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- 1. TV to DigitalStreaming How content consumption is changing the way brands invest & interact with people
- 2. Who’s this guy? Theonly professional picture I have Current Role Google: Brand Measurement Lead focusing on TV+YouTube reach for Large Customer Sales North America Previous Roles: ● Google: Analytical Lead - Food Beverage & Restaurants Vertical ● Zenith Optimedia: Digital Analytics Supervisor on General Mills ● Mediacom: Search Manager of Analytics ● MediaVest: Print Activation Associate for Bristol-Myers Squibb
- 3. Agenda ● About Me ●Google’s Data ● Media Landscape ● Evolution of Consumer Choice ● Case Studies ● Summary
- 4. Let’s Talk AboutGoogle: Products with > 1 Billion Users
- 5. Google as aPublisher Company X Product Marketing Promotions Advertising Traditional Media Digital Media Google
- 6. Google as aData Provider Company X Product Marketing Promotions Advertising Traditional Media Digital Media Google Category dynamics Consumer behavior Brand perception Consumer interest Market testing Message testing
- 7. How do wedefine an insight? d data data data data data data data data data data data data data an insight is a credible and novel finding tied to a clear so what data data data data data data data data data data data data data data data data data data ata data data data data data
- 8. Brand and consumerintersections vary by opportunity and intent AWARENESS Make people SEE and REMEMBER your brand SEE Examples: Extra Reach Viewability Brand Lift (Upper Funnel) MEASURE YOUR IMPACT
- 9. Brand and consumerintersections vary by opportunity and intent THINK AWARENESS Get people to UNDERSTAND and WANT your brand Make people SEE and REMEMBER your brand SEE Examples: Extra Reach Viewability Brand Lift (Upper Funnel) Examples: Brand Lift (Lower Funnel) Google Trends Google Consumer Surveys MEASURE YOUR IMPACT CONSIDERATION
- 10. Brand and consumerintersections vary by opportunity and intent THINK AWARENESS Get people to UNDERSTAND and WANT your brand Make people SEE and REMEMBER your brand SEE DO Change people’s BEHAVIOR and get them to CONVERT ACTION Examples: Extra Reach Viewability Brand Lift (Upper Funnel) Examples: Brand Lift (Lower Funnel) Google Trends Google Consumer Surveys Examples: Geo Experiments Media Attribution O2S Sales Lift MEASURE YOUR IMPACT CONSIDERATION
- 11. Brand and consumerintersections vary by opportunity and intent THINK AWARENESS Get people to UNDERSTAND and WANT your brand Make people SEE and REMEMBER your brand SEE DO Change people’s BEHAVIOR and get them to CONVERT ACTION Examples: Extra Reach Viewability Brand Lift (Upper Funnel) Examples: Brand Lift (Lower Funnel) Google Trends Google Consumer Surveys Examples: Geo Experiments Media Attribution O2S Sales Lift LOYALTY Drive people to CONVERT OFTEN and ADVOCATE your brand Examples: Advanced YT Analytics Google Analytics (Site) Customer Lifetime Value MEASURE YOUR IMPACT CONSIDERATION CARE
- 12. Google Aligns toolsto measure them Extra Reach Viewability Online to Store Geo Experiments Media Attribution Google Surveys Google Analytics YouTube Analytics Customer Lifetime Value Audience Verification Brand Lift More commercial intent, Harder to measureLess commercial intent, Easier to measure THINKSEE DO CARE Customer Value ILLUSTRATIVE
- 13. Google Search -An Intent Engine
- 14. Autocomplete - HowPeople Feel
- 15. Autocomplete - HowPeople Feel
- 16. Autocomplete - BrandQuestions
- 17. Autocomplete - CategoryQuestions
- 18. Google Trends -Map when interest spikes
- 19. Google Trends -Map when interest spikes Vodka & hangover searches
- 21. How do weuse this data? ● Inform creative ● Create products ● Test how it drives impact ● Understand regions where people are searching ● See related categories
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- 32. TV to Streaming givingusers choice
- 33. Average Time spentper day by US adults 2011 TV Radio Print Digital Other 2011 0:00 1:00 2:00 3:00 4:00 5:00 6:00
- 34. TV Radio PrintDigital Other 2011 2015 0:00 1:00 2:00 3:00 4:00 5:00 6:00 Average time spent per day by US adults shifts
- 35. Most growth indigital is mobile TV Radio Print Digital Other 2011 2015 MD+L D+L M 0:00 1:00 2:00 3:00 4:00 5:00 6:00 150xper day 3:00
- 36. 40% of heaviestTV watchers consume 80%
- 37. 65+ is theonly demo increasing TV watchtime Weekly Time Spent by Demo, Q3 2012-2015
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- 39. Light TV Viewersare heavy video streamers
- 40. GRP Distribution forAdults 18+ Age TV YouTube 18-24 6% 25% 25-34 11% 28% 35-44 15% 22% 45-54 20% 13% 55-64 23% 7% 65+ 26% 5%
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- 42. Behavioral Creative Screening Creative1 VTR CTR VTR CTR 9.93% .88% 9.58% .55% Use AdWords for Video + YouTube Analytics to determine the most effective ad
- 43. Brand Lift Screening Creative1 Use Brandlift + YouTube Analytics to determine the most effective ad
- 44. Brand Lift CreativeScreening and Insights Creative 1 Use Brand lift and GCS for contenxt of why an ad was effective of not
- 45. Another Creative Testing Whichcreative performed best? Do different creatives perform differently against different demos? Question(s) Results Teenage rebellion creative outperformed others in the 18-24 demographic Younger demographics had 2x the interaction with the creative Approach: Brand Lift Creative Screening Sample campaign structure Ad 1 18-24* Ad 2 25+ Campaign Set-Up 14 day campaign 5 Ads x 2 Demos Same spend vs. each Ad & Demo Views 100K + Views per Spot Key Metrics Attention (VTR) Completion by Quartile Average Watch Time CTR Social Actions Audience Retention (Second by Second) Ad Recall Purchase Consideration
- 46. Summary ● Products arebecoming diversifying over time ● Media consumption is “as we want it” and what we want ● Testing provides ways advertisers can understand who to reach, how to reach them and when to reach them