Google day ashley-walter-november-2019
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YouTube Product Lead. Born and raised in the Bay Area, now returned after 10 years in Europe. At Google for nearly four years, always focused on Video and YouTube. YouTube offers brands a unique opportunity to showcase creative content while potential customers are actually paying attention ... but the first three to five seconds of your video are critical.
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Google day ashley-walter-november-2019
- 2. How you speak (creative) matters more than ever
- 3. comScore ARS Global Validation Summary, comScore, October 2010 Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013 Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017 confidential & proprietary 50% Price promotion, distribution, etc.35%Creative 49% Media36%Creative 2X increase in ROI for effective creative Impact on Sales: % Sales Contribution: Increase in ROI: 13% Media 15% Brand Creative drives campaign performance.
- 4. Google Confidential & Proprietary Build for attention Build for mobile Fundamentals of creating for YouTube Build for sound on Using an emerging story arc is key to hooking viewers 95% of video watch on YouTube is played with sound on Globally, more than 70% of watchtime happens on mobile devices Source: Google Internal Data, Global, Sep 2018. Source: Google Internal Data, Global, Apr-June 2018. Mobile includes mobile devices and tablets. 4
- 5. YouTube is a unique opportunity for your creative to reach people when they’re leaning in to pay attention. Viewers are watching with sight, sound, and motion -- expect them to see your video ad on-screen and with the audio on.
- 6. Source: Google/Ipsos, Video Mobile Diary, U.S., 2017, n of 4,381 (saw ads occasions). Relevant video ads get the attention compared to the average video ad. 3x Proprietary + Confidential
- 7. Google Confidential & Proprietary Build for attention Build for mobile Fundamentals of creating for YouTube Build for sound on Using an emerging story arc is key to hooking viewers 95% of video watch on YouTube is played with sound on Globally, more than 70% of watchtime happens on mobile devices Source: Google Internal Data, Global, Sep 2018. Source: Google Internal Data, Global, Apr-June 2018. Mobile includes mobile devices and tablets. 7
- 8. EMERGING DIGITAL STORY ARC confidential & proprietary Start high Subtle brand cues Unexpected shift Multiple peaks More story for those who want it CONNECT DIRECT ATTRACT BRAND C D B A
- 9. Google Confidential & Proprietary Attract The first 5 sec are important! Think about tight framing and memorable visual elements Frame Pace Humanize Surprise 9
- 10. How can you use sight + sound + motion to win the first 5 seconds (and beyond)? confidential & proprietary
- 12. Google Confidential & Proprietary Frame Use tight framing on the subject, whether its a product or a person Marketing Objective Tight shots Focusing on people can increase a viewer’s expressiveness (i.e., an emotional reaction, gauged by facial expression) as they see an ad. This increase in expressiveness is tied to cross funnel campaign improvement. Clearly showing the person or product and using non-obscure angles make it easier for the brain to process and sustain engagement. 12
- 13. Google Confidential & Proprietary Pace Aim for 2+ shots in first 5 seconds Marketing Objective shots in the first 5 seconds 2+ Scene changes support engagement if the rate of change is balanced with information load. Simple ads with low information can have faster pacing than more complex ads with high information. For more complex ads, allow 2-3 seconds between each scene. 13
- 14. Google Confidential & Proprietary Humanize If people appear in video, open with them on- screen. And if it fits with your storyline, have them address your audience directly. Marketing Objective Hero Faces attract immediate attention, heighten emotional motivation and increase engagement (In fact, the human brain begins processing faces within 30 milliseconds). Neuroscience also shows that first-person information -- shared by speaking directly to camera -- may disproportionately influence behavior. 14
- 15. Google Confidential & Proprietary 15 Surprise Use stunning, delightful, unexpected or otherwise memorable imagery. Marketing Objective Visual imagery that makes consumers think (i.e. unexpected/intriguing) or feel (i.e. beauty) in the first 5 seconds links to longer view times on YouTube.
- 16. Google Confidential & Proprietary A B C D 16 Brand Naturally integrated products, logos and audio cues are particularly important elements to land your brand Introduce Mention Brand
- 17. Google Confidential & Proprietary Introduce Introducing your product or brand in the first 5 seconds is positively correlated with all brand metrics A B C D Brand Integrating your brand or product early helps orient the viewer and enables more fluid processing, which helps increase engagement. Multisensory experiences (visual & audio) increases potential to build brand-related associations in the consumer’s mind. Marketing Objective Use visual OR audio cues. Marketing Objective Use visual AND audio together works best. 5 Branded in the first 5 sec. 5 Branded in the first 5 sec. 17
- 18. Google Confidential & Proprietary Mention Audio mentions of your brand by people on- screen are associated with better results than audio mentions by people off-screen. Marketing Objective A B C D Brand 18
- 19. But what if I want a hook and a purchase, click, call, or lead? confidential & proprietary
- 20. ...in order to get people to . BUY NOW Your brand Show off how it looks and works www.yourwebsite.com Explain your product or service [Your creative here] Offer a deal, discount or promotion your icon Skip ad This is a space for your video ad to... TAKE ACTION confidential & proprietary
- 23. Google Confidential & Proprietary Build for attention Build for mobile Fundamentals of creating for YouTube Build for sound on Using an emerging story arc is key to hooking viewers 95% of video watch on YouTube is played with sound on Globally, more than 70% of watchtime happens on mobile devices Source: Google Internal Data, Global, Sep 2018. Source: Google Internal Data, Global, Apr-June 2018. Mobile includes mobile devices and tablets. 23
- 24. Edit for mobile. Faster pacing & cuts. Tighter cropping. Brighter footage. Bigger text/graphics. CREATIVE GUIDING PRINCIPLE text TEXT confidential & proprietary
- 25. Unskippable Experiments created a fake ad to test pacing. Which do you prefer? confidential & proprietary
- 28. 0:05 0:07 0:22 ORIGINALVERSION2 The Unskippable Experiments team found that this edited creative performed +15% better (according to the client’s brand metrics). Consider zooming in, especially on faces, to make the footage pop on small screens. Close cropping is especially important, and easy
- 29. Google Confidential & Proprietary Build for attention Build for mobile Fundamentals of creating for YouTube Build for sound on Using an emerging story arc is key to hooking viewers 95% of video watch on YouTube is played with sound on Globally, more than 70% of watchtime happens on mobile devices Source: Google Internal Data, Global, Sep 2018. Source: Google Internal Data, Global, Apr-June 2018. Mobile includes mobile devices and tablets. 30
- 30. Boldly tell your story, embrace the platform, tell consumers what to do next. REMEMBER THIS confidential & proprietary
Editor's Notes
- How is everyone doing today? Got an exciting day ahead of you and I’m very excited to be up here. Kyle + Casey tee’d me up great and provided a great basis to talking about one of my favorite things, YouTube One of the things I love about YouTube is the ecosystem of which it exists… its a platform build off of creators, advertisers and viewers (like you and I). Creators can be advertisers, advertisers can be creators, viewers can be advertisers etc. I brought some videos and as we go through todays content, I want to make this interactie in a sense that, you are visualizing how to incorporate these things into your brand. I challenge you to switch the hats between creator/advertisers and viewer…. This will help you understand how to exactly win, the hearts and attention of the viewers with creative. Kyle + Casey tee’d me up
- With 1.9B monthly logged in Users, coming to our platform, How you “speak”, how you present yourself, how you connect and how you align yourself with the viewing behaviors is more important than ever
- And its proven! We see that over 50% of campaign performance is driven by creative, so when we are planning media buys, we need to think about our “secret sauce” our driver that is going to really entice users to connect with your brands, connect with your product and think about your brand when it comes to purchasing.
- Many times when we think about creatives, its overwheleming… lots of production costs, budgets, time, creative pressure… I’m a big fan of Hacks, so im just going to highlight 3 “hacks” if you will, that will help you create effect youtube videos. With your creator hat on… we want to build creatives 1 - Build for sound on. Leverage the power of audio elements, such as music, dialogue, sound effects,etc, to complement and reinforce what’s happening on-screen. Stat: 95% of video watched on YouTube is played with sound on (Google Internal Data, Global, Sept. 2018). 2 - Build for attention. Using an emerging story arc is key to hooking viewers in an ad’s opening moments. Start fast and keep an upbeat pace to your story to capture and retain your audience’s attention. 3 - Build for mobile. Use tighter framing, faster pacing, large-type supers, brightness and contrast to make sure that your ad is visible on a small screen. Stat: Globally, more than 70% of watchtime happens on mobile devices (Google Internal Data, Global, Apr-June 2018. Mobile includes mobile devices and tablets).
- Fist hack : Build for sound on. Leverage the power of audio elements, such as music, dialogue, sound effects,etc, to complement and reinforce what’s happening on-screen. Stat: 95% of video watched on YouTube is played with sound on (Google Internal Data, Global, Sept. 2018).
- When you identify your best customers based on things they like and care about, you can reach them with specific messages that are relevant to them. And the proof is in the results: Relevant video ads get 3X the attention compared to the average video ad, so understanding your audience’s passions is what sets your campaign up for success. The key to finding out what engages your audience is to go beyond demographics and pay attention to what gets people excited. Google/Ipsos, Video Mobile Diary, U.S., 2017, n of 4,381 (saw ads occasions).
- 2nd Hack: Build for attention 2 - Build for attention. Using an emerging story arc is key to hooking viewers in an ad’s opening moments. Start fast and keep an upbeat pace to your story to capture and retain your audience’s attention. Attention span STORY ARC
- This brings us to our emerging story arc, we have move far past the traditional mountain story arc...
- Attract- the first 5 sec are important!! Remember, with skippable ads, the user has the power, they can choose to skip or continue to watch and engage. It’s a first impressions, similar when you meet someone for the first time!
- Think about how can you maximize on the power of sight and sound to really grab attention? Here is an example….
- How about I show you…. FORMULA E
- I’ll give you some hints and tricks on how to really lean into the attracting attention: [SPEAKER NOTES] Using tight framing on the subject, whether its a product or a person is a positive factor for Ad Recall, Consideration and Purchase Intent. Also using a product in action allows the user to visualize what it would be like if it were their product, or they were using it. Example: Samsung (RU) Example: Cover Girl (EN)
- Having 2 or more shots in first 5 seconds is a positive factor for Ad Recall and Consideration We are fighting with short attention spans, so having a faster pace, keeps the viewer on their toes, curious to what happens next, and distracted to the fact that they are watching an 15, 20, 30 sec ad,
- We’re social beings that are wired to respond to people. If people will be featured in your video, open with them on-screen. And if it fits with your storyline, have them address your audience directly or provide a “first person” perspective. These approaches are positive factors for Ad Recall and Consideration. Example: L’Oreal (SP) Example: Whiskas (EN)
- [SPEAKER NOTES] Using stunning, delightful, unexpected or otherwise memorable imagery are positive factors across the marketing funnel: Ad Recall, Consideration, and Purchase Intent. Example: Fanta (PT) Example: Sheraton (EN)
- And of course we dont want to forget about the most valuable asset… your brand and how to naturally incorporate that into your video
- Introducing your product or brand in the first 5 seconds is positively correlated with all brand metrics. Our research showed some nuance between brand metrics: Ad Recall was positively correlated with use visual OR audio cues - Example - Energizer (EN) Consideration & Purchase Intent were positively correlated with using visual AND audio together - Example - Booking.com (DE)
- [SPEAKER NOTES] Audio mentions of your brand by people on-screen are associated with better results for Ad Recall and Consideration than audio mentions by people off-screen. Kyle - video is trending and points about ppl advocating for your brand
- Now that you’ve grabbed the viewers attention and introduce the brand…. How do i actually make it drive performance?
- The direct-response video campaigns provided a remarkable 80% increase in the conversion rate compared to other campaigns. Grammerly example Gorilla Glue
- GRAMMERLY
- GORILLA GLUE
- Last hack: 3 - Build for mobile. Use tighter framing, faster pacing, large-type supers, brightness and contrast to make sure that your ad is visible on a small screen. Stat: Globally, more than 70% of watchtime happens on mobile devices (Google Internal Data, Global, Apr-June 2018. Mobile includes mobile devices and tablets).
- One of our teams worked with Klondike’s creative agency to try a simple but aggressive series of edits: tighter framing/cropping (zoom in), and a little bit faster pacing. See how the zoom would feel a lot closer and more ‘intimate’ on a small screen? It turns out that these aggressive edits led to +15% lift in Klondike’s key brand metrics.* [we won’t share what these metrics are -- they are proprietary to Klondike -- but we can say that it’s NOT view-through rate] [Note: this slide was borrowed from go/UnskippableNarrative; check it out for more examples and best practices]
- 1 - Build for sound on. Leverage the power of audio elements, such as music, dialogue, sound effects,etc, to complement and reinforce what’s happening on-screen. Stat: 95% of video watched on YouTube is played with sound on (Google Internal Data, Global, Sept. 2018). 2 - Build for attention. Using an emerging story arc is key to hooking viewers in an ad’s opening moments. Start fast and keep an upbeat pace to your story to capture and retain your audience’s attention. 3 - Build for mobile. Use tighter framing, faster pacing, large-type supers, brightness and contrast to make sure that your ad is visible on a small screen. Stat: Globally, more than 70% of watchtime happens on mobile devices (Google Internal Data, Global, Apr-June 2018. Mobile includes mobile devices and tablets).