Google Confidential and Proprietary

The Naked truth about Branding Alex Belykh Brand solutions and Innovations lead

Google Confidential and Proprietary

THE naked truth about …. DATA

Google Confidential and Proprietary *internal tools

BIG DATA

Everybody talks about it

Nobody really knows how to do it

Google Confidential and Proprietary Source: google.com/think Source: consumerbarometer.com Source: google.com/trends Source: youtube.com/analytics

*internal tools

INSIGHT

Think Insights

Consumer Barometer

Google Trends

YouTube Analytics

Top Search Terms*

Trends for Marketers*

Questions asked on Google*

Interest DNA*

YouTube Brand Doctor*

YouTube Brand insights*

Google Confidential and Proprietary

Think Insights

Source: google.com/think

Consumer Barometer

Source: consumerbarometer.com

Google Trends

Source: google.com/trends

YouTube Analytics

Source: youtube.com/analytics

Top Search Terms*

Trends for Marketers*

Questions asked on Google*

Interest DNA*

YouTube Brand Doctor*

FROM TO

*internal tools

INSIGHT

YouTube Brand insights*

Google Confidential and Proprietary

Unilever “All Things Hair”

Ambition - own hair care on YouTube. Collaborations with creators Insights and trends based Content strategy 64m views globally Average watch time 1.51” * 300k subscribers globally Purchase intent 3X

*uk channel

Google Confidential and Proprietary

L’oreal Maybelline

Drive consideration through engagement Insights based Edutainment content Quick response to the trends Youtube tailored creatives that work for consumer 4X views - 21m 3X subscribers - 22k

Google Confidential and Proprietary

L’oreal Ombre

Google Confidential and Proprietary

THE naked truth of …. ANALYTICS

Google Confidential and Proprietary

Measurement

What is the impact on my brand? Was my ad actually viewed?

How many people I reached?

Google Confidential and Proprietary

54% of display ads

today can’t even be seen

What do

you pay for?

Source: Display comScore, February 2014. Based on US campaign database from VCE Benchmarks-Video e-marketer Februry 2015 based on Q4 2014 research by Integral Ad Science; comscore.com/Insights/Blog/vCE-Audience-Viewability-Benchmarks-Reinforce-Message-Normal-is-a-Relative-Term

Viewability standard

We believe in transparency

Google Confidential and Proprietary

We Believe in brand measurement

Ad recall

What frequency maximizes ad recall in my brand message?

Which demo is driving the highest lift in brand awareness?

Brand awareness

Brand Interest Is my campaign inspiring consumers to search for my brand?

Brand consideration

Which demo is driving the highest lift in brand consideration?

Test Learn Scale

Google Confidential and Proprietary

How brand measurement can be used

vs.

Objective was to test creative & define targetings that work Results: Youtube showed uplift in ad recall and brand awareness Learnings: Domino creative showed better results Demo targetings worked, negative remarketing is recommended

Google Confidential and Proprietary

AdMob

Display Network

In 2015 we believe in People (not cookies!)

INTERNAL: Google Confidential and Proprietary

Introducing

INTERNAL: Google Confidential and Proprietary

UNIQUE REACH

Google Confidential and Proprietary

For the first time, Brands will be able to…

Understand unique reach & frequency across your Google campaign Did we meet our customers’ reach goals?

1. Uncover valuable consumer insights Did we reach older males on desktop or tablets?

2. Create efficiencies in their next brand campaigns Benchmarks will help customers understand the optimal mix

3.

Google Confidential and Proprietary

Thank you