1Google Confidential and Proprietary

Emerging Media Trends

April 17, 2008Suzie ReiderDirector, YouTube

2Google Confidential and ProprietaryGoogle Confidential and Proprietary 2

No Medium Is an Island

3Google Confidential and Proprietary

Five Trends Shaping Digital Marketing

1 Search is a core behavior

2 Be “always on”… your consumer is online 24/7

3 Offline events drive online behavior

4 Give consumers the chance to choose you

5 Ideas come from everywhere; tap into the crowd’s wisdom

4Google Confidential and Proprietary

Three Principles For All Marketing

1 The best marketing is relevant and engaging for your consumer

2 Campaigns must be integrated across media

3 All advertising should be measurable and accountable

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The Google Ecosystem

Google Content Network (AdSense)

TV ads

Audio ads

Print ads

Google.com (Search ads)

Mobile ads

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Metrics Matter

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Measure Performance in Every Medium

Impressions, Click-through rates, Cost-per-click

Second by second audience measurement

Measurable calls to action, including SMS, search, QR code, and toll-free numbers

Measurable calls to action and next day placement reporting

Views, ratings, comments, favorites

Impressions, Click-thru rates, Gadget interaction time

Search Ads Display & Gadget Ads

TV Ads Print Ads Radio Ads

8Google Confidential and Proprietary

Thank You!Q&A

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