youtube @ oi15

BRANDING KEYNOTE

Google Confidential and Proprietary

Hom

Direct response

Branding

Mid-FunnelPerformance


Remarketing

Branding

Mid-FunnelPerformance

SIGHT,

SOUND

& MOTION OF VIDEO

CONTROLLED MEASURABLE TRANSPARENT

IT’S EVERYTHING YOU LOVE ABOUT DIGITAL


2.700.000 Video Views

Klaus Kallenbrunnen - Int. Head of Digital Business

Get to know theHEROES OF HAIX ...

… and how they get inSIGHT, SOUND & MOTION

What happened on Google induced byTV, Radio, YouTube, Display, Print, Search, ...

Source: Google Trends for Search Term “Haix”, data pulled on March 19th 2015

Increase Volume & Speed MAKE THEM REMEMBER ...

Increase VisibilityMAKE IT MOBILE

6 Seconds-LoopDatavolume

1:1 Ratio increase Attention and instant visibility

Increase AttentionPLAY WITH NEW FORMATS

Hockeystick-Banner

Increase Reach MAKE IT VIRAL

1. Select a Segment

2. Select a Model

3. Enter your Name

4. Upload a pic

5. Here´s your Video

haix.com/hero?pauls-scout-individual-hero

Recap

HEROESSIGHT, SOUND & MOTIONREACHREMEMBERMOBILEFORMATSVIRAL

SIGHT,

SOUND

& MOTION OF VIDEO

Google = more than just‘lower funnel’ metrics

We can also to help you build your brand

With search, we’ve been helping you build your business

TV has always been great at gaining mass awareness fast

Source: (1) GB TGI Q3 2014, (2) eMarketer, March 2014

28MHouseholds in the UK have at least 1 TV (1)

Average TV consumption per day (2)

3hrs16mins

But we know that viewing behaviour is changing

Trend #1:Consumers have re-defined Primetime

Declining number of people watching TV

2010 2011 2012 201385

115

90

95

100

105

110

16-24

35+Individuals25-34

Total TV Viewing (2010 = 100)

Source: BARB/Infosys as cited by Enders Analysis, Jan 2014 (UK)

Inde

x

Total Online Video Viewers (Millions)

Source: eMarketer, Aug 2014 (UK)

Growing number of people watching online video

Trend #2:Viewers have become fans

Watching more ofwhat they loveon YouTube

+80%YoY growth in monthly

views of 100 most viewed channels on YouTube

Source: TubeFilter/Openslate as cited by guardian.com, Sept 2014 (Global)

Introducing Google Preferred...The audiences you value, the content they love

The Preference ScoreRatings for the digital age

Preference score combines

social signals, bringing

ratings into the digital age,

redefining primetime

POPULARITY

Watch Time: The length of time users spend

watching videos

Repeat Viewership: How often do fans come

back to watch the channel

ENGAGEMENT

Likes: How often do users “like” what they

are watching

Fan Uploads: Audience uploads of

channel content

The Preference ScoreRanking popular and engaging channels on YouTube

The algorithm uses social signals and passion indicators such as...

Preference Score surfaces the top channelsOnly channels 500 or higher included in Google Preferred Lineups

Source: Internal Google Preference Score data from Jan 2014 – March 2014

Num

ber

of c

hann

els

Preference Score

0

2,500

5,000

7,500

10,000

100 200 300 400 500 600 700 800 900

Google PreferredNon Google Preferred

Early access to Google Preferred channelsSegmented by familiar TV audiences

Audience Lineups

Adults 16-34 Male 16-34 Female 16-34 ABC1

Comparable reach to TV stations

Monthly 16-34 Reach (Millions)

Source: Lineups reach - Google Internal Data, 3 month average March-May 2014; TV reach – Infosys/BARB (UK), 3 month average March-May 2014

Early access to Google Preferred channelsSegmented by content category

Content Lineups

Automotive Beauty & Fashion Comedy Food & Recipes Music

News Parenting & Family Science & Education Sports Technology

Benefits for you and your brand

WHAT you want

THE AUDIENCES YOU VALUE, THE CONTENT

THEY LOVE

HOW you want it

PREDICTABLE & EASY TO BUY

WHY to want it

BRAND BUILDING

The audiences you value, the content they love

youtube @ oi15

Social Media

google confidential

google trends

sound motion of video

video haix

youtube source

video views

sound motion reach

total tv viewing