1. Unlocking the Power of Online Video
IAB Interact 2011, Barcelona
Mark Riseley, EMEA Market Insights
Google
Google Confidential and Proprietary

2. What I’ll be covering in the next 30 minutes
Great examples of advertising around video content on YouTube
How to measure campaign success in a cross media context
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3. 700 billion videos
watched on YouTube last year
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4. What the Internet was made for....
100
80
60
40
20
0
Dec-03 Dec-04 Dec-05 Dec-06 Dec-07 Dec-08 Dec-09 Dec-10
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5. What’s more popular than sex?
100
80
60
40
20
0
Dec-03 Dec-04 Dec-05 Dec-06 Dec-07 Dec-08 Dec-09 Dec-10
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6. Google Confidential and Proprietary

7. Brands are starting to use video in new and
innovative ways
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8. A video is worth a thousand words
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9. Video shopping!
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10. Tracking the YouTube Brand
Are they
successful?
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11. Defining success for cross-media: cost per meaningful contact
Cost
Targeting Cost/Effect
Impact
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12. Single Source Media Efficiency Research
12 Google Confidential and Proprietary

13. Instead of this….
The Dutch brand
Aviko did this
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14. 50% of TV budget into pre-roll on YouTube
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15. Cost GRP Pre-roll targeted usage
Net Cost/GRP
10
(indexed against TV)
9
8
7
6
5
4
3 ~ 1:16 3,2
2
1,4
1,0 1,0 1,0 0,8 1,0 1,0
1
0,5
0,2
0
TV YT TV YT TV YT TV YT TV YT
Male 20-30 20-34 20-49 Female 20-49 13+
Source: Gfk Media Efficiency Panel + Carat Media facts booklet (TV net cost based on 70% average market discount)
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16. Pre-roll targeted usage (size within inventory):
Efficiency in driving store purchase
Efficiency in driving sales
10
(indexed against TV)
9
8,5
8
7
6
5
4 3,7
3 2,5
2
1,4
1,0 1,0 1,0 1,0 1,0
1 0,6
0
TV YT TV YT TV YT TV YT TV YT
13+ 20-49 Female 20-49 20-34 Male 20-34
Source: Gfk Media Efficiency Panel + Carat Media facts booklet (TV net cost based on 70% average market discount)
16 Google Confidential and Proprietary

17. Cadbury‘s Chocolate Charmer
campaign overview
Chocolate Charmer Campaign media mix
YouTube
TV Homepage
Masthead
Share of budget
Online
TV
Facebook Reachblock YouTube Promoted
Videos
Facebook Fan Page
• The Chocolate Charmer campaign‘s purpose was to reinvigorate the
Cadbury brand association with authentic chocolate
• Campaign started in April 2010 and ran for 6 weeks

18. Cadbury’s Chocolate Charmer Video
http://www.youtube.com/watch?v=kIwIdzTedts
Google Confidential and Proprietary

19. Impressive reach of online channels
Gross reach
58% All Online Main Shoppers 15-34
46%
35%
25%
19%
7%
TV YouTube Facebook
Average frequency:
4.1 | 3.9 3.6 | 3.7 10.7 | 11.8
• Total online reach = 30.8% (YouTube + Facebook)
Source: UK Media Efficiency Panel 2010 Sample : 5,184 households

20. Two – thirds of all online contacts had
no TV contact
All audiences
46.2 % 11.5% 19.3%
• Online delivered 19.3% incremental reach
Source: UK Media Efficiency Panel 2010 Sample : TV- 2,990, Online- 1,597

21. Online provided greater reach than TV
when targeting 15-34 year olds
15-34 year olds
31.4 % 14.7% 33.2 %
• 69.3% online contacts had no TV contact
• Online delivered 33.2% incremental reach
Source: UK Media Efficiency Panel 2010 Sample : TV- 654, Online- 681

22. ROI is higher online
Total audience
£3.71
£2.01
£0.60
TV Online YouTube Promoted Videos
Return on Investment for every £1 media spend
• Online provided ROI almost 4 times higher than TV
• YouTube‘s promoted videos provided the best return of the entire campaign
Source: UK Media Efficiency Panel 2010, TV- 1,401, Online- 347, YouTube Promoted Video-250, Spend provided by PHD Media.

23. Online advertising generated a
significant sales uplift
Total audience
Online TV
80%
93%
20%
7%
Share of budget Incremental sales
• With only 7% of the budget, Digital contributed 20% of the sales uplift
Source: UK Media Efficiency Panel 2010; TV- 1,401, Online- 347

24. Skippable ads: does choice impact
engagement?
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25. Biometrics Depth Interviews
Eye tracking Quantitative
survey
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26. Respiratory rate
Heart rate
Motion
Skin Conductance
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27. User choice generates efficient targeting
Reasons for participants skipping ads
I had seen the ad before 22%
I am not interested in the product / service 19%
I didn't find the ideas in the ad interesting 14%
The ideas were not relevant to me 14%
Less than half of users (45%) will always skip ads.
Those who skipped each ad – Brand A(n=304); Brand B (n=259); Brand C (n=303); Brand D (n=343) Google Confidential and Proprietary
Q11e. Which of the following, if any, describe why you decided to skip the ad?
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28. Users notice the skip button but focus on the video
Brand A Brand C
Video
Video
Skip Bar
Skip Bar
82% of users think the skip button is ‘very’/ ‘extremely’ clear
Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved.
All respondents (n=2,000) Google Confidential and Proprietary 28
Q15. The highlighted button allows you to skip an ad after 5 seconds before watching a video.
How clear do you think this was when the button appeared?

29. On average, opted-in users are over 75% more engaged
than users who view standard pre-roll
85%
48%
Standard pre-roll
Skippable viewed
through
% time highly engaged with ad
content
Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved Google Confidential and Proprietary 29

30. TrueView can deliver highly engaged users for the whole ad
100
80
Emotional Engagement
60
40
20
0 5 10 15 20 25 30
Time in seconds
Forced exposure Non-skipped Neutral Engagement (55)
Ipsos MediaCT and Innerscope Research Inc. All Rights Reserved Google Confidential and Proprietary 30

31. Summary
• Big brands are starting to take advantage of online video
• Single source measurement platforms enable cross media
reach and ROI analysis
• User choice and interactivity makes online video related
ads work harder
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32. Tippex: write your own ending
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33. Thank you!

34. Follow Up Questions?
Mark Riseley (mriseley@google.com)
Sarah Everitt (everitt@google.com)
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