YOUTUBE - A CREATIVE PERSPECTIVE
STEVE PALER
HEAD OF GOOGLE CREATIVE SERVICES
A CREATIVE TEAM WHOSE BRANDING AND EXECUTIONAL
ABILITIES HELP BRANDS EXPLOIT THE TRUE CREATIVE POTENTIAL
OF GOOGLE | YOUTU...
HOW BRANDS CAN GET INVOLVED
CREATIVE MEDIA ENGAGEMENT
CREATIVE USE OF YOUTUBE PARTNERS
BRANDED CONTENT
‘HALF MY ADVERTISING ISN'T WORKING, I
JUST DON'T KNOW WHICH HALF.’*(WILLIAM LEVER)

WELL NOW YOU DO
……AND THE GOOD NEWS IS...
WHY?
MAJORITY OF GARNIER PURE ACTIVE VISITORS ARE COMING FROM YOUTUBE
– SUGGESTS THAT GARNIER ARE RUNNING A TRUEVIEW CAMPA...
USE PARTNERS TO ENTERTAIN
CREATE YOUR OWN
TOP 25
YOUTUBE
CHANNELS
”IN REALITY WE’RE GOING
BACK TO THE EARLY DAYS
OF TV WHEN THE LIKES OF
PERSIL AND OMO WERE
SPONSORING 30 MINUTES
SOAP OPER...
DOLLAR
SHAVE
CLUB
DSC NO. 2
ONE
WIPE
CHARLIE
THINGS TO WATCH OUT FOR!!
MARKETING LANGUAGE
’LOVE’
’ENGAGEMENT’
’LOYALTY’
’COMMUNITY’
’COMMITMENT’
’RELATIONSHIP’

IS IT SAFE TO
ASSUME
CONSUMERS
C...
MARKETING

ARE ’FANS’
REALLY YOUR
LANGUAGE
MOST VALUABLE
CUSTOMER?
“If you want something
guaranteed to go viral,
drink the water in nigeria”’
Rob Norman, CEO GroupM
L’OREAL – CREATIVE / EDITORIAL TESTING

vs

ONE WEEK TRUE
VIEW TESTING

vs
TO CREATIVELY SUCCEED
TAILOR CREATIVE…..THINK BREADTH……MOVE / ENTERTAIN PEOPLE
LISTEN……….AND ITERATE / AMEND
HAVE CONFIDEN...
APPENDIX
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
Upcoming SlideShare
Loading in …5
×

Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus

723 views

Published on

Steve Paler from Youtube's presentation from The Future of Branded Content, brought to you by Fire Circus - conferences and events that fuel your innovation

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
723
On SlideShare
0
From Embeds
0
Number of Embeds
128
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus

  1. 1. YOUTUBE - A CREATIVE PERSPECTIVE STEVE PALER HEAD OF GOOGLE CREATIVE SERVICES
  2. 2. A CREATIVE TEAM WHOSE BRANDING AND EXECUTIONAL ABILITIES HELP BRANDS EXPLOIT THE TRUE CREATIVE POTENTIAL OF GOOGLE | YOUTUBE PLATFORMS AND TECHNOLOGIES
  3. 3. HOW BRANDS CAN GET INVOLVED CREATIVE MEDIA ENGAGEMENT CREATIVE USE OF YOUTUBE PARTNERS BRANDED CONTENT
  4. 4. ‘HALF MY ADVERTISING ISN'T WORKING, I JUST DON'T KNOW WHICH HALF.’*(WILLIAM LEVER) WELL NOW YOU DO ……AND THE GOOD NEWS IS YOU ONLY PAY FOR THE HALF THAT WORKS! *QUITE POSSIBLY THE MOST OVER USED ADVERTISING CLICHE
  5. 5. WHY? MAJORITY OF GARNIER PURE ACTIVE VISITORS ARE COMING FROM YOUTUBE – SUGGESTS THAT GARNIER ARE RUNNING A TRUEVIEW CAMPAIGN
  6. 6. USE PARTNERS TO ENTERTAIN
  7. 7. CREATE YOUR OWN
  8. 8. TOP 25 YOUTUBE CHANNELS
  9. 9. ”IN REALITY WE’RE GOING BACK TO THE EARLY DAYS OF TV WHEN THE LIKES OF PERSIL AND OMO WERE SPONSORING 30 MINUTES SOAP OPERAS” KEITH WEED
  10. 10. DOLLAR SHAVE CLUB
  11. 11. DSC NO. 2 ONE WIPE CHARLIE
  12. 12. THINGS TO WATCH OUT FOR!!
  13. 13. MARKETING LANGUAGE ’LOVE’ ’ENGAGEMENT’ ’LOYALTY’ ’COMMUNITY’ ’COMMITMENT’ ’RELATIONSHIP’ IS IT SAFE TO ASSUME CONSUMERS CARE THIS MUCH ABOUT YOUR BRAND?
  14. 14. MARKETING ARE ’FANS’ REALLY YOUR LANGUAGE MOST VALUABLE CUSTOMER?
  15. 15. “If you want something guaranteed to go viral, drink the water in nigeria”’ Rob Norman, CEO GroupM
  16. 16. L’OREAL – CREATIVE / EDITORIAL TESTING vs ONE WEEK TRUE VIEW TESTING vs
  17. 17. TO CREATIVELY SUCCEED TAILOR CREATIVE…..THINK BREADTH……MOVE / ENTERTAIN PEOPLE LISTEN……….AND ITERATE / AMEND HAVE CONFIDENCE……,… BE READY FOR PH 2 DIALOGUE EVOLVE PROCESSES (AND METRICS)………..R&D PHILOSPHY GLOBALLY COORDINATED RESOURCES (INTERNAL / AGENCIES)
  18. 18. APPENDIX

×