Advertising on you tube

Advertising on YouTube Product, Sales, Set-Up & Measurement

June 29, 2010

YouTube Confidential and Proprietary

Agenda

  Overview of Online Video & YouTube

  YouTube Channels

  Search: Promoted Videos

  Watch: Display and In-Stream

  Discover: Homepage Ads

  Summary

  Q&A

3

33

YouTube is the world’s largest entertainment platform, …where people enjoy the largest selection of videos &

collaborate with others to create a unique viewing experience …and marketers get access to the world’s

most engaged audience

Google Confidential and Proprietary 4

It’s Not Hype. YouTube is HUGE.

YouTube is… • 108MM monthly US visitors - more than

the entire viewership of the Super Bowl

• 482MM monthly worldwide visitors - making it the 3rd largest country in the world.

…the #1 Online Video Site. Period. • 4th largest site on the Internet

• 24 hours of video uploaded every minute

• 5 billion video streams every month, equalling 40% of all video views online

Sources: comScore VideoMetrix; comScore MediaMetrix Dec09; Internal Logs


Fun Fact: In 2009, Americans spent more time viewing video online than checking e-mail

180

160

140

120

100

80

60 2008 2009 2010 2011

US Online Video Viewers (millions)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

2008 2009 2010 2011 2012 2013 %

of I

nter

net U

sers

Vie

win

g O

nlin

e Vi

deo

U.S. Online Video Penetration

Source: eMarketer, July, 2009

Online Video has already gone mainstream

Google Confidential and Proprietary 6 Source: comScore, July 2009, YouTube internal

27% of YouTube sessions contain at least 1 search

Prepare a strategy for the #2 Search Engine


Three Simple Ways to Engage Customers

As They Search…

Promoted Videos with

Call-to-Action

While They Watch…

Invideo Display

Advertising

Through YouTube Channels

Customized Channels


8

Created in AdWords, shown on YT

Google Confidential and Proprietary

Agenda



  Search: Promoted Videos and YouTube Insight



  Summary

  Q&A


  Clients who want to “be on YouTube”   Clients with videos   Clients focusing on building community   Clients with social media strategies

Who is a good fit for YouTube Channels?


Create a Home on YouTube • Brand Channels create a destination for

brands to drive traffic, attract subscribers, and enable distribution.

• Continually update new content, playlists and experiences to encourage increased viewership.

• Build your own custom implementation that truly represents your brand and campaign.

Build a Loyal Audience • Each new video uploaded will auto-

populate into logged-in users homepage

• Driving multiple programs from same channel will provide consistency for user and enable marketers to leverage built-in user base

Brand Channels


Brand Channels vs. User Channels

Areas Characteristics User Channel

Brand Channel

Custom Channel

Features Autoplay Yes Yes Yes

Features Channel Page Header Banner No Yes Yes

Features Side Column Image No Yes Yes

Features 1 MB Image No Yes Yes

Features Custom Gadget No No Yes ($200K minimum media investment

Features “Off the shelf” gadget (Mosaic, Video Wall, Contest) No No Yes ($200K min investment. Contest min is $500K.)

Features Watch Page Banner No Yes Yes

Features Length of Videos <10 Mins <10 Mins No

Tracking Remarketing No Yes Yes

Tracking Analytics No Yes Yes

Tracking 1x1 Ad Tag Support No No Yes

Tracking Simple 1x1 No No Yes

Tracking Geo Restrict Redirect No No Yes


Brand Channel Wireframe


What metrics should I look for on Channels?

  Subscriptions

  Comments

  Visits

  Clicks on Branding Banners

  Additional data from Analytics (visits from site, etc.)


As They Search…


Call-to-Action

While They Watch…

Invideo Display

Advertising


Customized Channels



  Clients focusing on search   Clients with videos   Clients who want to spread the word   Clients with visual products   Clients willing to create video

Who is a good fit for Promoted Videos?


•  Promoted Videos increase views for your client’s videos

•  Call-to-Action Overlays use those views to drive traffic to client’s external website

•  An option when video is promoted •  Appear on the advertiser’s videos •  Client controls content and click-

through URL on overlay •  Appear on the video regardless of

how each user discover it

User clicks on Promoted Video Link

User clicks on Call-to-Action Overlay

Promoted Videos and Call-to-Action overlay


“WithPVonSearch,youwillcapturedemandwhenpeoplesearch.ComplementthiswithPVandDisplayadsonthemillionsofotherYouTubepages;create

demandwithadsonVideos(watch)andotherpages(browse)onYouTube”

Complement Search with PV elsewhere


Promoted Videos Case Study: Zagg Inc.

Link: youtube.com/results?search_query=zagg+customer+testimonial&aq=f


Promoted Videos – Where the click occurs


Choose to Play video in the Watch Page


Or to Play video in the Channel Page


Promoted Videos & CTA Demo & Case Study

Link to case study: http://www.youtube.com/watch?v=p4tuTi8_z6Q


Targeting Search pages with Promoted Videos

Se#ngs • GoogleSearchPartners

Formats

CalltoAc2on

Repor2ng

Op2miza2on

• PromotedVideoAd(DAB>Audio&Video)

• OncePVisacLve,CTAoverlayopLonappears(YouTubeaccount>Video>Edit)

• Impressions,clicks,conversions,etc.through“SearchNetworks”AdWordsreport.CTAoverlayreporLng:“Insight”secLoninYouTubeaccount

• Expandhighperformingkeywords• Testnewengagingadtext&videos• LearnfromYTInsight‘hotspots’,demos&more

AdGroups • KeywordsfromtheYTkeywordtool


Targeting Watch, Browse & GCN pages with PV

Se#ngs

Formats

Repor2ng

Op2miza2on

• GoogleContentNetworkonly.Byleavingmanagedplacementsempty,adsshowonWatch,Browse&GCNpages

• NetworksTab• Impressions,clicks,conversions,viewthroughconversionsbyvideoURL

• Expandhighperformingadgroups• Wanttoplacementtargetvideos?UseVTTcodesonly;targeLngaURLdoesnotwork

AdGroups • 50‐100Lghtlythemedadgroups

• PromotedVideoAd(DAB>Audio&Video)

CalltoAc2on• OncePVisacLve,CTAoverlayopLonappears(YouTubeaccount>Video>Edit)


What metrics should I use for Promoted Videos?

  Video Views

  Clicks on Ad

  Clicks on Call-to-Action Overlay

  Click-through Conversions

  View-through Conversions

  “Likes”


Agenda

  Channels

  Promoted Videos

  YouTube Insight

  Display

  In-Stream

  Review

  Q&A


YouTube Insight Demo

(Access Insight for each video in the YouTube Account)


  Views: See pages & sites where users watched the video.

  Discovery   On what sites has the video been embedded?   Search terms used to find the videos through organic & paid   “Advertising”: Views driven by Promoted Videos

  Demographics   Who is viewing the video? Create a campaign targeting them.

  Hot Spots   Hot spots indicate the most engagement. Cold spot? …Edit.

  Call to Action   Learn the number of clicks on Call-to-Action overlays

How will YouTube Insight help my campaign?


As They Search…


Call-to-Action

While They Watch…

Invideo Display

Advertising


Customized Channels



  Clients you are pitching display to now   Clients excited about YouTube   Clients that are performing well now   Clients with video collateral

Who is a good fit for YouTube Display?

Google Confidential and Proprietary 32 32

YouTube pages that show ads

Search Page Homepage

Watch Page Browse Page


Setting up InVideo Display Ads in AdWords

33


Browse Page: 300x250 Display Ad

YouTube Video Browse Category

•  Includes dedicated categories–advertisers can run on the homepage as well as against video content within those categories

•  Advertisers can run Rich Media ads on the Videos Channel page


YouTube Partner Content

MAINSTREAM CONTENT

LONG TAIL

EMERGING MIDTAIL JonasBrothers Howcast MondoMedia

NextNewNetworks

JKWeddingVideoDance

CharlieBitMe

UniversalMusicGroup HBO ESPN CBS NYTimes

THE “NEW” MAINSTREAM FredFigglehorn

Over 3,000 content partnerships from

established names to YouTube made celebrities


Engage your Audience with Media

As They Watch Our Premium Content… • Over 3,000 Content Partnerships, 20+ categories

…With Effective Creative Ad Formats…

• Users watch partner videos for over 2 minutes on average.

…That Are Well Targeted • Use a variety of options to reach the right audience with your media Demo Geo Buzz

And More…

Source: Internal Logs


The Video Targeting Tool


Setting up InVideo Display Ads in AdWords

38


Top 2 ways to target Display on YouTube

1. Keyword Contextual Targeting Leverage Google’s proprietary contextual matching to find relevant video context to show your display ad in and around

2. Placement Targeting (Video Targeting) Use the new Video Targeting Tool to find the most relevant and specific categories, channels & videos for display ads


Contextual targeting limited to showing on

YouTube.com

Wider exposure, with specific targeting - Use 50-100 tightly themed ad groups - Limit to showing only on YouTube.com - Show on related content and fresh content

Contextual Targeting with many ad group themes

Text Ads Keywords Negative Keywords Geo Targets Language Targets Ad Schedule

Ad

Gro

up 4


Ad

Gro

up 5


Ad

Gro

up 6


Ad

Gro

up 2


Ad

Gro

up 3


Ad

Gro

up 7


Ad

Gro

up 8


Ad

Gro

up 9

Themes

Keywords


Campaign Setup: Contextual Targeting

Se#ngs • GoogleDisplayNetwork• OnlyontheplacementsImanage

Formats

Placements

Repor2ng

Op2miza2on

• invideooverlay+companion• 480x70byitself• 300x250byitself

• YouTube.comonly

• PlacementPerformanceReport• Impressions,clicks,conversions,viewthroughconversionsbyvideoURL

• Expandhighperformingadgroupsw/CYN• Wanttoplacementtargetvideos?UseVTTcodesonly;targeLngaURLdoesnotwork

AdGroups • 50‐100LghtlythemedAdGroups


Placement Targeting on YouTube

Extreme brand sensitivity -Continually add videos to prevent becoming ‘stale.’ -VTT makes adding easy!

Channels Brand sensitive, but wants greater exposure

-Limited to only channels selected -New content will be added by YouTube partner

Category Wants broad exposure on relevant content

-Select the relevant categories -New content will be continually added

Video

Choose placements with the Video Targeting Tool


Se#ngs • GoogleDisplayNetwork• OnlyontheplacementsImanage

Formats

Placements

Repor2ng

Op2miza2on

• invideooverlay+companion• invideooverlay

• YouTubecategories• YouTubechannels• individualvideos

• PlacementPerformanceReport• Impressions,clicks,conversions,viewthroughconversions

• Whatplacementsperformedwell?• AddnewcodesthroughVTT

SavecodesdirectlyfromVTT!

Campaign Setup: Video Targeting Tool


Video Targeting Tool Demo

google.com/videotargeting


What metrics should I use for Display?

  Clicks on Ad

  Click-through Conversions

  View-through Conversions

  Search Lift (Campaign Insights)

  Visits to site from YouTube (Analytics)


Watch Page: In-Stream Ads

Pre-Roll Mid-Rolls Post-Roll

Ad functionality •  15 or 30 secs •  No skipping •  Click thru

Metrics • Plays, Mid-point / Completes • Clicks / Click rate • Third party tracking

Pricing •  CPM •  Companion - value add

Companion value add (currently only on YouTube) •  300x60, static or flash •  Runs between breaks •  Click thru


  Currently spending on TV advertising   Looking to drive engagement and brand awareness   Have 30 second or 15 second videos created

Who is a good fit for In-Stream Ads?


Target with the Video Targeting & Placement Tools


What metrics should I use for In-Stream?

  Play-back rate

  Completion rate

  Click-through rate

  View-through conversions

  Clicks on Ad (Companion or in-stream ad)


Buying Media on YT: Reserving vs. Bidding

Auction •  Flexible, Real time Buying

•  Competitive Pricing

•  Bid by CPM or CPC

•  Instant Optimization

Reservation •  Guaranteed Impressions

•  Fixed Price

•  Pay by CPM

•  Signed Contract


Agenda


  Channels

  Search: Promoted Videos and YouTube Insight

  Watch: Display & In-Stream

  Discover: The YouTube Homepage

  Q&A


  Want to drive awareness   Regularly buy media on portals   Are planning to launch a new product or brand   Have creative resources

Who is a good fit for the YouTube Homepage?


The YouTube Homepage

Reach

Impact


An audience of 19 million people M

illio

n

Sources: TV: Nielsen Media Research (July 20-26), Magazines: Magazine Publishers of America (2008), Newspapers: Audit Bureau of Circulation (April 2008), Movies: Box Office Mojo (2007)


66% of YouTube visitors did not go to

MySpace

Over 40% of YouTube homepage visitors do not visit the main portals on the same day

55

YouTube homepage visitors that do not visit other homepages

Source: Compete, % of Unique Homepage Visitors, March 2009

41% of YouTube visitors did not go to

AOL, MSN, Yahoo, or MySpace


High reach across all demographics

0

5

10

15

20

25

%

% Reach

Source: comScore MediaMetrix, November 2009


Source: Homepage Impact Study, November, 2009. N = 140. Median of exposed group as compared to control group indexed at 100%.

1.8X

2.7X

4.0X 3.7X

4.7X Control Exposed

Ad exposed users 4.7X more likely to take action

Top performing campaign 4X 18X 6X 6X 18X

Homepage Ads Spark Brand Engagement


Agenda






  Summary

  Q&A


  Online Video is mainstream.

  Setting up YouTube campaigns is easy in the AdWords interface.

  YouTube Channels create a home for clients’ brand & content.

  Capture users while they search with the most engaging format available: Promoted Videos with Call-to-Action overlay

  Capture users while they watch through Invideo Display and In-stream ads

  Reach and captivate millions of users through Homepage ads

Summary


Agenda






  Summary

  Q&A


Appendix


In-Stream Technical Specifications

* Video must be 30 seconds or less (30's, 15's, 10's, 5's)

* Video must allow embedding

* Maximum length: 15 and 30 seconds acceptable for long-form, 15 seconds or less for short-form

* Video Format: H.264, MPEG-2 or MPEG-4 preferred

* Aspect Ratio: Native aspect ratio without letterboxing (examples: 4:3, 16:9)

* Resolution: 640x360 (16:9) or 480x360 (4:3) recommended

* Audio Format: MP3 or AAC preferred

* Frames per second: 30; Maximum file size: 1 GB

Resizing your video to these specifications before uploading will help your videos look better on YouTube. Guidelines for video upload are available via the YouTube Help Center.

In-Stream Click Through

* Required

* 3rd Party click redirect or click command accepted

* Destination URL and Landing Page URL must drive to same domain

Optional In-Stream Video Tracking

* Ad can only accept one of the below 1X1 pixel's:

o 3rd Party impressions - 1x1 tracking pixel accepted

o 3rd Party midpoints - 1x1 tracking pixel accepted (OR Brand Study Pixel)

o 3rd Party completes - 1x1 tracking pixel accepted

All tracking should come from a pre-approved 3rd party vendor.

Approved 3rd party vendors: http://www.youtube.com/t/ads_specs_policies

In-Stream 300x60 Companion Banner Technical Specifications

* Dimensions accepted: 300x60 pixels

* Formats accepted: JPG, static GIF

* Maximum file size ( JPG/GIF): 50 KB

* Maximum animation: 15 seconds

* Audio: N/A ; Rich Media is not accepted for this unit

Watch Page: In-stream ads

Advertising on you tube

Documents

homepage ads

proprietary

search promoted

promoted videos

invideo display

online video

youtube insight

promoted videos