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art   science

           advertising 3.0
       presented by
       the ZOO at Google YouTube
digital revolution
digital revolution
         everything’s changing faster
audience behavior has
  changed as well



so why did I come to google | youtube?
audience behavior has
  changed as well




traditional
so why did I come to google | youtube?



advertising alone
no longer works
invention, innovation
orchestration and the user



advertising 3.0
so why did I come to google | youtube?




the target user
it’s not |about the audience anymore
so why did I come to google youtube?




the target user
it’s not |about the audience anymore
so why did I come to google youtube?
                 it’s about people using advertising as a tool



the target user
to be entertained
to be informed
to be provided utility
how do we see it?
brands don’t
sell brands,
brands don’t
 sell brands,
people sell brands
meet Walt
meet Walt   the ad test dummy
emotion

mentality

volition

conscience

self consciousness
he feels
emotion

he thinks
mentality

he chooses
volition

conscience and standards
he has norms

he can pick himself out in a mirror
self consciousness
and the traditional approach to advertising to Walt...
otta have this car!
You g
message




emotion
emotion   self-consciousness
Is this car really me?




emotion                    self-consciousness
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
viewpoint

                        norms and standards


                                frame of reference
mentality
                                  memory center


                                    vocabulary
viewpoint

                        norms and standards


                                frame of reference
mentality
                                  memory center


                                    vocabulary
conscience
I’m Sold!
and if we do our job right.
and if we do our job right. Walt will tell even more friends.
our job...
rand
                       b
                      e es
       ssive
     pa rs
                  tiv t
                c ca
               a o
  rn we             v
         into
tu ie            d
   v            a
how?
brand attributes
brand attributes


    target audience
brand attributes


                        target audience
digital behaviors
brand attributes


                                target audience
digital behaviors




                    digital strategy
successful campaigns are

not just about
selling stuff
or creating more unwanted noise.
it’s about

creating something
that enhances life
it’s about

creating something
that enhances life
             that is memorable, that delights, inspires
             and surprises. something that makes a
             person want to own it, riff on it, and
             share it with others...
five big   advertising 3.0 opportunities
five big   advertising 3.0 opportunities
1   social: creating time, not buying time
five big   advertising 3.0 opportunities
1   social: creating time, not buying time

2   video: live streaming video; online microcast
five big   advertising 3.0 opportunities
1   social: creating time, not buying time

2   video: live streaming video; online microcast

3   data visualization: turning the conversation around
five big   advertising 3.0 opportunities
1   social: creating time, not buying time

2   video: live streaming video; online microcast

3   data visualization: turning the conversation around

4   augmented humanity: creating an annotated world
five big   advertising 3.0 opportunities
1   social: creating time, not buying time

2   video: live streaming video; online microcast

3   data visualization: turning the conversation around

4   augmented humanity: creating an annotated world

5   transmedia: the brand experience translated to multiple mediums
remember the mobile phone?
remember the mobile phone?



            it used to be
        about convenient
         communication
now we can talk to it
Future of advertising 3.0 Mike Yapp - Google
we see through it
Future of advertising 3.0 Mike Yapp - Google
and we even learn with it
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
but users won’t stop there
          they want more...
augmented humanity
Future of advertising 3.0 Mike Yapp - Google
and it’s not just annotating
Future of advertising 3.0 Mike Yapp - Google
so whadaya
gonna do
about it?
listen to the user
         visualize the data
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
put ’em on the map
let’em learn
about your
brand
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
make your brand, their brand
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
give the user a stage
do you know this young man?
the most
popular man
on youtube
ryan higa
views: 135,177,211
total upload views: 779,400,409
subscribers: 3,613,588
youtube stars: the station
                                    YouTube’s most popular partners collaborating on sketches, movie parodies, and web series.




shaytards                charlestrippy
The daily online         Hundreds of
reality show featuring   thousands of fans
YouTube’s larger-        follow the daily
than-life family guy,    adventures of Charles   KassemGtwo
Shay Carl. Shay is       Trippy – a college
                                                 KassemG is known
set to eat his way       grad and social media
                                                 for outrageous “man
through Jazz Fest.       star who’s built a
                                                 on the street”
                         huge following of
                                                 interviews on Venice
                         viewers
                                                 Beach in addition to                                                                      AndreasChoice
                                                 starring The Station’s                                                                    Make-up and fashion
                                                 biggest sketch                                                                            gurus are huge on
                                                 comedy hits.                                                                              YouTube and Andrea is
                                                                                                                                           The Station’s own
                                                                          Lisa Nova            NicePeter                                   fashion reporter.
                                                                          YouTube’s original   The Station’s
                                                                          female comedy        musical
                                                                                                                                           Timothy
                                                                          star, famous for     mastermind and                              DeLaGhetto2
                                                                                                                                           Tim is a rapper/fashion
                                                                          her pop-culture      creator of
                                                                          parodies and         countless song   Channel Views: 14.6M+      fanatic, who’s laying
                                                                                                                                           down lyrics one minute,
                                                                          celebrity            parodies and
                                                                          impersonations,      improvised       Total Video Views: 119M+   appearing in a comedy
                                                                                                                                           vlog the next, and then
                                                                          and a found of       comedy tunes.
                                                                                                                                           reviewing new sneakers
                                                                          The Station.
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
helping to increase sales of the
           Sienna by 18.5 percent through
           November, double the industry
           average for minivans

           imitation = engagement
           8.8 million views since may

changed perceptions
           sienna swagger wagon = cool
tap into the zeitgeist
YouTube
                              Stars




Hauling / YouTube Community
YouTube
Stars
“you don’t have to spend the money and you
still get the thrill – it’s like shopping porn”
– Kit Yarrow, PHD, Consumer Psychologist and author of Gen Buy




hauling with elle and blair
                                             elle and blair’s videos have been viewed more than 230 million times
Future of advertising 3.0 Mike Yapp - Google
let’em discover
Future of advertising 3.0 Mike Yapp - Google
real time gratification
           tipp-ex “hunter vs bear”
           35M since august
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
spread the fun to everyone
from on-premise
 sponsorship to
 global audience

live streaming video


               Bonnaroo on-site attendance: 75k total live streams: 4.3M
                                   average live streams: over 3.6M (day of)
                                average video on demand views within 72
                                      hours of initial live event: over 2.4M
                                  *Source: Google internal data- US only, total streams across 3 day festival broadcast)
                                                                                           **Source: A/C entertainment
Future of advertising 3.0 Mike Yapp - Google
maybelline
Future of advertising 3.0 Mike Yapp - Google
Germany               Korea                     Brazil




                              harry potter
                   and the deathly hallows
                     global live streaming of the red carpet premiere
18 countries, 8 languages on Youtube, MySpace and Facebook
                              637,884 live streams
one brand presence
managed in one place
living simultaneously on many sites
                         and devices
Future of advertising 3.0 Mike Yapp - Google
live video



     social
connections
               localized map
               widget
   live chat

               coupons

               music
YouTube
Orkut




Facebook




           YouTube




                     Brandsite.com
a global brand
message
a global brand
message
seamlessly
integrated with
local content
Future of advertising 3.0 Mike Yapp - Google
one unified experience,
across many sites
and devices
Future of advertising 3.0 Mike Yapp - Google
linked and managed globally
and localized to regions.
Future of advertising 3.0 Mike Yapp - Google
for 60 years people have been

           watching
maybe even   dreaming in
             third-person
since the camcorder archiving life has
become as important as experiencing it
since the camcorder archiving life has
become as important as experiencing it

     life in narration
never before has there been a place
where anyone in the world can go and
instantly find and share
            a story that
            reflects their
            life experience
and it all begin at the zoo
Future of advertising 3.0 Mike Yapp - Google
what has it become?
what has it become?
one of the most powerful
means of communication
in the world
Iran Protests / YouTube
Future of advertising 3.0 Mike Yapp - Google
Future of advertising 3.0 Mike Yapp - Google
VIDEOCRACY
and no matter who you want to
motivate whether you are a brand or
and individual
             you have a voice
Future of advertising 3.0 Mike Yapp - Google
thank you
the zoo at google | youtube

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