Suzie Reider, Head of Advertising Sales YouTube/Google Display Network

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Suzie Reider, Head of Advertising Sales YouTube/Google Display Network

  1. 1. Wednesday, February 9, 2011
  2. 2. Suzie Reider Head of Advertising YouTubeWednesday, February 9, 2011
  3. 3. clearly behavior has changed so why did I come to google | youtube?Wednesday, February 9, 2011
  4. 4. clearly behavior has changed traditional advertising alone no so why did I come to google | youtube? longer worksWednesday, February 9, 2011
  5. 5. clearly behavior has changed traditional advertising alone no so why did I come to google | youtube? longer works effective brand marketing is now about contentWednesday, February 9, 2011
  6. 6. clearly behavior has changed traditional advertising alone no so why did I come to google | youtube? longer works effective brand marketing is now about content creating contentWednesday, February 9, 2011
  7. 7. clearly behavior has changed traditional advertising alone no so why did I come to google | youtube? longer works effective brand marketing is now about content creating content associating your brand with existing, relevant contentWednesday, February 9, 2011
  8. 8. but some content leaves you guessing...Wednesday, February 9, 2011
  9. 9. Wednesday, February 9, 2011
  10. 10. but what does it have to do with the brand?Wednesday, February 9, 2011
  11. 11. but what does it have to do with the brand? ambiguity is fun but not very actionableWednesday, February 9, 2011
  12. 12. Wednesday, February 9, 2011
  13. 13. and some campaigns have no tangible extensions...Wednesday, February 9, 2011
  14. 14. and some campaigns have no tangible extensions... and some campaigns have dubious target audiences...Wednesday, February 9, 2011
  15. 15. Wednesday, February 9, 2011
  16. 16. successful campaigns are rewarding.Wednesday, February 9, 2011
  17. 17. successful campaigns are rewarding. provoking the audience get think, to laugh, to cry, to to angry, to get off their ass and do something.Wednesday, February 9, 2011
  18. 18. Wednesday, February 9, 2011
  19. 19. Wednesday, February 9, 2011
  20. 20. Nike, Write the Future great content + personalizationWednesday, February 9, 2011
  21. 21. Nike, Write the Future great content + personalization 7.8 millions views in first week 21 million views since May launched in 14 countries simultaneously on YouTubeWednesday, February 9, 2011
  22. 22. Nike, Write the Future great content + personalization 7.8 millions views in first week 21 million views since May launched in 14 countries simultaneously on YouTube by tapping into the passion of the world cup and allowing the audience to participate, Nike trumped traditional sponsorshipWednesday, February 9, 2011
  23. 23. successful campaigns use YouTube celebritiesWednesday, February 9, 2011
  24. 24. successful campaigns use YouTube celebrities relevant, real endorsementWednesday, February 9, 2011
  25. 25. Wednesday, February 9, 2011
  26. 26. YouTube celebrity Mystery Guitar Man Garnier Fructis Survival Style 1,301,185 views for first video on home page 5.3 million views across 3 custom videos “Best Mystery Guitar Man vid ever!_would watch_ advertisements/commercials if you were in more of them! hope garnier paid you something for using their gel. After all it will be a million people buying their gel to_ get a hair like that.”Wednesday, February 9, 2011
  27. 27. successful campaigns exploit Google technologyWednesday, February 9, 2011
  28. 28. Wednesday, February 9, 2011
  29. 29. 637,884 live streams average view time: 8 minutes global live streaming of the red carpet premiere in 18 countries, 8 languages on Youtube, MySpace and FacebookWednesday, February 9, 2011
  30. 30. successful campaigns extend the experienceWednesday, February 9, 2011
  31. 31. successful campaigns extend the experience using video live streaming to let everyone listen, learn, laugh, play and join inWednesday, February 9, 2011
  32. 32. Arcade Fire’s Wilderness DowntownWednesday, February 9, 2011
  33. 33. Arcade Fire’s Wilderness Downtown revolutionized music videos with open web technologies: HTML 5 video, audio and canvasWednesday, February 9, 2011
  34. 34. Wednesday, February 9, 2011
  35. 35. Wednesday, February 9, 2011
  36. 36. Wednesday, February 9, 2011
  37. 37. ePrint Live ePrint Live! is an Improv Variety Show on YouTube in which consumers send suggestions for skits by emailing an HP printer on set. The Upright Citizens Brigade, moderated by Rob Riggle bring the ideas to life through original comedy.!The program effectively engages the audience in real time while demonstrating the benefits of HP’s new ePrint functionality. The program also utilizes two YouTube stars to build buzz for the program with their existing fan bases. Run Date: January 18-31 Live event: January 21 Video views: 3 million+ ePrint Live submissions: 4700Wednesday, February 9, 2011

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