Video and Search in the Age of Data
Eva Ng Industry Leader, Google HK
Hello!
Eva Ng Industry Leader
Tech, Telco, Luxury, CPG and Government
#1 #2#3Hi-
Definition Audience
(Video)Creative
Enablement
#4PrecisionAlways On
#5Machine
Learning +Automation
Programmatic/Media Efficiency
5 Global Mega Trends Shaping MarketingDriven by digital, mar-tech, ad-tech
Data Data Data Data Data Data Data Data Data Data Data Data
Acing marketing is always about high competency with the medium of the era
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Proprietary + Confidential
MEDIA COMPETENCY
(AD)TECHCOMPETENCY
DATA COMPETENCY
DATA DRIVEN MARKETING
Partnership to Building for an A.I. First Future
Proprietary + Confidential
The latest trend to ace YouTube and Search, and marketing for that matter is integration of Audience Data into everything you can, which includes YT and Search.
#1 #2 #3Hi-Definition
Audience
(Video) Creative
Enablement
#4PrecisionAlways On
#5Machine
Learning +Automation
Programmatic/Media
Efficiency
5 Global Mega Trends Shaping MarketingDriven by digital, mar-tech, ad-tech
Data Data Data Data Data Data Data Data Data Data Data Data
#1 #2 #3Hi-Definition
Audience Video Creative
Enablement
#4PrecisionAlways On
#5Machine
Learning +Automation
Programmatic/Media
Efficiency
5 Global Mega Trends Shaping MarketingDriven by digital, mar-tech, ad-tech
Data Data Data Data Data Data Data Data Data Data Data Data
Confidential + Proprietary
FormatMedia
Planning
Creative
Measurement
Source: Google internal data, 2019
Better audience can take everything you do to the next level
CONTROL:Generic ad
Demo targeting Copy adjusted to affinity target
Copy + image adjusted to
affinity target
Generic ad Affinity targeting Increasing Impact
Confidential + Proprietary
“Hi- Def - what’s the big deal?”
“ 4X the number of pixels as Full HD / 1080p!! “
Similar to 4K, the higher the definition of your audience, the greater the impact and the wider the opportunity
#1 #2 #3Hi-Definition
Audience
(Video) Creative
Enablement
#4PrecisionAlways On
#5Machine
Learning +Automation
Programmatic/Media
Efficiency
5 Global Mega Trends Shaping MarketingDriven by digital, mar-tech, ad-tech
Data Data Data Data Data Data Data Data Data Data Data Data
Videos Watched
Monetary Value of Purchase
Browsing History
Watch Time
App UsageDevice Used
Frequency of Purchase
App Category
Sessions
Search Queries
Time of Day
Recency of Purchase
Age + Gender
Location
Data signals build the definition of your audience
Let intelligent machines do the heavy lifting!
Signals Assess & Score Segmentation
Continuously, in real time
Confidential + Proprietary
To be an A+ data driven marketer…
Remember the 3 As
Confidential + Proprietary
Aggregate Analyze Activate
Confidential + Proprietary
1st party data: CRM, site, app, ads data* , eCom
3rd party data: Data aggregators, or partner data
Google data
Aggregate Analyze Activate
Confidential + Proprietary
1st party data: CRM, site, app, ads data* , eCom
3rd party data: Data aggregators, or partner data
Google data
Aggregate
Create ML Model
Analyze Activate
Confidential + Proprietary
1st party data: CRM, site, app, ads data* , eCom
3rd party data: Data aggregators, or partner data
Google data
Aggregate
Create ML Model
Analyze
Google Marketing Platform
Google Ads
Activate
In-market for camera
Data informs the value of (each) audience
#1 #2 #3Hi-Definition
Audience
(Video) Creative
Enablement
#4PrecisionAlways On
#5Machine
Learning +Automation
Programmatic/Media
Efficiency
5 Global Mega Trends Shaping MarketingDriven by digital, mar-tech, ad-tech
Data Data Data Data Data Data Data Data Data Data Data Data
CONTROL:Generic ad
Demo targeting Copy adjusted to affinity target
Copy + image adjusted to
affinity target
Generic ad Affinity targeting
Increasing Impact
Better data = Smarter ads = Better results
It starts with being able to use data to understand what the segments care about
Confidential + Proprietary
Search creative - Same keyword = better ads = Better results Different ads for different searchers with different signals
HBOTuning a video ad for AudienceThe male vs female audience differences
Westworld Season 1:Huge ratings, but saw an opportunity for larger mass appeal
“Maeve’s Loop”
The top performing ad for women.
Focuses on a single dramatic arc.
“Critic’s Spot”
The top performing ad for male drama fans.
Focuses on critics reviews.
“Maeve’s Loop”
The top performing ad for women.
Focuses on a single dramatic arc.
“Critic’s Spot”
The top performing ad for male drama fans.
Focuses on critics reviews.
2.4x liftin consideration among women*
*versus control creative
2.4x liftin consideration among female drama fans*
+ + 1.3x liftin consideration among male drama fans*
Highest CTRfrom the call-to-action at the end of the video to HBO’s Westworld website**.
**versus all ads tested
+
Confidential + Proprietary
Confidential + Proprietary
20184%
202085%
Machine learning projected adoption and influence
2019
Confidential + Proprietary