YouTube Confidential and Proprietary

“How YouTube would change the way of marketing”

Spark Conference 2 : Age of Expertise

1

Google Confidential and Proprietary

Pornthip Kongchun Country Marketing Manager-Thailand

Google Confidential and ProprietaryGoogle Confidential and Proprietary

Before the YouTube Thailand Launch

We see billions of views on YouTube every month in Thailand

Thais are watching millions of hours of YouTube every day

Over 1/3 of YouTube watch time in Thailand is from a mobile device

At time we launched YouTube in Thailand

Google Confidential and Proprietary

A video platform with many strengths

Scale 6B+ hrs/month watched

Reach 1B+ users; >80% of views come from outside US

Broad corpus: ~300 hrs uploaded per min

Monetization: +50% Y/Y Watchtime/Revenue

Fan Engagement: #1 Fanbase site worldwide

2

TOP YOUTUBE CHANNELS (Number of Subscribers)

687 Channels now have over one million subscribers

17.7 million

SMOSH JENNA MARBLES

PEWDIEPIE RAY WILLIAM

JOHNSON

NIGA HIGARIHANNA VEVO

HOLA SOY GERMAN

MACHINIMAONE DIRECTION

VEVO

13.2 million

26.9 million

10.7 million

12.4 million

13.8 million

17.5 million

11.2 million

13.2 million

YouTube data (May 2014)

KATY PERRY VEVO

12.7 million

Google Confidential and Proprietary

13YouTube Thai channelswith 1M+ subscribers

Google Confidential and Proprietary

YouTube Confidential and Proprietary 8Source: YouTube User Profiling, Thailand, December 2014Question Y1, Y3, Y2, G6, Y7a, Y5a. Base: All using YouTube (976)

81% on mobile 77% on PC / laptop

Device used

68% for info

YouTube helps me decide on

products

7

Average video genres watched

on YouTube

6-11PM 43% spend 45 mins or more

Peak YouTube Average

87%

1st source for videos

General perception of

YouTube

Thailand YouTube Profiling

9Google Confidential and Proprietary

Source: Connected Consumer Study, Thailand, Q1 2015 Question Q4TVc, Parallel internet usage whilst watching TV last month Base: All using YouTube at least once a month, n = 315

50% ของผใช YouTube ทองอนเทอรเนต

ระหวางดทว

Google Confidential and Proprietary

Source: Connected Consumer Study, Thailand, Q1 2015Question Q4TVc, Parallel internet usage whilst watching TV last monthBase: All using YouTube at least once a month, n = 315

50%of YouTube users surf the internet

while watching TV

10Google Confidential and Proprietary

YouTube viewing pattern mirrors TV

Source: YouTube User Profiling, Thailand, December 2014

*Not drawn to scale

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Google Confidential and Proprietary

The evaluation of Ads Platform

5.8M Views 3.1 M Views

1.43M Views 1M Views2.8M Views 1.4M Views

7.9M Views17.3M Views

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DO YOU SKIP ADS?

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17

18

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Unmediated relationship with your fans

2014 YouTube Ads Leaderboard ประเทศไทย

Dtac The Power of Love Video Link

Thai Life Insurance Unsung Hero Video Link

Closeup Jin Rak Chabab Online Video Link

Pond’s Jigsaw Video Link

King Power ความคดถงกนมคามากทสด Video Link

LINE The Final Millionaire Video Link

Garena Behind the Scene - HoN Announcer Video Link

Thanachart ส เขาชาต 1,250,833 views Video Link

CLEAR จรงหรอเปลาทผชาย Video Link

AIS Sarnrak Video Link

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Google Confidential and Proprietary 2

1. Take all the time you need

Google Confidential and Proprietary2. Give event a before and after

Google Confidential and Proprietary

3. Expand successful storyline

Google Confidential and ProprietaryLaunch Workshop4. Shape the cultural conversation

Google Confidential and Proprietary

5. Leverage creator Know-how

!!

!!!

Creating a viral video is not a strategy anymore

Google Confidential and Proprietary

The PROBLEM with going viral

Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 Jul 2013 Oct 2013 Jan 2014

0

150,000

300,000

450,000

600,000

It’s not just about VIRAL Video - Consistent Content is a key

atte

ntio

n/ac

tivity

/reac

h

timeline

act like an advertiser here

act like a YouTuber

here

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Search Browse

Looking for answers to questions Looking to be entertained, ready to be distracted

Be the most compelling answer to the question

entertain and inspire through emotional storytelling

Hygiene content Hero content

Create content based on user behavior

HERO Example - Lego Movie Official Trailer

entertain and inspire with emotional storytelling promoted through advertising

HUB Example - 5,000 Lego Bricks, Unlimited Inspiration

give a fresh perspective on your target’s passion points

HYGIENE Example - Creator Designer Tips

be the most compelling answer to the question discovered through search

HERO

HUB

HYGIENE

LEGO Content Pyramid

YouTube Confidential and Proprietary

YouTube Confidential and Proprietary 38

You need to think more likea content creator

YouTube Confidential and Proprietary 39Launch Workshop

Title Text

Body Level One Body Level Two

Body Level Three Body Level Four

Body Level Five

Resources required

CollaborateCreate Curate

YouTube Video Marketing

turns watchers to Consumers

win your customer’s heart

turns advertising to Content advertise by Invitation

turn Viewer to be SuperFan

YouTube Confidential and Proprietary 41

Thank you!