Danske Bank & YouTube. Carina Gjerløv, Martin Stenner, Inge Selawry - 27 February, 2017

Transcription

1 Danske Bank & YouTube Carina Gjerløv, Martin Stenner, Inge Selawry - 27 February, 2017

2 Our pillars of Collaboration with Companies 1. Insights 2. Media 3. Innovation 4. Results 5. Capability

3 Agenda Digital First Marketing YouTube in Action for you Google Confidential and Proprietary

4

5 Would Google be crazy to buy YouTube? No doubt about it. Moronic would be an understatement of a lifetime. Google Confidential and Proprietary

6 What happens on YouTube? Growing... Watchtime +50% YoY 3 years in a row 50% watched on MOBILE Every day, 26% of year-olds watch YouTube on their smartphone smartphone Some of the biggest categories is Music, Movies, How-to & Auto You can become World Champ if you watch Howto on YouTube Google Confidential and Proprietary

7 The world is moving to

8 Winning The Moments That Matter Confidential & Proprietary

9 you understand... your customers great stories what works Google Confidential and Proprietary

10 Find potential customers of the category and light users of your brand and services Find potential customers of the category and light users of your brand speak to all of them, often, especially prior to purchase speak to all of them, often, especially prior to purchase and make it easy for them Through Mental and Physical to remember, availability find and buy your product = Do I remember it when in need? Can I buy it when I want to? and make it easy for them to remember, find and buy your product and services Google Confidential and Proprietary Google Confidential and Proprietary

11 How do I find more customers? How do I stand out in a cluttered marketplace? How can I measure results and drive ROI? Google Confidential and Proprietary Google Confidential and Proprietary

12 We don t go online. We live online.

13 Google Confidential and Proprietary

14 The new battleground for brands I want-to-watch I want-to-know I want-to-find I want-to-buy Consumer moments create relevant signals, across screens Google and Confidential devices and Proprietary Google Confidential and Proprietary

15

16 More signals More types More sources Finding better answers to marketing challenges a trillion times a year

17 How do I find more customers? How do I stand out in a cluttered marketplace? How can I measure results and drive ROI? REACH better qualified people at scale IMPACT the purchase decision and win in the moments that matter Drive measurable RESULTS Google Confidential and Proprietary

18 Reach the right people at scale Google Confidential and Proprietary Google Confidential and Proprietary

19 Google Confidential and Proprietary

20 Signals make yesterday s wishlist today s reality I want to speak to people who can be my customer... Who is in-market for my products or services? Who has chosen to interact with my brand? Who looks like my existing customers? Google Confidential and Proprietary Google Confidential and Proprietary

21 Who is in-market for my products or services? Google Confidential and Proprietary Google Confidential and Proprietary

22 Dynamic, personalized algorithms looking at recent and repeated behaviours Browses fashion sites for 30 mins Spends 6 hr/day on the web Less likely to be a fashion enthusiast Browses fashion sites for 30 mins Spends 1 hr/day on the web Likely to be a fashion enthusiast

23 Mazda reached qualified leads by speaking to people who expressed an interest 500K potential buyers reached in the first month alone 10X more potential customers than usual targeting types Source: Mazda Canada Case Study

24 Who has chosen to interact with my brand? Google Confidential and Proprietary

25 The Google Galaxy 1B+ users on seven platforms globally 1B+ 1B+ 1B+ 1B+ 1B+ 1B+ 1B+ Google Confidential and Proprietary

26 Google Confidential and Proprietary Impact people s decisions and actions

27 YouTube is a great place to hide a video 400 Hours of video uploaded every minute

28 Tell more than one Story Hero Help Hub VTR 28% Remarketing VTR 43% Remarketing VTR 49%

29 Reach them on the content they love With Google Preferred Maybelline saw 2.4X to 2.9X lift in brand awareness Google Confidential and Proprietary

30 New information creates new opportunities Google Confidential and Proprietary

31 and is best if time is not restricted Imagine the Possibilities 1:55 mins Google Confidential and Proprietary

32

33 Martin herfra J

34 Drive Results you can measure and optimize Google Confidential and Proprietary Google Confidential and Proprietary

35 But how is my ad doing? and how is my brand doing? Introducing Google Brand Lift Brand Impact + Intent

36 Mondelēz improved campaigns with Google Brand Lift Surveys Google Confidential and Proprietary Google Confidential and Proprietary

37 Mondelēz improved campaigns with Google Brand Lift Surveys 36% Brand Awareness lift 97% Ad recall Source: Google data Google Confidential and Proprietary Google Confidential and Proprietary

38 US health insurance brand ehealth s display ads drove a surge in brand interest 45% increase in branded searches among consumers exposed to the campaign Source: Think with Google, ehealth Boosts Brand Awareness with Google Display Ads, May Google Confidential and Proprietary

39 Reach better qualified customers at scale Impact the purchase decision to win the moments that matter Drive measurable Results Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary

40 What does this mean for you? Google Confidential and Proprietary

41 Martin YouTube in the Nordics Google Confidential and Proprietary

42 The digital revolution is here

43 Every day, 55% of the Nordics use a streaming service Source: TNS Gallup Nordics, Oct/Nov 2015

44 Every week, 10 million people watch YouTube in the Nordics Source: TNS Gallup Nordics, Oct/Nov 2015

45 The YouTube audience is younger than TV s Average age of daily YouTube users Source: TNS Gallup Nordics, Oct/Nov 2015

46 The YouTube users income is on par with the TV viewers Average household income of users/viewers in 000s Source: TNS Gallup Nordics, Oct/Nov 2015

47 YouTube is the largest online video service in Denmark Weekly reach in % of population, for streaming/video services Source: TNS Gallup Denmark, Oct/Nov 2015

48 Every day, 3 out of 10 under 50 years use YouTube Daily reach in % for YouTube across age groups Source: TNS Gallup Denmark, Oct/Nov 2015

49 Streaming services are now prominent among TV channels on view time Daily view time, in minutes, for TV channels and streaming services Source: TNS Gallup Denmark, Oct/Nov 2015

50 Young people spend nearly half an hour a day on YouTube Daily view time, in minutes, for YouTube across age groups Source: TNS Gallup Denmark, Oct/Nov 2015

51 We multiscreen 27 % of the time Frequency of using other devices while watching TV Source: TNS Gallup Denmark, Oct/Nov 2015

52 We do a lot of stuff while watching TV % that does activity on a separate device while watching TV Source: TNS Gallup Denmark, Oct/Nov 2015

53 25 % of YouTube videos are watched with others % of YouTube videos watched with others past week Source: TNS Gallup Denmark, Oct/Nov 2015

54 Every day, 26 % of year-olds watch YouTube on their smartphone Source: TNS Gallup Nordic, Oct/Nov 2015

55 Who are the YouTube users?

56 Source: TNS Gallup Denmark, Oct/Nov 2015

57 YouTube s audience is young TV s is older Weekly users/viewers by age Source: TNS Gallup Denmark, Oct/Nov 2015

58 Daily, 30 % of light TV viewers watch YouTube Light TV users defined as watching <3 hours a week approx. 26 % of population Source: TNS Gallup Oct/Nov 2015

59 Light TV viewers spend on average 15 minutes on YouTube daily 3X that of heavy TV users Light (Heavy) TV users defined as watching <3 (>10) hours a week 26 % (37 %) of population Source: TNS Gallup Oct/Nov 2015

60 How we use YouTube

61 Music, entertainment and learning are the main uses % of YouTube users who did activity in 3 last sessions Source: TNS Gallup Denmark, Oct/Nov 2015

62 38 % of YouTube users have researched a product on YouTube before buying Done within past 12 months by YouTube users Source: TNS Gallup Denmark, Oct/Nov 2015

63 YouTube channel subscribers spend on average 41 minutes on YouTube a day 2X that of the average YouTube user 5X that of the average Dane Daily time spent by YouTube users subscribing to > 1 channel Source: TNS Gallup Denmark, Oct/Nov 2015

64 YouTube is the second largest kommerciel channel in P18-50 Weekly reach in %, 18-50, commercial streaming services and TV channels Source: TNS Gallup Denmark, Oct/Nov 2015

65 Danes perceive TV and YouTube advertising as just annoying Least annoying form of advertising 66% not watched TV and YouTube last week Source: TNS Gallup Denmark, Oct/Nov 2015

66 Every day 66 years of new content is uploaded to YouTube Confidential + Proprietary

67 Do you need a YouTube Channel? Google Confidential and Proprietary

68 Channel build Archive

69 Alive Channel build

70 Content Marketing on YouTube? Google Confidential and Proprietary

71 Content Framework Hero Entertain and Inspire (Push) Hub Engage (RTCB) Help Educate (Pull)

72 Different distribution approaches for each content type hero hub help

73 10 F U N D A M E N T A L S OF A CREATIVE STRATEGY ON

74 How to reach Customers on YouTube? Google Confidential and Proprietary

75 Trueview Reach the consumers that have chosen to interact Proprietary + Confidential Ex. Gillette used TrueView to launch Gillette BODY, Gillette s first male body razor. Gillette used TrueView to eliminate media waste and find consumers that were most interested Skip Ad Viewer: Chad is a swimmer who shaves regularly Viewer: Brian is a runner who is considering shaving Viewer: Lisa buys grooming products for her husband Skipper: Does not shave his body, and does not intend to Skipper: Not interested in men grooming products

76 Find even more customers through video with Bumper Ads Proprietary + Confidential Format 6 second non-skippable in-stream video ad Cost Lowest CPM video format Frequency Serves more frequently than other video formats Mobile Greatest reach and frequency on mobile

77 Capture your target audience at key moments of influence with TrueView discovery ads YouTube search Watch page, above related videos YouTube home page (when Masthead isn t sold) Partner sites A third of users search for a video on YouTube 20% of users watch a related video Direct to homepage visitors are up 3x YoY Reach 90% of Internet users globally Source: YouTube/Ipsos 2016, YouTube Stats

78 Unparalleled Reach in 24 hours Reach every person who visits youtube.com/dk

79 Actionable: Types of Cards Associated Website Merchandise Card Playlist/Video Card Channel Card Poll Card With this card you can link out to your associated site for users to shop or learn more about your brand Ex. Google Nest Promote your licensed merchandise or music directly from the video. You can choose from a number of approved destination URLs. Ex. Google Play Link to a video or a video playlist on YouTube allowing users to watch other videos Ex. Nat & Lo 20% Project Link to a channel* that you d like to call out to viewers, such as a creator's channel with whom you re collaborating. Ex. Music Video Poll cards allow creators to present their viewers with up to 5 options to vote on. Example 2

80 Best Practice examples Google Confidential and Proprietary

81 Through an intelligent YouTube campaign, Swedbank increases the usage of its mobile platform by 120% Goals Communicate value of Swedbank s digital banking capabilities Increase mobile app downloads Drive usage of mobile app among existing users Approach Repurposed TV ad content Created new videos promoting product features Launched videos on YouTube Used YouTube s advanced remarketing and App Promotion features Ran campaign for six weeks, then continued with eight more weeks always on Results Over 1.3 million video views of ad 200,000 views of product feature videos Brand perception as leading digital bank increased by 14% Increased mobile platform usage by 120% Overachieved target for new users of personal finance management tool by 66% Google Confidential and Proprietary

82 ING Bank Turkey AdWords Campaign Help Quadrouple Consumer Loan Sales Goals Capitalize on potential of mobile web banking Use mobile as sales channel to boost consumer loan applications Generate leads and minimize the cost per acquisition Approach Built holistic long-term mobile strategy Relaunched website using responsive web design Optimized mobile landing pages and loan application process Designed and optimized AdWords campaigns to drive mobile perf ormance Results 30% of all online applications now come via mobile 60% of total applications via mobile channels now come thro ugh AdWords mobile ads 400% increase in consumer loan sales through AdWords m obile Cost per acquisition down 57% Google Confidential and Proprietary

83 Questions? Google Confidential and Proprietary