Presentatation held by Radu Stoica, from Google, during the Don't Skip Day event, powered by Google and 2Parale.

1. Google Confidential and Proprietary
INTERNAL ONLY | August 2013
YouTube
Radu Stoica
Analytical Lead
Google Romania

2. Google Confidential and Proprietary
of time spent online is users
searching Google
5%
Search is key, but only part of the story

3. Google Confidential and Proprietary
The power of sound, sight & motion
Still one of the most powerful forms of advertising

4. Google Confidential and Proprietary
{Quiz Question}
How many unique users has YouTube in
RO?
A. 4M
B. 5M
C. 6M

5. Google Confidential and Proprietary
{Quiz Question}
How many unique users has YouTube in
RO?
A. 4M
B. 5M
C. +6.7M without mobile traffic Correct
Age + 14, desktop only

6. Google Confidential and Proprietary
The YouTube Ecosystem
Viewers
PartnersAdvertisers
YouTube

7. Google Confidential and Proprietary

8. Google Confidential and Proprietary
INTERNAL ONLY | August 2013
Mikey Hash - +800.000 subscribers !

9. Google Confidential and Proprietary
{Quiz Question}
How many subscribers has the biggest
music channel in Romania ?
A. 250k
B. 500k
C. 1M
D. 1.5M

10. Google Confidential and Proprietary
{Quiz Question}
How many subscribers has the biggest
music channel in Romania ?
A. 250k
B. 500k
C. 1M
D. + 1.7M - Correct

11. Customers choose
relevant ads
Ads break through when users are given a choice
Advertisers pay for
engaged views
Good creative
is rewarded
CHOICE
Strategy: when consumers choose, advertisers win

12. Google Confidential and Proprietary
Best Targeting
Topics/placement/keywords/demo/interest categories/
The value proposition of TrueView
Efficient
Never pay for wasted impressions again!
Only pay when a user chooses to watch your video
Cross-Platform
Appear across all devices including mobile and tablets and both YouTube and the Google Display
Network
Social
Users can easily interact with, like, and share your video!
You receive more “earned” views than you pay for.
Close the loop
Users that want to know more about your brand and products
can be redirected to your website.

13. Three ways to promote video via invitation
Options: Choice-Based Ads
TrueView In-Stream (in-
stream video)
TrueView In-Display
(thumbnail video)
Masthead
(expandable banner)

14. TrueView In-Stream
Appearing on Watch pages & embedded videos
Variations/Creative Assets
• YouTube Video – no max length
• Optional Companion Banner (300x60)
Targeting
• Interests, Topics, Demographics,
Remarketing, etc.
Pricing
• Auction, CPV (Cost-per-View)
• Advertiser pays after 30 seconds or end
of video, whichever comes first.

15. TrueView In-Display
Now running across YouTube content and Search Network
Overview
Clickable thumbnail ads placed to the
right of videos on YouTube Search, the
YouTube Video Network and GDN
Creative Assets
• YouTube Video – no max length
Targeting
• Keywords, Interests, Demographics,
Topics, Remarketing
Pricing
• Auction, CPC (Cost-per-Click)
• Advertiser pays when viewer clicks on
thumbnail

16. TrueView Across the Funnel
Driving more awareness, interest, consideration, and purchase
Engaged Video Views
Social & Searches
Interaction &
Site Visitation
Conversions
Awareness
Interest
Consideration
Conversion
Higher value
Higher volume
TrueView
In-stream can be
used across entire
funnel
Affinity Segments
Custom Affinity
Similar Audiences
Re-marketing
Demo
Topic

17. Targeting Approach
Buy against content that aligns with your brand
Topic Targeting
Have your ads only appear against the
most relevant subjects that you choose.
1. 1 Million+ channels
2. Layer Audience targeting on top of
topic targeting to get even more
specific
3. Focus buy on the content where
your audience over indexes
Awareness
Aware
ness
Awareness

18. Reach Similar Audiences
1) Select a remarketing
list as an example of
your target audience
3) Your original Remarketing list is automatically excluded from your
Similar Audiences list
2) Enable Similar Audiences
Look-a-like technology lets you to
take signals from your GDN
remarketing list
Aware
ness
Consideration
Example:
Cross Country Home Services has 18K
site visitors, but 77K Similar Users

19. Retargeting – Cover The Basics
Aware
ness
Conversions
Client Headline
clientURL.com
General guidelines:
- Remarketing should be an
always-on, DR-focused aspect
of a TrueView strategy
- Benchmark site visitor list size
before and after running a
TrueView campaign, and assign
value to those users
Target both
kinds of lists

20. 20 Google confidential
Additional
clicks to
website
10K EUR YouTube campaign
25% average view
thru rate - estimation
FREE!
500-800k.
engaged
views
+ FREE
engaged
earned views
through social
or follow-on !
2-3 mil impressions

21. Key Metrics to Track
Consideration
*Can use data from AdWords for Video to track website traffic uplift through our betas.
Conversions & View-through-
conversions
Website traffic uplift*
Website Clicks
Cost-per-views
Views & Follow-on views
Subscriptions
Likes and dislikes
Favorites
Comments
Sharing
Engagement
Impressions & Earned Activity
Video Metrics in AdWords for Video: Social Metrics in YouTube Analytics:

22. YouTube Analytics
Consideration
Report Types Discover Metrics That Matter
Total Shares By Video
Views/Subscribers Trend Traffic Segmentation by Source
Discover Audience Segments

23. Measure the metrics
that matter
Improve effectiveness
mid-flight
By understanding what works
in near real-time
Results you
can trust
Reflecting our
best-in-class methodology
Introducing Brand Lift
Brand Lift lets you measure the metrics that matter with
results you can trust to improve effectiveness mid-flight
Google Confidential and Proprietary
Brand awareness, ad recall, brand
interest, consideration,
favorability, and purchase intent

24. What is Brand Lift?
What we report
How we
measure it
Which types of
questions will we
help answer
Ad recall
Brand Awareness
Consideration
Favorability
Purchase Intent
Surveys
Which demo is driving
the highest lift in
brand awareness?
Brand
interest
Organic Search Activity
(on Google and on YouTube)
Is my campaign inspiring
consumers to search for
my brand or products?
Google Confidential and Proprietary

25. Measure the increase in ad recall, brand awareness,
consideration, purchase intent*, and favorability* directly
attributable to your TrueView campaign
53.3% lift in ad recall
* To start with, only available in the US for surveys in English, with global launch 6 July.

26. 8.2% lift in organic search activity
Measure the increase in brand interest
directly attributable to your TrueView or Display campaign

27. How does Brand Lift work?
Robust methodology, easy implementation and near real-time results
the control group
are people who were randomly
selected to see other ads
the exposed group
are people who will see your ads
Google technology creates
2 randomized groups
Robust research design
Serve a survey and/or analyze
organic searches on Google.com and
on YouTube.com to these 2 groups
Tagless implementation
We gather the responses
and compute the results
as early as 2+ weeks*
Fast and free results

28. Online video is not the same as display or search; have realistic
metrics1
Testing and iterating is important; measurement is key to this2
Don’t rely on just clicks / click conversions, view-through conversions
and other metrics are crucial3
Measurement Takeaways
Take advantage of Brand Lift studies to see the full picture4

29. 1
2
3
Make relevant or interesting ads that people want to watch (like
content)
Spark curiosity in the first 5 seconds to increase
view rate (for in-stream)
Shorter is better. Completion rates double for :15s vs :30s.
Longer can work if creative is engaging, like movie trailers.
YT Best Practices

30. Vodoo Video Website: http://voodoovideo.ro/
Contact: Valentin Vacarus valentin@voodoovideo.ro Tel. 0744.374.155
Kubis Interactive Website: www.kubisinteractive.com
Contact: Alina Ivan alina.ivan@kubisinteractive.com Tel: 0756.169.055
Monday Media www.mondaymedia.ro
Contact: Adrian Anton adi.anton@mondaymedia.ro Tel. 0730.191.839
Constantinescu Film Website: www.alexandruconstantinescu.com
Contact: Alexandru Constantinescu c.alexandru@icloud.com Tel. 0736.521.927

31. Thank You!