Google Confidential and Proprietary
The Naked truth about Branding Alex Belykh Brand solutions and Innovations lead
Google Confidential and Proprietary *internal tools
BIG DATA
Everybody talks about it
Nobody really knows how to do it
Google Confidential and Proprietary Source: google.com/think Source: consumerbarometer.com Source: google.com/trends Source: youtube.com/analytics
*internal tools
INSIGHT
Think Insights
Consumer Barometer
Google Trends
YouTube Analytics
Top Search Terms*
Trends for Marketers*
Questions asked on Google*
Interest DNA*
YouTube Brand Doctor*
YouTube Brand insights*
Google Confidential and Proprietary
Think Insights
Source: google.com/think
Consumer Barometer
Source: consumerbarometer.com
Google Trends
Source: google.com/trends
YouTube Analytics
Source: youtube.com/analytics
Top Search Terms*
Trends for Marketers*
Questions asked on Google*
Interest DNA*
YouTube Brand Doctor*
FROM TO
*internal tools
INSIGHT
YouTube Brand insights*
Google Confidential and Proprietary
Unilever “All Things Hair”
Ambition - own hair care on YouTube. Collaborations with creators Insights and trends based Content strategy 64m views globally Average watch time 1.51” * 300k subscribers globally Purchase intent 3X
*uk channel
Google Confidential and Proprietary
L’oreal Maybelline
Drive consideration through engagement Insights based Edutainment content Quick response to the trends Youtube tailored creatives that work for consumer 4X views - 21m 3X subscribers - 22k
Google Confidential and Proprietary
Measurement
What is the impact on my brand? Was my ad actually viewed?
How many people I reached?
Google Confidential and Proprietary
54% of display ads
today can’t even be seen
What do
you pay for?
Source: Display comScore, February 2014. Based on US campaign database from VCE Benchmarks-Video e-marketer Februry 2015 based on Q4 2014 research by Integral Ad Science; comscore.com/Insights/Blog/vCE-Audience-Viewability-Benchmarks-Reinforce-Message-Normal-is-a-Relative-Term
Viewability standard
We believe in transparency
Google Confidential and Proprietary
We Believe in brand measurement
Ad recall
What frequency maximizes ad recall in my brand message?
Which demo is driving the highest lift in brand awareness?
Brand awareness
Brand Interest Is my campaign inspiring consumers to search for my brand?
Brand consideration
Which demo is driving the highest lift in brand consideration?
Test Learn Scale
Google Confidential and Proprietary
How brand measurement can be used
vs.
Objective was to test creative & define targetings that work Results: Youtube showed uplift in ad recall and brand awareness Learnings: Domino creative showed better results Demo targetings worked, negative remarketing is recommended
Google Confidential and Proprietary
AdMob
Display Network
In 2015 we believe in People (not cookies!)
INTERNAL: Google Confidential and Proprietary
Introducing
INTERNAL: Google Confidential and Proprietary
UNIQUE REACH
Google Confidential and Proprietary
For the first time, Brands will be able to…
Understand unique reach & frequency across your Google campaign Did we meet our customers’ reach goals?
1. Uncover valuable consumer insights Did we reach older males on desktop or tablets?
2. Create efficiencies in their next brand campaigns Benchmarks will help customers understand the optimal mix
3.