Google's vision for_video-online_tuesday

the video opportunity

Google Confidential and Proprietary

do any of these describe you?

“I have video content but no audience”

“I have video content and viewers, but no way to monetise it”

“I make money from video but want to optimize my advertising”

“I want to offer video across mobile devices”

“I love video”

Google Confidential and Proprietary

how we watch is changing

• limited programming • mass appeal content • passive audience • one way experience

1950 – 1980 TV

BROADCASTING

• 500 channels • targeted content • selective audience • two-way experience

1980 – 2002 Cable TV

• unlimited channels • unlimited, niche content • engaged audience • multi-way experience

00 and beyond Digital video

MICROCASTING

people are changing

Google Confidential and Proprietary

"It's interesting to think of what the definition of a TV is,” said Comcast's Strauss

“I have a video sales team… but want to optimize my advertising”

“People don’t think of TV anymore, they just think of video.”

"My kids think an iPad is a TV!”

content is changing

Google Confidential and Proprietary

the line between advertising and content is blurring

ads need to entertain, and enhance content

video is primetime

+30% increase in online video viewership from 6-9pm

online video watching shifting to primetime

Google Confidential and Proprietary

Source: Yahoo! Online Video Watching Study, June 2011. Yahoo! Insights, Phase 2 of Video

Primetime content is moving online

Are you ready? Video is exploding

video: opportunity & challenge

32% of time spent online, 500%+ growth online video spend

online video comprises nearly

eMarketer Nov 2011, 2011-2015 growth

the opportunity is BIG

challenge: fragmentation

Today users have access to content on their schedule and can access in many ways and places.

Consumer behaviour has changed and fragmented Google Confidential and Proprietary

challenge: the pace of evolution

Google Confidential and Proprietary

Advertising has evolved dramatically since the first text and display banners

•  Advertising models (cpm, cpv, cpa) and formats (pre- & post-roll, overlay) have evolved

•  Buyers are experimenting with immersive rich media and video takeovers

Formats and Platforms

Pre-roll completion rates

82% completion rate

15 seconds 71%

completion rate

30 seconds

Experiments with new formats

Skippable User Choice Interactive / Social

there’s a perfect (video) ad for everyone

Google Confidential and Proprietary

Source: Google internal data, April 2011 Google video network partners and owned and operated properties

TrueView: Give Viewers Choice

TrueView – Asos

TrueView - Durex Vinyl

I saw this as an add on a video then came here to watch this video again :s widesentertainment The first time EVER I have elected not to‘SKIP THIS AD’ on YouTube. Gratz Durex, lets get it on joysticky83 First time I’ve even not skipped the add. First time I’ve ever deliberately tried to find an add. Well played Durex JakeMDavey haha first time i actually chose not to‘skip this ad’ and then came back to listen again :$ :) AlitaPalliee96

Google Confidential and Proprietary

Mobile Browser

Desktop Browser

Mobile Applications

Invest in a Mobile Video Experience

thank you