Related Videos Pattern 22.5% of the views for the videos featured on the mimicry page came from related videos. Man vs Giant Salamander Ball Buster Alien Fish Flesh Ripping Eels Swimming Chainsaw
Users spent an average of 3:45 min on the site. Length of mimicry: 35 seconds
40% of users who visited the page watched the entire mimicry execution
39% of users who started towatch the mimicry video, watchedat least one of the other videos
1,651 users subscribed to Animal Planet’s channel. That’s 1,651 users that you can continue to talk to.*4/3-5/1
Sharing the monsters and more 1,490 143 5,179 visits to brand channel 4,577 visits to River Monsters Site*4/3-5/1
How does this stack up against othermimicry pages? 477K 594K 72K 4M Views Views Views Views
YouTube users exposed to the masthead were1170% more likely to take a desired action(trailer view, brand search, site visit, etc.). Thiswas 4X the TV industry average of 255%!The masthead resonated most with males18-24 & 35-44.
Masthead drove users to Masthead drove users to mimicry view videosThe masthead drove a lift to Users who saw the mastheadthe mimicry page that was were 331% more likely to5X the TV industry average watch a River Monsters video.of 273%.Users who saw the River The masthead drove a lift inMonsters masthead were River Monsters video that was1409% more likely to visit 3X the TV industry averagethe mimicry page. of 97%.
Animal Planets "River Monsters" Catches1.6 Million Viewers in Third SeasonPremiere • #1 Non Fiction Program among M18-49 in timeslot • Most watched prime telecast since Season 3 Finale of Whale War • 17% increase in W25-54
Future Learnings• Ample planning period• Customize experience for YT community• Access to Talent• Use YT URL for Skippable ads• Policy/legal for mimicry
Media Overview Ad Impressions Clicks Masthead 28M 282K Promoted Videos 22M 120K In Video 15M 51K Value Add Display 7M 2K Mobile In Stream 3M 50K Skippable 3M 90K Remarketing Display 2M 3K TOTAL 80M 590K
Timeline January 2011: April 3, 2011:Creative Brainstorm Media Launches Generating Awareness March 31, 2011: April 10, 2011: Mimicry Launches Masthead Launches