Advertising on you tube

Advertising on YouTube
Product, Sales, Set-Up & Measurement
June 29, 2010

YouTube Confidential and Proprietary
Agenda
  Overview of Online Video & YouTube
  YouTube Channels
  Search: Promoted Videos
  Watch: Display and In-Stream
  Discover: Homepage Ads
  Summary
  Q&A

3 
3
3
YouTube is the world’s largest entertainment platform,
…where people enjoy the largest selection of videos &
collaborate with others to create a unique viewing experience
…and marketers get access to the world’s
most engaged audience

Google Confidential and Proprietary 4
It’s Not Hype. YouTube is HUGE.
YouTube is…
• 108MM monthly US visitors - more than
the entire viewership of the Super Bowl
• 482MM monthly worldwide visitors -
making it the 3rd largest country in the
world.
…the #1 Online Video Site.
Period.
• 4th largest site on the Internet
• 24 hours of video uploaded every
minute
• 5 billion video streams every month,
equalling 40% of all video views
online
Sources: comScore VideoMetrix; comScore MediaMetrix Dec09; Internal Logs

Fun Fact: In 2009, Americans spent more time viewing
video online than checking e-mail
180
160
140
120
100
80
60
2008 2009 2010 2011
US Online Video Viewers (millions)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2008 2009 2010 2011 2012 2013
%ofInternetUsersViewing
OnlineVideo
U.S. Online Video Penetration
Source: eMarketer, July, 2009
Online Video has already gone mainstream

Source: comScore, July 2009, YouTube internal
27% of YouTube sessions contain at least 1 search
Prepare a strategy for the #2 Search Engine

Google Confidential and Proprietary
7
Three Simple Ways to Engage Customers
As They
Search…
Promoted
Videos with
Call-to-Action
While They
Watch…
Invideo
Display
Advertising
Through YouTube
Channels
Customized
Channels

8
Created in AdWords, shown on YT

Agenda
  Search: Promoted Videos and YouTube Insight
  Summary
  Q&A

 Clients who want to “be on YouTube”
 Clients with videos
 Clients focusing on building community
 Clients with social media strategies
Who is a good fit for YouTube Channels?

Create a Home on YouTube
• Brand Channels create a destination for
brands to drive traffic, attract
subscribers, and enable distribution.
• Continually update new content,
playlists and experiences to encourage
increased viewership.
• Build your own custom implementation
that truly represents your brand and
campaign.
Build a Loyal Audience
• Each new video uploaded will auto-
populate into logged-in users
homepage
• Driving multiple programs from same
channel will provide consistency for
user and enable marketers to
leverage built-in user base
Brand Channels

Brand Channels vs. User Channels
Areas Characteristics User
Channel
Brand
Channel
Custom Channel
Features Autoplay Yes Yes Yes
Features Channel Page Header Banner No Yes Yes
Features Side Column Image No Yes Yes
Features 1 MB Image No Yes Yes
Features Custom Gadget No No Yes ($200K minimum media
investment
Features “Off the shelf” gadget (Mosaic, Video Wall, Contest) No No Yes ($200K min investment.
Contest min is $500K.)
Features Watch Page Banner No Yes Yes
Features Length of Videos <10 Mins <10 Mins No
Tracking Remarketing No Yes Yes
Tracking Analytics No Yes Yes
Tracking 1x1 Ad Tag Support No No Yes
Tracking Simple 1x1 No No Yes
Tracking Geo Restrict Redirect No No Yes

Brand Channel Wireframe

What metrics should I look for on Channels?
  Subscriptions
  Comments
  Visits
  Clicks on Branding Banners
  Additional data from Analytics (visits from site, etc.)

15
As They
Search…
Promoted
Videos with
Call-to-Action
While They
Watch…
Invideo
Display
Advertising
Through YouTube
Channels
Customized
Channels

 Clients focusing on search
 Clients with videos
 Clients who want to spread the word
 Clients with visual products
 Clients willing to create video
Who is a good fit for Promoted Videos?

•  Promoted Videos increase views for
your client’s videos
•  Call-to-Action Overlays use those
views to drive traffic to client’s
external website
•  An option when video is promoted
•  Appear on the advertiser’s videos
•  Client controls content and click-
through URL on overlay
•  Appear on the video regardless of
how each user discover it
User clicks on Promoted Video Link
User clicks on Call-to-Action Overlay
Promoted Videos and Call-to-Action overlay

“With PV on Search, you will capture demand when people search.  
Complement this with PV and Display ads on the millions of other YouTube pages; create 
demand with ads on Videos (watch) and other pages (browse) on YouTube” 
Complement Search with PV elsewhere

Promoted Videos Case Study: Zagg Inc.
Link: youtube.com/results?search_query=zagg+customer+testimonial&aq=f

Promoted Videos – Where the click occurs

Choose to Play video in the Watch Page

Or to Play video in the Channel Page

Promoted Videos & CTA Demo & Case Study
Link to case study: http://www.youtube.com/watch?v=p4tuTi8_z6Q

Targeting Search pages with Promoted Videos
Se#ngs  •  Google Search Partners 
Formats 
Call to Ac2on 
Repor2ng 
Op2miza2on 
•  Promoted Video Ad (DAB>Audio & Video) 
•  Once PV is acLve, CTA overlay opLon appears 
(YouTube account>Video>Edit) 
•  Impressions, clicks, conversions, etc. through 
“Search Networks” AdWords report. CTA overlay 
reporLng: “Insight” secLon in YouTube account 
•  Expand high performing keywords 
•  Test new engaging ad text & videos 
•  Learn from YT Insight ‘hot spots’, demos & more 
Ad Groups  •  Keywords from the YT keyword tool

Targeting Watch, Browse & GCN pages with PV
Se#ngs 
Formats 
Repor2ng 
Op2miza2on 
•  Google Content Network only. By leaving 
managed placements empty, ads show on 
Watch, Browse & GCN pages 
•  Networks Tab 
•  Impressions, clicks, conversions, view through 
conversions by video URL 
•  Expand high performing ad groups 
•  Want to placement target videos? Use VTT codes 
only; targeLng a URL does not work 
Ad Groups  •  50‐100 Lghtly themed ad groups 
•  Promoted Video Ad (DAB>Audio & Video) 
Call to Ac2on 
•  Once PV is acLve, CTA overlay opLon appears 
(YouTube account>Video>Edit)

What metrics should I use for Promoted Videos?
  Video Views
  Clicks on Ad
  Clicks on Call-to-Action Overlay
  Click-through Conversions
  View-through Conversions
  “Likes”

Agenda
  Channels
  Promoted Videos
  YouTube Insight
  Display
  In-Stream
  Review
  Q&A

YouTube Insight Demo
(Access Insight for each video in the YouTube Account)

  Views: See pages & sites where users watched the video.
  Discovery
  On what sites has the video been embedded?
  Search terms used to find the videos through organic & paid
  “Advertising”: Views driven by Promoted Videos
  Demographics
  Who is viewing the video? Create a campaign targeting them.
  Hot Spots
  Hot spots indicate the most engagement. Cold spot? …Edit.
  Call to Action
  Learn the number of clicks on Call-to-Action overlays
How will YouTube Insight help my campaign?

30
As They
Search…
Promoted
Videos with
Call-to-Action
While They
Watch…
Invideo
Display
Advertising
Through YouTube
Channels
Customized
Channels

 Clients you are pitching display to now
 Clients excited about YouTube
 Clients that are performing well now
 Clients with video collateral
Who is a good fit for YouTube Display?

32
YouTube pages that show ads
Search PageHomepage
Watch Page Browse Page

Setting up InVideo Display Ads in AdWords
33

Browse Page: 300x250 Display Ad
YouTube Video Browse Category
• Includes dedicated categories–advertisers can run on the homepage as
well as against video content within those categories
• Advertisers can run Rich Media ads on the Videos Channel page

YouTube Partner Content
MAINSTREAM CONTENT
LONG TAIL
EMERGING MIDTAIL
Jonas Brothers  Howcast  Mondo Media 
Next New 
Networks 
JK Wedding 
Video Dance 
Charlie Bit Me 
Universal Music 
Group  HBO  ESPN  CBS  NY Times 
THE “NEW” MAINSTREAM
Fred Figglehorn 
Over 3,000 content
partnerships from
established names to
YouTube made celebrities

Engage your Audience with Media
As They Watch Our Premium Content…
• Over 3,000 Content Partnerships, 20+
categories
…With Effective Creative Ad Formats…
• Users watch partner videos for
over 2 minutes on average.
…That Are Well Targeted
• Use a variety of options to
reach the right audience with
your media Demo Geo Buzz
And
More…
Source: Internal Logs

The Video Targeting Tool

Setting up InVideo Display Ads in AdWords
38

Top 2 ways to target Display on YouTube
1. Keyword Contextual Targeting
Leverage Google’s proprietary contextual
matching to find relevant video context to
show your display ad in and around
2. Placement Targeting (Video Targeting)
Use the new Video Targeting Tool to find
the most relevant and specific categories,
channels & videos for display ads

Contextual targeting
limited to showing on
YouTube.com
Wider exposure, with specific targeting
- Use 50-100 tightly themed ad groups
- Limit to showing only on YouTube.com
- Show on related content and fresh content
Contextual Targeting with many ad group themes
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup4
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup5
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup6
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup2
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup3
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup7
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup8
Text Ads
Keywords
Negative Keywords
Geo Targets
Language Targets
Ad Schedule
AdGroup9
Themes
Keywords

Campaign Setup: Contextual Targeting
Se#ngs 
•  Google Display Network 
•  Only on the placements I manage 
Formats 
Placements 
Repor2ng 
Op2miza2on 
•  invideo overlay + companion 
•  480x70 by itself 
•  300x250 by itself 
•  YouTube.com only 
•  Placement Performance Report 
•  Impressions, clicks, conversions, view through 
conversions by video URL 
•  Expand high performing ad groups w/CYN 
•  Want to placement target videos? Use VTT codes 
only; targeLng a URL does not work 
Ad Groups  •  50‐100 Lghtly themed Ad Groups

Placement Targeting on YouTube
Extreme brand sensitivity
-Continually add videos to prevent becoming ‘stale.’
-VTT makes adding easy!
Channels
Brand sensitive, but wants greater exposure
-Limited to only channels selected
-New content will be added by YouTube partner
Category
Wants broad exposure on relevant content
-Select the relevant categories
-New content will be continually added
Video
Choose placements with the Video Targeting Tool

Se#ngs  •  Google Display Network 
•  Only on the placements I manage 
Formats 
Placements 
Repor2ng 
Op2miza2on 
•  invideo overlay + companion 
•  invideo overlay 
•  YouTube categories 
•  YouTube channels 
•  individual videos 
•  Placement Performance Report 
•  Impressions, clicks, conversions, view 
through conversions 
•  What placements performed well? 
•  Add new codes through VTT 
Save codes 
directly from 
VTT! 
Campaign Setup: Video Targeting Tool

Video Targeting Tool Demo
google.com/videotargeting

What metrics should I use for Display?
  Clicks on Ad
  Click-through Conversions
  View-through Conversions
  Search Lift (Campaign Insights)
  Visits to site from YouTube (Analytics)

Watch Page: In-Stream Ads
Pre-Roll Mid-Rolls Post-Roll
Ad functionality
• 15 or 30 secs
• No skipping
• Click thru
Metrics
•  Plays, Mid-point / Completes
•  Clicks / Click rate
•  Third party tracking
Pricing
• CPM
• Companion - value add
Companion value add
(currently only on YouTube)
• 300x60, static or flash
• Runs between breaks
• Click thru

 Currently spending on TV advertising
 Looking to drive engagement and brand awareness
 Have 30 second or 15 second videos created
Who is a good fit for In-Stream Ads?

Target with the Video Targeting & Placement Tools

What metrics should I use for In-Stream?
  Play-back rate
  Completion rate
  Click-through rate
  View-through conversions
  Clicks on Ad (Companion or in-stream ad)

Buying Media on YT: Reserving vs. Bidding
Auction
• Flexible, Real time Buying
• Competitive Pricing
• Bid by CPM or CPC
• Instant Optimization
Reservation
• Guaranteed Impressions
• Fixed Price
• Pay by CPM
• Signed Contract

Agenda
  Channels
  Search: Promoted Videos and YouTube Insight
  Watch: Display & In-Stream
  Discover: The YouTube Homepage
  Q&A

 Want to drive awareness
 Regularly buy media on portals
 Are planning to launch a new product or brand
 Have creative resources
Who is a good fit for the YouTube Homepage?

The YouTube Homepage
Reach
Impact

An audience of 19 million peopleMillion
Sources: TV: Nielsen Media Research (July 20-26), Magazines: Magazine Publishers of America (2008),
Newspapers: Audit Bureau of Circulation (April 2008), Movies: Box Office Mojo (2007)

66% of YouTube
visitors did not go to
MySpace
Over 40% of YouTube homepage visitors do not
visit the main portals on the same day
55
YouTube homepage visitors that
do not visit other homepages
Source: Compete, % of Unique Homepage Visitors, March 2009
41% of YouTube
visitors did not go to
AOL, MSN, Yahoo, or
MySpace

High reach across all demographics
0
5
10
15
20
25
%
% Reach
Source: comScore MediaMetrix, November 2009

Source: Homepage Impact Study, November, 2009. N = 140. Median of exposed group as compared to control group indexed at 100%.
1.8X
2.7X
4.0X
3.7X
4.7X
Control
Exposed
Ad exposed users 4.7X more likely to
take action
Top performing
campaign 4X 18X 6X 6X 18X
Homepage Ads Spark Brand Engagement

Agenda
  Search: Promoted Videos
  Summary
  Q&A

  Online Video is mainstream.
  Setting up YouTube campaigns is easy in the AdWords interface.
  YouTube Channels create a home for clients’ brand & content.
  Capture users while they search with the most engaging format
available: Promoted Videos with Call-to-Action overlay
  Capture users while they watch through Invideo Display and In-
stream ads
  Reach and captivate millions of users through Homepage ads
Summary

Appendix

In-Stream Technical Specifications
* Video must be 30 seconds or less (30's, 15's, 10's, 5's)
* Video must allow embedding
* Maximum length: 15 and 30 seconds acceptable for long-
form, 15 seconds or less for short-form
* Video Format: H.264, MPEG-2 or MPEG-4 preferred
* Aspect Ratio: Native aspect ratio without letterboxing
(examples: 4:3, 16:9)
* Resolution: 640x360 (16:9) or 480x360 (4:3) recommended
* Audio Format: MP3 or AAC preferred
* Frames per second: 30; Maximum file size: 1 GB
Resizing your video to these specifications before uploading
will help your videos look better on YouTube. Guidelines
for video upload are available via the YouTube Help
Center.
In-Stream Click Through
* Required
* 3rd Party click redirect or click command accepted
* Destination URL and Landing Page URL must drive to
same domain
Optional In-Stream Video Tracking
* Ad can only accept one of the below 1X1 pixel's:
o 3rd Party impressions - 1x1 tracking pixel accepted
o 3rd Party midpoints - 1x1 tracking pixel accepted
(OR Brand Study Pixel)
o 3rd Party completes - 1x1 tracking pixel accepted
All tracking should come from a pre-approved 3rd party
vendor.
Approved 3rd party vendors: http://www.youtube.com/t/
ads_specs_policies
In-Stream 300x60 Companion Banner Technical
Specifications
* Dimensions accepted: 300x60 pixels
* Formats accepted: JPG, static GIF
* Maximum file size ( JPG/GIF): 50 KB
* Maximum animation: 15 seconds
* Audio: N/A ; Rich Media is not accepted for this unit
Watch Page: In-stream ads

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