The Top 100 Global Brands On YouTube

2. Agenda • Motivation for the study • The top 100 global brands • Report highlights • Best practices identified by the study • Conclusions • Question 2

3. Questions?  Twitter: @pixability #pixtv30  webinar@pixability.com 3

4. Pixability We solve YouTube for marketers and agencies Advertising Solutions Drive targeted traffic quickly Content Marketing Solutions Build a long-term audience On

5. Motivation for the Study • Address some YouTube resistance among marketers • Use the top 100 global brands as a pivot point and analyze YouTube quantitatively • Distill actionable best practices from usage and data • Extrapolate upcoming trends, production, and marketing patterns 5

6. Scope of the study The study used Pixability’s proprietary Video Radar technology to analyze the video marketing strategies of the top 100 global brands (according to Interbrand). 3M Dell JackDaniels Pepsi Accenture Disney John Deere Philips adidas eBay Johnnie Walker Pizza Hut Adobe Facebook Johnson & Johnson Porsche Allianz Ferrari Kellogg's Prada Amazon Ford KFC Ralph Lauren American Express Gap Kia Samsung Apple GE Kleenex Santander Audi Gillette LOreal SAP Avon Goldman Sachs Louis Vuitton Shell AXA Google MasterCard Siemens BlackBerry Gucci McDonald's Smirnoff BMW H&M Mercedes-Benz Sony Budweiser Harley Davidson Microsoft Sprite Burberry Heineken MoetChandon Starbucks Canon Heinz MTV Thomson Reuters Cartier Hermes Nescafe Tiffany Caterpillar Honda Nestle Toyota Cisco HP Nike UPS Citi HSBC Nintendo Visa Coca-Cola Hyundai Nissan Volkswagen Colgate IBM Nokia Xerox Corona IKEA Oracle Yahoo Credit Suisse Intel Pampers Zara Danone J.P. Morgan Panasonic Morgan Stanley (no channel)

7. Technology Background: Pixability Video Radar  Analyzes videos and channels that deal with a particular topic  Operating at large scale: Millions of channels and videos  Provides metrics on • Audience size • Most popular content types and sub topics • Social media reactions • Viewer sentiment • Aggregated data and details about each video “What is going on in my industry on YouTube?”

8. Study Summary

9. Total market size • The Top 100 brands in the world have a total of 1,378 YouTube channels with 258,000 videos that attracted 9.5 Billion views. • The only Top 100 brand that doesn’t have a YouTube channel is Morgan Stanley. • 56 brands have 10 or more channels.

10. Business video on YouTube is skyrocketing The Top 100 brands have invested approx. $4.3B in creation of video assets (Source: Pixability Video Radar) NumberofVideos Monthly Videos Published on YouTube by Global Top 100 Brands 2007 2008 2009 2010 20112006 2012 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 2013

11. Most businesses fail to optimize video Views per Video Top 100 Brands on YouTube Less than 1K 1K to 10K 10K to 100K 100K to 1Million Over 1 Million 50.4% 30.3% 14.7% 3.9% 0.6% Over 50% of videos published by the top 100 global brands got fewer than 1,000 views, meaning they failed to reach their audience. Source: Pixability Online Video Grader Sample of 150,000 business videos on 1272 YouTube channels belonging to Top 100 Global Brands

12. 10,000 100,000 1,000,000 10,000,000 100,000,000 1,000,000,000 10 100 1000 10000 TotalVideoViews Total Videos Alcohol Apparel Automotive B2B Tech B2C Tech Diversified FMCG Financial Services Food/Beverages Luxury Media Other Top 100 Brands Overview Google Disney Apple Bubble size: Number of YouTube Channels Thomson Reuters Nike Axa Sony Samsung Cartier VW Kleenex Adidas

13. 10,000 100,000 1,000,000 10,000,000 100,000,000 1,000,000,000 10 100 1000 10000 TotalVideoViews Total Videos Alcohol Apparel Automotive B2B Tech B2C Tech Diversified FMCG Financial Services Food/Beverages Luxury Media Other Top 100 Brands on YouTube: Main Industry Clusters Bubble size: Number of YouTube Channels FMCG Luxury B2C Tech Cars Remarkably similar strategies and activity levels in several industries Financial Services B2B Tech

14. The best YouTube marketers Brand Channels Highest YouTube score out of all channels owned by brand Nintendo 11 91 Disney 41 89 IBM 41 88 Toyota 19 88 Nike 41 86 Intel 14 84 Santander 11 84 Citi 4 83 MTV 10 83 Nokia 30 83 Hyundai 21 81 Mercedes-Benz 16 81 Panasonic 25 81 Audi 17 80 BMW 20 80 Peak excellence: Best score per brand Consistency: Average score per brand Brand Channels Average YouTube score over all channels owned by brand Disney 41 76 Harley Davidson 2 72 Nintendo 11 71 Gucci 2 69 Sony 34 68 Nokia 30 68 eBay 5 68 Ford 19 68 Samsung 34 68 Nissan 12 67 Zara 2 67 Microsoft 16 66 Google 40 66 Yahoo 6 66 Amazon 3 65 Excluding brands with only one YT channel When ranked by the aggregate score from Pixability’s Online Video Grader, a clear group of winners emerges. Nintendo, Disney, and Nokia show both peak excellence and consistency.

15. The Most Active YouTube Marketers Brand Videos MTV 23756 Thomson Reuters 23315 Disney 15367 Google 12467 Samsung 12013 Sony 9938 Intel 8034 Siemens 7293 Nokia 6637 Cisco 6612 adidas 6269 Philips 5864 Nike 5782 SAP 5533 Brand Channels 3M 43 Disney 41 Nike 41 IBM 41 Google 40 Samsung 34 Sony 34 Philips 34 Oracle 34 IKEA 33 adidas 32 Nokia 30 Cisco 30 Nestle 30 SAP 29 By Videos Produced By Number of Channels

16. The Most Popular YouTube Marketers • Disney, Google and Sony are the only brands that achieved more than a billion views. • Only 15 brands got more than 100 million total views. Brand Total Views Disney 2,502,016,234 Google 1,482,632,321 Sony 1,013,074,958 Samsung 522,386,484 Nokia 429,723,722 Nike 345,273,230 MTV 205,982,283 Coca-Cola 197,753,679 adidas 185,520,895 Nintendo 174,495,568 Pepsi 166,257,167 L'Oreal 134,712,920 BMW 129,404,479 Volkswagen 127,846,290 Kia 123,910,088

17. The Bottom 10 • The least successful YouTube marketers are mostly financial services and food/alcohol companies. Brand Views Johnnie Walker 1,619,118 Tiffany 1,612,613 Hermes 1,396,896 Accenture 1,160,046 Jack Daniel's 970,139 Goldman Sachs 667,754 Kleenex 655,482 AXA 403,704 Moet & Chandon 207,051 J.P. Morgan 22,751

18. Total Videos By Industry Media and technology brands are by far the most active producers of videos. - 10,000 20,000 30,000 40,000 50,000 60,000 Total Videos By Industry

19. Typical Video Shelf-Life  YouTube videos typically get the most views in the first three weeks after publication (about 40% of overall lifetime views).  However, many videos experience renewed viewer interest in weeks 6-12, mostly driven by sustained campaign activities and social sharing.  After week 12 most videos just slowly collect organic views. However, these long-tail views still drive over 30% of all lifetime views. 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 Weeklypercentageoftotalviews Week after publication

20. Best Practices

21. Questions?  Twitter: @pixability #pixtv30  webinar@pixability.com 21

22. Best Practices identified by the study 1. Make Lots of Videos 2. Practice Good Video SEO 3. Use Different Grades of Videos 4. Link Video to Marketing Initiatives 5. Ensure Video Has Branding 6. Invest in Content over Channels 7. Engage Community via Social Media

23. 1. Make Lots of Videos

24. More Videos = Bigger Audience 10,000 100,000 1,000,000 10,000,000 100,000,000 1,000,000,000 10 100 1000 10000 TotalVideoViews Total Videos Alcohol Apparel Automotive B2B Tech B2C Tech Diversified FMCG Financial Services Food/Beverages Luxury Media Other Bubble size: Number of YouTube Channels Clear correlation between number of videos and total views.

25. Videos per Channel  The most successful channels have 50% more videos per channel compared to the less successful ones. 153 101 0 20 40 60 80 100 120 140 160 180 Top Quartile Bottom Quartile Number of videos per channel

26. Publishing frequency and overall success  The top brands publish high volumes of content consistently and regularly.  Weaker brands publish far less content and often have isolated peaks of video production with long periods of inactivity in between.

27. 2. Practice Good Video SEO

28. YouTube is the 2nd largest search engine  Search (both direct and indirectly via tag matching) is a major driver of video traffic.  YouTube SEO follows very different rules than traditional SEO  Impact on traditional SEO: Google prioritizes pages with YouTube videos very highly in conventional search

29. Identified Influence Factors on YouTube SEO 1. Watch time that the video accumulated 2. Video title 3. Video tags 4. Number of times the video has been embedded and on other sites 5. Number of links from external sites to the video 6. Description text 7. Video age: Older is better, unless it’s a trending topic 8. Transcript texts 9. Number of total views of the video’s YouTube channel Search ranking factors in order of importance: Source: Pixability statistical analysis of YouTube search results; YouTube

30. Top 100 Brands vs. The Rest: Metadata Top 100 brands on average do a better job managing their video assets than other companies. 0 1 2 3 4 5 6 7 8 9 10 Top Quartile Bottom Quartile Average No. of Tags 0 1 2 3 4 5 6 7 8 9 Top Quartile Bottom Quartile Average No. of Playlists

31. 3. Use Different Grades of Videos

32. The Best YouTube Marketers Produce a Broader Range of Videos Length (seconds) Best Channels, Top 100 Brands (Top Quartile) Worst Channels, Top 100 Brands (Bottom Quartile) 24s 45s 16:13 16:27 Average shortest video Average longest video

33. It doesn’t always have to be prime time quality The strongest video marketers frequently produce relatively simple videos with low production values. In many cases, these videos reach a substantial audience regardless of technical and creative quality.

34. 4. Link Video to Marketing Initiatives

35. The end of the big Super Bowl ad premiere  Following Volkswagen’s huge success with its “Darth Vader” commercial in 2011, most major brands in 2012 premiered their Super Bowl ads before the game on YouTube.  This illustrates how important YouTube has become to capture consumers’ attention.  As a result, the most successful brands carefully coordinate their offline marketing with their YouTube strategies.

36. Campaign-Driven Videos  A strong tie-in of general marketing campaigns with YouTube is essential.  However, the best video marketers avoid setting up channels that only serve the purposes of a limited campaign. “Orphan” channels with stale content quickly turn into a problem otherwise.

37. Event Videos Even For Limited Audiences  Successful video marketers don’t hesitate to produce video series for even very limited, but highly engaged audiences, such as event participants.

38. 5. Ensure Video has Branding

39. Clearly Branded Videos The best brands consistently brand their videos in both the video content itself as well as in metadata. This is essential because YouTube videos often are used out side of the context of a branded YouTube channel.

40. Multiple Places for Branding Title Channel logo Video content Metadata (Tags, Descriptions)

41. 6. Invest in Content over Channels

42. Channels Per Brand By Industry B2B Technology and Media companies have the most channels per brand. Luxury brands concentrate their activity on only a few channels. - 5 10 15 20 25 30 Average Channels By Industry

43. Are more channels better? Brand YouTube Channels View Rank 3M 43 54 Disney 41 1 Nike 41 4 IBM 41 49 Google 40 2 Sony 34 3 Samsung 34 6 Philips 34 39 Oracle 34 63 IKEA 33 33 adidas 32 7 Nokia 30 5 Cisco 30 42 Nestle 30 47 SAP 29 76 Siemens 26 59 Panasonic 25 34 Accenture 25 93 Pepsi 23 15 Colgate 23 44 • While the most active video marketers typically maintain multiple channels, more is not necessarily better. • Best practice: Have channels that clearly focus on a particular target audience. • Avoid temporary campaign-based channels.

44. Inactive Channels • 37% of all channels have not been updated with fresh content for over 120 days. 17 brands have over 50% inactive channels. • The main reasons seem to be channel consolidation or simple lack of video marketing activity. Brands with the highest percentage of inactive channels Active channels 63% Channels not updated for over 120 days 37% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Kleenex Yahoo Johnnie UBS Cisco Gap Kellogg's LouisVuitton Xerox Nivea Heineken Sprite American Pepsi Gillette Caterpillar Nescafe Active channels Inactive channels

45. Background: Customized Brand Channels  In addition to its standard layout, YouTube offers customized “gadgets” to large advertisers: channel tabs that can contain interactive elements.

46. Top 100 Brands: Customized Channels  Only 8% of channels use custom gadgets, but twice as many in the top group. All Channels Best 200 Channels by Views Brand channel with custom gadget 14% Standard channel 86% Brand channel with custom gadget 8% Standard channel 92%

47. 7. Engage Community via Social Media

48. Top 100 Brands vs. The Rest: Social Media Social media is clearly a very strong driver of video marketing success. 229,365 693 - 50,000 100,000 150,000 200,000 250,000 Top Quartile Bottom Quartile Avg. Facebook Shares/Likes 11,349 127 - 2,000 4,000 6,000 8,000 10,000 12,000 Top Quartile Bottom Quartile Avg. Tweets

49. The Best Social Video Marketers • 4 brands reached a perfect 100 social score, but scores are dropping off quickly after this top group. Brand Top Social Score adidas 100 Apple 100 Samsung 100 Sony 100 Starbucks 85 Ford 76 Nestle 75 Pepsi 75 Toyota 75 Coca-Cola 69 Intel 69 Cartier 55 Yahoo 54 Avon 52 Nokia 52

50. Viewer Sentiment By Industry • Luxury, Apparel, Alcohol and Automotive brands reached the most positive user ratings (as measured by Likes/Dislikes on YouTube videos). • Fast moving consumer goods, energy and financial services are the least popular industries. Industry Average of Positive Votes Home (1 brand) 96% Luxury 96% Apparel 96% Alcohol 94% Automotive 93% B2B Technology 92% Transportation (1 brand) 90% Diversified 90% B2C Technology 87% Food and Beverages 86% Media 85% Energy (1 brand) 84% Fast-moving consumer goods 83% Financial Services 73%

51. Conclusions 1. YouTube is big deal – embrace it 2. Video marketing is as important as production 3. Make Lots of Videos 4. Practice Good Video SEO 5. Use Different Grades of Videos 6. Link Video to Marketing Initiatives 7. Ensure Video Has Branding 8. Invest in Content over Channels 9. Engage Community via Social Media

52. Questions? Twitter: @pixability #pixtv30 webinar@pixability.com 52

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