The document proposes a new advertising format called "DONATE True View" for YouTube. It would allow viewers to choose between a standard skippable ad or an unskippable ad where part of the advertising budget is donated to organizations. This new format is intended to dramatically increase engagement, brand recognition and perception for advertisers. Advertisers would pay a premium for the DONATE ads, with part of the premium being donated to partner organizations. The goal is to create shared value for advertisers, viewers and beneficiary organizations.

1. Yep: the YouTube Enhancement Project
Simplified
Business Model
Representation

2. Youtube TrueView format is effective…
isn’t it ?
Yep

3. We can make it better.
Yep

4. YEP aims at proposing a product that will
leverage Youtube Advertising technology to
create shared value and social value.
Yep

5. They Need Money. Let’s make them Youtube’s Partners

6. Advertisers
TRUE VIEW
ADVERTISEMENT
+
+
+
Other
Channel
Other
Channel
Media Agencies
Yep Current situation

7. TRUE VIEW
Skipped after 5’’
Not the most
efficient
channel
“I lost my
time”
“My engagement is
poor”
Why is it inefficient?
“Help”
Yep
Advertisers

8. CLASSIC
TRUE VIEW
(0:15)
SECRET FORMAT
(wait for it)
Advertisers’
Ad budget
Youtube
Ad Network
with YEP
How to improve the model
?
Yep
We want to offer advertisers a new product that will dramatically increase
- Engagement
- Brand Recognition
- Brand Perception

9. CLASSIC
TRUE VIEW
(0:15)
“DONATE”
TRUE VIEW
(1:15)
Advertisers’
Ad budget
Youtube
Ad Network
with YEP
How to improve the model
Introducing the “DONATE” True View format
Yep

10. CLASSIC
TRUE VIEW
(0:15)
“DONATE”
TRUE VIEW
(1:15)
Advertisers’
Youtube
Ad Network
with YEP
How to improve the model
Introducing the “DONATE” True View format
The viewer has the choice to go with the standard, skippable, True View Format.
Or the go with the “DONATE” format.
Ad budget
Yep

11. CLASSIC
TRUE VIEW
(0:15)
“DONATE”
TRUE VIEW
(1:15)
Advertisers’
Ad budget
Youtube
Ad Network
with YEP
How to improve the model
By choosing to view the “DONATE” format, the viewer will be exposed to
an unskippable video ad.
He knows that a part of the budget used by the company to push him
to view it, will be given to organizations in need.
Yep

12. CLASSIC
TRUE VIEW
(0:15)
“DONATE”
TRUE VIEW
(1:15)
Advertisers’
Ad budget
Youtube
Ad Network
with YEP
How to improve the model
This new format will capture 100% of the viewer’s attention.
It will push Brand perception, and Brand recognition.
Yep

13. CLASSIC
TRUE VIEW
(0:15)
“DONATE”
TRUE VIEW
(1:15)
Advertisers’
Ad budget
Youtube
Ad Network
with YEP
How to improve the model
Advertisers pay a Premium Bidding Price per “Donate” True View.
Part of which is donated to partner organizations.
Yep

14. Yep The Shared Value
• More value offered to clients and users
• More revenues
Advertisers
• More engagement
• Improved brand perception
• Moral gain
• Easy, free way to donate • Changing the World

15. Thank you