Think With Google - Youtube Breakout Session

3. This Festive Season
Have a Blast with YouTube

4. Most popular YouTube content during the festive season
When Indians go on YouTube, they are attentive and tuned-in. That creates big opportunities for
brands to capture valuable attention by developing compelling and informative content that’s
relevant to the categories consumers love to watch during this festival season.
INDIANS VISIT YOUTUBE TO LEARN,
OBSERVE AND CELEBRATE
COOKING BEAUTY MOVIES MUSIC DEVOTIONAL
Source:https://www.thinkwithgoogle.com/intl/en-apac/trends-and-insights/diwali-on-digital-keys-winning-consumer-attention-india-festival-season/

5. 2nd SEPTEMBER 1st - 13th SEPTEMBER 8th OCTOBER 27th OCTOBER
GANESH CHATURTHI DURGA PUJAONAM DIWALI
MARATHI BENGALISOUTH HSM
FESTIVAL LANDSCAPE
LONG WEEKENDS, BIG BLOCKBUSTERS,
SHOPPING & MORE!

6. HOW CAN YOUR BRAND PARTICIPATE?
Drive Reach on top
channels on regional
languages +
Be on top trending
content during the
festive period
Top Channel
+
Be on popular movies
released during the
festive period
Top Content Movies

7. GANESH CHATURTHI
WHAT ARE WE OFFERING?
+
Talk show - Coffee
Celebs performing Ganesh
Visarjan
Recipes for Ganesh Pooja
Aarti & Devotional Playlist
Top Channel
+
Top Content Movies
Gain higher SOV
on top channels
Specially curated
playlists for Food,
Devotional & Celebrity
content
Ganesh Chaturthi
Movie Releases
CAMPAIGN PERIOD - 15 AUGUST TO 5 SEPTEMBER MARKETS - MAHARASHTRA, MP, GUJRAT, GOA

8. Tata Sampann wanted to associate with popular
cooking channels on YouTube to reach the right
audience
TOP CHANNEL ROADBLOCKS : CPG

9. ONAM
WHAT WE ARE OFFERING?
+
Recipes for Onam
Aarti & Devotional Playlists
Top Channel
+
Top Content Movies
Gain higher SOV
on top channels
Specially curated
playlists for Food,
Devotional & Celebrity
content
Onam
Movie Releases
CAMPAIGN PERIOD - 1st SEPTEMBER TO 30th SEPTEMBER MARKETS - KERALA

10. DURGA POOJA
WHAT ARE WE OFFERING?
+
Recipes for Durga Pooja
Aarti & Devotional Playlists
Top Channel
+
Top Content Movies
Gain higher SOV
on top channels
Specially curated
playlists for Food,
Devotional & Celebrity
content
Durga Pooja
Movie Releases
CAMPAIGN PERIOD - 1st OCTOBER TO 20th OCTOBER MARKETS - WEST BENGAL, ASSAM, ODISHA, TRIPURA

11. Oppo Mobiles successfully
launched their Avenger’s Limited
Edition Phone
by owning 100% SOV on the popular
Avenger related channels on YT
TRENDING CONTENT ROADBLOCK : TECH

12. DUSSEHRA - DHANTERAS - DIWALI
WHAT WE ARE OFFERING?
+
Top Channel
+
Top Content Movies
Gain higher SOV
on top channels
Specially curated
playlists for Food,
Devotional & Celebrity
content
Diwali
Movie Releases
Combined Subscribers:100M+
TG : 65% Audience is 25yr+
CAMPAIGN PERIOD - 15th OCTOBER TO 15th DEC
MARKETS - UP, UK, BIHAR, MP, CHATTISGARH,
RAJASTHAN, PUNJAB, HP, DELHI

13. Maruti Baleno was able to drive association with
Ranveer Singh by associating with the Movie Gully
Boy trailer and songs
MOVIE ROADBLOCK : AUTO

14. CONTEXTUAL ROADBLOCK : FINANCE
HDFC bank owned popular
Car & Auto Channels for 2 weeks
to advertise the custom fit
auto loan solutions

15. HOW DIGITAL LEAD
A STRATEGY OF HIGH
IMPACT AND SCALE?
One Google
Blast
>> Own Internet this festive <<
Presenting...

16. YouTube Blast - Biggest launch platform in India
more
REACH
relevant
AUDIENCE
power
of DATA
IMPACT
Proposition- Cut media
reach build up time by 75%
Reason to Believe- #1
Reach Channel in India

17. Now Active with 75+ Brands across industries

18. Flipkart Fashion used blast to 2X
customer base in T-2 cities
Zomato drove Consideration,
Favorability and Orders on V-day
30Mn
Reach in
2 Days
10.5%
Consideration
Lift
21%
Purchase Intent
Lift
100Mn
Reach in
10 Days
10%
Consideration
Lift
11%
Purchase Intent
Lift

19. REACH
FREQUENCY
INTENT
OWN the INTERNET this Festive Season..
High visibility
on Youtube
Maximize
Traffic through
GDN
Trend on
Google Search
7 Days
3 Days
1 Days
17 Cr
8 Cr
4 Cr
Reach: 200Mn
Impressions: 900Mn
Clicks: 700K
CostDurationDeliverables
Reach: 150Mn
Impressions: 520Mn
Clicks: 250K
Reach: 100Mn
Impressions: 300Mn
Clicks: 100K
Power of
One Google

20. Google
Blast
Tell your brand
story
Communicate
your proposition
Capture
Intent
Reach Frequency Intent

21. Google
BlastTell your brand
story
Communicate
your proposition
Capture
intent
Reach Frequency Intent

22. Google
Blast
Media Planning Approach
Cost = X Cost = 10% of X Cost = 10% of X
Total Cost: 1.2X
70% of the target
audience reach
~30% of the YT
reach planned with
a frequency of 5
To capture ~30%
increase in brand
queries + surge in
category searches

23. Shopping Pack
Reach 70% of Shoppers
in India in 7 Days
Total Cost: 3 Cr
Product KPI Target Cost
YouTube Reach 6.1 Cr 2.2 Cr
Display Impressions 6.3 Cr 22 L
Search Clicks 3.7 L 22 L

24. YT Blasts delivers impact at different scales in varying audiences
370M Impressions in a week @6.3 Frq. 35M Impressions in a week @2 Frq.
Results: 125% Rise in Search Queries, 15.6% lift in Ad Recall,
6.2% lift in Brand Awareness, 246% lift in Brand Interest
Results: 12% Rise in Website traffic, 15% drop in CPA,
10.2% lift in Brand Awareness, 30% lift in Ad Recall

25. Media Packages
Food & Dining Beauty Baby Care Home Care
Shoppers Tech Enthusiasts Auto Enthusiasts Travel Buffs

26. Performance Marketers make GREAT Video Marketers
Video ad formats &
extensions are built to
drive action directly from
video views
drive custom site
conversions
acquire leads
acquire leads
Introduce your business AND drive
action

27. Turn prospects into customers with TrueView for action
Capture attention of people likely to convert
Smart Bidding for conversions and advanced audiences automatically
prioritize users with strongest intent signals to see your video ad
Convert intent with format designed for action
Format offers customizable & consistent call to action button across
devices with optional extensions to support actions like lead generation
Optimize for conversion volume or CPA
Start with Maximize conversion bidding to drive conversions within
budget; graduate to Target CPA to optimize for efficient CPA
BUY NOW
BUY NOWYour brand
www.yourwebsite.com
[Your creative here]
your
icon
Skip ad

28. Measure business value driven through YouTube Video
Conversions
from video
Conversions
from search
Brand
impact
Store Visits
online offline
-40%
CPA
+200%
CTR
+8%
Search Conversions
+3%
Search Conversion
rate
-4%
Search CPAs
+30%
Lift in
consideration
+40%
Lift in purchase
intent
+70%
of YouTube
campaigns drove
a significant lift
on offline sales
Brand impact of ads served with intent
signals vs. demo signals
Impact of YouTube on
Search
vs. standard TrueView

29. Engage with
your customer
and drive
action using
YouTube for
Action
YouTube Blast
helps you
capture,
connect and
convert your TG
Leverage
content on
YouTube to
stand out
this festive
season