Steve Paler from Youtube's presentation from The Future of Branded Content, brought to you by Fire Circus - conferences and events that fuel your innovation

1. YOUTUBE - A CREATIVE PERSPECTIVE
STEVE PALER
HEAD OF GOOGLE CREATIVE SERVICES

2. A CREATIVE TEAM WHOSE BRANDING AND EXECUTIONAL
ABILITIES HELP BRANDS EXPLOIT THE TRUE CREATIVE POTENTIAL
OF GOOGLE | YOUTUBE PLATFORMS AND TECHNOLOGIES

3. HOW BRANDS CAN GET INVOLVED
CREATIVE MEDIA ENGAGEMENT
CREATIVE USE OF YOUTUBE PARTNERS
BRANDED CONTENT

8. ‘HALF MY ADVERTISING ISN'T WORKING, I
JUST DON'T KNOW WHICH HALF.’*(WILLIAM LEVER)
WELL NOW YOU DO
……AND THE GOOD NEWS IS YOU ONLY PAY FOR THE HALF THAT WORKS!
*QUITE POSSIBLY THE MOST OVER USED ADVERTISING CLICHE

9. WHY?
MAJORITY OF GARNIER PURE ACTIVE VISITORS ARE COMING FROM YOUTUBE
– SUGGESTS THAT GARNIER ARE RUNNING A TRUEVIEW CAMPAIGN

10. USE PARTNERS TO ENTERTAIN

15. CREATE YOUR OWN

16. TOP 25
YOUTUBE
CHANNELS

17. ”IN REALITY WE’RE GOING
BACK TO THE EARLY DAYS
OF TV WHEN THE LIKES OF
PERSIL AND OMO WERE
SPONSORING 30 MINUTES
SOAP OPERAS”
KEITH WEED

19. DOLLAR
SHAVE
CLUB

20. DSC NO. 2
ONE
WIPE
CHARLIE

21. THINGS TO WATCH OUT FOR!!

22. MARKETING LANGUAGE
’LOVE’
’ENGAGEMENT’
’LOYALTY’
’COMMUNITY’
’COMMITMENT’
’RELATIONSHIP’
IS IT SAFE TO
ASSUME
CONSUMERS
CARE THIS MUCH
ABOUT YOUR
BRAND?

23. MARKETING
ARE ’FANS’
REALLY YOUR
LANGUAGE
MOST VALUABLE
CUSTOMER?

26. “If you want something
guaranteed to go viral,
drink the water in nigeria”’
Rob Norman, CEO GroupM

28. L’OREAL – CREATIVE / EDITORIAL TESTING
vs
ONE WEEK TRUE
VIEW TESTING
vs

29. TO CREATIVELY SUCCEED
TAILOR CREATIVE…..THINK BREADTH……MOVE / ENTERTAIN PEOPLE
LISTEN……….AND ITERATE / AMEND
HAVE CONFIDENCE……,… BE READY FOR PH 2 DIALOGUE
EVOLVE PROCESSES (AND METRICS)………..R&D PHILOSPHY
GLOBALLY COORDINATED RESOURCES (INTERNAL / AGENCIES)

30. APPENDIX