beyond the 30 second spot - dublin creative agency day
DESCRIPTION
Beyond The 30 Second Spot presentation for Dublin Creative Agency Day. Strategies for using Youtube in conjunction with TV.TRANSCRIPT
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going beyond the
30-second spot
the video revolution in context
Reuben HalperTangozebra
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what do you do?who are you?
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4,000,000,000that’s 4 billion...more than of the combined population of China, India, Russia, the United States & the European Union.
views per day
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this is the past...
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7
...and this is the present.so what does this all mean?...and this is the present.
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7
Computer
Television
Game
System
Phone
Tablet
...and this is the present.so what does this all mean?so what does this all mean?
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so why did I come to google | youtube?in a few years there will be no such thing as ‘online video’...
...there will just be video
soon
<
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online video is exploding into the primetime space
5am – 8:59am 9am – 11:59am 12pm – 2:59pm 3pm – 5:59pm 6pm – 8:59pm 9pm – 12:59pm 1am – 4:59am 5am – 8:59am 9am – 11:59am 12pm – 2:59pm 3pm – 5:59pm 6pm – 8:59pm 9pm – 12:59pm 1am – 4:59am
20092011
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so why did I come to google | youtube?the challenge?
turning passive viewers into engaged users
...and ultimately into doing SOMETHING.
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so why did I come to google | youtube?
why do people come to YouTube? education
entertainment
expression
let’s back up a bit...
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so why did I come to google | youtube?so let’s look at a couple of strategies for
exploiting YouTube in conjunction with television
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13 million views by kick-off on Superbowl Sunday
Video posted to Youtube5 days before Superbowl
After 24 hours:1 million views
First few hours:40,000 views
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so why did I come to google | youtube?
VW - The Force
Different creative per platform: Youtube (60 sec) vs. TV (30 sec)
20% of the views from mobile
Groundbreaking format: took the normal Superbowl format
and turned it on it’s head.
Generated $500k+ of free media through Youtube views
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so why did I come to google | youtube?
pre-launch your campaign in the digital space
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so why did I come to google | youtube?
extend & amplify your existing TV campaign
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1,500+ ‘Let YiaYia say it’ videos generated by users
More than 30% of the views came after TV flight ended
Shows how providing users personalization tools can give
the campaign life beyond TV
Yiatube
More than 2.5 million views
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24,000 video comments
12+ million views in a month
Shows the impact of thinking digitally from the beginning
Poneis Malditos
800,000+ shares via Youtube, Facebook, Twitter, Blogs, etc.
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so why did I come to google | youtube?leverage user generated content or social activity as the content for your TV campaign
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30% increase in Twitter activity
36% increase in video submissions (5,800 entrants)
Shows the incredible quality& potential of UGC.
Doritos
22 million views of finalist videos
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Brilliant way of tieing together Twitter,
Facebook & Youtube
6+ million views in 6 months
Successful executions don’t need to be complex
Crunch Is Calling
Next generation of real-time response campaigns
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shoot me
willing to watch
willing to share
‘viral’
*courtesy of sharethrough
the ad spectrum of pain*
tv
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shoot me
willing to watch
willing to share
‘viral’
*courtesy of sharethrough
the ad spectrum of pain*
tv
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shoot me
willing to watch
willing to share
‘viral’
*courtesy of sharethrough
the ad spectrum of pain*
digitaltv
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Thank you