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Creative Sandbox Guidebook

YouTube

• Masthead

• TrueView Ads

• Brand Channels

Mobile

• Go Mobile

• Multi-Screen

• Location-Aware

• Personal

Maps

• Google Maps

• Street View

Search

• Google AdWords

• Google AdWords Extensions

Social

• Google+ Hangouts

• Google+ Features

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Contents

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MastheadOwn the YouTube Homepage with the Masthead.

YouTubeUnlock the full power of online video for your brand.

• Masthead

• TrueView Ads

• Brand Channels

Skyfall Motorbike Chase

Using DoubleClick’s technology, Sony Pictures created an

in-banner driving game within the YouTube masthead,

controlledthrough smartphone. Something that Q himself

would certainly get excited about.

When users come to the YouTube homepage, they’re in a

grazing mode and looking for content that will entertain,

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TrueView AdsTrueView videos let great ads stand out since users can choose

to skip or watch them.

La casa Eco & Sodimac

In Chile, La Casa Eco & Sodimac created a pre-roll aiming to

raise awareness of bad ecological habits by incorporating the

‘Skip This Ad’ button as part of the creative. A really clever

example that shows how technology can fuel creativity.

educate or inform. The masthead format delivers massive

reach and high interaction rates because it has the potential to

captivate the users without interrupting their experience.

TrueView lets viewers skip your ads. And you only pay if they

choose to watch 30 seconds. Because TrueView puts users in

control, you know that you’re reaching your most valuable au-

dience. And best of all, when people choose, they remember.

They are then more likely to advocate, interact with, and gener-

ate sales for your brand.

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Call of Duty: Black Ops II

Activision used a YouTube Brand Channel to create an

awesome interactive trailer. It uses the same assets as the TV

spots, but tells the story in a much richer, non-linear way by

allowing users to interact with the video.

Brand ChannelsCreate a bespoke and immersive home for your brand on

YouTube.

YouTube is the 2nd biggest search engine in the world and

the world’s 3rd largest site, so it’s vital that you establish a

rich presence on the site. Brand channels give you a wealth of

options to create a bespoke and immersive home on YouTube

that’s truly representative of your brand.

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MobileSmall canvas, big opportunity. Find some inspiration to make

the most of mobile.

• Go Mobile

• Multi-screen

• Location-aware

• Personal

Create Beautiful Mobile Sites

Lexus Create Amazing

Lexus’ primary challenge in Europe is to get noticed. Most

premium automotive sites look the same, so to stand out they

created a truly premium desktop and mobile site, giving a

sense of seamless luxury.

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Increasingly, users are accessing the web from a mobile,

therefore it’s critical that your presence on the web is

optimized for mobile devices. Studies have shown that 2/3rds

of users will not return to a site that is not optimized for

mobile.

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Since mobile devices are always on and always with us,

consumers are increasingly multitasking with mobile even

while engaged with other media. This is a great opportunity to

design captivating experiences across devices.

Multi-ScreenDesign the right experience for users multitasking across TV,

mobile, tablet and desktop.

Carling - Be the Coach

Carling let all South African football fans “be the coach” by

voting on their mobile phone while watching a football game

on TV.

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Anne Frank House

History can be experienced more intensely by seeing where it

actually happened. The mobile application ‘Anne’s Amsterdam’

was developed as a truly immersive way of discovering what

happened to Anne Frank.

Location-AwareUse mobile’s GPS to stage locally-relevant experiences.

When mobile creatives can tap into a device’s GPS and harness

information about consumers’ real-time locations, they can

not only for drive them into stores, but also stage much more

compelling brand experiences.

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Nike+ GPS app

Nike created the Nike+ GPS app to let any runner track their

runs and performance via GPS, and turn solitary running into

a social activity. When runners begin a run, they can let their

friends on Facebook know via a post. Friends who see the

post can ‘like’ or comment. When they do, runners receive an

audible cheer through their headphones.

PersonalAs mobile devices become an extension of the user, mobile

apps can be used to build habits like exercising.

Mobileisthefirstdevicethatwereachforandthelastone

that we put down at night. Given their personal nature, mobile

devicesareapowerfultooltoinfluenceindividualbehaviours.

Combined with social context and the right sharing mechanism,

it can allow brands to build powerful communities.

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MapsCreate beautiful experiences by customizing Google Maps for

your brand.

• Google Maps

• Street View

Google Maps

Band of Bridges

To celebrate the idea that bridges ‘bring us together’, the

Golden Gate National Park used the Google Maps API to let

people add their own favorite bridges next to one another, and

share the creation seamlessly across all social networks.

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Use Maps as your Creative Canvas

The Google Maps API allow brands to use new features as

a way to provide better perspective and more functionality.

Customize the look and feel using Styled Maps, integrate your

own data using the Maps API, or remove unwanted maps

features.

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Volkswagen Street Quest

Volkswagenlaunchedagamewhichchallengeduserstofindas

many Volkswagens as possible on South African streets using

Google Street View, in a custom-designed Street Quest gaming

interface.

Street ViewStreet View is like visiting a place without being there. It lets

you embed fully interactive panoramas on your site.

Display your own Street View imagery

With the Google Maps JavaScript API v3, you can access our

Street View global imagery database or add your own images

(such as the inside of a building) to use in your apps. From the

streets of Tokyo to the penguins of Antarctica, Street View is

available on seven continents.

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SearchSearch is more than 3 lines of text. See how you can improve

your campaign with search ads extensions.

• Google AdWords

• Google AdWords Extensions

Google AdWords

Did you know you can immediately discover movie times and

locations, or the weather forecast, by performing a simple

search on Google? And have you tried voice search? These are

just some of the various features that are gradually making

search more like a personal assistant and delivering precisely

what you want.

Have you ever Googled yourself?

Swedish agency Wisely used search creatively to drive

new business. They proved that using search as a creative

entrypoint to your digital experience can work wonders.

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Product Listings

Product Listing Ads are search ads that include richer

product information, such as product image, price and

merchant name, without requiring additional keywords or

ad text. They create a more engaging user experience while

making it easy for you to promote your entire product line

on Google search. And because Product Listing Ads are

charged on a CPA basis, you only pay for conversions.

Google AdWords ExtensionsFrom a simple white box with ten blue links, search has

dramatically evolved over the years. Google is building a

massive knowledge graph of real-world things and their

connections to bring you more meaningful results as well as

rich extensions for your ads.

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Social Extensions

Social extensions link your Google+ Page to your AdWords

campaigns so that all your +1’s – from your page, your

website, ads and search – get tallied together. On average,

search ads with social annotations receive a 5-10% uplift

in click-through rate. Customers will be able to see the

recommendations that your business has received,

whether they’re looking at an ad, a search result or your

Google+ Page. This means that your +1’s will reach users

across all of our products.

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Location Extensions

You can extend your AdWords campaigns by dynamically

attaching your business address to your ads.

Location extensions can help attract customers who may

be just around the corner as well as those searching for a

business in an area they’re planning to visit soon.

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Media Ads

When someone enters a search that is directly related to

your video title, we automatically display your Video Ad at

the top of the search results page. If people who search for

your brand are primarily looking for video content, then

Media Ads are right for you. It makes it easy to get your

brand in front of the right audience on Google search.

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SocialGoogle+ introduces new ways of sharing, across all of Google.

• Google+ Hangouts

• Google+ Features

Google+ Hangouts

Verizon / Daria Musk concert

Trulyinnovativemarketersgettoknowcommunitiesandfind

out how they can contribute. Verizon saw the vibrant music

community on Google+, and the rising star, Daria, who made

her career on Google+. They decided to contribute to the

community by staging a Hangout concert for Daria on a roof in

NYC, all streamed over Verizon 4G LTE.

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Catch-up face-to-face

If you’re up to 10 people, videoconferencing is free with

Google+ Hangouts. You can also livestream a conference to

YouTube, or use the API to build fun webcam experiences.

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Circles

Share like you mean it

Circles make it easy to share the right things with the right

people, just like in real life. Now you can share some things

with close friends, others with your family, and almost

nothing with your boss.

Whether it’s restaurant directions on Google Maps or an

entertaining YouTube video, circles make it easy to share

no matter what you’re doing.

Google+ Features

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Google+ Communities

Talkaboutthestuffyou’reintowithpeoplewholoveittoo

Communitieshelpyoufindpeoplewhoareintothesame

things you are. Share news, ideas and passions with just

the right people, or meet some new ones by joining public

communities.

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Google+ Pages

Make your business at home on Google+

Your Google+ page is your brand’s home on Google.

Create your Google+ page, then add your company name

and images to customize your page. Next, tell visitors

more about your brand in the “About” section. Including a

websiteanddetaileddescriptioncanhelpcustomersfind

you across Google.

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Party mode

Celebrate what matters, with the people who matter most

Google+ events lets you create beautiful event invites, and

uses Party Mode to take Instant Upload to the next level.

You can snap photos during a Google+ event and share

them with everyone at the party in real time, right from

your phone.