If you were hanging around YouTube last month, circling around for something fun to watch, you might have seen a new Australian campaign -- featuring round videos!
Saatchi & Saatchi Australia and Cadbury Australia have collaborated with YouTube to launch their latest digital offering for Cadbury Rollpack. The campaign is the first time YouTube videos are round, and is designed to highlight the ‘fun, round nature of Cadbury Rollpack.’ The content - featuring some very talented little creatures - play in a custom round YouTube player on Cadbury's Glass and a Half Full Productions Brand Channel. To date, this YouTube channel has over 150,000 views and was the #1 Most Subscribed Sponsor Channel of the Month in July.
“This idea was about offering people a quick, unexpected moment of joy in a unique space,” said Saatchi & Saatchi Australia’s Executive Creative Director, Steve Back. “We want to reach people in places they are already choosing to spend their time. With over two billion videos viewed per day, YouTube was the natural choice,” said Saatchi & Saatchi’s Peter Galmes.
This is a great example of the creative flexibility that is available on the YouTube platform, and we look forward to working with more advertisers and agencies to create similarly exciting executions.
Check out Cadbury's channel on YouTube and join the revolution!
Posted by Chloe Sasson, Industry Manager - CPG & Entertainment
At Google I/O earlier this year, we previewed YouTube Leanback, a new way of discovering and watching YouTube videos. As the name implies, YouTube Leanback is all about letting you sit back, relax and be entertained.
When you visit Leanback, you'll see videos tailored to your interests that play as soon as the page loads. Leanback also includes a number of different video feeds organised by category, so you can try something different than your personalised stream. Even better, the videos play in full screen and high definition, continuously. There’s no need to click, search, or browse, unless you want to, of course. Watching YouTube becomes as easy as watching TV.
While still in beta, you can access Leanback through YouTube TestTube or directly at www.youtube.com/leanback.
Leanback is the latest YouTube feature to bring online video into the living room. In 2009, we introduced YouTube XL, a version of YouTube optimised for big screen TVs. Recently announced in the US was the launch of Google TV, an Android-based platform baked into set-top boxes and Internet-connected TVs.
To start using Leanback, go to youtube.com/leanback. You'll need to be logged into YouTube before you can start watching - so make sure you're signed in!
Posted by Chloe Sasson, Industry Manager - CPG & Entertainment
Every week, our agencies and clients ask us for great creative examples on YouTube. In response, we put together the YouTube Bubble Channel to showcase some of the best advertising on YouTube.
Visit the channel for recent examples such as the Old Spice Channel on YouTube, which features the now-famous Old Spice Man answering user questions from Twitter. You can also find Warner Bros Brand Channel for the new film Inception, which has been popular with users. We've also included a video about how YouTube impacts brand metrics, which is always useful when presenting to clients.
Advertisers large and small have had great success targeting their ads to relevant videos on YouTube, which is why we’ve been developing tools that give advertisers even more control over exactly where their ads appear on the site and who sees them. As part of this effort, we introduced Video Targeting, a tool that helps advertisers place their text, image, and video ads on relevant partner videos on YouTube. Today, we’re making that tool available to advertisers in Japan, Australia, New Zealand, Hong Kong, Taiwan, India and Korea as well as introducing a few new improvements.
Video Targeting is modeled after similar Google planning tools and pretty much does what it says: it gives advertisers more control of their ad campaigns by letting them choose specific YouTube partner content they'd like to target. Advertisers can target videos based on keywords (like politics or fashion), viewer demographics (like age and gender), interest-based categories, or some combination of the three. Or, if an advertiser has a video in mind, they can see if it's available to target specifically. Video Targeting Tool is integrated with Google AdWords and makes it easier than ever for advertisers and agencies to run integrated, targeted, and measurable campaigns across the Web. Here’s how it works:
Video targeting is one way we’re opening up YouTube to new display advertisers. Last March, we added a new template to Display Ad Builder that makes it easier for advertisers to create image ads for YouTube, such as InVideo overlays and companion ads. Display Ad Builder is a self-service tool within AdWords that helps advertisers create and run display campaigns in minutes. Our goal with tools Video Targeting and Display Ad Builder is to make display advertising accessible to and easy for any advertiser. In the long run, this means more useful and relevant ads on YouTube and across the Web.
Posted by Eiji Kasutani, Product Specialist for YouTube
Last year, hundreds of young creatives took part in the inaugural YouTube-Cannes Young Lions 48 Hour Ad Contest, with two of them, Guy Dayan and Adeline Chew, winning a trip to Cannes to represent YouTube in the Young Lions Film Contest.
This week we’re launching the 2010 edition of the contest. The format’s pretty much the same: we’ll announce a brief from a well-known nonprofit at midnight on Friday, May 14 (GMT), and you’ll have just 48 hours to write, film, edit and upload your film to the Cannes Lions channel. You then have a week to get as many votes for your entry on the channel as possible, before a panel of senior creative directors will use the votes to inform their choice of two winners. Those two will get a fully-paid trip to the Cannes Lions International Advertising Festival.
As this is the Cannes Young Lions, entrants need to be 18-28 years of age to take part, and -- of course -- very creative. If that sounds like you, head to the channel now and subscribe to keep informed. And remember to keep the weekend of May 15-16 free to create your ad. Good luck!
Posted by Ernesto Soriano, Product Marketing Manager This is a cross post from the YouTube Blog
We recently announced the launch of YouTube Promoted Videos in Australia, New Zealand and Japan. Promoted Videos is an advertising program that helps anyone with a video - from an everyday user to a major brand advertiser - reach an audience on YouTube or the Google Display Network interested in their content, products, or services.
Selecting relevant keywords is a key factor to seeing success with your Promoted Videos campaign; the right keywords will help you get your video in front of the right audience. But how do you find keyword ideas for your Promoted Video campaigns? We are excited to announce that the YouTube Keyword Tool is now available in English with results that can be customised for your local market. The Keyword Tool allows you to build extensive, relevant keyword lists from one simple interface. You can generate keyword ideas, review traffic estimations for existing and new keywords, and add keywords to your ad groups with this tool.
Here are some best practices to consider when choosing keywords for your YouTube Promoted Video campaigns. Keep in mind that you may need to test different keywords to reach your specific goals.
* Users are searching for video content, so they're less likely to look for something to buy on a video publisher site than they are on a search engine. Users search for topics related to what entertains them, so choose your keywords accordingly: use names for celebrities, titles for movies and television shows, quotes, actions or verbs, objects in the video, or emotions that reflect the content. * Think about trends in online video overall plus trends on the relevant site, whether it's YouTube or other sites on the Google Display Network. Examples: Hot topics, political awareness, celebrity gossip, popular videos, etc. * Use video comments and tags on your target sites for new ideas. * Group your keywords for a promotion by theme. For example, if you have a travel clip of a location in Fiji and another of a location in Africa, each clip should have its own promotion with keywords that are specific to that promotion. Creating a promotion with a travel clip of Africa with Fiji-themed keywords will be less useful for you and users. * Before creating your promotion, make sure you review the YouTube's advertising policies and the Google AdWords editorial policy for standard text ads for placements on the Google Display Network. Promoted Videos accepts only Family Safe content for promotion, either on YouTube or the Google Display Network. * Use the YouTube Insight Discovery Tab to see which keywords and referrers are driving traffic to your video for more keyword ideas. * Use negative keywords to filter our unwanted searches so users who are more likely to be interested in your content see your promotion.
For additional ideas on how to set up your YouTube Promoted Video campaigns, visit our Optimisation Guide in the AdWords Help Center.
There are now 20 hours of video uploaded to YouTube every minute, which means it's no easy task to find the right audience for your video. How does a new band build a fan base and get buzz for their new single? Or how can a top brand test the effectiveness of new ad creative on YouTube? Not every business or video creator can rely on the word-of-mouth that turned Nike's video of Kobe Bryant jumping over an Aston Martin into a worldwide sensation. Sometimes people need a little help discovering what's new and relevant to them.
Now, video creators of all sizes can tap into the effectiveness of Promoted Videos, an advertising program that helps anyone with a video - from an everyday user to a major brand advertiser - reach an audience interested in their content, products, or services. People discover videos in many ways; they search on YouTube, they watch videos suggested to them by friends, and they click on embedded videos as they browse the Internet. Promoted Videos allows your clients to reach their audience wherever they are by placing their video on relevant YouTube search results pages, video watch pages, and Google's network of publisher sites.
Promoted Video campaigns can be created directly in Google AdWords, which means it's easier than ever to run campaigns and drive traffic to your client's videos. Like AdWords, Promoted Video campaigns are targeted by keyword and priced on a cost-per-click basis. You can place bids, select where you would like your client's videos to appear, and set daily spending budgets all within the AdWords interface. This integration will provide a single destination for your overall Google ad buy, and will give YouTube advertisers access to campaign tools in AdWords.
We know that many of you want your viewers to visit your website after watching your video, so we've built Call-to-Action overlays into Promoted Videos. Advertisers will be able to add a clickable overlay to their Promoted Videos, allowing them to drive viewers to a website off YouTube. This means you can track the performance of your video and whether your viewers are converting into customers.
We hope that Australian partners of all sizes will take full advantage of this opportunity to grow their audience here and around the world. Visit adwords.google.com.au to get started today or sign up for a webinar about Promoted Videos to learn more.
Posted by Jay Akkad & Matthew Liu, YouTube Product Managers This is a partial cross post from the Official Google Australia Blog
