>> curley: all right. hello, everyone, andthank you for joining us for our automotive youtube webinar, advertising on youtube, civicand small. my name is alicia curley and i'm one of the optimization specialists here ongoogle's automotive team. i'm excited to get things kicked off and introduce you to michaelrucker, who will be leading you through the webinar today. but before i do that, i justwant to mention that we will have some time for q&a at the end of today's presentationso please submit your questions in the q&a box that's on the right hand side of yourscreen. we'll be sure to address as many questions as we can in the last 15 minutes of this hourof time that we've scheduled today. again, on one last note, when you leave the webinartoday, please take a few minutes to answer
the brief survey that will pop up on yourscreen. this will help us know and so we can better provide you value as your account partnershere at google. so, without further ado, i'm happy to introduce you to michael rucker,who works with youtube product specialist, lane shackleton, to provide you with today'sfantastic webinar. michael is the product marketing manager on youtube's monetizationand advertising platform team. since joining youtube in 2007, michael has helped launch,market and grow youtube's monetization offerings to large and small advertisers, agencies andcontent partners. and with that quick and snappy intro, i'm going to hand things overto michael. >> rucker: all right. thanks so much, andthanks, everybody, for joining us today. a
couple of quick things i just wanted to bringout before we get going. i'd like to remind everyone, feel free to, you know, obviously,it's interactive as it can be--i want to make it interactive so we will be showing somevideos, which will be fun. but also want you guys, as i've mentioned before, to submitany questions you may have. also, as an fyi, i tend to rely sometimes on corny humor toget me through presentations. unfortunately, we're not in a room so i can't hear you laughand you guys are all on mute. so, feel free to type into the chat box of the q&a sectiona little lol or "haha" or rolling on a floor laughing, that'll boost up my confidence andmake this presentation a little bit smoother. so hopefully, you're laughing after that comment,but i haven't seen any chats. okay, good.
there we go, it worked. thanks, stefan, lee,stefan--all right, good. all right, off to a good start here. so, i'm going to lead thepresentation. lane shackleton really is my partner in crime here. he's the expert andhe's the specialist, i just like hearing myself to talk. that was the real joke number one.so, let's jump right into it. the first thing i always like to--like to start off with anypresentation is make it interactive and make it full of quiz. so, here's a quiz for you.not super applicable to the auto vertical but i do think it's an interesting question.we all know these three, i think. but what are the--what do president obama, the queenof england, and the pope have in common? first person to reply gets special price. come on,chat. let's see, let's take a guess. so, i
might have--i love it. i love it, all right.well, so what do president obama, the queen of england and the pope have in common? idon't know if they're short legs. i think obama's pretty tall--pretty good basketballplayer. what they do have in common is they actually all have created channels on youtube.you know, oftentimes, we have a misconception that youtube is just dogs on skateboards or,you know, random videos have been uploaded by just, you know, some of our really passionateusers. but youtube gets huge plays in, you know, brands, advertisers, marketers, smalland medium businesses and even, you know, public figures are really deeming youtubeto be an effective and appropriate environment to reach their audiences. so, if the president,the big guy and her majesty deem youtube an
effective place to, you know, open up a dialoguewith their--in this case, their followers of their--it's respective organizations andcommunities, you know, it's definitely something to consider to reach your customers and thinkabout how you can do that on a smaller scale. so, just wanted to open up with that littlefun thing and appreciate the quick responses there. but definitely check out their channelsif you want to see some of their video content--really interesting stuff. but we're not talking aboutpolitics and religion today. we're talking about youtube, and we're talking about youtubespecific to the auto industry. so, i want to spend a little bit of time talking aboutwhat youtube is and then get into the auto vertical specifically. so, when we talk aboutyoutube, i just want to take a set up and
just talk a little bit of marketplace. thismight be familiar to a lot of you. i'm sure all of you are in the digital space here.you know, what we're seeing obviously is audiences moving online. we see in the u.s. alone thatby 2012, 217 million internet users will be online--that's about 71% penetration--andthat it's also spending more and more time online rivaling television. we're also seeingtraditional content internet-bound, right? people are watching movies and streaming television,downloading music, listening to radio stations and reading newspapers and magazines online.and when you look at online video specifically, it's growing year-over-year at 35%. and also,it's happening as result of technology and technology facilitating change at a rapidpace. we now see that we have 55% of people
have broadband access and by 2012, this isexpected to grow to 90%. so, all these trends i talked about before are going to continueto evolve in this direction. and that access is happening from different places, from home,from work, public locations and obviously, from a variety of different platforms. thedesktop and the laptop are just one screen--a screen is really screen to access informationto access content. and we're going to see this trend continuing and we are already inthe mobile and t.v. space. and obviously, hd-quality streaming is continuing to increaseas technology facilitates this change. so, we've seen these things in the marketplace.and what does this mean for youtube? and i think it's important to say, you know, withmedia fragmentation and the proliferation
of content through all these different mediums,it's not hype. size does matter. and really, at the end of day, youtube is a huge platformwhich tons of people are turning on. we'll talk about it a little bit, what this meansspecifically for the auto industry. but just to give you guys a little quick sense of thenumbers, youtube, in the u.s. alone, has 100 million--100 million monthly u.s. visitors.this is more than the entire viewership for the super bowl. now, i don't want, you know,this number to scare you. there's ways of slicing and dicing in the content. and theslicing and dicing the audience to make sure that you're zeroing on your target or yourcustomer, and we'll talk about that a little bit. but the idea here is that youtube isa huge place and that with, you know, 103
people in the u.s. visiting youtube, you know,your customer is probably on youtube. and it's not just the u.s., i know how many ofyou are thinking we're globally are thinking internationally and worldwide, but also hugeworldwide audience, and if youtube where a country, it'd be the 3rd largest country inthe world. so, youtube's a huge place, but more than that, it's the number one onlinevideo site, period, like, the number fourth largest site on the web. an interesting stat,and we actually just updated and this--i feel like the stat, it's updated virtually everyday--20hours of new video content are uploaded to youtube every single minute. when i firststarted at youtube about two years ago, the number was 10 hours of video. just a weekago, we were saying 15. so, continues and
continues to grow as more content gets uploadedand more people continue to visit sites. and it becomes increasingly important to figureabout what the tools are to make sure that your contents, whether it's your ads or yourvideo assets, to really reach the right audience within a stream, within the site and obviously,video stream is continuing to grow every month. and actually, you know, 40% of all video viewsonline taking place on youtube so youtube really is the place for video on the web.now, i just want to, you know, hopefully set that up a little bit in talking about, youknow, why youtube is an important place to think about, but i really want to spend thebulk of the time talking about youtube and the auto industry. so, the first thing i justwant to leave with you guys with or start
off with here, i should say, is that, youknow, auto consumers are really using online video to gather video information--to gathervehicle information. and there's some information actually from j.d. power and associates thatactually says that 54% of new vehicle buyers reported going to online video--going onlineto view a video in their vehicle purchasing decision process. and year-over-year, youknow, online video consumption continues to grow and this video is being consumed in themultiples of the platform, so that's om sites, dealer sites, third party sites, or even videosites like youtube. so, we'll talk about some of the ways that marketers are looking totheir leverage video assets. but one thing i just want to leave you with, before we jumpedinto that, is an interesting stat that i actually
found, and you guys probably know this betterthan i do. but on average--this is some information that i found from automotive news, car dealers,learning the art of viral video from last--at the end of last year--that on average, itonly costs about $80 to produce a vehicle walkaround compared to a $2000 commercial.so, you know, if this is part of been a fantastic catalyst for growth, i think, in the autoindustry, we're seeing tons of vehicle walkarounds emerging on the site, conversations that i'dbeen having actually with some auto resellers in the space. they're trying to figure outscalable ways of uploading lots of different vehicle walkarounds as people are more andmore looking to engage with this content on youtube and on the web--on the web more broadly.so, you know, before we jump into specific
things that you guys should think about whenit comes to actual parts and services that you can leverage, i did want to just callout attention that, you know, youtube can sometimes blur the line between ads and content.now, it's interesting to take a look at some examples that do exist on the site alreadywhere, yes, this is content and this is entertaining, but in some way, this is also an ad. so, there'sjust three videos here that i'm just going to play really quickly. one is probably actuallyone of the most--actually is the most popular auto video on youtube, which is ferrari versuslamborghini. obviously, a fun video, not everyone's in the market for ferrari versus lamborghini,so i don't want to spend a ton of time on it. but i want to--what i do want to do isshow two other examples and i'll focus actually
on those two. one is the recent launch ofthe volvo campaign, really sort of budget videos showing off a new feature of theircar, which is basically safety--a city safety feature. i don't know if you guys are familiarwith this, but the volvo car, there's a feature where, if you're going to crash into somebodyor rear-end them, the car will automatically stop. and this other one which is for easternmotors which is like a local--a local dealership in the virginia and maryland area and sortof what they're doing. so, with that in mind, i'm just going to quickly go over and sharemy desktop. bear with me a little bit. i think these are some fun videos that you'll appreciate.so, let me start off with this video. >> ovechkin: at eastern motors, your job,your credit. at eastern motors your job, your
credit. ford. honda. it was definitely humorous.always exotic cars on stock. so, are you with me, man? just give me some shot of vodka,please. at eastern motors, your job, your credit. at eastern motors, your job, yourcredit. >> rucker: so, hopefully you guys were ableto hear some of that and hopefully there's some laughter there as well. let me talk throughthat a little bit as i find the next video here. but really at the end of the day, youknow, eastern motors is, you know, probably already filming this commercial with alexanderovechkin, you know, our--one of the world's best hockey players--already filming thisprobably for a local tv spot. why not bring this online and really take full advantageusing the outtakes? and you can see here this
video already achieving 50,000 views. thisis just one of the multiple videos that eastern motors has actually already uploaded, andyou can see here the variety of other videos--they've fortunately been able to tap in to the localsports athletes that exist and have been buying cars from eastern motors and be able to sortof take this campaign and share it more broadly. so, i'm actually just going to--for the sakeof time and also, because i didn't pre-load the other video--but we can send out thesevideos after the presentation--jump back into the presentation. i think here is a specificexample where this is a terrific video act, and i want to talk about some of the toolsthat eastern motors could benefit from by really zeroing in on their target market intheir local area with these video assets and
really scale this campaign out. so, comingright back into the presentation, really, i think why these video exist on the siteand why more and more--whether it's brands like volvo or local auto dealers like easternmotors--are looking to upload this content is because there's already a plethora of autocontent on youtube. you know, i just performed this search the other day, searched for thewords, "ford," and i got 200,000 results. two hundred thousand video results for theword "ford." searched for the word "autos," got close to half a million, and searchingfor the word "car," a million video results based on the word "car." so, all these videosalready exist on the site and users are already engaging and watching these video assets.so, the question really becomes how do you
actually tap in to these auto enthusiastsas they're engaging with this content and make sure that they're finding your brand,your company, your offering in a relevant and meaningful way? now, before we jump intothat, i think the one thing that i really wanted to hammer home before we talk aboutthe actual products, you can see here, the size should help you really see the impactthat youtube can have when focusing specifically on the auto vertical. i started by talkingabout the reach that youtube has. there are a hundred million unique users visiting thesite every month, and you can see here that youtube reaches almost 35% of the potentialcar-buying market on youtube alone; that's actually five times what e-bay motors reaches.so, the audience is there, the question then
really becomes how do you reach these potentialcar buyers? that's where i want to spend the bulk of the rest of the presentation talkingabout. so, let's jump in to talk and this is what we'll spend the rest of the time talkingabout, how you can reach these auto enthusiasts and these potential car buyers as they'rediscovering video contents, as they're watching videos--we just showed a bunch of videos andvideo examples already. so, maybe they're not discovering your videos, but maybe they'rewatching other auto video contents--or as they're ready to engage and dive deeper. andthen at the end, i'll just kind of encapsulate what sort of--what i view are the easy stepsto get started right away. so, as they discover video, the one thing i want to talk aboutis, you know, youtube as we said before, 40%
of all video streams are taking place on youtubeonline. all 40% of all videos viewed online are taking place on youtube. and so, thinkingabout how you do discover video content--something that the product team here at youtube hasbeen giving a lot of thought--and one of the things that we've seen is that search is thekey driver in the way in which users are discovering video content. a comscore data form last year--andthis continues to hold true--shows that youtube is actually the world's second largest searchengine. now, to call youtube the second largest search engine, i think is a little misleading.it's not a search engine, right? it's a video discovery platform. but search is one of thekey ways in which users are discovering video. and at google, we're obviously very similarwith search, so one of the things that we
wanted to look to do with our marketing partnersand with our business partners is say, "how can we tap into the search experience on youtube?"we know--where we find this at google--we've built a strong system in adwords. how canwe apply this to the youtube eco-system and make us a meaningful and impactful productfor our business partners? so--most of you are familiar with this, but the end of lastyear, we launched something called promoted videos. and this isn't a particular examplefor the auto industry, but you can see here i just searched for video contests--but youcan imagine people searching for that eastern motors video, that lamborghini video, obviously,people interested and passionate about cars. and you can see here that when i search forvideo contest, i get two different buckets
of results here. you can see that some arealready google.com when i search, and i have sponsored listings above and next to organicsearch. you can see here that there's now sponsored paid advertising promoted videosabove and next to the organic search results. and excuse the red boxes here--it looks likethere's some formatting situations took place when we uploaded the video to webex. but notsure the familiarity that you guys have with this particular product, but i just want toleave you guys with the fact that it's, you know, virtually identical, extremely similarlistings that you're probably already doing with google and with google search. optionbased ctc, choose your key words. instead of driving traffic to your website, thinkabout your video as your website, as your
opportunity to tell your story, to tell thestory about your brand, to tell your story about your product, to tell your story aboutyour service and drive meaningful traffic to those video assets in hopes of drivingbusiness and obviously, the same way that you can measure, you know, cost per clickand click through rates and even implementing conversion factor--which we'll talk aboutin a second with some case studies--you know, obviously, the opportunity to optimize andmake sure this campaign is driving the meaningful results that you're looking for. so, promotedvideos as i mentioned, can be managed through your ad--i don't know if i mentioned this--butcan be managed through your adwords campaign and it's certainly something to think aboutif you already have video assets that you're
looking to drive more traffic to or lookingto expand to a broader audience. so, we look at promoted videos, the one thing i want leaveyou with--and we can send more detailed information about some of these campaign to date--is thatthe one thing that excites me and our product team about this is that we've seen successthroughout the marketing funnel. so, i'm not familiar with all of your different marketinggoals. some of you might have higher, upper-level funnel goals looking to raise awareness anddrive some sort of brand association to your different business. some of you might be lookingto drive buzz around a particular program that you're having, you know. others of youmight be looking to simply get into the consideration set, and for some, looking to drive sales.now, chances are, you're not looking to drive--most
people don't buy cars although, i have--didhear ridiculous stat about e-bay car sales that just was mind blowing to me. but chancesare, i'm not--maybe you're looking to drive leads, but either way, how can you drive thatand measure that through promoted videos? so, what i want to focus on really quicklyis this last example here. you can see down at the bottom ipod reviews with zagg incorporatedand then driving sales. and we can send this video out as well. i don't want to keep onjumping back and forth from the webex. but here's a terrific story about an online retailerthat sells pocket--protectors--protective covers for smart phones. and the thing that'sterrific here--very budget video and they've actually made a bunch of different videossince then. but a very simple video costs
virtually nothing to make, could be made witha camcorder, where they simply took two ipods or two iphones--excuse me--actually, i don'tknow, it might've been ipod touch. but either way, two iphones--center key, you know, sometimes,you know, this iphone you put it in your pocket, your keys are in there and it gets all scratched.it's so annoying. you just spent a couple hundred bucks on this phone. well, hey, whatthey did is they took one phone and they put the zagg invisibleshield on the phone, andthe other one, they didn't. and they simply took a key and scratched both phones, andshowed through video how the actual product worked. and as a result of driving trafficto these videos through promoted videos, we're able to drive traffic back to their websiteand through implementing--by implementing
conversion tracking, we're able to actuallymeasure their conversion and their task per conversion and obviously, they're our allyas a result. this campaign has been extremely successful, and to quote my good friend camerongibbs at his invisibles at zagg, more successful than many of their search based advertisingcampaigns on other search engines. and the main result of the hypothesis here that heshared with me is that video really was one of the most powerful way of really showinghow this product, how his service actually work. so, thinking about how video can supportyour specific marketing initiatives and really driving meaningful tracks, traffic in a geo-targetedway and in a cost effective way on pay per click basis is certainly meaningful. that'show--i hope it answers your question. yes,
it can be geo-targeted in the same way thatyou--and doing pay per click advertising. so, moving right along here, i want to talkabout what the future of this product is--and lane, i don't know if you want to jump inhere--to talk about this briefly. but, you know, we launch it as a search based product,but we really recognize that search is just one of the ways in which users can discovervideo content on youtube. so, the goal here is really to empower advertisers to driverelevant use across youtube in the web. lane, do you want to do something really quicklyhere and just maybe mention what some of the future road maps of this product might looklike? >> shackleton: sure. yes. so, just to talka little bit about the future of promoted
videos, you can imagine a scenario in whichwe've kind of covered one of the discovery mechanisms where users are discovering contenton our site, and that's search. so, we've done that and we've implemented and we'veseen success and really, now we're looking to build out the product in other ways byasking ourselves the question how do people actually discover content on the site? andhow can we let our advertisers take advantage of that discovery in a way that's meaningfuland both provides a good user experience and provides our advertisers with clicks thatthey're looking for and ultimately, you know, taking those video views and conversions thatthey're interested in? so, the thing that we're testing now--and should definitely talkto your account team about--we're testing
random promoted videos both on the home pageand in the related videos section on the watch page. so, these are two of our main discoverymechanisms for users and we'd like to put advertisers kind of in that path. so, as weroll these out more broadly, you'll probably hear more about it. right now, we're definitelyin sort of the limited testing phase and happy to accommodate folks who are interested inthat. so, back over to you [indistinct]. >> rucker: thanks, lane. so, absolutely, ithink search is the way that really thinks about getting started here, because it'llprobably be familiar to a lot of folks. but certainly, you know, obviously encourage youall to experiment and see how some of these beta expansions on to the youtube homepagemight be a really compelling and cost-effective
way to drive a lot of traffic to your videoassets. so, moving right along, i want to talk--and lane mentioned related videos andhe mentioned the watch page. so, oftentimes--and obviously, the bulk of what happens on youtubeis people actually watching video assets. sometimes those videos might not be your videos.and so, i want to talk about how users--how you can reach users as they watch video assets.now, we talked before about the fact that 20 hours of new video have content is uploadedto youtube every minute. and obviously, a part of this uploading is taking place fromusers uploading some of its great video assets and hilarious and some of it is meaningfuland powerful and inspirational, and a lot of it's, to be honest, crap. but that's thebeauty of youtube. but what i want to come
down to advertising--i want to talk to youabout the power of premium content and the fact that we only run ads and advertisingof this and this particular--and i'm specifically referring to display advertising or any adasset that you might have on our partner content. so, youtube, where there's, you know hundredsof videos, thousands of videos uploaded everyday, we only run ads against our partner inventory.youtube give over 3,500 content partnerships and we look specifically at our partners--youknow, this is top quality video content from our most trusted partners, and we're constantlybringing on new partners everyday. and when we look at this, specifically to the autoverticals, here's just a couple of our partners that took stream shots of--so you can seehere, roadfly, cars.com, inside-lane--and
i'll jump to the next line here really quickly.you can see here, fast lane daily, myride, edmunds' inside line, octane tv. i mean--andwe can share these links with you for you to look ahead. but we're really confidentin youtube really, you know, they do have insatiable--i don't mean to read the slidehere, but they do have an insatiable appetite for information on new models and new automotiveinformation. and the majority of the content that they're going to learn about this autoinformation is some of our trusted partners because it's just quality content that's actuallyenjoyable to watch, unlike some of the videos that you sometimes discover on youtube. andi think one thing that's interesting is that it's not just, you know, kids under the ageof 18, its people actually in that auto buying
market. and you can see, obviously, over theage of 18, all the way up. you can see the age distribution of who's actually engagingspecifically with the auto content. and the way that we're able to actually understandthis is because a large portion of our site is actually logged in with registration information.they have their age, they have their gender. so, certainly, a car buyers market who's actuallyengaging with this auto content. so, to show you really quickly what this would look like,i just want to jump over the next slide, you know, visualize it and then talk about howthis would actually be implemented. so, you can see here edmunds' inside line. you canchoose a video from edmunds' inside line. this actually happens to be from the 2008mitsubishi lancer--a video about the 2008
mitsubishi lancer. and you can see here rightabove the fold, right next to the video viewing experience, you know, an ad actually--that'spretty well targeted--as to how the mitsubishi lancer air intake, right? and there's a varietyof different ad formats that you could actually run, you know, in this unit, whether it'sattached or video or display. we even have, you know, in-video ads, actual overlays thatwill run within the video stream as an overlay ad during the video viewing experience. so,whatever sort of ad assets you have, you know, here's an engaging experience that's a leanforward experience. on average--i mean, this video happens to be an event in 30 seconds.but on average--with our partner content, which is what we're talking about right now,you should actually spend an average about
two minutes on this page. so, obviously, wesee very strong click through rates actually on these ad units because of these high profileplacements. but, you know, even when there aren't strong click through rates or evenwhen there isn't let's say, a click right off the bat, you know, two minutes with thishigh profile placements is sure to make a strong impression. as i mentioned though,click-through rates on these companions are extremely high, and we've seen a lot of successhere. and in terms of actually managing this program, think about this page as anotherpage within the google's content network. this happens to be a page of content thatactually has video asset on it that happens to be about auto. so, the op-team actuallygo in and place some target at campaign specific
to the auto and vehicle vertical within youtubeand have your auto ads appear against the video. and obviously, the same way that youcan manage a program within the content network through adwords is obviously the opportunityto geo-target and to sort of refine your campaign to make sure it's reaching the right audience.we actually recently launched even more granular targeting within those verticals, so if youspecifically wanted to target bmw, or particular car models or make, there's also the opportunityto do that as well. so, once again, you can see here 1.2 million views of this particularvideo asset. maybe you want to reach all 1.2 million folks, but potentially, you'll wantto slice and dice that. and obviously, we know that google and what we have availablewithin adwords gives the opportunity to manage
the program that really refines the programto make sure that reaches the right audience. but here's a screen shot of what that ad couldlook like running against our auto partner concept. so, moving right along, we've talkedabout how someone--how--the discovery phase and how you can enable discovery of your videoassets. we've talked about how you can reach users as they happen to be watching othervideo assets from our auto partners. obviously, if you want to reach a broader audience, youcan run against non-auto content as well and see what works best for you, but just wantedto share the auto example with you. and then lastly, talk about how you can engage theseusers and really dive deeper with them. and what i mean by engagement--you know, i'vetalked again and i had to bring it up, but
it's just another ridiculous stat; in fact,20 hours of new video content are uploaded to youtube every 60 seconds. we really dohave an active community that's always looking to respond to videos, comments, rating, favorite--infact, when you think about how many times--maybe in your own lives--i know i do this a lot--isee a terrific video and i share it with my friends. i evangelize on behalf of whetherit's a funny video or sometimes, potentially a brand or a business that i think suits othervideo. i have some hockey friends, for example, that i sent that eastern motors video to.but i want to talk about how some automakers and auto marketers have looked to engage anddive deeper with the youtube community. so, the first thing i [indistinct] and i'll talkabout that [indistinct] there'll always be
extra bells in those sites that come withbrand channels, butthe idea here [indistinct] enable [indistinct] to encourage people [indistinct] around buildingconstant implementation. we've seen some of those--obviously, [indistinct] uploaded imageon the background to really make sure that the channel really represents your brand oryour campaign or your specific program or product. and the goal here is really to builda loyal audience. if you do drive subscribers, each new video uploaded will automaticallypopulate it into the subscribers homepage when they're logged in when they come. it'llsay, hey, there's a new video from one of your subscriptions, and another best packetfrom this front is obviously, i think to, you know, drive multiple programs from thesame channel continue to provide that consistent
sense that this is some place that i shouldsubscribe to. it's not just a one off situation. and not to harp back to my friend at zagg,but i think--you know, we we're talking about earlier with the smart phone protectors--oneof the things that they've been very successful in doing is continually--you know, whetherit's once a month or once every other week--upload a new video with some new feature or somethingreally new and fun and cool that will continue to keep people thinking about the company,continue to think people about the products and the service. and eastern motors has beendoing that with several of the athletes in the virginia and maryland region as well.now, when we look specifically to the auto vertical, i think, you know, there are opportunitiesto put the community in the drivers' seat--not
to make a clichã© use of the title there--but,you know, i see brands have been doing this, but i think its interesting to think creativelyabout how you can think about doing something more you're your channel and doing more withthe interactive video community and getting creative with it. so, i just want to brieflytalk about these three examples that actually have to do with auto manufacturers themselves.cadillac launched a sort of interactive and cross-media campaign about my cadillac story,where they really wanted to get people to tell their story about their cadillac. andthe way that they actually were able to do it was not to actually invite people to telltheir story, but actually to get famous people and celebrities to tell their story and letusers watch that content. so they had people
like travis park--barker. parker? barker?the drummer from blink 182--just want someone to type it in, if you're a blink 182 fan.i'd appreciate it, but you don't have to. what was it? it's parker?>> yes, there was a b. >> barker. okay, i thought--i mean, i didn'treally get--i think he had a show on vh1 or mtv. i didn't really get into it. but anyway,you know, here is an example where my cadillac--what cadillac wanted to say hey, listen, you know,celebrities and famous people who we--you know, we all want to be--we all watch vh1,mtv, we all want to be celebrities--they're driving cadillacs, they're loving it and theywant to share their story with you. but let's look--we all ordered the chrysler's 300 intheir contest. i think one thing that's really
interesting here is, you know, chrysler, intheir example, they said, okay, they saw what cadillac had done and said, you know what?in our situation, we don't care what the celebrities and the famous people care about. we wantsee what you, you know, random--you're not random, but you know, joe schmoe. michaelrucker. lane schackleton, you own a chrysler 300? i don't, but after watching this contesti wanted to. you know, you own a chrysler 300. spin it your way. you know, you customizeyour chrysler 300, which is what the chrysler 300 is all about is making it your, you know,your own car and spinning it your way. show us your, you know, six rims and show--giveus a little car walkaround and tell us about how much you love your chrysler 300. and that'sreally what this contest was; it was an invitation
to get people to submit their videos abouttheir chrysler 300. and obviously, on--in addition to evangelizing their own ownershipof the car and sharing with all their friends, there's actually the additional viewershipof a list of content that wasn't even created by the marketer themselves, it was createdby the community. chrysler put the community in the driver's seat. and then lastly, youknow, we talked about tapping into content that already is on the site with the autopartners, but here's a specific example from toyota with the sketchies ii program. comedyis a huge--hugely popular category on youtube and so toyota, for their program, said, youknow what? offline, online, we want to own comedy. we want, when people think comedythey think that is toyota, and they think
the toyota corolla. so, for their launch ofthe new toyota corolla, they looked to sponsor the sketchies program where they basicallyworked with us. we had, you know, all of our comedy partners--we had all of our comedypartners submit their concept of this program and toyota corolla basically had 100% shareof voice over all of its comedy content. so, do you know just three specific examples ofactual--the manufacturers and the brands themselves looking to leverage--leverage youtube andbuild awareness, and build their affinity around their brands. but i just wanted toshow these--show this to you to get you guys to begin to think about how could you creativelylaunch a smaller campaign, maybe something more target to your specific region, to yourspecific customer base. maybe you're doing
something already locally offline. how canyou bring that experience online whether it's just the video themselves, or encouragingfolks from whatever that offline event is, to upload those videos onto youtube and sharethem with their friends more broadly? so, those are just the few expert examples therespecific to the--engaging the community within the auto sector. now, i just want to--as we,you know--in the last five minutes before we jump to the sent questions, we talked abouta bunch of stuff. i really just want to sort of say--some--wow, you know, youtube is abig place. i see these adwords tools that i'm familiar with like promoted videos andplacement targeting, seems like a good opportunity here for me to begin to experiment, and seeif i'm having success. but you also talked
about this you know, these big branding programs.now, how can i think about really getting started and making this an easy on boardingprocess? so, i just want to leave you guys--before we jump into the q&a--with the fact that gettingstarted is really easy and here's sort of, you know, what i would consider my playbook.number one, you know, building your home--and it doesn't have be a brand channel or a contestor some big program right off the bat as we saw from cadillac or toyota. you can createa youtube account, it's free. we saw that eastern motors example, local dealership inthe virginia and maryland area, they simply frame the name youtube.com/eastern motors,free to their account. they upload videos into that account and they were taking advantageof the free interactive tools. simply uploading
the videos and you know, i think there's opportunityto scale it out. we didn't really dive into these offerings, but there's abilities toannotate videos. i don't know how many do you watched vh1's pop up video. maybe this'llring a bell? pop up video. you can write lol in the chat box. but annotations is a greatway of creating, once again, an interactive experience in linking videos together, callingout some things, responding to videos with your video assets. you know there's tons offree tools that already exists in the space that you can take advantage of. and so, ithink that really is step one. if you have video assets--even if you don't have videoassets, at least claim the channel as you're thinking about developing video assets asmore and more video comes online. even if
you have 30-second tv spots that you run offline,or that you maybe run through google tv ads--at least get those up on youtube. it's free tohost there. next, i'll think about, okay, well how--now that i have these videos upthere, how do i get these videos actually discovered? and we walk through an adwordstool that's very similar to a lot of the adwords stuff that you're already doing. it's calledpromoted videos. simply bid on the keywords to ensure the discovery of your channel oryour videos as people are searching on youtube. so, if people are searching for auto termsor if you're selling trucks and you want to reach young males, sports-focused kind ofaudience, bidding on sports terms--i'm sure people are searching for lebron, carmelo andthe different great games that we're watching
on who saw lebron lose last night. i was sodisappointed. sorry. but, you know, driving discovery in that way, and then, as lane mentioned,the ability to expand the discovery experience as part of our beta programs with promotedvideos, as we're looking to expand this program onto the you--even onto the youtube home page.you know, a premier destination to get your video assets obviously discovered. and obviously,all of this being on a ctc model with the flexibility, and the bid management that youguys are used to. you know, once that's underway, we're even, you know, skipping a set if youdon't have the video assets is how do you build awareness and drive traffic to yourwebsite? and we talked a little bit about placement targeting, right? making sure thatpeople are aware of your product or your service
by placement targeting your ads--and thoseads could be a variety of formats, whether it's text, display an image, video, play videoads, flash, right? to placement target your ads to your target audience--are you tryingto reach a certain demographic? are you trying to align and appear next to auto content orsports content? are you trying to geo-target? all of this is available. and thinking aboutthat high profile placement as a way to really get and reach a video engaged in a lean forwardexperience with your target audience. and i think once you've done that and had success,then i think it might be time to think about how can i take it to the next level? how cani turn my channel into a brand channel and create a program to really drive additionalengagement of subscribers? is there some sort
of contest of branded entertainment programthat i really want to run? i've done the vehicle walkarounds, do i want to get local celebritiesor local sports fans, you know, into my store, you know, on video just talking about howmuch they love my product and my service? and take it to the next level and really scaleout the program, you know, throughout the youtube platform. so, with one minute leftbefore we get to q&a, i just said i think getting started is really easy, you know.build your home, create an account, make sure that as you create that account, upload videos,that the videos in that channel is actually discoverable. you wouldn't, you know, obviously,when you create a website for your business, you put on your business card, you put iton your collateral, you launch a search campaign,
you launch search engine optimization campaigns.you don't just create a website and think that people are going to come there. similarly,i don't think you should think about just creating a youtube account without thinkingabout a way of strategically driving meaningful traffic there. i think promoted videos isa great way of doing that, and obviously, with high profile placements that exists withinyoutube, placement targeting is certainly something to consider as well. so with thatin mind, and as we planned, we have 15 minutes left here for q&a, and i see there's a bunchof questions here. i'm sorry i haven't been paying a ton of attention to some of thesequestions. i'll get to it right now. i see kevin said, "when you saved it on keywords,is that through adwords or youtube?" that's
a great question kevin. so, through the promotedvideos spots, we've actually launched a front end that exists within youtube, and you canvisit that at ads, a-d-s,.youtube.com. and there's an opportunity to sort of bid on thosekeywords and manage that program within a youtube interface. that being said, the backend of this program is all based up off of adwords and you can certainly work with youraccount team and set up this campaign and manage this program and bid on those keywordsthrough adwords as well. so, i hope that answers that question. and i'm also seeing the questionshere in the q&a box, so let me just get down into this one. how do you get advertisingfor your website to appear next to your video? so, it's a terrific question as well. so,one of the things right now that we actually
don't offer is the opportunity to have, likefor example, a banner ad. you can't have 300 by 60 banner ad run next to your video. we'relooking at surfs, how that would be feedable. but perfect example, i'm just going to goback to the zagg example that i mentioned before. their ad was their video, right? thevideo was the asset that really told their story and said everything that they neededto say. now, when people saw their products and saw the service, you know, people onlineweren't, you know, aren't stupid. they saw at the end of the video, it said zagg.com,and even in the information box, they had the opportunity to say, you know, to buy thisproduct, visit zagg.com/invisibleshield, right? so, clicks were coming through that way. itdidn't need to be a banner ad next to their
own video to actually drive the traffic. so,we are experimenting with ways of actually having call to action assets that will actuallyexist within the video. so, if you are running a promoted video campaign, you can actuallyhave a text ad appear, you know, over the video at the--on the bottom 20% of the videowith, you know, the copy and the text ad that you're normally used to through google. sothat's something to think about in terms of an actual ad that'll drive traffic back toyour website and appear, you know, actually on your video, which is even better than nextto your video. is there a keyword research tool specific to youtube? lane, do you wantto jump in here and maybe talk briefly about the keyword tool?>> shackkleton: yes, sure. so, we do have
a keyword tool specific to promoted videos,and if you typed in that url that michael mentioned before which is ads.youtube.com.if you just add slash keyword underscore tool, so the full url is ads., a-d-s, .youtube.com/keyword_tool.that is a keyword tool that's specific to youtube. you can take a look at that and kindof get an idea based upon either video id or a similar keyword that you'd like to advertiseon. and then just to kind of piggyback on the point that michael made before about showingyour ads on your own videos, i think that's a great question because one of the firstthings that we heard when we launched promoted videos was, hey, i, you know, driving thosevideo views and seeing response, how can i see more response? you know, what am i--whatdo i want these users to do? i want them to
go back to my website and that's why we createdthe call to action overlays that michael mentioned. and all that is, is you know, the viewer actuallygoes to your video. on the bottom 20% they see your ad as an overlay. that's somethingthat you--you can set up as long as you're running promoted videos, we will give youthat feature for free, so you won't pay for, say two clicks in that case. you'll pay forthe click to your video and then we'll give you that overlay as a value-add. so, i thinkthat's a pretty compelling case and we've seen some pretty good success in call to actionoverlays. again, it's pretty early, but we are excited about that feature.>> rucker: perfect. lane, i see here another question that might be a good question foryou and we put you on the spot here again,
but the question, does google analytics giveyou performance data on keyword performance on the youtube program?>> shackleton: yes, so, right now, for those of you who're very analytic savvy, we don'tpass the gclid. so we don't pass the specific analytics load that's required to track theperformance on a keyword level for analytics. we're certainly looking, as you can imagine,as we're always in close partnerships with google teams. we're looking at the futureto have a more robust and kind of closer integration with the analytics. for the time being, no,you'll see all the normal search stats that you see in your adwords accounts, search queryperformance report, all those reports work. at this time, analytics does not have a fullintegration down to the keyword level, though.
>> rucker: and here's some more questions,in case you just want to keep on jumping into it here. i see quick note here, and obviously,some questions here, but i just want to respond to this one from kevin about not noticinganything in adwords that relates to managing youtube vids--the videos, am i missing it?now, kevin, that's a great question. you're not missing anything that--we actually haven'tlaunched this promoted video product within the front end. you can manage the programonce it's set up. but if you want to manage the promoted videos, average based, you know,cost per click products through your adwords campaign, we recommend working with your accountteam and they can set it up for you initially and then you can manage your program throughadwords. so, you're not missing it. i'm moving
right along here. maybe this is a questiononce again about the idea of the banner next to the video and maybe that--maybe i'd misreadthe initial question about how did tannen get their banner out next to the mitsubishivideo. so, as you mentioned before, placement priority, but we have this specific placementwithin you tube that are high profile. we've skipped around 300 bytes to 50 units is reallythe slot that exists throughout the site. and most of the inventory exists around ourpartner content, as i mentioned. so, there was actually an, you know, an ad i saw asi was browsing through some auto-contents that actually came to me. so, i'm not sureexactly the specifics around how tannen got that specific ad to run against that specificvideo, but typically, as i mentioned before,
you know, placement targeting the same waythat you would target specific sites within the content network, you have the abilityto do that. just target youtube, but even, you know, more effectively to target withinyoutube in specific categories of content or against certain demographics. demographicbidding, it's a specific age or gender that you're looking to reach, a specific categoryof content, a specific geo. so, that's how i would assume, you know, that's how i wouldrecommend getting your banner ad next to a video asset, is to really think about, youknow, who i want to reach? if i want to reach auto-enthusiast, let me target the auto andvehicles section within the youtube site and see how it performs. so, does that answeryour question, yes?
>> shackleton: just to--just to bid, you acton that. it's pretty much as simple as going into the placement tool so, you know, justgoing in a camp--particular campaign, clicking on the placements tab and then ad placements.if you type youtube.com, enter the placement tool, you'll see all those particular sub-categoriesthat michael's mentioning, autos probably being the most relevant, but that narrows.also, sub-categories as he mentioned also. so, if you want get a little bit more granular,the autos category, overall, is going to give you kind of the most scale within you tubefor a particular target, but then, some of this more finer sub-categories will get lesstraffic, but again, will be more finely targeted. >> rucker: exactly. and moving right alonghere, how to make sure it's control of real
estate for a particular dealer name? so, forexample, san francisco ford. so, maybe i'm not understanding the question entirely, andso, feel free to jump in and ping me or ask again. but if you're looking to actually claima name as part of your account, you simply go to youtube and create your username. now,it's san francisco ford, for example, if you wanted to get to youtube.com/sanfranciscofordand that name has already been taken, talk to your accounting about that; there is away at re-claiming names. that being said, i can't promise anything. the same way thata website url might be taken and owned, you know, that might be claimed by someone that'sactually using this. but if the user has not been active with the channel, then there isan opportunity to re-claim that name. so,
hopefully that's the question that you'reasking and that i'm asking. do we have editors to filter claims? so, i guess this is thequestion about sort of people claiming lots of names. we--lane, i'm not sure if you knowthe answer to this. i--i'm not sure that we specifically have a team that monitors thisspecifically. i will say that if names have been claimed--at least for the purposes thatwe would want to talk about here--if names have been claimed and are not actively used,that there is an opportunity to re-claim that name for business a partner.>> shackleton: yes, to be totally honest i'm not sure exactly about the filters and whatfilters we have in place for people doing that on a large scale, but you know, the importantthing i think is what recorded on is that,
you know, in the case that you have a namethat's, say, trademarked or your company name or something you find that is already taken,talk to your account team and let's--we'll see if we can get that back for you.>> rucker: perfect. so, don't want to jump the gun here if there are more questions butas people are thinking more questions, i just want to leave you guys with a couple of thoughtsand that is, obviously, one, to fill up the survey as is mentioned before, and to talkabout what an amazing presentation this was. no, but in all honesty, i really think thenext step here is we set--we see here are getting started easy. i mean, if there's onething that you really can do right away and you know, i would say should do, go to youtube.comand create an account with, you know, the
username that you would want it to be if itis san francisco, ford. create that account, you can put in the website there, you know,your company website and at least claim the name even before you have videos to upload.that could be, you know, something that will literally take two minutes and maybe we'llend at 10:58, so that you can do that between 10:58 and 11:00 am. so, you know, i thinkthat's step one and then step two is, you know, follow up with your account team andtalk about if you do have video assets, how to think about beginning to promote them andsetting up a promoted video campaign. and even if you don't have video assets, you know,thinking about if what assets you do have and the opportunity to placement target youtube,get your ads running on youtube where there
is a huge auto audience that's ready and willingto engage with your content and with your business. so, with that in mind, we have threeminutes. so, two minutes to sign up for the youtube account and one minute to say thankyou and to have an extra minute in your day. >> curley: great, michael. thank you so muchand lane, this is a really great webinar, and i think we got a lot of great information.like they said, if you have any questions additionally beyond what was the [indistinct]you can find them on the youtube webpage. please reach out to your team here at adwords.we conduct linking you get in touch with the right people and make sure that you're onthe right path to meet new marketing success. so, if there aren't any further questions,we can definitely end the webinar a little
bit early today, and we'd just like to thankyou all for attending and one last reminder, to please fill out that survey again. if youhave any specific questions, you can enter it from there, but this will really help usmake sure that we're on the right path to providing you with the best of the value asyour account partners here at google. so, thank you, everyone for attending. to michaeland lane, you have been wonderful and we really appreciate it, and everyone have a fantasticday. >> rucker: quick question, are we going tosend--we can send out this deck to everybody as well. so...>> curley: yeah. >> rucker: i believe we have everyone's contactinformation, right?
>> curley: yup, everybody that attended today,we have your email address, as long as you input it in when you registered and we cansend out this presentation with the audio as well.>> rucker: perfect. and i'll send out some of the youtube videos that we didn't get to.is that cool? >> curley: that's perfect.>> rucker: all right, terrific. >> curley: all right. thank you, everyone,thank you, michael, lane, again. >> rucker: all right, bye-bye.>> shackleton: thanks for your time.