For our latest Google Marketing Platform Sydney meetup, we spoke with New Business Manager at Google, Rebecca Robson to get a high level, holistic overview of YouTube. We looked at the three groups YouTube is made for - Users, Creators and Brands, and shared best practices on how to win on Youtube. Including how to reach the right people, win their attention and finally optimise toward your success metrics. What we covered: - Why YouTube - YouTube Users - Millennials on YouTube - Parents on YouTube - GenX on YouTube - YouTube growth - YouTube growth in Australia - YouTube creators - YouTube for brands - How can businesses win on YouTube? - How to find new customers - High-intent audiences - YouTube intent signals - Improved audience types - Google Search and YouTube - Custom intent audiences case studies - Creative for brands - YouTube optimisation and measurement

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VIDEO: Your Next
Growth Engine

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WHY YOUTUBE?
Why
YouTube?

3. Mission Statement
Give everyone a voice and a
chance to succeed, bring people
together, and show them the
world

4. Users Creators Brands

5. Users Creators Brands

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YouTube understands it’s
customer & makes technology
work for them

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Whether you use VICE to get news

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Whether you are a parent looking to
sympathise

9. #YouTubetaughtme

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YouTube is tons
of people eating
up tons of
different content...
_____+ hours of video uploaded every second
_____ people watching total of 1B hrs/day
Average viewer watches 1+ hr/day on mobile alone;
_____ of views occur on mobile
On an average day in the US, adults 18-49 years old
spend more time on YouTube than on any TV
network.
WHY YOUTUBE?
400
1.9B
60%

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16.3M
YOUTUBE IS WHERE...
australian adults spent an
average of...
24h35m
per person every month on YouTube
June 2019
Source: Nielsen Digital Content Ratings, Video, July 2019 People 18+, Panel + Census
Audience

12. Users Creators Brands

14. Users Creators Brands

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All viewers come to
the platform and
push play with the
same intention:
To watch great
video. Period
WHY YOUTUBE?

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With the
skip button,
advertisers must
earn attention
WHY YOUTUBE?

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How can Businesses
WIN on YouTube?

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Fundamentals to realising the video
opportunity
Optimize towards
success metrics
and measure to
prove it’s working.
Reach the right
people based
on their intent.
Win your audience’s
attention and give
them a way to take
action.

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Audience
Reach the right
people based
on their intent.

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YouTube has the viewership to
find new customers at scale.
AUDIENCE
1.9 Billion global monthly logged in users
watching over 1 hr per day on mobile
alone

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BILLION+ USERS EACH

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And, YouTube has the
precision to reach
high-intent audiences,
not just everybody.
Women
18-34
People who just
searched for makeup tips
Beauty Mavens
AUDIENCE

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These products are
using the incredibly
strong intent signals
from Search
from the rest of
Google
AUDIENCE

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Using these signals, we’ve built new + improved audience types:
Life
Events
Affinity &
In-Market
Segments
Consumer
Patterns
AUDIENCE

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Leveraging the Power of Search
Custom Intent Audiences
AUDIENCE

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searches for your
product/service
clicks to
your website
assuming
20% CVR
conversions
on your website
unconverted
site visitors
untapped in-market consumers
assuming
10% CTR
Even strong Search campaigns miss many undecided shoppers

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searches for your
product/service
clicks to
your website
assuming
20% CVR
conversions
on your website
untapped
in-market
consumers
assuming
10% CTR
unconverted
site visitors
Even strong Search campaigns miss many undecided shoppers

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CASE STUDY
Hawaiian Airlines used custom intent audiences to increase
flight bookings
69%
Flight bookings
Lower cost per booking
185%
ad
VIEW FARES

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CASE STUDY
Betterment drove sign ups and deposits by reaching high intent
audiences at a fraction of the cost of generics
+143%
lift in
brand searches
-50%
cost per sign up
compared to
non-branded
search
best way to invest savings

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Creative Message
CREATIVE
Win your audience’s
attention and give
them a way to take
action.

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YOU ARE EQUIPPED TO
ADVISE ON CREATIVE
BECAUSE
YOU ARE A CONSUMER
CREATIVE

32. comScore ARS Global Validation Summary, comScore, October 2010
Creativity in Advertising: When It Works and When It Doesn’t, Harvard Business Review, June 2013
Nielsen Catalina Solutions. Nearly 500 campaigns across all media platforms, Period 2016-Q1 2017
50% Price promotion,
distribution, etc.35%Creative
49% Media36%Creative
2X increase in ROI for effective creative
Impact
on Sales:
% Sales
Contribution:
Increase
in ROI:
13%
Media
15%
Brand
We need a good video creative
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Creative needs to thrive in this context
Viewers have a skip button
TrueView ads give viewers choice to skip after 5 seconds, which
rewards ads that capture attention right away.
Viewers can take action immediately
TrueView for action ads have a customizable button that lets
viewers click and take action. So, have a clear call-to-action.
Viewers have sight and sound
95% of YouTube video ads play in-view and with sound on.
BUY NOW
BUY NOW
Your brand
www.yourwebsite.com
[Your creative here]
your
icon
Skip ad
CREATIVE

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TRADITIONAL STORY ARC EMERGING STORY ARC
Lead in
Build
Climax/Big reveal
Offer
Branding
Start high
Subtle brand cues
Unexpected shift
Multiple peaks
More story for
those who want it
CREATIVE

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CREATIVE
Let’s apply this to Duracell…

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Overstock.com created a multipurpose
video campaign to increase conversions
CASE STUDY
+80%
Increase in
conversion rate
cheap dining tables bedding furniture

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Optimisation & Measurement
MEASUREMENT
Optimize towards
success metrics
and measure to
prove it’s working.

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Optimise your video campaigns to a target CPA with
new automated bidding
BUY NOW
a
d
ad
Target CPA bidding
+
*Target CPA bidding is
exclusively available
with the new TrueView
for Action video ad
format that drives
clicks & conversions.

39. Viewer chooses to watch
(does not skip*) and then
converts directly on website
Viewers sees ad impression
but skips ad and then
converts directly on website.
Viewer clicks on video ad
and convertsBUY NOW
and convert in 1 of 3 ways
Measure online conversions driven by views and
clicks on your YouTube video ads
Viewers watch on
any device/platform
Source: Google / Ipsos Connect, March 2016, GPS Omnibus, n=2,013 US online respondents 18+
▶ 75% of online adults 18–54 start an activity on one device, but continue or finish it on another
Conversion
View-
through
conversion
*viewer watches at least 10 seconds & converts within 3 days

40. Measure store visits driven by views and clicks
on your YouTube video ads
User visits store;
visit is recorded
in AdWords
[User has location
history enabled]
Viewers watch on
any device/platform

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MEASUREMENT
Brand Lift Survey to measure additional metrics

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How can Businesses WIN on
YouTube?

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Reach people
based on their searches,
intent, and habits on Google
Right message, right
format to drive action
Measure & Optimise to drive
results1
2
3
BUY NOW
a
dad
Fundamentals to realising the video
opportunity

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THANK YOU