1. YOUTUBE CONTENT CASE ONLINE ADVERTISING T-MOBILE 2. Amanda Bouwmeester T-Mobile Online Marketing Manager 28 LBi Lost Boys | MEC 3. Maarten van Vliet Interaction Matters Partner / Strategy Director 33 3M 4. YOUTUBE DRIVES E-COMMERCE 5. Verbreden van de funnel van T-Mobile WHY YOUTUBE? Second largest search engine after Google Change in consumer behavior between TV and streaming (online video) Use of different content / communications to reach the consumer Expand the funnel of T-Mobile REACH CPA ? ? 6. 20 KICK OFF First true view initiative with TV copies including an offer 21 29 First YouTube Campaign launched with customized content 10 jaar shops 7. 32 GOOGLE BETA Brand lift survey conducted 40 GOOGLE BETA Remarketing Mastheads 8,15 3rd customized YouTube campaign launched with 3 Mastheads and incremental reach of Mastheads 8. GENERATE SALES WITH YOUTUBE 9. CHALLENGES Want NeedVS 10. ROAD TO SUCCES JOURNEY TAXI ANNOTATIE ANNOTATIE ANNOTATIE ANNOTATIE ANNOTATIE ANNOTATIE AANBIEDINGSFILMPJE VERHAALTJE DE WAS VIDEO 2 VIDEO 1 VIDEO 3 VIDEO 4 11. CONCEPT 12. OWNED VS. PAID? TAXI ANNOTATIE ANNOTATIE ANNOTATIE ANNOTATIE ANNOTATIE ANNOTATIE AANBIEDINGSFILMPJE VERHAALTJE DE WAS VIDEO 2 VIDEO 1 VIDEO 3 VIDEO 4 TRUEVIEWMASTHEAD 13. 240% Performance ROI Incremental reach for second masthead Masthead retargeting to search delivers higher conversions View rates on or above benchmark uplift in ad recall65% 20% 54% 14. YOUTUBE DROVE E-COMMERCE 15. KEY LEARNINGS Use all opportunities of retargeting to generate the best results Unique Online Content vs. TVC (Performance vs. branding) Branding and E-commerce departments need to collaborate closely for optimal results Good collaboration between partners is essential (Media agency: Mediacom, Creative agency: Interaction Matters, Google and T-Mobile) It is possible to use a sales driven KPI on Storytelling content