OMCollective - Inspiratiesessies - Youtube - Pieter Boon (Google Belgium)

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


YouTube in Belgium1


Internet is Primary Media

Channel

Source: Online survey commissioned by Google - TNS Fieldwork 2014

Source: Youtube and TV in Belgium 2014 - TNS

50%Of Belgians

watch YouTube weekly

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


More Than an Online TV Channel2


A Transformation in Marketing

Push



Push ► Pull



Push ► Pull ► Permission Based


The Trueview Format


http://youtube.com/v/nXjoXZD3pls


http://youtube.com/v/eAWoRLTteiQ


http://youtube.com/v/EekcG9bQGhw


Redirect consumers to:1. Watch page

2. Channel

YouTube Search Page


YouTube ChannelEngage with your audience cross device


Best practices + Creative tips3


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


Measuring Impact4


Youtube Analytics


Brand Lift

What we report

How wemeasure it

Ad recallBrand Awareness

Surveys

Brand interest NEW

Organic Search Activity

INTRODUCING BRAND LIFT


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


Thank YouPieter

Boon