video and search in the age of data - hktdc · age + gender location data signals build the...

Video and Search in the Age of Data

Eva Ng Industry Leader, Google HK

Hello!

Eva Ng Industry Leader

Tech, Telco, Luxury, CPG and Government

#1 #2#3Hi-

Definition Audience

(Video)Creative

Enablement

#4PrecisionAlways On

#5Machine

Learning +Automation

Programmatic/Media Efficiency

5 Global Mega Trends Shaping MarketingDriven by digital, mar-tech, ad-tech

Data Data Data Data Data Data Data Data Data Data Data Data

Acing marketing is always about high competency with the medium of the era

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

MEDIA COMPETENCY

(AD)TECHCOMPETENCY

DATA COMPETENCY

DATA DRIVEN MARKETING

Partnership to Building for an A.I. First Future

Proprietary + Confidential

The latest trend to ace YouTube and Search, and marketing for that matter is integration of Audience Data into everything you can, which includes YT and Search.

#1 #2 #3Hi-Definition

Audience

(Video) Creative

Enablement


#5Machine


Programmatic/Media

Efficiency




Audience Video Creative

Enablement


#5Machine


Programmatic/Media

Efficiency



Confidential + Proprietary

FormatMedia

Planning

Creative

Measurement

Source: Google internal data, 2019

Better audience can take everything you do to the next level

CONTROL:Generic ad

Demo targeting Copy adjusted to affinity target

Copy + image adjusted to

affinity target

Generic ad Affinity targeting Increasing Impact


“Hi- Def - what’s the big deal?”

“ 4X the number of pixels as Full HD / 1080p!! “

Similar to 4K, the higher the definition of your audience, the greater the impact and the wider the opportunity


Audience

(Video) Creative

Enablement


#5Machine


Programmatic/Media

Efficiency



Videos Watched

Monetary Value of Purchase

Browsing History

Watch Time

App UsageDevice Used

Frequency of Purchase

App Category

Sessions

Search Queries

Time of Day

Recency of Purchase

Age + Gender

Location

Data signals build the definition of your audience

Let intelligent machines do the heavy lifting!

Signals Assess & Score Segmentation

Continuously, in real time


To be an A+ data driven marketer…

Remember the 3 As


Aggregate Analyze Activate


1st party data: CRM, site, app, ads data* , eCom

3rd party data: Data aggregators, or partner data

Google data

Aggregate Analyze Activate




Google data

Aggregate

Create ML Model

Analyze Activate




Google data

Aggregate

Create ML Model

Analyze

Google Marketing Platform

Google Ads

Activate

In-market for camera

Data informs the value of (each) audience


Audience

(Video) Creative

Enablement


#5Machine


Programmatic/Media

Efficiency



CONTROL:Generic ad

Demo targeting Copy adjusted to affinity target

Copy + image adjusted to

affinity target

Generic ad Affinity targeting

Increasing Impact

Better data = Smarter ads = Better results

It starts with being able to use data to understand what the segments care about


Search creative - Same keyword = better ads = Better results Different ads for different searchers with different signals

HBOTuning a video ad for AudienceThe male vs female audience differences

Westworld Season 1:Huge ratings, but saw an opportunity for larger mass appeal

“Maeve’s Loop”

The top performing ad for women.

Focuses on a single dramatic arc.

“Critic’s Spot”

The top performing ad for male drama fans.

Focuses on critics reviews.

http://drive.google.com/file/d/1CfbBR5vq4RZwyBWVuOLHlXzvaaz6qcRx/view

http://drive.google.com/file/d/15nm-WeYP9zwFnZQm1YGs7WTJKkvQNw81/view

“Maeve’s Loop”

The top performing ad for women.

Focuses on a single dramatic arc.

“Critic’s Spot”

The top performing ad for male drama fans.

Focuses on critics reviews.

2.4x liftin consideration among women*

*versus control creative

2.4x liftin consideration among female drama fans*

+ + 1.3x liftin consideration among male drama fans*

Highest CTRfrom the call-to-action at the end of the video to HBO’s Westworld website**.

**versus all ads tested

+

http://drive.google.com/file/d/1CfbBR5vq4RZwyBWVuOLHlXzvaaz6qcRx/view

http://drive.google.com/file/d/15nm-WeYP9zwFnZQm1YGs7WTJKkvQNw81/view


20184%

202085%

Machine learning projected adoption and influence

2019

video and search in the age of data - hktdc · age + gender location data signals build the...

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