Beyond The 30 Second Spot presentation for Dublin Creative Agency Day. Strategies for using Youtube in conjunction with TV.

1. th e
n d
be yo pot
in g s text
g o ndn con
o on i
ecoluti
-s o rev
0 ide
3 ev
th
Reuben Halper
Tangozebra

2. who are you?
what do you do?

4. 4,000,000,000
views per day
that’s 4 billion...more
than of the combined
population of China,
India, Russia, the United
States & the European
Union.

5. this is the past...

6. so what doesthe present.
...and this is this all mean?
7

7. Television
me
Ga tem
s
Sy
so what doesthe present.
...and this is this all mean?
7
Computer
Ph
on
e
Tablet

8. n
ooIyears there will| be no such thing as ‘online video’...
sdid come to google youtube?
so why
in a few
<
...there will just be video

9. online video is exploding into the primetime space
2009
2011
5am – 8:59am 9am – 11:59am 12pm – 2:59pm 3pm – 5:59pm 6pm – 8:59pm 9pm – 12:59pm 1am – 4:59am

10. so why did I come to google | youtube?
the challenge?
turning passive viewers
into engaged users
...and ultimately into doing SOMETHING.

11. let’s back up a bit...
so why did I come to google | youtube?
why do people come
to YouTube? education
entertainment
expression

13. so why did I come to google | youtube?
so let’s look at a couple of strategies for
exploiting YouTube in
conjunction with television

15. Video posted to Youtube
5 days before Superbowl
First few hours:
40,000 views
After 24 hours:
1 million views
13 million views by kick-
off on Superbowl Sunday

16. VW - The Force
Generated $500k+ of free
so why did I come to google | youtube?
media through Youtube views
20% of the views from mobile
Different creative per platform:
Youtube (60 sec) vs. TV (30 sec)
Groundbreaking format: took
the normal Superbowl format
and turned it on it’s head.

17. so why did I come to google | youtube?
pre-launch your campaign
in the digital space

19. so why did I come to google | youtube?
extend & amplify your
existing TV campaign

20. Yiatube
More than 2.5 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

21. Poneis Malditos
12+ million views in a month
800,000+ shares via Youtube,
Facebook, Twitter, Blogs, etc.
24,000 video comments
Shows the impact of thinking
digitally from the beginning

22. leverage user generated
so why did I come to google | youtube?
content or social activity
as the content for your
TV campaign

23. Doritos
22 million views of
finalist videos
36% increase in video
submissions (5,800 entrants)
30% increase in Twitter activity
Shows the incredible
quality& potential of UGC.

27. Crunch Is Calling
6+ million views in 6 months
Next generation of real-
time response campaigns
Brilliant way of tieing
together Twitter,
Facebook & Youtube
Successful executions
don’t need to be complex

28. the ad spectrum of pain*
willing ‘viral’
to watch
shoot willing
me to share
tv
*courtesy of sharethrough

29. the ad spectrum of pain*
willing ‘viral’
to watch
shoot willing
me to share
tv
*courtesy of sharethrough

31. the ad spectrum of pain*
willing ‘viral’
to watch
shoot willing
me to share
tv digital
*courtesy of sharethrough

33. T ha nk you