Copyright Yuri Dolzhenko, Google Russia.

1. Yuri Dolzhenko

2. YOUTUBE USAGE IN RUSSIA
44.2M
users visit YouTube.com every month
Up to 300M
videos people watch every day
70% of Russian online video views are
YouTube videos
#3 Search platform in Russia
Source: Comscore, Dec 2012

3. MOST WATCHABLE PLATFORM
3.26 М
0.68М
0.15М 0.11М 0.10М 0.10М 0.03М
YouTube Mail.ru IVI.ru Tvigle Yandex Gazprom
Media
Vimeo
Number of video views per month
Source: Comscore, Dec 2012

4. YOUTUBE AUDIENCE
15%
22%
32%
21%
10%
45-5435-4425-3418-2412-17
Generation C
56% Male
44% Female
69% Working
Source: TNS Web Index, Dec 2012

6. GENERATION C BY THE NUMBERS
Curation
Share content on Facebook – 76%
Share photos they have found elsewhere online – 52%
Share videos they have found elsewhere online – 44%
Creation
Upload photos they have taken themselves – 67%
Upload videos they have created themselves – 33%
Make up 49% of Kickstarter’s monthly users
Connection
Sleep with or next to their phone – 91%
Feel disconnected without their mobile phone – 52%
Feel out of touch without access to their social networks
Community
Maintain a profile on a social network – 88%
Believe that interactions on social networks are as
meaningful as in person (Index 129)
Sources: BCG, Booz & Co, eMarketer, PEW institute, GFK, Quantcast

7. YOUTUBE USERS ARE MORE ENGAGED
Интенсивностьвнимания
ТВ
Время (секунды)
more attention to YouTube
Ads, than TV ads
1.5X
Biometrics data measured: Heart rate, Physical movement, Respiratory rate, Skin
conductance
Source: YouTube and TV, OTX study, 2008

8. YOUTUBE USERS RESPOND TO ADS
60% of users respond to ads
18%
16%
12%
11%
10%
7%
26%
Followed a link to visit brand
website
Searched for extra information in SE
Searched for extra information on
brand website
Shared ad with friends
Visit off-line shop
Bought advertised goods
Did nothing

9. YOUTUBE HAS MORE THAN 20 000 PREMIUM PARTNERS ALL OVER THE WORLD.
PARTNER VIDEO VIEWS ARE 30% OF ALL YOUTUBE VIDEO VIEWS.
Films and animation Sports TV & Shows
Music Entertainment

10. YouTube
Homepage

11. http://www.youtube.com/watch?v=a9Z-j4jmSio

12. YOUTUBE MASTHEAD
Overview
24 hour high impact placement
Highly visible format that drives views
and click-throughs at scale. Limitless options for
creativity and customization.
Remarketing available
Creative Assets
Opportunities for rich media, social integration, live
streams and more
Standard size: 970x250
Expandable size: 970x500
Placement
YouTube Homepage
Pricing Model
Reservation (CPD - Cost per Day)

13. YOUTUBE MASTHEAD LITE
Overview
Prominently display your video
Great for mass exposure and driving
video views
Remarketing available
Creative assets
Preset template, image and video use only
Video can be click to play or auto play
Standard size: 760x150
Expandable size: 970x500
Placement
YouTube Homepage
Pricing Model
Reservation (CPD - Cost per Day)

14. YouTube
TrueView Ads

15. TRUEVIEW ADS
0 5 10 15 20 25 30
Эмоциональное
вовлечение
Время в секундах
“Forced” to
watch Pre Roll
Choose to watch
Pre Roll
Those who choose to watch
TrueView for 75% pre-rolls
are more engaged then those
who forced to eatch pre-roll

16. TRUEVIEW IN-STREAM
Overview
Pre Roll ads on YouTube partner videos. Viewers can
choose to skip the ad after
5 sec. You only pay for ads they watch.
Highly engaging, highly visible ad format
Increases video view count
Remarketing available
Creative assets
Video, no max length, but less than
1min recommended
Optional companion banner (300x60)
Placement
Desktop and mobile app
YouTube Watch Page
Runs on partner videos only
Pricing Model
Auction (CPV - Cost per View)
You only pay for views, not impressions

18. http://www.youtube.com/watch?v=No7S8wAiZ2M

19. TRUEVIEW IN-SEARCH
Overview
People see your ad as they are searching for relevant
videos and can choose to click on it and watch it.
You only pay for ads they watch.
Increases video view count, improves organic placement
of videos
Remarketing available
Creative assets
Video, no max length
Placement
YouTube Search Page
Pricing Model
Auction (CPV - Cost per View)
You only pay for views, not impressions

20. TRUEVIEW IN-DISPLAY
Overview
Viewers see your ad next to another
video they are watching and can choose
to click on it
Advertisers are only charged when
people choose to watch your ad
Increases video count
Creative assets
Video, no max length
Placement
YouTube Watch Page
Pricing Model
Auction (CPV - Cost per View)
You only pay for views, not impressions

21. YouTube
Pre-Roll Ads

22. IN-STREAM (AKA PRE-ROLL ADS)
Overview
Extend your TV creative online to a lean
forward audience
700 Million Pre Roll impressions on YouTube
per month.
Highly engaging, highly visible ad format
Creative Assets
Video, max length 30 sec on desktop
and 20 sec on mobile
Optional companion banner (300x60)
Placement
YouTube Watch Page
Partner videos only
Desktop, mobile app and web
Pricing Model
Reservation (CPM)

23. IN-STREAM SELECT
Overview
Pre-Roll ad on YouTube partner videos. After
5 sec viewers can choose to skip it.
Advertiser is charged when the ad loads,
even if it’s skipped. You are not charged
for clicks through to your website
Increases video view count
Creative assets
Video, max length 30 sec
Optional companion banner (300x60)
Placement
YouTube Watch Page
Partner videos only
Price
Reservation (CPM)

24. YouTube
Display Ads

25. IN-VIDEO
Overview
Don’t have video assets but want to
engage video viewers on YouTube?
In-Video is the perfect ad format for
you
Ads are shown to users as they watch videos
within the relevant categories
Overlay can click through to an external
website, brand channel or a YouTube
video
Creative Assets
Text or Display overlay
Optional companion banner (300x250)
Placement
YouTube Watch Page
Pricing Model
Reservation (CPM) or
Auction (CPC or CPM)

26. STANDARD DISPLAY (MPU)
Overview
Extend the reach of your existing Display
campaign to YouTube’s captive audience
The MPU can link directly to your YouTube
Brand Channel or your website
No video assets required
Creative Assets
Banner Image (300x250) or
Flash/Rich Media (300x250)
Placement
Watch Page, Search Page
Pricing Model
Reservation (CPM) or
Auction (CPC or CPM)

27. YouTube
Targetings

28. TARGETING POSSIBILITIES
What do users watch online?
15%
14%
12%
9%
8%
8%
8%
7%
6%
6%
4%
Movies
Music
UGC
Humor
Cartoons
Scientific
News
Series
Educational
Entertainment
Sport
YouTube targeting:
- Demographic (age, sex)
- Geographic (country, cities)
- Topic
- Users’ interests
- Platform (desk-tops, mobile, TV)
- Content label (age restrictions)
Examples of users’ interests:
Auto&Vehicle
Auto&Vehicle BMW / Cadillac / Mercedes / etc…
Entertainment
Entertainment / TV Shows / Comedy / etc…
Topics examples:
Arts & Entertainment
Arts & Entertainment – Movies – Action & Adventure Films
Beauty & Fitness
Beauty & Fitness – Fashion & Style – Designers & Collections

29. Brand
Channels On
YouTube

30. ONE CHANNEL DESIGN

31. SPECIAL BRANDING

32. FIAT CHANNEL ON YOUTUBE

33. TRESEMME CHANNEL ON YOUTUBE

34. EKZO FRUITS

35. How to engage
YouTube audience
…or several key trends that no advertiser can miss

36. TV VIEWERSHIP??

37. ONLINE VIDEO GOES PRIME
Source: Yahoo Video Viewing Study
2009
2012

38. PSY PHENOMENON

40. WHY ONLINE VIDEO FOR
ADVERTISERS?
Online video is the only internet media that can deliver
highly emotional contact (compared to TV)
Online video ads deliver higher engagement

41. Turning passive viewers into engaged users
THE CHALLENGE

42. LET’S BACK UP A BIT...
Why do people come to YouTube?
education expressionentertainment

44. http://www.youtube.com/watch?v=We3MxsWdqOc

45. YiaYiaTube
More than 6.5 million views
1,500+ ‘Let YiaYia say it’ videos
generated by users
More than 30% of the views came
after TV flight ended
Shows how providing users
personalization tools can give the
campaign life beyond TV
RESULTS

46. Trends: own the content category

47. WHAT PEOPLE WATCH
64%
52%
42%
37%
35%
34%
31%
28%
25%
22%
21%
19%
11%
9%
8%
Movies
Videos from ordinary users
Music video
Humor
Cartoons
Scientific video
Series
Educational video
Entertainment videos
News
Music concerts
Sport video
Analitical prorgams
Commercials
Video from manufacturers
What audience watching on video hostings
65%
57%
45%
35%
27%
26%
26%
24%
17%
13%
News
Motion pictures
Educational programs
Entertainment
Documentary
Sports
Animation
Series
Social public programs
Kids programs
What people watch on TV
News –the most watchable content on TV
While in online people prefer to watch
movies and entertain themself

48. PEPSI ‘MUSIC HUB’
HOME%
A Home for Music
Why?
Pepsi is THE destination for all
things music and interactive
experiences that keep you
coming back for more. How will
we deliver? With Engagement
experiences …

49. RAMADAN CHANNEL
Online video hub dedicated to Ramadan with mix of relevant and
exclusive content for target audience.

50. RAMADAN CHANNEL
Above 54M Views
in 1 Month Only!
Unilever brands engaged with
millions of users during Ramadan
Huge Global, Regional and Local PR
coverage!

51. Trends: deliver interactivity with content

52. This interactive video lets you
instantly skip from one segment
to the next, deciding exactly
what you'll see and when you'll
see it. Using keyboard keys, you
can replay the skateboard
tricks, skip others, and create
your own rhythmic masterpieces
on the fly.
SPRITE ‘SKATEBOARDER'S TRICKS’

53. SPRITE ‘SKATEBOARDER'S TRICKS’
2,651,304 video views
http://www.youtube.com/watch?v=GGih5-MjHHo

54. Trends: special video content for YouTube

55. DOVE ‘REAL BEAUTY SKETCHES’

56. DOVE ‘REAL BEAUTY SKETCHES’
53,8 mln video views & over 3 mln shares
http://www.youtube.com/watch?feature=player_embedded&v=XpaOjMXyJGk

57. Trends: viral content is a king

58. TNT ‘DAILY DOSE OF DRAMA’
8,662,200 video views
http://www.youtube.com/watch?v=ZIkPeZKP-d4

59. GOOGLE ‘NOSE’
6,238,006 video views
http://www.youtube.com/watch?feature=player_embedded&v=VFbYadm_mrw

60. Trends: YouTube & Social Media

61. IKEA ‘HAPPY TO BED’
4,045,948 video views
http://www.youtube.com/watch?v=rmiEvUTckmk

62. Trends: build reliability with celebrities

63. SEMENOVICH FOR EKZO

64. DURANT & WADE FOR GATORATE
10,462,452 video views

65. WHAT COULD BE
USEFUL 4 U?

66. http://www.richmediagallery.com/
http://www.youtube.com/watch?v=tLaK7UWCu1A

67. http://www.google.com/think/
http://www.youtube.com/watch?v=1wQYwajOwuA

68. RESOURCES
http://www.google.com/think/
Insights & Cases
http://www.google.com/think/articles/youtube-leaderboard-may13.html
YouTube Monthly Ads Leaderboard
http://www.google.com/trends/
Google Market Trends
https://the-zoo.appspot.com/us/en
Fresh Cases On Google Resources
http://www.youtube.com/onechannel
About one channel design & channel examples

69. YURI DOLZHENKO
dolzhenko@google.com

70. THANK YOU!