vietnam, you tube and television in context
TRANSCRIPT
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Proprietary + Confidential
Proprietary + Confidential
YouTube VIETNAM IS A RED COUNTRY
Joe Ruelle Business Development Manager
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Proprietary + Confidential
8 REASONSWHY YOU SHOULD CONSIDER ADDING YOUTUBE TO YOUR TVC CAMPAIGN
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Proprietary + Confidential
1YouTube is the key to the next 20 years!
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Proprietary + Confidential
Time spent watching TV in Vietnam going down
Source: TNS Vietnam (2006) and GlobalWebIndex Report (Q3 2014)
233 MINS255 MINS
2006 2015
92 MINS
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Proprietary + Confidential
Time spent on the internet rocketing up
22 MINS
2006 2015
7 HOURS
Source: TNS Vietnam (2006) and GlobalWebIndex Report (Q3 2014)
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Proprietary + Confidential
YouTube views quadrupled 2013-2015
Source: YouTube internal statistics
437%
TOTAL VIEWS UP 437%WATCHTIME UP 633%
40 BILLION Videos Viewed
in 2014
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Proprietary + Confidential
The moms and dads of 2025 are not watching TV
Source : ‘Media consumption behavior research, Korea Communication Commission, 2013.12
60s
50s
40s
30s
20s
TV Time (93%)
SMARTPHONE & PC TIME (82%)
Data from Korea, Vietnam same trend
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Proprietary + Confidential
In only 3 years online TV has caught up (for net users)
Source: Nielsen, Meet The New Media Consumer in Vietnam (2014)
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Proprietary + Confidential
30% of online Vietnamese have dropped TV in 3 years
OWN A REGULAR (PAY) TV
OWN A REGULAR (PAY) TV
2011
2014
13 million of Vietnam’sonline population of 44 million now hard to reach with a TVC
EDUCATED SPENDERS
Source: Nielsen, Meet The New Media Consumer in Vietnam (2014)
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Proprietary + Confidential
40% online Vietnamese 16-24 don’t watch regular TV
Lorem Ipsum
31%43% 26%
There are nearly 15 million online 16-24s in Vietnam
WATCH BOTH ONLINE AND REGULAR TV
ONLY WATCH ONLINE
ONLY WATCH REGULAR TV
CLOSE TO HALF OF
2 MILLION STUDENTS
Source: Nielsen, Meet The New Media Consumer in Vietnam (2014)
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Proprietary + Confidential
Source: Nielsen, Meet The New Media Consumer in Vietnam (2014)
Even 25% of 25-34s only watch online TV
Age Group
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Proprietary + Confidential
Same story in the US and around the world
US YOUNG PEOPLE, 13-24, 2015
8 HOURS WATCHING TV 11.3 HOURS WATCHING ONLINE VIDEO
Source: Defy Media, Viewing Habits of Young People (2015)
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Proprietary + Confidential
2YouTube has great reach in Vietnam already, today, for the whole population!
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Proprietary + Confidential
Source: YouTube Internal Statistics
30 MILLIONINDIVIDUAL VIETNAMESE PEOPLE VISIT YOUTUBE EVERY MONTH
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Proprietary + Confidential
45 MINUTESON AVERAGE PER PERSON PER DAY, THE HIGHEST IN ALL OF ASIA
Source: YouTube Internal Statistics
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Proprietary + Confidential
Source: Nielsen, Meet The New Media Consumer in Vietnam (2014)
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Proprietary + Confidential
Average TV viewing per day, nationwide 16-54
Source: Infosys – TG: Adult target P 25-40 ABCD – YTD Sep 2014
VTV3 16MINS
VinhLong12 MINS
VTV111 MINS
HTV74 MINS
OTHER CHANNELS48 MINS
92 minutes watching TV per person
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Proprietary + Confidential
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Proprietary + Confidential
Even for TV shows, ratings can be higher on YouTube
Source: TNS Vietnam, YouTube External Reporting
VTV6 Can he higher “rating” when posted to YouTube
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Proprietary + Confidential
YouTube can also do what for TV is impossible
NO TIME! 83 MILLION VIEWS
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Proprietary + Confidential
83 MILLION VIEWS
“It’s not a threat.”
- Nokia vice president Pekka Pohjakalli on the first iphone.
“Yahoo! không gặp quá nhiều khó khăn trong việc xâm nhập vào hệ thống mạng xã hội.”
- Báo 24h, 2007 (Yahoo không cần mua lại Facebook)
“TV is all the modern advertiser will ever need!”
- Skeptical Cat
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Proprietary + Confidential
3YouTube is a simple, single partner to extend your campaign.
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Proprietary + Confidential
1995 2015
Today, it takes 8 more spots to deliver the reach of one spot,
20 years ago
Avg American has 28 Channels
Digital Passes TV as the #1 Medium
Avg Viewer has 168 Channels
Top Rated:Seinfeld 20.6
Top Rated:Sunday Night Football 12.8
Nielsen and Simulmedia
2005
Top Rated:American Idol
20.6
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Proprietary + Confidential
Source: TNS Vietnam (2004), Kantar Media (2015)
Same story but even faster change in Vietnam
2004
255 watch minutes per day in VietnamJust a few channels (VTV, city channels like HTV)
92 watch minutes per day180 channels!
2004 2015
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Proprietary + Confidential
Big fish getting smaller, small fish getting bigger
Source: Havas Media, Media Landscape Vietnam (01/2015)
2012 2014
Share of channel pie
VTV3
2012 2014
VINH LONG
13
6
2012 2014
VTV1
9
56.5
3.5
2012 2014
VTV9
2
5
1.5
2012 2014
HTV2
1.5
3
2012 2014
LET’S VIET
2.5
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Proprietary + Confidential
Source: TNS Vietnam
255 MINS
VTV3Rtg % 5.8Lifebuoy
VTV3Rtg % 5.1Mobifone*
HTV7Rtg % 4.4Nguyen Kim*
Chung Sức (2004)15-40 years, HCMC
22% 2.9%
Bí Quyết Phong Cách (2015)15-40 years, HCMC
VTV3Rtg % 6.9NutiFood
HTV7Rtg % 16.2Not Nhac Vui
VTV3Rtg % 10-20Hanh Trinh Van Hoa
VTV3Rtg % 10-20Chiec Non Ky Dieu
HOTHOT
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Proprietary + Confidential
4People pay more attention to YouTube ads than you might think!
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Proprietary + Confidential
Brand recall 2X as good for online video vs TV
Source: Nielsen Online US, 2013
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Proprietary + Confidential
PUSH (TV)
Trust factors is still higher for TV among older generation.
PULL (YOUTUBE)
Requires lots of choice
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Proprietary + Confidential
CHOICE 1
CHOICE 2
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Proprietary + Confidential
Attention is good to video ads
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
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Proprietary + Confidential
Vietnamese all now check their phone when TV ads roll
Source: Nielsen, Meet The New Media Consumer in Vietnam (2014)
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Proprietary + Confidential
TVCs COMPETE FOR YOUR ATTENTION WITH:
1
2
3
Your phone!
10 other TVCs before or after
180 other channels
4
5
6
The bathroom
The kitchen
The person next to you on the sofa
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Proprietary + Confidential
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
YOUTUBE ADS DO NOT COMPETE AS MUCH WITH
1
2
3
10 other TVCs Since you are only served one at a time
180 other channels Since there’s no time to switch
4
5
6
The bathroomWho starts a YouTube clip then?
The kitchenSince nobody eats that fast, right?
People aroundSince your phone is close to your face
Your phoneSince you’re likely already using it
MORE CREATIVEAND LIGHTER
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Proprietary + Confidential
YouTubers themselves are great additions
Source: Defy Media, Viewing Habits of Young People (2015)
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Proprietary + Confidential
5YouTube has great value for money in Vietnam in 2015!
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Proprietary + Confidential
Source : Estimates only, YouTube internal estimate tool, confidential
Cost can be very competitive versus TV
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Proprietary + Confidential
Television
Paid: $15,000
Target 6 cities, 16-32, internet user
Format 1 TVC 30s (Gương Mặt Thân Quen , rating % 5.1, TNS)
TVC reach 5.1% of 72 million TV viewers, so 3.6 million viewers (estimate)
Wastage outside target demo
- 1.6 million viewers do not have internet (estimate)
- Further 1.4 million do but outside target area, age
- Leaves only 600,000
Got 600,000 views among target(estimate, not sure if full or no)
YouTube
Paid $15,000
Target 6 cities, 16-32, internet user
Format 30 second TrueView ad
Wastage outside target demo
None
Got 1,5 million 30 seconds views in the target demographic (based on estimate of 1 cent per view)
4 million free partial views also within target demographic (estimate)
Potentially 2x, 3x or even 4x value accounting for “attention factor”
NOTE: ESTIMATES FOR ILLUSTRATION ONLY
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Proprietary + Confidential
Korean and Vietnamese consumers same watch habits but Korean advertisers faster to digital
Source : Statistica 2015 (Korea) Zenith Optima Ad Forecast Vietnam (2014)
$2.9b USTRAD. TV
AD SPEND
$2.8b USONLINE AD
SPEND
2014 KOREAN MARKET
$1b USTRADITIONAL
TV SPEND
ONLINE
2014 VIETNAM MARKET
TIME ON TV
TIME ON TV
TIME ONLINE
TIME ONLINE
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Proprietary + Confidential
Increase TV spend or add YouTube to the mix?
Source : Zenith Optimedia Ad Forecast 2014
Need a tire pump?
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Proprietary + Confidential
How can we make the transition easier for you?
A smooth transition to aTV + YouTube mix is always the best!
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Proprietary + Confidential
6YouTube has great, brand friendly targeting
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Proprietary + Confidential
Only if that’s what you want! (You never know)
SUITABLECONTENTFOR YOU
NOT SUITABLEFOR YOU
SUITABLECONTENTFOR YOU
NO
BRAND A BRAND B
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Google Confidential and Proprietary
83
5.5M
Beauty & Style The consumption of beauty products & style information has completely changed with the emergence of one of the most successful platform of action: the tutorials. YouTube provides the female audience access to makeup secrets, brands, price and reviews of products, step by step hairstyles and looks. The Female Beauty Prime Pack is made for and by YouTube’s influencers and tastemakers.
Michelle Phan Ngọc Thảo Quỳnh Anh Shin ChangMakeup7.5M+Subscribers
60K+Subscribers
107K+Subscribers
82K+Subscribers
Popularity
Engagement
Average Monthly Impressions*
USD for 80% SOV per month
Channels130
~70K
13.5M
61% 39%
Engagement,popularity stats are based on VN as at Sep 2015. Subscriber channel stats are global as at Sep 2015)
FEATURED CHANNELS
*60 secs ad (in-stream select)
The total number of Viet subscribers increased 58% over the last 6 months.
Viet Viewership has grown 47% while ‘Likes’ have grown by 65% over the last 6 months.
CUSTOM PACK
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Google Confidential and Proprietary
Helen’s Recipe Món Ngon Hàng Ngày Nấu Ăn Video Uyen Thy's Cooking
Savoury FoodThe internet has changed the way people cook. YouTube is now a go to destination for people looking to expand their culinary repertoire, learn new techniques or simply get inspiration. The power of sight, sound and motion makes learning to cook via YouTube more compelling than traditional cookery books. The fact that you can watch what you want on demand, means you can cook along at meal times.
245K+Subscribers
29K+Subscribers
16K+Subscribers
24K+Subscribers
Popularity
Engagement
Average Monthly Impressions*
USD for 80% SOV per month
Channels177
~100K
15.5M
CUSTOM PACK
61% 39%
FEATURED CHANNELS
The total number of Viet subscribers increased 20% over the last 6 months.
Viet Viewership has grown 18% while ‘Likes’ have grown by 41% over the last 6 months.
Engagement,popularity stats are based on VN as at Sep 2015. Subscriber channel stats are global as at Sep 2015)
*60 secs skippable ad (in-stream select)
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Confidential & Proprietary
The Remix / Hoà Âm Ánh Sáng Genre:
Reality / Music
Period: 27 Dec 2015 to 27 Mar 2016
YouTube Episode Details:
● Total subs: 161k subs (dedicated channel for show)
● 12 Full-length episodes with smaller segments by artists
Ep 12 is Gala Awards
● 90 min each full-length episode
● Total run time of ~2160 min
What it is: The Remix is a live music reality show where DJs and Singers pair up and compete. 8 pairs are made of a famous singer and a DJ, with a supporting music producer. The DJ and Singer pairs have to work together to bring new flavor to existing tracks. The idea is to create better sound while retaining the groove and rhythm of the song, and they only have three days to prepare. The final 3 or 4 pairs will face off in a live concert event in a huge stadium before their mentors and celebrities, summing up their entire musical journey from sound to song. Season 1 of Vietnamese version featured top music names such as Sơn Tùng MTP, Issac, Đông Nhi, Tóc Tiên, etc.
https://www.youtube.com/channel/UCn11Ub2sEYSHNUCB9tzYvoQ
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Proprietary + Confidential
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Proprietary + Confidential
1
2
3
Living in HanoiThey are where your products are distributed
Likes video gamesThey’ve been watching a lot of game videos lately
4
5
6
Clips from Pack XFor example from our upcoming pack for moms
Custom clip listI’ve selected 50 comedy channels, just those please!
Clips from an MCNJust from Pops or Yeah1 or VTV...
Aged 20-30Info from YouTube, Gmail login, behaviour
OR TARGET BOTH AT ONCE
WHO THEY BE
I don’t care what they watch as long as they are: DO AN A/B
TEST IN HANOI?
WHAT THEY SEE
I don’t care who they are as long as they watch:
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Proprietary + Confidential
7YouTube links to the whole Google internet
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Proprietary + Confidential
Everyone who sees your ad goes on a list!
❏ Show them the ad again (+ frequency)
❏ Show them banners on news websites
❏ Check if they are searching for your products
❏ Check if they are going to your website
❏ Check if they are purchasing
❏ Check if they are downloading your app
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Proprietary + Confidential
Nothing noticed
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Proprietary + Confidential
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Proprietary + Confidential
I just saw a YouTube video ad for this yesterday!
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Proprietary + Confidential
This sale came after a 30s video view
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Proprietary + Confidential
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Or advertise your website on other people’s videos
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Proprietary + Confidential
Main point
TV & INTERNET: LONG DISTANCE LOVE YOUTUBE & INTERNET: AWWWW
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Proprietary + Confidential
8YouTube has great analytics!
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Proprietary + Confidential
“Tổng số hộ gia đình mẫu khảo sát cả nước là 2.270, phân bố đều cho các tỉnh - thành, khu vực; dân số mẫu là 8.830”
“Chúng ta chỉ có một công ty duy nhất làm nhiệm vụ này nên không thể không sử dụng các số liệu của họ. Đây là cuộc chơi mà các nhà đài, nhà sản xuất phải chấp nhận”
- Thạc sĩ Phan Văn Tú - giảng viên Khoa Báo chí truyền thông Trường ĐH KHXH & NV TP HCM:
NOBODY LOVES POOR TNS
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Proprietary + Confidential
YOUTUBE: EVERY VIEW TRACKED
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Proprietary + Confidential
Introducing YouTube BrandLift Survey
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Proprietary + Confidential
Sunday: before watching a “Remix” clip they see an ad for Audemars Piguet watches.
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Proprietary + Confidential
Tuesday: before watching an Adele clip they see a survey.The purpose is to find out how the Sunday ad affected them.
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Proprietary + Confidential
The survey is shown to two groups
Saw your ad Did not see
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Proprietary + Confidential
YouTube measures the difference
40% choose B 10% choose B(guess, etc.)
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Proprietary + Confidential
Check for recall, awareness and other metrics with different questions
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Proprietary + Confidential
Brand awareness
20.7%Overall campaign:
Key takeaways:
● Good uplifting impact on creating awareness
● The creative works well with male audience as awareness lift for male is higher than overall
● Those exposed to the ad 2 times or more recall your brand better
● Views really matter. Viewers are 56.8% more likely to recall your brand compared to non-viewers
Full report with recommendations
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Proprietary + Confidential
BUT TV’SSTILL TV
There’s something traditional and comfortable about Television.
So how to get the best of both worlds?
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Google Confidential and Proprietary
Context1
SolutionMove 6%
TV Budget
2
Results3
TrueView for BrandFormance - IDI• IDI is the Biggest Direct Insurance company in IL
• 2012: ~ 100% of Google budget (1.3M$) was on Search
• 2012 TV branding budget was 8.5M$ but no YouTube presence
• YT PILOT - success in both Performance and Branding KPIs
* Branding - TRP cost is about 50% less than TV
• SUBSTANTIAL YT BUDGET - 0.5M$ which is 6% of TV budget
• DEDICATED YT CREATIVE - relate to the YT platform, 6 creatives as of now
• 20% of Google budget is now on YT (350K$ incremental budget)
•"Everybody is talking about the ads, the pigeons never got so much attention"
•"The pigeons have evolved thanks to YouTube, they are much more likable now"
20%of budget is now on YT
•Performance - YouTube drives direct sales
•Branding - Advertisers LOVE their brands – our value proposition is to nurture what they love
(Industry Manager)
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Proprietary + Confidential
And from P&G in Korea...
Source : P&G Korea Febreze Campaign / Ipsos / 2013.1 / F30-44
Only TV TV+YouTube
Sales-related activities after exposed to ad(Same ad copy on TV and YouTube)
80.1%
98.3%+17.2%
Only TV TV+YouTube
81.2%
87.2%
Increased brand affinity after exposed to ad(Same ad copy on TV and YouTube)
+6%
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Proprietary + Confidential
Source : P&G Korea Febreze Campaign / Ipsos / 2013.1 / F30-44
YouTube had analysed more than 1,000 TV campaigns over the past year using its Extra Reach Tool and found advertisers reach target audiences more efficiently by adding YouTube to their media plans.
Brands targeting 16- to 34-year-olds should spend 24 per cent of their TV advertising budget on YouTube
”“
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Proprietary + Confidential
Experience is king!
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Proprietary + Confidential
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Proprietary + Confidential
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Proprietary + Confidential
Proprietary + Confidential
Advice for creative
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Confidential & Proprietary
YouTube Ads Leaderboard: Top 2015 (click here)
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Proprietary + Confidential
[OFFICIAL MV]I Sơn Tùng MTP I Ấn Nút Nhớ…Thả Giấc MơVietnam – OMO / Unilever
[MV] EXID 위아래(UP&DOWN) 심쿵버전 Special 뮤비 (K-POP)Korea – LG
YouTube Offline: HeadspinIndia – YouTube
Samsung Galaxy Note5 : Official IntroductionGlobal – Samsung
Hyundai : A Message to SpaceGlobal – Hyundai
Tập 9 – Nam đẹp trai và dàn xe khủng – Chotot.vnVietnam – Chotot
“เมื่อปนโตออกเดินทาง Flavour of home” (Official HD) : คนอร Knorr (English Subtitle)Thailand – Knorr / Unilever
ทุกคํามีความหมาย | Every Mouthful is MeaningfulThailand – Cpbrand
สาวนอยวัยใสที่พยายามเปลี่ยนแปลงตัวเองเพื่อความรัก บทบาทใหมของมิ้นต ชาลิดาที่คุณพลาดไมได!Thailand – Sunsilk / Unilever
唐小虎如何化險為夷,讓華府一家全部笑呵呵?Taiwan – Taiwan mobile
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ASIA Pacific: Top 10 YouTube Ads 2015
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Proprietary + Confidential
ASIA Top 10: Some tips for YouTube ads● Make movies, not ads. Half of the ads in the leaderboard play more like movies than ads, with high production values
and fully developed storylines. Product placement is kept to a minimum but is included where it’s natural. Chotot and Knorr are examples of this “short movie” approach.
● Lights, camera, music. From J-Pop to C-Pop to everything in-between, Asia is home to a rich variety of home-grown musical styles. The OMO and LG spots show the music video format is a powerful way to impart messages as long as the branding is subtle.
● Escape from reality. Taiwan Mobile’s tale of kids dressing up is engaging and funny but no one would mistake it for real life. The escapist element is great but it’s even better when kids can’t stop being kids.
● Use human reactions. The reality show / documentary style is great for showing raw emotions that the audience can relate to. Both the Hyundai and Knorr spots center on universal relationship between parents and children.
● Keep the conversation going. Online, it’s easy to tell a story and build engagement over a sequence of videos.
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Proprietary + Confidential
Proprietary + Confidential
Thank You(Tube)