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THE POWER OF BRANDSIN A DIGITAL WORLDMark McMaster, Global Brand Activation Lead
The brave new world of video
A look at what Europe is watching
Think like a content creator
The brave new world of video
A look at what Europe is watching
Think like a content creator
Google Confidential and Proprietary
20 million subscribers
4.4 billion video views
TheINDUSTRIALAge
TheBROADCASTAge
TheINFORMATIONAge
ThePARTICIPATIONAge
TheOWNERSHIPAge
Google Confidential and Proprietary
Then
one screen limited contentappointment viewing
Now
multiple screensinfinite content
on-demand viewing
The principles are still the samebut the tools have changed
The traditional marketer’s toolkit
Content as a bridge to consideration
Perception
Time
The brave new world of video
A look at what Europe is watching
Think like a content creator
Google Confidential and Proprietary
1 Billionunique users visit YouTube each month
100M+ peopleshare, comment or like YouTube videos each week
100 hoursof video are uploaded on YouTube every minute
Google Confidential and Proprietary
Google Confidential and Proprietary
2xas many people in the UK will visit YouTubethis month as will visit Tesco
source: comScore Media Metrix, Dec 2014; Tesco reported data
Google Confidential and Proprietary
Google Confidential and Proprietary
3.4 millionmore people watch YouTube each month than watched the 2014 World Cup (24.0M vs. 20.6M)
source: comScore Media Metrix, Dec 2014; Broadcasters Audience Research Board (BARB), 2014.
Time spent on YouTube / month
Average time spent each visit
Visits to YouTubeper month
UK Snapshot
4:35hours
19 minutes
14
source: comScore MMX as cited by Office of Communications (Ofcom) - UK, "International Communications Market Report 2014," Dec 11, 2014
source: comScore, Dec 2014
>50% of online Europe is on YouTube often
What kind of videos do they watch?
What kind of videos are they watching RIGHT NOW?
24% listening to
music
31% getting ready
to go out
32% shopping
online
20% looking at websites
40% eating
39% using social
media
28% watching
TV
36% texting
23% researching a product
Source: YT Fashion & Beauty Channels user research key findings (base: regular Beauty & Fashion channel users (200)
What are they doing while they watch?
The brave new world of video
A look at what Europe is watching
Think like a content creator
What’s the difference between a commercial and content?
4 of 5 viewers choose to skip
the average TrueView ad
Google Confidential and Proprietary
To connect in the participation agethink like a content creator
EDUCATE
Google Confidential and Proprietary
Google Confidential and Proprietary
The BIG,pink lie
Google Confidential and Proprietary
+46%a company
I trust
+61%good
quality food
+73%good quality ingredients
+48%food I feel good
about eating
Food Quality Perception Scores
Google Confidential and Proprietary
Google Confidential and Proprietary
Warby Parker2.5M channel views
EDUCATE
TransparencyCredibilityCuriosityInformation
EDUCATEEDUCATE
ENTERTAIN
EDUCATE
TransparencyCredibilityCuriosityInformation
EDUCATEEDUCATE ENTERTAIN
IntrigueSuspenseHumorFunClever
INSPIRE
Google Confidential and Proprietary
21%Increase in California travel search volume on Google
920%website visitation lift in U.K. two
days after YouTube takeover(165% Canada, 306% U.S.)
17%Lift in intent to visit California
(7% lift in consideration)
Source: Think With Google
“From a sheer eyeballs perspective, there really isn’t another choice that could’ve done what YouTube wasable to deliver.”Traci Ward, Dr. Consumer Marketing, Visit California
‘Visit California’ sparks interest in visiting the state ‘Visit California’ inspires travelers
EDUCATE
TransparencyCredibilityCuriosityInformation
EDUCATEEDUCATE ENTERTAIN
IntrigueSuspenseHumorFunClever
ENTERTAIN
HeartPurposeRelatabilityPOV
INSPIRE
The brave new world of video
A look at what Europe is watching
Think like a content creator
Google Confidential and Proprietary
21%Increase in California travel search volume on Google
920%website visitation lift in U.K. two
days after YouTube takeover(165% Canada, 306% U.S.)
17%Lift in intent to visit California
(7% lift in consideration)
Source: Think With Google
“From a sheer eyeballs perspective, there really isn’t another choice that could’ve done what YouTube wasable to deliver.”Traci Ward, Dr. Consumer Marketing, Visit California
‘Visit California’ sparks interest in visiting the state ‘Visit California’ inspires travelers
