15. 1.起源 |YouTube for Brands|Home
1.起源
2014年的
YouTube
2011
2013
2014
TV-style channels
Channels:
1.Standard user Channels
2.Brand Channels
3.Custom brand channel
4.Original Channels
For Original Channels funding :2nd round of
Chromecast
2nd-Upfronts-season:ad-inventory for the coming year
Share one third prices of online-video-ad in US($1.3/$4 billion)
New option:pay for a YT-subscription and avoid ads
20. 標準
用戶
品牌
用戶
付費
品牌用戶
正版
用戶
Standard user channels Brand channels Custom brand channels Original channels
User Everyone artist
Brand-marketers Brand-marketers
Influential-artist
Influential-brand
User
payment
free free AD:$200,000 /yr
*$100,000 on YT
*Google sites
-Display
-Search ads
Secret
Payer Brand-marketers Youtube
YTAD |YouTube for Brands|3-1.YouTube頻道的類型
21. Standard user channels Brand channels Custom brand channels Original channels
User Everyone Artist
Brand-marketers Brand-marketers
Influential-artist
Influential-brand
User
payment
free free AD:$200,000 /yr
*$100,000 on YT
*Google sites
-display
-search ads
Secret
Payer Brand-marketers Youtube
Features -上傳
-播放清單
-稍後觀看
-分享
-訂閱
存放與客戶相關
的內容:
教程，廣告，幕
後視頻以及其他
unique channel
layout
(獨特頻道佈局)
Add-on features
(附加功能)
Gadgets
(小工具)
Secret
Example Your channels 一些不願意付費
的小企業
聯邦銀行
花旗銀行
說唱歌手Jay-Z
喜劇演員Arny
Poehler
小眾娛樂品牌
Vice、Nerdist
22. Standard user channels Brand channels Custom brand channels Original channels
影片管理 V
視頻管理測量 M
品牌推廣 B
品牌小工具* G
用戶生成的內容* U
即時串流* L
客戶服務 C
YTAD |YouTube for Brands|3-1.YouTube頻道的類型
YTAD |YouTube for Brands|3-1.YouTube頻道的類型
23. YTAD |YouTube for Brands|3-1.在YouTube上刊登廣告
頁面橫幅廣告、透明重疊廣告
non-video
AD
video
AD
skippable
Non-
skippable
24. YTAD |YouTube for Brands|3-2.在YouTube上刊登廣告
from user from brand
non-video
AD
video
AD
non-video
AD
頁面橫幅廣告
透明重疊廣告
25. YTAD |YouTube for Brands|3-2.在YouTube上刊登廣告
video
AD
TrueView
Viewing-time
20
30
40
26. YTAD |YouTube for Brands|3-2.在YouTube上刊登廣告
video
AD
TrueView
(與關鍵字有關)
clicked
Viewing-time
CPM
每千次曝光成本
CPV
每千次觀看成本
CPC
每千次點擊成本
27. 標準
用戶
品牌
用戶
付費
品牌用戶
正版
用戶
Standard user channels Brand channels Custom brand channels Original channels
3~5美元 15~25美元
價格與廣播電視廣告競爭
YTAD |YouTube for Brands|3-2.在YouTube上刊登廣告
10到500美元
TrueView
(與關鍵字有關) Viewing-time
2013
用戶生成的內容過多
CPM(每千次曝光成本)降低
YouTube決定將最受歡迎的正版用戶頻道贊助的最低費用
降低到100萬美元
一些廣告商獲得了排他性
顯示相同廣告集的觀看者感到惱火
31. UGC BCC
from user from brand
User-generated content Brand-created content
YTAD |YouTube for Brands|4-1內容類型
32. UGC BCC
from user from brand
Form:
product reviews(產品評論)/recordings(使用紀錄)
spoofs of ads(滑稽葉配廣告)
Form:
clips featuring celebrity spokespeople(代言人特寫片段 )
tutorials(教學示範影片)
commercials created for TV(電視商業廣告).
contests(比賽)
Type:
Haul、unboxing、Beauty "vlogs”
Content:
item's price, design features, and usage
YTAD |4-1內容類型
33. UGC from user brand
Form:
product reviews(產品評論)/recordings(使用紀錄)
spoofs of ads(滑稽葉配廣告)
Type:
Haul、unboxing、Beauty "vlogs”
Content:
item's price, design features, and usage
regulations:
Federal Trade Commission
(聯邦貿易委員會 )
invite
YTAD |4-1內容類型
34. UGC from user
Form:
product reviews(產品評論)/recordings(使用紀錄)
spoofs of ads(滑稽葉配廣告)
Type:
Haul、unboxing、Beauty "vlogs”
Content:
item's price, design features, and usage
YTAD |4-1內容類型
35. UGC from user
Form:
product reviews(產品評論)/recordings(使用紀錄)
spoofs of ads(滑稽葉配廣告)
Type:
Haul、unboxing、Beauty "vlogs”
Content:
item's price, design features, and usage
YTAD |4-1內容類型
36. UGC from user
Form:
product reviews(產品評論)/recordings(使用紀錄)
spoofs of ads(滑稽葉配廣告)
Type:
Haul、unboxing、Beauty "vlogs”
Content:
item's price, design features, and usage
YTAD |4-1內容類型
69. TVAD |YouTube for Brands|Home
2.TVAD
3.YTAD
4.品牌
5.使用率
電視廣告
的運作方式
2.How Television Advertising Worked
|電視廣告的運作方式
70. TVAD |YouTube for Brands|Home 2-1.How TV Ad Space Was Bought in the U.S.
|美國如何購買電視廣告空間
2-2.How TV Audience Size Was Measured
|如何測量電視觀眾人數
-CBS，NBC，FOX，ABC，CW
-spots:15、30、60
-每年的5月
-CPM(每千次展示成本)
-白天的9美元到黃金時段的34美元
-對家庭抽樣
-尖峰離峰抽樣
-總收視率（GRP）
-電視收視率（TRP）
71. TVAD |YouTube for Brands|Home 2-3.How TV Ads Were Targeted
|如何定位電視廣告
2-4.How TV Ad Effectiveness Was Evaluated
| 如何評估電視廣告的效果
與YouTube不同，YouTube的用戶登錄過程
允許廣告商更精確地定位觀眾，而電視只
能通過第三方調查訪問觀眾資料。
-第三方問卷
-焦點小組和觀眾反應的實驗室
-營銷人員將在不同的地理區域投放不同版
本的廣告，然後比較其對銷售的影響
-即時響應: 號召性用語
72. YTAD |YouTube for Brands|3-2.在YouTube上刊登廣告
non-video
AD
video
AD
TrueView
(與關鍵字有關)
clicked
Viewing-time
CPM
每千次曝光成本
CPV
每千次觀看成本
CPC
每千次點擊成本
76. 1 Sandvine, Global Internet Phenomena Report, 2H 2013, https://www.sandvine.com/trends/global-internet-phenomena/, accessed October 31, 2013.
2 "YouTube Statistics," http://www.youtube.com/yt/press/statistics.html, accessed November 16, 2013.
3 Amir Efrati, "YouTube to double down on its channel experiment." Wall Street Journal, July 30, 2012,
http://online.wsj.com/news/articles/SB10000872396390444840104577549632241258356, accessed October 31, 2013.
4 Google Chromecast, product purchase page, http://www.google.com/intl/en/chrome/ devices/chromecast/ #netflix, . accessed October 15, 2013.
5 Quentyn Kennemer, "For once Amazon's best seller isn't a Kindle device; it's a Chromecast,” Phandroid, October 10, 2013,
http://phandroid.com/2013/10/10/chromecast-amazon-best-seller/, accessed October 15, 2013.
6 Michael Learmonth, “YouTube Drops Price for Upfront Packages to Lure TV Dollars," Advertising Age, April 26, 2013,
http://adage.com/article/digital/youtube-drops-price-upfront-packages-lure-tv-dollars/241137), accessed November 15,
2013.
7 "Online video advertising moves front and center," eMarketer, May 14, 2013, http://www.emarketer.com/Article/Online
Video-Advertising-Moves-Front-Center/1009886, accessed October 11, 2013.
8 Suzanne Vranica, "Google Relents on YouTube Ad Measurement," Wall Street Journal, November 11, 2013,
9.http://online.wsj.com/news/articles/SB10001424052702303914304579192211449903486 , accessed November 15, 2013. 9 Ibid.
10 Gregory Wallace, “YouTube considering paid subscriptions," CNN Money, October 28, 2014,
http://money.cnn.com/2014/10/28/technology/youtube-paid-subscription/, accessed November 19, 2014.
11 George Belch and Michael Belch, Advertising and Promotion: An Integrated Marketing Communications Perspective, 7th ed. (New York: McGraw-Hill Irwin,
2007).
12 “Building Brands Online,” Ad Age Insights, October 11, 2010.
13 Brian Wieser, "TV: Simple Medium, Complicated Analysis," Pivotal Research Group, June 6, 2014, http://www.tvb.org /media/file/Madison-Wall_6-6-14.pdf,
accessed November 20, 2014.
14 Claire Atkinson, "How Commercial Ratings Changed the $70B TV Market," Advertising Age, white paper,
http://adage.com/images/random/0908/Commercial-Ratings%20White%20Paper.pdf, accessed November 19, 2014.
15 Thales S. Teixeira, “The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It," HBS Working Paper, No. 14-055,
January 2014.
77. 16 Belch and Belch, Advertisir.g and Promotion.
17 Deborah MacInnis and Linda Price, “The Role of Imagery in Information Processing: Review and Extensions," Journal of Consumer Rescarch 13, no. 4
(March 1987).
18 James Peltier, Barbara Mueller, and Richard Rosen, “Direct Response versus Image Advertising," Journal of Direct Marketing 6, no. 1 (Winter 1992).
19 Peter Danaher and Benjamin Green, “A Comparison of Media Factors That Influence the Effectiveness of Direct Response Television Advertising,”
Journal of Direct Marketing 1, no. 2 (Spring 1997).
20 “2013: Top 500 Brands on YouTube," OpenSlate, April 2013, https://www.openslatestudios.com/news/, accessed October 30, 2014.
21 "Branded YouTube Channels: Super Cool, Super Expensive," Financial Brand, November 16, 2011,
http://thefinancialbrand.com/20433/branded-youtube-channels/, accessed October 3, 2014.
22 Ryan Nakashima, “YouTube launching 100 new channels," USA Today, October 29, 2011,
http://usatoday30.usatoday.com/tech/news/story/2011-10-29/youtube-original-programming/50997002/1, accessed November 19, 2014.
23 Amir Efrati, "YouTube to double down on its channel experiment," Wall Street Journal, July 30, 2012,
http://online.wsj.com/news/articles/SB10000872396390444840104577549632241258356, accessed October 31, 2014. 24 Ibid.
25 "Non-skippable in-stream ads," YouTube Help, https://support.google.com/youtube/answer/188038?hl=en, accessed October 31, 2014.
26 “YouTube Advertising Formats," YouTube Help: Monetize Your Content: Understanding Monetization,
https://support.google.com/youtube/answer/94525?hl=en, accessed October 9, 2014. 27 "YouTube Advertising Formats," YouTube Help: Monetize Your
Content: Advertising, https://support.google.com/youtube/answer/2467968?hl=en&ref_topic=12633, accessed October 9, 2014. 28 Shawna Lent, "YouTube
Previews 'Brandcast" Upfront in Chicago," Advertising Age, March 5, 2013, http://adage.com/article/ digital/
youtube-previews-brandcast-upfront-chicago/240154, accessed November 15, 2014.
29 Nicole Laporte, "A million YouTube views won't pay your rent but Tubestart could help," Fast Company, September 24, 2013,
http://www.fastcompany.com/3018123/a-million-youtube-views-wont-pay-your-rent-but-tubestart-could, accessed October 10, 2014.
30 Michael Learmonth, "Toyota, GM, Unilever Channel Big Bucks to YouTube," Advertising Age, February 27, 2012, http://adage.com/article/
digital/toyota-gm-unilever-channel-big-bucks-youtube/232958/, accessed November 15, 2014.
78. 31 Peter Kafka, “YouTube's Show-Me-the-Money Problem," All Things D, March 4, 2013,
http://allthingsd.com/20130304/youtubes-show-me-the-money-problem/, March 4, 2013, accessed October 15, 2014.
32 Tim Carmody, “It's not TV, it's the Web: YouTube partners complain about Google ads, revenue sharing,” The Verge, March 4, 2013,
http://www.theverge.com/2013/3/4/4062810/ youtube-partners-complain-revenue-sharing-google-ads, accessed October 15, 2014.
33 Anita Hamilton, "It's Getting Harder To Make Money on YouTube," Business Week, April 22, 2013,
http://www.businessweek.com/articles/2013-04-22/its-getting-harder-to-make-money-on-youtube, accessed November 15, 2014.
34 Ibid.
35 Ibid.
36 Ibid.
37 Michael Learmonth, "YouTube Drops Price for Upfront Packages to Lure TV Dollars," Advertising Age, April 26, 2013, http://adage.com/article/ digital/
youtube-drops-price-upfront-packages-lure-tv-dollars/241137, accessed November 15, 2014.
38 "comScore Releases September 2013 U.S. Online Video Rankings," comScore blog, October 17, 2013, http://www.comscore.com/Insights/Press
Releases/2013/10/comScore_Releases_September_2013_US_Online_Video_Ranki ngs, accessed October 31, 2013. Note that these figures refer to the top
U.S. online video content properties, ranked by unique video viewers, for home and work locations.
39 Reema Khrais, "Showing off shopping sprees, fashion 'haulers' cash in online," National Public Radio, March 14, 2013,
http://www.npr.org/2013/03/14/174305909/ showing-off-shopping-sprees-fashion-haulers-cash-in-online, accessed October 15, 2013.
40 Zach James, “Fans crush brands when it comes to YouTube," Ad Week, June 13, 2013,
http://www.adweek.com/videowatch/fans-crush-brands-when-it-comes-youtube-150262, accessed September 25, 2013.
41 Duff McDonald, “Red Bull's Billionaire Maniac," Business Week, May 19, 2011,
http://www.businessweek.com/magazine/content/11_22/b4230064852768.htm, accessed October 21, 2013.
42 “The World's Billionaires: #128 Dietrich Mateschitz,” Forbes, http://www.forbes.com/profile/ dietrich-mateschitz/accessed October 24, 2013.
43 As a private company, Red Bull does not disclose internal company numbers; however, a discussion in an online forum at
http://singletrackworld.com/forum/topic/red-bull-what-is-their-marketing-budget referenced a BBC program
13 This document is authorized for educator review use only by Pui-lai To, National Chiayi University until October 2018.
(http://www.bbc.co.uk/programmes/b011fjbp) from 2011 that estimated that Red Bull spent 25% of its sales on marketing. For purposes of benchmarking, note
that page 28 of the 2013 CMO Survey, conducted by Professor Christine Moorman at Duke University, reports industry averages for marketing expenditures at
3.5% to 11.0% of company revenues, with companies in the $1 billion-$9.9 billion of sales range (Red Bull's revenues are in this range) averaging 5.5% of
revenues as their marketing expenditure. See http://cmosurvey.org/files/2013/02/The_CMO_Survey_Highlights_and_Insights_Feb-2013-Final2.pdf, accessed
November 1, 2013.
79. 44 Michael Humphrey, "Updated: Red Bull Stratos on YouTube Live Topped 8 Million Concurrent Views," Forbes, October 14, 2012,
http://www.forbes.com/sites/michaelhumphrey/2012/10/14/red-bull-stratos-live-topped-8-million-concurrent-views on-youtube/, accessed October 17, 2013.
45 Teressa Iezzi, “Most Innovative Companies 2012: Red Bull Media House," Fast Company, February 7, 2012,
http://www.fastcompany.com/3017413/most-innovative-companies-2012/29red-bull-media-house, accessed October 17, 2013.
46 "YouTube Top 100 Most Subscribed Channels List - Top by Subscribers," VidStatsX, http://vidstatsx.com/youtube-top 100-most-subscribed-channels,
accessed October 16, 2013.
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YouTube."
51 Lucas Shaw, “Zefr adds top brands CoverGirl, Pantene for new program to spur YouTube growth,” The Wrap, June 14, 2013,
http://www.thewrap.com/media/article/zefr-expands-youtube-tracking-technology-brands-97371, accessed October 21, 2013. 52 L'Oréal, “Financial News
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2013.
53 Jack Neff, “L'Oreal puts U.S. digital media up for review," Advertising Age, August 20, 2013,
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54 "YouTube User: Destination Beauty," http://www.youtube.com/user/destinationbeauty, accessed October 28, 2013.
55 "YouTube Makeup Curu Michelle Phan on Becoming a Beauty Superstar: 'My Only Goal was to Help My Family,"" Glamour, October 2013,
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56 Mike Shields, "L'Oreal goes content farming," Digiday, May 13, 2011, http://digiday.com/video/l'oreal-goes-content farming/, accessed October 28, 2014. 57
http://www.youtube.com/user/MichellePhan/videos?flow=grid&view=0&sort=p, accessed November 15, 2014. 58 Tom Metcalf and Robert LaFranco, “Lego
builds new billionaires as toymaker topples Mattel," Bloomberg, March 13, 2013,
http://www.bloomberg.com/news/2013-03-13/lego-builds-new-billionaires-as-toymaker-topples-mattel.html, accessed November 4, 2013.
59 Ivar Ekman, "Lego braces for big changes," New York Times, July 2, 2005,
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