Petra Brodilová: Poslední středa o YouTube

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Google Confidential and Proprietary

Build Awareness and Influence Consideration with


You want to make sure people know your brand so they can consider you when it matters

Awareness Consideration


Seeyou

Rememberyou

Understandyou

Wantyou


You want to move potential customers from casual intrigue to passionate advocates

Seeyou

Rememberyou

Understandyou

Wantyou

ConsiderationAwareness



...to driving actions

You’ve never beenable to connect views


Reach people who watch and people who take action

Most likely to commit

People you’ve targeted

Most likely to watch

Trueview is changing according to advertiser's needs


Views

Watch more

Dig deeper

Get the app

Learn & buy

TrueView actions

fulfill brand demand and cosideration

TrueView views

create brand desire and awareness

People don’t know my brand

People love my brand

Now TrueView connects desire to demandwith these new consumer connectors


Learn & BuyCards

Dig DeeperCall-to-Action Overlay

Watch MoreCompanion Banners

Get the AppMobile App Promo


Starting in May, TrueView will count views and actions

Watch 30 seconds of the ad,or to completion, if the ad is

less than 30 seconds

Take action(ie: click on CTA overlays, cards,

app install buttons, companion banners or other links in the video viewer)

Views are incremented and you only pay when people:

NEW


Actions that will increment the view countand charge for a view

1. Watch 30 seconds, or to completion if the ad is less than 30 seconds

2. Click Channel Title/Avatar3. Click the Video Title4. Click on Card’s teaser5. Click Share6. Click Companion Banner/Video Wall7. Click on Call-to-Action overlay8. Click to visit advertiser’s site9. Click to Install on Mobile App Promo

52 43

78

1 9

6


Measure and optimize to the actions people take



We Know The New Rules To Build Brands

Expression

Tell Great Stories

Audience

Find the Right People

Participation

Build Stronger Relationships

Content Strategy

YouTube Content Workshop(agenda a vybrané slidy)

Evolution of YouTube

Consumer is now in

CONTROL

VIEWERS

ENGAGED VIEWERS

MILLION35+SUBSCRIBERS

Surpassed

PEWDIEPIE


889KSUBSCRIBERS

Surpassed

GoGoManTV


Brand are successful on YouTube


Content Insights

We will now walk you through insights in 3 categories that support the hub, hero, hygiene content strategy.

Getting Started

Brand &

Consumer

Category

competitive set


New Rules of Content Strategy


Be AlwaysOn


the problem of going viral

Apr 2012

Jul 2012 Oct 2012 Jan

2013Apr

2013Jul

2013 Oct 2013 Jan 2014

0

150,000

300,000

450,000

600,000


(Regularly scheduled content around customer passions)

(Tentpole events or programs that drive awareness at scale)

A New Framework to Program Your Content Better Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

HYGIENE

HUB HUB HUB HUB

HERO HERO HERO

(Always-on content optimized to users intent and interests)

Hero Content

Be Always On

Hygiene ContentHub Content


Inspire ‘Browsers’ with Hero content


Hero Content

Be Always On


Volvo O2McDonald’s

Reviews of ProductsResponding to Criticism How to Videos


Serve the ‘Searchers’ The right people at the right time

http://www.youtube.com/watch?v=oSd0keSj2W8

http://www.youtube.com/watch?v=clv7emcs84Y

http://www.youtube.com/watch?v=OSFUiaO7I_E

Hero Content

Be Always On




Regularly Scheduled ‘Push’ Content Around Customer Passions Land Rover Episodic Content

In transit with Peter BragielEpisode 2: Santa Cruz | Land Rover USA

In transit with Peter BragielEpisode 3: Redwoods | Land Rover USA

In transit with Peter BragielEpisode 1: Intro | Land Rover USA

Land Rover have collaborated with Peter Bragiel (a YouTuber known for his long distance travel series, ‘In Transit’) to create episodic content giving viewers a reason to return.

Cont

ent A

ctiv

ity

Hygiene

Hub

HeroTime


Hero + Hygiene + HubHow it all works together


Be Engaging


A few best practices…FOLLOW TOPICAL IDEAS

Wasted Impressions No Missed Opportunities

DISENGAGED audience

ENGAGEDaudience


the possibility to skip an ad....


creates an opportunity


How to Create Custom Content to Engage with Your Audience

1 2 3 4Get

Attention in 5 Seconds

Take Time to Tell Your

Story

Target Your Audience

Create Series for People to Come Back to


Measure &

Iterate

5

TV Version YouTube Version

Engage your audience in 5 seconds1


http://www.youtube.com/watch?v=7uYHRpIgeVc

http://www.youtube.com/watch?v=3A1tQTJZctk

Nike Football - Winner Stays

4’12’’38M views

6% (30 secs or less)

31% (1-2 mins)

29% (31-60 secs)

11% (2-3 mins)

10% (3-4 mins)

13% (4+ mins)

Then, Take Your Time...2


http://www.youtube.com/watch?v=3XviR7esUvo

Create Series for People to Come Back To 3


Nespresso

51M+ views

31%+ Brand Search Increase

http://www.youtube.com/watch?v=kOK3XChCrfM

Target Your Audience4

Burger King - Preroll

64 different prerolls


http://www.youtube.com/watch?v=KXqp9Izk0yM

Favorites

Followers

Shares

Comments

Likes

Views

Measure & Iterate5


Díky!

Petra Brodilová[email protected]: @zbrody

Petra Brodilová: Poslední středa o YouTube

Marketing

Transcript of Petra Brodilová: Poslední středa o YouTube