petra brodilová: poslední středa o youtube
TRANSCRIPT
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Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
Build Awareness and Influence Consideration with
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Google Confidential and Proprietary
You want to make sure people know your brand so they can consider you when it matters
Awareness Consideration
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Seeyou
Rememberyou
Understandyou
Wantyou
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Google Confidential and Proprietary
You want to move potential customers from casual intrigue to passionate advocates
Seeyou
Rememberyou
Understandyou
Wantyou
ConsiderationAwareness
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Google Confidential and Proprietary
...to driving actions
You’ve never beenable to connect views
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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
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Trueview is changing according to advertiser's needs
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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
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Now TrueView connects desire to demandwith these new consumer connectors
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Learn & BuyCards
Dig DeeperCall-to-Action Overlay
Watch MoreCompanion Banners
Get the AppMobile App Promo
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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
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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
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Google Confidential and Proprietary
Measure and optimize to the actions people take
Google Confidential and Proprietary
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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
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YouTube Content Workshop(agenda a vybrané slidy)
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Evolution of YouTube
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Consumer is now in
CONTROL
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VIEWERS
ENGAGED VIEWERS
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MILLION35+SUBSCRIBERS
Surpassed
PEWDIEPIE
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889KSUBSCRIBERS
Surpassed
GoGoManTV
Google Confidential and Proprietary
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Brand are successful on YouTube
Google Confidential and Proprietary
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Content Insights
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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
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New Rules of Content Strategy
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New Rules of Content Strategy
Be AlwaysOn
Google Confidential and Proprietary
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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
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(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)
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Hero Content
Be Always On
Hygiene ContentHub Content
Google Confidential and Proprietary
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Inspire ‘Browsers’ with Hero content
Google Confidential and Proprietary
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Hero Content
Be Always On
Hygiene ContentHub Content
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Volvo O2McDonald’s
Reviews of ProductsResponding to Criticism How to Videos
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Serve the ‘Searchers’ The right people at the right time
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Hero Content
Be Always On
Hygiene ContentHub Content
Google Confidential and Proprietary
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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.
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Cont
ent A
ctiv
ity
Hygiene
Hub
HeroTime
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Hero + Hygiene + HubHow it all works together
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New Rules of Content Strategy
Be Engaging
Google Confidential and Proprietary
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A few best practices…FOLLOW TOPICAL IDEAS
Wasted Impressions No Missed Opportunities
DISENGAGED audience
ENGAGEDaudience
Google Confidential and Proprietary
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the possibility to skip an ad....
Google Confidential and Proprietary
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creates an opportunity
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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
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TV Version YouTube Version
Engage your audience in 5 seconds1
Google Confidential and Proprietary
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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
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Create Series for People to Come Back To 3
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Nespresso
51M+ views
31%+ Brand Search Increase
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Target Your Audience4
Burger King - Preroll
64 different prerolls
Google Confidential and Proprietary
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Favorites
Followers
Shares
Comments
Likes
Views
Measure & Iterate5
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