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Be successful with video
It all starts with YOU… and them.

Valentine Matrat - Google, Inc.
Global YouTube and Video Lead, SMB
The Marketer’s Dilemma

Source: Marketoonist
Traditional Media
TV, Print, Radio

Digital Media
Search, Display, Social

Owned and Operated

Awareness

Consideration

Preference

Your Website, Shelf
Action

Mapping Media to the
Marketing Funnel
Reach is cheap.

Engagement is valuable.
Owned and
Operated

active
engagement

Digital Media

Traditional
Media

passive
engagement

The New Engagement
Pyramid
Audience

Expression

Participation

Signals

Let them
find you

Add value,
not clutter

Steer the
conversation

Launch,
Listen, Learn
Audience

Let Them
Find You
800 M

3B

#1

monthly global
visitors

views
per day

destinatio
n for online
video

#2
online search
engine after
Google
31 %
of adults18-49

Young & diverse

College educated

Income $100K+

Cord-cutters
53%
aren’t in the
target market

47%
in the target
market
Self Selecting advertising

When you think broad & targeted, it enables you to capture hyper-targeted
audiences more efficiently
Using Online Video Effectively to Engage with Your Audience, Valentine Matrat, Google
Using Online Video Effectively to Engage with Your Audience, Valentine Matrat, Google
If you want to capture your audience, you need to be able to show
your message where they are…
Expression

Add Value,
Not Clutter
Your first step can be to extend your TV creative to online…
Share a clear, concise message
Share a clear, concise message

Make a strong impression in the
Make a strong impression in the
first 5 – 15 seconds
first 5 – 15 seconds

Deliver a compelling call-toDeliver a compelling call-toaction or timely offer
action or timely offer
Create Content, Not Commercials
Participation

Steer the
Conversatio
n
“Your brand is what people say about you
when you are not in the room.”
- Jeff Bezos, Founder, Amazon.com
multifamily-social-media.com

20
Using Online Video Effectively to Engage with Your Audience, Valentine Matrat, Google
multifamily-social-media.com

22
Signals

Launch,
Listen
Learn
Powered by choice

5% of people account for 80% of the value for most
businesses. Let us help you find them (and them
find you) more effectively.

Designed for
performance

Don’t pay for people with no interest in your
business or your message.

Amplified by
participation

Built-in social tools let users share them with friends.
Follow-on viewing, incremental view count,
subscriptions, all enhance performance.
Reaching users anytime and anywhere is
more important than ever before

Promote Once
Promote Everywhere
Measure the impact of your ads
Gain insights about your audience with YouTube Analytics,
AdWords for video, and conversion tracking
Demographic information

Retention rates and drop-off points

Playback locations, performance on each device

Views, conversions, follow-on views and
subscribes
PAID
(direct and indirect
cost)

Awareness

Consideration

Intent

Purchase

Completed
Views

Clicks to
website

Conversions

ADDED
VALUE

FREE

USERS &
INSIGHTS

Partial Views
Unengaged
+ Banner
Shared Views Impressions
Prospects
Follow-on Views
Subscriber Views
Brand
searches

Advocates

Clicks
+ Video
analytics

View Through
Conversions
Watch the conversation grow
Views and Popularity
Discovery
Demographics
Community Engagement
Audience Attention/”Hot Spots”

Analytics
CALCULATE

THE VALUE OF A VIEW
Free
Partial
Views
Full
views

The
Cost
of a
View

Free
Banner
Impression
s

$15K

Free
clicks
$5.6K

Earned
actions

Prospects for
remarketing

$5K

$20K

$50K TrueView
Investment
=
$98K Value

$2.5k

Brand
queries
$500

The
Value
of a
View
Feedback or thoughts?
More info: youtube.com/advertise
YouTube is the #1 network among cable networks in the US for 18-34
55%

50%
46%

Source: Nielsen Net Reach, March 2013.

44%

41%
YouTube viewership across platforms is
rapidly evolving

40%
of YouTube watch-time happens
on mobile and tablet devices
In-Stream Video Ads
Reach users with your video message while they are
highly engaged, wherever they are. In-Stream
ads (TrueView and standard 15 second ads) are
available across screens.
All campaigns in AdWords for video are
automatically opted-in to run across all available
screens and devices to maximize reach.
Be there for those seeking you out

Be present on the #2 search engine in the world
42%
Your brand here

Source: Google and Compete Local & SoFo P2P Study, 2012
Source: Technorati Media 2013 Digital Influence Report 2/2013

22%

61%

of online services
shoppers use
video throughout
their research
process

increase year
over year in
branded online
service searches
on YouTube

turn to YouTube to
learn about
products
Experience with all screens and
devices

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Using Online Video Effectively to Engage with Your Audience, Valentine Matrat, Google

Notas del editor

  1. And here’s how we’d map media to that funnel.   We start out with TV. We use TV to fill the top of the funnel, use digital media to capture intent and drive folks through to owned and operated channels like our websites or our stores. We start wide and try to narrow down to the few who are going to really matter to our brand.
  2. And here’s how we’d map media to that funnel.   We start out with TV. We use TV to fill the top of the funnel, use digital media to capture intent and drive folks through to owned and operated channels like our websites or our stores. We start wide and try to narrow down to the few who are going to really matter to our brand.
  3. And I know you all hopefully know, the world is on YouTube. I hope gives you an idea of the significant number of people who live on YouTube, who visit YouTube on a daily basis, who really make YouTube a part of their ritual when they get on the internet. We don’t want you to reach out to all 800M of these people. That wouldn’t be good for you and it wouldn’t be good for our users. The Engagement Funnel allows us to take this giant audience and actually keep you from buying all 800M of these people – unless you want to! Why? Because you don’t need to buy this audience. You only need to find Waldo. Reach isn’t about getting your message to the greatest number of people – it’s about having the greatest number of people + the world’s best targeting to find exactly the people you need. We have a mechanism by which you don’t have to talk to the entire audience or pay for them.
  4. At the top level, this, in a lot of ways, takes the magic of Google Search Ads to video. You only pay when a user does what you’re trying to get them to do – watch your video and go to your owned site – in this case your YouTube brand channel. You pay only when viewers choose to watch your video. And it’s not just paid media that’s measurable. Across YouTube we offer measurement tools to see how people are engaging with any video content related to your brand. Imagine measuring not just your purchased media, but the “earned media” of views of your message on YouTube. A recent study found that only 47% of CPG purchasers were actually in the target market that the product’s marketers had defined. That means that fully 53% of the people who purchased products from across a variety of categories weren’t in the target market at all. True View lets your audience – your Waldo – find you.
  5. Looking at a traditional purchase funnel. Build 1+2 You only pay for completed views – where a users has considered your brand’s creative and chosen to watch your ad until the end or at least 30 seconds. Build 3 These paid completed views translate into site traffic and conversions. You don’t pay for these clicks / conversions, at least not directly. However a performance advertiser will likely view paid views as a ‘proxy’ for these subsequent events. Build 4+5 When users skip your ad prior to 30 seconds (or end of the ad if shorter) those partial views are free. Similarly when users skip your companion banner remains visible. These free interactions can also lead to clicks and conversions who are entirely free. Build 6+7 But the story doesn’t end there. Users who see your ad may go on to watch other videos on your channel, to subscribe or to share your videos. And they may go on to search for your brand. These are added value events resulting from your TrueView activity. Build 8 And lastly, rich data underpins this whole process, the TrueView format helping you to identify and gain insights about your brand prospects and advocates, in addition to video performance data. We’ll now go on to look at each of these value factors in more detail..
  6. Follow-on views/subscriptions Your ads should drive additional (free) video views, shares and subscriptions from people who want to engage further with your videos and YouTube channel. Make this easy for them! Start the conversation When people comment on your videos and subscribe to your channel, you can respond to them and engage them in meaningful discussion. Keep content fresh Maintain a YouTube channel with fresh, useful content that represents your business. Leverage your customer’s passion Encourage users to create their own videos about how they use your product or how much they love your brand. Featured videos and playlists and curate Choose which favourite videos or playlists you would like to automatically play when someone arrives at your channel, or simply select your most recent upload. ======== Every TrueView ad provides an opportunity for you to connect with customers socially and build a YouTube community around your business. This all happens after they watch your ad. • •So what happens when you’ve found the right audience on the right devices and given them content that they value? •They want to share it with others who they think will find it interesting. In fact, we’ve seen that for the top 1000 advertisers, for every two paid views, on average they get a free view. If you think about the budget one more time, you need to discount the cost by 33%. •This is a fantastic way to drive purchase and re-purchase (i.e. loyalty). •Go through the points in order/
  7. Views & Popularity Examine both an interactive graphical trend line and a heat map of where video views are coming from. You can adjust the period of time display and the continent, country, or even US state. Discovery Understand how people discovered your video. See specifically which search terms on YouTube or Google led the user to your video, which related videos led to your discovery, or which websites embed your videos. Demographics See the age and gender of your audience. You can adjust time and geographical data to explore how your audience differs before, during, or after specific initiative or in specific regions. Audience Attention The "Hot Spot" feature tells you which parts of your video are hot and which are cold by looking at bounce and rewind rate to videos of a similar length. At any time point in the video, you can see if more or less viewers are dropping off than on average. Community Engagement Observe how many times viewers rate, favorite, or comment on your videos. Canadians, in particular, love music videos.
  8. So let’s being this all together assuming our UK benchmarks. If you invest £50k on TrueView In-stream today, this equates to: 1.25M full views, paid at a £0.04 CPV << Assuming av. CPV and 17% view rate 1M free partial views (expressed as whole views), attributing a £0.02 value per view (so 0.5 x CPV) << Assuming average ‘video played to’ metrics 1.25M free banner impressions, attributing a £2 value per thousand impressions (0.5 x watch page MPU CPM) 15.9K clicks << Assuming 1.27% CTR and £0.35 CPC (average UK display CPC) Cost benefit from potential remarketing << Assumed to be 5% investment 9K follow-on views << Assumed 140 paid views per follow-on view, will vary by advertiser / content type but can substitute with (historical) campaign data Incremental brand queries << Volume and valuation must be worked out for the specific advertiser, based on Hitwise and search campaign data (e.g. CTR, CPC, conversion rate etc.)
  9. 3. Be there for customers actively seeking you out Finally, beyond audiences who may be more challenging to reach and connect with, some of your more interested customers are already actively seeking you out in the moments that matter. That often happens through search, and increasingly, those searches include video, making YT is the #2 search engine in the world. STATS: - The first two rings are stats from a custom path-to-purchase Compete study across 5 LocGov/Sofo industries (home security, jobs, legal services, real estate and online dating). - The 3rd stat: YouTube is The Most Popular Social Platform for Consumers to Learn about Products. A whopping 61% surveyed turn to YouTube to learn about products. Twitter is the most popular social channel for consumers to keep up with brand activities. Nearly half follow brands on Facebook looking for sweepstakes/promotions. (Source: Technorati Media, “2013 Digital Influence Report’, 2/2013) The bottom line is, if you think that consumers aren’t looking at video content before making a decision about your brand, you’re wrong.
  10. First, let’s talk about audience. The world has gone mobile. 2011 was the year of understanding why go mobile, 2012 has been the year of learning how to go mobile and 2013 will be the year of maximizing mobile. Simply put, mobile is integral to our lives. Because our devices have become a persistent extension of our everyday lives, you have the chance to deeply engage with your audience on mobile. Here are 5 data points to that effect, and you are reading 5 more every morning when you open your email and check out your industry newsletters.