Youtube VN - Q4 2013

Google Confidential and Proprietary

YouTube Vietnam

Q4 2014

Why does a local launch matter?


#1 Video platform in the world by views

it would be the 3rd largest in the world.Source: comScore Video Metrix, November 2012

If YouTube were a country,

#2 Search Engine behind Google

Google Confidential and Proprietary *

What’s new for consumers and advertisers?

Engagement (Like, Watch more brand TVCs, visit brand website, Comment, Share, Subscribe)

Incremental reach, esp. within light TV users and large untapped potential in a high growth

online ad market

Impactful & interactive format with 100% SOV of users visiting YouTube homepage daily

Reaching consumers wherever, whenever (Mobile platform)

Provide a strong brand building platform and user engagement channel with advanced

technology to businesses

Content Creator Partnership

New Ad Formats & Huge Display Inventory

Premium Brand Channel

Advertisers

YouTube.vn domain

Việt Nam Content

Consumers


YouTube VietnamKey Metrics | User Profile


TNS/Google (2014): Connected Consumer Study – Results Vietnam


TNS/Google (2014): Connected Consumer Study – Results VietnamTNS/Google (2014): Connected

Consumer Study – Results Vietnam

#1VIDEOsite in Vietnam

#3 WATCH

HOURS In APAC

11.6 MILLIONunique desktop users every

month

#2 LARGESTsearch engine in the world

and Vietnam


YouTube.VN Key Metrics

Reach

54.6% of online population

Total Page Views Per Month

903 (MM)

Total Unique Visitors Per Month

9,917,000 visitors

Avg. Daily Visitors

1,883,000 visitors

Avg. Visits Per Visitors Per Month

10.1 times

Avg. Duration Per Visit

18.1 minutes

USER NUMBERS

* All figures are desktop only by Aug’14





WATCH HOURS

• #1 growth in APAC

• #3 highest in watch hours in APAC (>8M hours/day),

behind Thailand and Japan

ENGAGEMENT

• #1 in min / user view in SEA (4.11 min/view)

• #2 in YouTube views in SEA

Source: ComScore VN, Aug 2014


YouTube User Profile in Vietnam





Demographics

55% Male

45% Female

74% are aged between

16 and 34 years old

52% have kids

23% have a high education

€34%

have a high income

Devices

1.9 Internet enabled

devices

68% Use a

smartphone

80% Use a PC

10% Use a tablet

1% Use a

handheld game device

98% Use a

regular TV

Usage

94% Listen to music

online

31% Purchase

online

91% Use social network

66% Do online

gaming


Base (weighted): YouTube users (at least once a month)Other activities and products: usage at least once a month


Product OverviewAdvertising on YouTube


YouTube Homepage


Reach your audience on the world’s #1 entertainment destination

Incredible Reach2.3M viewers in a single day (Comscore numbers)

High-ImpactA prominently placed, highly engaging format on the front door of YouTube.

Exclusivity100% share of voice for your brand only, for a full 24 hours.


Layout MastheadLayouts designed after past mastheads with strong performance enable quick turnarounds and optimized executions.

Video Masthead780x195 video ad unit, includes 15 second autoplay video followed by click to continue option. Upon click through, it will direct users to the watchpage.

Overview● 24 hour high impact ● Highly visible format that drives

views and click-throughs at scale. Limitless options for creativity and customization.

● Remarketing available

Creative Assets● Opportunities for rich media,

social integration, live streams and more

● Standard size: 970x250● Expandable size: 970x500

Placement● YouTube Homepage ● Mobile YT Homepage● YouTube App

Pricing Model● Reservation (CPD - Cost per Day)


YouTube Video Ads


YouTube Video Ads Overview

Ad Format

Trueview In-Stream In-stream (aka Pre-roll ads) In-Stream Select

Objectives Cost efficient Reach Guaranteed-based Reach Skippable long-form guaranteed-based reach

Pricing Model Auction (CPV - Cost per view) Reservation (CPM) Reservation (CPM)

OverviewPre roll ads on YouTube Partner videos. Viewers can choose to skip the ad after 5-secs. You only pay for ads they watch

Non-skippable pre-roll ad.Extend your TV creative online to a lean forward audience.

Pre-roll ad on YouTube Partner videos. After 5-sec viewers can choose to skip it. Advertiser is charged when the ad loads, even if it’s skipped.

View Count Yes Increases video view count after 30-sec No No

Placement * Desktop and Mobile App* YouTube Watch Page* Runs on YouTube Partner only

* Desktop and Mobile App * YouTube Watch Page* Runs on Partner videos only

* Desktop and Mobile App * YouTube Watch Page* Runs on Partner videos only

Creative Assets* Video, no max length, but less than 1-min recommended. Optional: companion banner (300x60)

* Video* Non skip: 20 sec (short) or 30 sec (long) Optional: companion banner (300x60)

* Video* Skippable: max length is 60-secOptional: companion banner (300x60)

Feature Pay only for views, not impressions Good for brand awareness and reachLong-form skippable ads give advertisers insights into how viewers react to their creative.


Overview• Pre Roll ads on YouTube partner videos. Viewers can

choose to skip the ad after 5 sec. You only pay for ads they watch.

• Highly visible ad format• Increases video view count after 30 sec• Remarketing available

Creative assets• Video, no max length, but less than

1min recommended• Optional companion banner (300x60)

Placement• Desktop and mobile app • YouTube Watch Page • Runs on partner videos only

Pricing Model• Auction (CPV - Cost per View)• You only pay for views, not impressions

TrueView In-Stream


Overview• Extend your TV creative online to a lean forward

audience• Highly visible ad format

Creative Assets• Video• Non skip: 20 sec (short) or 30 sec (long) • Optional companion banner (300x60)

Placement• YouTube Watch Page• Partner videos only• Desktop, mobile app and web

Pricing Model • Reservation (CPM)

In-Stream (aka Pre-Roll ads)


Overview● Pre-Roll ad on YouTube partner videos. After 5

sec viewers can choose to skip it. ● Advertiser is charged when the ad loads, even

if it’s skipped. You are not charged for clicks through to your website

● Increases video view count

Creative assets● Video, max length 60 sec ● Optional companion banner (300x60)

Placement•YouTube Watch Page•Partner videos only

Price •Reservation (CPM)

In-Stream Select


YouTube Display Ads


TrueView In-Display (Watch Page)Overview• Viewers see your ad next to another

video they are watching and can choose to click on it

• Advertisers are only charged when people choose to watch your ad

• Increases video count

Creative assets• Video, no max length

Placement• YouTube Watch Page

Pricing Model• Auction (CPV - Cost per View)• You are charged as soon as user clicks the ad and is

lead to the watch page.


Overview• People see your ad as they are searching for

relevant videos and can choose to click on it and watch it. You only pay for ads they watch.

• Increases video view count, improves organic placement of videos

• Remarketing available

Creative assets• Video, no max length

Placement• YouTube Search Page

Pricing Model• Auction (CPV - Cost per View)• You are charged as soon as user clicks the ad and

is lead to the watch page.

TrueView In-Display (Search Page)


Overview● Extend the reach of your existing Display

campaign to YouTube’s captive audience● The MPU can link directly to your YouTube

Brand Channel or your website● No video assets required

Creative Assets•Banner Image (300x250) or •Flash/Rich Media (300x250)

Placement•Watch Page•Search Page

Pricing Model •Auction (CPC or CPM)

Standard Display

Display Banner Ad


Overview• Don’t have video assets but want to

engage video viewers on YouTube? In-Video is the perfect ad format for you

• Ads are shown to users as they watch videos within the relevant categories

• Overlay can click through to an external website, brand channel or a YouTube video

Creative Assets• Text or Display overlay• Optional companion banner (300x250)

Placement• YouTube Watch Page

Pricing Model • Auction (CPC or CPM)

In-Video (Watch Page)


YouTube Brand Channel

Google Confidential and Proprietary Google Confidential and Proprietary

Maximizing your YouTube presence to better engage with your Audience

A gadget lives on a YouTube channel and provides advertisers with a space to showcase 3rd party, custom experiences

Google Confidential and Proprietary Google Confidential and Proprietary

Top use cases of current gadgets

Gadgets are primarily used to support the following objectives:

● Live Events● Contests & User Generated Content● Commerce● Social Engagement● Content Organization● Branded Playback

Youtube VN - Q4 2013

Marketing

Transcript of Youtube VN - Q4 2013