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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. YouTube Confidential and Proprietary Agenda   Overview of Online Video & YouTube   YouTube Channels   Search: Promoted Videos   Watch: Display and In-Stream   Discover: Homepage Ads   Summary   Q&A
  • 3. 3
 3 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
  • 4. Google Confidential and Proprietary 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
  • 5. Google Confidential and Proprietary 5 Fun Fact: In 2009, Americans spent more time viewing video online than checking e-mail 180 160 140 120 100 80 60 2008 2009 2010 2011 US Online Video Viewers (millions) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2008 2009 2010 2011 2012 2013 %ofInternetUsersViewing OnlineVideo U.S. Online Video Penetration Source: eMarketer, July, 2009 Online Video has already gone mainstream
  • 6. Google Confidential and Proprietary 6 Source: comScore, July 2009, YouTube internal 27% of YouTube sessions contain at least 1 search Prepare a strategy for the #2 Search Engine
  • 7. Google Confidential and Proprietary 7 Three Simple Ways to Engage Customers As They Search… Promoted Videos with Call-to-Action While They Watch… Invideo Display Advertising Through YouTube Channels Customized Channels
  • 8. Google Confidential and Proprietary 8 8 Created in AdWords, shown on YT
  • 9. Google Confidential and Proprietary 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
  • 10. Google Confidential and Proprietary 10  Clients who want to “be on YouTube”  Clients with videos  Clients focusing on building community  Clients with social media strategies Who is a good fit for YouTube Channels?
  • 11. Google Confidential and Proprietary 11 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 Brand Channels
  • 12. Google Confidential and Proprietary Brand Channels vs. User Channels Areas Characteristics User Channel Brand Channel Custom 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
  • 13. Google Confidential and Proprietary Brand Channel Wireframe
  • 14. 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.)
  • 15. Google Confidential and Proprietary 15 As They Search… Promoted Videos with Call-to-Action While They Watch… Invideo Display Advertising Through YouTube Channels Customized Channels Three Simple Ways to Engage Customers
  • 16. Google Confidential and Proprietary 16  Clients focusing on search  Clients with videos  Clients who want to spread the word  Clients with visual products  Clients willing to create video Who is a good fit for Promoted Videos?
  • 17. Google Confidential and Proprietary •  Promoted Videos increase views for your client’s videos •  Call-to-Action Overlays use those views to drive traffic to client’s 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 how each user discover it User clicks on Promoted Video Link User clicks on Call-to-Action Overlay Promoted Videos and Call-to-Action overlay
  • 18. Google Confidential and Proprietary 18 “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”
 Complement Search with PV elsewhere
  • 19. Google Confidential and Proprietary 19 Promoted Videos Case Study: Zagg Inc. Link: youtube.com/results?search_query=zagg+customer+testimonial&aq=f
  • 20. Google Confidential and Proprietary Promoted Videos – Where the click occurs
  • 21. Google Confidential and Proprietary Choose to Play video in the Watch Page
  • 22. Google Confidential and Proprietary Or to Play video in the Channel Page
  • 23. Google Confidential and Proprietary 23 Promoted Videos & CTA Demo & Case Study Link to case study: http://www.youtube.com/watch?v=p4tuTi8_z6Q
  • 24. Google Confidential and Proprietary Targeting Search pages with Promoted Videos Se#ngs
 • 
Google
Search
Partners
 Formats
 Call
to
Ac2on
 Repor2ng
 Op2miza2on
 • 
Promoted
Video
Ad
(DAB>Audio
&
Video)
 • 
Once
PV
is
acLve,
CTA
overlay
opLon
appears
 (YouTube
account>Video>Edit)
 • 
Impressions,
clicks,
conversions,
etc.
through
 “Search
Networks”
AdWords
report.
CTA
overlay
 reporLng:
“Insight”
secLon
in
YouTube
account
 • 
Expand
high
performing
keywords
 • 
Test
new
engaging
ad
text
&
videos
 • 
Learn
from
YT
Insight
‘hot
spots’,
demos
&
more
 Ad
Groups
 • 
Keywords
from
the
YT
keyword
tool

  • 25. Google Confidential and Proprietary Targeting Watch, Browse & GCN pages with PV Se#ngs
 Formats
 Repor2ng
 Op2miza2on
 • 
Google
Content
Network
only.
By
leaving
 managed
placements
empty,
ads
show
on
 Watch,
Browse
&
GCN
pages
 • 
Networks
Tab
 • 
Impressions,
clicks,
conversions,
view
through
 conversions
by
video
URL
 • 
Expand
high
performing
ad
groups
 • 
Want
to
placement
target
videos?
Use
VTT
codes
 only;
targeLng
a
URL
does
not
work
 Ad
Groups
 • 
50‐100
Lghtly
themed
ad
groups
 • 
Promoted
Video
Ad
(DAB>Audio
&
Video)
 Call
to
Ac2on
 • 
Once
PV
is
acLve,
CTA
overlay
opLon
appears
 (YouTube
account>Video>Edit)

  • 26. 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”
  • 27. Google Confidential and Proprietary Agenda   Channels   Promoted Videos   YouTube Insight   Display   In-Stream   Review   Q&A
  • 28. Google Confidential and Proprietary 28 YouTube Insight Demo (Access Insight for each video in the YouTube Account)
  • 29. Google Confidential and Proprietary 29   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 How will YouTube Insight help my campaign?
  • 30. Google Confidential and Proprietary 30 As They Search… Promoted Videos with Call-to-Action While They Watch… Invideo Display Advertising Through YouTube Channels Customized Channels Three Simple Ways to Engage Customers
  • 31. Google Confidential and Proprietary 31  Clients you are pitching display to now  Clients excited about YouTube  Clients that are performing well now  Clients with video collateral Who is a good fit for YouTube Display?
  • 32. Google Confidential and Proprietary 32 32 YouTube pages that show ads Search PageHomepage Watch Page Browse Page
  • 33. Google Confidential and Proprietary Setting up InVideo Display Ads in AdWords 33
  • 34. Google Confidential and Proprietary 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
  • 35. Google Confidential and Proprietary 35 YouTube Partner Content MAINSTREAM CONTENT LONG TAIL EMERGING MIDTAIL Jonas
Brothers
 Howcast
 Mondo
Media
 Next
New
 Networks
 JK
Wedding
 Video
Dance
 Charlie
Bit
Me
 Universal
Music
 Group
 HBO
 ESPN
 CBS
 NY
Times
 THE “NEW” MAINSTREAM Fred
Figglehorn
 Over 3,000 content partnerships from established names to YouTube made celebrities
  • 36. Google Confidential and Proprietary 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 • Use a variety of options to reach the right audience with your media Demo Geo Buzz And More… Source: Internal Logs
  • 37. Google Confidential and Proprietary 37 The Video Targeting Tool
  • 38. Google Confidential and Proprietary Setting up InVideo Display Ads in AdWords 38
  • 39. Google Confidential and Proprietary 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
  • 40. Google Confidential and Proprietary 40 Contextual targeting limited to showing on YouTube.com Wider exposure, with specific targeting - Use 50-100 tightly themed ad groups - Limit to showing only on YouTube.com - Show on related content and fresh content Contextual Targeting with many ad group themes Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup4 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup5 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup6 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup2 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup3 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup7 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup8 Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule AdGroup9 Themes Keywords
  • 41. Google Confidential and Proprietary Campaign Setup: Contextual Targeting Se#ngs
 • 
Google
Display
Network
 • 
Only
on
the
placements
I
manage
 Formats
 Placements
 Repor2ng
 Op2miza2on
 • 
invideo
overlay
+
companion
 • 
480x70
by
itself
 • 
300x250
by
itself
 • 
YouTube.com
only
 • 
Placement
Performance
Report
 • 
Impressions,
clicks,
conversions,
view
through
 conversions
by
video
URL
 • 
Expand
high
performing
ad
groups
w/CYN
 • 
Want
to
placement
target
videos?
Use
VTT
codes
 only;
targeLng
a
URL
does
not
work
 Ad
Groups
 • 
50‐100
Lghtly
themed
Ad
Groups

  • 42. Google Confidential and Proprietary Placement Targeting on YouTube Extreme brand sensitivity -Continually add videos to prevent becoming ‘stale.’ -VTT makes adding easy! Channels Brand sensitive, but wants greater exposure -Limited to only channels selected -New content will be added by YouTube partner Category Wants broad exposure on relevant content -Select the relevant categories -New content will be continually added Video Choose placements with the Video Targeting Tool
  • 43. Google Confidential and Proprietary Se#ngs
 • 
Google
Display
Network
 • 
Only
on
the
placements
I
manage
 Formats
 Placements
 Repor2ng
 Op2miza2on
 • 
invideo
overlay
+
companion
 • 
invideo
overlay
 • 
YouTube
categories
 • 
YouTube
channels
 • 
individual
videos
 • 
Placement
Performance
Report
 • 
Impressions,
clicks,
conversions,
view
 through
conversions
 • 
What
placements
performed
well?
 • 
Add
new
codes
through
VTT
 Save
codes
 directly
from
 VTT!
 Campaign Setup: Video Targeting Tool
  • 44. Google Confidential and Proprietary 44 Video Targeting Tool Demo google.com/videotargeting
  • 45. Google Confidential and Proprietary 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)
  • 46. Google Confidential and Proprietary 46 Watch Page: In-Stream Ads Pre-Roll Mid-Rolls Post-Roll Ad functionality • 15 or 30 secs • No skipping • Click thru Metrics •  Plays, Mid-point / Completes •  Clicks / Click rate •  Third party tracking Pricing • CPM • Companion - value add Companion value add (currently only on YouTube) • 300x60, static or flash • Runs between breaks • Click thru
  • 47. Google Confidential and Proprietary 47  Currently spending on TV advertising  Looking to drive engagement and brand awareness  Have 30 second or 15 second videos created Who is a good fit for In-Stream Ads?
  • 48. Google Confidential and Proprietary 48 Target with the Video Targeting & Placement Tools
  • 49. Google Confidential and Proprietary 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)
  • 50. Google Confidential and Proprietary Buying Media on YT: Reserving vs. Bidding Auction • Flexible, Real time Buying • Competitive Pricing • Bid by CPM or CPC • Instant Optimization Reservation • Guaranteed Impressions • Fixed Price • Pay by CPM • Signed Contract
  • 51. Google Confidential and Proprietary Agenda   Overview of Online Video & YouTube   Channels   Search: Promoted Videos and YouTube Insight   Watch: Display & In-Stream   Discover: The YouTube Homepage   Q&A
  • 52. Google Confidential and Proprietary 52  Want to drive awareness  Regularly buy media on portals  Are planning to launch a new product or brand  Have creative resources Who is a good fit for the YouTube Homepage?
  • 53. Google Confidential and Proprietary The YouTube Homepage Reach Impact
  • 54. Google Confidential and Proprietary An audience of 19 million peopleMillion 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)
  • 55. Google Confidential and Proprietary 66% of YouTube visitors did not go to MySpace Over 40% of YouTube homepage visitors do not visit the main portals on the same day 55 YouTube homepage visitors that do not visit other homepages Source: Compete, % of Unique Homepage Visitors, March 2009 41% of YouTube visitors did not go to AOL, MSN, Yahoo, or MySpace
  • 56. Google Confidential and Proprietary High reach across all demographics 0 5 10 15 20 25 % % Reach Source: comScore MediaMetrix, November 2009
  • 57. Google Confidential and Proprietary Source: Homepage Impact Study, November, 2009. N = 140. Median of exposed group as compared to control group indexed at 100%. 1.8X 2.7X 4.0X 3.7X 4.7X Control Exposed Ad exposed users 4.7X more likely to take action Top performing campaign 4X 18X 6X 6X 18X Homepage Ads Spark Brand Engagement
  • 58. Google Confidential and Proprietary Agenda   Overview of Online Video & YouTube   YouTube Channels   Search: Promoted Videos   Watch: Display and In-Stream   Discover: Homepage Ads   Summary   Q&A
  • 59. Google Confidential and Proprietary 59   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 Summary
  • 60. Google Confidential and Proprietary Agenda   Overview of Online Video & YouTube   YouTube Channels   Search: Promoted Videos   Watch: Display and In-Stream   Discover: Homepage Ads   Summary   Q&A
  • 61. Google Confidential and Proprietary Appendix
  • 62. Google Confidential and Proprietary In-Stream Technical Specifications * Video must be 30 seconds or less (30's, 15's, 10's, 5's) * Video must allow embedding * Maximum length: 15 and 30 seconds acceptable for long- form, 15 seconds or less for short-form * Video Format: H.264, MPEG-2 or MPEG-4 preferred * Aspect Ratio: Native aspect ratio without letterboxing (examples: 4:3, 16:9) * Resolution: 640x360 (16:9) or 480x360 (4:3) recommended * Audio Format: MP3 or AAC preferred * Frames per second: 30; Maximum file size: 1 GB Resizing your video to these specifications before uploading will help your videos look better on YouTube. Guidelines for video upload are available via the YouTube Help Center. In-Stream Click Through * Required * 3rd Party click redirect or click command accepted * Destination URL and Landing Page URL must drive to same domain Optional In-Stream Video Tracking * Ad can only accept one of the below 1X1 pixel's: o 3rd Party impressions - 1x1 tracking pixel accepted o 3rd Party midpoints - 1x1 tracking pixel accepted (OR Brand Study Pixel) o 3rd Party completes - 1x1 tracking pixel accepted All tracking should come from a pre-approved 3rd party vendor. Approved 3rd party vendors: http://www.youtube.com/t/ ads_specs_policies In-Stream 300x60 Companion Banner Technical Specifications * Dimensions accepted: 300x60 pixels * Formats accepted: JPG, static GIF * Maximum file size ( JPG/GIF): 50 KB * Maximum animation: 15 seconds * Audio: N/A ; Rich Media is not accepted for this unit Watch Page: In-stream ads