Cast your vote to celebrate 10 years of amazing ads on YouTube

Monday, May 18, 2015 | 6:00 AM

For the past decade, YouTube has connected people with the content they love. Be it the home video that hits just the right tone of adorable and funny, the creator with 9 million fans waiting with bated breath for her next vlog to post, or the epic ad that has people around the world doing splits. On YouTube, people choose to watch content that entertains, inspires and delights them.

Over the past 10 years, brands of all shapes and sizes have come to embrace YouTube as a platform for their own creative expression, by making ads that people choose to watch. During this time, consumers have been watching, sharing and commenting on their favorite ads - ultimately informing which ones end up on our monthly YouTube Ads Leaderboard. Today, we’re taking this a step further.


In partnership with the Webby Awards we've reviewed all of the top Leaderboard ads from the past 10 years and selected 20 finalists videos. Now we need you - the advertising and creative community - to help us celebrate these iconic brands and choose which YouTube ad of the past 10 years is your favorite.

From today through May 28th, visit 10YearsofYouTubeAds.com to vote. Check back here on June 3rd for the final results.

#10YearsofYouTubeAds

How Many Video Ads are Actually Seen? New Infographic and Research for Video Viewability Across the Web and on YouTube

Friday, May 8, 2015 | 12:00 PM

Cross-posted from the DoubleClick Advertiser blog

If an ad isn’t seen, it doesn’t have an impact, change perception, or build brand trust. That is why measuring the viewability of advertising matters. It gives marketers a clear understanding of campaign and messaging effectiveness and allows advertising spend to be allocated to the media where it will have the most impact.

We have long been advocates of viewability as a currency between buyers and sellers, which is why we’ve had viewable-only buying on our network for more than a year and have been investing in our Active View technology.

As a continuation of that effort, today we are releasing new Active View data from across our Google, DoubleClick and YouTube video ad platforms. This new research on the 5 factors of video viewability is being published today on Think with Google to start the discussion about the state of video ad viewability.


In this research we found that only 54% of all video ads served across the web, excluding YouTube, had a chance to be seen! On YouTube 91% of ads were found to be viewable.



As advertisers shift to paying for viewable video ads, rather than served impressions, understanding the drivers of viewability for video ads is more important than ever.

To learn what viewability is and how it is measured, visit our new interactive Active View demo here.

-
Sanaz Ahari, Group Product Manager, Brand Measurement
Michael Giordano, Product Marketing, Brand Measurement
Anish Kattukaran, Product Marketing, Video & Brand Measurement


Mother’s Day 2015: Consumer behavior is shifting

| 6:00 AM

What does mom want this Mother's Day?

Between search data and consumer surveys, Think with Google uncovered what today’s moms are really looking for in a new infographic of Mother’s Day gift trends. And the results are clear: Both millennial moms and older moms are looking for an experience.




Dads and kids are responding accordingly. Our data reveals that Mother’s Day is the #1 day of the year for “spa” searches, and the #2 day for searches related to “reservations” (only behind Valentine’s Day). Searches for “flowers,” meanwhile, have dropped 20% over the last four years around Mother’s Day. 

However, one type of bouquet is actually gaining in popularity—the one you can eat. Search interest in “fruit baskets” grew nearly 20% from May 2013 to 2014.

For more consumer trends, explore our new Mother’s Day infographic on Think with Google. And from all of us at Google, have a Happy Mother’s Day!

Celebrating Moms on YouTube

Wednesday, May 6, 2015 | 12:00 PM



From watching Spongebob clips with the little ones to learning how to survive their challenging teen years, the many stages of motherhood can feel like they whizz by in the blink of an eye. So in celebration of Mother’s Day this year, we decided to explore and pay tribute to some of those special moments in a mother’s journey from new mom to grandmom - and how YouTube hopes to support her along the way.

In addition, to learn more about how modern moms use our platform to learn, share and discover, we partnered with TNS to survey 1,500 women, aged 18-54, all of whom have children under the age of 18 and watch videos online.

The results show that whether it’s to research the next family vacation, get in a quick workout before the kids wake up, or learn how to set up the new printer for her small business, today’s mom is using online video to learn and grow.

But it’s not just advice and how-tos that moms seek. They also turn to YouTube to wind down. In our survey, 74% of moms said they use YouTube for “me time,” watching for entertainment and relaxation purposes. But that “me time” can quickly turn to “we time.” Of the moms surveyed, 87% said they watch videos not just alone - but with their children alongside, too.


For countless reasons and throughout her journey, moms turn to YouTube in their moments of need: when they need a video to watch with the kids, when they need an answer to a question, or when they just need a laugh. And we’re so glad we can be there for them.

Happy Mother’s Day from all of us at YouTube.

                  

Posted by Netta Gross, Consumer Insights, YouTube B2B Marketing

Celebrating 10 Years of YouTube

Friday, May 1, 2015 | 6:30 AM



On April 23, 2005, history was made. An 18-second clip about how cool elephants are was shot at the San Diego Zoo and uploaded to a then-private video sharing site called YouTube.  

That May, YouTube launched in beta before becoming available to the wider public six months later. Ten years have now passed, and that site has grown to become not just the biggest video platform on the web—a community of more than one billion people, where hundreds of millions of hours of video are watched and billions of views are generated every day —but one of the largest and most diverse collections of self-expression in history.

YouTube is a portrait of our global culture, built and supported by an ecosystem of innovative creators, visionary brands and eager users ready to embrace the next wave of great entertainment. It was built by comedians, families, activists, performers, teachers, and pranksters. Built with cats and babies and blenders and (First) Kisses and surprises. It was built on the silly. It was built on the profound. It was built by you--the consumer, the creator, the advertiser.

Today, YouTube creators are some of the biggest names in entertainment. And brands have built some of the most iconic and breakthrough advertising of all time. It's a world where little ideas can bring about amazing things and where amazing things can bring little delights to each of us.

And it's a world that continues to grow:
  • Watch time on YouTube increased 50% in 2014; 90% on mobile devices1 
  • The number of people that visit YouTube per day is 40% larger than it was this time last year2
  • YouTube currently reaching more 18-49 year-olds than any cable network in the United States3

So in honor of our 10th birthday, we’re celebrating you, our community of creators, brands and users. Throughout the month of May, we’ll look back at some of the most memorable moments that you’ve created and shared on YouTube in the last 10 years.
You can follow our celebration throughout the month of May on our YouTube Trends blog. And tell us some of your favorite YouTube moments, using #10YearsofYouTube.


1 Google Data, 2013-2014
2 Google Data, March 2015 vs. March 2015
3 Google-commissioned Nielsen study, December 2013 - February 2015. Audience Reach (000) among people 18-49 for YouTube (mobile only) and 124 U.S. cable networks individually (television only)

Insights into the Google Preferred audience on YouTube

Tuesday, April 21, 2015 | 6:00 AM


Today, viewers have more choice than ever when it comes to watching their favorite video content and TV shows. Whether on their laptops, phones, or connected devices, people are spending less time watching “traditional TV” and more time consuming content on their own terms on the screen of their choice.

To help marketers better understand this online video audience, we worked with Compete to analyze how Google Preferred desktop viewers in the U.S. consume content on YouTube, through online desktop panel and survey data from Compete1. We found that desktop viewers who watch Google Preferred (some of YouTube's most popular channels) tend to be younger, more likely to be online shoppers in market for products, and importantly, the majority are viewers not reached through other video platforms2.

Reaching viewers who don’t visit other platforms
Marketers can no longer rely on traditional TV alone to reach their audience, as the abundance of content choices to consumers today mean that people are consuming content in more places. In fact, we found that nearly one in 10 Google Preferred desktop viewers do not watch traditional TV at all and 90% of them do not visit any of the top five full episode players2.

Younger audiences are also heavily represented on YouTube and on Google Preferred specifically, where viewers skew younger than the online population. We found that 18-34 year-olds who watch video on smartphones go to YouTube first for online video, 2.3X as likely or more than other platforms3.

Influencing online shoppers through Google Preferred
We also found in our Compete research that Google Preferred desktop viewers are more likely to be actively shopping for products online. They are 2.7x more likely to be in-market online shoppers than the online population. In terms of the types of products they’re searching for, shopping areas span a large variety of products. Of particular note, Google Preferred desktop viewers we studied are 182% more likely to be in market for luxury cars, 166% more likely for apparel, 170% more likely for beauty, 195% more likely for computers and tablets, and 148% more likely for home furnishings, than the online population.

People who watch Google Preferred channels are also more likely to take action. Our Compete research found that Google Preferred desktop viewers are 29% more likely to visit a brand site immediately after visiting YouTube, versus the general YouTube viewers. And they’re 46% more likely to search for a brand on YouTube they’re in market for versus the average YouTube viewer. Google Preferred desktop viewers we studied are 24% more likely to research a product after seeing an online ad on YouTube, than those who watch full episode players2.

To learn more about how Google Preferred can drive effectiveness for campaigns, check out ThinkWithGoogle.   
1. Google/Millward Brown Digital Google Preferred Audience Study (US), February 2015
2. Full episode players are Hulu, ABC.com, CBS.com, Fox.com, and NBC.com
3. Google/IPSOS Brand Building on Mobile Survey (US), February 2015. Other platforms include all key online video platforms including full episode players, digital stores, social networks, and streaming sites.

TrueView coming to DoubleClick: User choice meets programmatic

Thursday, April 16, 2015 | 12:23 PM

Cross-posted from the DoubleClick Advertiser blog.

Today at Programmatic I/O in San Francisco, we are announcing our latest investment to help brands make the most of digital: the TrueView ad format will be available for programmatic buying within DoubleClick Bid Manager.


This launch brings together two important trends we’re seeing: the importance of user choice in advertising and the ability to reach the right person at the right time with programmatic buying.

We introduced TrueView, an innovative cost-per-view (CPV) ad format, five years ago as a way to put user choice at the heart of brand advertising. With TrueView, viewers choose to engage, and brands only pay when they do. Today, the format is a brand mainstay, representing 85% of all in-stream ads on YouTube. And based on a recent study, we’ve seen that two-thirds of TrueView campaigns deliver significant lift in brand interest.

In parallel, programmatic buying has evolved from just a real-time bidding tool for direct response campaigns to an important technology and data-driven solution for brand building. Across our own platforms, we’ve seen the volume of programmatic transactions double year-over-year. With the consumer journey now fractured into many "micro-moments" across screens, programmatic can help brands understand and reach their audiences across devices and formats.

In the next few months, marketers and agencies will be able to buy the TrueView choice-based video ad format on a cost-per-view (CPV) basis through DoubleClick Bid Manager. This is the first time TrueView has been available outside of AdWords, allowing DoubleClick clients to take advantage of features like cross-campaign frequency capping, unified audience insights, measurement and billing across campaigns.

Some of our partners are already seeing success:


"At Netflix, we have always embraced consumer choice. In the advertising world, TrueView is the epitome of that choice. The fact that we can now scale it further via DoubleClick Bid Manager represents a powerful new channel for marketing our content across the world." 
Mike Zeman, Director of Digital Marketing, Netflix




“TrueView has empowered us to give our consumers greater choice while delivering a better engaging viewer experience. As an early adopter of the TrueView beta in DoubleClick Bid Manager in the UK we have seen great success in achieving our CPV goals.”
                                                         NestlĂ© UK



“We’re really excited to bring TrueView on DoubleClick Bid Manager into our video campaign arsenal. This deepens our ability to achieve client success metrics on highly relevant and viewable video inventory combined with universal controls around targeting, frequency management and reporting.” 
Ian Johnson, EVP and MD, Global Product at Cadreon




“TrueView in DoubleClick Bid Manager (DBM) allows us to strengthen our branding offering while benefiting from significant efficiency gains. Once we can leverage DBM’s capabilities such as 3rd party audience targeting and universal frequency capping, we will have a very powerful
value proposition for advertisers.” 
Roli Okoro, Director of AOD, Middle East and North Africa


This adds to our ongoing investments to help brands get the most out of the programmatic landscape like Google Partner Select, Active View, Verification and brand safety protections. We're committed to providing the most complete programmatic platform to our brand partners to help them connect with their audiences in all the moments that matter. Stay tuned for even more in the months to come.

-
Neal Mohan, Vice President of Display and Video Advertising Products