HK D2 Amsterdam - YouTube
Oct 22, 2014
At the Hill&Knowlton Demystifying Digital event in Amsterdam on April 14 2011, YouTube delivers a presentation on new communication opportunities for brands on the popular video platform
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Transcript
Intro movie
Todo: (laatste versie YouTube film inserten)
What do President Obama,The Royal Family, and the Pope have in common?
They have all deemed YouTube an effective and
Appropriate environment to reach their audiences!
Birth of a phenomenon~ From Zero to 2.5 billion in 5 years ~
Over 450 million people globally~ Watching these videos every day ~
From all walks of life~ Reaching people across the spectrum ~
51% Male ~ 49% Female
15 - 24: 21.2%
25 - 44: 41.4%
45+ : 37.5%
Ready for all devices
253,614,628
BeyonceLisa Nova
94,777,277
Britney TV
566,211,724
CBS
420,326,614
College Humor
127,350,617
EA
87,848,921
Howcast
42,147,864
Jonas Brothers
346,563,727
FRED
350,205,582
NBA
255,978,233
Justin Timberlake
128,662,296
NHL Video
32,557,834
Livestrong
649,315
Michael Jackson
196,994,224
MondoMedia
401,353,205
Popularity redefines premiumNot just dogs on skateboards
Make friends on YouTube~ Engage with a vibrant community ~
Talk of the town ~ More than 400 Tweets per
minute contain a YouTube Link
And over 150 years of Video is watched on
Facebook every day
P&G: Old Spice
180+ video responses to questions
from Twitter, Facebook, YouTube etc. in
close to real-time
Learn who they areand what they like
YouTube ‘Insights for Audiences’ helps you
plan campaigns by understanding niche segments
and their behaviour on site
Google Confidential and Proprietary 12
YouTube offers an advanced set of Planning and Targeting tools
Insights for Audience Video Analytics Video Planning Tool
Google Confidential and Proprietary 13
YouTube Insights Google Analytics
And allows you to
Measure success and analyze your viewers
Inspiration time!~ A pick of the best this year ~
Chocomel: playful and all about the brand
YouTube Annotations~ Where will you take your audience next? ~
French Connection and the Youtique
www.booneoakley.com
1M views
> 1400 Blog items referring
NL Donorstichting using annotations
262 000 views
386 comments actively discussing campaign
It’s about sharing~ Seed, promote and let the community do the rest ~
Doritos: NL Flawless integration with Facebook
550.000 channel views after 1 week
Kindred Spirits~ Make connections with your audience on YouTube ~
T-Mobile and online first for content
53M upload views: more than a soap serie
on TV could even wish for
Unilever – Axe 3 days live on the homepage
Casestudy to be released shortly
TV on YouTube
In content and ads
YouTube Confidential and Proprietary
We’re finding that YouTube & TV work better together
27
TV YouTube
1. Additional reach
TV YouTube
2. Increased recall
Additional reach*:
- Cadbury Dairy
milk: 24%
- Gillette “future
champions”: 6%
Overlap TV/YT*:
- Cadbury Dairy
milk: 12%
- Gillette “future
champions”: 11%
Cadbury 15-24 study: single source panel, GfK; Gillette study: Single Source Panel + pre & post questionnaires, MetrixLab
And finally…
…some best pracices
YouTube Confidential and Proprietary
Be short
The average length of a video watched on YouTube is 3.8min
For the best user engagement, make your video less than 5 min.
Source: Entertainment Media Research UK, 2010
YouTube Confidential and Proprietary
Be entertaining
Video is a highly engaging and entertaining communication medium.
Make it something people want to watch and share.
YouTube Confidential and Proprietary
Be real
Stay loyal to your brand and don’t try to be something you’re not.
Be straight forward and honest.
YouTube Confidential and Proprietary
Think outside the box
Use the full YouTube potential.
Be creative and find new ways of engaging your viewers!
YouTube Confidential and Proprietary
YouTube is the natural place for your video content
Free and openUsers want to find and see your
videos. YouTube doesn’t require
users to have a login to watch
Easy discoveryIndexed by Google and YouTube
search to promote discovery
Centralised hostingCreative options for channels
and video organisation
Centralised reportingFull reporting suite for all views and
interactions available free in
YouTube Insight
Easy distributionEasy distribution and sharing
options across social networks,
embedded sites etc.
Effective marketingEffective advertising and
promotional programmes
YouTube Confidential and Proprietary
Need video? Think beyond the 30 sec spot
Need more ideas? Go on YouTube and see what users have uploaded
about your brand! You will be surprised to see how much content around
your brand already exists.
ENTERTAINMENT EDUCATIONINFORMATION
TV Advertisements
Made for Web Ads
Outtakes / Making of
Video Blogs
Sponsorship
Corporate Videos
Public Speaking / Events
News / PR
Historical Footage
How To / Self Help / Tutorials
Training
Product Guides / Demos
Customer Reviews
YouTube Confidential and Proprietary
Informational videos
Corporate Videos
Dell, L’Oreal, Salesforce,
Siemens,
Fortnum & Mason
Public Speaking / Events
Think Google Event,
Starbucks CEO at UCL
News / PR
BA Strike, BP Oil Spill, Taco
Bell,
British Gas Price
Announcement,
Ora Brush, Apple
DESCRIPTIONProvide advice, service and information
about your company, your products and
values.
EXAMPLES
YouTube Confidential and Proprietary
Educational videos
How To / Self Help
Salesforce, Kodak, Vodafone Help Centre,
Lloyds TSB Advice and Guidance
British Gas
Product Guides / Demos / Tutorials
Sony Ericson, Photoshop, L’Oreal
Waitrose, Nokia
ReviewsL’Oreal, Ora Brush, Kiddicare,
Super Mario, Kia Motors
EXAMPLES
DESCRIPTIONShow how to use your products, give
advice and ideas. Make it easy and
useful!
Your audience awaits~ Ready to deliver your message? ~
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