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Google Confidential and Proprietary
YouTube Vietnam
Q4 2014
Why does a local launch matter?
Google Confidential and Proprietary
#1 Video platform in the world by views
it would be the 3rd largest in the world.Source: comScore Video Metrix, November 2012
If YouTube were a country,
#2 Search Engine behind Google
Google Confidential and Proprietary *
What’s new for consumers and advertisers?
Engagement (Like, Watch more brand TVCs, visit brand website, Comment, Share, Subscribe)
Incremental reach, esp. within light TV users and large untapped potential in a high growth
online ad market
Impactful & interactive format with 100% SOV of users visiting YouTube homepage daily
Reaching consumers wherever, whenever (Mobile platform)
Provide a strong brand building platform and user engagement channel with advanced
technology to businesses
Content Creator Partnership
New Ad Formats & Huge Display Inventory
Premium Brand Channel
Advertisers
YouTube.vn domain
Việt Nam Content
Consumers
Google Confidential and Proprietary
YouTube VietnamKey Metrics | User Profile
Google Confidential and Proprietary *
TNS/Google (2014): Connected Consumer Study – Results Vietnam
TNS/Google (2014): Connected Consumer Study – Results Vietnam
TNS/Google (2014): Connected Consumer Study – Results VietnamTNS/Google (2014): Connected
Consumer Study – Results Vietnam
#1VIDEOsite in Vietnam
#3 WATCH
HOURS In APAC
11.6 MILLIONunique desktop users every
month
#2 LARGESTsearch engine in the world
and Vietnam
Google Confidential and Proprietary *
YouTube.VN Key Metrics
Reach
54.6% of online population
Total Page Views Per Month
903 (MM)
Total Unique Visitors Per Month
9,917,000 visitors
Avg. Daily Visitors
1,883,000 visitors
Avg. Visits Per Visitors Per Month
10.1 times
Avg. Duration Per Visit
18.1 minutes
USER NUMBERS
* All figures are desktop only by Aug’14
TNS/Google (2014): Connected Consumer Study – Results Vietnam
TNS/Google (2014): Connected Consumer Study – Results Vietnam
TNS/Google (2014): Connected Consumer Study – Results VietnamTNS/Google (2014): Connected
Consumer Study – Results Vietnam
WATCH HOURS
• #1 growth in APAC
• #3 highest in watch hours in APAC (>8M hours/day),
behind Thailand and Japan
ENGAGEMENT
• #1 in min / user view in SEA (4.11 min/view)
• #2 in YouTube views in SEA
Source: ComScore VN, Aug 2014
Google Confidential and Proprietary *
YouTube User Profile in Vietnam
TNS/Google (2014): Connected Consumer Study – Results Vietnam
TNS/Google (2014): Connected Consumer Study – Results Vietnam
TNS/Google (2014): Connected Consumer Study – Results VietnamTNS/Google (2014): Connected
Consumer Study – Results Vietnam
Demographics
55% Male
45% Female
74% are aged between
16 and 34 years old
52% have kids
23% have a high education
€34%
have a high income
Devices
1.9 Internet enabled
devices
68% Use a
smartphone
80% Use a PC
10% Use a tablet
1% Use a
handheld game device
98% Use a
regular TV
Usage
94% Listen to music
online
31% Purchase
online
91% Use social network
66% Do online
gaming
TNS/Google (2014): Connected Consumer Study – Results Vietnam
Base (weighted): YouTube users (at least once a month)Other activities and products: usage at least once a month
Google Confidential and Proprietary
Product OverviewAdvertising on YouTube
Google Confidential and Proprietary *
YouTube Homepage
Google Confidential and Proprietary *
Reach your audience on the world’s #1 entertainment destination
Incredible Reach2.3M viewers in a single day (Comscore numbers)
High-ImpactA prominently placed, highly engaging format on the front door of YouTube.
Exclusivity100% share of voice for your brand only, for a full 24 hours.
Google Confidential and Proprietary *
Layout MastheadLayouts designed after past mastheads with strong performance enable quick turnarounds and optimized executions.
Video Masthead780x195 video ad unit, includes 15 second autoplay video followed by click to continue option. Upon click through, it will direct users to the watchpage.
Overview● 24 hour high impact ● Highly visible format that drives
views and click-throughs at scale. Limitless options for creativity and customization.
● Remarketing available
Creative Assets● Opportunities for rich media,
social integration, live streams and more
● Standard size: 970x250● Expandable size: 970x500
Placement● YouTube Homepage ● Mobile YT Homepage● YouTube App
Pricing Model● Reservation (CPD - Cost per Day)
Google Confidential and Proprietary *
YouTube Video Ads
Google Confidential and Proprietary *
YouTube Video Ads Overview
Ad Format
Trueview In-Stream In-stream (aka Pre-roll ads) In-Stream Select
Objectives Cost efficient Reach Guaranteed-based Reach Skippable long-form guaranteed-based reach
Pricing Model Auction (CPV - Cost per view) Reservation (CPM) Reservation (CPM)
OverviewPre roll ads on YouTube Partner videos. Viewers can choose to skip the ad after 5-secs. You only pay for ads they watch
Non-skippable pre-roll ad.Extend your TV creative online to a lean forward audience.
Pre-roll ad on YouTube Partner videos. After 5-sec viewers can choose to skip it. Advertiser is charged when the ad loads, even if it’s skipped.
View Count Yes Increases video view count after 30-sec No No
Placement * Desktop and Mobile App* YouTube Watch Page* Runs on YouTube Partner only
* Desktop and Mobile App * YouTube Watch Page* Runs on Partner videos only
* Desktop and Mobile App * YouTube Watch Page* Runs on Partner videos only
Creative Assets* Video, no max length, but less than 1-min recommended. Optional: companion banner (300x60)
* Video* Non skip: 20 sec (short) or 30 sec (long) Optional: companion banner (300x60)
* Video* Skippable: max length is 60-secOptional: companion banner (300x60)
Feature Pay only for views, not impressions Good for brand awareness and reachLong-form skippable ads give advertisers insights into how viewers react to their creative.
Google Confidential and Proprietary *
Overview• Pre Roll ads on YouTube partner videos. Viewers can
choose to skip the ad after 5 sec. You only pay for ads they watch.
• Highly visible ad format• Increases video view count after 30 sec• Remarketing available
Creative assets• Video, no max length, but less than
1min recommended• Optional companion banner (300x60)
Placement• Desktop and mobile app • YouTube Watch Page • Runs on partner videos only
Pricing Model• Auction (CPV - Cost per View)• You only pay for views, not impressions
TrueView In-Stream
Google Confidential and Proprietary *
Overview• Extend your TV creative online to a lean forward
audience• Highly visible ad format
Creative Assets• Video• Non skip: 20 sec (short) or 30 sec (long) • Optional companion banner (300x60)
Placement• YouTube Watch Page• Partner videos only• Desktop, mobile app and web
Pricing Model • Reservation (CPM)
In-Stream (aka Pre-Roll ads)
Google Confidential and Proprietary *
Overview● Pre-Roll ad on YouTube partner videos. After 5
sec viewers can choose to skip it. ● Advertiser is charged when the ad loads, even
if it’s skipped. You are not charged for clicks through to your website
● Increases video view count
Creative assets● Video, max length 60 sec ● Optional companion banner (300x60)
Placement•YouTube Watch Page•Partner videos only
Price •Reservation (CPM)
In-Stream Select
Google Confidential and Proprietary *
YouTube Display Ads
Google Confidential and Proprietary *
TrueView In-Display (Watch Page)Overview• Viewers see your ad next to another
video they are watching and can choose to click on it
• Advertisers are only charged when people choose to watch your ad
• Increases video count
Creative assets• Video, no max length
Placement• YouTube Watch Page
Pricing Model• Auction (CPV - Cost per View)• You are charged as soon as user clicks the ad and is
lead to the watch page.
Google Confidential and Proprietary *
Overview• People see your ad as they are searching for
relevant videos and can choose to click on it and watch it. You only pay for ads they watch.
• Increases video view count, improves organic placement of videos
• Remarketing available
Creative assets• Video, no max length
Placement• YouTube Search Page
Pricing Model• Auction (CPV - Cost per View)• You are charged as soon as user clicks the ad and
is lead to the watch page.
TrueView In-Display (Search Page)
Google Confidential and Proprietary *
Overview● Extend the reach of your existing Display
campaign to YouTube’s captive audience● The MPU can link directly to your YouTube
Brand Channel or your website● No video assets required
Creative Assets•Banner Image (300x250) or •Flash/Rich Media (300x250)
Placement•Watch Page•Search Page
Pricing Model •Auction (CPC or CPM)
Standard Display
Display Banner Ad
Google Confidential and Proprietary *
Overview• Don’t have video assets but want to
engage video viewers on YouTube? In-Video is the perfect ad format for you
• Ads are shown to users as they watch videos within the relevant categories
• Overlay can click through to an external website, brand channel or a YouTube video
Creative Assets• Text or Display overlay• Optional companion banner (300x250)
Placement• YouTube Watch Page
Pricing Model • Auction (CPC or CPM)
In-Video (Watch Page)
Google Confidential and Proprietary *
YouTube Brand Channel
Google Confidential and Proprietary Google Confidential and Proprietary
Maximizing your YouTube presence to better engage with your Audience
A gadget lives on a YouTube channel and provides advertisers with a space to showcase 3rd party, custom experiences
Google Confidential and Proprietary Google Confidential and Proprietary
Top use cases of current gadgets
Gadgets are primarily used to support the following objectives:
● Live Events● Contests & User Generated Content● Commerce● Social Engagement● Content Organization● Branded Playback