How to integrate campaign. Google Partners Thailand.

1. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary
Integration
Why holistic campaign is best and the truth about Multi-Screen strategy
Patcharamon Aeksarun: Agency Relationship Manager, Google Thailand

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Passive Clutter
Things used to be simple when we had only
a few TV channels, and newspapers… not
anymore…
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3. Google Confidential and ProprietaryGoogle Confidential and Proprietary
… yet connecting & engaging with active
consumers is actually…simple
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Active

4. Google Confidential and ProprietaryGoogle Confidential and ProprietaryConsumers are changing the ways in which they interact with Media

5. Google Confidential and ProprietaryGoogle Confidential and Proprietary
tv ads
News
print adsradio outdoors
Exit 123
Analog
you are looking for shoppers

6. Google Confidential and ProprietaryGoogle Confidential and Proprietary
search mobile online videos display ads
300 x 250
localsocial/reviews
Digital
shoppers are looking for you

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Offline Media
Awareness
Conversion
New ways to connect with users
Online
Consideration
Loyalty
Advocacy

8. Google Confidential and ProprietaryGoogle Confidential and Proprietary
A typical consumer journey
8
Saw my friend with an iPhone5
iPhone 5 VS Note 2
Saw Note Udom TVC
but not sure if
Note 2 is better
Search for review Read review
Ask my friend on social
network
Make up
my mind
iPhone 5 best price
Buy iPhone 5
I should get one
buy online
My new iPhone 5

9. Google Confidential and ProprietaryGoogle Confidential and Proprietary
So what does it means for
distinguished marketer?
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The best marketers are changing too!
People’s behavior has changed…

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“The most important element remains that customers want
and expect a consistent experience across all of their touch
points with companies and products.”
Dwight Griesman, the Chief Marketing Officer at Forrester Research

12. Google Confidential and ProprietaryGoogle Confidential and Proprietary
The Reality Check
Google Confidential and Proprietary

13. Google Confidential and ProprietaryGoogle Confidential and Proprietary
35% Internet penetration in Thailand
source: Left – We Are Social (Singapore), Right – Internet World Stats (Q2, 2012)
• 35% of total population or 26 million users have
internet access.
• Thailand is currently ranked fourth in ASEAN in
term of internet penetration behind Brunei (78%),
Singapore (75%) and Malaysia (61%).

14. Google Confidential and ProprietaryGoogle Confidential and Proprietary
31%
Smartphone
penetration
73%
Search on their
smartphones
every day
Base: National representative population 16+, n= 1.000
Q1: Which if any of the following devices do you currently use?
Base: Private smartphone users who use the Internet in general and who are searching via search engine, Smartphone n= 964
Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your smartphone?
Google Confidential and Proprietary
Thailand
Mobile Landscape
Pop Quiz!

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Mobile: 34%
The game changer in 2013/2014

16. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary
It’s not about Mobile, it’s Multi-screen

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Digital Thai consumers spend more time on the Internet than TV (1/3 of the population (10 hrs VS16 hrs.)
Multi-screens, 1 Consumer

18. Google Confidential and ProprietaryGoogle Confidential and Proprietary
On average we spend
9.8 hours
of our leisure time in
front of screens each DAY!
Smartphone Laptop/PC Tablet Television
Radio Newspaper Magazine
18%
Screen based
non-screen based
82%
18%
Majority of our daily media interactions are
screen-based
Google Confidential and Proprietary

19. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Devices shape user context
Admin Workhorse
- At home or the office
- Task-orientated
- Solitary experience
Couch Companion
- Web surfing and shopping
- Entertainment
- Shared experience
Constant Companion
- Always with you
- In-store
- Personal
PC Tablet Mobile
Down-time Entertainer
- At home
- Non-engagement
- Shared experience
TV
Google Confidential and Proprietary

20. Google Confidential and ProprietaryGoogle Confidential and ProprietarySource: Google internal data,, % of each platform’s traffic shown hourly for one day
Complementary user contexts
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21. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Context drives device usage, consumers move
seamlessly between devices throughout the day
The amount
of time we
have or need
The goal we want
to accomplish
Our location Our attitude and state
of mind
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22. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Source: The New Multi-Screen World, Google 2013
Sequential Usage
Moving from one device to another at
different times to accomplish a task
Simultaneous Usage
Using more than one device at the same time
for either a related or an unrelated activity
There are two types of multi-screen usage
Multi-tasking unrelated activity Complementary usage related activity
90% of usage is considered sequential

23. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Usage isn’t restricted
to just screens
In Thailand,
smartphones are used
while
multi-tasking with
other media
Source: Our Mobile Planet Thailand 2013 n1000
89%
Use smartphones while…
smartphones are
the ULTIMATE
always-on
companion
Google Confidential and Proprietary

24. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Offline Ad Exposure Leads to Mobile Search
24
Ad location
TV
81%
Shop/business
81%
Magazines
68%
Posters / Billboards
64%
87%
have performed
a mobile search after
seeing an ad
However, what currently and mostly happens, when a
consumer watches your TVC, and goes online he/she will not
always find you

25. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Trigger interest,
stimulus
E-commerce,
transaction
Immersive
experience,
engaged
Always-on,
need it now
4
screens
experiences
contexts
Summary: Multi-Screen Experiences

26. Google Confidential and ProprietaryGoogle Confidential and Proprietary
With the fragmentation of screens, you cannot
afford to capture consumer’s attention, interest
through just one screen, or you are guaranteed
to miss connecting with your consumers

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28. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Before jumping into a multi-screen strategy
What is your customer looking for?
! Which is best between the iPhone 5 vs the Samsung
Galaxy S4?
! What’s the price?
! Where can I find it?
! How to look like Chompoo?
! How to set my hair like Dome?
! Does the new CRV consume a lot of fuel?
! Can I plug my iPhone into the Ford Focus?
! What should I eat to lose weight?
! What are the symptoms of the dengue fever?
! When will the Mazda CX 5 be available in Thailand?
! Etc….
Drive with insights!

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Database of Intentions

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Google Trends
Learn about your brand (or anything you may be interested in!) with this tool
Google Trends

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Google Keyword Planner
Google Keyword Tool
Tab into conversation people are making with your brand or territory

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YouTube Keyword Tool
YouTube Keyword Tool

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Key things to consider when developing a cohesive strategy?

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1) Define Business Goals and Target Audiences
Online as an engagement platform

35. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Be there across all devices
the basis of a multi-screen approach: 4 screens, 1 consumer
I am watching your TVC
I saw your product placement
I am interested or curious
I want to have more details on your product
I want to know its price
I want to know how it compares with your
competitor’s brand
I want to know what other people think about it
Will I find your brand here?
Just do the test.
2) Create similar experiences

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+
Context
Target based on where your audience is
Options: Topic, Keyword Targeting
Audience
Reach your audience based on
who they are
Options: Demographics,
Interests, Affinity,
Remarketing, In-Market
Reach the right audiences based on where and who they are
3) Reaching your right audiences with advanced
targeting technology

37. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Reaching your audiences who is interested
in your products
Points of Passion Active Lifestyle Travel Savvy
Arts &
Entertainment
Consumer Habits
Luxury Shoppers Outdoor Enthusiasts Hardcore Gamers
Fashion Forward Travel Buffs 30-Minute Chefs

38. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Why targeting is important? A Case Study

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Great Content, Wrong Engagement
Top demographics
Male, 45 – 54 years

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Rather than targeting any consumers, target those interested in your products
User choose to watch your ad on YouTube Re-market to this user across the GDN
4) Pay only to consumers who is interested in your
products

41. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Full
View
Partial
View
Shared
View
Earned
View
Fan
View
View with a
Click-through
Full Value of
TrueView
Take advantage of the “Full Value of View”

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5) Understand the Power of Context

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"By adding information about where someone is,
what device they’re using, and the time of day,
marketers can figure out the best message to
show them – not just at that moment, but for that
moment.”
~Lisa Gevelber~
VP Marketing, Google
Google Confidential and Proprietary

44. Google Confidential and ProprietaryGoogle Confidential and Proprietary
11:14 am
At home
On laptop
7:30 pm
Downtown
On phone
PizzaPizza
Saratoga Pizza $3 Slices
m.saratogapizza.com
Enjoy our $3 counter slices.
Or try a $10 carryout dinner.
Directions - $10 Dinner Specials
1.1mi
Call
Saratoga Pizza for Lunch – Order online, ready in 15 mins.
www.saratogapizza.com/
Fast, free delivery or dine in.
Order Online Now
Delivery Map
2 Large Pizzas for $15
Party Menu & Delivery
118 people +1'd or follow Saratoga Pizza
Being relevant to the moment!

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Enhanced campaigns for display
Powerful bidding for the multi-device world
Time Location Device
InterestsUsers AgeGender Placements

46. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Call extension App extensionLocation extension App Promotion format
Optimize creative & extensions (sitelink, call, app) based on your customer's
context and device capabilities
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Perfect ad – One that adapts itself to any context

47. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary
6) On the Internet, users do not
consume content, they ‘engage’ with it

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What’s the difference between
a commercial and content?

49. Google Confidential and ProprietaryGoogle Confidential and Proprietary
YouTube moves people to choose your brand
Through…
Audience
Find your most
valuable audience
Expression
Express your brand in the
most compelling way
Participation
Deepen connections
through participation

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Top Subscribed Brand Channel

51. Google Confidential and ProprietaryGoogle Confidential and Proprietary
>
>Advertisement
TrueView: Increasing your discoverability
Distributed across YouTube and Google Display Network

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Video Annotations
NEWEngage/interact and hold dialog with viewers to take action
http://www.youtube.com/watch?v=noOAKmlHZEE

53. Google Confidential and ProprietaryGoogle Confidential and Proprietaryhttp://www.youtube.com/user/NIVEAUK/custom

54. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Building a Community
A gadget lives on a YouTube channel and provides advertisers with a space to
customized experiences.

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Custom Site w/ Engaging Features
Interactive Video +
Custom playlist
Nespresso
Social Conversation
+ Map + Searching
Barilla
Global channel
+ IP Detection
HSBC
Interactive Video +
Language selector
Wall’s Ice Cream

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Nissan
Games
Cheetos

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Playlist Creator
Hawaii Tourism
Tourism Australia

58. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Brands can interact with fans with
bold and innovative content that
couldn’t exist on other platforms
Google Confidential and Proprietary

59. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Offline Media
Awareness
Conversion
Online
Consideration
Loyalty
Advocacy
Google solutions to drive users through the purchasing funnel

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61. Google Confidential and ProprietaryGoogle Confidential and Proprietary

62. Google Confidential and ProprietaryGoogle Confidential and Proprietary
• 80 TV stations in 50 countries
• Most watched live stream in history
• 216,000 likes, 10,000 comments and
over 29,000 shares within 40 minutes
• The sponsorship transcended sports
and entertainment into popular culture,
hitting new consumers that Red Bull
does not usually capture, on a global
scale.
• Raised sales! Sales rose 7% to 1.6 billion
in the US!
Redbull Strato

63. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Pepsi Max

64. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Goals
● Build brand love and loyalty
● Turn beauty into a source of confidence, not
anxiety for women
Approach
● Produced a 3 minute video, Dove Real Beauty
Sketches, which was uploaded in 25 languages
to 46 Dove YouTube channels.
● Launched and ignited video globally with the
support of TrueView in-stream, TrueView in-
search, YouTube homepage masthead, and
search ads.
● Encouraged audience participation through
YouTube brand channels, YouTube video
responses, Google+ Hangouts, and Google+
page.
Authentic expression of Real Beauty catapults Dove to 163 million global
views on YouTube

65. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Results
● Over 163 million views globally
● 8M follow-on views from TrueView alone
● 4.6 billion PR and blogger impressions
● Reached 275,000 followers on Google+
● #1 on the Cannes YouTube Ads
Leaderboard
● Won Titanium Grand Prix at 2013 Cannes
Lions International Festival of Creativity
Authentic expression of Real Beauty catapults Dove to 163
million global views on YouTube

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Cheetapult
Google Confidential and Proprietary

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Cheetahpult
A snack-attack game that turns your phone into a slingshot

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Evian Baby & Me
(87,535,962 views and counting!)

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Evian Baby & Me App Download

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Evian Spider-Man - The Amazing Baby & me 2

71. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Nike wins on brand association, despite not being a sponsor at the
World Cup or Olympics
"The World Cup Brand Winner: Adidas or Nike?", Elie Ofek,
Harvard Business Review Blog, July 9, 2010
What they did: "Write the Future" (2010 World Cup)
3-min YouTube video depicts soccer stars whose
athletic accomplishments and failures change their
lives, and even affect world events.
What they accomplished:
"Nike enjoyed more than double the share of buzz
associated with the World Cup than its rival Adidas
(30.2% share of buzz vs. 14.4%).", despite not being an
official sponsor like Adidas.
-Nielsen

72. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Nike wins on brand association, despite not being a sponsor at
the World Cup or Olympics
What they did: "Find Your Greatness"
(2012 Olympics)
Centerpiece: Film launched online, before TV
Supported globally by YouTube homepage masthead
Twitter: #findgreatness ignites conversation amongst
athletes finding their own greatness
What they accomplished: "37% identified Nike as an
Olympic sponsor, compared to 24% for real sponsor
Adidas... Adidas has already pulled out of sponsoring
those games."
-Toluma Global Omnibus Survey
"Nike Ambushes Adidas on World Stage … Again",
Mallory Russell, Ad Age, July 31, 2012

73. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Nike wins with digital
"Nike's spending on TV and print advertising in the U.S. has
dropped by 40% in just three years, even as its total marketing budget
has steadily climbed upward."
"Before, the biggest audience Nike had on any given day was when 200
million tuned in to the Super Bowl. Now, across all its sites and social
media communities, it can hit that figure any day."
"Nike's new marketing mojo", Scott Cendrowski,
CNN Money, February 13, 2012

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Volvo Truck – The Epic Split
69,629,277 Views

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77. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary
Nissan Mexico’s biggest launch of the year, the Pathfinder, featured 13 video ads and a
new approach to remarketing in AdWords for Video. Nissan connected their stories by
making sure that users who watched their videos were shown a new one each time.
Nissan: Build Awareness / Grow Loyalty & Retention

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Three:
Build Awareness and Grow Loyalty & Retention

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Three:
Build Awareness and Grow Loyalty & Retention
Google Confidential and Proprietary

80. Google Confidential and ProprietaryGoogle Confidential and Proprietary
now, let’s ask ourselves…
Google Confidential and Proprietary

81. Google Confidential and ProprietaryGoogle Confidential and Proprietary
• integration isn't about saying the same thing in different
channels. Is your brand connect with audiences by being
relevant to the moment? How can you use signal such as time,
location and device to plan your campaign?
• Multi-screen, not mobile, is a new channel. What is your current
brand presence across all devices? What is your plan?
• What are ways to engaged your audiences with bold and
innovative content that could not exist on other platforms?. Are
you ready to move your audiences to the lower purchasing funnel
with what digital has to offer?
Google Confidential and Proprietary
• It’s all about consumer touch point. The consumers have
changed, as a marketer, have you?

82. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Wrap up!
Great Marketers are ones who can
connect with people in specific, real-life
moments that matter
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83. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Thank you!
Google Confidential and Proprietary