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January 19th, 2013


YouTube               Desk research
The gate to video     By Jeremy dumont
brand content
INTRODUCTION
• Video content has been spotted as one the main trends of paid media by the
  IAB (videos aired in advertising spaces such as banners).

• Facebook has raised himself as the #2 on line destination in the USA after
  google, according to comscore, making earned media a priority for
  advertisers (content, such as text, image or video shared by people)

• youtube has become the gate to owned content on line, with video brand
  content entering countries TOP 10 youtube most watched online videos of
  the year (videos posted on youtube brand channels)

…Many youtube advertisers start having video BRAND CONTENT at the heart
of their digital strategy to make paid, owned and earned work in synergy for
their brand.
The rise of “converged media” strategies
Video brand content at the heart of a paid, owned, earned campaign

                                                      Earned Media
                                                       Earned Media
        paid Media
         paid Media




  Owned Media
  Owned Media
76% watching Video on line (worldwide data), more than
checking bank account or using social network
Video content is the most effective type of content for
advertisers, they are planning to use it more in the near future
Youtube, one of the key touch points to reach consumers
prior to engage relationship and sell.




                                      Our data show that customers turn to
                                      reach, depth and relationship channels
                                      at different stages of the life cycle --
                                      regardless of whether those channels
                                      are digital or traditional, or whether
                                      they're earned or owned or paid.
                                      Nate Elliott, vice president and
                                      principal analyst at Forrester Research.
Youtube video content is worth exploring for brands wanting to
engage the “always addressable customers” with useful and
engaging content when they need it …on line…




 Forrester Research.
Youtube is at the forefront of the new way brands advertise using
brand content to engage consumers : real time content marketing




   Forrester Research.
PLAN

•Section 1:
 The online video market

•Section 2:
 YouTube, the main on line video player

•Section 3:
 How brands use Youtube ?




                                          1
facts &
   Section 1:      figures
The online video
    market




                             11
SUMMARY OF THE ONLINE VIDEO MARKET

• US is a large market with 183 Million on line video viewers in 2011
  however Europe is next (140 Million viewers in 2011)

• Americansare increasingly watching videos through their computers and
  mobiles : 8 hours per month in 2012

• Most of the U.S. Internet users are watching videos online : 87.3 percent
  of the U.S. Internet audience in December 2012

• Streaming video ads reached 53 percent of the total U.S. population in
  December 2012. Comscore Dec 2012

• In teh years to come, people are expected to be watching more videos,
  longer videos with the rise of shows and movies on demand on line.




                                                                              1
US is a large market in terms of number of on line video
viewers, however Europe is next

                         (millions)




                                                           13
Americans are increasingly watching videos through their
    computers and mobiles
• Americans spend most of their time watching TV on TV (95% of viewing time),
 however they are spending 4 hours through their computer and 4 hours
 through their mobile watching video online. Nielsen 3Q 2012




                                                                                14
Most of the U.S. Internet users are watching videos online

• 87.3 percent of the U.S. Internet audience viewed online video in
  December 2012. Comscore Dec 2012




 *A video is defined as any streamed segment of audiovisual content, including both
 progressive downloads and live streams. For long-form, segmented content, (e.g. television
 episodes with ad pods in the middle) each segment of the content is counted as a distinct
 video stream.Video views are inclusive of both user-initiated and auto-played videos that are
 viewed for longer than 3 seconds.
Half of the US population is watching advertising videos on line
• Streaming video ads reached 53 percent of the total U.S. population in
  December 2012. Comscore Dec 2012




 *Video ads include streaming-video advertising only and do not include other types of video
 monetization, such as overlays, branded players, matching banner ads, etc.
 **Indicates video ad network
 †Indicates video ad exchange/DSP/SSP




                                                                                               16
The video online market is expected to grow for advertisers

 •In the years to come people are expected to be watching more videos,
 longer videos with the rise of shows and movies on demand on line.
facts &
                       figures
     Section 2:
YouTube, the main on
  line video player
SUMMARY OF YOUTUBE FOCUS WITHIN THE ONLINE VIDEO
    MARKET
• YouTube is a top online destination in most countries

• YouTube is one of the top 5 online destinations in the US : #4 with 130
  600 000 unique visitors in september 2012

• Youtube is the main access for online videos in the US (54%)

• People are not searching the same video content online as on broadcast
  TV…

• YouTubers are massively uploading content showing up in search
  engines

• LIKES/DISLIKES on YouTube…also impact search results…




                                                                            19
SUMMARY OF YOUTUBE FOCUS WITHIN THE ONLINE VIDEO
    MARKET
• However, YouTube main weakness is “time spent per viewer” and it’s
  being challenged by other players such as netflix and Hulu.


• YouTube is now showcasing professional quality content through
  partners channels to engage further it’s audience : VEVO, Fullscreen,
  Maker studio….


• YouTube is on it’s way to become a premium video platform: from UGC
  to premium content

 All it’s content is going off line with GOOGLE TV …




                                                                          20
YouTube is a top online destination in most countries




                Nielsen 3Q 2012
YouTube is one of the top 5 online destinations in the US

 YouTube was nb 4 with 130 600 000 unique visitors in september 2012.
  NIELSEN
YouTube is the main access for online videos in the US (54%)

 YouTube is the main online destination (#1 in unique viewers, #2 after netflix on
  time spent (NOTE: netflix a movie rental/purchase site)
 YouTube is also #1 destination for video on mobile
People are not searching the same video content online as on
broadcast TV…




                                                               2
YouTubers are
massively uploading
content showing up
in search engines




                      25
LIKES/DISLIKES on YouTube…also impact search results…




                                                        26
However, YouTube main weakness is “time spent per viewer “


 YouTube is being challenged by netflix, hulu
  NIELSEN sept 2012




                                                                    27
YouTube is on it’s way to become a premium video platform
•From User generated content to professional content




 •From music content to other topics of interests
YouTube is now showcasing professional quality content through
  partners channels to engage further it’s audience

•A close look at YouTube top partner channels shows that people
can now watch all sorts of professional content (music, gaming and
news content)…




                                                                     29
All it’s content is going off line with GOOGLE TV …

 However GOOGLE TV is still small today
     A total of 64 exclusive Google TV applications available on the platform but less than a million
      actually been used
facts &
                           figures
       Section 3:
How brands use Youtube ?
SUMMARY OF HOW BRANDS ARE USING YOUTUBE
• 2012 witnessed content based social networks growth for advertisers :
  Twitter, youtube, pinterest…

• Youtube is the biggest video content social network : YouTube comes right
  after Facebook’s in audience

• Brands have created the buzz successfully in 2012 with video content on
  youtube.
    Brands can use youtube Trueview to tap into the youtube audience
    Pre roll on youtube is the ideal format for TV advertisers
    Brands can leverage youtube channels to generate views
    Youtube brand channels allow brands to broadcast their own video content on
     youtube
    Youtube brand channels are integrated into the overall digital campaign and
     often within on/off campaigns
                                                                                   32
SUMMARY OF HOW BRANDS ARE USING YOUTUBE
• Brands usage of Youtube is boosted by branded youtube channels : 79% of
  companies are now using a branded YouTube channel, compared to 57% in
  2011.

• Youtube chanels are at the forefront of a new way to advertise on line
   • Successful brands on youtube are adopting the liquid and linked strategy
   • To get their content watched brands are proposing brand content the youtube
     audience will care about, love, and share.
   • Engaging video brand content can drive sales on youtube !

• Brands are discovering a new set of analytics beyond « number of views » :
  time spent watching, likes, shares
   • How did the top 5 videos performed on youtube in 2012 against those analytics ?

• New agencies are helping brands build such experiences on line

• Companies are fighting to help them measure their online and often off line
  content experiences (TV + video content)
                                                                                       33
2012 witnessed content based social networks growth for
   advertisers
• Twitter, youtube are content based social networks vs. Facebook which
is profile based like myspace or linkedin).
    •49.9% US agencies used YouTube for clients' social media campaigns vs
    82,4% using Facebook. Q3 2012 STRATA
    •pinterest is the new trendy content based social network of 2012




                                                                             34
Youtube is the biggest video content social network

• YouTube is now serving 4 Billion Videos Daily
    Source : youtube




• YouTube is right behind Facebook in audience
     ̶   800 million people visit youtube every month in the world (vs. 1 Billion for facebook)
     ̶   They spend 23 minutes per day on the site, and they rate or add comments
         to more than half of all YouTube videos.
     ̶   They share and favorite millions of videos every day. And they watch it
         anytime and anywhere - over 400 million videos viewed with YouTube
         mobile.
http://www.youtube.com/t/press_statistics


                                                                                                  35
Brands have created the buzz successfully in 2012 with video
content on youtube

 •The Republican National Committee live streamed the 2012 Convention on YouTube.
 Over 5 million viewers watched the Convention video that existed on the site for only
 one week.
 http://info.thismoment.com/RNC-YouTube.html

 •Red Bull Stratos, sponsored by Red Bull Energy Drink, was the most-watched live
 event on YouTube, with 8 million viewers watching Felix Baumgartner's 24-mile jump
 from the edge of outer space.
 https://www.youtube.com/watch?v=FHtvDA0W34I

 •Among the most talked-about YouTube ads was the Honda CR-V Super Bowl spot.
 Based on Matthew Broderick's character in "Ferris Bueller's Day Off", the ad smartly
 positions the CR-V as a car that helps consumers enjoy life.
 https://www.youtube.com/watch?v=VhkDdayA4iA




                                                                                         36
Brands can use youtube Trueview to tap into the youtube
audience




           http://www.youtube.com/yt/advertise/promote.html
Pre roll on youtube is a great format for TV advertisers




            http://www.youtube.com/yt/advertise/in-stream.html
Brands can leverage youtube channels to generate views
•Advertising brand content can be featured in other media channel
from YouTube professional partners or any broadcaster
Youtube brand channels allow brands to broadcast their own
video content on youtube
•YouTube is developing channels that are more topically specific and
interactive than what viewers are currently able to find through traditional,
one-way broadcasting channels.
YouTube private channels allow brands to showcase their brand content
videos, stand alone videos with quality content to be watched, in more
experiential ways .coca-cola.tv/mx/youtube/ytv
YouTube brand channels are integrated into the overall digital
campaign and often within on/off campaigns
•Procter has used youtube for it’s “thank you mum” campaign with
success (the videos were part of youtube most viewed videos of 2012
in the US
Brands usage of YouTube is boosted by branded youtube
   channels
 In 2012, the vast majority of companies (87%) are using at least one of the
  major social platforms to communicate with online stakeholders, with by
  far the largest growth in corporate usage occurring on YouTube.
 There has been a 39% jump in the number of companies with a branded
  YouTube channel. 79% of companies are now using a branded YouTube
  channel, compared to 57% in 2011. These channels each average more
  than two million views and 1,669 subscribers.
Burson-Marsteller




                                                                                42
Youtube chanels are at the forefront of a new way to advertise
on line

 « Companies are now integrating more original multimedia content to
  share with followers on Twitter, Facebook and YouTube. » Says Mark Penn,
  Burson-Marsteller Worldwide CEO
 "With predictions that video content is going to comprise of about 90% of
  internet traffic in the next few years it makes sense that there's been a
  surge in companies investing in video-based platforms, such as YouTube.
  It's also great to see that a large proportion of companies are responding
  to, and engaging with, their audiences online, rather than just establishing
  platforms to push out content ». Says Carly Yanco, head of digital, Burson-
  Marsteller Australia




                                                                                 43
Successful brands on youtube are adopting the liquid and linked
  strategy
 « Brands can't buy their way to greatness any more », said Wendy Clark,
  Coca-Cola's head of integrated marketing and communications,.
 But brands can follow her "liquid and linked" approach to cross-media
  marketing, she said: "liquid" because the market landscape is constantly
  changing, and "linked" because no matter which media are used (or how),
  all brand messages should adhere to the overall strategy.
 So it's essential for Coca-Cola, and other marketers with big ambitions, to
  work all types of media -- paid, earned, owned and shared -- for their highest
  yields.




                                                                                   44
To get their content watched brands are proposing brand
content the youtube audience will care about, love, and share.




Philadelphia TV channel is
broadcasting quality content :
surfing on TOP CHEF TV success ,
delivering useful content
(recipes…)


Ipsos asi learning
                                                                 45
Engaging video brand content can drive sales on youtube !




                                                            46
Brands are discovering a new set of analytics beyond number of
views : time spent watching, likes, shares
How did the top 5 videos performed on youtube in 2012 against
 those analytics ?

AN OVERVIEW OF THE TOP 5 BRANDED VIDEOS OF 2012 ON YOUTUBE *

1. The next big thing is already here - Galaxy S3 (Samsung)
Key stats: 17 million views, 438,000 Facebook actions (likes, comments, shares),
2700 tweets.

2. A dramatic surprise on a quiet square (TNT Belgium)
Key stats: 40 million views and 334,000 YouTube likes.

3. Unlock the 007 in 70 seconds (Coke Zero)
Key stats: 9,500,000 views, 923,000 Facebook actions and 3,500 tweets.

4. Bake It - The story of Kiefer Sutherland's hidden passion (Acer / Intel)
Key stats: 1,000,000 views, 11,000 Facebook actions and 1500 tweets.

5. Do you know this guy? The browser you loved to hate ( (Internet explorer)
Key stats: 2,000,000 views, 88,000 Facebook actions and 1,100 tweets.

* Time viewed is the forgotten analytic
                                                                                   48
New agencies are helping brands build such experiences on line

Videoagency is a leading online
video production company for
businesses around the globe. They
deliver great videos at affordable
prices. With over 5000 filmmakers
worldwide, they can produce
videos anywhere.
www.videoagency.com


Thismoment's Distributed Engagement
Channel (DEC) powers brand
experiences comprised of multimedia
content, creative design and social
conversations, taking individual user
attributes such as identity, location
and time into account. With
Thismoment's DEC, brands can create
the most innovative, beautiful and
engaging online brand experiences.
http://info.thismoment.com
                                                                 4
Companies are fighting to help them measure their online and
often off line content experiences (TV + video content)

                                   GfK has undertaken one of its most
                                   ambitious and ground-breaking projects in
                                   the field of advertising research. GfK’s Media
                                   Efficiency Panel (MEP) has, for the first time,
                                   allowed media planners to measure the
                                   effectiveness of specific cross-media
                                   advertising campaigns on short term sales
                                   using data which links actual exposure to
                                   online advertising, along with survey
                                   measures of offline advertising exposure, to
                                   real sales data.




                                                                                     5
Companies are fighting to help them measure their online and
often off line content experiences (TV + video content)

                                   GfK has undertaken one of its most
                                   ambitious and ground-breaking projects in
                                   the field of advertising research. GfK’s Media
                                   Efficiency Panel (MEP) has, for the first time,
                                   allowed media planners to measure the
                                   effectiveness of specific cross-media
                                   advertising campaigns on short term sales
                                   using data which links actual exposure to
                                   online advertising, along with survey
                                   measures of offline advertising exposure, to
                                   real sales data.




                                                                                     5
Thank you                http://pourquoitucours.fr/              contact@psst.fr


sources : forrester, altimeter, comscore, nielsen, gfk, emarketer, burson marsteller,
YouTube
                                                                                        5

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How youtube will change the face of digital advertising ?

  • 1. January 19th, 2013 YouTube Desk research The gate to video By Jeremy dumont brand content
  • 2. INTRODUCTION • Video content has been spotted as one the main trends of paid media by the IAB (videos aired in advertising spaces such as banners). • Facebook has raised himself as the #2 on line destination in the USA after google, according to comscore, making earned media a priority for advertisers (content, such as text, image or video shared by people) • youtube has become the gate to owned content on line, with video brand content entering countries TOP 10 youtube most watched online videos of the year (videos posted on youtube brand channels) …Many youtube advertisers start having video BRAND CONTENT at the heart of their digital strategy to make paid, owned and earned work in synergy for their brand.
  • 3. The rise of “converged media” strategies
  • 4. Video brand content at the heart of a paid, owned, earned campaign Earned Media Earned Media paid Media paid Media Owned Media Owned Media
  • 5. 76% watching Video on line (worldwide data), more than checking bank account or using social network
  • 6. Video content is the most effective type of content for advertisers, they are planning to use it more in the near future
  • 7. Youtube, one of the key touch points to reach consumers prior to engage relationship and sell. Our data show that customers turn to reach, depth and relationship channels at different stages of the life cycle -- regardless of whether those channels are digital or traditional, or whether they're earned or owned or paid. Nate Elliott, vice president and principal analyst at Forrester Research.
  • 8. Youtube video content is worth exploring for brands wanting to engage the “always addressable customers” with useful and engaging content when they need it …on line… Forrester Research.
  • 9. Youtube is at the forefront of the new way brands advertise using brand content to engage consumers : real time content marketing Forrester Research.
  • 10. PLAN •Section 1: The online video market •Section 2: YouTube, the main on line video player •Section 3: How brands use Youtube ? 1
  • 11. facts & Section 1: figures The online video market 11
  • 12. SUMMARY OF THE ONLINE VIDEO MARKET • US is a large market with 183 Million on line video viewers in 2011 however Europe is next (140 Million viewers in 2011) • Americansare increasingly watching videos through their computers and mobiles : 8 hours per month in 2012 • Most of the U.S. Internet users are watching videos online : 87.3 percent of the U.S. Internet audience in December 2012 • Streaming video ads reached 53 percent of the total U.S. population in December 2012. Comscore Dec 2012 • In teh years to come, people are expected to be watching more videos, longer videos with the rise of shows and movies on demand on line. 1
  • 13. US is a large market in terms of number of on line video viewers, however Europe is next (millions) 13
  • 14. Americans are increasingly watching videos through their computers and mobiles • Americans spend most of their time watching TV on TV (95% of viewing time), however they are spending 4 hours through their computer and 4 hours through their mobile watching video online. Nielsen 3Q 2012 14
  • 15. Most of the U.S. Internet users are watching videos online • 87.3 percent of the U.S. Internet audience viewed online video in December 2012. Comscore Dec 2012 *A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.
  • 16. Half of the US population is watching advertising videos on line • Streaming video ads reached 53 percent of the total U.S. population in December 2012. Comscore Dec 2012 *Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc. **Indicates video ad network †Indicates video ad exchange/DSP/SSP 16
  • 17. The video online market is expected to grow for advertisers •In the years to come people are expected to be watching more videos, longer videos with the rise of shows and movies on demand on line.
  • 18. facts & figures Section 2: YouTube, the main on line video player
  • 19. SUMMARY OF YOUTUBE FOCUS WITHIN THE ONLINE VIDEO MARKET • YouTube is a top online destination in most countries • YouTube is one of the top 5 online destinations in the US : #4 with 130 600 000 unique visitors in september 2012 • Youtube is the main access for online videos in the US (54%) • People are not searching the same video content online as on broadcast TV… • YouTubers are massively uploading content showing up in search engines • LIKES/DISLIKES on YouTube…also impact search results… 19
  • 20. SUMMARY OF YOUTUBE FOCUS WITHIN THE ONLINE VIDEO MARKET • However, YouTube main weakness is “time spent per viewer” and it’s being challenged by other players such as netflix and Hulu. • YouTube is now showcasing professional quality content through partners channels to engage further it’s audience : VEVO, Fullscreen, Maker studio…. • YouTube is on it’s way to become a premium video platform: from UGC to premium content  All it’s content is going off line with GOOGLE TV … 20
  • 21. YouTube is a top online destination in most countries Nielsen 3Q 2012
  • 22. YouTube is one of the top 5 online destinations in the US  YouTube was nb 4 with 130 600 000 unique visitors in september 2012. NIELSEN
  • 23. YouTube is the main access for online videos in the US (54%)  YouTube is the main online destination (#1 in unique viewers, #2 after netflix on time spent (NOTE: netflix a movie rental/purchase site)  YouTube is also #1 destination for video on mobile
  • 24. People are not searching the same video content online as on broadcast TV… 2
  • 25. YouTubers are massively uploading content showing up in search engines 25
  • 26. LIKES/DISLIKES on YouTube…also impact search results… 26
  • 27. However, YouTube main weakness is “time spent per viewer “  YouTube is being challenged by netflix, hulu NIELSEN sept 2012 27
  • 28. YouTube is on it’s way to become a premium video platform •From User generated content to professional content •From music content to other topics of interests
  • 29. YouTube is now showcasing professional quality content through partners channels to engage further it’s audience •A close look at YouTube top partner channels shows that people can now watch all sorts of professional content (music, gaming and news content)… 29
  • 30. All it’s content is going off line with GOOGLE TV …  However GOOGLE TV is still small today  A total of 64 exclusive Google TV applications available on the platform but less than a million actually been used
  • 31. facts & figures Section 3: How brands use Youtube ?
  • 32. SUMMARY OF HOW BRANDS ARE USING YOUTUBE • 2012 witnessed content based social networks growth for advertisers : Twitter, youtube, pinterest… • Youtube is the biggest video content social network : YouTube comes right after Facebook’s in audience • Brands have created the buzz successfully in 2012 with video content on youtube.  Brands can use youtube Trueview to tap into the youtube audience  Pre roll on youtube is the ideal format for TV advertisers  Brands can leverage youtube channels to generate views  Youtube brand channels allow brands to broadcast their own video content on youtube  Youtube brand channels are integrated into the overall digital campaign and often within on/off campaigns 32
  • 33. SUMMARY OF HOW BRANDS ARE USING YOUTUBE • Brands usage of Youtube is boosted by branded youtube channels : 79% of companies are now using a branded YouTube channel, compared to 57% in 2011. • Youtube chanels are at the forefront of a new way to advertise on line • Successful brands on youtube are adopting the liquid and linked strategy • To get their content watched brands are proposing brand content the youtube audience will care about, love, and share. • Engaging video brand content can drive sales on youtube ! • Brands are discovering a new set of analytics beyond « number of views » : time spent watching, likes, shares • How did the top 5 videos performed on youtube in 2012 against those analytics ? • New agencies are helping brands build such experiences on line • Companies are fighting to help them measure their online and often off line content experiences (TV + video content) 33
  • 34. 2012 witnessed content based social networks growth for advertisers • Twitter, youtube are content based social networks vs. Facebook which is profile based like myspace or linkedin). •49.9% US agencies used YouTube for clients' social media campaigns vs 82,4% using Facebook. Q3 2012 STRATA •pinterest is the new trendy content based social network of 2012 34
  • 35. Youtube is the biggest video content social network • YouTube is now serving 4 Billion Videos Daily Source : youtube • YouTube is right behind Facebook in audience ̶ 800 million people visit youtube every month in the world (vs. 1 Billion for facebook) ̶ They spend 23 minutes per day on the site, and they rate or add comments to more than half of all YouTube videos. ̶ They share and favorite millions of videos every day. And they watch it anytime and anywhere - over 400 million videos viewed with YouTube mobile. http://www.youtube.com/t/press_statistics 35
  • 36. Brands have created the buzz successfully in 2012 with video content on youtube •The Republican National Committee live streamed the 2012 Convention on YouTube. Over 5 million viewers watched the Convention video that existed on the site for only one week. http://info.thismoment.com/RNC-YouTube.html •Red Bull Stratos, sponsored by Red Bull Energy Drink, was the most-watched live event on YouTube, with 8 million viewers watching Felix Baumgartner's 24-mile jump from the edge of outer space. https://www.youtube.com/watch?v=FHtvDA0W34I •Among the most talked-about YouTube ads was the Honda CR-V Super Bowl spot. Based on Matthew Broderick's character in "Ferris Bueller's Day Off", the ad smartly positions the CR-V as a car that helps consumers enjoy life. https://www.youtube.com/watch?v=VhkDdayA4iA 36
  • 37. Brands can use youtube Trueview to tap into the youtube audience http://www.youtube.com/yt/advertise/promote.html
  • 38. Pre roll on youtube is a great format for TV advertisers http://www.youtube.com/yt/advertise/in-stream.html
  • 39. Brands can leverage youtube channels to generate views •Advertising brand content can be featured in other media channel from YouTube professional partners or any broadcaster
  • 40. Youtube brand channels allow brands to broadcast their own video content on youtube •YouTube is developing channels that are more topically specific and interactive than what viewers are currently able to find through traditional, one-way broadcasting channels. YouTube private channels allow brands to showcase their brand content videos, stand alone videos with quality content to be watched, in more experiential ways .coca-cola.tv/mx/youtube/ytv
  • 41. YouTube brand channels are integrated into the overall digital campaign and often within on/off campaigns •Procter has used youtube for it’s “thank you mum” campaign with success (the videos were part of youtube most viewed videos of 2012 in the US
  • 42. Brands usage of YouTube is boosted by branded youtube channels  In 2012, the vast majority of companies (87%) are using at least one of the major social platforms to communicate with online stakeholders, with by far the largest growth in corporate usage occurring on YouTube.  There has been a 39% jump in the number of companies with a branded YouTube channel. 79% of companies are now using a branded YouTube channel, compared to 57% in 2011. These channels each average more than two million views and 1,669 subscribers. Burson-Marsteller 42
  • 43. Youtube chanels are at the forefront of a new way to advertise on line  « Companies are now integrating more original multimedia content to share with followers on Twitter, Facebook and YouTube. » Says Mark Penn, Burson-Marsteller Worldwide CEO  "With predictions that video content is going to comprise of about 90% of internet traffic in the next few years it makes sense that there's been a surge in companies investing in video-based platforms, such as YouTube. It's also great to see that a large proportion of companies are responding to, and engaging with, their audiences online, rather than just establishing platforms to push out content ». Says Carly Yanco, head of digital, Burson- Marsteller Australia 43
  • 44. Successful brands on youtube are adopting the liquid and linked strategy  « Brands can't buy their way to greatness any more », said Wendy Clark, Coca-Cola's head of integrated marketing and communications,.  But brands can follow her "liquid and linked" approach to cross-media marketing, she said: "liquid" because the market landscape is constantly changing, and "linked" because no matter which media are used (or how), all brand messages should adhere to the overall strategy.  So it's essential for Coca-Cola, and other marketers with big ambitions, to work all types of media -- paid, earned, owned and shared -- for their highest yields. 44
  • 45. To get their content watched brands are proposing brand content the youtube audience will care about, love, and share. Philadelphia TV channel is broadcasting quality content : surfing on TOP CHEF TV success , delivering useful content (recipes…) Ipsos asi learning 45
  • 46. Engaging video brand content can drive sales on youtube ! 46
  • 47. Brands are discovering a new set of analytics beyond number of views : time spent watching, likes, shares
  • 48. How did the top 5 videos performed on youtube in 2012 against those analytics ? AN OVERVIEW OF THE TOP 5 BRANDED VIDEOS OF 2012 ON YOUTUBE * 1. The next big thing is already here - Galaxy S3 (Samsung) Key stats: 17 million views, 438,000 Facebook actions (likes, comments, shares), 2700 tweets. 2. A dramatic surprise on a quiet square (TNT Belgium) Key stats: 40 million views and 334,000 YouTube likes. 3. Unlock the 007 in 70 seconds (Coke Zero) Key stats: 9,500,000 views, 923,000 Facebook actions and 3,500 tweets. 4. Bake It - The story of Kiefer Sutherland's hidden passion (Acer / Intel) Key stats: 1,000,000 views, 11,000 Facebook actions and 1500 tweets. 5. Do you know this guy? The browser you loved to hate ( (Internet explorer) Key stats: 2,000,000 views, 88,000 Facebook actions and 1,100 tweets. * Time viewed is the forgotten analytic 48
  • 49. New agencies are helping brands build such experiences on line Videoagency is a leading online video production company for businesses around the globe. They deliver great videos at affordable prices. With over 5000 filmmakers worldwide, they can produce videos anywhere. www.videoagency.com Thismoment's Distributed Engagement Channel (DEC) powers brand experiences comprised of multimedia content, creative design and social conversations, taking individual user attributes such as identity, location and time into account. With Thismoment's DEC, brands can create the most innovative, beautiful and engaging online brand experiences. http://info.thismoment.com 4
  • 50. Companies are fighting to help them measure their online and often off line content experiences (TV + video content) GfK has undertaken one of its most ambitious and ground-breaking projects in the field of advertising research. GfK’s Media Efficiency Panel (MEP) has, for the first time, allowed media planners to measure the effectiveness of specific cross-media advertising campaigns on short term sales using data which links actual exposure to online advertising, along with survey measures of offline advertising exposure, to real sales data. 5
  • 51. Companies are fighting to help them measure their online and often off line content experiences (TV + video content) GfK has undertaken one of its most ambitious and ground-breaking projects in the field of advertising research. GfK’s Media Efficiency Panel (MEP) has, for the first time, allowed media planners to measure the effectiveness of specific cross-media advertising campaigns on short term sales using data which links actual exposure to online advertising, along with survey measures of offline advertising exposure, to real sales data. 5
  • 52. Thank you http://pourquoitucours.fr/ contact@psst.fr sources : forrester, altimeter, comscore, nielsen, gfk, emarketer, burson marsteller, YouTube 5