1. The document discusses how video content can help brands find the right people, tell great stories, and build stronger relationships. 2. It identifies three types of content: hero content to inspire browsers, hygiene content to serve searchers, and hub content to build regular relationships through episodic content. 3. Ten fundamentals of YouTube are outlined: being discoverable, targeted, shareable, organized, authentic, consistent, measurable, sustainable, collaborative, and conversational.

1. Google Confidential and Proprietary

2. Google Confidential and Proprietary

3. Google Confidential and Proprietary
3XE DIGITAL CONFERENCE
CROKE PARK
MAY 19TH
GRAHAM BARRY
EMEA BRAND LEAD

4. Google Confidential and Proprietary
3 REASONS to care about video content

5. Hasn’t changed
WHAT MATTERS TO
PEOPLE

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9. Our mission is to
empower the world
to create,
broadcast and
share
Source: US Statistics, Nielsen Video Census and Nielsen People Meter, Mar-May 2014 Month Average

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10 years old!

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3 REASONSto care about video content

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It helps you to...
1Find the right
PEOPLE
2Tell great
STORIES
3Build stronger
RELATIONSHIPS

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It helps you to...
1Find the right
PEOPLE
2 3Build stronger
RELATIONSHIPS
Tell great
STORIES

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More people are watching more video
Across more screens

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People are watching video everywhere
Commuting
11%
At work
18%
Outside
3%
In store
4%
When eating
6%
At home
90%
Source: Google Consumer Barometer, UK

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More people are watching more video
More viewers and more views
2009 2014
[ONLINE VIDEO VIEWERS]
+19%
29m
36m
[ONLINE VIDEO VIEWS]
2009 2014
+300%
4bn
12bn
Source: UK, ComScore Aug 2009 and Nov 2013

17. Google Confidential and Proprietary 17
More people are watching more video
Not just among young audiences
6-14
years
15-24
years
25-34
years
35-44
years
45-54
years
55+
years
Source: comScore MediaMetrix, Desktop and Mobile, UK, January 2015
49%
Female
51%
Male

18. Google Confidential and Proprietary 18Source: comScore MediaMetrix, Desktop and Mobile, UK, January 2014 – January 2015
<18
years
18-24
years
25-34
years
35-54
years
55+
years
3.3%
6% 5.2%
15.6%
8.3%
YouTube growth across all ages

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Not just dogs on skateboards
Consumers love quality content

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Not just dogs on skateboards
Consumers love branded content

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It helps you to...
1Find the right
PEOPLE
2Tell great
STORIES
3Build stronger
RELATIONSHIPS

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52%
TO BE ENTERTAINED
OR INSPIRED
22%
TO LEARN
SOMETHING NEW
17%
TO KEEP UP
WITH TRENDS
36%
TO ESCAPE
OR RELAX

25. Google Confidential and Proprietary
Digital provides new opportunities for brands to tell
their stories through video content
Without the
restrictions of time
Without the limitations
of a schedule
Enabling you to
structure your
conversation

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Great video content has huge brand impact

27. Google Confidential and Proprietary
78.7m views
461k positive ratings
56k comments
search interest for “volvo
trucks”
search interest for “volvo trucks”
Source: Google Trends, Worldwide, Jan 2013-Jan
Jan 2013 Nov 2013
Jan 2013 Nov 2013

28. Google Confidential and Proprietary
search interest for “volvo
trucks”
search interest for “volvo trucks”
Jan 2013 Nov 2013
Jan 2013 Nov 2013
Source: Google Trends, Worldwide, Jan 2013-Jan
Apr 2013 Nov 2013
For a whole month in
2013, “volvo trucks”
was more interesting
than sex!
“sex”
“volvo trucks”

29. Google Confidential and Proprietary
It helps you to...
1Find the right
PEOPLE
2Tell great
STORIES
3Build stronger
RELATIONSHIPS

30. Google Confidential and Proprietary
Telling stories regularly to a captive
audience
allows brands to build stronger relationships
By using YouTube as a
production tool and encouraging
fans to share the content shot on
their cameras, GoPro was able to
increase sales and raise brand
awareness.

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32. Win the war for attention
are
becoming
Customers
[People who want to buy your
product]
Audiences
[People who want to hear
your story]

33. Google Confidential and Proprietary
Summary
1. Find the right people: Your Audience is on YouTube
2. Tell great stories: Entertain, Inspire, & Educate…….24/7
3. Build strong relationships: Listen to your fans & create content for them!
4. Shameless Plug: Afternoon workshop - Content Promotion
One last thing…….

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Thank You!

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3XE DIGITAL
CONFERENCE
CROKE PARK
MAY 19TH
GRAHAM BARRY
EMEA BRAND LEAD

37. Google Confidential and Proprietary
Agenda
1. Creator Academy overview
2. 3 Content Types
3. 10 Fundamentals of YouTube
4. YouTube ad formats
5. Success Story - Video Case Study

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YouTube Creator Academy

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Online Version

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Take an online academy course!

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Video
Lessons

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Follow
the
Blog!

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Follow
on
Twitter!

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Subscribe to Creators YouTube Channel

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Got a Question, ask our YouTube partner
forum!

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3 CONTENT
TYPES
which should you use, when?

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Content strategy should match online video
viewing behaviour
People who browse
seek
inspiring
new content
[hero]
People who search
seek
relevant
content
[hygiene]

51. Google Confidential and Proprietary
People who browse
seek
inspiring
new content
People who search
seek
relevant
content
Build relationships with ‘Browsers’ & ‘Searches’
using Hub Giving them a reason to return
[hub]

52. Google Confidential and Proprietary
1. Hero Content

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Inspire ‘Browsers’ with Hero content
Connect with them through impactful
storytelling

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TrueView
Only pay for engaged views
skip
TrueView in-
display
TrueView in-
display
TrueView in-
stream
Mobile
Users who choose
to watch are
75%
more engaged

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2. Hygiene Content

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Serve the ‘Searchers’ with HYGIENE content
Be the most compelling answer to consumers’ questions
Great hygiene content that serves as the best answer to questions around their

57. Google Confidential and Proprietary
Serve the ‘Searchers’ with HYGIENE content
Be the most compelling answer to consumers’ questions
Also surfaced
in Google
Search

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Promote your HYGIENE content
Stand out from similar videos and own your brand territory
Tactical paid video
promotion ensures that
Knorr’s hygiene content is
surfaced at key
moments that matter.

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3. Hub Content

61. BUILD A HOME
Your brand's home
base on YouTube.
One Channel
Across Every Device
Introducing YouTube Channels

62. Google Confidential and Proprietary
Regularly scheduled ‘push’ content around customer
passions
Episodic Content
Land Rover have collaborated with Peter Bragiel (a YouTuber known for his long distance
travel series, ‘In Transit’) to create episodic content giving viewers a reason to return.

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Building a great hub has great benefits -
Your content is more discoverable
This SORTED Food
video comes first in
the organic results
despite having less
than 20% of the
number of views as the
second organic result.

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10 Fundamentals of YouTube

65. Remember: YouTube helps you to...
1Find the right
PEOPLE
2Tell great
STORIES
3Build stronger
RELATIONSHIPS

66. 10 YouTube Fundamentals
1.
Discoverable
2.
Targeted
3.
Sharable
4.
Organised
5.
Authentic
6.
Consistent
7.
Measured
8.
Sustainable
9.
Collaborative
10.
Conversational
[Find the right
people]
[Tell better
stories]
[Build stronger
relationships]

67. YouTube Fundamentals
1.
Discoverable
2.
Targeted
3.
Sharable
4.
Organised
[Find the right
people]

68. YouTube Fundamentals
1.
Discoverable
2.
Targeted
3.
Sharable
4.
Organised
[Find the right
people]
75 million
views to date
3.94 million
social shares
$60m
earned media value

69. 5.
Authentic
6.
Consistent
7.
Measured
8.
Sustainable
[Tell great
stories]
YouTube Fundamentals

70. 5.
Authentic
6.
Consistent
7.
Measured
8.
Sustainable
[Tell great
stories]
YouTube Fundamentals

71. 9.
Collaborative
10.
Conversational [Build better
relationships]
YouTube Fundamentals

72. 9.
Collaborative
10.
Conversational [Build better
relationships]
YouTube Fundamentals

73. Google Confidential and Proprietary
YouTube Ad Formats

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75. Google Confidential and ProprietaryGoogle Confidential and Proprietary
TrueView In-Stream
Give potential customers a choice when and how they view your
message with this skippable video ad
• Before their selected video play,
viewers see a video ad for 5 seconds
and then can choose to skip or
continue watching the ad
• Advertisers are charged only when
viewers watch 30 seconds of the ad
and/or watch the entire ad
• Targeting options: Keyword, Category,
Placement, Demographic and Interest-
based (IBA)

76. Google Confidential and ProprietaryGoogle Confidential and Proprietary
TrueView in-display ads now run on the
YouTube Search Network
YouTube Search Network
On YouTube search results
Google Display Network
On sites that are part of the GDN
YouTube Video Network
. On the YouTube homepage in the
top feed or right hand side
. On YouTube watch pages in-video
as an overlay or on the right hand side
Streamlining TrueView in-search and in-display
into one ad format, TrueView in-display

77. Google Confidential and ProprietaryGoogle Confidential and Proprietary
YouTube TrueView In-Stream Companion Unit
Increase your video ad’s response rate with companion units
• Introducing new video wall companion banners
– Video walls are auto generated 300x250 units that appear adjacent to TrueView In-Stream ads
– Companion unit only appears on YouTube, not the GDN
– Video wall unit appears if you have not provided a companion banner and your video is public
• How are the videos selected?
– We use the channel’s
last modified playlist
– If no playlist exists,
we use last 5 uploads
– Up to 5 videos can
appear in video wall unit

78. Google Confidential and ProprietaryGoogle Confidential and Proprietary
In-Video Ads
The perfect ad format for advertisers that don’t have video ad assets,
but want to engage video viewers on YouTube
• Ads are shown to viewers as they
watch YouTube videos
• Ads can click through to a website,
brand channel or video
• Targeting options: Keyword,
Category, Placement, Demographic,
Interest-based (IBA)

79. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Call-to-Action Overlay
Increase your video ad’s response rate with a free call-to-action overlay
• Add a free text and thumbnail
overlay to your video
• Viewer experience: Viewer sees
overlay in bottom 20% of the video
player, even when the video is
discovered organically
• Advertiser experience: Any video
used as a TrueView ad receives the
free overlay

80. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Remarketing
Re-engage those who have previously visited your brand channel,
watched a video, or viewed a TrueView In-Stream ad
• Videos can be on YouTube or
embedded on any other websites such
as Facebook
• Tracking pixel is activated once the
video begins to play
• Ability to create a different customer
remarketing list per video and send
different messages
• Include YouTube platform in your follow-
on remarketing campaign

81. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Step 2 Step 3Step 1
Remarketing
Re-engage those who have previously visited your brand channel, watched a
video, or viewed a TrueView In-Stream ad
Tag
!

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Additional Formats: Lightbox

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1. Lightbox: Multiple Video
2. Lightbox:
Image &
Video
4. Lightbox: Catalogue
3. Lightbox:
Video &
Map

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Video Case Study

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Thanks

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Appendix

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91. Google Confidential and Proprietary 91
YouTube and ABC1s
Reaching more ABC1s every month than any other platform in the UK
Source: comScore MediaMetrix, Desktop and Mobile, UK, December 2014
23.6M
81%
72%
21M
26%
7.7M 18%
5.3M
9%
2.7M
6%
1.6M 0.7M
3%

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YouTube and ABC1s
The ABC1 audience is spending more time on YouTube
Source: comScore MediaMetrix, Desktop and Mobile, UK, December 2014
23 mins
per visit
13 mins
per visit
7 mins
per visit
1
13 mins
per visit
0.6
14 mins
per visit