DRIVE ENGAGEMENT WITH YOUTUBE TRUEVIEW ADS

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ISSUE THREE JANUARY 2014QUARTERLY STATS, TRENDS AND INSIGHTS ON VIDEO FROM YOUTUBE AND GOOGLEDRIVEENGAGEMENTWITH YOUTUBETRUEVIEW ADSYOUTUBE TRUEVIEW ADS ARE76% MORE LIKELY TO DRIVE ARELEVANT SEARCH BEHAVIORYOUTUBE TRUEVIEW ADS ARE10x MORE LIKELY TO DRIVE ENGAGEMENTON THE ADVERTISER’S YOUTUBE CHANNELthinkwithgoogle.com

Build your audience with FANSHIPFans are a brand’s most powerful customers; they’re active advocates who are also morelikely to purchase with greater regularity. Develop meaningful relationships with your customersby aligning your brand with their passions and become part of their lives and communities.MORE PEOPLE WATCH YOUTUBE THAN WATCH CABLE NETWORKSYouTube is #1 in reaching 18- to 34-year-oldscompared with all cable 8%ESPN38%FAM37%MTVYouTube is #3 in reaching 25- to 54-year-oldscompared with all cable 4%TNT43%CMDY43%USA42%AEN41%HIST(U.S. statistics, Nielsen Quarterly Reach vs Top Cable Nets, November 2013)GEN C CONSUMERS ARE BRANDS’ BEST FANS2 IN 3 GEN C CONSUMERSAGREE THAT: “IF THERE IS A BRAND I LOVE, I TEND TO TELL EVERYONE ABOUT IT”Want to know more? Visit c.html(Global statistics, Ipsos/YouTube Audience Study, December 2013, *Vs. non-Gen C consumers)BECAUSE NOT ALL 18- TO 34-YEAR-OLDS ENGAGE SIMILARLYON YOUTUBE, WE LOOKED AT DIFFERENCES BY GENDERThe top three genres most 18- to 34-year-old womenengage* with are music, comedy and film & animationSPORTS 19%SCIENCE &TECHNOLOGY 19%MUSIC 80%RECIPE &COOKING 15%COMEDY 62%F18-34PETS &ANIMALS 21%RECIPE &COOKING 23%The top three genres most 18- to 34-year-old menengage* with are music, gaming and comedyPETS &ANIMALS 19%FILM &ANIMATION 50%AUTOS &VEHICLES 19%FASHION &BEAUTY 39%Percentage of 18- to 34-year-old women engaging with each topicGAMING 68%M18-34COMEDY 62%FILM &ANIMATION 51%SCIENCE &SPORTS 36%TECHNOLOGY 35%EDUCATION 36%EDUCATION 32%GAMING 31%Percentage of 18- to 34-year-old men engaging with each topicEngagement is defined as any action including comments, likes, favorites, or playlisting a video on YouTube within a certain topic or channel.*MUSIC 76%(Global statistics, Tubular Labs, December 2013)thinkwithgoogle.com

Build your audience with FANSHIPENGAGING WITH COOKING AND FOODCOOKING AND FOOD IS THE FASTEST GROWINGGENRE ON YOUTUBE FOR BOTH MEN AND WOMEN3702.4xMILLIONVIEWSGenerated by top 20 cookingand food channels on YouTube in 2013Increase in subscriptions to the top 20 cookingand food channels on YouTube in 2013CAKEBACONThe most engaging food for men on YouTube31% of men engaged with the topic in 2013The most engaging food for women on YouTube35% of women engaged with the topic in 2013(Global statistics, Tubular Labs, December 2013)TOP TEN MOST SUBSCRIBED COOKING AND FOOD CHANNELS(NUMBER OF GLOBAL SUBSCRIBERS – IN 5ROSANNAPANSINOLAURA VITALE’SKITCHENFOODWISHESCOOKINGWITH DOGSORTEDFOODNICKO’SKITCHENJAMIEOLIVERYOYOMAX12O ROLEGOURMET(Global statistics, Tubular Labs, December 2013)HIGHLIGHTEDYOUTUBECHANNELTHE JAMIE OLIVERFOOD TUBE CHANNELBritish chef JAMIE OLIVER’S YOUTUBE CHANNEL grew its passionatecommunity of food lovers to 600K subscribers with three key strategies:1. ENGAGED FANS WITH ABREAKTHROUGH LAUNCH2. CURATED REGULARCOMMUNITY CONTENT3. BUILT PERSONALCONNECTIONS WITH THE FANSThe Jamie Oliver Food Tube channel builtbuzz by launching with a 30-minute liveshow, preceded by a unique interactive video.The strand “Jamie Presents” showcasesthe latest cooking talent on his channel andprovides regular programming.“What’s Jamie Eating Today?” delightedaudiences with a peek into his daily lifeyet required a minimum of his r-youtube-case-study.htmlthinkwithgoogle.com

Build your audience with FANSHIPThe ways in which consumers use media across devices changes by time of dayEngagement is steadily high on smartphones and desktopsthroughout the day, whereas engagement on tablets and connectedand cable TVs peaks at primetime hoursSMARTPHONEDESKTOPShort bursts of activityUsed throughout the day; theusage does not fade in the eveningConsistent use throughout theday: first thing in the morning,last thing before bedEvening usage is often inconjunction with TV watchingCONNECTEDAND CABLE TVTABLETUse peaks duringprimetime evening hoursUse peaks in the eveningTablets are the most versatiledevice with changing rolesthroughout the dayCable is a constant throughoutthe day, often in the background(U.S. insights, YouTube User Experience Research, Q4 2013)GEN C IS 2x MORE LIKELY* TO AGREE THAT.“THE ONLY ADS I LIKE TO WATCHARE ADS THAT I HAVE A CHOICE TO SKIP”(Global statistics, Ipsos/YouTube Audience Study, December 2013, *Vs. non-Gen C consumers)thinkwithgoogle.com

Harness the power of PARTICIPATIONGone are the days when brands broadcast messages and audiences watched passively. Today brandsare in constant conversation with their fans, following their passions and making relevant, meaningfuland fun contributions to popular culture. Just look at the brand response to Harlem Shake.THE TOP TEN VIDEO ADS OF 2013 GENERATED AN AVERAGE THREEEXTRA VIEWS ON YOUTUBE BRAND CHANNELS FOR EVERY PAID VIEWTOP FIVE ADS FROM THE 2013 YEAR-END YOUTUBE ADS e-leaderboard.htmlEVIANDOVEINTERNET EXPLORERPEPSI MAXPOOPOURIBABY & ME66 MILLION VIEWSREAL BEAUTY SKETCHES60 MILLION VIEWSCHILD OF THE 90S48 MILLION VIEWSTEST DRIVE40 MILLION VIEWSGIRLS DON’T POOP20 MILLION VIEWS(Global statistics, YouTube, December 2013)WHAT’S THE SECRET TO MAKING A TOP AD?THE TOP FIVE ADS WERE ALL MADE FOR YOUTUBE. THEY WEREN’TSIMPLY REPURPOSED FROM TV ADS, AND THEY USE THE EXTRAAIRTIME; THEY WERE ALL WELL OVER A MINUTE LONGWith a clear video strategy focused on creative content and user engagement,Activision’s most popular game franchise, the first-person shooter series Call of Dutyhas pulled 1.9 million subscribers to its YouTube channel and more than half a billionvideo views of its professional content, such as trailers and behind-the-scenes clips.“We look to YouTube as one of the most important communication media we have,and a super large percent of our content is created for YouTube exclusively.”Jonathan Anastas, Activision’s VP-Digital Marketingthinkwithgoogle.com

Harness the power of PARTICIPATIONHARLEM SHAKE WAS THE MOSTSEARCHED TOPIC ON YOUTUBE IN 20131.7 MILLIONVideos posted of orabout the Harlem Shake2.5 BILLIONViews of those videosposted on YouTubeThe meme was established by teenagers in Australia, and brandsuploading their own videos received millions of viewsREDBULLPEPSI7 MILLION VIEWSTOPSHOP7 MILLION VIEWS1.5 MILLION VIEWSVisit www.youtube.com/trends for more trends on YouTube(Global statistics, YouTube, December 2013)TOP TEN CHANNELS OF 2013(NUMBER OF GLOBAL SUBSCRIBERS – IN MILLIONS)19.219.115.1PEWDIEPIEYOUTUBESMOSH14.3HOLA SOYGERMANTop ten channels now A13.4 MILLION SUBSCRIBERSon averageThe average number of subscribersof the top ten channels GREW BY23% from Q3 to Q4 2013(Global statistics, OpenSlate, December 2013)thinkwithgoogle.com

Harness the power of PARTICIPATIONUNAIDED BRAND AWARENESS LIFT VS. CONTROLIrrespective of device, YouTube preroll adsgenerated significant lift in unaided brandawareness vs. control17%(Global insights, Google/Ipsos Mobile Preroll Ad Effectiveness Study across nine countries, Q4 2013)19%DESKTOPSMARTPHONE(16 OF 18 CAMPAIGNS)(16 OF 18 CAMPAIGNS)TrueView gives viewers choice and control over which ads they see and when. In experimentswith real campaigns, we found that TrueView ads drive further engagement with advertised brands.IMPACT ON SEARCHES76%In 12 of the tested campaigns, TrueView adswere 76% more likely to drive a (relevant)web or YouTube search behavior.3xIn 13 campaigns, TrueView ads were3x more likely to drive a relevantsearch on YouTube.IMPACT ON ENGAGEMENT WITH ADVERTISER’S OWN MEDIA74%In 13 campaigns, TrueView adsgenerated 74% lift in those visitingthe advertiser’s site.10xIn six of nine measured campaigns, TrueViewads were 10x more likely to drive engagementon the advertiser’s YouTube channel.Visit l for more information on TrueView(U.S. results, Google/Complete experiments, Q4 2013)EXTRA SPACE STORAGEExtra Space Storage boosted its share of online conversions14x with a cross-channel hyper-local campaign.EXTRA SPACE STORAGE leveraged its YouTube brand channel and social channels, including G , to showcase its spacerental solutions with how-to videos—one of the most popular genres on YouTube—and connect with customers.THIS CONTENT CURATION STRATEGY GENERATED: 200,000 engagements on their YouTube channel14x growth in their share of rentals from online conversions2-3x ROI on the marketing investment created by targeted search and display ads6% increase in conversion rates from prospects who viewed their how-to videos on ce-storage-google-video.htmlthinkwithgoogle.com

Useful linksWant to learn more? Check out the links below.PAGE 2Jamie OliverYouTubeTHE POWER OF GEN .youtube.com/user/YouTubeYoyomax12SmoshThe m/think/collections/the-power-of-gen-c.htmlO Rolê GourmetHola Soy GermanThe n-cconnecting-with-your-best-customers.htmlJamie Oliver FoodTube ChannelGen C Around the World d.htmlConnecting with Gen C on YouTube ics/connecting-withgen-c-on-youtube.htmlTOP TEN MOST SUBSCRIBEDCOOKING AND FOOD CHANNELSEpic sanna aura Vitale’s chenFood g with d FoodJenna anna aPAGE 5http://www.youtube.com/user/nigahigaYOUTUBE ADS /youtube-leaderboard.htmlPAGE 3http://www.youtube.com/user/HolaSoyGermanEvian – Baby & Mehttp://www.youtube.com/watch?v pfxB5ut-KTsDove – Real Beauty Sketcheshttp://www.youtube.com/watch?v XpaOjMXyJGkInternet Explorer – Child of the 90shttp://www.youtube.com/watch?v qkM6RJf15cgPepsi Max – Test Drivehttp://www.youtube.com/watch?v Q5mHPo2yDG8Poopouri – Girls don’t Poophttp://www.youtube.com/watch?v ZKLnhuzh9uYActivision – Call of DutyOne Direction y William GE ube-trueview.html”Extra Space be.com/CallOfDutyRESEARCHPAGE 6http://www.youtube.com/user/sortedfoodTOP TEN BRAND CHANNELSOpenslateNicko’s KitchenPewDiePieTubular http://outriggermedia.comTELL US WHAT YOU THINK ATg.co/ytinsightsfeedbackWANT THE REPORT? FIND IT hgoogle.com

IMPACT ON ENGAGEMENT WITH ADVERTISER’S OWN MEDIA (U.S. results, Google/Complete experiments, Q4 2013) In 12 of the tested campaigns, TrueView ads were 76% more likely to drive a (relevant) web or YouTube search behavior. In 13 campaigns, TrueView ads generated 74% lift in those visiting the advertiser’s site. In 13 campaigns, TrueView ads were

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