Prepared: February 6, 2012

The Purpose of this POV:

The purpose of this POV is to 1) examine the upcoming four key changes on YouTube and 2) make recommendations on how brands can take advantage of these changes on YouTube to shape their online video presence and video content.

Summary:

With upcoming changes to its standard interface, social media integration, analytics offerings and content programming, YouTube is aiming to position itself as the world’s best social viewing experience, with a focus on premium content that’s oriented around YouTube channels. YouTube continues to be the number one source for video content across the Internet, with about 40 hours of content being uploaded to YouTube every minute.

The majority of these changes are occurring in an overhaul called YouTube Channels 3.5 - “a new Channel experience that better enables advertisers to build their brand on YouTube”. All of the changes in YouTube Channels 3.5 are intended to provide a new way to keep one’s audience engaged, new flexible layouts for featured content, a fully customizable gadget space and an easier way to find & view videos – all within a more streamlined & consistent design. YouTube’s creation of original content programming is outside of the overhaul but still benefits brands greatly.

How Does YouTube Channels 3.5 Look?

POV: New YouTube: Four Key Changes

What Can You Expect When You Migrate To YouTube Channels 3.5?

When you migrate to YouTube Channels 3.5, there will be four main areas that will be impacted. Please see images below each description. These areas include:

Standard Interface: The YouTube Channel interface is changing to include four tabs, with three consistent ones. This new interface will have a new Channel size, a clickable image map at the top of the Channel, featured playlists, ad space & more. YouTube will begin its forced migration on March 1, 2012.

1. The Feed Tab showcases the stream of recent activity to your Channel.2. The Videos Tab does not have any customization and showcases all of your available videos,

by content or playlists3. The Custom Tab can house unique experiences and functionality to create a customized

viewing experience4. The Featured Tab is optional, highlights most of your content, has multiple templates and can

have Promoted Videos or TrueView

Enhanced Social Media Integration: This enhanced integration lets the Channel Owner choose which social media buttons and external links to share with viewers.

Improved Analytics: YouTube Channels 3.5 will allow Channel Owners a broader assortment metrics, such as the absolute drop off in video play, to improve video and channel performance.

Original Content Programming: YouTube will begin generating original content programming, with over 100 new channels that span across 18 content genres, to appeal to a

variety of audiences. Brands can benefit from this original content with integrated media opportunities, in three buying options.

How Do You Migrate To YouTube Channels 3.5?

When Channel Owners are ready to migrate to YouTube Channels 3.5, they can login into their YouTube channel accounts and simply click on the Click here link at the top of the page.

Note: Work with a YouTube representative to set up a sandbox so the Channel Owner can test & preview the Channel before any changes are saved and go live.

Note: When planning to migrate to YouTube Channels 3.5, keep in mind six areas to ensure that your YouTube brand presence is what you wish.

Timing: Determine the right time to migrateBranding: Migrate existing background or select another & adjust the banner area/image map

Tabs: Determine the tabs needed; determine need for a custom gadgetProfile Section: Update profile section as desired

Default Setting: Determine tabs, hero video & playlist orderPromotion: Ensure marketing campaigns to promote your Channel include correct URLs

YouTube Channels Migration:

FAQ

Is migrating to YouTube Channels 3.5 free?

Yes, migration is free.

On March 1, 2012, what will happen to my YouTube Channel?

1. The following will remain intact and will not be altered as part of Channels 3.5 migration: Videos, Playlists, Comments, Subscribers, Likes, Account Settings, About this user, Title, Tags, Visibility, Redirect URLs, Vanity URLs, Tracking Pixels, Remarketing Pixels, Google Analytics Account ID number, Avatars and backgrounds images. All of these elements can be updated in Channels 3.5.

2. The character count of the Channel Description Section will be reduced from 2,000 characters to 1,000 characters.

3. Friends and Subscriptions will have been merged. Users will be given the option of subscribing to all of their friends on YouTube.

4. Channel views are no longer visible publicly. While not yet available, this data will soon be available to Channel owners via YouTube Analytics. All Channel view data is still being captured in the interim and will appear in YouTube Analytics.

5. Features that can only be changed in Channels 3.5 will not impact an existing Channel (e.g. Featured Tab templates, background images, and custom Tab title). Changes made to Channel assets including videos, Playlists, subscribers, comments and the gadget itself, however, will be reflected in both Channels 2 and Channels 3.5 environments.

Is this a new channel size?

Yes. The new Channel size is 970 px wide versus 960px wide. Some background images that frame the Channel may require adjustment to fit this change.

Will my Gadgets migrate in YouTube Channels 3.5?

Gadgets will automatically migrate to Channels 3.5 environment on December 1, 2011. Advertisers simply need to opt their Channel into the new design, and their gadget will appear automatically in the Custom Tab. By default, the Custom Tab will be named “custom”.

Is the Featured tab optional?

Yes, the Featured tab is optional. Existing Channels that have one or more videos uploaded will automatically have a Featured tab upon migration. If a Channel owner wishes to have the Featured tab, Channel owners can add it by logging in, navigating to their Channel, selecting “Edit Channel”, clicking the “Channel template” Tab, and selecting “Enable Featured Tab”.

What are the templates offered in the Featured tab?

The Featured Tab offers four templates that can be selected at any time: Blogger, Creator, Network and Everything. Each template highlights content differently and affords certain types of content more prominence than others. Channel owners can preview all options in the “Edit Channel’ editor before publishing to help them make the best decision for their Channel.

What’s the difference between the four templates for the Featured tab?

The Blogger template allows Channel Owners to create a single-set of content that’s updated regularly while the Creator template allows for multiple-sets of different themed content. The Network template allows Channel Owners to manage a parent Channel & have multiple Channels associated with it while the Everything template is for those who want a mix of all templates.

What are some other features of the YouTube Channels 3.5?

Additional features of the YouTube Channels 3.5 are Featured Video (a featured video player), Featured Channels (ability to highlight any Channel across YouTube on the Featured Tab), Featured Playlist (ability to highlight any Playlist created on a Featured Tab).

There’s also a Promotional Unit (an optional space Channel Owners can use to promote their Custom Tab) and a Sidebar (ability to display text-based information & link to external websites).

I want to get started today. What do I do?

Your Ogilvy team can set up time with you to brainstorm ideas, strategize with you and walk you through the steps to develop a timeline and execute an action plan.

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