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Future of advertising 3.0 Mike Yapp - Google
 

Future of advertising 3.0 Mike Yapp - Google

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    Future of advertising 3.0 Mike Yapp - Google Future of advertising 3.0 Mike Yapp - Google Presentation Transcript

    • &art science advertising 3.0 presented by the ZOO at Google YouTube
    • digital revolution
    • digital revolution everything’s changing faster
    • audience behavior has changed as wellso why did I come to google | youtube?
    • audience behavior has changed as welltraditionalso why did I come to google | youtube?advertising aloneno longer works
    • invention, innovationorchestration and the useradvertising 3.0
    • so why did I come to google | youtube?the target user
    • it’s not |about the audience anymoreso why did I come to google youtube?the target user
    • it’s not |about the audience anymoreso why did I come to google youtube? it’s about people using advertising as a toolthe target user
    • to be entertainedto be informedto be provided utility
    • how do we see it?
    • brands don’tsell brands,
    • brands don’t sell brands,people sell brands
    • meet Walt
    • meet Walt the ad test dummy
    • emotionmentalityvolitionconscienceself consciousness
    • he feelsemotionhe thinksmentalityhe choosesvolitionconscience and standardshe has normshe can pick himself out in a mirrorself consciousness
    • and the traditional approach to advertising to Walt...
    • otta have this car!You g
    • messageemotion
    • emotion self-consciousness
    • Is this car really me?emotion self-consciousness
    • viewpoint norms and standards frame of referencementality memory center vocabulary
    • viewpoint norms and standards frame of referencementality memory center vocabulary
    • conscience
    • I’m Sold!
    • and if we do our job right.
    • and if we do our job right. Walt will tell even more friends.
    • our job...
    • rand b e es ssive pa rs tiv t c ca a o rn we v intotu ie d v a
    • how?
    • brand attributes
    • brand attributes target audience
    • brand attributes target audiencedigital behaviors
    • brand attributes target audiencedigital behaviors digital strategy
    • successful campaigns arenot just aboutselling stuffor creating more unwanted noise.
    • it’s aboutcreating somethingthat enhances life
    • it’s aboutcreating somethingthat enhances life that is memorable, that delights, inspires and surprises. something that makes a person want to own it, riff on it, and share it with others...
    • five big advertising 3.0 opportunities
    • five big advertising 3.0 opportunities1 social: creating time, not buying time
    • five big advertising 3.0 opportunities1 social: creating time, not buying time2 video: live streaming video; online microcast
    • five big advertising 3.0 opportunities1 social: creating time, not buying time2 video: live streaming video; online microcast3 data visualization: turning the conversation around
    • five big advertising 3.0 opportunities1 social: creating time, not buying time2 video: live streaming video; online microcast3 data visualization: turning the conversation around4 augmented humanity: creating an annotated world
    • five big advertising 3.0 opportunities1 social: creating time, not buying time2 video: live streaming video; online microcast3 data visualization: turning the conversation around4 augmented humanity: creating an annotated world5 transmedia: the brand experience translated to multiple mediums
    • remember the mobile phone?
    • remember the mobile phone? it used to be about convenient communication
    • now we can talk to it
    • we see through it
    • and we even learn with it
    • but users won’t stop there they want more...
    • augmented humanity
    • and it’s not just annotating
    • so whadayagonna doabout it?
    • listen to the user visualize the data
    • put ’em on the map
    • let’em learnabout yourbrand
    • make your brand, their brand
    • give the user a stage
    • do you know this young man?
    • the mostpopular manon youtuberyan higaviews: 135,177,211total upload views: 779,400,409subscribers: 3,613,588
    • youtube stars: the station YouTube’s most popular partners collaborating on sketches, movie parodies, and web series.shaytards charlestrippyThe daily online Hundreds ofreality show featuring thousands of fansYouTube’s larger- follow the dailythan-life family guy, adventures of Charles KassemGtwoShay Carl. Shay is Trippy – a college KassemG is knownset to eat his way grad and social media for outrageous “manthrough Jazz Fest. star who’s built a on the street” huge following of interviews on Venice viewers Beach in addition to AndreasChoice starring The Station’s Make-up and fashion biggest sketch gurus are huge on comedy hits. YouTube and Andrea is The Station’s own Lisa Nova NicePeter fashion reporter. YouTube’s original The Station’s female comedy musical Timothy star, famous for mastermind and DeLaGhetto2 Tim is a rapper/fashion her pop-culture creator of parodies and countless song Channel Views: 14.6M+ fanatic, who’s laying down lyrics one minute, celebrity parodies and impersonations, improvised Total Video Views: 119M+ appearing in a comedy vlog the next, and then and a found of comedy tunes. reviewing new sneakers The Station.
    • helping to increase sales of the Sienna by 18.5 percent through November, double the industry average for minivans imitation = engagement 8.8 million views since maychanged perceptions sienna swagger wagon = cool
    • tap into the zeitgeist
    • YouTube StarsHauling / YouTube Community
    • YouTubeStars
    • “you don’t have to spend the money and youstill get the thrill – it’s like shopping porn”– Kit Yarrow, PHD, Consumer Psychologist and author of Gen Buyhauling with elle and blair elle and blair’s videos have been viewed more than 230 million times
    • let’em discover
    • real time gratification tipp-ex “hunter vs bear” 35M since august
    • spread the fun to everyone
    • from on-premise sponsorship to global audiencelive streaming video Bonnaroo on-site attendance: 75k total live streams: 4.3M average live streams: over 3.6M (day of) average video on demand views within 72 hours of initial live event: over 2.4M *Source: Google internal data- US only, total streams across 3 day festival broadcast) **Source: A/C entertainment
    • maybelline
    • Germany Korea Brazil harry potter and the deathly hallows global live streaming of the red carpet premiere18 countries, 8 languages on Youtube, MySpace and Facebook 637,884 live streams
    • one brand presencemanaged in one placeliving simultaneously on many sites and devices
    • live video socialconnections localized map widget live chat coupons music
    • YouTube
    • OrkutFacebook YouTube Brandsite.com
    • a global brandmessage
    • a global brandmessageseamlesslyintegrated withlocal content
    • one unified experience,across many sitesand devices
    • linked and managed globallyand localized to regions.
    • for 60 years people have been watching
    • maybe even dreaming in third-person
    • since the camcorder archiving life hasbecome as important as experiencing it
    • since the camcorder archiving life hasbecome as important as experiencing it life in narration
    • never before has there been a placewhere anyone in the world can go andinstantly find and share a story that reflects their life experience
    • and it all begin at the zoo
    • what has it become?
    • what has it become?one of the most powerfulmeans of communicationin the world
    • Iran Protests / YouTube
    • VIDEOCRACY
    • and no matter who you want tomotivate whether you are a brand orand individual you have a voice
    • thank youthe zoo at google | youtube