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Google Preferred Research Presentation
The document summarizes research showing that the 18-34 age demographic is increasingly difficult to reach on traditional TV, as viewership among this group has declined on major networks over recent years. In contrast, platforms like YouTube have seen growing viewership among 18-34s. The document then outlines Google's proposals to help advertisers target this important audience through YouTube, including access to top content creators, new ad formats, tools to measure brand metrics, and creative services.
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Google Preferred Research Presentation
- 2. Google Confidential andProprietary 2 Today’s valuable 18–34 audience is hard to reach on TV Primetime 18–34 reach (000) for 2010–2011, 2011–2012, 2012–2013 seasons, Live+7 days (Source: Nielsen) Source: Nielsen NTI Final week of September–May each season, excluding sports and specials 301K 263K 234K 2011 2012 2013 444K 398K 367K 2011 2012 2013 653K 644K 537K 2011 2012 2013 717K 566K 482K 2011 2012 2013 Median age for major networks: CBS: 57 ABC: 54 NBC: 49 Primetime A18–34 viewership declining among popular networks
- 3. Google Confidential andProprietary 3 47K 350K Weekly A18–34 unique viewers Audiences are flocking to new franchises beyond TV Source: YouTube 7-day viewers; Nielsen NetRatings 200K 300K 178K 200K
- 4. Google Confidential andProprietary 4 These hit franchises are shaping popular culture
- 5. Google Confidential andProprietary 5 Audiences are not just watching…they are participating of YouTube viewers share or talk about YouTube videos with their friends 68% Source: Ipsos YouTube audience study
- 6. Google Confidential andProprietary 6 Audience Content Innovation #1 in 18–34 reach with custom targeting available The very best of the new “watercooler,” top 5% of content Long form ads, content creation consulting and real time brand lift optimization Tap into the passion of young consumers that will shape the next generation of leading brands Your best audience, their favorite content Introducing
- 7. Google Confidential andProprietary 7 Reach the 18–34s that you can’t get on TV YouTube is #1 at reaching A18–34 VS all cable networks Source: Nielsen Audience 41% 44% 45% 49%
- 8. Google Confidential andProprietary 8 lineups reach more 18–34s than their TV network counterparts Source: YouTube internal data; Nielsen@Plan Audience 9.8M 4.9M 13.4M 5.7M 14.1M 2.8M Unique A18–34 reach for Google preferred lineups & TV network weekly average primetime reach
- 9. Google Confidential andProprietary 9 In the top 5% of content, chosen by the audience Introducing…the “Preference Score” The first-ever quantitative measure of YouTube audience engagement measures: Popularity: the scale of their influence Passion: the depth of their engagement Content Bethany Mota Preference Score=876 Michelle Phan Preference Score=878 Zoella Preference Score=870
- 10. Google Confidential andProprietary 10 14 video lineups Content Anime & Teen Animation Cars, Trucks & RacingBeauty & Fashion Entertainment & Pop Culture Comedy Parenting & Family Weightlifting, Workouts & Wellness Food & RecipesMusic News Science & Education Sports TechnologyVideo Gaming
- 11. Google Confidential andProprietary 11 innovations for strategic customers Innovations TrueView Reserve Tell your brand story with long form ads that audiences love; 2:30 seconds long Brand Lift Continuously optimize for recall, awareness, consideration Content Creation Consulting Reach your perfect audience and connect through content
- 12. Google Confidential andProprietary 12 Ideation: The Zoo Innovations The ZOO is a creative team within Google that helps brands creatively & effectively exploit the potential of Google platforms, technologies & creative resources. Google Preferred buyers receive preferential access to the ZOO to develop and/or amplify creative strategy, ideas & executions around a planned media program. The ZOO will craft bespoke concepts & ideas for leading bands meeting select criteria that are formed from sound research & strategy, that push the brand & are embraced by the audience with unrestrained technology fostering innovation & invention on any digital device.
- 13. Google Confidential andProprietary 13 Continuously optimize against the brand metrics that matter Brand Lift Innovations Measure What Matters Move beyond proxies, to measure your ads’ impact on ad recall, brand awareness Using Fast, Accurate ResultsOur innovative methodology enables fast, highly accurate, causal results Learn & Optimize on the Fly Continuously optimize on the fly, using actionable, near-real-time results
Editor's Notes
- #2 -DVIP customers -Accelerate performance against DVIP
- #3 Broadcast TV viewership has been declining and is now skewed towards older demographics.. The younger, connected generations are simply not watching broadcast TV anymore. Outside of a few reality shows that have hit the mainstream and one or two comedies, most young adults have migrated elsewhere. Even FOX and the CW have declined over the past three years (see appendix slide). You thought the audience had thus migrated to cable where you can find them now... but prominent cable networks like Bravo, Comedy Central, ESPN, and MTV are on the rapid decline, seeing year over year over year prime time audience declines.
- #4 So where are they going? A younger connected generation is “choosing their next wave of programming… they are finding it via social media, in shares and text to friends, and when crawling the web for engaging content that looks and feel like them, that they can participate in … Viewership and programming strategies have changed… it’s not about linear programming that is seasonal and predictable… its about pop culture and relevance and connecting to the world through content the speaks to YOU. This new engagement programming has arrived… this is the new “water-cooler” online programming of the 18-34 generation, and the most relevant and popular content bests even the most popular shows on younger cable networks… You can find those franchises on YouTube. Take Bethany Mota for example, she has 200K more unique weekly viewers than America’s Top Model with Tyra Banks (one of the most well known fashion celebrities in the world). Then, look at Vice. Via their regularly scheduled programming on YouTube, Vice has catapulted into the mainstream, now reaching over 1M viewers a week – while unconventional but comedic programming like the Colbert Report on Comedy Central at only doing 60% of that audience. Finally, there is Sci Show. The last example, Sci Show (only on YouTube) doubles the audience of comparable content on cable (a mainstream called Mythbusters on Discovery Networks).
- #5 If you search Google news and browse the web, you’ll notice that a lot of the press you see about these emerging brands is already there… the revolution has already happened… stars are being born.. And the mainstream media has been recognizing it… Emerging talents and creators have emerged as influences, trend setters, and evangelists. THEY are real. Their audiences are real and they are taking mainstream media by storm. Great quote from a BuzzFeed Article (3/14) by representatives for Obama whom decided to engage YouTube personalities to get out the word on Healthcare : The president acknowledged how important the YT community was in helping raise awareness about key messages.” http://www.buzzfeed.com/evanmcsan/obama-enlisted-youtube-personalities-for-final-health-care-e
- #6 We know that you have seen a lot of comparisons of YouTube’ reach to TV but its important to note that content on YT is NOT like TV – it talks back; it’s more engaging and interactive and content is created based on real time feedback and participation from the audience. Engagement is a proxy for quality (if they don’t have this – it’s not quality). The audience is personally connected with the content creators and connected with the audience itself. These fans are shaping and impacting the content itself – and that itself is the deeper engagement. Aligning with these audiences is an most important thing to your brand – and we have the best way for you to connect with them at scale…..
- #7 Introducing Google Preferred. “Tap into the passion of young consumers that will shape the next generation of leading brands” There are 3 pillars in our core offering for Google Preferred. They include Audience, Content, and Google Innovation. Audience: YouTube has #1 reach into the A18–34 demographic. We are really good at reaching young consumers but can also offer demographics you may be buying elsewhere like A18–49 and A25–54. Content: Google Preferred offers you access to the best content that YouTube has to offer. We’ve ranked all of it so you can clearly see the top creators and you can own the best inventory available. Innovation: Although specific aspects of this might vary based on your upfront commitment with Google, ensuring our advertisers and agencies have the best of Google Innovation and services is a key component of being a Google Preferred customer.
- #8 Pending edit: need new data from Peejay (coming Mon/Tues) As you can see, YouTube is bigger than any other cable network (maybe all TV based on updated slides) at reaching the A18–34 demographic. Historically, well known networks like Comedy Central and MTV were the only place to reach this scarce audience in a video environments; now these audiences are on YouTube and we can make them available to you… That said, we know simple reach is not all that you need; you need quality content, you need the *best* quality content. Well.. we have heard you loud and clear and that is why you are only getting the *best* with Google Preferred… (Transition)
- #9 As you can see, YouTube is bigger than any other cable network at reaching the A18–34 demographic. Historically, well known networks like Comedy Central and MTV were the only place to reach this scarce audience in a video environments; now these audiences are on YouTube and we can make them available to you… That said, we know simple reach is not all that you need; you need quality content, you need the *best* quality content. Well.. we have heard you loud and clear and that is why you are only getting the *best* with Google Preferred [jump to top 5% slide]
- #10 We’ve been hearing from agencies and advertisers for years that YouTube in an ocean. We’ve been hearing that it is hard to understand what the top ranked channels are, if they are brand safe and relevant/engaging, and what the content is all about. So – what we did, in the spirit of who we are at Google, is – guess? We created an algorithm and we called it P-score. P stands for Preferred, as well as the two sides of audience engagement: popularity and passion. Popularity meaning watch time and repeat viewership – does this user really care? and Passion – How deep are users engaging?. This metric is defined by likes, shares, comments, and fan upload frequency/scale. The beauty of our P-Score is that it uses metrics that we don’t pass along in our API, like WATCH TIME so it gives advertisers/agencies the most relevant snapshot of what content is popular, relevant, engaging, and influential. Finally, we’ve manually reviewed every channel that has been scored and removed all channels that were not brand safe or did not meet the highest standards.
- #11 We have 14 content category lineups to choose from. From Entertainment & Pop Culture to sports to Music to Video Games, we have ranked all the best content using our P-Score across these 14 categories and are making it available for you to buy upfront for your best clients OR if you are a client, for YOU. Keep in mind that buying these categories is not required, you can also choose from 200+ affinity segments that will run only against the top 5% of our best content – ensuring that you have the audience you want to reach, how you want to reach them, and all in top ranked. Brand safe environments.
- #12 If you choose to go BIG with Google (and we hope you do), as a strategic client, you will get access to our proprietary ad unit that users love; TrueView Reserve. TrueView reserve ads can be up to 2:30 long and come with all the features and benefits of TrueView (video view counts at the 30 second mark, re-marketing capabilities, and more! Also, large strategic clients committing to Google Preferred will get access to Content Creation Consulting