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Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
Google's vision for_video-online_tuesday
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Google's vision for_video-online_tuesday

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This presentation was given by Benjamin Faes, Managing Director Media & Platform at Google, at Online Tuesday on February 14, 2012.

This presentation was given by Benjamin Faes, Managing Director Media & Platform at Google, at Online Tuesday on February 14, 2012.

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  • 1. the video opportunity
  • 2. do any of these describe you? “I have video “I make money from“I have video content content and viewers, video but want tobut no audience” but no way to optimize my monetise it” advertising” “I want to offer video across mobile “I love video” devices” Google Confidential and Proprietary
  • 3. how we watch is changing1950 – 1980 1980 – 2002 00 and beyondTV Cable TV Digital video• limited programming • 500 channels • unlimited channels• mass appeal content • targeted content • unlimited, niche content• passive audience • selective audience • engaged audience• one way experience • two-way experience • multi-way experience BROADCASTING MICROCASTING Google Confidential and Proprietary
  • 4. people are changing"Its interesting to thinkof what the definition of “People don’t think ofa TV is,” said TV anymore, they justComcasts Strauss think of video.” "My kids “I have a video think an iPad sales team… but want to optimize is a TV!” my advertising” Google Confidential and Proprietary
  • 5. content is changingthe line between advertisingand content is blurring ads need to entertain, and enhance content Google Confidential and Proprietary
  • 6. video is primetime online video watching shifting to primetime +30% increase in online video viewership from 6-9pmSource: Yahoo! Online Video Watching Study, June 2011. Yahoo! Insights, Phase 2 of Video Google Confidential and Proprietary
  • 7. Primetime content is moving online
  • 8. Video is exploding Are you ready?
  • 9. video: opportunity & challenge
  • 10. the opportunity is BIG online video comprises nearly32% of time spent online, 500%+ growth online video spendeMarketer Nov 2011, 2011-2015 growth
  • 11. challenge: fragmentation Today users have access to content on their schedule and can access in many ways and places. Consumer behaviour has changed and fragmented Confidential and Proprietary Google
  • 12. challenge: the pace of evolution Advertising has evolved dramatically since the first text and display banners•  Advertising models (cpm, cpv, cpa) and formats (pre- & post-roll, overlay) have evolved•  Buyers are experimenting with immersive rich media and video takeovers Google Confidential and Proprietary
  • 13. Formats and Platforms
  • 14. there’s a perfect (video) ad for everyone Pre-roll completion rates 15 seconds 30 seconds 82% 71% completion rate completion rate Experiments with new formats Skippable User Choice Interactive / SocialSource: Google internal data, April 2011 Google Confidential and ProprietaryGoogle video network partners and owned and operated properties
  • 15. TrueView:Give Viewers Choice
  • 16. TrueView – Asos
  • 17. TrueView - Durex Vinyl I saw this as an add on a video then came here to watch this video again :s widesentertainment The first time EVER I have elected not to‘SKIP THIS AD’ on YouTube. Gratz Durex, lets get it on joysticky83 First time I’ve even not skipped the add. First time I’ve ever deliberately tried to find an add. Well played Durex JakeMDavey haha first time i actually chose not to‘skip this ad’ and then came back to listen again :$ :) AlitaPalliee96
  • 18. Invest in a Mobile Video Experience Desktop Browser Mobile Browser Mobile Applications Google Confidential and Proprietary
  • 19. thank you

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