The full presentation from the Periscopix & Google event held at Google's Soho offices on November 24th 2011.

1. The
Google
Event
by
Periscopix
&
Google
Max
Macintosh
Industry
Manager,
Independent
Agencies
Google
Thomas
Byrne
Head
of
Sales
Periscopix

2. Agenda
1 Introduc9on
2 GDN
Network
(Michael
Callaghan)
3 Mobile
(Stephany
Van
Willigenburg)
4 Coffee
Break
5 YouTube
(Michael
Callaghan)
6 Google
Analy9cs
(Ben
GoI)

3. The Performance Network
Performance at scale
The Google Display Network

4. What is the Google Display Network?
YOUTUBE AND GOOGLE SITES DOUBLECLICK AD EXCHANGE PARTNER SITES
PERFORMANCE SOCIAL
BRANDING

5. Across both mass-media and niche sites
Reach
Mass Media
Flexible site
Niche Media
placement;
targeting options
#1 Online Advertising
Network
# of sites

6. Reach more consumers with the UK’s largest network
REACH
93% UK REACH Targeting Technology
Performance
Buying Control
(Free)
Google Display Network
FREQUENCY
400 IMPRESSIONS/USER
Source: comScore 2011

7. Delivering measurable performance in Display
GOOGLE DISPLAY NETWORK
AVERAGE
DOUBLECLICK INDUSTRY
AVERAGE
0.40%
CTR
0.07% CTR
Source: Google UK Internal 2011, DoubleClick UK Benchmarks Report 2010

8. You are in Control: Set Your Own Pricing
CPM CPC
Cost per thousand impressions Cost per click
What? Pay whenever the What? Pay when users click
ad appears trough to your site
When? Campaigns in which you care about When? Campaigns in which you care
visibility and track metrics such as impressions, about clicks and track metrics
reach, frequency and search uplift such as sales, leads and sign ups
The auction system guarantees the best possible price.
Conversion tracking and optimisation products are available at no extra cost.

9. Most powerful way to reach your audience
Context Audience
Target based on where your audience is Reach your audience based on who they are
Options: Keyword Contextual Targeting, Options: Demographics, Interests,
+
Placement Targeting, Topic Targeting Remarketing, Similar Users

10. CONTEXT – Keyword Contextual Targeting
Google technology scans millions
of pages at scale to find the best
placements for your campaign.
Mass reach in highly relevant
locations, like articles related to
your products.
You choose the keywords,
we find the right sites.

11. CONTEXT – Contextual Targeting
Google Display Network contextual
targeting delivers results, with CTRs 6x
higher than the DoubleClick
benchmark!
0.43 average
CTR
16p average
CPC
69p average
CPM
Source: Google internal data. Results are averages across all Display
campaigns on the Google Display Network for Q1 2011

12. Add it with Ease – Contextual Targeting Tool
The Contextual Targeting Tool help you build dozens, even hundreds, of ad groups in minutes,
quickly scaling your campaign performance while ensuring accurate targeting for your campaign.

13. CONTEXT – Topic Targeting
Alternative to selecting
individual sites. Google has
categorised thousands of
sites and pages for you.
We help you select from a
list of over 1700 categories
like:
• Travel
• Luxury Goods
• Automotive
• Entertainment
• Shopping
and many more

14. CONTEXT – Placement Targeting
Serve ads to consumers
based on specific sites
on the Google Display
Network
You pick the web sites,
videos, games and RSS
feeds that are right for
your campaign
AdPlanner allows you to
search for specific sites
based on the audience that
you are targeting

15. CONTEXT – Placement Targeting
Use AdPlanner to plan your ad placements
Discover your audience, estimate reach and select the best sites and topics to achieve
your goals.
REACH
Plug in your best performing sites or topics
to find similar and additional scale.
RELEVANCE
Define your audience by geography and
language, and use additional filters such as
content, ad format and demographics.
INSIGHTS
Use the “Search by site” functionality to
understand the audience profile of your site
and similar sites to scale further targeting.

16. Most powerful way to reach your audience
Context Audience
Target based on where your audience is Reach your audience based on who they are
Options: Keyword Contextual Targeting, Options: Demographics, Interests,
+
Placement Targeting, Topic Targeting Remarketing, Similar Users

17. AUDIENCE – Interest Category Marketing
Show ads to people based on their interests. Google analyses the websites a
user visits over a period of time and recognises people’s interests.
Travel Enthusiast
Travel Sites

18. AUDIENCE – Demographics
Select your audience based on their inferred age and gender. If you want
your ads to be seen by women aged 18-24, or people over 55,
demographic targeting is the tool for you.
Female, 18-24 Male, 55+
Note: Age and gender are inferred the same way as interest categories –
by looking at the types of sites browsed on the Google Display Network.

19. AUDIENCE – Remarketing
Reach people who have visited your website but didn’t
convert. Re-advertise to these people again and bring
them back to your site.
Plug in your DoubleClick Boomerang lists
or use our Pixel.
97% of new site visitors
don’t convert on the first
visit to your website!

20. Remarketing on the Google Display Network
• Anyone with a website who cares about value for money
• Target people who have visited your website but didn’t convert
• Re-advertise to these people with a different message
• Bring them back to your website - engage them again
• 97% of new site visitors don’t convert on the first visit*
• Target them on a network with more reach, scale & efficiency than any other
• 84% of the UK online population can be reached on the Google Display Network
• You only target hot prospects that have previously engaged with your site
• No premium for Remarketing on the Google Display Network
*Source: Core Metrics UK Benchmarking, March 2009 2
0

21. Remarketing on the Google Display Network
Step 1: Set clear objective and tag your site
• Start with a simple strategy
• “Homepage” and “Thank You” page are a good place to begin
• Google Account Manager will email you 2 tags (a few lines of code)
• Copy and paste the tags onto the two pages
• You’re now collecting hot prospects!
Step 2: Google collects a hot prospects list
• Tags drop cookies on “Homepage” and “Thank You” page visitors
• Within 48h Google creates a list of visitor cookies for each site
• “Homepage” list - “Thank You” page list = “Hot prospects” list
• These hot prospects visited your Homepage but didn’t convert
Step 3: Start serving ads to your hot prospects
• Create Text, Display or Video ads
• Ads should be designed to persuade hot prospects to return
• Upload ads to AdWords
• Set the cost you are prepared to pay to get them to return (CPC)
• Check if you want to exclude any sites, categories or topics
• Go live!
Step 4: Reap rewards and scale up
• Test, learn and scale
2
*Source: Core Metrics UK Benchmarking, March 2009 1

22. Your Google Display Network targeting toolkit
Context
Where is your audience?
Audience
Who is your audience?
Placement Topic 1st Party Data 3rd Party Data
Targeting Targeting
Remarketing Interests &
+
Demographics
Similar Users
Keyword Contextual Targeting
Audience Insights

23. Your Google Display Network targeting toolkit
Context
Where is your audience?
Audience
Who is your audience?
Placement Topic 1st Party Data 3rd Party Data
Targeting Targeting
Remarketing Interests &
+
Demographics
Similar Users
Keyword Contextual Targeting
Audience Insights
Recommended targeting options for
Performance / Direct Response

24. Your Google Display Network targeting toolkit
Context
Where is your audience?
Audience
Who is your audience?
Placement Topic 1st Party Data 3rd Party Data
Targeting Targeting
Remarketing Interests &
+
Demographics
Similar Users
Keyword Contextual Targeting
Audience Insights
Recommended targeting options for
Branding

25. The Performance Network
Thank You

26. Mobile Trends & Insights
November 24th 2011
Stephany van Willigenburg
Business Development Manager - Mobile
Google
Confiden9al
and
Proprietary

27. 1 Mobile research at your finger tips
OurMobilePlanet.com
2 Mobile Sites & Mobile Apps
How, What, Where…
3 Live Demo - Ad Formats:
Search, AdMob HTML5, Rich Media and new features
Google
Confiden9al
and
Proprietary

28. Media consumption overlaps with Mobile. Is mobile part
of your digital media plans?
Watch
TV
53%
Listen
to
music
Read
a
book
49%
11%
74 %
Use
smartphone
while….
Read
newspaper
Use
internet
/magazine
18%
26%
Play
video
games
Base:
Private
Smartphone
users
who
use
the
internet
in
general
and
who
were
online
yesterday
with
their
Smartphone,
n=
1546
16%
Google
Confiden9al
and
Proprietary
Q22:
When
you
use
the
Internet
on
your
Smartphone
which
if
any
of
the
following
-­‐
do
you
do
at
the
same
9me?
Please
note
that
we
mean
doing
things
on
other
devices
-­‐
not
doing
many
things
at
the
same
9me
on
your
Smartphone.

29. Smartphone Searchers Look For a Wide Variety of Information;
Combine your product message with key search trends
Types of Info Sought Using Search Engine (Via Smartphone)
General search 70%
Product search 58%
Restaurants or
36%
pubs/bars
Travel information
29%
or holidays
Job offers 17%
Flat or housing 14%
Base:
Smartphone
Users
Who
Use
Search
(4902).
Google
Confiden9al
and
Proprietary
Q.
Which of the following types of information do you look for using a search engine on your smartphone? 29

30. Top Items Purchased on the Smartphone, is your
Brand/Client present during the purchase cycle…
Most-bought items by Smartphone shoppers
Entertainment items 41%
Clothing or Apparel 31%
Tickets (such as flight, 28% Entertainment
Electronics 23% 41%
Travel 21%
Beauty and cosmetics 20%
Grocery and food items 18%
Tickets
Office items 18%
28%
Wireless or mobile phone 17%
Base: Purchased Products after researching on the smartphone n=407
Q48:
Listed
below
are
various
products
or
services.
Google
Confiden9al
and
Proprietary
For
each
of
these
products
or
services
please
indicate
which
statement
applies
to
you.

31. Learning from trends in Retail. Mobile is transforming
everyday buying decisions
45%
24%
21%
Of
Smartphone
Inten9onally
carry
a
Have
changed
their
owners
use
the
Smartphone
when
mind
about
phone
in
their
shopping
to
purchasing
a
product
purchase
compare
prices
and
in
store
as
a
result
of
for
informa9on
informa9on
gathered
process
on
a
Smartphone
Base:
Private
Smartphone
users
who
use
the
internet
in
general,
n=
2000;
Top-­‐2
boxes
Q52:
To
what
extent
do
you
agree
to
each
of
these
statements?
Please
answer
on
a
scale
from
1
to
5.
Google
Confiden9al
and
Proprietary
Q49:
A
"1"
means
that
you
completely
disagree
with
the
statement
a
"5"
means
that
you
completely
agree
with
the
statement.
When
during
your
shopping
process
do
you
generally
use
your
Smartphone?
31

32. 28% of Those Who See a Mobile Ad Take Action
Actions Ever Taken As a Result of Seeing A Mobile Ad
...on computer 27%
Looked
for
More
InformaDon
...on smartphone 25%
Click to call advertiser on mobile 8%
Contacted
AdverDser
Called advertiser/retailer at later time 9%
Visit
/
Locate
Went to store for additional Info 14%
Retailer
Located directions on map 12%
Instore 16%
Purchase
Online on computer 20%
Online with smartphone 9%
44%
Clicked
on
Ad
|
34%
Visit
website
Google
Confiden9al
and
Proprietary
Base:
Private
Smartphone
users
who
use
the
internet
in
general
and
who
have
taken
ac9on
as
a
result
of
seeing
a
mobile
ad
n=485
Q43:
Which
of
the
following
ac9ons
if
any
have
you
taken
as
a
result
of
seeing
a
mobile
ad
of
any
type
on
your
Smartphone?

33. What
can
you
learn
from
market
research,
in
prepara9on
for
building
a
mobile
site
or
strategy?
www.OurMobilePlanet.com
Google
Confiden9al
and
Proprietary

34. 1 Mobile research at your finger tips
OurMobilePlanet.com
2 Mobile Sites & Apps:
How, What, Where…
3 Live Demo - Ad Formats:
HTML5, Rich Media and new features
Google
Confiden9al
and
Proprietary

35. Best Practices for Mobile sites
4 Must know Top Tips
Google
Confiden9al
and
Proprietary

36. Mobile Applications Mobile Website
Reach customers offline Simple for consumers to find
Users can use your application through Search, Blogs, Twitter and
anywhere, without a connection links in emails.
Use
all
device
capabiliDes
Increased market size
within
the
func9onali9es
of
the
Impressions are higher on mobile Web
applica9on.
e.g.
GPS,
camera,
voice,
than Apps. Anyone has access to the site.
address
book
&
calendar.
Media
rich
experience
Easier and cheaper to maintain
Some
applica9ons
allow
more
No need to create updates for multiple
engaging
user
interac9on
with
your
platforms when changes are made. All
brand
than
websites
types of users see the Google
Confiden9al
and
Proprietary
latest version

37. Top Tips for Mobile Site Development
1
Prioritise
Content
2White
Space
3 Big
Buttons
4Easy To
Convert
Google
Confiden9al
and
Proprietary
37

38. Tablets: What screen interaction is required vs
Mobile or Desktop?
Google
Confiden9al
and
Proprietary

39. Google
Confiden9al
and
Proprietary
www.howtogomo.com

40. 1 Mobile research at your finger tips
OurMobilePlanet.com
2 Mobile Sites & Apps
How, What, Where…
3 Live Demo - Ad Formats:
HTML5, Rich Media and new features
Google
Confiden9al
and
Proprietary

41. How Can You Target Ads to Specific Mobile Users?
Device & Operator Bundles
Location Time of day / Context
Google
Confiden9al
and
Proprietary
41

42. A Suite of products to build on
Search
Sites
In
Apps
Video
BrandText
BrandText
BrandTexI
Google
Confiden9al
and
Proprietary

43. Mobile Ad Formats: Search
1
Click-­‐
to-­‐call
2
Site-­‐
Links
3
Click-­‐to-­‐
download
4
Hyper
local
Google
Confiden9al
and
Proprietary
43

44. Live Demo of Ad Formats
How to promote a Site?
Search - AdWords
AdMob – Rich Media
YouTube – Video & Social
Must know technologies:
HTML5
Mobile Analytics
Mobile Video
Google
Confiden9al
and
Proprietary

45. Links
shown:
Google
mobile
Ads
Blog
(use
the
Labels
for
Case
study’s)
hIp://www.ourmobileplanet.com/
Howtogomo.com
Crea9ve.admob.com/t1/demo
-­‐
great
for
html5
features
‘Google
Mobile
Ads’
–
DEMO
APP
for
Android
(Includes
examples
of
search,
display
and
YouTube
ad
formats)
Google
Confiden9al
and
Proprietary

46. In Summary…
• Plan mobile as integrated part your digital activity
• Measure mobile, and consider attribution impact on
desktop search campaigns
• Build mobile properties
• Develop mobile marketing plan for DR and Brand
activity
Google
Confiden9al
and
Proprietary

47. Thank You!
Stephany van Willigenburg
Stephany@google.com
Google
Confiden9al
and
Proprietary

48. How to build your brand on YouTube

49. A digital revolution
Million people
in the UK watch
online videos
every month
hours of
online videos % reach of
per person UK’s online
per month population
Billion online
videos are
being watched
each month
Source: ComScore UK, June 2011 YouTube Confidential and Proprietary

50. UK consumers watch an average of 18 hours of
online video every month!
Other
Broadcasters ITV
25h (18%) 28h (20%)
Sky
8h (6%)
Five Online
7h (5%) Video
18h (13%)
C4
14h (10%)
BBC
40h (29%) YouTube BBC Sky ITV Channel4
Hours watched Hours watched
Per person per month Per person per month
Source: TV Data - Enders Analysys, August 2011, Online Video Data – ComScore UK, June 2011 (includes embedded videos) YouTube Confidential and Proprietary

51. YouTube delivers reach for brands with its TV sized
audience
ITV1 CH4 Channel 5 ITV2 More4 ITV4 ITV3 Dave E4 YouTube Channel ITV Player Sky Player
4oD
Reach of TV channels Reach of VOD sites
Unique Users per month Unique Users per month
Source: TV - BARB, July 2011, YouTube - UKOM, Aug 2011 YouTube Confidential and Proprietary

52. 88% of all YouTube users are over the age of 18
Female
Male
ABC1
50+
50+ 35-49
35-49 25-34
25-34 18-24
18-24 Under18
Under 18
Source: Nielsen UK August 2011, % by Unique Users (19.8M) YouTube Confidential and Proprietary

53. YouTube iisboth
engaging
and
social
YouTube
s
Social
1 in 3 Viewers comment
2 in 5 upload
1 in 2 Regularly share videos
1 in 2 Watch with others
YouTube Confidential and Proprietary

54. Facebook,
Twi[er
&
YouTube
are
the
largest
referrers
to
one
another
17m
people
have
connected
their
YouTube
account
to
Facebook,
TwiIer
or
another
social
service
150 years
>500
of
YouTube
is
watched
on
Facebook
everyday
Tweets
every
minute
contain
a
YouTube
link
YouTube Confidential and Proprietary

55. Video Best Practice
YouTube Confidential and Proprietary

56. Informational videos
DESCRIPTION
Provide advice, service and information
about your company, your products and
values.
EXAMPLES
Corporate Videos
Dell, L’Oreal, Salesforce, Siemens,
Fortnum & Mason
Public Speaking / Events
Think Google Event,
Starbucks CEO at UCL
News / PR
BA Strike, BP Oil Spill, Taco Bell,
British Gas Price Announcement,
Ora Brush, Apple
Historical Footage
Old Tesco Commercial, Bentley
Range Rover
YouTube Confidential and Proprietary

57. Educational videos
DESCRIPTION
Show how to use your products, give
advice and ideas. Make it easy and
useful!
EXAMPLES
How To / Self Help
Salesforce, Kodak, Vodafone Help Centre,
Lloyds TSB Advice and Guidance
British Gas
Product Guides / Demos / Tutorials
Sony Ericson, Photoshop, L’Oreal
Waitrose, Nokia
Reviews
L’Oreal, Ora Brush, Kiddicare,
Super Mario, Kia Motors
YouTube Confidential and Proprietary

58. Entertaining videos
DESCRIPTION
Create something that is fun and
exciting and that people WANT to
watch and share.
EXAMPLES
TV Advertisements
VW The Force, Cadbury
Made for Web Advertisements
Intel, Siennna Swagger Wagon,
Ora Brush
Outtakes / Making of
VW The Force, John Lewis,
T Mobile The Dance, ASOS
Video Blogs
Will it Blend, LG Soap Opera
Sponsorship
Forsters
YouTube Confidential and Proprietary

59. Be short
The average length of a video watched on YouTube is 3.8min
For the best user engagement, make your video less than 5 min.
YouTube Confidential and Proprietary
Source: Entertainment Media Research UK, 2010

60. Be entertaining
Video is a highly engaging and entertaining communication medium.
Make it something people want to watch and share.
YouTube Confidential and Proprietary

61. Be real
Stay loyal to your brand and don’t try to be something you’re not.
Be straight forward and honest.
YouTube Confidential and Proprietary

62. Think outside the box
Use the full YouTube potential.
Be creative and find new ways of engaging your viewers!
YouTube Confidential and Proprietary

63. Channel Strategies
YouTube Confidential and Proprietary

64. Organise your video content on YouTube
Everyone who uploads a video to
YouTube automatically creates a
User Channel.
A channel is your “Homepage” on
YouTube where you can organise all
your videos under one central hub.
This is the place where you sell
yourself and get subscribers who
want to come back and see more.
YouTube partners and advertisers
can upgrade their channel to a
Brand Channel.
YouTube Confidential and Proprietary

65. User Channel Example
FEATURES
• Basic branding options
• Reporting
• Highly templated
AVAILABLITY
Everyone who uploads a video to
YouTube automatically creates a User
Chanel
COST
Free
MORE EXAMPLES*
Penguin, BUPA UK, Starbucks, ghd
* Please note: Channels are subject to change,
live examples may differ YouTube Confidential and Proprietary

66. Enhanced Channel Example (Brand Channel)
FEATURES
• Like previous
plus Channel Header, Side Column
Image and Watch Page Banner
plus ability to link to third-party sites,
social networks or other channels
plus analytics integration
plus mobile options
AVAILABLITY
Google partners and advertisers
COST
Free
MORE EXAMPLES*
More Th>n, Hula Hoops, Land Rover,
X Factor UK, Cambridge University,
Nike Football
* Please note: Channels are subject to change,
live examples may differ YouTube Confidential and Proprietary

67. Channel Best Practices
YouTube Confidential and Proprietary

68. Keep a consistent brand message across all your
online platforms
Make sure the branding and design of your channel
is aligned with your official brand positioning or campaign theme.
Website YouTube facebook
YouTube Confidential and Proprietary

69. Keep it fresh and up-to date
Don’t just create a channel and just forget about it. Update your video
content and add new videos ideally on a weekly basis.
Every new video
you upload will
automatically
appear on the
homepage of your
subscribers, this
will keep them
coming back.
YouTube Confidential and Proprietary

70. Encourage views and interaction
Promote a dialogue with your audience, encourage comments, ratings, video
responses, sharing and subscribing. Get conversation started around your assets
and ideas. The YouTube community responds when they are directly engaged.
YouTube Confidential and Proprietary

71. Encourage subscription
All your subscribers receive emails with your channel updates and automatically
see every video you upload on their YouTube homepage. Great content is the number
one reason people will subscribe to your channel. You can encourage subscriptions
with a simple call to action.
If you want people
to subscribe to your
channel, tell them!
YouTube Confidential and Proprietary

72. Promote your content
If nobody knows that your video content is there, nobody will interact with it. Don’t leave
it to chance, seed your video campaign across multiple online and offline options.
Use social networks
Link to your channel from facebook,
Twitter, RSS feeds or your own
your website
Use offline media
Mention your channel in Print, TV
advertising, PR, events
Broadcast yourself to
the YouTube community
Use available advertising opportunities
on YouTube to drive traffic to your
channel
YouTube Confidential and Proprietary

73. Skip this ad now >>
Advertisement
YouTube TrueView Ads
Let the audience choose you YouTube Confidential and Proprietary

74. Engage your viewers by giving them the choice
TrueView video ads are a family of formats that give viewers choice and control over which
advertisers’ messages they want to see and when.
Viewers can choose to view your video ad or skip it if they're not interested. You pay only when
they choose to watch your message.
VIEW SKIP
THIS AD? THIS AD?
YouTube Confidential and Proprietary

75. Reach people who are primed to hear your message
Target who you want - and who wants you
The opt-in nature of TrueView video ads provides natural targeting eliminating viewers who have already
seen your ad or who are not in the market for what you have to offer.
Only pay for views
You pay only when viewers choose to watch your ad - not by the page impression - and our auction-based
system helps you control your budget based on performance.
Increase your video view count
All views on TrueView formats are user initiated and are happening in the YouTube player. Meaning that
every single view is increasing the YouTube view count of your video.
Gain essential insights
Track your performance with “AdWords for Video” and you'll know exactly which of your ads perform best,
then adjust your campaigns for even greater success.
YouTube Confidential and Proprietary

76. Overview of TrueView ad formats
TrueView TrueView TrueView TrueView
IN STREAM IN SLATE IN SEARCH IN DISPLAY
User can choose to view or User can choose to view your User can choose to click User can choose to view your
skip your Pre Roll ad ad out of three ads shown through to view your video video while on relevant websites
YouTube Confidential and Proprietary

77. TrueView In Stream (aka TrueView Pre Roll)
HOW IT WORKS
• Viewer experience: Ad plays for 5 seconds, then
viewers can choose to skip or watch the ad to
the end.
• Advertiser experience: You are only charged if
the ad has been watched in full or for at least 30
seconds. Ads play on YouTube videos of all
lengths.
CREATIVE ASSETS
• Video, no max length
• Optional companion banner (300x60)
PLACEMENT
• YouTube Watch Page
• Partner videos only
TARGETING
• Keyword, Category, Placement, Demographic
PRICE
• Auction, CPV (Cost per View)
• You only pay for views, not impressions
DEMO VIDEO YouTube Confidential and Proprietary

78. TrueView vs. Standard Pre Roll
TrueView Standard
In Stream (Pre Roll) In Stream (Pre Roll)
Copy length – No max Copy length – Max 30sec
Companion Banner – Optional, 300x60 Companion Banner – Optional, 300x60
Buying – Auction Buying – Reservation or Auction
Currency – CPV (Cost per View) Currency – CPM or CPC
Remarketing – Available Remarketing – Not available
YouTube Confidential and Proprietary

79. TrueView In Slate
HOW IT WORKS
• Viewer experience: Before a video plays,
viewers choose either to watch an ad from one
of 3 different advertisers, or to see regular
commercial breaks during the video
• Advertiser experience: YouTube charges you only
when the viewer has selected to watch
your ad.
CREATIVE ASSETS
• Video, no max length
• Just write a few sentences to describe your video
and you’re ready to go
PLACEMENT
• YouTube Watch Page
• Long form partner content only (>10min)
TARGETING
• Keyword, Category, Placement, Demographic
PRICE
• Auction, CPV (Cost per View)
• You only pay for views, not impressions
DEMO VIDEO YouTube Confidential and Proprietary

80. TrueView In Search (aka Promoted Videos)
HOW IT WORKS
• User experience: Viewers see your ad as they are
searching for or watching relevant videos. They
can click on your ad and will be directed to your
Watch Page to view it.
• Advertiser experience: You only pay when people
choose to view your videos. All impressions are
free.
CREATIVE ASSETS
• Video, no max length
• Just write a few sentences to describe your video
and you’re ready to go
PLACEMENT
• YouTube Search Page
TARGETING
• Keyword, Category, Placement, Demographic
PRICE
• Auction, CPV (Cost per View)
• You only pay for views, not impressions
YouTube Confidential and Proprietary

81. TrueView In Display
HOW IT WORKS
• Viewer experience: Users see your video ad as
they browse relevant sites across the web. They
can click to watch your video, pause it, adjust the
volume or click through to your site.
• Advertiser experience: Ad will be displayed as 300
x 250 video or a Promoted Video, depending on
inventory and targeting.
CREATIVE ASSETS
• Video, no max length
• Just write a few sentences to describe your video
and you’re ready to go
PLACEMENT
• Google Display Network (GDN)
• YouTube (as part of the GDN)
TARGETING
• All GDN Targeting options like Keyword, Category,
Placement, Demographic and
Interest based (IBA)
PRICE
• Auction, CPV (Cost per View)
• You only pay for views, not impressions
YouTube Confidential and Proprietary

82. Thank You