This document discusses the popularity and reach of YouTube. Some key points: - YouTube has over 2.5 billion users watching over 1 billion hours of video daily, reaching people globally of all ages and demographics. - Major public figures and organizations like President Obama, the Royal Family, and the Pope have recognized YouTube as an effective platform to connect with audiences. - The document provides examples of how brands can create different types of videos for YouTube like entertainment, informational, and educational videos to engage audiences and share messages. - Guidance is given on best practices like keeping videos short and entertaining to maximize engagement. The broad reach of YouTube and its integration with other platforms and search engines is highlighted

2. Intro movie
Todo: (laatste versie YouTube film inserten)

3. What do President Obama,
The Royal Family, and the Pope have in common?
They have all deemed YouTube an effective and
Appropriate environment to reach their audiences!

4. Birth of a phenomenon
~ From Zero to 2.5 billion in 5 years ~

5. Over 450 million people globally
~ Watching these videos every day ~

6. From all walks of life
~ Reaching people across the spectrum ~
51% Male ~ 49% Female
15 - 24: 21.2%
25 - 44: 41.4%
45+ : 37.5%

7. Ready for all devices

8. Popularity redefines premium
Not just dogs on skateboards
Lisa Nova Beyonce Britney TV CBS College Humor
94,777,277 253,614,628 566,211,724 420,326,614 127,350,617
Howcast EA Jonas Brothers FRED NBA
42,147,864 87,848,921 346,563,727 350,205,582 255,978,233
NHL Video Justin Timberlake Livestrong Michael Jackson MondoMedia
32,557,834 128,662,296 649,315 196,994,224 401,353,205

9. Make friends on YouTube
~ Engage with a vibrant community ~
Talk of the town ~ More than 400 Tweets per
minute contain a YouTube Link
And over 150 years of Video is watched on
Facebook every day

10. P&G: Old Spice
180+ video responses to questions
from Twitter, Facebook, YouTube etc. in
close to real-time

11. Learn who they are
and what they like
YouTube ‘Insights for Audiences’ helps you
plan campaigns by understanding niche segments
and their behaviour on site

12. YouTube offers an advanced set of
Planning and
Targeting tools
Insights for Audience Video Analytics Video Planning Tool
Google Confidential and Proprietary 12

13. And allows you to
Measure success and analyze your viewers
YouTube Insights Google Analytics
Google Confidential and Proprietary 13

14. Inspiration time!
~ A pick of the best this year ~

15. Samsung NL: Mimicry in a brand channel

16. Chocomel: playful and all about the brand

17. YouTube Annotations
~ Where will you take your audience next? ~

18. French Connection and the Youtique

19. www.booneoakley.com
1M views
> 1400 Blog items referring

20. NL Donorstichting using annotations
 262 000 views
 386 comments actively discussing campaign

21. It’s about sharing
~ Seed, promote and let the community do the rest ~

22. Doritos: NL Flawless integration with Facebook
550.000 channel views after 1 week

23. Kindred Spirits
~ Make connections with your audience on YouTube ~

24. T-Mobile and online first for content
 53M upload views: more than a soap serie
on TV could even wish for

25. Unilever – Axe 3 days live on the homepage
Casestudy to be released shortly

26. TV on YouTube
In content and ads

27. We’re finding that YouTube & TV work
better together
1. Additional reach
TV YouTube
Additional reach*:
- Cadbury Dairy
milk: 24%
- Gillette “future
champions”: 6%
2. Increased recall
TV YouTube
Overlap TV/YT*:
- Cadbury Dairy
milk: 12%
- Gillette “future
champions”: 11%
YouTube Confidential and Proprietary
Cadbury 15-24 study: single source panel, GfK; Gillette study: Single Source Panel + pre & post questionnaires, MetrixLab 27

28. And finally…
…some best pracices

29. Be short
The average length of a video watched on YouTube is 3.8min
For the best user engagement, make your video less than 5 min.
YouTube Confidential and Proprietary
Source: Entertainment Media Research UK, 2010

30. Be entertaining
Video is a highly engaging and entertaining communication medium.
Make it something people want to watch and share.
YouTube Confidential and Proprietary

31. Be real
Stay loyal to your brand and don’t try to be something you’re not.
Be straight forward and honest.
YouTube Confidential and Proprietary

32. Think outside the box
Use the full YouTube potential.
Be creative and find new ways of engaging your viewers!
YouTube Confidential and Proprietary

33. YouTube is the natural place for your video content
Easy discovery
Indexed by Google and YouTube
search to promote discovery
Free and open Easy distribution
Users want to find and see your Easy distribution and sharing
videos. YouTube doesn’t require options across social networks,
users to have a login to watch embedded sites etc.
Centralised hosting Effective marketing
Creative options for channels Effective advertising and
and video organisation promotional programmes
Centralised reporting
Full reporting suite for all views and
interactions available free in
YouTube Insight
YouTube Confidential and Proprietary

34. Need video? Think beyond the 30 sec spot
ENTERTAINMENT INFORMATION EDUCATION
TV Advertisements Corporate Videos How To / Self Help / Tutorials
Made for Web Ads Public Speaking / Events Training
Outtakes / Making of News / PR Product Guides / Demos
Video Blogs Historical Footage Customer Reviews
Sponsorship
Need more ideas? Go on YouTube and see what users have uploaded
about your brand! You will be surprised to see how much content around
your brand already exists.
YouTube Confidential and Proprietary

35. Informational videos
DESCRIPTION
Provide advice, service and information
about your company, your products and
values.
EXAMPLES
Corporate Videos
Dell, L’Oreal, Salesforce,
Siemens,
Fortnum & Mason
Public Speaking / Events
Think Google Event,
Starbucks CEO at UCL
News / PR
BA Strike, BP Oil Spill, Taco
Bell,
British Gas Price
YouTube Confidential and Proprietary
Announcement,
Ora Brush, Apple

36. Educational videos
DESCRIPTION
Show how to use your products, give
advice and ideas. Make it easy and
useful!
EXAMPLES
How To / Self Help
Salesforce, Kodak, Vodafone Help Centre,
Lloyds TSB Advice and Guidance
British Gas
Product Guides / Demos / Tutorials
Sony Ericson, Photoshop, L’Oreal
Waitrose, Nokia
Reviews
L’Oreal, Ora Brush, Kiddicare,
Super Mario, Kia Motors
YouTube Confidential and Proprietary

37. Your audience awaits
~ Ready to deliver your message? ~