This document summarizes YouTube advertising opportunities in Vietnam, including key metrics on YouTube's reach and engagement. It outlines various ad formats such as masthead, in-stream video ads, and display ads. Masthead ads run for 24 hours on the YouTube homepage. In-stream video ads include skippable pre-roll ads (TrueView) and non-skippable formats. Brand channels allow advertisers to showcase custom content and engage audiences. YouTube sees strong growth in Vietnam and provides impactful ways for advertisers to reach consumers.

1. YouTube Vietnam
Q4 2014
Google Confidential and Proprietary

2. Why does a local launch matter?

3. #1 Video platform in the world by views
#2 Search Engine behind Google
If YouTube were a country,
it would be the 3rd largest in the world.
Source: comScore Video Metrix, November 2012
Google Confidential and Proprietary

4. Google Confidential and Proprietary *
What’s new for consumers and advertisers?
Engagement (Like, Watch more brand TVCs,
visit brand website, Comment, Share, Subscribe)
Incremental reach, esp. within light TV users
and large untapped potential in a high growth
online ad market
Impactful & interactive format with 100% SOV
of users visiting YouTube homepage daily
Reaching consumers wherever, whenever
(Mobile platform)
Provide a strong brand building platform
and user engagement channel with advanced
technology to businesses
Advertisers
New Ad Formats &
Huge Display Inventory
Premium
Brand Channel
Content Creator Partnership
Consumers
YouTube.vn domain
Việt Nam Content

5. Google Confidential and Proprietary
YouTube Vietnam
Key Metrics | User Profile

6. Google Confidential and Proprietary *
#1VIDEO
site in Vietnam
11.6 MILLION
unique desktop users every
month
#3 WATCH
HOURS In APAC
#2 LARGEST
search engine in the world
and Vietnam

7. Google Confidential and Proprietary *
YouTube.VN Key Metrics
Reach
54.6% of online population
Total Unique Visitors Per Month
9,917,000 visitors
Total Page Views Per Month
903 (MM)
Avg. Daily Visitors
1,883,000 visitors
Avg. Visits Per Visitors Per Month
10.1 times
Avg. Duration Per Visit
18.1 minutes
USER NUMBERS
* All figures are desktop only by Aug’14
WATCH HOURS
• #1 growth in APAC
• #3 highest in watch hours in APAC (>8M hours/day),
behind Thailand and Japan
ENGAGEMENT
• #1 in min / user view in SEA (4.11 min/view)
• #2 in YouTube views in SEA
Source: ComScore VN, Aug 2014

8. Google Confidential and Proprietary *
YouTube User Profile in Vietnam
Demographics
55%
Male
45%
Female
74%
are aged between
16 and 34 years
old
52%
have kids
23%
have a high
education
€
34%
have a high
income
Devices
1.9
Internet enabled
devices
80%
Use a PC
68%
Use a
smartphone
98%
Use a
regular TV
10%
Use a tablet
1%
Use a
handheld
game device
Usage
94%
Listen to music
online
31%
Purchase
online
91%
Use social
network
66%
Do online
gaming
TNS/Google (2014): Connected
Consumer Study – Results Vietnam
Base (weighted): YouTube users (at least once a month)
Other activities and products: usage at least once a month

9. Google Confidential and Proprietary
Product Overview
Advertising on YouTube

10. YouTube
Homepage
Google Confidential and Proprietary *

11. Reach your audience on the world’s #1 entertainment destination
Incredible Reach
2.3M viewers in a single day
(Comscore numbers)
High-Impact
A prominently placed, highly engaging format on
the front door of YouTube.
Exclusivity
100% share of voice for your brand only, for a
full 24 hours.
Google Confidential and Proprietary *

12. Google Confidential and Proprietary *
Layout Masthead
Layouts designed after past mastheads
with strong performance enable quick
turnarounds and optimized executions.
Video Masthead
780x195 video ad unit, includes 15
second autoplay video followed by click
to continue option. Upon click through,
it will direct users to the watchpage.
Overview
● 24 hour high impact
● Highly visible format that drives
views and click-throughs at
scale. Limitless options for
creativity and customization.
● Remarketing available
Creative Assets
● Opportunities for rich media,
social integration, live streams
and more
● Standard size: 970x250
● Expandable size: 970x500
Placement
● YouTube Homepage
● Mobile YT Homepage
● YouTube App
Pricing Model
● Reservation (CPD - Cost per Day)

13. Google Confidential and Proprietary *
YouTube
Video Ads

14. Google Confidential and Proprietary *
YouTube Video Ads Overview
Ad Format
Trueview In-Stream In-stream (aka Pre-roll ads) In-Stream Select
Objectives Cost efficient Reach Guaranteed-based Reach Skippable long-form guaranteed-based
reach
Pricing Model Auction (CPV - Cost per view) Reservation (CPM) Reservation (CPM)
Overview
Pre roll ads on YouTube Partner videos.
Viewers can choose to skip the ad after
5-secs.
You only pay for ads they watch
Non-skippable pre-roll ad.
Extend your TV creative online to a lean
forward audience.
Pre-roll ad on YouTube Partner videos.
After 5-sec viewers can choose to skip it.
Advertiser is charged when the ad loads,
even if it’s skipped.
View Count Yes Increases video view count after 30-sec No No
Placement
* Desktop and Mobile App
* YouTube Watch Page
* Runs on YouTube Partner only
* Desktop and Mobile App
* YouTube Watch Page
* Runs on Partner videos only
* Desktop and Mobile App
* YouTube Watch Page
* Runs on Partner videos only
Creative Assets
* Video, no max length, but less than 1-
min recommended.
Optional: companion banner (300x60)
* Video
* Non skip: 20 sec (short) or 30 sec (long)
Optional: companion banner (300x60)
* Video
* Skippable: max length is 60-sec
Optional: companion banner (300x60)
Feature Pay only for views, not impressions Good for brand awareness and reach
Long-form skippable ads give advertisers
insights into how viewers react to their
creative.

15. Google Confidential and Proprietary *
TrueView In-Stream
Overview
• Pre Roll ads on YouTube partner videos. Viewers can
choose to skip the ad after
5 sec. You only pay for ads they watch.
• Highly visible ad format
• Increases video view count after 30 sec
• Remarketing available
Creative assets
• Video, no max length, but less than
1min recommended
• Optional companion banner (300x60)
Placement
• Desktop and mobile app
• YouTube Watch Page
• Runs on partner videos only
Pricing Model
• Auction (CPV - Cost per View)
• You only pay for views, not impressions

16. Google Confidential and Proprietary *
In-Stream (aka Pre-Roll ads)
Overview
• Extend your TV creative online to a lean forward
audience
• Highly visible ad format
Creative Assets
• Video
• Non skip: 20 sec (short) or 30 sec (long)
• Optional companion banner (300x60)
Placement
• YouTube Watch Page
• Partner videos only
• Desktop, mobile app and web
Pricing Model
• Reservation (CPM)

17. Google Confidential and Proprietary *
In-Stream Select
Overview
● Pre-Roll ad on YouTube partner videos. After 5
sec viewers can choose to skip it.
● Advertiser is charged when the ad loads, even
if it’s skipped. You are not charged for clicks
through to your website
● Increases video view count
Creative assets
● Video, max length 60 sec
● Optional companion banner (300x60)
Placement
•YouTube Watch Page
•Partner videos only
Price
•Reservation (CPM)

18. YouTube
Display Ads
Google Confidential and Proprietary *

19. Google Confidential and Proprietary *
TrueView In-Display (Watch Page)
Overview
• Viewers see your ad next to another
video they are watching and can choose
to click on it
• Advertisers are only charged when
people choose to watch your ad
• Increases video count
Creative assets
• Video, no max length
Placement
• YouTube Watch Page
Pricing Model
• Auction (CPV - Cost per View)
• You are charged as soon as user clicks the ad and is
lead to the watch page.

20. Google Confidential and Proprietary *
TrueView In-Display (Search Page)
Overview
• People see your ad as they are searching for
relevant videos and can choose to click on it and
watch it. You only pay for ads they watch.
• Increases video view count, improves organic
placement of videos
• Remarketing available
Creative assets
• Video, no max length
Placement
• YouTube Search Page
Pricing Model
• Auction (CPV - Cost per View)
• You are charged as soon as user clicks the ad and
is lead to the watch page.

21. Google Confidential and Proprietary *
Standard Display
Overview
● Extend the reach of your existing Display
campaign to YouTube’s captive audience
● The MPU can link directly to your YouTube
Brand Channel or your website
● No video assets required
Creative Assets
•Banner Image (300x250) or
•Flash/Rich Media (300x250)
Placement
•Watch Page
•Search Page
Pricing Model
•Auction (CPC or CPM)
Display
Banner Ad

22. Google Confidential and Proprietary *
In-Video (Watch Page)
Overview
• Don’t have video assets but want to
engage video viewers on YouTube?
In-Video is the perfect ad format for you
• Ads are shown to users as they watch videos within
the relevant categories
• Overlay can click through to an external
website, brand channel or a YouTube video
Creative Assets
• Text or Display overlay
• Optional companion banner (300x250)
Placement
• YouTube Watch Page
Pricing Model
• Auction (CPC or CPM)

23. YouTube
Brand Channel
Google Confidential and Proprietary *

24. Maximizing your YouTube presence to better engage with your Audience
A gadget lives on a YouTube channel and provides advertisers
with a space to showcase 3rd party, custom experiences
GGooooggllee CCoonnffiiddeennttiiaall aanndd PPrroopprriieettaarryy

25. GGooooggllee CCoonnffiiddeennttiiaall aanndd PPrroopprriieettaarryy
Top use cases of current gadgets
Gadgets are primarily used to support the
following objectives:
● Live Events
● Contests & User Generated Content
● Commerce
● Social Engagement
● Content Organization
● Branded Playback