&art science advertising 3.0 presented
by the ZOO at Google YouTube

digital revolution

digital revolution everything’s changing faster

audience behavior has changed as
wellso why did I come to google | youtube?

audience behavior has changed as
welltraditionalso why did I come to google | youtube?advertising aloneno longer works

invention, innovationorchestration and the useradvertising
3.0

so why did I come
to google | youtube?the target user

it’s not |about the audience
anymoreso why did I come to google youtube?the target user

it’s not |about the audience
anymoreso why did I come to google youtube? it’s about people using advertising as a toolthe target user

to be entertainedto be informedto
be provided utility

how do we see it?

brands don’tsell brands,

brands don’t sell brands,people sell
brands

meet Walt

meet Walt the ad test
dummy

emotionmentalityvolitionconscienceself consciousness

he feelsemotionhe thinksmentalityhe choosesvolitionconscience and
standardshe has normshe can pick himself out in a mirrorself consciousness

and the traditional approach to
advertising to Walt...

otta have this car!You g

messageemotion

emotion self-consciousness

Is this car really me?emotion
self-consciousness

viewpoint norms and standards frame
of referencementality memory center vocabulary

viewpoint norms and standards frame
of referencementality memory center vocabulary

conscience

I’m Sold!

and if we do our
job right.

and if we do our
job right. Walt will tell even more friends.

our job...

rand b e es ssive
pa rs tiv t c ca a o rn we v intotu ie d v a

how?

brand attributes

brand attributes target audience

brand attributes target audiencedigital behaviors

brand attributes target audiencedigital behaviors
digital strategy

successful campaigns arenot just aboutselling
stuffor creating more unwanted noise.

it’s aboutcreating somethingthat enhances life

it’s aboutcreating somethingthat enhances life
that is memorable, that delights, inspires and surprises. something that makes a person want to own it, riff on it, and share it with others...

five big advertising 3.0 opportunities

five big advertising 3.0 opportunities1
social: creating time, not buying time

five big advertising 3.0 opportunities1
social: creating time, not buying time2 video: live streaming video; online microcast

five big advertising 3.0 opportunities1
social: creating time, not buying time2 video: live streaming video; online microcast3 data visualization: turning the conversation around

five big advertising 3.0 opportunities1
social: creating time, not buying time2 video: live streaming video; online microcast3 data visualization: turning the conversation around4 augmented humanity: creating an annotated world

five big advertising 3.0 opportunities1
social: creating time, not buying time2 video: live streaming video; online microcast3 data visualization: turning the conversation around4 augmented humanity: creating an annotated world5 transmedia: the brand experience translated to multiple mediums

remember the mobile phone?

remember the mobile phone? it
used to be about convenient communication

now we can talk to
it

we see through it

and we even learn with
it

but users won’t stop there
they want more...

augmented humanity

and it’s not just annotating

so whadayagonna doabout it?

listen to the user visualize
the data

put ’em on the map

let’em learnabout yourbrand

make your brand, their brand

give the user a stage

do you know this young
man?

the mostpopular manon youtuberyan higaviews:
135,177,211total upload views: 779,400,409subscribers: 3,613,588

youtube stars: the station YouTube’s
most popular partners collaborating on sketches, movie parodies, and web series.shaytards charlestrippyThe daily online Hundreds ofreality show featuring thousands of fansYouTube’s larger- follow the dailythan-life family guy, adventures of Charles KassemGtwoShay Carl. Shay is Trippy – a college KassemG is knownset to eat his way grad and social media for outrageous “manthrough Jazz Fest. star who’s built a on the street” huge following of interviews on Venice viewers Beach in addition to AndreasChoice starring The Station’s Make-up and fashion biggest sketch gurus are huge on comedy hits. YouTube and Andrea is The Station’s own Lisa Nova NicePeter fashion reporter. YouTube’s original The Station’s female comedy musical Timothy star, famous for mastermind and DeLaGhetto2 Tim is a rapper/fashion her pop-culture creator of parodies and countless song Channel Views: 14.6M+ fanatic, who’s laying down lyrics one minute, celebrity parodies and impersonations, improvised Total Video Views: 119M+ appearing in a comedy vlog the next, and then and a found of comedy tunes. reviewing new sneakers The Station.

helping to increase sales of
the Sienna by 18.5 percent through November, double the industry average for minivans imitation = engagement 8.8 million views since maychanged perceptions sienna swagger wagon = cool

tap into the zeitgeist

YouTube StarsHauling / YouTube Community

YouTubeStars

“you don’t have to spend
the money and youstill get the thrill – it’s like shopping porn”– Kit Yarrow, PHD, Consumer Psychologist and author of Gen Buyhauling with elle and blair elle and blair’s videos have been viewed more than 230 million times

let’em discover

real time gratification tipp-ex “hunter
vs bear” 35M since august

spread the fun to everyone

from on-premise sponsorship to global
audiencelive streaming video Bonnaroo on-site attendance: 75k total live streams: 4.3M average live streams: over 3.6M (day of) average video on demand views within 72 hours of initial live event: over 2.4M *Source: Google internal data- US only, total streams across 3 day festival broadcast) **Source: A/C entertainment

maybelline

Germany Korea Brazil harry potter
and the deathly hallows global live streaming of the red carpet premiere18 countries, 8 languages on Youtube, MySpace and Facebook 637,884 live streams

one brand presencemanaged in one
placeliving simultaneously on many sites and devices

live video socialconnections localized map
widget live chat coupons music

YouTube

OrkutFacebook YouTube Brandsite.com

a global brandmessage

a global brandmessageseamlesslyintegrated withlocal content

one unified experience,across many sitesand
devices

linked and managed globallyand localized
to regions.

for 60 years people have
been watching

maybe even dreaming in third-person

since the camcorder archiving life
hasbecome as important as experiencing it

since the camcorder archiving life
hasbecome as important as experiencing it life in narration

never before has there been
a placewhere anyone in the world can go andinstantly find and share a story that reflects their life experience

and it all begin at
the zoo

what has it become?

what has it become?one of
the most powerfulmeans of communicationin the world

Iran Protests / YouTube

VIDEOCRACY

and no matter who you
want tomotivate whether you are a brand orand individual you have a voice

thank youthe zoo at google
| youtube