going beyond the

30-second spot

the video revolution in context

Reuben HalperTangozebra

what do you do?who are you?

4,000,000,000that’s 4 billion...more than of the combined population of China, India, Russia, the United States & the European Union.

views per day

this is the past...

7

...and this is the present.so what does this all mean?...and this is the present.

7

Computer

Television

Game

System

Phone

Tablet

...and this is the present.so what does this all mean?so what does this all mean?

so why did I come to google | youtube?in a few years there will be no such thing as ‘online video’...

...there will just be video

soon

<

online video is exploding into the primetime space

5am – 8:59am 9am – 11:59am 12pm – 2:59pm 3pm – 5:59pm 6pm – 8:59pm 9pm – 12:59pm 1am – 4:59am 5am – 8:59am 9am – 11:59am 12pm – 2:59pm 3pm – 5:59pm 6pm – 8:59pm 9pm – 12:59pm 1am – 4:59am

20092011

so why did I come to google | youtube?the challenge?

turning passive viewers into engaged users

...and ultimately into doing SOMETHING.

so why did I come to google | youtube?

why do people come to YouTube? education

entertainment

expression

let’s back up a bit...

so why did I come to google | youtube?so let’s look at a couple of strategies for

exploiting YouTube in conjunction with television

13 million views by kick-off on Superbowl Sunday

Video posted to Youtube5 days before Superbowl

After 24 hours:1 million views

First few hours:40,000 views

so why did I come to google | youtube?

VW - The Force

Different creative per platform: Youtube (60 sec) vs. TV (30 sec)

20% of the views from mobile

Groundbreaking format: took the normal Superbowl format

and turned it on it’s head.

Generated $500k+ of free media through Youtube views

so why did I come to google | youtube?

pre-launch your campaign in the digital space

so why did I come to google | youtube?

extend & amplify your existing TV campaign

1,500+ ‘Let YiaYia say it’ videos generated by users

More than 30% of the views came after TV flight ended

Shows how providing users personalization tools can give

the campaign life beyond TV

Yiatube

More than 2.5 million views

24,000 video comments

12+ million views in a month

Shows the impact of thinking digitally from the beginning

Poneis Malditos

800,000+ shares via Youtube, Facebook, Twitter, Blogs, etc.

so why did I come to google | youtube?leverage user generated content or social activity as the content for your TV campaign

30% increase in Twitter activity

36% increase in video submissions (5,800 entrants)

Shows the incredible quality& potential of UGC.

Doritos

22 million views of finalist videos

Brilliant way of tieing together Twitter,

Facebook & Youtube

6+ million views in 6 months

Successful executions don’t need to be complex

Crunch Is Calling

Next generation of real-time response campaigns

shoot me

willing to watch

willing to share

‘viral’

*courtesy of sharethrough

the ad spectrum of pain*

tv

shoot me

willing to watch

willing to share

‘viral’

*courtesy of sharethrough

the ad spectrum of pain*

tv

shoot me

willing to watch

willing to share

‘viral’

*courtesy of sharethrough

the ad spectrum of pain*

digitaltv

Thank you