petra brodilová: poslední středa o youtube

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Google Confidential and Proprietary

Build Awareness and Influence Consideration with

Google Confidential and Proprietary

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

Awareness Consideration

Google Confidential and Proprietary

Seeyou

Rememberyou

Understandyou

Wantyou

Google Confidential and Proprietary

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

Seeyou

Rememberyou

Understandyou

Wantyou

ConsiderationAwareness

Google Confidential and Proprietary

Google Confidential and Proprietary

...to driving actions

You’ve never beenable to connect views

Google Confidential and Proprietary

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

Google Confidential and ProprietaryGoogle Confidential and Proprietary

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

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Learn & BuyCards

Dig DeeperCall-to-Action Overlay

Watch MoreCompanion Banners

Get the AppMobile App Promo

Google Confidential and Proprietary

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

Google Confidential and Proprietary

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

Google Confidential and Proprietary

Measure and optimize to the actions people take

Google Confidential and Proprietary

Google Confidential and Proprietary

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

Google Confidential and Proprietary

889KSUBSCRIBERS

Surpassed

GoGoManTV

Google Confidential and Proprietary

Brand are successful on YouTube

Google Confidential and Proprietary

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

Google Confidential and Proprietary

New Rules of Content Strategy

New Rules of Content Strategy

Be AlwaysOn

Google Confidential and Proprietary

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

Google Confidential and Proprietary

(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

Google Confidential and Proprietary

Inspire ‘Browsers’ with Hero content

Google Confidential and Proprietary

Hero Content

Be Always On

Hygiene ContentHub Content

Volvo O2McDonald’s

Reviews of ProductsResponding to Criticism How to Videos

Google Confidential and Proprietary

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

Hero Content

Be Always On

Hygiene ContentHub Content

Google Confidential and Proprietary

Google Confidential and Proprietary

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

Google Confidential and Proprietary

Hero + Hygiene + HubHow it all works together

New Rules of Content Strategy

Be Engaging

Google Confidential and Proprietary

A few best practices…FOLLOW TOPICAL IDEAS

Wasted Impressions No Missed Opportunities

DISENGAGED audience

ENGAGEDaudience

Google Confidential and Proprietary

the possibility to skip an ad....

Google Confidential and Proprietary

creates an opportunity

Google Confidential and Proprietary

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

Google Confidential and Proprietary

Measure &

Iterate

5

TV Version YouTube Version

Engage your audience in 5 seconds1

Google Confidential and Proprietary

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

Google Confidential and Proprietary

Create Series for People to Come Back To 3

Google Confidential and Proprietary

Nespresso

51M+ views

31%+ Brand Search Increase

Target Your Audience4

Burger King - Preroll

64 different prerolls

Google Confidential and Proprietary

Favorites

Followers

Shares

Comments

Likes

Views

Measure & Iterate5

Google Confidential and Proprietary

Díky!

Petra Brodilovápetrab@google.comTwitter: @zbrody