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Confidential & Proprietary
Confidential & Proprietary
Podpora kampaně s youtubery Petra Brodilová, Google
Confidential & Proprietary
Jak se dělá marketing na YouTube kdekoliv
ŠKÁLA PŘÍBĚH MĚŘENÍ
Confidential & Proprietary
PŘÍBĚH
Confidential & Proprietary
Evoluce spolupráce s youtubery
Confidential & Proprietary
Evoluce spolupráce s youtubery
Míra zapojení youtubera
Zásah
Confidential & Proprietary
Evoluce spolupráce s youtubery
Míra zapojení youtubera
Zásah
Confidential & Proprietary
Evoluce spolupráce s youtubery
Míra zapojení youtubera
Zásah
Mediální podpora
Confidential & Proprietary
Podpora videa youtubera ve vyhledávání nebo v doporučených videích
Formát▪ Trueview Indisplay
Cílení ▪ Kontext ve vyhledávání a u
videoobsahuCena▪ CPV: 0,5-5 Kč
Confidential & Proprietary
Podpora videa youtubera ve vyhledávání nebo v doporučených videích
Confidential & Proprietary
Confidential & Proprietary
2. Dohodnutá spolupráce
Confidential & Proprietary
Zvýšení zásahu dohodnuté spolupráce
Formát▪ Trueview Indisplay
▪ Trueview InstreamCílení ▪ Remarketing
▪ Afinitní a In Market publika
▪ Další relevantní YouTube kanályCena▪ CPV: 0,2-5 Kč
Confidential & Proprietary
3. Komplexní kampaň
CASE STUDY
We worked with our client TK helping them integrate with YouTube creators, harnessing their digital footprint amongst younger target audiences.
SELECTED YOUTUBE STARS (wireinander.tk.de)
LeFloid: > 2Mio. Follower (news)
Unge: > 1Mio. Follower (gaming)
Julien Bam: > 0.6 Mio. Follower (dance)
GarNichz: >110k Follower (video blogger)
• website traffic increased from 2M to 6M visits/months• YouTube Subscribers increased by more than 200%• Twitter Follower increased by more than 100%• Online gross reach: over 300M views• Last but not Least: more than 2.000 videos were published under the hashtag #wireinander
AWARENESS CONSIDERATION EXPLORATION PURCHASE
Consumers will like us. Consumers will want us. Consumers will prefer us. Consumers will commit to us.
#WIREINANDER
✓inform & convert
STAR
Campaign microsites for the four key target audiences
DISPLAY
STAR STAR
STAR
YouTube channel of TK
STAR SEARCH
campaign platform
Confidential & Proprietary
+ síla teaseru (Instagram)
Confidential & Proprietary
MĚŘENÍ
Confidential & Proprietary
Google Preferred delivers brand results
Source: Google Brand Lift Meta Analysis, Oct 2014 – Jan 2015
With Google Preferred, brands got:
80.0%INCREASEin Ad Recall94% of campaigns saw lift
17.4%INCREASEin awareness
63% of campaigns saw lift
Hannah Hart, Comedy 1,800,795 Subscribers
Confidential & Proprietary
Díky!
petrab@google.com@zbrody
Google Confidential and Proprietary
1 Billion / 40 % / 100 hours 1 Billion / 50 % / 300 hours
Maja
Google Confidential and Proprietary
YouTube in the Czech Republic, Slovakia and Hungary
Google Confidential and Proprietary
5,6Mmonthly
users
2,6Mmonthly
users
>500Mmonthly
views
>1Bmonthly
views
>1Bmonthly
views
Maja
Source: YouTube internal data
>2,5Mmonthly
users
Google Confidential and Proprietary
YouTube is not only used by majority of the younger and middle-aged population, but by big part of the older generation as well
Source: ČSÚ, TNS YouTube profiling (06/2014), YouTube internal data
Monthly viewership of YouTube within the population(percentage of population)
15 - 24 25 - 34 35 -44 45 - 54 55+
1.1M 1.5M 1.7M 1.7M 2.8MSize of the population
Viewership within the
population
100%
96% 88%80%
67%
22%
Maja
Google Confidential and Proprietary
At least once a week, YouTube is used by70% of the users in all age groups
Source: ČSÚ, TNS YouTube profiling (06/2014), YouTube internal data
Frequency of YouTube visits by age groups(percentage of YouTube users) daily
weeklyless often
15 - 24 25 - 34 35 -44 45+
72%
40% 26%
22%
46%
38%41%
43%
16% 19%31%
Maja
Source: Digital Star Popularity Grows Versus Mainstream Celebrities by Susanne Alt, July 23, 2015,http://variety.com/2015/digital/news/youtubers-teen-survey-ksi-pewdiepie-1201544882/
Digital celebrity influence growsJanek
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