YouTube Insights Hangout On Air | YouTube Advertisers

By | September 7, 2019


Tara: Hi everyone. My name is Tara Walpert
Levy. I am the managing director of Ads Marketing for Google, and I’m thrilled to be here for
the first ever YouTube insights hangout. The goal of the next hour is to bring to life
many of the findings from our recent YouTube insights report, which is a quarterly report
that we just launched looking at YouTube’s audience, what’s special about them, how are
they behaving, what kind of content are they interacting with, and how have brands been
able to take advantage of that? I’m thrilled to have with me an incredible panel of folks,
who themselves spend quite a lot of time with researching insights and with YouTube, who
are going to help us with what they took out of their report and what they think are the
key implications or interesting insights for brand. Rob: Thank you. Gun: Thanks Tara. Tara: Thanks for being here. Why don’t we
let each of you introduce yourselves? Why don’t we start with Rob and then we’ll go
from there? Rob: Alright. Hi everybody, I’m Rob Davis.
I’m the executive director of the Advanced Video Practice at Ogilvy, and I’m thrilled
to be here because a great part of what we do is making the most out of YouTube for our
clients. Tara: Mike? Mike: Hey guys. Mike Henry, I’m the CEO of
Outrigger Media, and we have a video analytics platform called OpenSlate which measures the
nature and quality of native digital video to brand advertisements. In particular right
now, we are 100% focused on data and quality within the YouTube space, so we’re very happy
to be here. Tara: Awesome. Gun? Gun: Hi, Gunner Johnson. I go by Gun. I’m
the advertising research director for Google and my team looks at a lot of the effectiveness
and efficiency insights for Google, and YouTube in particular. Tara: And Ann. Ann: Hi, I’m Ann Green and I’m with Millward
Brown and I am part of a group called Client Solutions and Innovations. We work with brands
and marketers to help them really grow their power by leveraging digital assets. Tara: Very cool. Well, again, thank you guys
so much for being here. I know I’m going to learn a lot from you and I’m sure our viewers
are too. Before we get into the hardcore learning, one of the standout cultural things about
YouTube when you ask the audience why they’re so passionate about the platform, is it’s
just fun. So I thought we’d just start by just diving into… do you guys have a fun-fact
or a video that you guys love about YouTube that will give the audience a little bit of
a sense of just who you are and what you enjoy about YouTube? Why don’t we just work the
other way, and can we start with you? Ann: Yeah. I want to know the truth. I read
a fact somewhere that “Charlie Bit My Finger” is the most viewed video on YouTube. I’m fascinated
if that’s actually the case. Tara: I love that. I want the truth. That’s
such a great a opener. Follow that Gun. Gun: I will look into that real-time. I’m
not certain if that’s true, but I love that there’s content like that in abundance on
YouTube, and I love that my kids love watching “Charlie Bit Their Finger” and other pieces.
One of the things we recently watched this week, and I watch it with my kids, was the
new trailers for the movie “Four” coming out this weekend, and a couple spoofs and parodies.
One of the funny ones was a piece that Tom Hiddleston – who plays Loki – did, kind of
mimicking the AT&T ads, looking at whose better – Thor or Loki? It was kind of a fun piece
that my kids got a kick out of. Tara: Cool. How about you Mike? Mike: I’ll go the other direction from Gun.
I was talking to my mom the other day, and she asked me who Captain Sparkles was. And
that’s what fascinates us here, is that there are tens-of-thousands of professional producers
on YouTube, that nobody has heard of and everybody has heard of, including my mom at this point. Tara: Yeah, it’s pretty amazing. We call the
audience on YouTube “Gen C” because the behaviors they exhibit are all around creation, creation,
community, etc. That’s the incredibly creative “Gen C.” And it’s interesting, because everyone
always assumes that those are all younger folks, and in fact 80% of the folks under
35 do behave in a way that makes them essentially “Gen C”, but only two-thirds of “Gen C” is
actually under 35. That means there’s a whole range of folks like our parents who are also
watching YouTube, which candidly was sort of surprising to me. But, yeah, really interesting.
Okay Rob, what about you? Rob: Well you know, it’s funny that Mike mentioned
Captain Sparkles. I spent the weekend at the Minecraft convention in Florida. Mike: Well, there you go. Rob: I watched people line up for more than
two and a half hours to get autographs from YouTube stars, and people who are only known
for their videos on YouTube. I think that, to me, that’s one of the coolest things about
the platform, that it is an opportunity for people to discover talent that they never
would find anywhere else. It blew me away to see people lining up for Captain Sparkles,
or IHasCupQuake, or Ant Venom, like I use to line up to see Bruce Springsteen 30 years
ago. It’s incredible. Tara: Yeah, I know it’s amazing. If you go
to VidCon, which is a celebration of the YouTube creators, you see tons of that, and folks
that sometimes even we don’t know. To the point of discovering talent, well we’ll check
in and I’ll get back by the end of the broadcast, but I’m pretty sure what has superseded other
videos as the most watched video on YouTube these days in size is Gangnam Style. We’ll
look into that and check. Talk about a talent explosion out of nowhere, right? Ann: I’m very sad about “Charlie Bit My Finger.”
I’m sorry. Tara: Well, maybe there will be a V2. Rob: But at least you know the truth. Tara: Exactly. Awesome. Cool. Okay, so you
guys have all reviewed the YouTube insights report. What leaped out at you as particularly
interesting about it, or what was one of the insights about it that either surprised or
intrigued you? Mike, why don’t we start with you? Mike: You know, I’m a little bit of a media
geek, so I think that the first section that talks about the scale of the audience as it
compares to cable, and specifically the idea of shifting budget to increase reach at an
exponential level. Those are pretty serious levels. Tara: You’re talking about the… there’s
sort of a chart in there that basically shows that YouTube is reaching more people in most
core demos than any cable outlet in the US. Is that what you’re referring to? Mike: Yeah. And that combines with what’s
right next to it, which talks about reaching your audience at a lower cost. The idea of
shifting 18% of your budget to get 4.6 additional points is a big story. Tara: Yeah, absolutely. That’s interesting.
Do you think brands would be surprised by that? Mike: I think most brands understand the scale
of YouTube. It’s understanding where their brands should be playing within that scale.
But that’s a powerful place to start the conversation. Tara: Yeah. That makes a lot of sense. Well,
Rob, you are interacting with a lot of these brands every day. What do you think? Any reaction
both to Mike’s insight? And I’m also curious what leaped out at you. Rob: What really leaped out at me, and it
builds on what Mike was saying where the couple points of data around the importance of engaging
fans and building a subscriber base. I think that is one thing that a lot of brands are
starting to focus on now, perhaps more than they have in the last couple of years. It’s
something that we’re focusing on with our clients. YouTube allows the opportunity for
the brand to truly build an audience to engage with in a way that they haven’t been able
to through traditional media before. Where seeing this data helps us as we look at how
does a brand build an audience, how does a brand get the most value out of YouTube by
having this direct connection to their consumers or their prospects. Tara: Yeah, that makes a lot of sense. I was
actually a little shocked by… there’s a stat in there I think that goes through your
point where it says something like we’ve got a four of this audience that is super eager
to share content about a brand they love, which is sort of remarkable. Rob: Exactly. I think there was something
about 76% turn to YouTube first to search when they’re looking for video. It speaks
to having the right content and then what you do with that content. How do you build
that relationship, that engagement, with the audience that the platform allows? Tara: Yeah, that makes a ton of sense. Ann,
what interested you about the report? Ann: Building off of what the guys are saying,
I think that it is absolutely fascinating to look at the audience of those people that
are on YouTube. Unlike traditional media, they are defined psychographically. They’re
not defined demographically. That does give you a better opportunity for brand engagement.
You can tap into a very passionate set of individuals, who can be advocates for your
brand and have networks that can extend well beyond YouTube. I think it’s very important
to understand the audience itself, and think about it outside of traditional media terms. Tara: Yeah, that’s a great find. Do you think
that’s unique to YouTube or do you think that’s a characteristic of the web in general. Ann: I think it is more of a characteristic
of social. In other words, people are more willing to express their interests and be
more passionate and contribute to content in social environments overall. I think that
is one of the things that brands are trying to actively learn about and participate in,
is “how do I insert my brand into the dialogue in an authentic fashion without being interrupted?” Tara: Authenticity comes through loud and
clear in every survey, that how much this generation really feels that they don’t want
to be marketed to. They actually love the idea of engaging with content from a brand.
They just want it to feel like a genuine dialogue or something interesting or of value to them
without being pitched. Ann: Absolutely. Tara: Gun, you did a lot of the work that
generated a lot of these insights. Either looking back on what you were doing, or how
it’s all turned out, or looking at some of the insights that came from other places,
what leaped out at you? Gun: I think just to build on what Ann just
mentioned there, I think one of the things that was interesting about “Gen C” is to look
at the stat that “Gen C” is two times more likely to agree that they would rather watch
videos posted to YouTube than TV ads. It gets that whole point of engaging with content
that you love on a platform that you love with YouTube versus, again, being forced to
watch advertising. I think that was a stat that we were really proud of and came out
really well. I think the other one… we’ve talked a lot about the audience, but it’s
really a new capability we’re rolling out for brand surveys. The stat towards the end
of the piece… to look at 87% of the campaigns we looked at had a lift in ad recall. There
was a new product we have rolling out with brand surveys and really understanding the
brand lift in a campaign that you run on YouTube that we’re rolling out in scale that we’re
really excited about. Tara: That’s awesome. Ann, you talked a little
bit about YouTube’s audience and what makes them special, or social audiences in general.
I’m just curious whether any of the guys has anything they’d like to add on what they think
is unique about the YouTube audience, based on either your own experience or some of the
things you learned in the report. Rob: Well sure, I’ll go. What we see with
the YouTube audience is that they’re more than viewers. They’re engagers. We’ve used
the word “engage” and the word “engagement” a lot so far today, but when we look at the
behaviors we can look at YouTube like it was TV 2.0 and just a way to watch content. But
what we see with the way the audience embraces the platform is that it is truly an engagement
model. Even something as simple as choosing to skip or not in a TrueView ad is engagement.
YouTube brings people together in a way that other platforms, and the other social platforms,
don’t. It is about the view, but it’s about the view plus the engagement. I think that
is where the uniqueness of the audience comes in. They don’t want to just watch, they want
to be part of the community. They want to do more. They want to share, they want to
comment, and do more than just view. Tara: Yeah, I think that that’s their right.
Cool. Mike, you spend a lot of time looking at what content is succeeding on YouTube in
terms of being shared, folks engaging with it, folks responding to it. What interests
[inaudible 00:13:03] about what makes for great content or great best practices around
content on YouTube, and did they line up or not line up with some of the insights that
were shared here? Mike: I should start by saying that our platform
OpenSlate is a video analytics platform that focuses on exactly what Rob was talking about.
Because it’s about media, we are very focused on the audience, but we’re starting with the
content because we think that the part that’s hardest for a brand advertiser or a TV advertiser
to get their head around at scale is the nature of the interaction between the content and
the audience, so to Rob’s point, the engagement. We’re looking at pretty much all available
stats, about 65 million videos. We’re looking at all available information about the 135,000
channels that accept advertising that those videos map to, in addition to what’s unique
about the audience and how they engage with the platform from an advertisers perspective…
the incredible amount of data that is there to describe that engagement. We look at engagement,
we look at influence, we look at consistency, we look at momentum. If you want to understand
this audience and how they relate to the content, you really need to look more closely at the
content than just to say, “Captain Sparkles, this is Minecraft, this is not like TV right?”
It’s not like TV, that’s okay. But the cool thing about the platform and all of this research
is that there is so much available data that you can get really smart about connecting
with the right audience, and the right mindset, and in particular with the right content. Tara: Cool. I think that’s really interesting
when you say this stuff isn’t TV, you mean it doesn’t necessarily always look like TV.
It does not necessarily have the same production quality that you’re use to seeing on TV. When
you look at what makes someone rise up or down on the list of content that folks are
really engaging with, does that matter? What’s driving what these audiences are engaging
with on YouTube? Mike: That’s a good question. We see very
little correlation between… when you say it’s like TV you’re talking about production
quality. You’re also talking about length. We’re looking at shorter form content that
largely has a different set of production characteristics. No, the production value
isn’t what matters. You can look at hundreds or thousands of channels from Machinima that
have incredible engagement metrics. We would look at things like the ratio of comments
to views. Guys that are speaking directly to their audience have the best shot at demonstrating
that really high engagement. Tara: That’s what you’re seeing. Is that consistent
with what the rest of you are seeing? Ann: Tara, one of the things that we’ve actually
done is that we’ve done an analysis of over 500 ads in 7 different countries to be able
to come up with a predictive model of what’s really driving viewership and engagement.
There’s a couple of things we found that are key principles in terms of having those successful
advertising videos on YouTube, one of which is that you connect with people emotionally.
I had the opportunity to look at “Skype Best Friends” last night, and you talk about beautiful
emotional content. That just really is so powerful. Another element that we’re seeing
is that very often it does make you laugh out loud. You think about the Pepsi Max example
with Jeff Gordon, and the first couple of times, even the 10th or 11th couple of times
that you see that, you are just laughing at what is happening to that car dealer. It also
has to be different. We know from neuroscience that the brain pays attention to things that
are really distinctive. We’ve found that is a very important case for marketers. For example
there’s Kia hamsters. Who would’ve thought that hamsters could actually advertise cars?
It has to be perfect. It has to get people to lean in. This is a very active environment.
If I was to put all those things together… one of the campaigns that I think does that
incredibly well is actually “Dove Beauty Inside.” The reason why I think it does that is that
it has all those elements, it has emotion, it is different and unexpected. It is very
gripping. But more importantly, it takes advantage of that audience. That audience of people
that are on YouTube that are passionate about content and creative story telling. It brought
these things together very powerfully. Tara: Those are great examples, and it’s interesting
because a couple of the ones you mentioned went from YouTube to TV based on the popularity
of what they saw on the platform, which makes you think about whether it’s for TV, or for
picking which creative to run on YouTube or other video platforms. One of the amazing
things you can do here is really think about YouTube as a test and learn approach. I’m
just curious Rob, when you’re working with your clients, are folks doing that? Are they
doing it enough? Do you recommend they do that? Rob: There can never be too much test and
learn. I think what we’re starting to see is that as the marketplace matures, we’re
starting to learn some best practices about story telling, we’re starting to learn some
best practices about some more technological pieces of it like where production values
need to be high, where they don’t, editing cadence, what happens in the first five seconds
of the video, how all these things add up to whether somebody’s engaged or not. What
fascinates me, and I think that brands should be taking much more advantage of this, is
the ability to “AB” test content, or “ABCD” test content on YouTube well before it’s time
to consider for a TV campaign. I think that’s underutilized right now. There’s a lot of
real-time feedback that we can get. One of the most valuable things to us, just in terms
of tool sets, is looking in the analytics portion and watching what’s happening during
every second of the video. Are people dropping off, are people rewinding, forwarding? Does
engagement go up and down? As a whole I think the industry hasn’t really started to appreciate
the fact that we can track better now every second of the view than we ever could before.
There’s a lot of learning. What works and what doesn’t? If you start building your content
based upon that learning of how your audience is reacting to your video, the results that
we’ve seen are fantastic in terms of increasing engagement and increasing complete views.
Those are very important things for SEO and just for overall success of the program. Tara: You guys have definitely been one of
the leaders in this space. You referenced earlier some of the best practices you’ve
seen in different areas around what matters in the first five seconds and other things
like that. Are you able to elaborate any more on that, or are those special sauce? Rob: I can tell you one thing that we’ve learned
is that especially when you’re doing series of videos, if we treat the videos like they’re
individual episodes of a sitcom and start with a logo treatment, and an open, and music,
it tends to kill viewership. People tend to want to jump right into the content. One of
the things we look for is we want something in that first three to five seconds that says
to the user this is worth your click. That’s got to be something meaty. That has to be
something content related. Tara: Cool. Gun, what do you think? How does
this align with what we see when we look in-house? Gun: I think this is great. I think… a couple
of great points. Rob, you just mentioned some of my favorite stats within the platform which
are really around the audience retention methods looking second by second. It’s really interesting
especially to do a peer set for your own brand or many brands together to look at how that
compares. That’s great from an ad unit perspective. I think one of the pieces you highlighted
on, and Ann I’d love to talk to you a bit more about this as well, is some of the differences
between TV content and YouTube content. Especially with TrueView, having that opportunity with
the first five seconds to look at really capturing and engaging somebody’s attention. We’ve done
some preliminary studies that show that importance of an element of surprise, and to your point
Rob, avoiding the immediate brand mention, “here’s my logo,” “here’s my product,” or
“here’s my statement.” You just kind of increase in viewability when yo don’t have that. It
may be a little bit different from TV or other elements you create. That’s fantastic. It’s
definitely one that… there’s a variety of awesome content metrics as well. One of the
things I like to look at as well is the amount of shares that happen with video content around
there. It really highlights the ability for not only just viewership one time, but also
participation, and the platform that I think I’d love to see more brands take advantage
of. Rob: Gun, one of the interesting things that
you’re mentioning in terms of viewability, and one of the things that when we look at
TrueView is so interesting for is that we’re seeing a lot of success running longer form
content as pre-roll using TrueView. If you can hook that audience in that first five
seconds, you have permission to keep them longer than 15 or 30 seconds, which is very
different than the TV experience. I can’t divulge exact numbers or things, but I can
tell you that we have had great success with 90 second and 2 minute content running as
pre-roll, which is something that when we started it I wasn’t sure what the reception
was going to be… blown away by it. Ann: I think what’s interesting as well is,
building up your point Gun, there is a misunderstanding that in Teague [SP] advertising you are expected
to put the brand right off the beginning of the ad. I think one of the things that we’re
finding is with consumer in control these days, a lot of the patterns you’re seeing
with TrueView results is very similar to TV, in that people do not want to have a brand
forced upon then. They want to be more selective. I think that’s part of the beauty of the TrueView
solution. Tara: For anyone that’s not familiar with
the TrueView solution, what they’re referring to is most of the video ads on YouTube allow
the viewer to skip the ad at five seconds. If they skip, the advertiser doesn’t pay.
It’s sort of a win-win for everybody. The user only sees ads and content that they’re
interested in. The advertiser only pays for people who are much, much more engaged. As
Rob’s alluding to, if they are more engaged, not only are you likely to get a better result
from them, but you’re able to tell your story in a potentially more elongated or different
way. Mike: Tara, just to further that point on
the beauty of that unit and economics find, is that the advertiser not paying until somebody
gets to 30 seconds actually takes a lot of the pressure off of the story telling. You
don’t feel that pressure, to Rob’s point, to throw your brands into their face until
they’ve been along for the ride a lot longer. You’ve given them some value to be there,
and extends not beyond five seconds but maybe into a minute and a half. Tara: I think that’s right. I’d phrase it
slightly different in that some ways it puts even more pressure onto the really great story
telling, but to your point it releases you from some of the format that you might have
considered sort of de rigeur, or must-have standards. You have a lot more creativity
and freedom than you’ve had in the past, right? Mike: Right. Tara: I’m curious, because you guys have talked
quite a bit about what made for engaging content, and I was sort of intrigued when Gun was talking
about shareability and participation, so obviously that’s one of the big values of the platform
as well. What differences do you see, if any, and what makes for great shareable content
versus great engaging content? Meaning, is all engaging content something that people
share widely or is there a difference between what might drive great brand perception or
someone to actually purchase a product versus say, “hey, I actually want to go ahead and
share this with my friends”. Ann: I think you have to understand, if you
think back to some of the principles that I mentioned for emotion and distinctiveness,
these are all things that do contribute to shareability. But I think there’s one more
additional variable to consider, and that is what does it say about the individual?
There has to be some sort of reflection of self for an individual to share. In other
words, I either want to be the first one to show this to my friends, or I have a great
sense of humor, or I feel that this cause is important. We have to understand what a
video says about an individual before truly understanding whether or not, and how it will
be shareable. Tara: I think that’s a fantastic point. We
see so much in our research that talks about this “Gen C” audience as really feeling like
curation, shares, or things like that, is a reflection of who they are and very much
a big part of their self-esteem which is fascinating. Cool. Let me ask you guys a question. A lot
of the things we are referring to… we on the phone are all super excited about this,
but it’s different which is always challenging, and it’s a little bit complex which is also
challenging. How do you see brands to reacting to the platform and how do you think they
think about it in their plans today, and is that how you want them to think about it going
forward? Rob, maybe we start with you because you’ve probably done the most direct series
of efforts around this. Rob: Sure. I think that the brands opinion
of YouTube and how to use it to its maximum effectiveness are changing, and I think what
we’re seeing is that we’re moving from the YouTube as video repository or library, to
more of YouTube as curated content hub. I think as brands make that transition and they
realize it’s just like anything, it’s not just about being there and about having content.
It’s about treating the content and treating the user as an important part of the buying
process, and the relationship process. What we’re starting to see is a lot more curation,
and by curation I don’t mean necessarily curation of other content pulling you, but of content
a brand is making. Don’t throw everything on YouTube. Put things on YouTube in a way
that matter: scheduling, calendaring, run YouTube content with a content calendar, an
editorial calendar, just like you would any other medium. Whether it’s content you’re
posting on your channel, content you’re running as pre-roll, or even its paid search on YouTube.
I think that’s the transition that you’re seeing. The brands who are really starting
to have success, and the brands that are really starting to gain audience, that’s the transition
they’re making. That to me… people look at all the time what’s different between how
we consume content now and how we use to consume content. To me the difference is access. The
brands now have access to act as publisher, and the user has access to act as more of
a personal curator. They’ve never been able to do this before, and to marry this up. The
brands that are taking advantage of that are the brands that I see winning right now. I
see a lot more brands heading to that direction. Tara: Cool. Mike, you look at brand channels
in the same way that you look at channels produced by professional media companies.
What do you see? Is this resonating what Rob’s saying? Mike: Yeah, I think so. We’ve done a couple
of studies with our data in the past year. We’ve done one about top entertainment brands
on YouTube because they’re unique, and we’ve done a study looking at the top 500 brands
in general that we have on our channel. I think it is different. I think one of the
more complicated things about being a brand on YouTube is trying to figure out how much
of your emphasis should be on creation versus curation versus media. I’m always interested
in the preconception going into a conversation with an advertiser about that. I think a while
ago, to Rob’s point, they’ve come a long way in that a year or two ago the preconception
about being a marketer on YouTube was driven more by their own personal experience and
reception of YouTube than anything else. But, credit to Tara and to your organization more
broadly, the message is getting through. If they’re going to keep up with their audience
in terms of where they’re watching video and how they consume it, they need to be there.
But I think the hard question now is that can I be there, and be successful, and maybe
not be participating as much from a content perspective, or is that a requirement, or
does it depend on my KPI or my category? I’m always interested, and I’d be interested in
Rob’s… what’s the normal preconception about, okay, “we’re going to use YouTube as part
of this new initiative.” Do they immediately go to, “alright, I’ve got to create content,
and I’ve got to have a great channel,” or are they thinking about it as a media platform
first? Rob: I think the default position is, “I’ve
got to make a viral video.” That’s the first piece. Once you get under the hood with that,
you realize the value of the platform, both the content and the media, it changes. One
of the things we council our clients on, and you mention having specific KPI, is what’s
the job of a video? We have a number of successes. We can point to successes like the “Dove Real
Beauty” sketches. That was a tremendous viral hit. That had one kind of job to do. I can
also show you videos that we’ve produced in series of two- and three-hundred videos that
maybe only have 10 or 20 thousand views, but they’re for a demand generation for specific
products. They have tremendous, tremendous conversion rates. You have to understand what
your business need is, the kind of content that fits that business need, and so far we
have yet to find a vertical that we haven’t been able to do content on YouTube successfully,
and where it hits multiple parts of the funnel. Every time we look, we find that pocket of
audience. Sometimes it’s in the millions, sometimes it’s a very, very niche audience. Ann: I think what the guys are touching on,
is that there’s been a migration in terms of how marketers have approached YouTube.
I think very traditionally they viewed it as a media channel; a way to inexpensively
reach those low TV viewers. But what I see is that there’s absolutely a migration from
thinking about it as a reach vehicle to one that is much more about brand building. That’s
where the concept of original content really comes into play. How can we help marketers
take that journey from simply… it’s about placing an ad or as it was said, coming up
with a viral video all the way through to “we need a brand building video and we need
to engage this audience.” The key common theme though, that we’ve seen across the board,
and thank you for mentioning “Dove Real Beauty” because I think that’s an example of a brand
that does it really well, which is you have to think about the role that YouTube plays
within a broader campaign. Ultimately an individual is getting exposed to your brand in a lot
of different places. You have to think about the overall gestalt, what you’re saying about
your brand, and how your best leveraging the individual channels to get to that point. Tara: How do you suggest the brands measure
success? I know it obviously depends on the campaign, the goal, the this, the that, but
if you were going to pick your sort of favorite ways to think about success on YouTube, what
might they be? Rob: That’s a good question. There is a lot
of variables depending upon the goals of the video, but there are a number of things that
we will look at from direct impact upon digital assets in markets or that we see on YouTube
driving people [inaudible 00:33:13] and driving people into the purchase funnel. For some,
it’s going back to brand lift and it’s looking at metrics that are more in line with how
we look at the impact on TV. Ann: I think you have to absolutely look at
traditional brand based metrics to understand the role that YouTube is playing and having
a good measurement system. But for us, another element is really understanding those creative
elements, so having the ability to look at campaigns in advance and really understand
whether or not they have that potential to truly engage this audience. Tara: Gun, anything you’d add to that? Gun: No, I think that’s exactly right. One
of the things we’ve tried to do on the platform is really simplify a lot of the metrics knowing
that there’s just a proliferation of digital ways to look at your own brands and campaigns.
We’ve really tried to simplify to look at the advertising and content the consumers
see. I think we’ve talked a lot about the reach of some of our advertising and content
plays out there, number one. Number two, once they see your ad, what do they think of it,
how do they engage with it, what’s the attitudinal change that you might measure through a brand
survey that we ultimately see. Finally, what do they do as a result? Do they share the
content, do they subscribe to a channel? Did they click on a website? We like to track
all of those behavioral metrics as well and then use really the set of those three concepts
to really help you build and optimize your brand online. Tara: Cool. I think we’re going to go to the
last question, which is… again, there is so much richness in what brands can and are
doing on the platform, but a lot of folks watching are probably feeling like, “gosh,
where do I start?” That’s the question we get a lot, which is, “I know I need to figure
this out but I’m just still not sure what to do.” If you were going to, in the absence
of a specific campaign or a specific goal, if you were going to talk to a brand that
doesn’t yet have a YouTube strategy and give them a suggestion for just one place to start,
what would it be? Gun, why don’t we start with you since you think about this all day
long? Gun: That’s great. I think we’ve kind of hit
on one of the key themes here, and there’s a great article in the YouTube insights piece
that we just posted from Mashable that talks about the mistake a lot of brand marketers
make. They think about YouTube, and I think Ann you commented on this earlier, that going
viral is the only way to achieve success. I think the first thing we see from brands
that really get away from that mindset is to create your own brand channel. Start posting
a lot of you own content there. One of the things we’ve seen through Pixability is when
we look at the top brands, there’s a number of content pieces. On average, a lot of brands
will have many channels if they’ve got sub-brands, and a lot of videos on each channel. I think
that’s the first thing is just to be there and be present. Engage your audience with
the right content, and really optimize and find your audience that you can amplify the
participation in. That’s probably the first way we suggest starting. That’s essentially
something you can do today. Just really engage your existing fans and audience. Tara: Okay, be there when people are looking.
That makes sense. Mike, what about you? Mike: I think the best thing that they can
do to get more comfortable with the platform is understand the nature and quality of the
content that’s there, the content that the audience is viewing. Obviously that’s what
we’re focused on, but that’s the most confusing thing for brands, is understanding the depth
and quality of content that’s already there, understanding that yes it does look different
than what they’re use to. But a good place to start is with OpenSlate. There’s other
places that can help you understand that, whatever it is you’re trying to do, whoever
you’re trying to reach, or whatever subject matter you’re trying to get around or stay
away from, there’s ways to do that and there’s ways for you to understand it. I think that’s
the biggest challenge for brands that aren’t there yet is starting to understand what’s
there and how it works so that they can get into that mindset, whether it’s a straight
up media mindset or it’s a content curation or creation mindset. Tara: Okay, so the advice so far is be there
and understand where “there” is. Sounds good. Ann, what would you add to that? Ann: I know you said you didn’t want us to
start off by talking about objectives, but I do think it comes down to really knowing
what you want to do. I think Rob had mentioned before that so many marketers start off in
a place where, “I want a viral video.” That’s not what it’s all about. There is such a diverse
way of building your brand in the YouTube environment that you really have to understand
what you want to do. Is it about reach, is it about engagement, is it about sponsorship?
Whatever it may be. And go from there. There’s lots of case studies out there that can help
enlighten those different principles. Once you know what you’re trying to do, look at
what others have done and where they’ve been successful, because that helps you set your
north star and achieve it. Tara: I think that’s great advice. And Rob,
do you want to close us up? Rob: Sure. I think taking baby steps is good,
but I think you have to take them with the mind that it’s a long-term play. It’s something
that you want to commit the time and resources to build a presence that means something to
your audience. I think one of the things that is really important for brands to understand
when they start, is that it is a mix of paid, owned, earned media. It’s not just a question
of making some content and putting it up on your channel. It’s a question of having that
blend, paid, owned, earned, across the entire marketplace, but also paid, owned, earned,
specifically upon YouTube. Look at what some of the YouTube stars have done. When you look
at guys like Toby Turner and Sexy Phil and how they’ve built audiences. Brands can build
incredible value out of that one-to-one relationship that “Gen C” is looking for. You’ve got to
be in it to win it, but you’ve got to be in it for the long haul. Tara: I think that’s a great point, too, and
I love the idea of looking at case examples not only of advertisers but of creators. I
think that that makes a ton of sense in this new world, which you articulated that brands
have access in a way they never had before being direct publishers and communicating
directly with their fans. That’s awesome guys. Thank you so much for taking this time. I
learn something every time I talk to you. I’m sure our viewers did as well. For folks
who want to see the report who have not, or want to stay connected for next time, you
can find the YouTube insights report at www.google.com/think/youtube-insights or of course you can always just search YouTube
insights on google. Ann, we did chat. We confirmed Gangnam Style is in fact the number one video
on YouTube right now with 1.8 billion views. But “Charlie Bit My Finger” is still up there,
particularly in non-music content. There’s your truth. Ann: It reaches the heart strings. Tara: Good good, alright. Excellent. Thank
you so much guys. I look forward to talking with you again. Bye bye.

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