BRAND Turgut Bakshaliyev

BRANDS a better way to build

EMOTİONAL RESPONSE stories with

MASS Media

Communication Audience

Customers

1 Media, 1 Message, 1 Stimulus

UNLİMİTED CHOİCE content, time, place, screen

WİNNİNG HEARTS has not changed

TELL ACTİVATE Great Stories Audiences

FİND Right People

TELL ACTİVATE Great Stories Audiences

FİND Right People

To find the right people

DATA

ADVERTİSER DATA Advertiser site visit, mobile app data

THİRD PARTY DATA E-commerce data, other parties

GOOGLE DATA Website visits, watched videos

FASHİON WEBSİTES Video portals

FASHİON INTERESTS Social networks

FASHİON WEBSİTES In internet

FASHİON APPS In mobile devices

To find the right people

CONTENT

To find the right people

INTERESTS

SAMSUNG Bağlanmaya Davet

reach people when they want to engage Leverage powerful targeting options to connect with your core audience

DEMO AFFINITY GEO I need to reach females 18-34

I want to reach females interested

in cooking

I want to reach shoppers in Istanbul

Google Confidential and Proprietary

TELL ACTİVATE Great Stories Audiences

Find Right People

TELL ACTİVATE Great Stories Audiences

Find Right People

Ajaz Ahmed, AKQA kurucusu, Nike’ın dijital ajansı

“BAŞARMAK GEREKEN, YENİ TEKNOLOJİYİ İNOVATİF BİÇİMDE KULLANARAK HİKAYENİ

DAHA İYİ ANLATABİLMEK.”

Lea & Perrins Collaborating with YouTube

Content Partners

Tell a great story

PARTNERS

Make more than a customer:

REPRESENTATİVES

DOVE 3:01 min, 163M views

TIME without 30 sec constraint

TELL ACTİVATE Great Stories Audiences

Find Right People

Whats the story of my Brand? How can I tell this in a better

way that can catch awareness?

TELL ACTİVATE Great Stories Audiences

Find Right People

Prepared

LİNKS

BMW İçeriği ve bağlantıyı yapılandırmak

Speed is a factor in relations:

PROMOTİON

Ben, ziyaret ettim

Ben, tıkladım

Ben, izledim

Ben, üye oldum

Ben, takip ettim

Ben, aradım

Ben, satın aldım

Bally Swiss Reklam ile satın alma arasındaki çizgiler belirsizleşiyor

Customer’s purchase decision

QUİCK & IN TIME

TELL ACTİVATE Great Stories Audiences

Find Right People

DANIŞ HƏRƏKƏTƏ KEÇİR ƏӘla bir hekayəә Kütləәləәri

TAP Düzgün müştəәriləәri

Hedeflerime ulaşmak için kimlere erişmem gerekiyor?

Onları nasıl bulurum?

Benim markamın hikayesi ne? Hikayemi en ilgi uyandırıcı biçimde nasıl anlatabilirim?

Etkilediğim kitleyi, satın almaya yönlendirmek için teknolojiden

nasıl yararlanırım?

The world of media is changing

Google Confidential and Proprietary

[ ] or how not to suck at YouTube

Why You Need A YouTube Content Framework

Google Confidential and Proprietary

Content Can Influence Purchase Decisions Brands that engage consumers on their passions and interests influence purchases more strongly than others.

Google Confidential and Proprietary * YouTube Insights | Q2 2014

66% Of beauty product buyers say YouTube influenced their purchases by helping them visualize how products fit into their lives

Source: Google/Ipsos, Brand Building on Mobile Survey (U.S.), February 2015

Even on Mobile

said they used video to help them make product decisions in stores or on company websites, and listed YouTube as their #1 destination for finding information about a brand or product

Google Confidential and Proprietary

50% of smartphone video viewers

the problem is...

Google Confidential and Proprietary

most brands suck at YouTube

Google Confidential and Proprietary

Google Confidential and Proprietary

80% of branded content receives

less than 10,000 views

Average Total Views per Video on YouTube for the Top 100 Global Brands

Think about YouTube from a user perspective, instead

of a brand perspective

Focus on the user

Google Confidential and Proprietary

You’ll notice three distinct user

behaviors on YouTube

SEARCH

seek relevant content

BROWSE

discover inspiring new

content

TUNE-IN

re-visit favorite creators or

channle

Google Confidential and Proprietary

Revealing a natural

framework

HELP HERO

HUB

Google Confidential and Proprietary

which turns out to be pretty simple

HELP HERO

HUB

Google Confidential and Proprietary

Be the best answer to the

question

Create Great Ads

Make content for the

interests of my audience

HELP CONTENT

Help Content: What Is It?

What your target market are

searching for

Topics where your brand has credibility

& expertise

Google Confidential and Proprietary

So job done right?

Google Confidential and Proprietary

Making content doesn’t mean that people will

actually see it

Google Confidential and Proprietary

YouTube is actually a great place to hide video

Google Confidential and Proprietary

you’re competing against everything else interesting on

the Internet

Source: YouTube Statistics

300h of video uploaded to

YouTube every minute

Google Confidential and Proprietary

Distribution & community strategies are absolutely

critical for success.

Google Confidential and Proprietary

80% brands’ videos receive less than 10k views

Google Confidential and Proprietary

Key Considerations For Distribution Plans

Orchestrate your advertising

GO BIG Timing

These are big media pushes Consider pre and post phasing as just as critical as

the moment itself

Invite the community to participate to grow the

moment’s impact

This is a time to draw a new audience in to your brand

Google Confidential and Proprietary

Full View

Partial View

Shared View

Earned View

Subscriber View

View with a Click-through

Full Value of TrueView

all these actions build value

Use 360 degree touch points

BRAND Turgut Bakshaliyev

BRANDS a better way to build