2010 11 11_brand channel_deck

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2010 11 11_brand channel_deck

  1. 1. Google Confidential and Proprietary
  2. 2. YOUTUBE IN ZAHLEN 17,960,000 40% UNIQUE USERS IM MONAT 1,570,000,000 REICHWEITE (ONLINE BEVÖLKERUNG DE) SEITENAUFRUFE Source: Nielsen NetView, Juli 2010, Home + Work usage
  3. 3. YOUTUBE ERREICHT ÜBERDURCHSCHNITTLICH JUNGE UND AKTIVE ZIELGRUPPEN. Geschlecht männlich weiblich Alter 6-13 14-19 20-29 30-39 40-49 50-59 60-69 70 und mehr Beruf Hausfrau Rentner, Berufslose, Witwe Auszubildende Angestellter Arbeiter Beamte Selbstständige Gewerbetreibende freie Berufe Source: GfK WebValue Juli 2010, Home usage only SOZIODEMOGRAPHIE YOUTUBE IM VERGLEICH ZUR INTERNETBEVÖLKERUNG (INDEX 100)
  4. 4. Beispiele für innovative Ideen auf YouTube Advanced: http://www.youtube.com/loreal Custom: http://www.youtube.com/user/siemens http://www.youtube.com/user/coldwellbankers http://www.youtube.com/user/symphony http://www.youtube.com/aviva http://www.youtube.com/doritosuk Mimickry: http://www.youtube.com/user/expendables http://www.youtube.com/nespresso http://www.youtube.com/tooheysextradry Annotations: http://www.youtube.com/user/Sienna http://www.youtube.com/frenchconnection Choose a different ending: http://www.youtube.com/watch?v=5P6UU6m3cqk Toy Story 3D Trailer in 3D Anaglyph: http://www.youtube.com/watch?v=2wYyl3xxhkI&feature=related
  5. 5. Brand Channel : Branding area 5 Header Banner • 960x150px Side Column Image • MPU Watch Page Banner Image Maps and Tracking • External URLS • Click Tags : http://ad-emea.doubleclick.net/clk;227072299;50843404;h?http://www.google.com/ Branding Box
  6. 6. Brand Channel Templates Carousel Mosaic Contest Hot spots Video wall This Moment Engagement products.. A product or tool YouTube offer (as a template or api) to help enhance an advertiser’s campaign
  7. 7. The Mosaic 7 A creative way to display a selection of videos
  8. 8. Mosaic – Top Tips The tiles of the mosaic are formed from video thumbnails (min.25) Automatching for shape and colour Thumbnails enlarge on rollover Contest voting is available Background image is 875x465px Send background image and video id list via stairway Mosaic takes around 4 hours to generate/update
  9. 9. The Video Wall Users can see a wall of up to 45 video thumbnails, encouraging them to explore all your videos, so spending more time with the brand
  10. 10. The Video Wall – Top Tips 45 thumbnails – with additional scrolling for more videos Once clicked the video expands to enable viewing within the wall Next video is initiated by mouse click Contest entries can be displayed within the wall Users can vote on their favourite video within the wall (contest) Dimensions are 875x465 Send background image and video id list via stairway 1
  11. 11. Hot Spots The Video Hotspots is a Flash-based gadget for displaying a group of clickable icons for viewing YouTube videos over a custom image. It is a very quick way to create an interactive branded experience without any technical resource.
  12. 12. Hot Spots – Top Tips Background image is 960x465px (jpg, png, gif) No animation Hotspot icon images Delivery of a collection of video ids – list Key Metrics – Google Analytics (plays, visits, events) Embed on external sites Dimensions can not be changed 1
  13. 13. The Carousel 1
  14. 14. The Carousel – Top Tips Six tabs per carousel (categories in contest admin) No language accents allowed Minimum three videos within each category No external links within the module Videos can not be ordered within the carousel it is random Backgrounds are not transparent 100 videos per tab/category Provide a gmail address for the contest admin tool 1
  15. 15. The Contest 1
  16. 16. The Contest Admin tool Settings GA Ts & Cs url Categories Scheduling Contest phases Customisation – colours & background images Management Accepting and rejecting submissions Adding videos to categories Reporting Number of entries Voting metrics Views Add in Google Analytics code Hit publish to action changesCategories for carousel or contest entries
  17. 17. Contest Dos… Contest gadget - The contest gadget sits on your Brand Channel, but can also be embedded into any third party website. Add richness to your own website by embedding the contest gadget. Contest gadget ad - Drive submissions, views and votes with our unique contest gadget ad that can run across YouTube and the Google Content Network. Users can view multiple videos within the unit, voting on them as they watch Contest voting overlay – As all submissions are YouTube videos, you can use this new tool to get users to vote on videos as they watch them on the watch page. Voting = One vote, per user, per video, per 24hour period Phase your campaign Keep it simple – provide clear, concise instructions for the user Ensure you have terms and conditions : Indemnify
  18. 18. The Contest – Top Tips Contests rules template? http://www.youtube.com/t/contest_platform_rules Do we have to be logged in to votes or submit? Can you vote directly from Ads? Is there a limit on the amount of uploads Difference between uploading and submitting? How can I integrate mosaic or video wall Provide a gmail address for the contest admin tool Advertisers never own the rights to a user’s video 1
  19. 19. Usern den Weg weisen: External Annotations BETA* Zum Beispiel auf YouTube * Ab einem Mindest-Buchungsvolumen von 40k. Freigabe durch YouTube erforderlich
  20. 20. Multiple Annotations möglich * Ab einem Mindest-Buchungsvolumen von 40k. Freigabe durch YouTube erforderlich
  21. 21. Zielgruppen Insight Geography Discovery Demographics Hot spots GeographyDiscoveryDemographicsHot spots
  22. 22. ERREICHEN SIE IHRE ZIELGRUPPE AUF YOUTUBE
  23. 23. USER JOURNEY YOUTUBE HOMEPAGE YOUTUBE SUCHERGEBNISSEITEN53% YOUTUBE VIDEOSEITEN25% YOUTUBE VIDEOSEITEN88% Source: GfK WebValue Juli 2010, Home usage only
  24. 24. MIT GESPONSERTEN VIDEOS WERDEN SIE GEFUNDEN
  25. 25. REICHWEITE IN DEUTSCHLAND YOUTUBE HOMEPAGE, YOUTUBE SUCHERGEBNISSEITEN UND YOUTUBE VIDEOSEITEN Source: GfK WebValue Juli 2010, Home usage only ALLER INTERNET NUTZER IN DEUTSCHLAND WERDEN AUF YOUTUBE VIDEOSEITEN ERREICHT. AUCH MIT PRE ROLLS. 34%
  26. 26. TARGETING MÖGLICHKEITEN DEMO TARGETING CATEGORY TARGETING CUSTOM BUNDLES 20€ TKP 20€ TKP 25€ TKP
  27. 27. Links http://gadgets.youtube.com/ 2

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