Jan Wiechers and Michael Complojer are Brand Managers at Google. They help establish new Brands on the global no.1 Video Platform, YouTube. Read their presentation on branding from Oi15!

1. BRANDING KEYNOTE

2. Google Confidential and Proprietary
Hom
Direct
response
Branding
Mid-Funnel
Performance

3. Google Confidential and Proprietary
Remarketing
Branding
Mid-Funnel
Performance

4. Google Confidential and Proprietary

5. Google Confidential and Proprietary

6. Google Confidential and Proprietary

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8. Google Confidential and Proprietary

9. Google Confidential and Proprietary

10. Google Confidential and Proprietary

11. Google Confidential and Proprietary

12. Google Confidential and Proprietary

13. SIGHT,
SOUND
& MOTION OF VIDEO

14. CONTROLLED MEASURABLE TRANSPARENT
IT’S EVERYTHING YOU LOVE ABOUT DIGITAL

16. Google Confidential and Proprietary

17. Google Confidential and Proprietary

18. Google Confidential and Proprietary

19. Google Confidential and Proprietary

20. Google Confidential and Proprietary
2.700.000 Video Views

21. Google Confidential and Proprietary

22. Google Confidential and Proprietary

23. Google Confidential and Proprietary

24. Google Confidential and Proprietary

25. Klaus Kallenbrunnen - Int. Head of Digital Business

26. Get to know the
HEROES OF HAIX ...

27. … and how they get in
SIGHT, SOUND & MOTION

28. What happened on Google induced by
TV, Radio, YouTube, Display, Print, Search, ...
Source: Google Trends for Search Term “Haix”, data pulled on March 19th 2015

29. Increase Volume & Speed
MAKE THEM REMEMBER ...

30. Increase Visibility
MAKE IT MOBILE
6 Seconds-Loop
Datavolume
1:1 Ratio
increase Attention
and instant visibility

31. Increase Attention
PLAY WITH NEW FORMATS
Hockeystick-Banner

32. Increase Reach
MAKE IT VIRAL
1. Select a Segment
2. Select a Model
3. Enter your Name
4. Upload a pic
5. Here´s your Video
haix.com/hero?pauls-scout-individual-hero

33. Recap
HEROES
SIGHT, SOUND & MOTION
REACH
REMEMBER
MOBILE
FORMATS
VIRAL

34. SIGHT,
SOUND
& MOTION OF VIDEO

35. Google = more than just
‘lower funnel’ metrics
We can also to help you
build your brand
With search,
we’ve been helping you
build your business

36. TV has always been great at
gaining mass awareness fast
Source: (1) GB TGI Q3 2014, (2) eMarketer, March 2014
28MHouseholds in the UK
have at least 1 TV (1)
Average TV consumption
per day (2)
3hrs16mins

37. But we know that viewing
behaviour is changing

38. Trend #1:
Consumers have re-defined Primetime

39. Declining number
of people watching TV
2010 2011 2012 2013
85
115
90
95
100
105
110
16-24
35+
Individuals
25-34
Total TV Viewing (2010 = 100)
Source: BARB/Infosys as cited by Enders Analysis, Jan 2014 (UK)
Index

40. Total Online Video Viewers (Millions)
Source: eMarketer, Aug 2014 (UK)
Growing number of people
watching online video

41. Trend #2:
Viewers have become fans

42. Watching more of
what they love
on YouTube
+80%YoY growth in monthly
views of 100 most viewed
channels on YouTube
Source: TubeFilter/Openslate as cited by guardian.com, Sept 2014 (Global)

43. Introducing Google Preferred...
The audiences you value, the content they love

44. The Preference Score
Ratings for the digital age
Preference score combines
social signals, bringing
ratings into the digital age,
redefining primetime

45. POPULARITY
Watch Time: The length of time users spend
watching videos
Repeat Viewership: How often do fans come
back to watch the channel
ENGAGEMENT
Likes: How often do users “like” what they
are watching
Fan Uploads: Audience uploads of
channel content
The Preference Score
Ranking popular and engaging channels on YouTube
The algorithm uses social signals and passion indicators such as...

46. Preference Score surfaces the top channels
Only channels 500 or higher included in Google Preferred Lineups
Source: Internal Google Preference Score data from Jan 2014 – March 2014
Numberofchannels
Preference Score
0
2,500
5,000
7,500
10,000
100 200 300 400 500 600 700 800 900
Google Preferred
Non Google
Preferred

47. Early access to Google Preferred channels
Segmented by familiar TV audiences
Audience Lineups
Adults 16-34 Male 16-34 Female 16-34 ABC1

48. Comparable reach to TV stations
Monthly 16-34 Reach (Millions)
Source: Lineups reach - Google Internal Data, 3 month average March-May 2014; TV reach – Infosys/BARB (UK), 3 month average March-May 2014

49. Early access to Google Preferred channels
Segmented by content category
Content Lineups
Automotive Beauty & Fashion Comedy Food & Recipes Music
News Parenting & Family Science & Education Sports Technology

50. Benefits for you and your brand
WHAT
you want
THE AUDIENCES YOU
VALUE, THE CONTENT
THEY LOVE
HOW
you want it
PREDICTABLE
& EASY TO BUY
WHY
to want it
BRAND
BUILDING

51. Google Confidential and Proprietary

52. The audiences you value, the content they love