grow your brand with youtube
TRANSCRIPT
Google Confidential and Proprietary
INTERNAL ONLY | August 2013
YouTube
Radu Stoica Analytical Lead Google Romania
Google Confidential and Proprietary
of time spent online is users searching Google
5%
Search is key, but only part of the story
Google Confidential and Proprietary
The power of sound, sight & motion
Still one of the most powerful forms of advertising
Google Confidential and Proprietary
{Quiz Question}
How many unique users has YouTube in RO? A. 4M B. 5M C. 6M
Google Confidential and Proprietary
{Quiz Question}
How many unique users has YouTube in RO? A. 4M B. 5M C. +6.7M without mobile traffic Correct Age + 14, desktop only
Google Confidential and Proprietary
The YouTube Ecosystem
Viewers
Partners Advertisers
YouTube
Google Confidential and Proprietary
Google Confidential and Proprietary
INTERNAL ONLY | August 2013
Mikey Hash - +800.000 subscribers !
Google Confidential and Proprietary
{Quiz Question}
How many subscribers has the biggest music channel in Romania ? A. 250k B. 500k C. 1M D. 1.5M
Google Confidential and Proprietary
{Quiz Question}
How many subscribers has the biggest music channel in Romania ? A. 250k B. 500k C. 1M D. + 1.7M - Correct
Customers choose relevant ads
Ads break through when users are given a choice
Advertisers pay for engaged views
Good creative is rewarded
CHOICE
Strategy: when consumers choose, advertisers win
Google Confidential and Proprietary
Best Targeting Topics/placement/keywords/demo/interest categories/
The value proposition of TrueView
Efficient Never pay for wasted impressions again! Only pay when a user chooses to watch your video
Cross-Platform Appear across all devices including mobile and tablets and both YouTube and the Google Display Network
Social Users can easily interact with, like, and share your video! You receive more “earned” views than you pay for.
Close the loop Users that want to know more about your brand and products can be redirected to your website.
Three ways to promote video via invitation
Options: Choice-Based Ads
TrueView In-Stream (in-stream video) TrueView In-Display (thumbnail video)
Masthead (expandable banner)
TrueView In-Stream Appearing on Watch pages & embedded videos
Variations/Creative Assets • YouTube Video – no max length • Optional Companion Banner (300x60)
Targeting • Interests, Topics, Demographics,
Remarketing, etc.
Pricing • Auction, CPV (Cost-per-View) • Advertiser pays after 30 seconds or end
of video, whichever comes first.
TrueView In-Display Now running across YouTube content and Search Network
Overview Clickable thumbnail ads placed to the right of videos on YouTube Search, the YouTube Video Network and GDN Creative Assets • YouTube Video – no max length Targeting • Keywords, Interests, Demographics,
Topics, Remarketing Pricing • Auction, CPC (Cost-per-Click) • Advertiser pays when viewer clicks on
thumbnail
TrueView Across the Funnel
Driving more awareness, interest, consideration, and purchase
Engaged Video Views
Social & Searches
Interaction & Site Visitation
Conversions
Awareness
Interest
Consideration
Conversion
Higher value
Higher volume
TrueView In-stream can be
used across entire funnel
Affinity Segments
Custom Affinity
Similar Audiences
Re-marketing
Demo
Topic
Targeting Approach
Buy against content that aligns with your brand
Topic Targeting Have your ads only appear against the most relevant subjects that you choose. 1. 1 Million+ channels 2. Layer Audience targeting on top of
topic targeting to get even more specific
3. Focus buy on the content where your audience over indexes
Awareness Awareness
Awareness
Reach Similar Audiences
1) Select a remarketing list as an example of your target audience
3) Your original Remarketing list is automatically excluded from your Similar Audiences list
2) Enable Similar Audiences Look-a-like technology lets you to take signals from your GDN remarketing list
Awareness
Consideration
Example: Cross Country Home Services has 18K site visitors, but 77K Similar Users
Retargeting – Cover The Basics
Awareness
Conversions
Client Headline clientURL.com
General guidelines:
- Remarketing should be an always-on, DR-focused aspect of a TrueView strategy
- Benchmark site visitor list size before and after running a TrueView campaign, and assign value to those users
Target both kinds of lists
20 Google confidential
Additional clicks to website
10K EUR YouTube campaign
25% average view thru rate - estimation
FREE!
500-800k. engaged
views + FREE engaged earned views through social or follow-on !
2-3 mil impressions
Key Metrics to Track
Consideration
*Can use data from AdWords for Video to track website traffic uplift through our betas.
Conversions & View-through-conversions
Website traffic uplift*
Website Clicks
Cost-per-views
Views & Follow-on views
Subscriptions
Likes and dislikes
Favorites
Comments
Sharing
Enga
gem
ent
Impressions & Earned Activity
Video Metrics in AdWords for Video: Social Metrics in YouTube Analytics:
YouTube Analytics
Consideration
Report Types Discover Metrics That Matter
Total Shares By Video
Views/Subscribers Trend Traffic Segmentation by Source
Discover Audience Segments
Measure the metrics that matter
Improve effectiveness mid-flight
By understanding what works in near real-time
Results you can trust
Reflecting our best-in-class methodology
Introducing Brand Lift
Brand Lift lets you measure the metrics that matter with results you can trust to improve effectiveness mid-flight
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Brand awareness, ad recall, brand interest, consideration,
favorability, and purchase intent
What is Brand Lift?
What we report
How we measure it
Which types of questions will we help answer
Ad recall Brand Awareness Consideration Favorability Purchase Intent
Surveys
Which demo is driving the highest lift in brand awareness?
Brand interest
Organic Search Activity (on Google and on YouTube)
Is my campaign inspiring consumers to search for my brand or products?
Google Confidential and Proprietary
Measure the increase in ad recall, brand awareness, consideration, purchase intent*, and favorability* directly attributable to your TrueView campaign
53.3% lift in ad recall
* To start with, only available in the US for surveys in English, with global launch 6 July.
8.2% lift in organic search activity
Measure the increase in brand interest directly attributable to your TrueView or Display campaign
How does Brand Lift work?
Robust methodology, easy implementation and near real-time results
the control group are people who were randomly
selected to see other ads
the exposed group are people who will see your ads
Google technology creates 2 randomized groups
Robust research design
Serve a survey and/or analyze organic searches on Google.com and on YouTube.com to these 2 groups
Tagless implementation
We gather the responses and compute the results
as early as 2+ weeks*
Fast and free results
Online video is not the same as display or search; have realistic metrics 1
Testing and iterating is important; measurement is key to this 2
Don’t rely on just clicks / click conversions, view-through conversions and other metrics are crucial 3
Measurement Takeaways
Take advantage of Brand Lift studies to see the full picture 4
1
2
3
Make relevant or interesting ads that people want to watch (like content)
Spark curiosity in the first 5 seconds to increase view rate (for in-stream)
Shorter is better. Completion rates double for :15s vs :30s. Longer can work if creative is engaging, like movie trailers.
YT Best Practices
Vodoo Video Website: http://voodoovideo.ro/ Contact: Valentin Vacarus [email protected] Tel. 0744.374.155 Kubis Interactive Website: www.kubisinteractive.com Contact: Alina Ivan [email protected] Tel: 0756.169.055 Monday Media www.mondaymedia.ro Contact: Adrian Anton [email protected] Tel. 0730.191.839 Constantinescu Film Website: www.alexandruconstantinescu.com Contact: Alexandru Constantinescu [email protected] Tel. 0736.521.927
Thank You!