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Viz Strategy team update
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Vizeum Strategy Team Update November 2011
Sarah LoganIndustry Head, Agency
Carli MillerIndustry Manager, Agency
2
Why work with Google?
Google Confidential and Proprietary
The world’s biggest & most honest focus group
Google Confidential and Proprietary
We have some unique Insight tools..
Google Confidential and Proprietary
And an accompanying blog…
Google Confidential and Proprietary
Firestarters: a new type of Google eventLs
New, quarterly event for senior planners
• Hosted by Google, at CSG but the agenda set by industry luminaries
• Presentations + ‘unconference’ discussion + drinks
• Topics so far have included ‘real time planning’, design thinking in planning’ and ‘the agency o/s of the future’
• Vizeum delegates - and speaker(s) - welcome..
• Big plans for 2012: potential ‘NYLON’ UK vs. US international version…
Google Confidential and Proprietary
Not to mention lots of products to develop ideas with
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Useful Resources
Google Confidential and Proprietary
Maybe the best ads are just answers
Google Confidential and Proprietary
Get the best out of mobile Apps with AppGalaxy
Google Confidential and Proprietary
Google Insights YouTube Channel
“Bounce rate is when someone gets to your site, pukes and leaves”
Online Checkout in real life
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And we’re continually innovating
Google Confidential and Proprietary
There are now over 40Million users who have
already uploaded over 3.4 Billion photos
Google+ reached 10 Million users in 2 weeks,
20 Million users in 3 Weeks and 25 Million after a month, all whilst still in private beta
Source: Google-plus.com, NYTimes(Sep., Oct 2011) http://goo.gl/cm9x0 & http://goo.gl/QNwVp
Google Confidential and Proprietary
The Google+ project
Google Confidential and Proprietary
Will.I.am backstage Hangout
Google Confidential and Proprietary
Hangouts - Now on mobile
17
Google Confidential and Proprietary
Hangouts - On Air (broadcast)
18
Google Confidential and Proprietary
Hangouts with extras (pro)
19
Google Confidential and Proprietary
www.google.com
20
Google Confidential and Proprietary
Google + Ripples
23
Search Updates
Google Confidential and Proprietary
90% of Brits aged 25 to 34 made an
online purchase last year
Source: Guardian (Sep. 2011) http://goo.gl/4Dtsd
Google Confidential and Proprietary
Search is now desktop, mobile and tablet…
We are launching a new Google Search UI for tablet devices. In turn, we've refreshed the ads experience on Tablet Search. Aside from the visual changes, the number of ads which show on Google Search will now be dependent on the orientation of one's tablet.
In landscape mode: Maximum of 2 ads above search results page
In portrait mode: Maximum of 3 ads above search results page
Below search results: Always a maximum of 3 ads
Google Confidential and Proprietary
Voice Actions
27
YouTube – What’s new?
Google Confidential and Proprietary
UKOM Nieslen 2011 previous best March 2011
YouTube achieved record reach figures of
19.8m
...and the homepage remains
No.1 with a monthly reach of
11.8m
Google Confidential and Proprietary
Branded Programs
Google Confidential and Proprietary
Promoted Videos On YouTube Mobile Site
Later this week, Promoted Videos will launch on m.youtube.com search results in all countries where PV are available.
PV ads were previously eligible on a small percentage of mobile traffic. No PV ads will appear in any of the mobile apps. PV campaigns opted into all devices or mobile devices with full browsers will be eligible.
As with all ad formats, we recommend creating separate campaigns for mobile activity!
Google Confidential and Proprietary
Reengage ecommerce site visitors
Dynamically personalized
creative experiences
All by using your Google
Merchant Center product
catalog
How do I get involved?
Have an active Google Merchant
Center Feed
Have an ecommerce
website
GDN: Dynamic Remarketing Ads
Google Confidential and Proprietary
Lionsgate Conan Case Study
4.6mUnique Users Delivered via Mastheads
9.2MUnique Users Delivered
via GDN
13.8m Total Unique Reach
(over 3rd of the online population)
200% increase in audience
Lionsgate ran a YouTube Masthead followed by GDN activity (£5k) the following day. The GDN activity targeted a male audience that was not exposed to the masthead creative.
Campaign Reach Results:
Google Confidential and Proprietary
GDN CTR: Today it’s 6x
Source: Google Internal 2011, DoubleClick Benchmarks Report 2010
0.40%CTR
0.07%CTR
DOUBLECLICK INDUSTRY AVERAGE
GOOGLE DISPLAY NETWORK AVERAGE
Google Confidential and Proprietary
And 8x for Keyword Contextual
Source: Google Internal 2011
0.07%
0.40%
0.57%cli
ck-th
roug
h-ra
te (C
TR) 0.18%
KEYWORD CONTEXTUAL TARGETING
GOOGLE DISPLAY NETWORK AVERAGE
REMARKETING
DOUBLECLICK INDUSTRY AVERAGE
Google Confidential and Proprietary
In Slate Pre-roll Beta
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Overview:
Target users on YouTube prior to watching long-form content and movies.
Users get to chose from 3 ads prior to their content choice.
Auction based model with estimated CPV £0.05-0.07.
Ads can be any length
Beta
37
YouTube – Getting the best out of the platform
Google Confidential and Proprietary
Build emotion through content - Simple yet hugely effective
Google Confidential and Proprietary
Harnessing social to generate great content
Google Confidential and Proprietary
Or take advantage of existing content
Google Confidential and Proprietary
How can you actively encourage engagement on a product like …
… Hoummus
Google Confidential and Proprietary
Google Confidential and Proprietary
But do ALL of your users need to actively engage?
Power UsersDeeply engaged and thirsty for status through ‘creation’
Casual ContributorsHappy to share & comment but not to ‘create’
LurkersEnjoy easy to find, entertaining content
45
Mobile
Google Confidential and ProprietarySource: Mintel Digital Trends Autumn (Sep. 2011) http://goo.gl/g3k9N
UK Household Ownership of Smartphones went from 36% in April to…
41% in July
Google Confidential and Proprietary
Retailers could collectively be losing
£500m a year, by failing to keep website and smartphone apps up to date
http://goo.gl/1Oat6
Google Confidential and Proprietary
Mobile will represent 17% of queries for store locators and ‘last minute gifts’ by the end of 2011
2011: percentage of queries for ‘last minute shopping’ and store locatorscoming from mobile devices projected to grow substantially since last year
* Avg Mobile % of queries = Average of top 5 mobile weeks for the year.Source: Google Internal Data.
Google Confidential and Proprietary
Mobile will be a key driver of consumer festive spend
35% of UK shoppers plan to spend more on their mobile this Christmas
1/3 of UK shoppers engaged in m-commerce during Christmas 2010
67% of users research on a smartphone and then buy in store
More than half of consumers use a mobile device to assist them while shopping in-store
Source: The Mobile Movement Study, Google/IPSOS April 2011
Google Confidential and Proprietary
Google Confidential and Proprietary
Vizeum Strategy Team Update November 2011
Sarah LoganIndustry Head, Agency
Carli MillerIndustry Manager, Agency
