YouTube – It is all about Video

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BSI YouTube – It is all about Video

Marketing 2.0 Conference, Paris 2008

Join the conversation
MARKETING 2.0 CONFERENCE
www.marketing2conference.com

It’s all about video
Nicolas Beauchesne
Head of Media Solutions
Google France
Paris, May 6th, 2008

confidentiel et exclusif

Our vehicles for video

confidentiel et exclusif

Every minute, 10 hours
That’s like 7,513
of video is uploaded to
Gladiators…every day.
YouTube…

Google Confidential and Proprietary 3

What Is the Travel Experience?

Needs Vacation Planning Vacation On Vacation After Vacation

4
confidentiel et exclusif

Scale the power of video
confidentiel et exclusif

Country
YouTube
Unique Users
YouTube
Reach 50%+
United States 67,509,000 41.7% Of YouTube Views and
Video Uploads Come
Japan 16,173,000 33.9%
From Outside the US
Canada 14,025,000 58.9%

United Kingdom 10,426,000 31.7% 240M+
Brazil 8,600,000 39% Worldwide unique
France 8,300,000 31.4%
monthly visitors
Italy 7,793,000 32.1% Hundreds of
Spain 7,529,000 40.7% millions
Germany 7,193,000 19.9% of worldwide video
Mexico 4,435,000 38.5% views daily
Australia 3,670,000 31.1%

Ireland 377,000 24.7%

Source: Google Internal Data, Neilsen NetRatings January 2008, Nielsen//NetRatings (October 2007) - US audience Comscore “07, Hitwise “07 confidentiel et exclusif

Europe
22%

USA
Rest of 52%
World
26%

confidentiel et exclusif

Reach out to communities

confidentiel et exclusif

I want to be
entertained The Long Tail
I visit YouTube.com

I enjoy listening
to music
I visit Lastfm.com

I love independent
electro beats
I visit electrogarden.com

I am a huge fan of
Alexey Rybnikov
I visit matrixsynth.
blogspot.com

confidentiel et exclusif

37,700 videos
labelled “tecktonik”

9.1 million views
15,035 comments
12,555 ratings
Video from JeyJey91 8,872 times favorite
confidentiel et exclusif

YouTube Insights

YouTube video YouTube player
in Google Earth on the iPhone

YouTube selection Video results
in iGoogle in Google search

Close the loop around video

confidentiel et exclusif

YouTube selection
in iGoogle

confidentiel et exclusif

YouTube video
in Google Earth

confidentiel et exclusif

YouTube Insights
French videos are viewed worldwide

confidentiel et exclusif

YouTube player
on the iPhone

confidentiel et exclusif

Video results
in Google search

confidentiel et exclusif

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As part of the content development of digital contact points such as websites, blogs and social media hubs, content is developed, prepared and published exclusively from the internal perspective of the companies. Ideally, in close cooperation with different departments, content development focuses on identified keywords and factual insights. Companies try, if at all, to put themselves in the position of the user in order to increase the demand for the corresponding content. As a result, it can be stated that companies see what they want to see.

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We were asked to present the current status of the marketing industry in the form of a presentation at various conferences and internal workshops. The provocative discussion of the current circumstances in our industry was explicitly desired. After a long consideration we chose the comparison between a fictitious marketing board and a drug dealer. This comparison should compare both positions on the basis of different criteria. The distance to the consumer and the detachment of the industry from agencies, consultancies and their customers was only a side effect. This article was discussed with us by agencies and companies for months. The view of pure amusement and self-reflection up to angry bewilderment surprised us. The central statement of this article was not to be insulting or even offensive. Rather the lacking proximity to the customer, to the circumstances of the life and purchase phases and deepened needs of users were brought up for discussion. The contrast and the exaggerated version were only conveyed playfully, without referring to one or a few brand companies. The value of the work within brand-leading companies should continue to be at the forefront of all efforts to take account of change in the marketing industry, better understand direct insights into the needs of customers and pay far more attention to them. At the same time, it should be attempted to change the leadership of marketing today on the basis of new approaches and to define the effect patterns better and more specifically. We ask you to understand the contribution as a humorous discussion and not to process it too narrowly. Thank you.

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YouTube – It is all about Video

1. BSI YouTube – It is all about Video Marketing 2.0 Conference, Paris 2008

2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com

3. It’s all about video Nicolas Beauchesne Head of Media Solutions Google France Paris, May 6th, 2008 confidentiel et exclusif

4. Our vehicles for video confidentiel et exclusif

5. Every minute, 10 hours That’s like 7,513 of video is uploaded to Gladiators…every day. YouTube… Google Confidential and Proprietary 3

6. What Is the Travel Experience? Needs Vacation Planning Vacation On Vacation After Vacation 4 confidentiel et exclusif

7. Scale the power of video confidentiel et exclusif

8. Country YouTube Unique Users YouTube Reach 50%+ United States 67,509,000 41.7% Of YouTube Views and Video Uploads Come Japan 16,173,000 33.9% From Outside the US Canada 14,025,000 58.9% United Kingdom 10,426,000 31.7% 240M+ Brazil 8,600,000 39% Worldwide unique France 8,300,000 31.4% monthly visitors Italy 7,793,000 32.1% Hundreds of Spain 7,529,000 40.7% millions Germany 7,193,000 19.9% of worldwide video Mexico 4,435,000 38.5% views daily Australia 3,670,000 31.1% Ireland 377,000 24.7% Source: Google Internal Data, Neilsen NetRatings January 2008, Nielsen//NetRatings (October 2007) - US audience Comscore “07, Hitwise “07 confidentiel et exclusif

9. Europe 22% USA Rest of 52% World 26% confidentiel et exclusif

10. Reach out to communities confidentiel et exclusif

11. confidentiel et exclusif

12. I want to be entertained The Long Tail I visit YouTube.com I enjoy listening to music I visit Lastfm.com I love independent electro beats I visit electrogarden.com I am a huge fan of Alexey Rybnikov I visit matrixsynth. blogspot.com confidentiel et exclusif

13. 37,700 videos labelled “tecktonik” 9.1 million views 15,035 comments 12,555 ratings Video from JeyJey91 8,872 times favorite confidentiel et exclusif

14. confidentiel et exclusif

15. YouTube Insights YouTube video YouTube player in Google Earth on the iPhone YouTube selection Video results in iGoogle in Google search Close the loop around video confidentiel et exclusif

16. YouTube selection in iGoogle confidentiel et exclusif

17. YouTube video in Google Earth confidentiel et exclusif

18. YouTube Insights French videos are viewed worldwide confidentiel et exclusif

19. YouTube player on the iPhone confidentiel et exclusif

20. Video results in Google search confidentiel et exclusif

21. Thank you confidentiel et exclusif

YouTube – It is all about Video

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