Viz Strategy team update

1. Vizeum Strategy Team Update
November 2011
Sarah Logan
Industry Head, Agency
Carli Miller
Industry Manager, Agency

2. Why work with Google?
2

3. The world‟s biggest & most honest focus group
Google Confidential and Proprietary

4. We have some unique Insight tools..
Google Confidential and Proprietary

5. And an accompanying blog…
Google Confidential and Proprietary

6. Firestarters: a new type of Google event
Ls
New, quarterly event for senior planners
• Hosted by Google, at CSG but the agenda set by industry luminaries
• Presentations + „unconference‟ discussion + drinks
• Topics so far have included „real time planning‟, design thinking in planning‟ and „the
agency o/s of the future‟
• Vizeum delegates - and speaker(s) - welcome..
• Big plans for 2012: potential „NYLON‟ UK vs. US international version…
Google Confidential and Proprietary

7. Not to mention lots of products to develop ideas with
Google Confidential and Proprietary

8. Useful Resources
8

9. 5 cool things…..
Google Confidential and Proprietary

10. Maybe the best ads are just answers
Google Confidential and Proprietary

11. Get the best out of mobile Apps with AppGalaxy
Google Confidential and Proprietary

12. Google Insights YouTube Channel
“Bounce rate is when someone gets to your site, pukes and leaves”
Online Checkout in real life
Google Confidential and Proprietary

13. And we‟re continually innovating
1

14. Google+ reached 10 Million users in 2 weeks,
20 Million users in 3 Weeks and 25 Million
after a month, all whilst still in private beta
There are now over 40Million users who have
already uploaded over 3.4 Billion photos
Source: Google-plus.com, NYTimes(Sep., Oct 2011) Google Confidential and Proprietary
http://goo.gl/cm9x0 & http://goo.gl/QNwVp

15. The Google+ project
Google Confidential and Proprietary

16. Will.I.am backstage Hangout
Google Confidential and Proprietary

17. Hangouts - Now on mobile
1
Google Confidential and Proprietary
7

18. Hangouts - On Air (broadcast)
1
Google Confidential and Proprietary
8

19. Hangouts with extras (pro)
1
Google Confidential and Proprietary
9

20. www.google.com
20
Google Confidential and Proprietary

21. Google + Ripples
Google Confidential and Proprietary

22. Chrome Experiments
Google Confidential and Proprietary

23. Search Updates
2

24. 90%
of Brits aged 25
to 34 made an
online purchase
last year
Source: Guardian (Sep. 2011) Google Confidential and Proprietary
http://goo.gl/4Dtsd

25. Search is now desktop, mobile and tablet…
We are launching a new Google Search UI for
tablet devices. In turn, we've refreshed the ads
experience on Tablet Search. Aside from the
visual changes, the number of ads which show
on Google Search will now be dependent on the
orientation of one's tablet.
In landscape mode: Maximum of 2 ads above
search results page
In portrait mode: Maximum of 3 ads above
search results page
Below search results: Always a maximum of 3
ads
Google Confidential and Proprietary

26. Voice Actions
Google Confidential and Proprietary

27. YouTube – What’s new?
2

28. YouTube achieved record
reach figures of
19.8m
...and the homepage remains
No.1 with a monthly reach of
11.8m
Google Confidential and Proprietary
UKOM Nieslen 2011 previous best March 2011

29. YouTube/movies
Google Confidential and Proprietary

30. Branded Programs
Google Confidential and Proprietary

31. Promoted Videos On YouTube Mobile Site
Later this week, Promoted Videos will
launch on m.youtube.com search results in
all countries where PV are available.
PV ads were previously eligible on a small
percentage of mobile traffic. No PV ads will
appear in any of the mobile apps. PV
campaigns opted into all devices or mobile
devices with full browsers will be eligible.
As with all ad formats, we recommend
creating separate campaigns for mobile
activity!
Google Confidential and Proprietary

32. GDN: Dynamic Remarketing Ads
All by using
Reengage Dynamically your Google
ecommerce personalized Merchant
site visitors creative Center product
experiences catalog
Have an active Have an
How do I get
Google Merchant ecommerce
involved?
Center Feed website
Google Confidential and Proprietary

33. Lionsgate Conan Case Study
Lionsgate ran a YouTube Masthead followed by GDN activity (£5k) the following day.
The GDN activity targeted a male audience that was not exposed to the masthead creative.
Campaign Reach Results:
9.2M
Unique Users Delivered
via GDN 200%
increase in
audience
4.6m
Unique Users
Delivered via
Mastheads
13.8m
Total Unique Reach
(over 3rd of the online
population)
Google Confidential and Proprietary

34. GDN CTR: Today it’s 6x
GOOGLE DISPLAY NETWORK
AVERAGE
DOUBLECLICK INDUSTRY
AVERAGE
0.40%
CTR
0.07% CTR
Source: Google Internal 2011, DoubleClick Benchmarks Report 2010
Google Confidential and Proprietary

35. And 8x for Keyword Contextual
0.57%
KEYWORD CONTEXTUAL TARGETING
0.40%
GOOGLE DISPLAY NETWORK AVERAGE
0.18% REMARKETING
click-through-rate (CTR)
0.07% DOUBLECLICK INDUSTRY AVERAGE
Google Confidential and Proprietary
Source: Google Internal 2011

36. Beta
In Slate Pre-roll Beta
Overview:
Target users on YouTube prior to
watching long-form content and
movies.
Users get to chose from 3 ads
prior to their content choice.
Auction based model with
estimated CPV £0.05-0.07.
Ads can be any length
3
Google Confidential and Proprietary
6

37. YouTube – Getting the best out of the platform
3

38. Build emotion through content - Simple yet hugely
effective
Google Confidential and Proprietary

39. Harnessing social to generate great content
Google Confidential and Proprietary

40. Or take advantage of existing content
Google Confidential and Proprietary

41. How can you actively encourage
engagement on a product like …
… Hoummus
Google Confidential and Proprietary

42. Google Confidential and Proprietary

43. Google Confidential and Proprietary

44. But do ALL of your users need to actively engage?
Power Users
Deeply engaged and Casual
thirsty for status
through ‘creation’ Contributors
Happy to share & Lurkers
comment but not to Enjoy easy to
‘create’ find, entertaining
content
Google Confidential and Proprietary

45. Mobile
4

46. UK Household Ownership of
Smartphones went from 36% in April
to…
41%
in July
Source: Mintel Digital Trends Autumn (Sep. 2011) Google Confidential and Proprietary
http://goo.gl/g3k9N

47. Retailers could collectively be losing
£500m a year, by failing to keep website and
smartphone apps up to date
Google Confidential and Proprietary

48. Mobile will represent 17% of queries for store
locators and „last minute gifts‟ by the end of 2011
50% Mobile as a percentage of total store locator and ‘last minute
shopping’ queries
45%
40%
35%
2010:
Mobile
30%
11.93% of 2011: percentage of
total queries for „last
25% 2009: queries
Mobile minute shopping‟ and
20% 2008: 7.67% of store locators
total
Mobile queries coming from mobile
15% 1.19% of devices projected to
total
queries grow
10% substantially
since last year
5%
0%
2008 2009 2010 2011
Source: Google Internal Data.
* Avg Mobile % of queries = Average of top 5 mobile weeks for the year. Google Confidential and Proprietary

49. Mobile will be a key driver of consumer festive spend
35% of UK shoppers plan to spend more on their
mobile this Christmas
1/3 of UK shoppers engaged in m-commerce during
Christmas 2010
67% of users research on a smartphone and then
buy in store
More than half of consumers use a mobile device to
assist them while shopping in-store
Google Confidential and Proprietary
Source: The Mobile Movement Study, Google/IPSOS April 2011

50. Our Mobile Planet
Google Confidential and Proprietary

51. Google Confidential and Proprietary

52. Google Confidential and Proprietary

53. Vizeum Strategy Team Update
November 2011
Sarah Logan
Industry Head, Agency
Carli Miller
Industry Manager, Agency