4 Expert Presentations: How to Harness Videos for Your Brand

CLINIC:

Video & Celebrity!

Module 1!
Scott Galloway!
L2 | NYU Stern!

@profgalloway
@L2_ThinkTank

Hashtag:!
#L2ThinkTank!
Wireless Login:!
Network: SternOnTheMove2!
Username: L2guest!
Password:!L2thinktank!

CLINIC:

Video & Celebrity!

Objective:!
To gain insight into
VIDEO & CELEBRITY
PLATFORMS
and their role in
PRESTIGE!

The New Platform?
Most Popular Popular Celebrity
Fashion Magazines Facebook Pages
(Global Circulation)

(Number of Likes)

Rihanna 41.6 M
Lady Gaga 41.5 M
Shakira 37.9 M
Justin Bieber 33.6 M
Katy Perry
32.8 M
Ronaldo 31.6 M
3.0 M Cosmopolitan

2.4 M Glamour

1.8 M In Style

1.3 M Vogue

1.2 M Vanity Fair

1.1 M Allure

1.1 M Elle

The Shift: Analog to Digital

Monthly Unique Visitors

NYT(Jan ‘11): 32M
5-year contract
$15 million signed in 2006

Huffington (Jan ‘11): 25M
24% decline
in viewership Huffington (Aug ‘05): 512K
(to 5.73MM)

acquisition price of
$315 million Hufﬁngton Post by AOL

Replaced in May 2011
estimated proﬁt earned
$18 million by Arianna

The changing value chain

Media Firm /
Brand Content Consumer
Platform

Dan Piech! John Eaton! Rick Silvestrini!
comScore, Inc. Halogen YouTube

Paull Young! Ant Cauchi! Maureen Mullen! Andrea Derricks!
charity: water Outside Line L2 L2

CLINIC:

Video & Celebrity!

Module 1!
Dan Piech!
comScore, Inc.!

Online Video by the Numbers
Where we've come from, where we're headed, and why you should care.

#DanPiech, Product Manager, comScore July 2011

101 MILLION PEOPLE
IN THE UNITED STATES
ARE GOING TO WATCH

© comScore, Inc. Proprietary. 13 Source: comScore Video Metrix, June 2011

101 MILLION PEOPLE

1.3
ARE GOING TO WATCH

BILLION VIDEOS


101 MILLION PEOPLE

1.3
ARE GOING TO WATCH

BILLION VIDEOS

TODAY

706% GROWTH
SINCE 2006


AGENDA
WHERE WE’VE COME FROM

CHARACTERISTICS OF THE VIDEO AUDIENCE

WHAT WE’RE WATCHING

THE VIDEO AD UNIVERSE

WHY VIDEO IS A POWERFULLY UNIQUE AD MEDIUM

! ACTION ITEMS

© comScore, Inc. Proprietary. 17 Icon Source: Dale Morrell, 19eighty7.com

AGENDA





ACTION ITEMS


1985: The Internet is Text-Based

1985

© comScore, Inc. Proprietary. 19

1995: The Internet becomes HTML-based

1995

© comScore, Inc. Proprietary. 20 Source: archive.org

HTML increases Internet penetration

Total Internet Users (MM)
220
200
180
160
140
120
100
80
60
40
20
0
JAN 1999 June 2011

© comScore, Inc. Proprietary. 21 Source: comScore Media Metrix June 2011

2000: Dial-up connections stifle online video growth

2000
56 kbps


2000-2006: Explosion of Broadband Connectivity

Broadband Penetration

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

© comScore, Inc. Proprietary. 23 Source: comScore Media Metrix June 2011

2006: Video Reaches the Big Stage

2006

<embed src=“video.swf”>

2006: Online Video Viewership Nearly Doubles

180,000

160,000

140,000

120,000

100,000

80,000

60,000

40,000

20,000

0
Jan '06

Mar '06

May

Jul '06

Sep '06

Nov '06

Jan '07

Mar '07

May

Jul '07

Sep '07

Nov '07

Jan '08

Mar '08

May

Jul '08

Sep '08

Nov '08

Jan '09

Mar '09

May

Jul '09

Sep '09

Nov '09

Jan '10

Mar '10

May

Jul '10

Sep '10

Nov '10
'09

'10
JAN 2006 JAN 2007 JAN 2009 JAN 2010 JAN 2011

© comScore, Inc. Proprietary. 25 Source: comScore Video Metrix

2006: Beginning to Monetize

2006
$324 MILLION (ad spend)

63 BILLION VIDEOS
© comScore, Inc. Proprietary. 26 Source: comScore Video Metrix; eMarketer, December 2009; IAB, 2010

Premium video content achieves scale en-masse

2009
<video>


2009: The late majority become video viewers

180,000

160,000

140,000

120,000

100,000

80,000

60,000

40,000

20,000

0
Jan '06

Mar '06

May

Jul '06

Sep '06

Nov '06

Jan '07

Mar '07

May

Jul '07

Sep '07

Nov '07

Jan '08

Mar '08

May

Jul '08

Sep '08

Nov '08

Jan '09

Mar '09

May

Jul '09

Sep '09

Nov '09

Jan '10

Mar '10

May

Jul '10

Sep '10

Nov '10
'09

'10


Crossing the Chasm analogy as it applies to Online Video

© comScore, Inc. Proprietary. 29 Concept Source: Crossing the Chasm by Geoffrey Moore; Image Source: Craig Chelius

2006 was the year of the early majority, 2009 the late majority

180,000

160,000

140,000

120,000

100,000

80,000

60,000

40,000 EARLY LATE
MAJORITY MAJORITY
20,000

0
Jan '06

Mar '06

May

Jul '06

Sep '06

Nov '06

Jan '07

Mar '07

May

Jul '07

Sep '07

Nov '07

Jan '08

Mar '08

May

Jul '08

Sep '08

Nov '08

Jan '09

Mar '09

May

Jul '09

Sep '09

Nov '09

Jan '10

Mar '10

May

Jul '10

Sep '10

Nov '10
'09

'10


2010: Video is the fastest growing online ad format

2010
$1,440 MILLION (ad spend)

441 BILLION VIDEOS
© comScore, Inc. Proprietary. 31 Source: comScore Video Metrix; eMarketer, December 2009; IAB, 2010

Online video is by far and away the fastest growing Internet segment

2006 – 2010
$ Ad Spend: +344%
# Videos: +600%


Online Video’s Paradigm Shift

2000 = An Occasionally Viewed Medium for
Peripheral, Low-Quality
Media Consumption

2011 = A Regularly Targeted Medium for
Engaged, High-Quality
Media Consumption


Online video is now a significant aspect of our online lives

TODAY
NUMBER OF VIEWERS per month
183MM
% OF INTERNET AUDIENCE 86%
VIDEOS VIEWED per month
39B
VIDEOS PER PERSON per month
211
VIEWING TIME PER PERSON per month
16 hr


China and the US lead the way with scale

300
Unique Viewers by Country (MILLIONS)
250
Unique Viewers per month

200

150

100

50

0

New Zealand
China
US
Japan

France
Russia
Brazil
UK

Canada

Spain
Italy
Mexico
Argentina
Australia
Malaysia
Chile
Hong Kong
Singapore
India

Turkey
Germany

© comScore, Inc. Proprietary. 35 Source: comScore Video Metrix, April 2011

Canada has the most active video viewing population

200
180 Monthly Videos per Viewer by Country

160
Videos per viewer per month

140
120
100
80
60
40
20
0

New Zealand
Canada
US

Japan

UK
Spain
Hong Kong
France
Italy
Singapore
Mexico
Australia
Chile
Argentina

Brazil
Russia
Malaysia
India
Turkey
Germany

© comScore, Inc. Proprietary. 36 Source: comScore Video Metrix, April 2011

AGENDA





ACTION ITEMS


All ages consume online video

Percentage of Internet Audience that View Video

100
89.43 87.17 86.31
90 85.92 85.51 84.61 85.19
80
70
Percent per month

60
50
40
30
20
10
0
12-17 18-24 25-34 35-44 45-54 55-64 65+


18-34 Year-olds are heaviest consumers of online video

350 325
Monthly Videos Per Viewer
300
269
250 240

211
200 179

150 140
119
100

50

0
12-17 18-24 25-34 35-44 45-54 55-64 65+


Men and women are equally likely to have watched online video

Percent of Viewers

49.7% Male
50.3% Female

48% 52% 42% 58%


Men watch 1.7x as many videos online as women

Video Views

38%
Male
Female
63%

48% 52% 42% 58%


Men account for more than 2/3rds of the time spent viewing online

Time Spent Viewing

31%

Male
Female

69%
48% 52% 42% 58%


Wealthy households consume more online video

Videos per Viewer by Household Income
250
227
218 211
202 209
199
200

150

100

50

0
$15k-$24k $25k-$39k $40k-$59k $60k-$74k $75k-$99k $100k +


AGENDA





ACTION ITEMS


Where are viewers watching content videos?

Total Unique
Web Property Viewers (000)
(of content videos)

Google Sites 149,281
VEVO 63,003
Yahoo! Sites 52,665
Microsoft Sites 50,663
Viacom Digital 49,493
Facebook.com 47,687
AOL, Inc. 43,915
Turner Digital 30,063
Hulu 26,701
NBC Universal 19,602


Duration moves upwards as long-form TV content moves online

180
Total US Viewing Duration +162%
160

140
Billions of Minutes

120

100

80

60

40

20

0
Mar-09 May-09 Jul-09 Sep-09 Nov-09 Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10


Viewing of long-form TV content online doubled from 2009-2010

2009-2010 Yearly growth among long-form TV
programming sites

Videos Viewed Videos per Viewer

104% 75%
increase increase

© comScore, Inc. Proprietary. 47 Source: comScore Video Metrix, Dec 2009 – Dec 2010

8% of long-form TV websites’ viewers view video on any given day

Average percent of a long-form TV site’s viewers
that view videos on any given day

4%
2009
8% 2010

© comScore, Inc. Proprietary. 48 Source: comScore Video Metrix, Dec 2009 – Dec 2010

How the new TV audience tunes in: by platform

Online-Only
Cross Platform Viewers
0
29%
0% TV Viewers
6%

Cross Platform
Viewers
24%

Online-Only TV-Only Viewers
TV Viewers 70%
6%

© comScore, Inc. Proprietary. 49 Survey conducted by comScore in August, 2010 Sample Size: 2053

Platform viewing by age:

TV + Online Online
18-24 TV Only 57%
35% 8%

25-34 55% 36% 9%

35-49 75% 20% 5%


AGENDA





ACTION ITEMS


The average online viewer is reached 35 times a month by video ads

5.2 Billion
video ad impressions per month

2.2 Billion
video ad minutes per month

148 Million
viewers exposed to video ads

35 video ads per person per month

The ad market is growing, but has room for more

21 % Growth YOY
video ad impressions per month

22 % Growth
video ad minutes per month
YOY

8 % Growth
viewers exposed to video ads
YOY

13 % Growth
video ads per person per month
YOY


Online video advertising reaches half of the total US population

81% video
viewers

70%
total web

48% total US
Population


Only 1.3% of time spent viewing video online is spent watching ads

All Online Video Television
1.3%
Ads Content
25%

98.7% 75%

1.3% of time spent viewing video online
is spent viewing ads compared to 20-30% on
TV


Television is far more monetized than online video

Entertainment Sites Television
3%
Ads Content
25%

75%
97%

3.1% of time spent viewing video online
on entertainment sites is spent viewing ads
compared to 20-30% on TV


There is significantly less clutter in the online world

Long-Form Premium TV-content Television
8.1%
Ads Content
25%

91.9% 75%

8.1% of time spent viewing video online on
long-form premium TV content is spent viewing
ads compared to 20-30% on TV


AGENDA





ACTION ITEMS


Online viewers are more receptive to advertising

How would you rate the commercials you see when
watching original TV shows on ONLINE vs. TV?

Online
Ra:ng
TV
Ra:ng

Commercials
make
me
think
favorably
about
the
brand
being
31.2%

adver:sed
18.7%

29.8%

Commercials
are
relevant
to
me
18.6%

30.1%

Commercials
are
memorable
21.8%

The
commercials
interfere
with
my
show
viewing
32.1%

32.0%

I
enjoy
watching
the
commercials
19.5%

34.3%

Commercials
are
annoying
25.6%

35.8%

Commercials
are
interes:ng
22.0%

© comScore, Inc. Proprietary. 59 Source: comScore TV Everywhere Survey | n = 1825

Online viewers can easily and immediately pursue a brand further

What are the reasons you visited an advertiser’s website
while watching a show online?

A video commercial played during the show

A product that you noticed in the program

A video commercial played before the show

A text or image-based commercial
surrounding the video player

Other

0 10 20 30 40 50 60
Percentage of respondents

© comScore, Inc. Proprietary. 60 Source: comScore TV Survey, 2010

Nearly 100% of online spenders are video viewers

Non-Video
Viewers
4%

Video
Viewers
96%

© comScore, Inc. Proprietary. 61 comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010

Video viewers spend more online

comScore Online Buying Power Index

170
180 145
136
160
115
140
100
120
100
80
60
40
20
0
All Internet All Video Video Ad Earned Media Premium Long-
Users Viewers Networks & Social Video Format Video

© comScore, Inc. Proprietary. 62 comScore Video Metrix and comScore E-Commerce Online Spend Data – June 2010

Cross-platform viewers are 21% more likely to have $100k+ HHI

$
Cross-platform viewers are 21% more likely
to have $100,000+ household incomes
than television-only viewers

TV Only Viewers Cross-Platform Viewers

11.7 14.2
Household Income

< $100k
> $100k

88.3 85.8

© comScore, Inc. Proprietary. 63 comScore cross-media survey, May, 2011

Video is social, interactive, lean forward…

Note the clichéd clip-art graphics


1 in 3 video viewers comment


2 in 5 upload videos


1 in 2 regularly share videos


More than 1 in 2 view online video with others


Among 18-34’s, more than 2 in 3 view with others


AGENDA





! ACTION ITEMS


The market has plenty of room to grow!

Ad Spending (MM) Streams (MM)

$6,000 500000

$5,202 450000
440,692
$5,000
400000

350000
$4,000 $3,844

300000

260,049 $2,858
$3,000 250000

200000
$1,966
$2,000
142,254 150000
$1,440

102,141 $1,029 100000
$1,000 $734
63,515
$324 $410 50000
$135 $225
$40 $55 $85
$0 0
2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014
© comScore, Inc. Proprietary. 71 Source: comScore Video Metrix, December 2010 and eMarketer, December 2009

Action Plan:

  Put together a video action plan with discrete goals
–  Is your goal to…
Increase website/microsite visits?
Improve brand opinion?
Introduce a brand message to a larger audience or a more niche audience?
Drive direct online or offline purchase behavior?
The technology infrastructure of the Internet affords these opportunities to you

  Determine where and how your target audience is consuming video
  Keep your mind open to using the new opportunities online video affords:
–  Using a YouTube Partner as a brand advocate
–  Developing branded content that spurs conversation
–  Cross pollinating your social media campaigns with video

  Use the many resources and measurement companies available to
determine if your goals have been met
–  Most any goal can be easily and discretely measured


This is NOT TV!


This is Online Video!


Thank you!
#DanPiech | dpiech@comscore.com

5
Tiffany & Co.
True Love Grows
252,921 views

Tiffany & Co. – True Love Grows

http://www.youtube.com/user/OfficialTiffanyAndCo?
v=T4jBlJV9SzU&feature=pyv&ad=11699728557&kw=tiff
any%20%26%20co

CLINIC:

Video & Celebrity!

Module 1!
John Eaton!
Halogen!

seeding video via
inﬂuencer networks

john eaton, halogen

video is the
most engaging…
most shareable…
most desired…
content on the web

halogen

Introducing video assets and
extension experiences of your
video into a variety of networks
exponentially expands the
possibilities for your video and
its objectives.

halogen

With a trans-media alternate reality game
Audi of America generated 250k test drives.

halogen

ASSUMPTION #1

Brand Objective:
Through online video
engagement build & grow the
brand status while driving
consumer aspiration.

halogen

ASSUMPTION #2

Brand Achievements:
As brand marketers you want
the best connection (right
people) towards the most
complete engagement.

VIEWS, RE-WATCH, PASS-ALONG, EMBEDS, INTEREST, AFFINITY, PURCHASE INTENT, LOYALTY
halogen

ASSUMPTION #3

Creative Assets
As a prestige brand you have
high quality video content and/
or the resources to create new
video content.

halogen

ASSERTION #1

It’s not just PR
The cultivation, inspiration and
management of multiple over-
lapping networks, through their
inﬂuencers, to drive action in their
audiences.

halogen

ASSERTION #2

How to think about celebs
As potentially valuable assets for
the brand, the brand inﬂuencers,
and the audiences they engage
with.

halogen

Back in the day…
A single radio station could
determine the success or failure
of a new song.

halogen

Today…
Independent bloggers like Harry
Knowles at Ain’t It Cool News
use the web to inﬂuence
hundreds of thousands.

halogen

Why does inﬂuence matter?
Inﬂuencers can motivate consumers in an authentic,
credible, and amplifying way that brands cannot.

They create a great context for brands to connect.

halogen

Within their networks, inﬂuencers ARE the celebrities.

halogen

In the end, everyone is an inﬂuencer.

An email to 8 friends…

halogen

…leads to 1.7MM views

halogen

The greater value of the
inﬂuencer is their ability to
activate the members of
their community. The value
to the brand of that
inﬂuencer is the qualitative
value and reach of the
members of that community

halogen

Seeding Video via Inﬂuencer Networks
Inﬂuencer networks are an
integrated element in a brand
marketers video distribution plan.
Which is in turn part of a broader
digital engagement strategy for the
brand and its consumers.

halogen

The Inﬂuencer Plan Playbook
1.  Develop the base plan
2.  Identify YOUR target inﬂuencers
3.  Create content, programs & extensions
4.  Explore unconventional add-ons
5.  Re-engage, re-fuel
6.  Track & measure

halogen

Start with the PEO approach

PAID
EARNED
Launch & 3rd Party
Activity Spikes
Advocacy +
Sharing
BRAND"
ENGAGEMENT

OWNED
Brand Authority
+ Extended
Engagement
halogen

Understanding the weighting in PEO
Paid delivers scale"
Earned drives conversation"
Owned is where to close"
PAID

EARNED

OWNED

halogen

Know the Influencer
9 Creators
As curators, they are the
promoters, the advocates.
Those who define to their
99 Curators
followings what to engage
with. They are the source that
defines what their community
checks out, interacts with,
999 Consumers
subscribes to, buys.

halogen

“Inﬂuence isn’t about popularity. Or
even reach. It’s about the trust, authority
and presence to drive relevant actions
within your community that create
something of substance.”

Amber Naslund, Radian6

halogen

And net left with the to these
Learnawhat’s important inﬂuencers
Castyou’rewider than the target
groups
Then remove the unwanted targets

Dog
Diet
Eukanuba
Doggie
Feeding
Daycare
Trends

The Dog
Whisperer
German
Shepherd
Collie
Dog
Invisible
Training
Fences

Golden
Alsatian
Retriever

Dog
Hip
PetCo &
Grooming
Dysplasia
PetSmart

Kennels

halogen

“Word of mouth diffusion can only be
harnessed reliably by targeting larger
numbers of potential inﬂuencers,
thereby capturing average effects.”

Duncan Watts, Yahoo

halogen

Find candidate inﬂuencers & communities
Labor intensive, but high reward

halogen

In summary

Inﬂuencers have their reach

And they are connected to other communities

Who are in turn connected to others

From which a subject-speciﬁc network is built

halogen

Content is the key
to success
In our fragmented on-
the-go media space
content (video, apps,
games, etc.) is to be
easy, quick, portable,
shareable.

halogen

Content is king

9MM views
6MM views
1.4MM views

Each of these videos, and all other high value
successes, are stories that are a mix of brand
relevance and target resonance.

halogen

compelling

outrageous

hilarious
“Viral” is a bonus that can’t be sexy
planned for or purchased
controversial
Ask yourself, Is your content…
novel

celebrity

catchy

shareable

halogen

Pepsi nails it with Bob’s House

The ad generated hundreds of
discussions within the online deaf and
hearing communities and spawned a
series of “thank you” messages.

halogen

Content & Consumers are unpredictable

Yet consumers are constantly inspired—they are
predisposed to create, mash-up, re-imagine and
then share with the world.

halogen

The nature of video can
be many things.
Peter Jackson Video Blog for
“The Hobbit” movie
Director and studio build anticipation for
the new film by giving passionate fans
pre-release access and involvement

436,337 views
since April 14, 2011

5,000 likes
$2.95B"
worldwide box office "
for LOTR films
halogen

Case Study:
Peter Jackson

Other destinations
drive to “The Hobbit”
site based on news
and contest posted
there.

halogen

Seeding
Remember, and you MUST emphasize
this—Seeding can only succeed with well
identiﬁed and highly managed inﬂuencers
who are provided with premium quality,
relevant content.

Approach to seeding
Personal outreach
Base activation kit
One-to-one relationship
Story proposition
Customized outreach
Core assets
Periodic use (not consecutive)
Product materials / samples

Program extensions
Inﬂuencer exclusives
Brand engagements
One-to-one relationship
Contest or sweepstakes
Customized outreach
UGC challenge
Periodic use (not consecutive)

halogen

Manage the seeding

It wasn’t actually a tweet
that drew people to John
Frieda’s website, but
rather an online coupon
campaign.

halogen

Manage the seeding

The collection of social
media endorsements
among highly inﬂuential
players actually paid off,
[helping] Living Social sell
1.3 million Amazon
vouchers.

halogen

CASE STUDY

Tell to Win
Random house book
launch by first time author.

Diverse influencer
communities:
Narrative & Storytelling
Education
Entrepreneurship
New Media & Technology
Media Industry
Sports
Established authors

Full spectrum of
supporters:
Celebrities
Niche Celebrities
Influencers (power middle)
Advocates

halogen

CASE STUDY

Tell to Win
Inﬂuencers participated
on every level – tweets,
videos, blog posts, email
blasts, public speaking
events, product reviews,
contests, Facebook, etc.

The total marketing mix
resulted in #1 book in the
country not a celebrity
endorsement—but it is
Celebrity used as an
inﬂuencer Network—not
a single high-end
Endorsement

halogen

CASE STUDY

Tell to Win
HIGH INFLUENCER!

Results
POWER MIDDLE!

20MM earned media audience

2,000 new inbound links in 6 wks
ADVOCATES!

SEO: 100% positive brand ownership "
of the 1st page google search results

100K clicks through earned media "
assets in 6 weeks

2,000 pre-order sales = 2% " Tony Robbins Mark Victor Hansen Life is Good Keith Ferrazzi
conversion rate
Bill Zanker Learning Annex Matt Morris Stephen Denning NBA
Facebook Nancy Traversy Burrus Karen Salmansohn Gareb
Shamus Jodi Guber Goldsmith Steve Bornstein Frisco
Roughriders Mark Goulston Dayton Dragons Oklahoma City
Redhawks Bob Dowling Maloney Tribeca Films UCLA Katalina
Groh Cooper Staten Island Yankees Kay Dowgun Nick Nanton
Robert Dickman Misner Teri Schwartz Bennet Mark Burnett
Ken Rutkowski Sarah Bourke Scranton Yankees Eerie Baseball
halogen

“In other words, reaching a large
number of more ordinary Joes and
Janes with a message might be
more effective than trying to tap into
Bieber fever.”

Matt Creamer, Ad Age

halogen

People will become confused and perhaps
resentful at the unqualified recommendations
that start filling their social media dashboards.
They might not be so blasé about learning that
their favorite celebrity has rented out their
personal stream to some marketer who works
hard to get the 140 character cadence of the
celeb just right.

John Bell, The Digital Influence Mapping Project

halogen

Inﬂuence does not succeed from
one source but an aggregate of
sources.

Celebrities should be leveraged as
a spoke on the greater digital
marketing plan wheel.

halogen

thank you
let the discussion ensue

halogen

4
Chanel
COCO MADEMOISELLE
689,266 views

Chanel – COCO MADEMOISELLE - THE
FILM - 3'20" full version

http://www.youtube.com/user/CHANEL

Chanel Integrates Video Across Platforms

YouTube Total “Video Views” Per Day: Chanel
(January 1, 2011 – July 19, 2011)

140,000

120,000
116,625
30 and 60 second spots
100,000 debut on national
television
80,000

60,000

40,000

20,000

0
1/2/2015 2/2/2015 3/2/2015 4/2/2015 5/2/2015 6/2/2015 7/2/2015

Takeaway: Exposure to COCO MADEMOISELLE on Facebook, Chanel.com and national television
dramatically increased views on YouTube

CLINIC:

Video & Celebrity!

Module 1!
Rick Silvestrini!
YouTube!

Video Strategies:
YouTube as a Marketing Platform

Rick Silvestrini, Product Manager; YouTube

People are here
to discover
something new

They are attentive, receptive and open-minded

With more than

500M visitors
is the world’s #1 entertainment destination
Sources:
comScore
VideoMetrix

UseWe use Facebook to scheduleyou already know.
Facebook to talk to the people the protests, Twitter
Useto coordinate,word YouTube to tell the world…
Twitter to the and out in real time.
Use YouTube to broadcast your story to the world.
— Activist in Cairo, Egypt, March 2011
— Rick Silvestrini, Mountain View, CA, July 2011

Source:
hOp://www.miller-‐mccune.com/poli:cs/the-‐cascading-‐eﬀects-‐of-‐the-‐arab-‐spring-‐28575/

Reaching light TV viewers throughout the day

60
Daily Reach
of light TV viewers (less than 16hrs of TV per week)
50

40

30
Daily reach in %

20

10 Online
TV
0
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5
am

Breakfast Coffee Daytime Pre Peak Early Peak Late Peak Post Peak

Source: YouTube Media Consumption Study
Light TV Viewers = 0-16 hrs TV per week, n=213

Online ads have 1.8x aided recall of TV

% of Sample Who Correctly Identified Brand Seen in a Video Ad

TV Online
50%
38%
28% 25%

Aided Recall Unaided Recall

145

Source:YuMe Study ‘Advertising Attention in the Wild – Comparison of Online and Television Video Advertising,” May 2011

Heineken
•  Launched with 30 second TV spots

•  Introduced 90 second full version with YouTube masthead

•  Provided additional character stories on YouTube

•  Coordinated Social Media efforts

Successful programming techniques

•  45 seconds – 2 minutes long
•  Full meta-data included (entire script sometimes)
•  Dozens – hundreds of uploads
•  Upload in bursts

•  Drop users into a teaser video that leads to other content
•  Structured organized content (playlists)
•  Call to action at key points and at the end of the video

IBM – organic conversions
•  Examined search behavior of target market

•  Built content with SEO in mind

•  Provided click-through links to conversion pages

Bonnaroo
2010
Live

4.3
million
went
to
Bonnaroo
via
YouTube

Engaged Viewership
truly interactive and social viewing environment

polling / Q&A

audience input fuels the live content

dynamic social feeds

integrates with Facebook & Twitter

real time comments & chat

engaging conversation during live viewing event

Premium Content Events
expanded Live programming focused on…

music

entertainment & industry events

sports

Lady Gaga, genius marketer powered by video

Lady Gaga, genius marketer powered by video
Vevo video premier
Live Stream from Best Buy

Ad for Google Chrome Answering Fans’ Questions

First to 1B views on YouTube
56M ‘Born This Way’ music video views on YouTube
1.1M albums sold in 1 week

The End – Questions?
silvestrini@google.com

3
Armani
Megan Fox Underwear
1,389,023 views

Armani – Megan Fox for Emporio Armani
Underwear and Armani Jeans [teaser]

http://www.youtube.com/user/Armani#p/c/
DC227D63FCE7D696/21/gre_Ic5PaJg

Megan Fox Spikes Armani’s Views
YouTube Total “Video Views” Per Day: Armani
(January 1, 2011 – July 19, 2011)

Debut: Megan Fox for Emporio Armani
Underwear and Armani Jeans [teaser]
800,000

700,000 661, 784
600,000

500,000

400,000 1,389,023 Total Views to Date

300,000

200,000

100,000

0
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Takeaway: Choosing the right celebrity can attract a lot of attention on the brand channel

4 Expert Presentations: How to Harness Videos for Your Brand

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