beyond the 30 second spot - dublin creative agency day

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going beyond the 30-second spot the video revolution in context Reuben Halper Tangozebra

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Beyond The 30 Second Spot presentation for Dublin Creative Agency Day. Strategies for using Youtube in conjunction with TV.

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Page 1: Beyond The 30 Second Spot - Dublin Creative Agency Day

going beyond the

30-second spot

the video revolution in context

Reuben HalperTangozebra

Page 2: Beyond The 30 Second Spot - Dublin Creative Agency Day

what do you do?who are you?

Page 3: Beyond The 30 Second Spot - Dublin Creative Agency Day
Page 4: Beyond The 30 Second Spot - Dublin Creative Agency Day

4,000,000,000that’s 4 billion...more than of the combined population of China, India, Russia, the United States & the European Union.

views per day

Page 5: Beyond The 30 Second Spot - Dublin Creative Agency Day

this is the past...

Page 6: Beyond The 30 Second Spot - Dublin Creative Agency Day

7

...and this is the present.so what does this all mean?...and this is the present.

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7

Computer

Television

Game

System

Phone

Tablet

...and this is the present.so what does this all mean?so what does this all mean?

Page 8: Beyond The 30 Second Spot - Dublin Creative Agency Day

so why did I come to google | youtube?in a few years there will be no such thing as ‘online video’...

...there will just be video

soon

<

Page 9: Beyond The 30 Second Spot - Dublin Creative Agency Day

online video is exploding into the primetime space

5am – 8:59am 9am – 11:59am 12pm – 2:59pm 3pm – 5:59pm 6pm – 8:59pm 9pm – 12:59pm 1am – 4:59am 5am – 8:59am 9am – 11:59am 12pm – 2:59pm 3pm – 5:59pm 6pm – 8:59pm 9pm – 12:59pm 1am – 4:59am

20092011

Page 10: Beyond The 30 Second Spot - Dublin Creative Agency Day

so why did I come to google | youtube?the challenge?

turning passive viewers into engaged users

...and ultimately into doing SOMETHING.

Page 11: Beyond The 30 Second Spot - Dublin Creative Agency Day

so why did I come to google | youtube?

why do people come to YouTube? education

entertainment

expression

let’s back up a bit...

Page 12: Beyond The 30 Second Spot - Dublin Creative Agency Day
Page 13: Beyond The 30 Second Spot - Dublin Creative Agency Day

so why did I come to google | youtube?so let’s look at a couple of strategies for

exploiting YouTube in conjunction with television

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Page 15: Beyond The 30 Second Spot - Dublin Creative Agency Day

13 million views by kick-off on Superbowl Sunday

Video posted to Youtube5 days before Superbowl

After 24 hours:1 million views

First few hours:40,000 views

Page 16: Beyond The 30 Second Spot - Dublin Creative Agency Day

so why did I come to google | youtube?

VW - The Force

Different creative per platform: Youtube (60 sec) vs. TV (30 sec)

20% of the views from mobile

Groundbreaking format: took the normal Superbowl format

and turned it on it’s head.

Generated $500k+ of free media through Youtube views

Page 17: Beyond The 30 Second Spot - Dublin Creative Agency Day

so why did I come to google | youtube?

pre-launch your campaign in the digital space

Page 18: Beyond The 30 Second Spot - Dublin Creative Agency Day
Page 19: Beyond The 30 Second Spot - Dublin Creative Agency Day

so why did I come to google | youtube?

extend & amplify your existing TV campaign

Page 20: Beyond The 30 Second Spot - Dublin Creative Agency Day

1,500+ ‘Let YiaYia say it’ videos generated by users

More than 30% of the views came after TV flight ended

Shows how providing users personalization tools can give

the campaign life beyond TV

Yiatube

More than 2.5 million views

Page 21: Beyond The 30 Second Spot - Dublin Creative Agency Day

24,000 video comments

12+ million views in a month

Shows the impact of thinking digitally from the beginning

Poneis Malditos

800,000+ shares via Youtube, Facebook, Twitter, Blogs, etc.

Page 22: Beyond The 30 Second Spot - Dublin Creative Agency Day

so why did I come to google | youtube?leverage user generated content or social activity as the content for your TV campaign

Page 23: Beyond The 30 Second Spot - Dublin Creative Agency Day

30% increase in Twitter activity

36% increase in video submissions (5,800 entrants)

Shows the incredible quality& potential of UGC.

Doritos

22 million views of finalist videos

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Page 25: Beyond The 30 Second Spot - Dublin Creative Agency Day
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Brilliant way of tieing together Twitter,

Facebook & Youtube

6+ million views in 6 months

Successful executions don’t need to be complex

Crunch Is Calling

Next generation of real-time response campaigns

Page 28: Beyond The 30 Second Spot - Dublin Creative Agency Day

shoot me

willing to watch

willing to share

‘viral’

*courtesy of sharethrough

the ad spectrum of pain*

tv

Page 29: Beyond The 30 Second Spot - Dublin Creative Agency Day

shoot me

willing to watch

willing to share

‘viral’

*courtesy of sharethrough

the ad spectrum of pain*

tv

Page 30: Beyond The 30 Second Spot - Dublin Creative Agency Day
Page 31: Beyond The 30 Second Spot - Dublin Creative Agency Day

shoot me

willing to watch

willing to share

‘viral’

*courtesy of sharethrough

the ad spectrum of pain*

digitaltv

Page 32: Beyond The 30 Second Spot - Dublin Creative Agency Day
Page 33: Beyond The 30 Second Spot - Dublin Creative Agency Day

Thank you