YouTube Auto 101


Uploaded by GoogleBusiness on 02.06.2009

Transcript:
>> CURLEY: All right. Hello, everyone, and thank you for joining us for our Automotive
YouTube webinar, Advertising on YouTube, Civic and Small. My name is Alicia Curley and I'm
one of the Optimization Specialists here on Google's Automotive Team. I'm excited to get
things kicked off and introduce you to Michael Rucker, who will be leading you through the
webinar today. But before I do that, I just want to mention that we will have some time
for Q&A at the end of today's presentation so please submit your questions in the Q&A
box that's on the right hand side of your screen. We'll be sure to address as many questions
as we can in the last 15 minutes of this hour of time that we've scheduled today. Again,
on one last note, when you leave the webinar today, please take a few minutes to answer
the brief survey that will pop up on your screen. This will help us know and so we can
better provide you value as your account partners here at Google. So, without further ado, I'm
happy to introduce you to Michael Rucker, who works with YouTube Product Specialist,
Lane Shackleton, to provide you with today's fantastic webinar. Michael is the Product
Marketing Manager on YouTube's Monetization and Advertising Platform Team. Since joining
YouTube in 2007, Michael has helped launch, market and grow YouTube's Monetization offerings
to large and small advertisers, agencies and content partners. And with that quick and
snappy intro, I'm going to hand things over to Michael.
>> RUCKER: All right. Thanks so much, and thanks, everybody, for joining us today. A
couple of quick things I just wanted to bring out before we get going. I'd like to remind
everyone, feel free to, you know, obviously, it's interactive as it can be--I want to make
it interactive so we will be showing some videos, which will be fun. But also want you
guys, as I've mentioned before, to submit any questions you may have. Also, as an FYI,
I tend to rely sometimes on corny humor to get me through presentations. Unfortunately,
we're not in a room so I can't hear you laugh and you guys are all on mute. So, feel free
to type into the chat box of the Q&A section a little LOL or "HaHa" or rolling on a floor
laughing, that'll boost up my confidence and make this presentation a little bit smoother.
So hopefully, you're laughing after that comment, but I haven't seen any chats. Okay, good.
There we go, it worked. Thanks, Stefan, Lee, Stefan--all right, good. All right, off to
a good start here. So, I'm going to lead the presentation. Lane Shackleton really is my
partner in crime here. He's the expert and he's the specialist, I just like hearing myself
to talk. That was the real joke number one. So, let's jump right into it. The first thing
I always like to--like to start off with any presentation is make it interactive and make
it full of quiz. So, here's a quiz for you. Not super applicable to the auto vertical
but I do think it's an interesting question. We all know these three, I think. But what
are the--what do President Obama, the Queen of England, and the Pope have in common? First
person to reply gets special price. Come on, chat. Let's see, let's take a guess. So, I
might have--I love it. I love it, all right. Well, so what do President Obama, the Queen
of England and the Pope have in common? I don't know if they're short legs. I think
Obama's pretty tall--pretty good basketball player. What they do have in common is they
actually all have created channels on YouTube. You know, oftentimes, we have a misconception
that YouTube is just dogs on skateboards or, you know, random videos have been uploaded
by just, you know, some of our really passionate users. But YouTube gets huge plays in, you
know, brands, advertisers, marketers, small and medium businesses and even, you know,
public figures are really deeming YouTube to be an effective and appropriate environment
to reach their audiences. So, if the President, the big guy and her majesty deem YouTube an
effective place to, you know, open up a dialogue with their--in this case, their followers
of their--it's respective organizations and communities, you know, it's definitely something
to consider to reach your customers and think about how you can do that on a smaller scale.
So, just wanted to open up with that little fun thing and appreciate the quick responses
there. But definitely check out their channels if you want to see some of their video content--really
interesting stuff. But we're not talking about politics and religion today. We're talking
about YouTube, and we're talking about YouTube specific to the auto industry. So, I want
to spend a little bit of time talking about what YouTube is and then get into the auto
vertical specifically. So, when we talk about YouTube, I just want to take a set up and
just talk a little bit of marketplace. This might be familiar to a lot of you. I'm sure
all of you are in the digital space here. You know, what we're seeing obviously is audiences
moving online. We see in the U.S. alone that by 2012, 217 million Internet users will be
online--that's about 71% penetration--and that it's also spending more and more time
online rivaling television. We're also seeing traditional content Internet-bound, right?
People are watching movies and streaming television, downloading music, listening to radio stations
and reading newspapers and magazines online. And when you look at online video specifically,
it's growing year-over-year at 35%. And also, it's happening as result of technology and
technology facilitating change at a rapid pace. We now see that we have 55% of people
have broadband access and by 2012, this is expected to grow to 90%. So, all these trends
I talked about before are going to continue to evolve in this direction. And that access
is happening from different places, from home, from work, public locations and obviously,
from a variety of different platforms. The desktop and the laptop are just one screen--a
screen is really screen to access information to access content. And we're going to see
this trend continuing and we are already in the mobile and T.V. space. And obviously,
HD-quality streaming is continuing to increase as technology facilitates this change. So,
we've seen these things in the marketplace. And what does this mean for YouTube? And I
think it's important to say, you know, with media fragmentation and the proliferation
of content through all these different mediums, it's not hype. Size does matter. And really,
at the end of day, YouTube is a huge platform which tons of people are turning on. We'll
talk about it a little bit, what this means specifically for the auto industry. But just
to give you guys a little quick sense of the numbers, YouTube, in the U.S. alone, has 100
million--100 million monthly U.S. visitors. This is more than the entire viewership for
the Super Bowl. Now, I don't want, you know, this number to scare you. There's ways of
slicing and dicing in the content. And the slicing and dicing the audience to make sure
that you're zeroing on your target or your customer, and we'll talk about that a little
bit. But the idea here is that YouTube is a huge place and that with, you know, 103
people in the U.S. visiting YouTube, you know, your customer is probably on YouTube. And
it's not just the U.S., I know how many of you are thinking we're globally are thinking
internationally and worldwide, but also huge worldwide audience, and if YouTube where a
country, it'd be the 3rd largest country in the world. So, YouTube's a huge place, but
more than that, it's the number one online video site, period, like, the number fourth
largest site on the Web. An interesting stat, and we actually just updated and this--I feel
like the stat, it's updated virtually everyday--20 hours of new video content are uploaded to
YouTube every single minute. When I first started at YouTube about two years ago, the
number was 10 hours of video. Just a week ago, we were saying 15. So, continues and
continues to grow as more content gets uploaded and more people continue to visit sites. And
it becomes increasingly important to figure about what the tools are to make sure that
your contents, whether it's your ads or your video assets, to really reach the right audience
within a stream, within the site and obviously, video stream is continuing to grow every month.
And actually, you know, 40% of all video views online taking place on YouTube so YouTube
really is the place for video on the Web. Now, I just want to, you know, hopefully set
that up a little bit in talking about, you know, why YouTube is an important place to
think about, but I really want to spend the bulk of the time talking about YouTube and
the auto industry. So, the first thing I just want to leave with you guys with or start
off with here, I should say, is that, you know, auto consumers are really using online
video to gather video information--to gather vehicle information. And there's some information
actually from J.D. Power and Associates that actually says that 54% of new vehicle buyers
reported going to online video--going online to view a video in their vehicle purchasing
decision process. And year-over-year, you know, online video consumption continues to
grow and this video is being consumed in the multiples of the platform, so that's OM sites,
dealer sites, third party sites, or even video sites like YouTube. So, we'll talk about some
of the ways that marketers are looking to their leverage video assets. But one thing
I just want to leave you with, before we jumped into that, is an interesting stat that I actually
found, and you guys probably know this better than I do. But on average--this is some information
that I found from automotive news, car dealers, learning the art of viral video from last--at
the end of last year--that on average, it only costs about $80 to produce a vehicle
walkaround compared to a $2000 commercial. So, you know, if this is part of been a fantastic
catalyst for growth, I think, in the auto industry, we're seeing tons of vehicle walkarounds
emerging on the site, conversations that I'd been having actually with some auto resellers
in the space. They're trying to figure out scalable ways of uploading lots of different
vehicle walkarounds as people are more and more looking to engage with this content on
YouTube and on the Web--on the Web more broadly. So, you know, before we jump into specific
things that you guys should think about when it comes to actual parts and services that
you can leverage, I did want to just call out attention that, you know, YouTube can
sometimes blur the line between ads and content. Now, it's interesting to take a look at some
examples that do exist on the site already where, yes, this is content and this is entertaining,
but in some way, this is also an ad. So, there's just three videos here that I'm just going
to play really quickly. One is probably actually one of the most--actually is the most popular
auto video on YouTube, which is Ferrari versus Lamborghini. Obviously, a fun video, not everyone's
in the market for Ferrari versus Lamborghini, so I don't want to spend a ton of time on
it. But I want to--what I do want to do is show two other examples and I'll focus actually
on those two. One is the recent launch of the Volvo campaign, really sort of budget
videos showing off a new feature of their car, which is basically safety--a city safety
feature. I don't know if you guys are familiar with this, but the Volvo car, there's a feature
where, if you're going to crash into somebody or rear-end them, the car will automatically
stop. And this other one which is for Eastern Motors which is like a local--a local dealership
in the Virginia and Maryland area and sort of what they're doing. So, with that in mind,
I'm just going to quickly go over and share my desktop. Bear with me a little bit. I think
these are some fun videos that you'll appreciate. So, let me start off with this video.
>> OVECHKIN: At Eastern Motors, your job, your credit. At Eastern Motors your job, your
credit. Ford. Honda. It was definitely humorous. Always exotic cars on stock. So, are you with
me, man? Just give me some shot of vodka, please. At Eastern Motors, your job, your
credit. At Eastern Motors, your job, your credit.
>> RUCKER: So, hopefully you guys were able to hear some of that and hopefully there's
some laughter there as well. Let me talk through that a little bit as I find the next video
here. But really at the end of the day, you know, Eastern Motors is, you know, probably
already filming this commercial with Alexander Ovechkin, you know, our--one of the world's
best hockey players--already filming this probably for a local TV spot. Why not bring
this online and really take full advantage using the outtakes? And you can see here this
video already achieving 50,000 views. This is just one of the multiple videos that Eastern
Motors has actually already uploaded, and you can see here the variety of other videos--they've
fortunately been able to tap in to the local sports athletes that exist and have been buying
cars from Eastern Motors and be able to sort of take this campaign and share it more broadly.
So, I'm actually just going to--for the sake of time and also, because I didn't pre-load
the other video--but we can send out these videos after the presentation--jump back into
the presentation. I think here is a specific example where this is a terrific video act,
and I want to talk about some of the tools that Eastern Motors could benefit from by
really zeroing in on their target market in their local area with these video assets and
really scale this campaign out. So, coming right back into the presentation, really,
I think why these video exist on the site and why more and more--whether it's brands
like Volvo or local auto dealers like Eastern Motors--are looking to upload this content
is because there's already a plethora of auto content on YouTube. You know, I just performed
this search the other day, searched for the words, "Ford," and I got 200,000 results.
Two hundred thousand video results for the word "Ford." Searched for the word "Autos,"
got close to half a million, and searching for the word "Car," a million video results
based on the word "Car." So, all these videos already exist on the site and users are already
engaging and watching these video assets. So, the question really becomes how do you
actually tap in to these auto enthusiasts as they're engaging with this content and
make sure that they're finding your brand, your company, your offering in a relevant
and meaningful way? Now, before we jump into that, I think the one thing that I really
wanted to hammer home before we talk about the actual products, you can see here, the
size should help you really see the impact that Youtube can have when focusing specifically
on the auto vertical. I started by talking about the reach that Youtube has. There are
a hundred million unique users visiting the site every month, and you can see here that
Youtube reaches almost 35% of the potential car-buying market on Youtube alone; that's
actually five times what E-bay motors reaches. So, the audience is there, the question then
really becomes how do you reach these potential car buyers? That's where I want to spend the
bulk of the rest of the presentation talking about. So, let's jump in to talk and this
is what we'll spend the rest of the time talking about, how you can reach these auto enthusiasts
and these potential car buyers as they're discovering video contents, as they're watching
videos--we just showed a bunch of videos and video examples already. So, maybe they're
not discovering your videos, but maybe they're watching other auto video contents--or as
they're ready to engage and dive deeper. And then at the end, I'll just kind of encapsulate
what sort of--what I view are the easy steps to get started right away. So, as they discover
video, the one thing I want to talk about is, you know, Youtube as we said before, 40%
of all video streams are taking place on Youtube online. All 40% of all videos viewed online
are taking place on Youtube. And so, thinking about how you do discover video content--something
that the product team here at Youtube has been giving a lot of thought--and one of the
things that we've seen is that search is the key driver in the way in which users are discovering
video content. A comScore data form last year--and this continues to hold true--shows that Youtube
is actually the world's second largest search engine. Now, to call Youtube the second largest
search engine, I think is a little misleading. It's not a search engine, right? It's a video
discovery platform. But search is one of the key ways in which users are discovering video.
And at Google, we're obviously very similar with search, so one of the things that we
wanted to look to do with our marketing partners and with our business partners is say, "How
can we tap into the search experience on Youtube?" We know--where we find this at Google--we've
built a strong system in AdWords. How can we apply this to the Youtube eco-system and
make us a meaningful and impactful product for our business partners? So--most of you
are familiar with this, but the end of last year, we launched something called Promoted
Videos. And this isn't a particular example for the auto industry, but you can see here
I just searched for video contests--but you can imagine people searching for that Eastern
Motors video, that Lamborghini video, obviously, people interested and passionate about cars.
And you can see here that when I search for video contest, I get two different buckets
of results here. You can see that some are already Google.com when I search, and I have
sponsored listings above and next to organic search. You can see here that there's now
sponsored paid advertising promoted videos above and next to the organic search results.
And excuse the red boxes here--it looks like there's some formatting situations took place
when we uploaded the video to WebEx. But not sure the familiarity that you guys have with
this particular product, but I just want to leave you guys with the fact that it's, you
know, virtually identical, extremely similar listings that you're probably already doing
with Google and with Google Search. Option based CTC, choose your key words. Instead
of driving traffic to your website, think about your video as your website, as your
opportunity to tell your story, to tell the story about your brand, to tell your story
about your product, to tell your story about your service and drive meaningful traffic
to those video assets in hopes of driving business and obviously, the same way that
you can measure, you know, cost per click and click through rates and even implementing
conversion factor--which we'll talk about in a second with some case studies--you know,
obviously, the opportunity to optimize and make sure this campaign is driving the meaningful
results that you're looking for. So, promoted videos as I mentioned, can be managed through
your Ad--I don't know if I mentioned this--but can be managed through your AdWords campaign
and it's certainly something to think about if you already have video assets that you're
looking to drive more traffic to or looking to expand to a broader audience. So, we look
at promoted videos, the one thing I want leave you with--and we can send more detailed information
about some of these campaign to date--is that the one thing that excites me and our product
team about this is that we've seen success throughout the marketing funnel. So, I'm not
familiar with all of your different marketing goals. Some of you might have higher, upper-level
funnel goals looking to raise awareness and drive some sort of brand association to your
different business. Some of you might be looking to drive buzz around a particular program
that you're having, you know. Others of you might be looking to simply get into the consideration
set, and for some, looking to drive sales. Now, chances are, you're not looking to drive--most
people don't buy cars although, I have--did hear ridiculous stat about E-bay car sales
that just was mind blowing to me. But chances are, I'm not--maybe you're looking to drive
leads, but either way, how can you drive that and measure that through promoted videos?
So, what I want to focus on really quickly is this last example here. You can see down
at the bottom iPod reviews with Zagg Incorporated and then driving sales. And we can send this
video out as well. I don't want to keep on jumping back and forth from the WebEx. But
here's a terrific story about an online retailer that sells pocket--protectors--protective
covers for smart phones. And the thing that's terrific here--very budget video and they've
actually made a bunch of different videos since then. But a very simple video costs
virtually nothing to make, could be made with a camcorder, where they simply took two iPods
or two iPhones--excuse me--actually, I don't know, it might've been iPod touch. But either
way, two iPhones--center key, you know, sometimes, you know, this iPhone you put it in your pocket,
your keys are in there and it gets all scratched. It's so annoying. You just spent a couple
hundred bucks on this phone. Well, hey, what they did is they took one phone and they put
the Zagg invisibleSHIELD on the phone, and the other one, they didn't. And they simply
took a key and scratched both phones, and showed through video how the actual product
worked. And as a result of driving traffic to these videos through promoted videos, we're
able to drive traffic back to their website and through implementing--by implementing
conversion tracking, we're able to actually measure their conversion and their task per
conversion and obviously, they're our ally as a result. This campaign has been extremely
successful, and to quote my good friend Cameron Gibbs at his invisibles at Zagg, more successful
than many of their search based advertising campaigns on other search engines. And the
main result of the hypothesis here that he shared with me is that video really was one
of the most powerful way of really showing how this product, how his service actually
work. So, thinking about how video can support your specific marketing initiatives and really
driving meaningful tracks, traffic in a geo-targeted way and in a cost effective way on pay per
click basis is certainly meaningful. That's how--I hope it answers your question. Yes,
it can be geo-targeted in the same way that you--and doing pay per click advertising.
So, moving right along here, I want to talk about what the future of this product is--and
Lane, I don't know if you want to jump in here--to talk about this briefly. But, you
know, we launch it as a search based product, but we really recognize that search is just
one of the ways in which users can discover video content on YouTube. So, the goal here
is really to empower advertisers to drive relevant use across YouTube in the web. Lane,
do you want to do something really quickly here and just maybe mention what some of the
future road maps of this product might look like?
>> SHACKLETON: Sure. Yes. So, just to talk a little bit about the future of promoted
videos, you can imagine a scenario in which we've kind of covered one of the discovery
mechanisms where users are discovering content on our site, and that's search. So, we've
done that and we've implemented and we've seen success and really, now we're looking
to build out the product in other ways by asking ourselves the question how do people
actually discover content on the site? And how can we let our advertisers take advantage
of that discovery in a way that's meaningful and both provides a good user experience and
provides our advertisers with clicks that they're looking for and ultimately, you know,
taking those video views and conversions that they're interested in? So, the thing that
we're testing now--and should definitely talk to your account team about--we're testing
random promoted videos both on the home page and in the related videos section on the watch
page. So, these are two of our main discovery mechanisms for users and we'd like to put
advertisers kind of in that path. So, as we roll these out more broadly, you'll probably
hear more about it. Right now, we're definitely in sort of the limited testing phase and happy
to accommodate folks who are interested in that. So, back over to you [INDISTINCT].
>> RUCKER: Thanks, Lane. So, absolutely, I think Search is the way that really thinks
about getting started here, because it'll probably be familiar to a lot of folks. But
certainly, you know, obviously encourage you all to experiment and see how some of these
beta expansions on to the YouTube homepage might be a really compelling and cost-effective
way to drive a lot of traffic to your video assets. So, moving right along, I want to
talk--and Lane mentioned related videos and he mentioned the watch page. So, oftentimes--and
obviously, the bulk of what happens on YouTube is people actually watching video assets.
Sometimes those videos might not be your videos. And so, I want to talk about how users--how
you can reach users as they watch video assets. Now, we talked before about the fact that
20 hours of new video have content is uploaded to YouTube every minute. And obviously, a
part of this uploading is taking place from users uploading some of its great video assets
and hilarious and some of it is meaningful and powerful and inspirational, and a lot
of it's, to be honest, crap. But that's the beauty of YouTube. But what I want to come
down to advertising--I want to talk to you about the power of premium content and the
fact that we only run ads and advertising of this and this particular--and I'm specifically
referring to display advertising or any ad asset that you might have on our partner content.
So, YouTube, where there's, you know hundreds of videos, thousands of videos uploaded everyday,
we only run ads against our partner inventory. YouTube give over 3,500 content partnerships
and we look specifically at our partners--you know, this is top quality video content from
our most trusted partners, and we're constantly bringing on new partners everyday. And when
we look at this, specifically to the auto verticals, here's just a couple of our partners
that took stream shots of--so you can see here, Roadfly, cars.com, Inside-Lane--and
I'll jump to the next line here really quickly. You can see here, Fast Lane Daily, MyRide,
Edmunds' Inside Line, Octane TV. I mean--and we can share these links with you for you
to look ahead. But we're really confident in YouTube really, you know, they do have
insatiable--I don't mean to read the slide here, but they do have an insatiable appetite
for information on new models and new automotive information. And the majority of the content
that they're going to learn about this auto information is some of our trusted partners
because it's just quality content that's actually enjoyable to watch, unlike some of the videos
that you sometimes discover on YouTube. And I think one thing that's interesting is that
it's not just, you know, kids under the age of 18, its people actually in that auto buying
market. And you can see, obviously, over the age of 18, all the way up. You can see the
age distribution of who's actually engaging specifically with the auto content. And the
way that we're able to actually understand this is because a large portion of our site
is actually logged in with registration information. They have their age, they have their gender.
So, certainly, a car buyers market who's actually engaging with this auto content. So, to show
you really quickly what this would look like, I just want to jump over the next slide, you
know, visualize it and then talk about how this would actually be implemented. So, you
can see here Edmunds' Inside Line. You can choose a video from Edmunds' Inside Line.
This actually happens to be from the 2008 Mitsubishi Lancer--a video about the 2008
Mitsubishi Lancer. And you can see here right above the fold, right next to the video viewing
experience, you know, an ad actually--that's pretty well targeted--as to how the Mitsubishi
Lancer air intake, right? And there's a variety of different ad formats that you could actually
run, you know, in this unit, whether it's attached or video or display. We even have,
you know, in-video ads, actual overlays that will run within the video stream as an overlay
ad during the video viewing experience. So, whatever sort of ad assets you have, you know,
here's an engaging experience that's a lean forward experience. On average--I mean, this
video happens to be an event in 30 seconds. But on average--with our partner content,
which is what we're talking about right now, you should actually spend an average about
two minutes on this page. So, obviously, we see very strong click through rates actually
on these ad units because of these high profile placements. But, you know, even when there
aren't strong click through rates or even when there isn't let's say, a click right
off the bat, you know, two minutes with this high profile placements is sure to make a
strong impression. As I mentioned though, click-through rates on these companions are
extremely high, and we've seen a lot of success here. And in terms of actually managing this
program, think about this page as another page within the Google's content network.
This happens to be a page of content that actually has video asset on it that happens
to be about auto. So, the op-team actually go in and place some target at campaign specific
to the auto and vehicle vertical within YouTube and have your auto ads appear against the
video. And obviously, the same way that you can manage a program within the content network
through AdWords is obviously the opportunity to geo-target and to sort of refine your campaign
to make sure it's reaching the right audience. We actually recently launched even more granular
targeting within those verticals, so if you specifically wanted to target BMW, or particular
car models or make, there's also the opportunity to do that as well. So, once again, you can
see here 1.2 million views of this particular video asset. Maybe you want to reach all 1.2
million folks, but potentially, you'll want to slice and dice that. And obviously, we
know that Google and what we have available within AdWords gives the opportunity to manage
the program that really refines the program to make sure that reaches the right audience.
But here's a screen shot of what that ad could look like running against our auto partner
concept. So, moving right along, we've talked about how someone--how--the discovery phase
and how you can enable discovery of your video assets. We've talked about how you can reach
users as they happen to be watching other video assets from our auto partners. Obviously,
if you want to reach a broader audience, you can run against non-auto content as well and
see what works best for you, but just wanted to share the auto example with you. And then
lastly, talk about how you can engage these users and really dive deeper with them. And
what I mean by engagement--you know, I've talked again and I had to bring it up, but
it's just another ridiculous stat; in fact, 20 hours of new video content are uploaded
to YouTube every 60 seconds. We really do have an active community that's always looking
to respond to videos, comments, rating, favorite--in fact, when you think about how many times--maybe
in your own lives--I know I do this a lot--I see a terrific video and I share it with my
friends. I evangelize on behalf of whether it's a funny video or sometimes, potentially
a brand or a business that I think suits other video. I have some hockey friends, for example,
that I sent that Eastern Motors video to. But I want to talk about how some automakers
and auto marketers have looked to engage and dive deeper with the YouTube community. So,
the first thing I [INDISTINCT] and I'll talk about that [INDISTINCT] there'll always be
extra bells in those sites that come with brand channels, but the idea here [INDISTINCT] enable [INDISTINCT]
to encourage people [INDISTINCT] around building constant implementation. We've seen some of
those--obviously, [INDISTINCT] uploaded image on the background to really make sure that
the channel really represents your brand or your campaign or your specific program or
product. And the goal here is really to build a loyal audience. If you do drive subscribers,
each new video uploaded will automatically populate it into the subscribers homepage
when they're logged in when they come. It'll say, hey, there's a new video from one of
your subscriptions, and another best packet from this front is obviously, I think to,
you know, drive multiple programs from the same channel continue to provide that consistent
sense that this is some place that I should subscribe to. It's not just a one off situation.
And not to harp back to my friend at Zagg, but I think--you know, we we're talking about
earlier with the smart phone protectors--one of the things that they've been very successful
in doing is continually--you know, whether it's once a month or once every other week--upload
a new video with some new feature or something really new and fun and cool that will continue
to keep people thinking about the company, continue to think people about the products
and the service. And Eastern Motors has been doing that with several of the athletes in
the Virginia and Maryland region as well. Now, when we look specifically to the auto
vertical, I think, you know, there are opportunities to put the community in the drivers' seat--not
to make a cliché use of the title there--but, you know, I see brands have been doing this,
but I think its interesting to think creatively about how you can think about doing something
more you're your channel and doing more with the interactive video community and getting
creative with it. So, I just want to briefly talk about these three examples that actually
have to do with auto manufacturers themselves. Cadillac launched a sort of interactive and
cross-media campaign about My Cadillac Story, where they really wanted to get people to
tell their story about their Cadillac. And the way that they actually were able to do
it was not to actually invite people to tell their story, but actually to get famous people
and celebrities to tell their story and let users watch that content. So they had people
like Travis Park--Barker. Parker? Barker? The drummer from Blink 182--Just want someone
to type it in, if you're a Blink 182 fan. I'd appreciate it, but you don't have to.
What was it? It's Parker? >> Yes, there was a B.
>> Barker. Okay, I thought--I mean, I didn't really get--I think he had a show on VH1 or
MTV. I didn't really get into it. But anyway, you know, here is an example where My Cadillac--what
Cadillac wanted to say hey, listen, you know, celebrities and famous people who we--you
know, we all want to be--we all watch VH1, MTV, we all want to be celebrities--they're
driving Cadillacs, they're loving it and they want to share their story with you. But let's
look--we all ordered the Chrysler's 300 in their contest. I think one thing that's really
interesting here is, you know, Chrysler, in their example, they said, okay, they saw what
Cadillac had done and said, you know what? In our situation, we don't care what the celebrities
and the famous people care about. We want see what you, you know, random--you're not
random, but you know, Joe Schmoe. Michael Rucker. Lane Schackleton, you own a Chrysler
300? I don't, but after watching this contest I wanted to. You know, you own a Chrysler
300. Spin it your way. You know, you customize your Chrysler 300, which is what the Chrysler
300 is all about is making it your, you know, your own car and spinning it your way. Show
us your, you know, six rims and show--give us a little car walkaround and tell us about
how much you love your Chrysler 300. And that's really what this contest was; it was an invitation
to get people to submit their videos about their Chrysler 300. And obviously, on--in
addition to evangelizing their own ownership of the car and sharing with all their friends,
there's actually the additional viewership of a list of content that wasn't even created
by the marketer themselves, it was created by the community. Chrysler put the community
in the driver's seat. And then lastly, you know, we talked about tapping into content
that already is on the site with the auto partners, but here's a specific example from
Toyota with the Sketchies II program. Comedy is a huge--hugely popular category on YouTube
and so Toyota, for their program, said, you know what? Offline, online, we want to own
comedy. We want, when people think comedy they think that is Toyota, and they think
the Toyota Corolla. So, for their launch of the new Toyota Corolla, they looked to sponsor
the Sketchies program where they basically worked with us. We had, you know, all of our
comedy partners--we had all of our comedy partners submit their concept of this program
and Toyota Corolla basically had 100% share of voice over all of its comedy content. So,
do you know just three specific examples of actual--the manufacturers and the brands themselves
looking to leverage--leverage YouTube and build awareness, and build their affinity
around their brands. But I just wanted to show these--show this to you to get you guys
to begin to think about how could you creatively launch a smaller campaign, maybe something
more target to your specific region, to your specific customer base. Maybe you're doing
something already locally offline. How can you bring that experience online whether it's
just the video themselves, or encouraging folks from whatever that offline event is,
to upload those videos onto YouTube and share them with their friends more broadly? So,
those are just the few expert examples there specific to the--engaging the community within
the auto sector. Now, I just want to--as we, you know--in the last five minutes before
we jump to the sent questions, we talked about a bunch of stuff. I really just want to sort
of say--some--wow, you know, YouTube is a big place. I see these AdWords tools that
I'm familiar with like promoted videos and placement targeting, seems like a good opportunity
here for me to begin to experiment, and see if I'm having success. But you also talked
about this you know, these big branding programs. Now, how can I think about really getting
started and making this an easy on boarding process? So, I just want to leave you guys--before
we jump into the Q&A--with the fact that getting started is really easy and here's sort of,
you know, what I would consider my playbook. Number one, you know, building your home--and
it doesn't have be a brand channel or a contest or some big program right off the bat as we
saw from Cadillac or Toyota. You can create a YouTube account, it's free. We saw that
Eastern Motors example, local dealership in the Virginia and Maryland area, they simply
frame the name Youtube.com/eastern motors, free to their account. They upload videos
into that account and they were taking advantage of the free interactive tools. Simply uploading
the videos and you know, I think there's opportunity to scale it out. We didn't really dive into
these offerings, but there's abilities to annotate videos. I don't know how many do
you watched VH1's pop up video. Maybe this'll ring a bell? Pop up video. You can write LOL
in the chat box. But annotations is a great way of creating, once again, an interactive
experience in linking videos together, calling out some things, responding to videos with
your video assets. You know there's tons of free tools that already exists in the space
that you can take advantage of. And so, I think that really is step one. If you have
video assets--even if you don't have video assets, at least claim the channel as you're
thinking about developing video assets as more and more video comes online. Even if
you have 30-second TV spots that you run offline, or that you maybe run through Google TV ads--at
least get those up on YouTube. It's free to host there. Next, I'll think about, Okay,
well how--now that I have these videos up there, how do I get these videos actually
discovered? And we walk through an AdWords tool that's very similar to a lot of the AdWords
stuff that you're already doing. It's called promoted videos. Simply bid on the keywords
to ensure the discovery of your channel or your videos as people are searching on YouTube.
So, if people are searching for auto terms or if you're selling trucks and you want to
reach young males, sports-focused kind of audience, bidding on sports terms--I'm sure
people are searching for Lebron, Carmelo and the different great games that we're watching
on who saw Lebron lose last night. I was so disappointed. Sorry. But, you know, driving
discovery in that way, and then, as Lane mentioned, the ability to expand the discovery experience
as part of our beta programs with promoted videos, as we're looking to expand this program
onto the You--even onto the YouTube home page. You know, a premier destination to get your
video assets obviously discovered. And obviously, all of this being on a CTC model with the
flexibility, and the bid management that you guys are used to. You know, once that's underway,
we're even, you know, skipping a set if you don't have the video assets is how do you
build awareness and drive traffic to your website? And we talked a little bit about
placement targeting, right? Making sure that people are aware of your product or your service
by placement targeting your ads--and those ads could be a variety of formats, whether
it's text, display an image, video, play video ads, flash, right? To placement target your
ads to your target audience--are you trying to reach a certain demographic? Are you trying
to align and appear next to auto content or sports content? Are you trying to geo-target?
All of this is available. And thinking about that high profile placement as a way to really
get and reach a video engaged in a lean forward experience with your target audience. And
I think once you've done that and had success, then I think it might be time to think about
how can I take it to the next level? How can I turn my channel into a brand channel and
create a program to really drive additional engagement of subscribers? Is there some sort
of contest of branded entertainment program that I really want to run? I've done the vehicle
walkarounds, do I want to get local celebrities or local sports fans, you know, into my store,
you know, on video just talking about how much they love my product and my service?
And take it to the next level and really scale out the program, you know, throughout the
YouTube platform. So, with one minute left before we get to Q&A, I just said I think
getting started is really easy, you know. Build your home, create an account, make sure
that as you create that account, upload videos, that the videos in that channel is actually
discoverable. You wouldn't, you know, obviously, when you create a website for your business,
you put on your business card, you put it on your collateral, you launch a search campaign,
you launch search engine optimization campaigns. You don't just create a website and think
that people are going to come there. Similarly, I don't think you should think about just
creating a YouTube account without thinking about a way of strategically driving meaningful
traffic there. I think promoted videos is a great way of doing that, and obviously,
with high profile placements that exists within YouTube, placement targeting is certainly
something to consider as well. So with that in mind, and as we planned, we have 15 minutes
left here for Q&A, and I see there's a bunch of questions here. I'm sorry I haven't been
paying a ton of attention to some of these questions. I'll get to it right now. I see
Kevin said, "When you saved it on keywords, is that through AdWords or YouTube?" That's
a great question Kevin. So, through the promoted videos spots, we've actually launched a front
end that exists within YouTube, and you can visit that at ads, A-D-S,.YouTube.com. And
there's an opportunity to sort of bid on those keywords and manage that program within a
YouTube interface. That being said, the back end of this program is all based up off of
AdWords and you can certainly work with your account team and set up this campaign and
manage this program and bid on those keywords through AdWords as well. So, I hope that answers
that question. And I'm also seeing the questions here in the Q&A box, so let me just get down
into this one. How do you get advertising for your website to appear next to your video?
So, it's a terrific question as well. So, one of the things right now that we actually
don't offer is the opportunity to have, like for example, a banner ad. You can't have 300
by 60 banner ad run next to your video. We're looking at surfs, how that would be feedable.
But perfect example, I'm just going to go back to the Zagg example that I mentioned
before. Their ad was their video, right? The video was the asset that really told their
story and said everything that they needed to say. Now, when people saw their products
and saw the service, you know, people online weren't, you know, aren't stupid. They saw
at the end of the video, it said Zagg.com, and even in the information box, they had
the opportunity to say, you know, to buy this product, visit Zagg.com/invisibleshield, right?
So, clicks were coming through that way. It didn't need to be a banner ad next to their
own video to actually drive the traffic. So, we are experimenting with ways of actually
having call to action assets that will actually exist within the video. So, if you are running
a promoted video campaign, you can actually have a text ad appear, you know, over the
video at the--on the bottom 20% of the video with, you know, the copy and the text ad that
you're normally used to through Google. So that's something to think about in terms of
an actual ad that'll drive traffic back to your website and appear, you know, actually
on your video, which is even better than next to your video. Is there a keyword research
tool specific to YouTube? Lane, do you want to jump in here and maybe talk briefly about
the keyword tool? >> SHACKKLETON: Yes, sure. So, we do have
a keyword tool specific to promoted videos, and if you typed in that URL that Michael
mentioned before which is ads.youtube.com. If you just add slash keyword underscore tool,
so the full URL is ads., A-D-S, .youtube.com/keyword_tool. That is a keyword tool that's specific to
YouTube. You can take a look at that and kind of get an idea based upon either video ID
or a similar keyword that you'd like to advertise on. And then just to kind of piggyback on
the point that Michael made before about showing your ads on your own videos, I think that's
a great question because one of the first things that we heard when we launched promoted
videos was, hey, I, you know, driving those video views and seeing response, how can I
see more response? You know, what am I--what do I want these users to do? I want them to
go back to my website and that's why we created the call to action overlays that Michael mentioned.
And all that is, is you know, the viewer actually goes to your video. On the bottom 20% they
see your Ad as an overlay. That's something that you--you can set up as long as you're
running promoted videos, we will give you that feature for free, so you won't pay for,
say two clicks in that case. You'll pay for the click to your video and then we'll give
you that overlay as a value-add. So, I think that's a pretty compelling case and we've
seen some pretty good success in call to action overlays. Again, it's pretty early, but we
are excited about that feature. >> RUCKER: Perfect. Lane, I see here another
question that might be a good question for you and we put you on the spot here again,
but the question, does Google analytics give you performance data on keyword performance
on the YouTube program? >> SHACKLETON: Yes, so, right now, for those
of you who're very analytic savvy, we don't pass the GCLID. So we don't pass the specific
analytics load that's required to track the performance on a keyword level for analytics.
We're certainly looking, as you can imagine, as we're always in close partnerships with
Google teams. We're looking at the future to have a more robust and kind of closer integration
with the analytics. For the time being, no, you'll see all the normal search stats that
you see in your AdWords accounts, search query performance report, all those reports work.
At this time, analytics does not have a full integration down to the keyword level, though.
>> RUCKER: And here's some more questions, in case you just want to keep on jumping into
it here. I see quick note here, and obviously, some questions here, but I just want to respond
to this one from Kevin about not noticing anything in AdWords that relates to managing
YouTube vids--the videos, am I missing it? Now, Kevin, that's a great question. You're
not missing anything that--we actually haven't launched this promoted video product within
the front end. You can manage the program once it's set up. But if you want to manage
the promoted videos, average based, you know, cost per click products through your AdWords
campaign, we recommend working with your account team and they can set it up for you initially
and then you can manage your program through AdWords. So, you're not missing it. I'm moving
right along here. Maybe this is a question once again about the idea of the banner next
to the video and maybe that--maybe I'd misread the initial question about how did Tannen
get their banner out next to the Mitsubishi video. So, as you mentioned before, placement
priority, but we have this specific placement within You Tube that are high profile. We've
skipped around 300 bytes to 50 units is really the slot that exists throughout the site.
And most of the inventory exists around our partner content, as I mentioned. So, there
was actually an, you know, an Ad I saw as I was browsing through some auto-contents
that actually came to me. So, I'm not sure exactly the specifics around how Tannen got
that specific ad to run against that specific video, but typically, as I mentioned before,
you know, placement targeting the same way that you would target specific sites within
the content network, you have the ability to do that. Just target YouTube, but even,
you know, more effectively to target within YouTube in specific categories of content
or against certain demographics. Demographic bidding, it's a specific age or gender that
you're looking to reach, a specific category of content, a specific geo. So, that's how
I would assume, you know, that's how I would recommend getting your banner ad next to a
video asset, is to really think about, you know, who I want to reach? If I want to reach
auto-enthusiast, let me target the auto and vehicles section within the YouTube site and
see how it performs. So, does that answer your question, yes?
>> SHACKLETON: Just to--just to bid, you act on that. It's pretty much as simple as going
into the placement tool so, you know, just going in a camp--particular campaign, clicking
on the placements tab and then Ad placements. If you type YouTube.com, enter the placement
tool, you'll see all those particular sub-categories that Michael's mentioning, autos probably
being the most relevant, but that narrows. Also, sub-categories as he mentioned also.
So, if you want get a little bit more granular, the autos category, overall, is going to give
you kind of the most scale within You Tube for a particular target, but then, some of
this more finer sub-categories will get less traffic, but again, will be more finely targeted.
>> RUCKER: Exactly. And moving right along here, how to make sure it's control of real
estate for a particular dealer name? So, for example, San Francisco Ford. So, maybe I'm
not understanding the question entirely, and so, feel free to jump in and ping me or ask
again. But if you're looking to actually claim a name as part of your account, you simply
go to YouTube and create your username. Now, it's San Francisco Ford, for example, if you
wanted to get to YouTube.com/SanFranciscoFord and that name has already been taken, talk
to your accounting about that; there is a way at re-claiming names. That being said,
I can't promise anything. The same way that a website URL might be taken and owned, you
know, that might be claimed by someone that's actually using this. But if the user has not
been active with the channel, then there is an opportunity to re-claim that name. So,
hopefully that's the question that you're asking and that I'm asking. Do we have editors
to filter claims? So, I guess this is the question about sort of people claiming lots
of names. We--Lane, I'm not sure if you know the answer to this. I--I'm not sure that we
specifically have a team that monitors this specifically. I will say that if names have
been claimed--at least for the purposes that we would want to talk about here--if names
have been claimed and are not actively used, that there is an opportunity to re-claim that
name for business a partner. >> SHACKLETON: Yes, to be totally honest I'm
not sure exactly about the filters and what filters we have in place for people doing
that on a large scale, but you know, the important thing I think is what recorded on is that,
you know, in the case that you have a name that's, say, trademarked or your company name
or something you find that is already taken, talk to your account team and let's--we'll
see if we can get that back for you. >> RUCKER: Perfect. So, don't want to jump
the gun here if there are more questions but as people are thinking more questions, I just
want to leave you guys with a couple of thoughts and that is, obviously, one, to fill up the
survey as is mentioned before, and to talk about what an amazing presentation this was.
No, but in all honesty, I really think the next step here is we set--we see here are
getting started easy. I mean, if there's one thing that you really can do right away and
you know, I would say should do, go to YouTube.com and create an account with, you know, the
username that you would want it to be if it is San Francisco, Ford. Create that account,
you can put in the website there, you know, your company website and at least claim the
name even before you have videos to upload. That could be, you know, something that will
literally take two minutes and maybe we'll end at 10:58, so that you can do that between
10:58 and 11:00 AM. So, you know, I think that's step one and then step two is, you
know, follow up with your account team and talk about if you do have video assets, how
to think about beginning to promote them and setting up a promoted video campaign. And
even if you don't have video assets, you know, thinking about if what assets you do have
and the opportunity to placement target YouTube, get your Ads running on YouTube where there
is a huge auto audience that's ready and willing to engage with your content and with your
business. So, with that in mind, we have three minutes. So, two minutes to sign up for the
YouTube account and one minute to say thank you and to have an extra minute in your day.
>> CURLEY: Great, Michael. Thank you so much and Lane, this is a really great webinar,
and I think we got a lot of great information. Like they said, if you have any questions
additionally beyond what was the [INDISTINCT] you can find them on the YouTube webpage.
Please reach out to your team here at AdWords. We conduct linking you get in touch with the
right people and make sure that you're on the right path to meet new marketing success.
So, if there aren't any further questions, we can definitely end the webinar a little
bit early today, and we'd just like to thank you all for attending and one last reminder,
to please fill out that survey again. If you have any specific questions, you can enter
it from there, but this will really help us make sure that we're on the right path to
providing you with the best of the value as your account partners here at Google. So,
thank you, everyone for attending. To Michael and Lane, you have been wonderful and we really
appreciate it, and everyone have a fantastic day.
>> RUCKER: Quick question, are we going to send--we can send out this deck to everybody
as well. So... >> CURLEY: Yeah.
>> RUCKER: I believe we have everyone's contact information, right?
>> CURLEY: Yup, everybody that attended today, we have your email address, as long as you
input it in when you registered and we can send out this presentation with the audio
as well. >> RUCKER: Perfect. And I'll send out some
of the YouTube videos that we didn't get to. Is that cool?
>> CURLEY: That's perfect. >> RUCKER: All right, terrific.
>> CURLEY: All right. Thank you, everyone, thank you, Michael, Lane, again.
>> RUCKER: All right, Bye-bye. >> SHACKLETON: Thanks for your time.