- YouTube has become a major platform for online video and a key destination for brands to reach audiences through video brand content.
- Many brands are creating YouTube channels to broadcast their own professional video content and integrate it into digital campaigns.
- Successful brand videos on YouTube in 2012 performed well based on metrics like views, likes, shares, comments, and time spent watching rather than just views.
- As online video consumption grows, more brands and agencies are focusing on creating engaging video content for YouTube and measuring campaigns across digital and traditional media.
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.
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
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
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