omcollective - inspiratiesessies - youtube - pieter boon (google belgium)
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Google Confidential and ProprietaryGoogle Confidential and
Proprietary
YouTube: More Than an Online TV ChannelPieter Boon - Agency Development Manager
Google Confidential and Proprietary
1. YouTube in Belgium2. YouTube: more than an online TV channel3. Create your own video ad4. Measuring Impact
AGENDA
Google Confidential and Proprietary
Internet is Primary Media
Channel
Source: Online survey commissioned by Google - TNS Fieldwork 2014
77%under
24
65%25-34
56%35-44
50%45-54
29%55+
Source: Youtube and TV in Belgium 2014 - TNS - weekly reach
4.2M Unique
Visitors per week
50% of all YT videos
have been rated or
commented on
2nd search
engine in Belgium
4.4M+ impressions to BE movie
lovers
Your Audience Stays Longer on Youtube
Source: Comscore data - average minutes per visit (2013 - 2014) - Top websites with highest reach in Belgium
40% is
Mobile
2ndlargestsearch engine in
Belgium
50% of all YT videos
have been rated or commented on
Engagement on YouTube is rising
Google Confidential and Proprietary
Redirect consumers to:1. Watch page
2. Channel
YouTube Search Page
Google Confidential and Proprietary
WHEN DEALING WITH ONLINE VIDEO
Length• Minimum: 11.5s• 20 seconds is the optimal length• Shouldn’t be more than 2 mins
The First 5 Seconds • This is when users decide to skip or not. • Include branding and make them as engaging as possible. • A clear message on what the video content is will avoid
abandonments.
Rotate• If you have multiple creative, use it. Give the user the chance to
like it.
The End• Don’t end with long still frames. • If users skip it will be counted as an abandonment, and not
increase viewcount
Best Practices
Google Confidential and Proprietary
Brand Lift
What we report
How wemeasure it
Ad recallBrand Awareness
Surveys
Brand interest NEW
Organic Search Activity
INTRODUCING BRAND LIFT
Google Confidential and Proprietary
Which types of questions will we help answer
Which demo is drivingthe highest lift inbrand awareness?
Is my campaign inspiring consumers to search for my brand or products?
The
cost The
cost
Free Partial Views
Free Banner Impressions
The
value
Follow On Views +
SubscribersBrandlift Research
Prospects for Remarketing
Brand Queries