Suzie Reider, Head of Advertising Sales YouTube/Google Display Network
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The document discusses how effective brand marketing is now focused on creating and associating brands with relevant content online. It provides examples of successful YouTube campaigns that engaged audiences through great content and personalization (Nike), relevant endorsements from YouTube celebrities (Garnier Fructis), exploiting Google technologies (The Dark Knight Rises premiere), extending the experience beyond videos (Arcade Fire), and engaging audiences in real time (ePrint Live). These campaigns were able to provoke thoughtful or emotional responses from viewers.
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Suzie Reider, Head of Advertising Sales YouTube/Google Display Network
- 1. Wednesday, February 9, 2011
- 2. Suzie Reider Head of Advertising YouTube Wednesday, February 9, 2011
- 3. clearly behavior has changed so why did I come to google | youtube? Wednesday, February 9, 2011
- 4. clearly behavior has changed traditional advertising alone no so why did I come to google | youtube? longer works Wednesday, February 9, 2011
- 5. clearly behavior has changed traditional advertising alone no so why did I come to google | youtube? longer works effective brand marketing is now about content Wednesday, February 9, 2011
- 6. clearly behavior has changed traditional advertising alone no so why did I come to google | youtube? longer works effective brand marketing is now about content creating content Wednesday, February 9, 2011
- 7. clearly behavior has changed traditional advertising alone no so why did I come to google | youtube? longer works effective brand marketing is now about content creating content associating your brand with existing, relevant content Wednesday, February 9, 2011
- 8. but some content leaves you guessing... Wednesday, February 9, 2011
- 9. Wednesday, February 9, 2011
- 10. but what does it have to do with the brand? Wednesday, February 9, 2011
- 11. but what does it have to do with the brand? ambiguity is fun but not very actionable Wednesday, February 9, 2011
- 12. Wednesday, February 9, 2011
- 13. and some campaigns have no tangible extensions... Wednesday, February 9, 2011
- 14. and some campaigns have no tangible extensions... and some campaigns have dubious target audiences... Wednesday, February 9, 2011
- 15. Wednesday, February 9, 2011
- 16. successful campaigns are rewarding. Wednesday, February 9, 2011
- 17. successful campaigns are rewarding. provoking the audience get think, to laugh, to cry, to to angry, to get off their ass and do something. Wednesday, February 9, 2011
- 18. Wednesday, February 9, 2011
- 19. Wednesday, February 9, 2011
- 20. Nike, Write the Future great content + personalization Wednesday, February 9, 2011
- 21. Nike, Write the Future great content + personalization 7.8 millions views in first week 21 million views since May launched in 14 countries simultaneously on YouTube Wednesday, February 9, 2011
- 22. Nike, Write the Future great content + personalization 7.8 millions views in first week 21 million views since May launched in 14 countries simultaneously on YouTube by tapping into the passion of the world cup and allowing the audience to participate, Nike trumped traditional sponsorship Wednesday, February 9, 2011
- 23. successful campaigns use YouTube celebrities Wednesday, February 9, 2011
- 24. successful campaigns use YouTube celebrities relevant, real endorsement Wednesday, February 9, 2011
- 25. Wednesday, February 9, 2011
- 26. YouTube celebrity Mystery Guitar Man Garnier Fructis Survival Style 1,301,185 views for first video on home page 5.3 million views across 3 custom videos “Best Mystery Guitar Man vid ever!_would watch_ advertisements/commercials if you were in more of them! hope garnier paid you something for using their gel. After all it will be a million people buying their gel to_ get a hair like that.” Wednesday, February 9, 2011
- 27. successful campaigns exploit Google technology Wednesday, February 9, 2011
- 28. Wednesday, February 9, 2011
- 29. 637,884 live streams average view time: 8 minutes global live streaming of the red carpet premiere in 18 countries, 8 languages on Youtube, MySpace and Facebook Wednesday, February 9, 2011
- 30. successful campaigns extend the experience Wednesday, February 9, 2011
- 31. successful campaigns extend the experience using video live streaming to let everyone listen, learn, laugh, play and join in Wednesday, February 9, 2011
- 32. Arcade Fire’s Wilderness Downtown Wednesday, February 9, 2011
- 33. Arcade Fire’s Wilderness Downtown revolutionized music videos with open web technologies: HTML 5 video, audio and canvas Wednesday, February 9, 2011
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- 36. Wednesday, February 9, 2011
- 37. ePrint Live ePrint Live! is an Improv Variety Show on YouTube in which consumers send suggestions for skits by emailing an HP printer on set. The Upright Citizens Brigade, moderated by Rob Riggle bring the ideas to life through original comedy.!The program effectively engages the audience in real time while demonstrating the benefits of HP’s new ePrint functionality. The program also utilizes two YouTube stars to build buzz for the program with their existing fan bases. Run Date: January 18-31 Live event: January 21 Video views: 3 million+ ePrint Live submissions: 4700 Wednesday, February 9, 2011