Day1 research stream_1615_unlocking_the_power_of_online_video_google

Unlocking the Power of Online Video

Google Confidential and Proprietary

IAB Interact 2011, Barcelona

Mark Riseley, EMEA Market Insights

Google

Unlocking the Power of Online Video

What I’ll be covering in the next 30 minutes

Great examples of advertising around video content on YouTube

How to measure campaign success in a cross media context


700 billion videos

watched on YouTube last year

700 billion videos

watched on YouTube last year


watched on YouTube last yearwatched on YouTube last year

What the Internet was made for....

60

80

100


0

20

40

Dec-03 Dec-04 Dec-05 Dec-06 Dec-07 Dec-08 Dec-09 Dec-10

What’s more popular than sex?

60

80

100


0

20

40

Dec-03 Dec-04 Dec-05 Dec-06 Dec-07 Dec-08 Dec-09 Dec-10

Brands are starting to use video in new and innovative ways


A video is worth a thousand words


Video shopping!


Tracking the YouTube BrandAre they successful?


Defining success for cross-media: cost per meaningful contact

Cost/Effect

Cost

Targeting


Cost/EffectTargeting

Impact

Single Source Media Efficiency Research

Google Confidential and Proprietary12

Instead of this….


The Dutch brand Aviko did this

50% of TV budget into pre-roll on YouTube

Google Confidential and Proprietary 14

Cost GRP Pre-roll targeted usage

6

7

8

9

10

Net Cost/GRP (indexed against TV)


1,0

0,2

1,0

0,5

1,00,8

1,01,4

1,0

3,2

0

1

2

3

4

5

TV YT TV YT TV YT TV YT TV YT

Male 20-30 20-34 20-49 Female 20-49 13+

~ 1:16

Source: Gfk Media Efficiency Panel + Carat Media facts booklet (TV net cost based on 70% average market discount)

Pre-roll targeted usage (size within inventory):Efficiency in driving store purchase

8,5

6

7

8

9

10

Efficiency in driving sales(indexed against TV)


1,00,6

1,01,4

1,0

2,5

1,0

3,7

1,0

0

1

2

3

4

5

TV YT TV YT TV YT TV YT TV YT

Source: Gfk Media Efficiency Panel + Carat Media facts booklet (TV net cost based on 70% average market discount)

13+ 20-49 Female 20-49 20-34 Male 20-34

Cadbury‘s Chocolate Charmer

campaign overview

Chocolate Charmer Campaign media mix

YouTube

Homepage

Masthead

TV

Online

TV

Share of budget

Facebook Reachblock

Facebook Fan Page

YouTube Promoted

Videos

• The Chocolate Charmer campaign‘s purpose was to reinvigorate the

Cadbury brand association with authentic chocolate

• Campaign started in April 2010 and ran for 6 weeks

TV

Cadbury’s Chocolate Charmer Video


http://www.youtube.com/watch?v=kIwIdzTedts

Impressive reach of online channels

Gross reach

58%

25%

46%

35%

All Online Main Shoppers 15-34

Source: UK Media Efficiency Panel 2010 Sample : 5,184 households

• Total online reach = 30.8% (YouTube + Facebook)

4.1 | 3.9 3.6 | 3.7 10.7 | 11.8

Average frequency:

25%

7%

19%

TV YouTube Facebook

Two – thirds of all online contacts had

no TV contact

11.5% 19.3%46.2 %

All audiences

• Online delivered 19.3% incremental reach

11.5% 19.3%46.2 %

Source: UK Media Efficiency Panel 2010 Sample : TV- 2,990, Online- 1,597

Online provided greater reach than TV

when targeting 15-34 year olds

14.7% 33.2 %31.4 %

15-34 year olds

Source: UK Media Efficiency Panel 2010 Sample : TV- 654, Online- 681

14.7% 33.2 %31.4 %

• 69.3% online contacts had no TV contact

• Online delivered 33.2% incremental reach

ROI is higher online

Total audience

£2.01

£3.71

Return on Investment for every £1 media spend

• Online provided ROI almost 4 times higher than TV

• YouTube‘s promoted videos provided the best return of the entire campaign

Source: UK Media Efficiency Panel 2010, TV- 1,401, Online- 347, YouTube Promoted Video-250, Spend provided by PHD Media.

£0.60

TV Online YouTube Promoted Videos

Online advertising generated a

significant sales uplift

Total audience

93%80%

Online TV

Source: UK Media Efficiency Panel 2010; TV- 1,401, Online- 347

• With only 7% of the budget, Digital contributed 20% of the sales uplift

7%20%

93%

Share of budget Incremental sales

Skippable ads: does choice impact engagement?


engagement?

Biometrics Depth Interviews


Eye trackingEye tracking Quantitative

survey

25

Respiratory rate

Heart rate

Google Confidential and Proprietary 26

Skin Conductance

Motion

User choice generates efficient targeting

22%

19%

I had seen the ad before

I am not interested in the product / service

Reasons for participants skipping ads


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14%

14%

I didn't find the ideas in the ad interesting

The ideas were not relevant to me

Those who skipped each ad – Brand A(n=304); Brand B (n=259); Brand C (n=303); Brand D (n=343)

Q11e. Which of the following, if any, describe why you decided to skip the ad?

Less than half of users (45%) will always skip ads.

Video

Users notice the skip button but focus on the video

Video

Brand A Brand C


Skip Bar

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Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved.

Skip Bar

82% of users think the skip button is ‘very’/ ‘extremely’ clear

All respondents (n=2,000)

Q15. The highlighted button allows you to skip an ad after 5 seconds before watching a video. How clear do you think this was when the button appeared?

On average, opted-in users are over 75% more engaged than users who view standard pre-roll

Standard pre-roll

48%

85%

Google Confidential and Proprietary 29Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved

% time highly engaged with ad content

Skippable viewed through

80

100

Em

oti

on

al E

ng

ag

em

en

tTrueView can deliver highly engaged users for the whole ad

Google Confidential and Proprietary 30Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved

20

40

60

0 5 10 15 20 25 30

Em

oti

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ag

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Time in seconds

Neutral Engagement (55)Forced exposure Non-skipped

Summary

• Big brands are starting to take advantage of online video

• Single source measurement platforms enable cross media reach and ROI analysis


reach and ROI analysis

• User choice and interactivity makes online video related ads work harder

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Tippex: write your own ending


Thank you!

Follow Up Questions?


Follow Up Questions?Mark Riseley ([email protected])

Sarah Everitt ([email protected])

Day1 research stream_1615_unlocking_the_power_of_online_video_google

Education

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