1.
Creating Attentive Reach with Online
Video
Natalie O’Keeffe
Brand Development Manager, Google
Marketing Solutions, UKI

2.
BY 2019, 80% OF
THE WORLD’S
INTERNET TRAFFIC
WILL BE VIDEO

3.
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Why Digital Video Will Win the Decade
Video is inherently
mobile
Digital means
diverse
Video is more
important to music
than ever
More immersive &
interactive than TV
Time spent on TV by
18-34 fell 9% in 2015
Same audience spend
48% more time on YT
40 mins avg mobile
viewing a day
Niche programming on
YT is analogous to how
cable networks began
50% of teens use YT to
discover new music
Supports newest
technology: 360, VR

4.
REACH was once
scarce,
and ATTENTION
plentiful.
Now, REACH is
fragmented,
and ATTENTION scarce.

5.
Proprietary + Confidential
what if you could:
reach more of just
the right people
(on whatever device they’re using)
and have their full
attention every
time?

6.
Confidential & Proprietary
Natalie, F25-34 Aish, F25-34

7.
Google Confidential & ProprietaryGoogle Confidential & Proprietary
Sports is a
man's game

8.
Google Confidential & ProprietaryGoogle Confidential & Proprietary
60%+
of sporting goods
shoppers who
engaged with relevant
YouTube content on
mobile are female

9.
Google Confidential & ProprietaryGoogle Confidential & Proprietary
60%+
of sporting goods
shoppers who
engaged with relevant
YouTube content on
mobile are female
Gaming is
for kids

10.
Google Confidential & ProprietaryGoogle Confidential & Proprietary
60%+
of sporting goods
shoppers who
engaged with relevant
YouTube content on
mobile are female
45%+
of video game
searchers on
mobile are 35+

11.
Google Confidential & ProprietaryGoogle Confidential & Proprietary
60%+
of sporting goods
shoppers who
engaged with relevant
YouTube content on
mobile are female
45%+
of video game
searchers on
mobile are 35+
Women are
homemakers

12.
Google Confidential & ProprietaryGoogle Confidential & Proprietary
60%+
of sporting goods
shoppers who
engaged with relevant
YouTube content on
mobile are female
45%+
of video game
searchers on
mobile are 35+
40%+
of home-goods
searchers on
mobile are male

13.
Google Confidential & ProprietaryGoogle Confidential & Proprietary
60%+
of sporting goods
shoppers who
engaged with relevant
YouTube content on
mobile are female
45%+
of video game
searchers on
mobile are 35+
40%+
of home-goods
searchers on
mobile are male
Men
buy cars

14.
Google Confidential & ProprietaryGoogle Confidential & Proprietary
60%+
of sporting goods
shoppers who
engaged with relevant
YouTube content on
mobile are female
45%+
of video game
searchers on
mobile are 35+
40%+
of home-goods
searchers on
mobile are male
60%+
of auto searchers
on mobile
are female

15.
40% of baby product
purchasers live in
households without children
Source: Mobile Search & video behaviour analysis, Millward Brown Digital, US, 2015

16.
intention
reach
attention
[the challenge] [the advantage]

17.
2007 2017
when we’re at our
computer; mainly search
all devices, all the time;
not just search

18.
Confidential + Proprietary
convenience
store
shopper
outdoor
enthusiast
planning a
vacation
getting
married
Real Madrid
fan
mom +
30-min chef
in-market for
ski
equipment
Actions speak loudly.
We can infer true intent & passion in real-time.

19.
Proprietary + Confidential
But precision only matters with huge reach.

20.
3M+ 3M+
<1m
1.6M
3M+
<1m
hours of YouTube watched per
day in Ireland
TV Scale
(daily watch time in Hours)
Source: 2016 YouTube Analytics, 3rd Party Watch
time reports and TAMM TV trend data
3M
<500K
YouTube is a core
entertainment
platform

21.
6-14 15-24
43
%
Desktop and Mobile, IE, December 2015
25-34 35-4418-24 35-54 45-54 55+
90
% 83%
81% 81
%
81
%
81
%
80
%
And has reach across all age groups

22.
Proprietary + Confidential
Skip Ad
You can reach the right audience,
but it’s wasted without their attention.

23.
95%
Audibility
93%
Viewability

24.
“STOP INTERRUPTING WHAT PEOPLE ARE
INTERESTED IN AND BE WHAT PEOPLE ARE
INTERESTED IN.”–CRAIG DAVIS, FORMER CHIEF CREATIVE OFFICER, J. WALTER
THOMPSON

25.
Proprietary + Confidential
What if you could capture a user’s
attention in just six seconds?

26.
Confidential + ProprietaryConfidential + Proprietary
Capture attention with the power of
sight, sound, and motion

27.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
ABCDs of Effective Creative for YouTube
Attract Brand Connect Direct

28.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
Attract Attention
from the Start
No matter the format,
it’s crucial to capture
attention early on.
Is there an immediate hook?
Featuring a person at the beginning can
lead to increased viewership
Celebrities, women and children had the
highest impact!
There is no clear correlation between
music and viewership or brand lift,
despite appearing in over 80% of ads
Multiple factors impact ads people
choose to watch.
Consider testing multiple versions to see
what works best.
Frontload
your story
arc
Use
familiar
faces
Be
thoughtful
with
music
Consider
creative
style

29.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
Attract
Attention

30.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
Brand
placement
matters
Audio
can drive
results
Optimize
for your
objectives
Brand Naturally
With Purpose
Audio mentions of your brand are
associated with increased brand lift
Integrating your brand in natural usage
in the first 5 seconds is associated with
higher ad recall
Use on product for maximum impact, not
logos in supers or overlays.
If your focus is recall, brand early and often
Longer watchtime is better for awareness and
consideration. Consider adjusting brand placement
in the creative for these metrics.
How and when branding
appears can impact the
performance of brand lift
metrics.

31.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
Brand
Placement
Matters

32.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
Connect
Through
Emotion &
StorytellingLonger watch time
is associated with a
lift in brand
awareness and
consideration.
Create an
emotional
connectio
n
Use the
power of
audio
Break the
fourth
wall
Consider
quick
cuts
Analyze
and
test
Humor and suspense are associated with
increased ad recall, but each brand is different.
Audio and Video together drive stronger brand
results than video alone.
Use audio to reinforce a key brand message
Use on-screen talent to interact with the viewer
There’s significant association with brand lift
performance
Initial studies show increased pacing helps keep
people watching longer, especially on mobile.
YouTube Analytics retention curves help
determine where viewers drop
Test different versions of your creative to see what
works best for your brand.

33.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
Connect
Quick Cuts &
Emotional
Storytelling

34.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
Connect
Use Humour

35.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
Be
clear
Use
platforms
features
Be clear and directive on what you want
people to do, whether that’s clicking out
to your brand’s website, watching
another video, or subscribing to your
channel.
Info Cards, End Screens and
CTA Overlays can provide an easy
path to continue engagement
Clear calls to action
drive brand lift.
Direct the Viewer
What to do Next

36.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
Direct the Viewer
Be Clear

37.
Confidential & ProprietaryABCD: Building Effective Creative for YouTube
Direct the Viewer
Use Platform
Features

38.
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