6. and message
40-50% of the YouTube users are women
50-60% of the YouTube users are men
The average age of the MENA YouTube user
is 33-35 years old
The average monthly salary of the MENA
YouTube user is between USD 300-3,000
30-70% of the MENA YouTube users have
University Degrees
28-65% of the MENA YouTube users use data
on their smartphones
6 Google Confidential and Proprietary
10. YVA can be click to
Static image or flash play, auto-play and
companion, horizontal expandable
positioning configurable
*Currently available in the UAE, Saudi Arabia, Egypt, and Morocco
10 Google Confidential and Proprietary
16. Making an Impact: Go Big With Video
Use the power of sight, sound, and motion
to attract attention and engage users.
Average interaction rate of 1.3%
Source: Google Internal Systems; Interaction rate = (Banner clicks + CTP + Click to watch + Click to replay + click to full screen + click to
channel)/(Total Impressions)
16 Google Confidential and Proprietary
17. Making an Impact: Be Hyper Visible
Leverage the maximum amount of homepage real estate to create
interesting video perspectives and user experiences.
Average interaction rate of an expandable YVA is 20%
*Actual expandable under development. Not final concept.
17 Google Confidential and Proprietary
18. Making an Impact: Incite Action
Encourage engagement and drive results.
Homepage ads spark buzz and brand
engagement. Viewers are 437% more likely to
engage in a key brand activity.
Source: Google Internal Systems
18 Google Confidential and Proprietary
19. And it’s easy…
Video Uploaded to YouTube
Simple Banner(s)
Exclusivity Reach Impact
100% Share of Voice for Use the power of sight,
24 hours, across ALL 11.8 million Impressions sound, and motion to
screens. engage your audience
19 Google Confidential and Proprietary
20. Viral doesn’t just happen
Give your advertising video a boost with promotion on the Homepage
Promoted on
The YouTube
Homepage
VIEWS PER WEEK
Natural viral
CVP SCORE
YouTube homepage ads are responsible for 86% of all views;
they increase expected views by over 600%!
Source: Millward Brown Viral Study, Aug 2010, This analysis has undergone peer review and full results have been published in the International
Journal of Advertising
20 Google Confidential and Proprietary
22. …For Product Launches
Launch…and Launch Big with YouTube
22 Google Confidential and Proprietary
23. …For Brand Engagement
Propel Your Brand to Top of Mind
with the interactivity, and engagement
that YouTube offers.
23 Google Confidential and Proprietary
24. …to Complement TV
+
Drive incremental reach via YouTube advertising
24 Google Confidential and Proprietary
26. Formats
26 Google Confidential and Proprietary
27. Overview of advertising options on YouTube
Premium Expandable Mobile
YVA YVA Roadblock
Brand Channel Mobile Brand
Channel
27 Google Confidential and Proprietary
28. YVA can be click to
Static image or flash play, auto-play and
companion, horizontal expandable
positioning configurable
1. Currently available in the UAE, Saudi Arabia, Egypt and Morocco
28 Google Confidential and Proprietary
29. Daily
YouTube Desktop YouTube
Impressions Total
Homepage Masthead Mobile Roadblock
KSA
2.5M 4.0M 6.5M
UAE
800k 900k 1.7M
Egypt
1.5M 300k 1.8M
Morocco
1.4M 400k 1.8M
29 Google Confidential and Proprietary
30. Extend to new screens
Own all of YouTube for 24 hours, on any screen, by adding the mobile roadblock.
YouTube Homepage YouTube Mobile Roadblock
6.2M impressions per day 5.6 M impressions per day
+
30 Google Confidential and Proprietary
31. All homepage buys come with an upgrade to a brand channel and a
mobile brand channel to enhance your brand’s home on all screens.
Value
Add!
31 Google Confidential and Proprietary
32. YouTube is monetized in 39 different countries/territories
and available in 54 different languages/dialects
Americas Europe, Africa & Middle East Asia Pacific
United States United Kingdom Belgium Japan Taiwan
Canada France Netherlands Hong Kong Australia
Mexico Germany Sweden South Korea New Zealand
Argentina Ireland Poland Philippines Malaysia
Brazil Italy Russia Singapore Indonesia
Colombia Spain Israel India
Chile Czech Republic South Africa
Peru Hungary Egypt
Kenya Morocco
Saudi Arabia United Arab of Emirates
32 Google Confidential and Proprietary
34. UAE
YouTube Usage per Device Category
YouTube
Users
Total
(Devices 83%
independent)
n=778
PC
n=639 79%
Tablet 74%
n=192
Mobile
59%
Phone
n=500
Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use)
n=778; Q18: How often do you use the online video platform YouTube via the device for personal reasons?
Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=500; PC n=639; Tablet n=192
Google Confidential and Proprietary 34
UAE
35. KSA
YouTube Usage per Device Category
YouTube
Users
Total
(Devices
85%
independent)
n=771
PC
n=606 86%
Tablet
n=141 81%
Mobile
Phone 69%
n=563
Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use)
n=771; Q18: How often do you use the online video platform YouTube via the device for personal reasons?
Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=563; PC n=606; Tablet n=141
Google Confidential and Proprietary 35
Saudi Arabia
36. Egypt
YouTube Usage per Device Category
YouTube
Users
Total
(Devices
74%
independent)
n=282
PC
n=234 77%
Mobile
Phone 47%
n=111
Tablet 0%
n=1
Q9: How often do you use the online video platform YouTube for personal reasons? Base (weighted): Internet Users (Personal Use)
n=282; Q18: How often do you use the online video platform YouTube via the device for personal reasons?
Base (weighted): Internet Users of Device Category (Personal Use) Mobile Phone n=111; PC n=234; Tablet n=1
Google Confidential and Proprietary 36
Egypt
40. Playbacks Breakdown by Category
%, Jan 2012
8% 7% 9% 7%
2% 1%
3% 3% 2% 3%
3% 3%
6% 3% 9%
5%
5% 5%
8% 6%
7%
9% Other
8% 8%
9% Autos & Vehicles
9% 8% 6%
Education
11% Sports
18% 14% News & Politics
27%
Comedy
16%
Film & Animation
22% Entertainment
21% 33%
16% People & Blogs
Music
22%
19% 19%
KSA Egypt UAE Morocco
40 Google Confidential and Proprietary
41. Views Breakdown by Category
%, Jan 2012
11% 10% 9%
13%
2% 2%
3% 2% 5%
5% 7%
4%
5% 4% 8%
5%
9% 9% 9% 7%
Other
7% 7%
9% 8% Autos & Vehicles
12% News & Politics
15% Sports
18% 25%
Film & Animation
16%
Comedy
22% Entertainment
21% People & Blogs
15%
Music
35%
23% 21%
20%
KSA Egypt UAE Morocco
41 Google Confidential and Proprietary
42. 4X 18X 6X 6X 18X
Source: Homepage Impact Study, November 2009, updated December 2010. Median of exposed group as compared to control
group indexed at 100%.
42 Google Confidential and Proprietary
46. TV vs. YouTube viewership
60
50
40
%
Daily Reach
of light TV viewers
30
%
20
%
10
%
Online
TV
0
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 0-5
am
Time of
Day
Source: YouTube Media Consumption Study
Light TV Viewers = 0-16 hrs TV per week, n=213
46 Google Confidential and Proprietary
47. Delivering 4% incremental reach to TV
TV contacts
YT contacts
YouTube
TV Ads
Ads Reach
Reach 12%
69% 4%
incremental
reach
33% of those exposed to the
YouTube ad had no contact with
the TV campaign
Source: Samsung Masthead Study UK, Metrix Lab, July 2010
Target Audience: ABC1 Men 22-55
47 Google Confidential and Proprietary
Editor's Notes
Do you know how old YouTube is? We launched our first video in May 2005. In May 2011, we reached 4B daily global impressions. This is a 50% increase from last year! Consider how quick that has been.4 billion+ views a day--up over 30% in the last eight months800M unique users visit YouTube each month3B hours of video watched per monthIn 2011, YouTube had more than 1 trillion views -- that’s almost 140 views for every person on earth60 hrs of video uploaded every minute--up 25% in the last eight monthsMore video uploaded to YouTube in a month than all 3 major US networks broadcast in the last 60 yearsMobile momentum YouTube mobile traffic tripled in 2011YouTube sees 600M mobile views a day
Large and growing viewershipContent is also growing and this will drive further viewership
Imagine being the first thing millions of people see when they visit the YouTube homepage. With a YouTube Masthead, your brand gets top billing on the world’s #1 entertainment destination.Your message gets prime real estate for an entire day. That means it’s all you, all the time. Well, for 24 hours at least.
Our ads provide 100% undisputed SOV. Can we compare this number to anything locally? TV show, other portal???
Let’s take a look at how you can make an impact with our ad formats. There’s more to it than just reach. YouTube is about video. Power of sight, sound and motion.
Full page ad units provide a canvas to make an impact. Premium real estate.COMPETITORS FORMATS? WHAT ARE THEY LIKE? BIGGER/SMALLER?
Banner 500*150 and the video is 265*150 , the video can be click to play , auto play and expandable. According to some studies, exanpadable perform better however, if you are interested to increase views, using click to play will add that .
The homepage also drives virality.Even incredible pieces of content need a boost to drive discovery. The YT Homepage provides this boost.What is CVP?Millward Brown has developed a Creative Viral Potential (CVP) measure to help predict viral success. They initially looked at which individual measures correlated most strongly with views per week.The following four measures all had strong correlations with views, and they also complemented each other well.They are: Awareness, Buzz, Celebrity Status and DistinctivenessYouTube advertised videos have very different viewing patterns to typical viral videos.Full study (link will work internal only)Short version: http://preso.corp.google.com/slideDetails?type=slideDetails&documentId=-5090184286580764783Long version: http://preso.corp.google.com/slideDetails?type=slideDetails&documentId=-3158632429875427479
The homepage is just the start. We have ways to help you take your campaign even further and extend your ownership.
#2 video site in the world by viewsonly after YouTube.com desktop site, saw traffic triple in 2011. We know that more and more audiences are becoming multi-platform.Brands can take their message even further by combining homepage with a campaign on mobile to get exclusive access and 100% SOV on all the platforms YouTube lives on.Your ad would reach a desirable mobile audience on the YouTube Mobile homepage, watch and search pages.Full specs at www.youtube.com/t/ads_mobileWhere do the ads appear?m.youtube.com Home, Browse, & Search pagesAppear on both “high-end” & “feature phones”Can click through to advertiser mobile site or YT VideoYouTube apps (iPhone, Android, etc) do not have ads
#2 video site in the world by viewsonly after YouTube.com desktop site, saw traffic triple in 2011. We know that more and more audiences are becoming multi-platform.Brands can take their message even further by combining homepage with a campaign on mobile to get exclusive access and 100% SOV on all the platforms YouTube lives on.Your ad would reach a desirable mobile audience on the YouTube Mobile homepage, watch and search pages.Full specs at www.youtube.com/t/ads_mobileWhere do the ads appear?m.youtube.com Home, Browse, & Search pagesAppear on both “high-end” & “feature phones”Can click through to advertiser mobile site or YT VideoYouTube apps (iPhone, Android, etc) do not have ads
#2 video site in the world by viewsonly after YouTube.com desktop site, saw traffic triple in 2011. We know that more and more audiences are becoming multi-platform.Brands can take their message even further by combining homepage with a campaign on mobile to get exclusive access and 100% SOV on all the platforms YouTube lives on.Your ad would reach a desirable mobile audience on the YouTube Mobile homepage, watch and search pages.Full specs at www.youtube.com/t/ads_mobileWhere do the ads appear?m.youtube.com Home, Browse, & Search pagesAppear on both “high-end” & “feature phones”Can click through to advertiser mobile site or YT VideoYouTube apps (iPhone, Android, etc) do not have ads
The homepage is just the start. We have ways to help you take your campaign even further and extend your ownership.
#2 video site in the world by viewsonly after YouTube.com desktop site, saw traffic triple in 2011. We know that more and more audiences are becoming multi-platform.Brands can take their message even further by combining homepage with a campaign on mobile to get exclusive access and 100% SOV on all the platforms YouTube lives on.Your ad would reach a desirable mobile audience on the YouTube Mobile homepage, watch and search pages.Full specs at www.youtube.com/t/ads_mobileWhere do the ads appear?m.youtube.com Home, Browse, & Search pagesAppear on both “high-end” & “feature phones”Can click through to advertiser mobile site or YT VideoYouTube apps (iPhone, Android, etc) do not have ads
Masthead advertisers often see significant uplift in the brand metrics that are important to you. In our study, we saw that viewers were 5.4 times as likely to take further action after seeing a homepage ad, either searching for a branded term on a search engine, visiting the advertiser’s site, watching the advertiser’s video content on YouTube, or searching for a branded term on YouTube. Viewers will often performing more than one of these actions. And if you look at the top 20% of masthead campaigns, users are 18 times as likely to perform one of these activities than without the homepage ad exposure.
This just goes to show that YouTube is a nice complement to TV. It helps reach some users who are not on TV or increases frequency of a message.
Samsung Case StudyBackground and media objectives:Samsung ran a multi-media campaign for the launch of their 3D LED TV from April to May 2010The aim of the campaign was to raise awareness of the 3D LED TV and position Samsung as an innovator in the spaceThe YouTube campaign included an expandable masthead to showcase the ad on YouTube before it aired on TVThis incremental 4% reach was achieved at a fifth of the cost per %pt of TV