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You Tube for digital agencies 2013

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You Tube for digital agencies 2013

  1. 1. Yuri Dolzhenko
  2. 2. YOUTUBE USAGE IN RUSSIA 44.2M users visit YouTube.com every month Up to 300M videos people watch every day 70% of Russian online video views are YouTube videos #3 Search platform in Russia Source: Comscore, Dec 2012
  3. 3. MOST WATCHABLE PLATFORM 3.26 М 0.68М 0.15М 0.11М 0.10М 0.10М 0.03М YouTube Mail.ru IVI.ru Tvigle Yandex Gazprom Media Vimeo Number of video views per month Source: Comscore, Dec 2012
  4. 4. YOUTUBE AUDIENCE 15% 22% 32% 21% 10% 45-5435-4425-3418-2412-17 Generation C 56% Male 44% Female 69% Working Source: TNS Web Index, Dec 2012
  5. 5. GENERATION C BY THE NUMBERS Curation Share content on Facebook – 76% Share photos they have found elsewhere online – 52% Share videos they have found elsewhere online – 44% Creation Upload photos they have taken themselves – 67% Upload videos they have created themselves – 33% Make up 49% of Kickstarter’s monthly users Connection Sleep with or next to their phone – 91% Feel disconnected without their mobile phone – 52% Feel out of touch without access to their social networks Community Maintain a profile on a social network – 88% Believe that interactions on social networks are as meaningful as in person (Index 129) Sources: BCG, Booz & Co, eMarketer, PEW institute, GFK, Quantcast
  6. 6. YOUTUBE USERS ARE MORE ENGAGED Интенсивностьвнимания ТВ Время (секунды) more attention to YouTube Ads, than TV ads 1.5X Biometrics data measured: Heart rate, Physical movement, Respiratory rate, Skin conductance Source: YouTube and TV, OTX study, 2008
  7. 7. YOUTUBE USERS RESPOND TO ADS 60% of users respond to ads 18% 16% 12% 11% 10% 7% 26% Followed a link to visit brand website Searched for extra information in SE Searched for extra information on brand website Shared ad with friends Visit off-line shop Bought advertised goods Did nothing
  8. 8. YOUTUBE HAS MORE THAN 20 000 PREMIUM PARTNERS ALL OVER THE WORLD. PARTNER VIDEO VIEWS ARE 30% OF ALL YOUTUBE VIDEO VIEWS. Films and animation Sports TV & Shows Music Entertainment
  9. 9. YouTube Homepage
  10. 10. http://www.youtube.com/watch?v=a9Z-j4jmSio
  11. 11. YOUTUBE MASTHEAD Overview 24 hour high impact placement Highly visible format that drives views and click-throughs at scale. Limitless options for creativity and customization. Remarketing available Creative Assets Opportunities for rich media, social integration, live streams and more Standard size: 970x250 Expandable size: 970x500 Placement YouTube Homepage Pricing Model Reservation (CPD - Cost per Day)
  12. 12. YOUTUBE MASTHEAD LITE Overview Prominently display your video Great for mass exposure and driving video views Remarketing available Creative assets Preset template, image and video use only Video can be click to play or auto play Standard size: 760x150 Expandable size: 970x500 Placement YouTube Homepage Pricing Model Reservation (CPD - Cost per Day)
  13. 13. YouTube TrueView Ads
  14. 14. TRUEVIEW ADS 0 5 10 15 20 25 30 Эмоциональное вовлечение Время в секундах “Forced” to watch Pre Roll Choose to watch Pre Roll Those who choose to watch TrueView for 75% pre-rolls are more engaged then those who forced to eatch pre-roll
  15. 15. TRUEVIEW IN-STREAM Overview Pre Roll ads on YouTube partner videos. Viewers can choose to skip the ad after 5 sec. You only pay for ads they watch. Highly engaging, highly visible ad format Increases video view count Remarketing available Creative assets Video, no max length, but less than 1min recommended Optional companion banner (300x60) Placement Desktop and mobile app YouTube Watch Page Runs on partner videos only Pricing Model Auction (CPV - Cost per View) You only pay for views, not impressions
  16. 16. http://www.youtube.com/watch?v=No7S8wAiZ2M
  17. 17. TRUEVIEW IN-SEARCH Overview People see your ad as they are searching for relevant videos and can choose to click on it and watch it. You only pay for ads they watch. Increases video view count, improves organic placement of videos Remarketing available Creative assets Video, no max length Placement YouTube Search Page Pricing Model Auction (CPV - Cost per View) You only pay for views, not impressions
  18. 18. TRUEVIEW IN-DISPLAY Overview Viewers see your ad next to another video they are watching and can choose to click on it Advertisers are only charged when people choose to watch your ad Increases video count Creative assets Video, no max length Placement YouTube Watch Page Pricing Model Auction (CPV - Cost per View) You only pay for views, not impressions
  19. 19. YouTube Pre-Roll Ads
  20. 20. IN-STREAM (AKA PRE-ROLL ADS) Overview Extend your TV creative online to a lean forward audience 700 Million Pre Roll impressions on YouTube per month. Highly engaging, highly visible ad format Creative Assets Video, max length 30 sec on desktop and 20 sec on mobile Optional companion banner (300x60) Placement YouTube Watch Page Partner videos only Desktop, mobile app and web Pricing Model Reservation (CPM)
  21. 21. IN-STREAM SELECT Overview Pre-Roll ad on YouTube partner videos. After 5 sec viewers can choose to skip it. Advertiser is charged when the ad loads, even if it’s skipped. You are not charged for clicks through to your website Increases video view count Creative assets Video, max length 30 sec Optional companion banner (300x60) Placement YouTube Watch Page Partner videos only Price Reservation (CPM)
  22. 22. YouTube Display Ads
  23. 23. IN-VIDEO Overview Don’t have video assets but want to engage video viewers on YouTube? In-Video is the perfect ad format for you Ads are shown to users as they watch videos within the relevant categories Overlay can click through to an external website, brand channel or a YouTube video Creative Assets Text or Display overlay Optional companion banner (300x250) Placement YouTube Watch Page Pricing Model Reservation (CPM) or Auction (CPC or CPM)
  24. 24. STANDARD DISPLAY (MPU) Overview Extend the reach of your existing Display campaign to YouTube’s captive audience The MPU can link directly to your YouTube Brand Channel or your website No video assets required Creative Assets Banner Image (300x250) or Flash/Rich Media (300x250) Placement Watch Page, Search Page Pricing Model Reservation (CPM) or Auction (CPC or CPM)
  25. 25. YouTube Targetings
  26. 26. TARGETING POSSIBILITIES What do users watch online? 15% 14% 12% 9% 8% 8% 8% 7% 6% 6% 4% Movies Music UGC Humor Cartoons Scientific News Series Educational Entertainment Sport YouTube targeting: - Demographic (age, sex) - Geographic (country, cities) - Topic - Users’ interests - Platform (desk-tops, mobile, TV) - Content label (age restrictions) Examples of users’ interests: Auto&Vehicle Auto&Vehicle BMW / Cadillac / Mercedes / etc… Entertainment Entertainment / TV Shows / Comedy / etc… Topics examples: Arts & Entertainment Arts & Entertainment – Movies – Action & Adventure Films Beauty & Fitness Beauty & Fitness – Fashion & Style – Designers & Collections
  27. 27. Brand Channels On YouTube
  28. 28. ONE CHANNEL DESIGN
  29. 29. SPECIAL BRANDING
  30. 30. FIAT CHANNEL ON YOUTUBE
  31. 31. TRESEMME CHANNEL ON YOUTUBE
  32. 32. EKZO FRUITS
  33. 33. How to engage YouTube audience …or several key trends that no advertiser can miss
  34. 34. TV VIEWERSHIP??
  35. 35. ONLINE VIDEO GOES PRIME Source: Yahoo Video Viewing Study 2009 2012
  36. 36. PSY PHENOMENON
  37. 37. WHY ONLINE VIDEO FOR ADVERTISERS? Online video is the only internet media that can deliver highly emotional contact (compared to TV) Online video ads deliver higher engagement
  38. 38. Turning passive viewers into engaged users THE CHALLENGE
  39. 39. LET’S BACK UP A BIT... Why do people come to YouTube? education expressionentertainment
  40. 40. http://www.youtube.com/watch?v=We3MxsWdqOc
  41. 41. YiaYiaTube More than 6.5 million views 1,500+ ‘Let YiaYia say it’ videos generated by users More than 30% of the views came after TV flight ended Shows how providing users personalization tools can give the campaign life beyond TV RESULTS
  42. 42. Trends: own the content category
  43. 43. WHAT PEOPLE WATCH 64% 52% 42% 37% 35% 34% 31% 28% 25% 22% 21% 19% 11% 9% 8% Movies Videos from ordinary users Music video Humor Cartoons Scientific video Series Educational video Entertainment videos News Music concerts Sport video Analitical prorgams Commercials Video from manufacturers What audience watching on video hostings 65% 57% 45% 35% 27% 26% 26% 24% 17% 13% News Motion pictures Educational programs Entertainment Documentary Sports Animation Series Social public programs Kids programs What people watch on TV News –the most watchable content on TV While in online people prefer to watch movies and entertain themself
  44. 44. PEPSI ‘MUSIC HUB’ HOME% A Home for Music Why? Pepsi is THE destination for all things music and interactive experiences that keep you coming back for more. How will we deliver? With Engagement experiences …
  45. 45. RAMADAN CHANNEL Online video hub dedicated to Ramadan with mix of relevant and exclusive content for target audience.
  46. 46. RAMADAN CHANNEL Above 54M Views in 1 Month Only! Unilever brands engaged with millions of users during Ramadan Huge Global, Regional and Local PR coverage!
  47. 47. Trends: deliver interactivity with content
  48. 48. This interactive video lets you instantly skip from one segment to the next, deciding exactly what you'll see and when you'll see it. Using keyboard keys, you can replay the skateboard tricks, skip others, and create your own rhythmic masterpieces on the fly. SPRITE ‘SKATEBOARDER'S TRICKS’
  49. 49. SPRITE ‘SKATEBOARDER'S TRICKS’ 2,651,304 video views http://www.youtube.com/watch?v=GGih5-MjHHo
  50. 50. Trends: special video content for YouTube
  51. 51. DOVE ‘REAL BEAUTY SKETCHES’
  52. 52. DOVE ‘REAL BEAUTY SKETCHES’ 53,8 mln video views & over 3 mln shares http://www.youtube.com/watch?feature=player_embedded&v=XpaOjMXyJGk
  53. 53. Trends: viral content is a king
  54. 54. TNT ‘DAILY DOSE OF DRAMA’ 8,662,200 video views http://www.youtube.com/watch?v=ZIkPeZKP-d4
  55. 55. GOOGLE ‘NOSE’ 6,238,006 video views http://www.youtube.com/watch?feature=player_embedded&v=VFbYadm_mrw
  56. 56. Trends: YouTube & Social Media
  57. 57. IKEA ‘HAPPY TO BED’ 4,045,948 video views http://www.youtube.com/watch?v=rmiEvUTckmk
  58. 58. Trends: build reliability with celebrities
  59. 59. SEMENOVICH FOR EKZO
  60. 60. DURANT & WADE FOR GATORATE 10,462,452 video views
  61. 61. WHAT COULD BE USEFUL 4 U?
  62. 62. http://www.richmediagallery.com/ http://www.youtube.com/watch?v=tLaK7UWCu1A
  63. 63. http://www.google.com/think/ http://www.youtube.com/watch?v=1wQYwajOwuA
  64. 64. RESOURCES http://www.google.com/think/ Insights & Cases http://www.google.com/think/articles/youtube-leaderboard-may13.html YouTube Monthly Ads Leaderboard http://www.google.com/trends/ Google Market Trends https://the-zoo.appspot.com/us/en Fresh Cases On Google Resources http://www.youtube.com/onechannel About one channel design & channel examples
  65. 65. YURI DOLZHENKO dolzhenko@google.com
  66. 66. THANK YOU!

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