans spent more time viewing video online than checking e-mail Google Confidential and Proprietary 5 Source: eMarketer, July, 2009
  • 6. Prepare a strategy for the #2 Search Engine 27% of YouTube sessions contain at least 1 search Google Confidential and Proprietary 6 Source: comScore, July 2009, YouTube internal
  • 7. Three Simple Ways to Engage Customers Through YouTube As They While They Channels Search… Watch… Customized Promoted Invideo Channels Videos with Display Call-to-Action Advertising Google Confidential and Proprietary 7
  • 8. Created in AdWords, shown on YT 8 Google Confidential and Proprietary 8
  • 9. Agenda   Overview of Online Video & YouTube   YouTube Channels   Search: Promoted Videos and YouTube Insight   Watch: Display and In-Stream   Discover: Homepage Ads   Summary   Q&A Google Confidential and Proprietary
  • 10. Who is a good fit for YouTube Channels?   Clients who want to “be on YouTube”   Clients with videos   Clients focusing on building community   Clients with social media strategies Google Confidential and Proprietary 10
  • 11. Brand Channels Create a Home on YouTube • Brand Channels create a destination for brands to drive traffic, attract subscribers, and enable distribution. • Continually update new content, playlists and experiences to encourage increased viewership. • Build your own custom implementation that truly represents your brand and campaign. Build a Loyal Audience • Each new video uploaded will auto- populate into logged-in users homepage • Driving multiple programs from same channel will provide consistency for user and enable marketers to leverage built-in user base Google Confidential and Proprietary 11
  • 12. Brand Channels vs. User Channels Areas Characteristics User Brand Custom Channel Channel Channel Features Autoplay Yes Yes Yes Features Channel Page Header Banner No Yes Yes Features Side Column Image No Yes Yes Features 1 MB Image No Yes Yes Features Custom Gadget No No Yes ($200K minimum media investment Features “Off the shelf” gadget (Mosaic, Video Wall, Contest) No No Yes ($200K min investment. Contest min is $500K.) Features Watch Page Banner No Yes Yes Features Length of Videos <10 Mins <10 Mins No Tracking Remarketing No Yes Yes Tracking Analytics No Yes Yes Tracking 1x1 Ad Tag Support No No Yes Tracking Simple 1x1 No No Yes Tracking Geo Restrict Redirect No No Yes Google Confidential and Proprietary
  • 13. Brand Channel Wireframe Google Confidential and Proprietary
  • 14. What metrics should I look for on Channels?   Subscriptions   Comments   Visits   Clicks on Branding Banners   Additional data from Analytics (visits from site, etc.) Google Confidential and Proprietary 14
  • 15. Three Simple Ways to Engage Customers Through YouTube As They While They Channels Search… Watch… Customized Promoted Invideo Channels Videos with Display Call-to-Action Advertising Google Confidential and Proprietary 15
  • 16. Who is a good fit for Promoted Videos?   Clients focusing on search   Clients with videos   Clients who want to spread the word   Clients with visual products   Clients willing to create video Google Confidential and Proprietary 16
  • 17. Promoted Videos and Call-to-Action overlay •  Promoted Videos increase views for your client’s videos •  Call-to-Action Overlays use those views to drive traffic to client’s User clicks on Promoted Video Link external website •  An option when video is promoted •  Appear on the advertiser’s videos •  Client controls content and click- through URL on overlay •  Appear on the video regardless of User clicks on Call-to-Action Overlay how each user discover it Google Confidential and Proprietary
  • 18. Complement Search with PV elsewhere “With
PV
on
Search,
you
will
capture
demand
when
people
search.

 Complement
this
with
PV
and
Display
ads
on
the
millions
of
other
YouTube
pages;
create
 demand
with
ads
on
Videos
(watch)
and
other
pages
(browse)
on
YouTube”
 Google Confidential and Proprietary 18
  • 19. Promoted Videos Case Study: Zagg Inc. Link: youtube.com/results?search_query=zagg+customer+testimonial&aq=f Google Confidential and Proprietary 19
  • 20. Promoted Videos – Where the click occurs Google Confidential and Proprietary
  • 21. Choose to Play video in the Watch Page Google Confidential and Proprietary
  • 22. Or to Play video in the Channel Page Google Confidential and Proprietary
  • 23. Promoted Videos & CTA Demo & Case Study Link to case study: http://www.youtube.com/watch?v=p4tuTi8_z6Q Google Confidential and Proprietary 23
  • 24. Targeting Search pages with Promoted Videos Se#ngs
 • 
Google
Search
Partners
 • 
Promoted
Video
Ad
(DAB>Audio
&
Video)
 Formats
 Ad
Groups
 • 
Keywords
from
the
YT
keyword
tool
 • 
Once
PV
is
acLve,
CTA
overlay
opLon
appears
 Call
to
Ac2on
 (YouTube
account>Video>Edit)
 • 
Impressions,
clicks,
conversions,
etc.
through
 Repor2ng
 “Search
Networks”
AdWords
report.
CTA
overlay
 reporLng:
“Insight”
secLon
in
YouTube
account
 • 
Expand
high
performing
keywords
 Op2miza2on
 • 
Test
new
engaging
ad
text
&
videos
 • 
Learn
from
YT
Insight
‘hot
spots’,
demos
&
more
 Google Confidential and Proprietary
  • 25. Targeting Watch, Browse & GCN pages with PV • 
Google
Content
Network
only.
By
leaving
 Se#ngs
 managed
placements
empty,
ads
show
on
 Watch,
Browse
&
GCN
pages
 Formats
 • 
Promoted
Video
Ad
(DAB>Audio
&
Video)
 Ad
Groups
 • 
50‐100
Lghtly
themed
ad
groups
 • 
Once
PV
is
acLve,
CTA
overlay
opLon
appears
 Call
to
Ac2on
 (YouTube
account>Video>Edit)
 • 
Networks
Tab
 Repor2ng
 • 
Impressions,
clicks,
conversions,
view
through
 conversions
by
video
URL
 • 
Expand
high
performing
ad
groups
 Op2miza2on
 • 
Want
to
placement
target
videos?
Use
VTT
codes
 only;
targeLng
a
URL
does
not
work
 Google Confidential and Proprietary
  • 26. What metrics should I use for Promoted Videos?   Video Views   Clicks on Ad   Clicks on Call-to-Action Overlay   Click-through Conversions   View-through Conversions   “Likes” Google Confidential and Proprietary 26
  • 27. Agenda   Channels   Promoted Videos   YouTube Insight   Display   In-Stream   Review   Q&A Google Confidential and Proprietary
  • 28. YouTube Insight Demo (Access Insight for each video in the YouTube Account) Google Confidential and Proprietary 28
  • 29. How will YouTube Insight help my campaign?   Views: See pages & sites where users watched the video.   Discovery   On what sites has the video been embedded?   Search terms used to find the videos through organic & paid   “Advertising”: Views driven by Promoted Videos   Demographics   Who is viewing the video? Create a campaign targeting them.   Hot Spots   Hot spots indicate the most engagement. Cold spot? …Edit.   Call to Action   Learn the number of clicks on Call-to-Action overlays Google Confidential and Proprietary 29
  • 30. Three Simple Ways to Engage Customers Through YouTube As They While They Channels Search… Watch… Customized Promoted Invideo Channels Videos with Display Call-to-Action Advertising Google Confidential and Proprietary 30
  • 31. Who is a good fit for YouTube Display?   Clients you are pitching display to now   Clients excited about YouTube   Clients that are performing well now   Clients with video collateral Google Confidential and Proprietary 31
  • 32. YouTube pages that show ads Homepage Search Page Watch Page Browse Page 32 Google Confidential and Proprietary 32
  • 33. Setting up InVideo Display Ads in AdWords Google Confidential and Proprietary 33
  • 34. Browse Page: 300x250 Display Ad YouTube Video Browse Category •  Includes dedicated categories–advertisers can run on the homepage as well as against video content within those categories •  Advertisers can run Rich Media ads on the Videos Channel page Google Confidential and Proprietary 34
  • 35. YouTube Partner Content MAINSTREAM CONTENT Universal
Music
 Group
 HBO
 ESPN
 CBS
 NY
Times
 THE “NEW” MAINSTREAM Fred
Figglehorn
 EMERGING MIDTAIL Next
New
 Jonas
Brothers
 Howcast
 Mondo
Media
 Networks
 LONG TAIL Over 3,000 content JK
Wedding
 Video
Dance
 partnerships from Charlie
Bit
Me
 established names to YouTube made celebrities Google Confidential and Proprietary 35
  • 36. Engage your Audience with Media As They Watch Our Premium Content… • Over 3,000 Content Partnerships, 20+ categories …With Effective Creative Ad Formats… • Users watch partner videos for over 2 minutes on average. …That Are Well Targeted And • Use a variety of options to More… reach the right audience with Demo Geo Buzz your media Source: Internal Logs Google Confidential and Proprietary
  • 37. The Video Targeting Tool Google Confidential and Proprietary 37
  • 38. Setting up InVideo Display Ads in AdWords Google Confidential and Proprietary 38
  • 39. Top 2 ways to target Display on YouTube 1. Keyword Contextual Targeting Leverage Google’s proprietary contextual matching to find relevant video context to show your display ad in and around 2. Placement Targeting (Video Targeting) Use the new Video Targeting Tool to find the most relevant and specific categories, channels & videos for display ads Google Confidential and Proprietary 39
  • 40. Contextual Targeting with many ad group themes Contextual targeting Wider exposure, with specific targeting - Use 50-100 tightly themed ad groups limited to showing on - Limit to showing only on YouTube.com YouTube.com - Show on related content and fresh content Ad Group 8 Ad Group 5 Ad Group 2 Ad Group 9 Ad Group 6 Ad Group 3 Text Ads Text Ads Keywords Keywords Negative Keywords Negative Keywords Geo Targets Geo Targets Language Targets Language Targets Ad Schedule Ad Schedule Ad Group 7 Ad Group 4 Text Ads Text Ads Text Ads Keywords Keywords Keywords Negative Keywords Negative Keywords Negative Keywords Geo Targets Geo Targets Geo Targets Language Targets Language Targets Language Targets Keywor Ad Schedule Ad Schedule Ad Schedule d s s Text Ads Text Ads Text Ads Theme Keywords Keywords Keywords Negative Keywords Negative Keywords Negative Keywords Geo Targets Geo Targets Geo Targets Language Targets Language Targets Language Targets Ad Schedule Ad Schedule Ad Schedule Google Confidential and Proprietary 40
  • 41. Campaign Setup: Contextual Targeting • 
Google
Display
Network
 Se#ngs
 • 
Only
on
the
placements
I
manage
 • 
invideo
overlay
+
companion
 Formats
 • 
480x70
by
itself
 • 
300x250
by
itself
 Ad
Groups
 • 
50‐100
Lghtly
themed
Ad
Groups
 Placements
 • 
YouTube.com
only
 • 
Placement
Performance
Report
 Repor2ng
 • 
Impressions,
clicks,
conversions,
view
through
 conversions
by
video
URL
 • 
Expand
high
performing
ad
groups
w/CYN
 Op2miza2on
 • 
Want
to
placement
target
videos?
Use
VTT
codes
 only;
targeLng
a
URL
does
not
work
 Google Confidential and Proprietary
  • 42. Placement Targeting on YouTube Choose placements with the Video Targeting Tool Wants broad exposure on relevant content Category -Select the relevant categories -New content will be continually added Brand sensitive, but wants greater exposure Channels -Limited to only channels selected -New content will be added by YouTube partner Extreme brand sensitivity Video -Continually add videos to prevent becoming ‘stale.’ -VTT makes adding easy! Google Confidential and Proprietary
  • 43. Campaign Setup: Video Targeting Tool • 
Google
Display
Network
 Se#ngs
 • 
Only
on
the
placements
I
manage
 • 
invideo
overlay
+
companion
 Formats
 • 
invideo
overlay
 • 
YouTube
categories
 Save
codes
 Placements
 • 
YouTube
channels
 directly
from
 • 
individual
videos
 VTT!
 • 
Placement
Performance
Report
 Repor2ng
 • 
Impressions,
clicks,
conversions,
view
 through
conversions
 • 
What
placements
performed
well?
 Op2miza2on
 • 
Add
new
codes
through
VTT
 Google Confidential and Proprietary
  • 44. Video Targeting Tool Demo google.com/videotargeting Google Confidential and Proprietary 44
  • 45. What metrics should I use for Display?   Clicks on Ad   Click-through Conversions   View-through Conversions   Search Lift (Campaign Insights)   Visits to site from YouTube (Analytics) Google Confidential and Proprietary 45
  • 46. Watch Page: In-Stream Ads Companion value add (currently only on YouTube) •  300x60, static or flash •  Runs between breaks •  Click thru Ad functionality •  15 or 30 secs •  No skipping •  Click thru Pricing •  CPM •  Companion - value add Metrics Pre-Roll Mid-Rolls Post-Roll •  Plays, Mid-point / Completes •  Clicks / Click rate •  Third party tracking Google Confidential and Proprietary 46
  • 47. Who is a good fit for In-Stream Ads?   Currently spending on TV advertising   Looking to drive engagement and brand awareness   Have 30 second or 15 second videos created Google Confidential and Proprietary 47
  • 48. Target with the Video Targeting & Placement Tools Google Confidential and Proprietary 48
  • 49. What metrics should I use for In-Stream?   Play-back rate   Completion rate   Click-through rate   View-through conversions   Clicks on Ad (Companion or in-stream ad) Google Confidential and Proprietary 49
  • 50. Buying Media on YT: Reserving vs. Bidding Reservation Auction •  Guaranteed Impressions •  Flexible, Real time Buying •  Fixed Price •  Competitive Pricing •  Pay by CPM •  Bid by CPM or CPC •  Signed Contract •  Instant Optimization Google Confidential and Proprietary
  • 51. Agenda   Overview of Online Video & YouTube   Channels   Search: Promoted Videos and YouTube Insight   Watch: Display & In-Stream   Discover: The YouTube Homepage   Q&A Google Confidential and Proprietary
  • 52. Who is a good fit for the YouTube Homepage?   Want to drive awareness   Regularly buy media on portals   Are planning to launch a new product or brand   Have creative resources Google Confidential and Proprietary 52
  • 53. The YouTube Homepage Reach Impact Google Confidential and Proprietary
  • 54. An audience of 19 million people Million Sources: TV: Nielsen Media Research (July 20-26), Magazines: Magazine Publishers of America (2008), Newspapers: Audit Bureau of Circulation (April 2008), Movies: Box Office Mojo (2007) Google Confidential and Proprietary
  • 55. Over 40% of YouTube homepage visitors do not visit the main portals on the same day YouTube homepage visitors that do not visit other homepages 66% of YouTube visitors did not go to MySpace 41% of YouTube visitors did not go to AOL, MSN, Yahoo, or MySpace Source: Compete, % of Unique Homepage Visitors, March 2009 Google Confidential and Proprietary 55
  • 56. High reach across all demographics % Reach 25 20 15 % 10 5 0 Source: comScore MediaMetrix, November 2009 Google Confidential and Proprietary
  • 57. Homepage Ads Spark Brand Engagement Ad exposed users 4.7X more likely to take action Control Exposed 4.7X 4.0X 3.7X 2.7X 1.8X Top performing campaign 4X 18X 6X 6X 18X Source: Homepage Impact Study, November, 2009. N = 140. Median of exposed group as compared to control group indexed at 100%. Google Confidential and Proprietary
  • 58. Agenda   Overview of Online Video & YouTube   YouTube Channels   Search: Promoted Videos   Watch: Display and In-Stream   Discover: Homepage Ads   Summary   Q&A Google Confidential and Proprietary
  • 59. Summary   Online Video is mainstream.   Setting up YouTube campaigns is easy in the AdWords interface.   YouTube Channels create a home for clients’ brand & content.   Capture users while they search with the most engaging format available: Promoted Videos with Call-to-Action overlay   Capture users while they watch through Invideo Display and In- stream ads   Reach and captivate millions of users through Homepage ads Google Confidential and Proprietary 59
  • 60. Agenda   Overview of Online Video & YouTube   YouTube Channels   Search: Promoted Videos   Watch: Display and In-Stream   Discover: Homepage Ads   Summary   Q&A Google Confidential and Proprietary
  • 61. Appendix Google Confidential and Proprietary
  • 62. Watch Page: In-stream ads In-Stream Technical Specifications Optional In-Stream Video Tracking * Video must be 30 seconds or less (30's, 15's, 10's, 5's) * Ad can only accept one of the below 1X1 pixel's: * Video must allow embedding o 3rd Party impressions - 1x1 tracking pixel accepted * Maximum length: 15 and 30 seconds acceptable for long- o 3rd Party midpoints - 1x1 tracking pixel accepted form, 15 seconds or less for short-form (OR Brand Study Pixel) * Video Format: H.264, MPEG-2 or MPEG-4 preferred o 3rd Party completes - 1x1 tracking pixel accepted * Aspect Ratio: Native aspect ratio without letterboxing All tracking should come from a pre-approved 3rd party (examples: 4:3, 16:9) vendor. * Resolution: 640x360 (16:9) or 480x360 (4:3) recommended Approved 3rd party vendors: http://www.youtube.com/t/ ads_specs_policies * Audio Format: MP3 or AAC preferred * Frames per second: 30; Maximum file size: 1 GB In-Stream 300x60 Companion Banner Technical Resizing your video to these specifications before uploading Specifications will help your videos look better on YouTube. Guidelines for video upload are available via the YouTube Help * Dimensions accepted: 300x60 pixels Center. * Formats accepted: JPG, static GIF * Maximum file size ( JPG/GIF): 50 KB In-Stream Click Through * Maximum animation: 15 seconds * Required * Audio: N/A ; Rich Media is not accepted for this unit * 3rd Party click redirect or click command accepted * Destination URL and Landing Page URL must drive to same domain Google Confidential and Proprietary