Day1 research stream_1615_unlocking_the_power_of_online_video_google

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Day1 research stream_1615_unlocking_the_power_of_online_video_google

  1. 1. Unlocking the Power of Online VideoIAB Interact 2011, BarcelonaMark Riseley, EMEA Market InsightsGoogle Google Confidential and Proprietary
  2. 2. What I’ll be covering in the next 30 minutesGreat examples of advertising around video content on YouTubeHow to measure campaign success in a cross media context Google Confidential and Proprietary
  3. 3. 700 billion videoswatched on YouTube last year Google Confidential and Proprietary
  4. 4. What the Internet was made for.... 100 80 60 40 20 0 Dec-03 Dec-04 Dec-05 Dec-06 Dec-07 Dec-08 Dec-09 Dec-10 Google Confidential and Proprietary
  5. 5. What’s more popular than sex? 100 80 60 40 20 0 Dec-03 Dec-04 Dec-05 Dec-06 Dec-07 Dec-08 Dec-09 Dec-10 Google Confidential and Proprietary
  6. 6. Google Confidential and Proprietary
  7. 7. Brands are starting to use video in new andinnovative ways Google Confidential and Proprietary
  8. 8. A video is worth a thousand words Google Confidential and Proprietary
  9. 9. Video shopping! Google Confidential and Proprietary
  10. 10. Tracking the YouTube Brand Are theysuccessful? Google Confidential and Proprietary
  11. 11. Defining success for cross-media: cost per meaningful contact Cost Targeting Cost/Effect Impact Google Confidential and Proprietary
  12. 12. Single Source Media Efficiency Research12 Google Confidential and Proprietary
  13. 13. Instead of this…. The Dutch brand Aviko did this Google Confidential and Proprietary
  14. 14. 50% of TV budget into pre-roll on YouTube Google Confidential and Proprietary 14
  15. 15. Cost GRP Pre-roll targeted usage Net Cost/GRP10 (indexed against TV)9876543 ~ 1:16 3,22 1,4 1,0 1,0 1,0 0,8 1,0 1,01 0,5 0,20 TV YT TV YT TV YT TV YT TV YT Male 20-30 20-34 20-49 Female 20-49 13+ Source: Gfk Media Efficiency Panel + Carat Media facts booklet (TV net cost based on 70% average market discount)15 Google Confidential and Proprietary
  16. 16. Pre-roll targeted usage (size within inventory):Efficiency in driving store purchase Efficiency in driving sales 10 (indexed against TV) 9 8,5 8 7 6 5 4 3,7 3 2,5 2 1,4 1,0 1,0 1,0 1,0 1,0 1 0,6 0 TV YT TV YT TV YT TV YT TV YT 13+ 20-49 Female 20-49 20-34 Male 20-34 Source: Gfk Media Efficiency Panel + Carat Media facts booklet (TV net cost based on 70% average market discount)16 Google Confidential and Proprietary
  17. 17. Cadbury‘s Chocolate Charmer campaign overviewChocolate Charmer Campaign media mix YouTube TV Homepage Masthead Share of budget Online TV Facebook Reachblock YouTube Promoted Videos Facebook Fan Page • The Chocolate Charmer campaign‘s purpose was to reinvigorate the Cadbury brand association with authentic chocolate • Campaign started in April 2010 and ran for 6 weeks
  18. 18. Cadbury’s Chocolate Charmer Video http://www.youtube.com/watch?v=kIwIdzTedts Google Confidential and Proprietary
  19. 19. Impressive reach of online channels Gross reach 58% All Online Main Shoppers 15-34 46% 35% 25% 19% 7% TV YouTube Facebook Average frequency: 4.1 | 3.9 3.6 | 3.7 10.7 | 11.8 • Total online reach = 30.8% (YouTube + Facebook)Source: UK Media Efficiency Panel 2010 Sample : 5,184 households
  20. 20. Two – thirds of all online contacts had no TV contact All audiences 46.2 % 11.5% 19.3% • Online delivered 19.3% incremental reachSource: UK Media Efficiency Panel 2010 Sample : TV- 2,990, Online- 1,597
  21. 21. Online provided greater reach than TV when targeting 15-34 year olds 15-34 year olds 31.4 % 14.7% 33.2 % • 69.3% online contacts had no TV contact • Online delivered 33.2% incremental reachSource: UK Media Efficiency Panel 2010 Sample : TV- 654, Online- 681
  22. 22. ROI is higher online Total audience £3.71 £2.01 £0.60 TV Online YouTube Promoted Videos Return on Investment for every £1 media spend • Online provided ROI almost 4 times higher than TV • YouTube‘s promoted videos provided the best return of the entire campaignSource: UK Media Efficiency Panel 2010, TV- 1,401, Online- 347, YouTube Promoted Video-250, Spend provided by PHD Media.
  23. 23. Online advertising generated a significant sales uplift Total audience Online TV 80% 93% 20% 7% Share of budget Incremental sales • With only 7% of the budget, Digital contributed 20% of the sales upliftSource: UK Media Efficiency Panel 2010; TV- 1,401, Online- 347
  24. 24. Skippable ads: does choice impactengagement? Google Confidential and Proprietary
  25. 25. Biometrics Depth InterviewsEye tracking Quantitative survey Google Confidential and Proprietary 25
  26. 26. Respiratory rateHeart rate MotionSkin Conductance Google Confidential and Proprietary 26
  27. 27. User choice generates efficient targeting Reasons for participants skipping ads I had seen the ad before 22%I am not interested in the product / service 19% I didnt find the ideas in the ad interesting 14% The ideas were not relevant to me 14% Less than half of users (45%) will always skip ads. Those who skipped each ad – Brand A(n=304); Brand B (n=259); Brand C (n=303); Brand D (n=343) Google Confidential and Proprietary Q11e. Which of the following, if any, describe why you decided to skip the ad? 27
  28. 28. Users notice the skip button but focus on the videoBrand A Brand C Video Video Skip Bar Skip Bar 82% of users think the skip button is ‘very’/ ‘extremely’ clear Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved. All respondents (n=2,000) Google Confidential and Proprietary 28 Q15. The highlighted button allows you to skip an ad after 5 seconds before watching a video. How clear do you think this was when the button appeared?
  29. 29. On average, opted-in users are over 75% more engagedthan users who view standard pre-roll 85% 48% Standard pre-roll Skippable viewed through % time highly engaged with ad content Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved Google Confidential and Proprietary 29
  30. 30. TrueView can deliver highly engaged users for the whole ad 100 80Emotional Engagement 60 40 20 0 5 10 15 20 25 30 Time in seconds Forced exposure Non-skipped Neutral Engagement (55) Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved Google Confidential and Proprietary 30
  31. 31. Summary• Big brands are starting to take advantage of online video• Single source measurement platforms enable cross media reach and ROI analysis• User choice and interactivity makes online video related ads work harder Google Confidential and Proprietary 31
  32. 32. Tippex: write your own ending Google Confidential and Proprietary
  33. 33. Thank you!
  34. 34. Follow Up Questions?Mark Riseley (mriseley@google.com)Sarah Everitt (everitt@google.com) Google Confidential and Proprietary

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