Beauty study 2015 presentation chanel v10 final

an evolving ecosystem and industry
beauty
on YouTube

Agenda
- New members on Pixability CHANEL team
- Beauty on YouTube 2015 study
- New Pixability features
2
Pixability | CHANEL on YouTube | August 2015

Key Questions
- What does the 2015 YouTube beauty landscape look like?
- What’s the importance of mobile?
- What types of paid advertising work best on YouTube?
- Which brands are spending on YouTube advertising?
- Which beauty content creators still matter?
- How can brands best engage with influential creators?
3

5

Monthly views of beauty content on YouTube
are accelerating over time
6

Popularity of brand-produced YouTube beauty
content continues to grow
7
Beauty Industry
All YouTube videos mentioningbeauty topics;
45.3B Views
Total Brand Conversation
All videos mentioninga beauty brand;
20.3B Views, 44.8% of Total Space
CHANELBrand Footprint on YouTube
All videos mentioningCHANEL
2.5B Views, 5.5% of Total Space
CHANEL’s Channel
Cumulative views on CHANEL’s channel
178M Views, 0.4% of Total Space
The overall brand conversation around beauty brands on YouTube has increased
by 52.8% in the past year.
Source: Pixability Software v3 Aug 2015

Leading beauty brands on YouTube by views
0
5M
10M
15M
20M
25M
30M
35M
40M
45M
50M
Views
Source: Pixability Beauty & Fashion Study 2015 Pixability | CHANEL on YouTube | August 2015
Total channel views in 2014

51% of YouTube beauty videos
feature makeup
Monthly views of makeup-related videos are growing faster on YouTube than any
other beauty topic.
9

Perfume Leads in Engagement Rate
0
0.5
1
1.5
2
2.5
3
3.5
4
Perfume Body Clothes Makeup Nails Hair
Sharesper1000Views
Engagement Rate
Big budgets, high production value and celebrities all combine into the
high engagement rates of perfume films
Engagements = likes, dislikes, comments, Facebook Shares & Tweets
Source: Pixability Beauty & Fashion Study 2015
10

CHANEL’s latest Perfume Pre-Rolls/ In-Display Ads
11
BLEU DE CHANEL: The Film ft. Gaspard Ulliel
Views: 3,001K
Engagement: 8K
Campaign: In-Display
COCO MADEMOISELLE: She's not there – CHANEL
Views: 11,316K
Engagement: 258K
Campaign: In-Stream
CHANCE EAU VIVE: The Film – CHANEL
Views: 610K
Engagement: 13K
Campaign: In-Stream
CHANEL N°5: The One That I Want - The Film
Views: 11,201K
Engagement: 442K
Campaign: In-Display
*Engagement= Likes, Dislikes, Comments, Shares, Tweets on YouTube, Facebook and Tweeter

Leading all time beauty videos for engagement
Source: Pixability Beauty & Fashion Study 2015 Pixability | CHANEL on YouTube | August 2015
CHANEL has 3 of the top 10 videos for engagement volume of all time.

The world of beauty on YouTube is
increasingly a mobile one
55% of YouTube
beauty views occur
on mobile devices
13

YouTube Advertising
in Beauty
14

YouTube Ad Revenue growth
15
CBS Ad Revenue
YouTube Ad Revenue
AMC
Networks Revenue
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
2007 2008 2009 2010 2011 2012 2013
(Millions)
YouTube Ad Revenue vs. CBS vs.AMC

CPMs Compared
CPMs are over 35% higher on TV than YouTube TrueView instream.
16
Source: Mediapost / SQUAD research for TV & cable CPMs
$0
$5
$10
$15
$20
National TV network Cable YouTube TrueView
CPMS
National TV network
Cable
YouTube TrueView

Brands are investing more heavily in YouTube advertising
Source: Pixability estimates based on videos with >100,000 views on top 80 U.S. beauty brand channels.
85%
88%
92%
95%
96%
97%
2010 2011 2012 2013 2014 2015
% of brand video views generated by paid ads (TrueView)
YouTube search
algorithm change

Projected TrueView Spending Share by Corporate Groups
18
COTY
3%
Estee Lauder
2%
J&J
9%
LUSA
28%
Other
9%
P&G
19%
Revlon
3%
Unilever
7%
CHANEL*
9%
Dior*
11%
Source: Pixability estimates based on videos with >100,000
views on top 80 U.S. beauty brand channels.
2014 TrueView Spending
Estimate

A changing line-up of ad spenders, with L’Oreal and P&G brands investing more heavily
Rank (by estimated
TrueView ad views)
Top brand channels
2014
Top brand channels
2015
1 Dior* Dior*
2 CHANEL* maybellinenewyork
3 covergirl covergirl
4 doveunitedstates doveunitedstates
5 LancomeStudio GiorgioArmaniBeauty
6 GarnierUSA CleanandClearUS
7 olay olay
8 aveeno Pantene
9 Schwarzkopf GarnierUSA
10 yslparfums CHANEL*
Source: Pixability estimates based on videos with >100,000 views on top 80 U.S. beauty brand channels.
*=channels with a
global footprint

What types of YouTube ads resonate with the new beauty consumer?
100%
118%
130%
30s Commercial 90s Tutorial 2.5 minute Tutorial
Website Visit Length (Page Views)
• Repurposed 30-
second commercials
are just baseline on YT
• Longer form beauty
content (ie. hauls, tips
and tricks, tutorials,
“how-to” videos) earns
higher engagement
and more page views
Pixability | CHANEL on YouTube | August 2015Source: Pixability Software Jan 2015

Growth opportunity: long-format ad content
21
Length: 5:01min
View Rate: 22.08%
22% higher than benchmark*
Length: 60sec
View Rate: 22.86%
Length: 60sec
View Rate: 20.18%
*Pixability Benchmark of View Rate (View/ Impression) in 2015 is 18%
**Source: Pixability Software v3 August 2015

Longer-format CHANEL videos show high engagements
22
Fall-Winter 2015/16 Ready-to-Wear CHANELShow
Length: 18:11
Views: 689,313
24K Unique Viewers;3,274 YouTube Likes
Spring-Summer 2015 Ready-to-Wear CHANELShow
Length: 10:36
Views: 1,185,711
36K Unique Viewers;6,475 YouTube Likes
Viewers enjoy longer content on YouTube. Fashion Show videos entice audience to stay and
engage with the brand.

Earned View Success from Advertising
CHANEL’s Chance Campaign is recording an earned view rate of 11% overall
and 66% for in-display, which is over 100% higher than Pixability’s
benchmarks in August.
23
How is this success being achieved?
1. Powerful video creative
+
2. Hyper targeting from Pixability

the changing
creator landscape
24

Today’s celebrities are YouTube creators
YouTube beauty vloggers increasingly have mainstream
appeal, well beyond the youngest audience segments.
Beauty vloggers Bethany Mota and Grace Helbig were
named by TIME magazine in March 2015 as some of
the 30 most influential people on the Internet, together
with Barack Obama and Taylor Swift.
25
Image source: Bethany Mota in 2014 MTV Movie Awards (Celebuzz)

The most viewed beauty stars of 2014
Many of the most recognizable stars continued to gain views, joined by some new faces. The top
creators beat the largest brands on YouTube in reach.
0
10M
20M
30M
40M
50M
60M
70M
80M
90M
Viewsin2014
26

The next generation of creators is growing
faster than YouTube’s original beauty gurus
Macbarbie07
(Bethany Mota)
9.2M channel
subscribers
zoella280390
(Zoella)
8.8M channel
subscribers
MichellePhan
(Michelle Phan)
7.9M channel
subscribers
27

Hybrid beauty brand/creator channels drive more
audience engagement than brand channels
Destination Beauty Channel
L’Oreal Paris
I Love Makeup Channel
Bobbi Brown/Estee Lauder Companies
28

Case Study: ILM & Bobbi Brown
I Love Makeup grew its subscriber base 235% in 16 months while Bobbi
Brown grew 83%. The channel is now expanding to other ELC brands beyond
Bobbi Brown.
29

30
ILM is Expanding into Higher-Priced Product
Segments and a 35+ Audience Focus

Pixability YouTube beauty space trend analysis
31

zoella28039
Fashion, beauty, and lifestyle videos
32

Working with creators: brand vs. creator owned
Brand owned content –
Contentresides on brand channel.
Examples channels:
Destination Beauty
Pros of this approach:
• All of the engagement, views and minutes
watchedachievedfrom the video are directly
attributed to the brand channel.
• Will be able to support the video with
advertising on YouTube, which will increase
the awareness video.
• Brand controls the production and final
creative.
Cons of this approach:
• No exposure via the creator’s channel (i.e.in
front of their millions of subscribers)
33
Creator owned
Contentresides on the creator channel.
Example Channels:
Pixiwoo
Pros of this approach:
• The video will be pushed to the creator’s audience,
which coulddrive brand awareness with millions of
subscribers to a creator’s channel.
Cons of this approach:
• Brand will not own the engagement, views and minutes
watchedachievedfrom the video, meaningthat all of
this will live on the creator’s channel.
• YouTube TrueView advertisingwill not be available.
• Brand will not fully control the final creative.

Facebook Video
opportunities
for CHANEL

Facebook is the New Big Player in Video
35
• Averages 4B video views each day
• 75% video views are from mobile
• Up to 4B views per day
• 50% of views are from mobile

Native In-Stream Ad Units on Facebook
37
Desktop Mobile

Video views: comparing YouTube & Facebook
38
• Facebook videos autoplay in the news feed
(organic & paid).
• A view is counted after a 3 second
impression in a news feed (as an autoplay).
• Views can be counted on mute.
• An organic (free) view is counted when the
viewer clicks ‘play’
• Ad Views are counted for completed views or
for views at 30 seconds and above.

Video Ad Performance: comparing YouTube & Facebook
39
Stronger for pure reach and conversions
• Cheaper CPM
• Higher click-through numbers, lower click
prices
• Just one type of video ad unit
Stronger for deeper engagement with content
and for long watch times
• Cheaper Cost Per View (CPV) for 30 second+
views (by a factor of 3-4)
• Much higher video completion rates
• More ad units (incl. search and display)
Source: Pixability research

Preview:
Pixability Facebook & YouTube Ad Reporting
40
Single UI for campaign reporting
on both YouTube and Facebook
First beta version currently in test
and finalization
Goals: Full coverage in Q4 2015,
first cross-platform metrics
available.

Pixability Facebook ad buying workflow
41
Strongly automated buying workflow for complex FB ad campaigns.

1. Beauty on YouTube is more popular than ever before.
2. The beauty creator landscape is changing,so brands need to make
sure to collaborate with the right talent.
3. Brands are increasing their ad spend on YouTube.It’s more
important than ever to have a focused investment strategy.
4. It’s not just about views anymore – audience engagementand
channelsubscribers matter more than ever.
5. Facebook is the new big player in video advertising and needs to
be treated in a different way.
Key Takeaways for Beauty Brands
42

Video discoverability: video views
45
• High emphasis on paid advertising views for
discoverability for brands.
• No organic video search engine optimization
capabilities.
• Facebook and YouTube videos can be shared
with friends.
• Content creator stars on YouTube have yet to
achieve an SOV on Facebook.
• High emphasis on paid advertising views for
discoverability for brands.
• 2nd leading search engine in the world
• Social shares mainly take place on 3rd party
sites
• Brand and content creator channels are
destinations for watching content.

Video advertising: formats
46
• Ads are autoplays in news feed.
• Advertiser pays after 3 seconds of an
impression on mute.
• Ads purchased on a CPM or CPV.
• Ads are skippable or non-skippable format.
• Advertiser pays for completed view or 30 seconds.
• Ads purchased on a CPM or CPV.
• Indisplay (insearch or indisplay) or instream formats.

Video advertising: targeting capabilities
47
• Device
• Demographics
• Geo-targeting
• Extensive user data (including CRM)
• Remarketing (website)
• Behavioral
• Content
• Device
• Demographics
• Geo-targeting
• Limited user data
• Remarketing (video & website)
• Behavioral
• Content

Growth opportunity: evergreen content
Keep evergreen content on official brand channels to avoid lost views.
48

Growth opportunity: high-end/luxury collaborations
Sponsor beauty tutorials to leverage creator authenticity and influence.
Within YouTube’s broader collection of
beauty videos, only 3.5% of tutorials
are currently sponsored by brands.
49

50
Pixability | CHANEL on YouTube | August 2015Source: Pixability Software v3 August 2015
Growth opportunity: high-end/luxury collaborations
In Mar 2015, Michelle Phan partnered with Endemol Shine Group’s ICON
network to launch a global premium lifestyle network on YouTube, and
elsewhere for other lifestyle video bloggers.

Growth opportunity: mature beauty
The mature beauty (45+) segment is gaining more attentions on YouTube.
CHANEL’s mature footprint has grown by 33 times since 2010.
Mature Beauty CHANEL’s footprints
in Mature Beauty
4.31 33.06
Mature Beauty Space* on YouTube
- .14% of all beauty videos on YouTube
- 7,537 related videos
- 65.4 million combined views
51
0
.5M
1.0M
1.5M
2.0M
2.5M
Jan-10
May-10
Sep-10
Jan-11
May-11
Sep-11
Jan-12
May-12
Sep-12
Jan-13
May-13
Sep-13
Jan-14
May-14
Sep-14
Jan-15
May-15
Views Over Time
Chanel's Mature
Beauty
Mature Beauty
Growth Times on YouTube Views Between 2010 - 2014
*Mature Beauty space refers to videos views including keywords targeting to older beauty audience into their metadata.
**CHANEL’s footprints refers to any views in a video mentioned CHANEL in the Mature Beauty Space.

52
Growth opportunity: mature beauty
Bridal Makeup Tutorial | Simply Sona
Product: CHANEL Mascura
Video views: 2,575K
Channel: MakeupBySona
Channel Subscribers: 328K
HUGE #TreatYoSelf Haul! (Cali Shopping)
Product: Le Blanc De CHANEL
Video views: 423K
Channel: KathleenLights
Channel Subscribers: 1,254K

Growth opportunity: men’s grooming
Become a trusted content provider
for the men turning to YouTube for hair,
styling, and shaving how-to videos.
- 3,341 Channels
- 383 Million total views
- 2.6% of all beauty content
- 28.5 Million combined
subscriberships
- 92% of views are hair styling
and shaving content
53

Growth opportunity: men’s grooming
54
Men’s Grooming
All YouTube videos mentioning men’s grooming
topics;
347M Views
CHANEL Footprints on Men’s Grooming
Conversation
All videos mentioning CHANEL in men’s grooming
space
15.2MViews, 4.38% of the Men’s Grooming Space

YouTube’s beauty creator A-list is changing
55
Jenna Marbles
Total Views: 1,835M;
Subscribers: 15.4M
Over 54% of viewers are age
18-34
Lauren Curtis
Total Views: 200M;
Subscribers: 3.1M
Over 52% of viewers are age 18-
34
Nicole Guerriero
Total Views: 191M;
Subscribers: 2.2M
Over 61% of viewers are age 18-
34

Beauty creators continue to own the majority
of the YouTube beauty space
Creators receive more YouTube search interest than beauty brands.
56
0
20
40
60
80
100
120
dior
Bethany Mota
Zoe Sugg
chanel
burberry
YouTube Search Interest Over Time

Beauty study 2015 presentation chanel v10 final

Beauty study 2015 presentation chanel v10 final

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