the world of digital content

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Confidential & Proprietary

Confidential & Proprietary

The World of Digital Content

Rosemary Momanyi Senior Industry Manager [email protected]

INTERNAL: Google Confidential and Proprietary

WELCOME TO


Online video keeps growing and it’s even accelerating

source: Google internal data


watchtime comes from mobile

1B YouTube monthly visitors daily watchtime increase YOY 50% 40%

is the #1 site for video

Google Confidential and Proprietary source: Google internal data


#2 Search Engine just behind Google.com

Source: comScore qSearch, December 2012

YouTube is the


#1 #2

#3 If YouTube was a country

it’s would be the world’s third largest

Source: comScore Video Metrix, November 2012

of global viewership on YouTube comes from mobile devices

Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015

50%

The number of people watching YouTube per day is up year over year since March 2014

Data for March 2015 vs. March 2014

40%


YouTube for content creators

Hero/Hygiene/Hub

Anybody NOT seen this?

Well maybe...

User Behaviour on YouTube

Search Browse

Looking for answers to questions

Looking to be entertained, ready to be distracted

Be the most compelling answer to the question

entertain and inspire through emotional storytelling

Hygiene content Hero content

Hero content - what is it?

What you want to communicate about your brand, packaged in a story which:

- makes an emotional connection

- is memorable

- invites further participation

Hero in action, The Motherhood

4.2M views

19k positive ratings

3k comments

Hygiene capture intent

Hygiene content - what is it? "With 1 Billion people watching YouTube, there are

millions who are just looking for instructions, information, solid advice."

what your target market are

searching for

what your brand has

to say

YouTube’s Group Product Manager, Baljeet Singh *

* Busting YouTube Myths

Hygiene content

How many views?

Search: “ford door edge protector” on YT

Hero → Hygiene - Volvo trucks

Hygiene in action - Volvo trucks

Intent - stimulating search

Intent - capturing search

Hub a reason to keep

coming back

Volvo Trucks Hub content

Hygiene/Hero/Hub

Hygiene content be the most compelling answer to

the question discovered through search

Hub regularly updated destination

of valuable and engaging content

worth returning to subscribe - like - follow

Hero Content entertain and inspire with

emotional storytelling promoted through advertising

How to be a good YouTuber

12M views

165k subscribers

72 views/subscriber

150 videos in 10 months

1) Be regular and reliable

2) Be relevant

3) Don't expect engagement, ask for it

3) No video is a Island..

4) Be social and collaborate


Earn Money with YouTube


Display ads on YouTube


Trueview In-Stream Ads

Only pay when User views 30 seconds, or to completion if the ad is less than 30 seconds…


AdSense is a free, simple way to earn money by displaying targeted ads next to your online content. Adsense content publishers earn a 68% revenue share worldwide. This means Google pay 68% of the revenue that we collect from advertisers for AdSense for content ads that appear on your content sites. source:adsense.blogspot.com


The YouTube Ecosystem ●  74 M average monthly views on YouTube in Kenya

●  6.2M hours of video

watched on YouTube per month in Kenya

Telcos, CPGs, Finance OEMs..

You!


Viewers are always consuming content on YouTube at work via desktops and on the go with mobile devices



When it comes to local content, Kenyans look for news and entertainment

standardgroupkenya NTVKenya

K24TV kenyacitizentv

ghaflakenya airtelkenya

NiveaEastAfrica HapaKuleNews

ChurchillTVKenya TRHHOK

Top 10 local channels by views



When it comes to local content, Kenyans look for news and entertainment Top 10 local channels by views



Video monetization criteria:

●  Your content is advertiser-friendly.

○  advertiser-friendly content is appropriate for all audiences, from our youngest to older viewers.

●  You created the content or have permission to use it commercially.

●  You are able to provide documentation proving you own commercial rights to

all audio and video content.

●  Your content complies with YouTube’s Terms of Service and

Community Guidelines. YouTube reserves the right to disable monetization

for accounts that do not follow our guidelines.


How do you start monetizing your content on YouTube?

1.  Create a YouTube Channel https://www.youtube.com/create_channel

2.  Upload your content to YouTube

3.  Enable your video for monetization


10 Fundamentals to Create Content People Love I.  Shareability- do people watch your videos and immediately want to share them?

II. Conversation- are you speaking directly to your audience?

III. Interactivity- can you involve the audience?

IV. Consistency- Can your audience count on you to release the next episode on schedule?

V. Targeting- Is there a clearly defined audience?

VI. Sustainability- If the audience loves it, can you make more of it?

VII. Discoverability- Will your videos get found when searched for?

VIII. Accessibility- Can every video be fully appreciated by a new viewer?

IX. Collaboration-Is there room to feature other content creators on your channel?

X. Inspiration: Is this idea coming from a place of genuine inspiration?

Thank You

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