YouTube Insights Hangout – August 7th | YouTube Advertisers

YouTube Insights Hangout – August 7th | YouTube Advertisers

Tara: Hi everyone, and welcome to YouTube
Insights Hangout on Air. I’m Tara Walpert Levy. For those of you who are joining us
for the first time, this is our quarterly insights jam where we talk about the latest
insights for brand marketers. What does that really mean for you with industry experts?
In this episode we’re going to be talking about everything from the World Cup to what
the biggest social network actually is and why that may surprise you to how to take advantage
of the mobile and social opportunities with online video. As always, you can find the
latest YouTube insights report at Today, we’ve got four awesome experts with
us to help share their point of view and bring these insights to light. Guys, I’m going to
go ahead and let each of you introduce yourselves please. Adam, why don’t we start with you? Adam: Hi. I’m Adam Schlacker [sp] the Head
of [inaudible 00:0057] North America. I’m basically overseeing our [inaudible 00:01:03]
capability in the U.S., as well as all the major advertising partnerships. Activations
that you set up [inaudible 00:01:14] things that we’ve done [inaudible 00:01:15], things
that we’ve done with YouTube, of course, and work with a variety of our key clients, American
Express being the biggest. Tara: Awesome, welcome. Todd, you want to
go next? Todd: Sure. Todd Barrish, I head up our Strategic
Partnerships group in Maker [sp] Studios. I’m one of the original folks over here, been
here about three years at Maker. We’re creating branding content and everything under the
sun. Tara: Very cool, and we’re thrilled to have
you. Mike, you’re practically a regular here, Mike. Thanks for coming back. Mike: Thanks for having me again. I’m Mike
Henry, I’m the CEO of Outrigger Media, we’re a software and analytics company. Our platform,
OpenSlate, measures and scores YouTube content on it’s valued advertisers. We’re really focused
on the role that content plays in brand advertising success. Tara: Great, and then last, but certainly
not least, Hamich, we’re excited to welcome you to the show. Hamich: Hey, what’s up? I’m Hamich Priest.
I work at [inaudible 00:02:18], I look after Global Media Product brand and I’m also responsible
for brand publishing [inaudible 00:02:25] across the YouTube brand. Tara: Very cool, welcome. You guys notice
how look after seems to be the latest turn of phrase for describing what we do? I like
that, I look after things. At the latest YouTube insights report, talks about how passions
drive purchases, which sounds very exciting on every front. We thought there’s no better
way to start that conversation than to pick up on one of the biggest passions of the last
couple of months, which is the World Cup. I don’t know how much you guys actually watch
the World Cup, I watch some. I actually had to speak right after the U.S./Germany match.
I was very anxious about that and it worked out well because I could stand up and say
it’s just like investing in digital, even when you lose you win. But what we’re seeing
on YouTube is it turns out that people were enormous fans of the content, of course, of
the matches themselves, but they were also enormous fans of the ads. Since April, people
have watched more than 1.7 billion minutes of World Cup advertising on YouTube. Just
to put that in perspective, that’s roughly six times more than what we saw in this years
Superbowl. We saw a lot of the most highly viewed and shared spots coming, probably not
surprisingly, from sports and entertainment brands. Folks like Nike, Beats by Dre, Adidas,
Samsung, all of those taking top spots on the YouTube ads leader board. I’m curious, why don’t we start with you,
Adam, because you see a whole host of folks. When you think across the portfolio that you
see and the events that just transpired, what did you see that was special about this world
cup or any different from four years ago for brands? Adam: I think, to be honest, there’s passion.
Clearly one of the most passionate audiences, football games, soccer, depending on what
country you’re in, being one of the most popular sports on earth. Brands embrace that. They
step up in way, they create content, more than advertising, that was relevant and spoke
to the hearts and minds of fans. Whether that was incorporating players or incorporating
people in everyday situations, playing soccer, like some of those non-ad ads that got passed
around the web. We’re creating compelling content that went along with what was happening
[inaudible 00:05:00]. But hits, as you saw, [inaudible 00:05:04] misses. I think we have
a long way to go before brands find the right, the most appropriate ways to seize the moment
as things are happening, restraint as things are happening and not jump into a conversation
or moment in time just because it’s happening and we’re all within this real-time world.
It was definitely bigger and better than I remembered it, I think, and certainly more
buzzy than some standalone events like the Pulitzer or the or the Superbowl, because
we don’t have time, and over that time I think smart brands developed a narrative that continued
throughout. I think we’re going to start to see more and more of that, particularly in
live global events. Tara: Cool. Are there any brands that pop
to mind for you? I mean, we certainly have the People’s Choice on the ads leader board,
but anything that just really impressed you as a marketer? Adam: The stuff that Beats produced I thought
was really compelling. It felt like you were experiencing one of those rituals where a
lot of pleasure going to the common denominator, being music. I think a lot of people can relate
to that. Then, of course, I think it [inaudible 00:06:22], we saw a host of things. But also,
I think the things that we saw [inaudible 00:06:29] were probably limited. I didn’t
get to see what happened around the globe on the markets. It’s nice to hear from some
of the other guys the things that they saw that they think we might have topped the moment
[inaudible 00:06:40], especially given the rabid fandom in some of the countries in markets
versus [inaudible 00:06:47]. Tara: Cool. Well, Mike, you see a whole lot
of this at scale as well and not just here but more broadly internationally. What trends
did you see around the World Cup? Mike, you there? Alright, Mike’s going to miss his opportunity. Mike: Hello. Tara: You there? Okay, good, you’re back. Mike: Sorry about that. Tara: I didn’t want to deny you the opportunity.
We were talking about how a number of brands took advantage of YouTube in this years World
Cup and Adam was saying he was interested in hearing more about what other folks had
seen and, in particular, what they had seen around the globe. I know you guys see really
fully at Scale, wondering what you saw this time around. Mike: Yes, what we saw was…You know, with
OpenSlate, we measured and scored about 20,000 channels on YouTube, and of those 200 or so
channels, about 2,000 are brands. Of those 2,000 brands, we identified about 20 that
had really well-defined World Cup strategy content strategies, and we took a special
look at those. Eight of those 20 appeared in our top 50 brands as of July 15th. It started
around the end of the World Cup. Just two of them, two out of the eight that we were
looking at, Nike football and Adidas football, were full-time soccer channels. The rest,
like Beats by Dre, was on that list, Visa, McDonalds, they were all…You know, what
we’re talking about here. They were appealing to a passion in a really authentic and meaningful
way and putting a lot of great creative behind it. I got to say, the one that stood out the
most for me was the goal created for McDonald’s, which, I don’t know if the produced that especially
for YouTube, but it got about 6 million views. What was awesome about McDonalds and their
thought process in terms of appealing, not just to the passion of soccer, but also to
the people of YouTube and the way people consume content on YouTube instead. The video was
soccer trick shots. Anybody that follows YouTube knows that that is a genre and DudePerfect
with his 3 million subscribers and 22 million monthly views does a great job of that, and
in McDonalds case they made a minute and change long video that looked like a DudePerfect
highlights reel, but specifically for World Cup soccer. It was awesome. We saw some [inaudible
00:09:10] who did a really good job and we saw a few absolutely kill it. Tara: Cool. That’s a great example, I really
enjoyed that one too. It’s interesting, neither of you mentioned one thing that we saw that
really sort of lept out, which was the percentage of viewership that was happening this time
around versus 2010 on mobile. It just absolutely went through the roof. Which, I mean I guess
it shouldn’t be terribly surprising, right? It’s all over the news and in the U.S. on
YouTube now 45% of the total views in general are on mobile. But it’s interesting to see
how people are treating these screens, especially you here everyone talking about their second
screen strategy, but clearly, in particular for the 13 to 34 year olds set, I meant that
smartphone is their first screen. I’m curious, and Todd, maybe we go to you on this one since
you’re in the process of making content every day. When you think about the multi-screen
experience that’s available through YouTube or other platforms and think about how you
build either specifically for that or for a cross-screen experience. How does that effect
your strategy, your execution, the actually creative. Todd: I think for us it’s, obviously, mobile
is massively important. Like you said, about 45% of our mobile viewership happens on mobile
devices. Whether tablets or handheld. Tara: So you’re right on the average. Todd: Yep, you got it. We do a lot of techniques
to make sure that our content displays well on mobile. Making sure thumbnails are rendered
properly or sized properly so that they work correctly on mobile devices. Things like annotations
are turned off on mobile, so we make sure to duplicate those links out on description
boxes. I think, for us, it’s really about creating some corporal urgency around the
content. I pointed to the 45% average on our content, but look at something like Epic Rap
Battles of History. In the first week of launch on those videos, we generally see 60% of those
views come across mobile. Tara: Wow, that is amazing. Todd: Yeah, and it shows the fact that these
kids, these millennials that are largely our audience on that program specifically, they
want to see the content immediately, right? They want to be the first ones to watch the
new Epic Rap Battle and talk to their friends about it, wherever they can first, and traditionally
that’s…Well, not traditionally, but more and more that’s on their handheld device.
I think, for us, it’s really about creating great content, content that has a sense of
urgency around it where it is kind of the water cooler talk or whatever the kids call
it these days. I’m going to go view it now and share it with my friends. I think, you
know, like I said, there are certain techniques we look at to make sure that things look right
on mobile, but I don’t know if it’s necessarily programming strategy. I think it’s create
great content and make people want to see it and need it. Tara: Cool. Well, I feel like I can’t turn
around these days without seeing Epic Rap Battles, so congratulations on that. Todd: Thanks. Tara: It’s interesting, that distinction of
when you think about mobile, is it simply about enabling the same great content to be
experienced in a high quality fashion across every screen, or is there anything that is
more particular to the on-the-go experience. Hamich, how’s Unilever think about that? How
do you think about mobile and connecting with your target consumers through multiple platforms?
Uh oh, we don’t have you. One of the challenges with new platforms is that you get a little
bit of this, they’ve got to improvise on the fly. Hamich: What about now? Tara: Yep, you’re back. Hamich: Sorry about that. I think mobile’s
a really fascinating area. I think reaching mobile’s an acid test [inaudible 00:12:48]
rams. Rams who really get mobile [inaudible 00:12:53] high quality advertising, because
it really pushes you to think about the person, because it is such a personal device. Mobile
provides us with direct access and personal accessand I think that that requires brands
to really creating a meaningful brand and because of the personalization alternative
that mobile provides [inaudible 00:13:23] see a lot more personalized, customized content.
Mobile [inaudible 00:13:30] a lot more content, a lot more personalized content [inaudible
00:13:38] and Android screening as well as you pointed out. That’s what we really see
in the developing markets. I think that in developing markets mobile becomes even more
important because it is that [inaudible 00:13:52]. In some places like India where [inaudible
00:13:58] dark and arid [inaudible 00:14:00] promotional ties. Unilever’s created a channel
to mobile where [inaudible 00:14:05] service, you get 15 minutes of entertaining advertising,
intermittent advertising. [inaudible 00:14:15] for example, they’re making plans to use a
people-first approach [inaudible 00:14:21]. I mean, that’s the challenge that mobile presents
is really thinking about the [inaudible 00:14:27]. Tara: Yeah, I think those were great points
and in particular you make a terrific point that it’s very U.S. centric to think the mobile
is the first screen only for the under 35 set, when in so many places around the world
and in many cases it’s the only screen. I think that’s a really great point. It’s interesting,
and I think mobile is now sort of at a sufficiently buzzy point that it’s possibly even eclipsing
or it’s sort of the only thing threatening the buzziness of social, right? You hear lots
of people saying “Oh,” you know, “mobile is the new social,” and so on. Whatever you think
about it, they’re clearly two concepts that are very tightly tied, and when you talk about
personalization and the opportunities that are available to do that through mobile or
other one to one connection points, it’s particularly interesting to see how that multiplies when
the one to one becomes not just brand to person, but person to person, friend to friend, about
brand. It’s funny, Compete reported last month that YouTube has now passed Facebook as the
largest social media site. Some recent stats from Millward Brown show that 18-34 year olds
are sharing or commenting on videos on YouTube 10 times more than on other video sites. I’m
just curious, Adam, does that surprise you? The 10 times number is a little dramatic.
I’m not sure that everybody today really even thinks of YouTube as a social platform as
a social platform, much less a social platform that’s bigger than Facebook. How do you think
about that? Adam: YouTube is a really robust community.
It’s a community of creators, it’s a community of fans. It’s a community of storytellers.
[inaudible 00:16:10] utility, it’s quite rich. In any community there’s going to be conversation
and there’s going to be opportunity for people to participate in different ways. Customers
brands and creators alike. I definitely have that view, we definitely have that view, YouTube
being a really robust social network. Bigger than Facebook, I don’t know, hard to say,
depends whose numbers you’re looking at or in what context, but I don’t think that actually
matters as much. I think what matters is the context which that’s within. That’s a tongue-twister.
It’s only Thursday, right? It’s been a long week. I think, for smart creators and smart
marketers to really harness that power of that community and those conversations, that
just speaks in the language of what resonates well on YouTube, and I think, to your point
about we’ve all seen Epic Rap Battles, we’ve seen the great marketing push that you guys
have made. I think a lot of people are aware that the type of content the communities on
YouTube that exist on YouTube and that they can engage with them [inaudible 00:17:22]
there. Now, it might be different than what they do on other social networks, and that’s
okay. [inaudible 00:17:29] certainly equals [inaudible 00:17:30] reasons, and the reasons
for being and the reasons for brands to believe in different platforms and networks recently
about their activity around the World Cup. Obviously, they [inaudible 00:17:47] as well,
so did Facebook. They were all platforms that connect to different things in different ways,
often times in pretty complimentary ways. Often times they’re not these wall pardons
that exist in isolation that you have to have something that’s really super distinct in
each place and [inaudible 00:18:10]. It’s not surprising at all, the stat that you mentioned
earlier about consumption via mobile. Mobile is social [inaudible 00:18:24] if it’s done
right today. As the lines continue to blur, I just think we’ll continue to see more and
more of it for a lot of events for, for all forms of content that get produced and distributed,
and for all different types of communities will come closer together. Tara: Yeah, I think that, I think that makes
a lot of sense, and it’s interesting because we hear a lot about how brands are putting
together complimentary platforms and how that’s working well for them. What we often hear
struggle is thinking about how do you apply some of these things to different formats,
in particular YouTube. One of the things we hear a lot about is “Well, how do I really
take advantage of the social nature of video in a way that’s either similar or different
from text or image.” Hamich, I know this is a big part of what you look after at Unilever,
how do you guys think about the social aspects of online video and what advice would you
have for any of the brands out there that are trying to be more aggressive with it. Hamich: Hey, sorry, I think it’s really interesting
to look at YouTube as a social network, mostly just a video channel, because it makes you
approach and think about it in a different way. I think one of the things that we’ve
done as we approached YouTube and created content for consumers on YouTube is to think
about how it’s going to resonate best. We tend to parler a lot with bloggers and people
who are native to the channel and the era of YouTube in some ways. In order to be a
voice about brands online, I think that getting that right is really fundamental to getting
YouTube right. Obviously, when it comes to premium advertising and [inaudible 00:20:09]
a bit more sure your typical teen’s going to be adjusted to it. You really want to win
on YouTube in terms of [inaudible 00:20:17] content, I think we have to be mindful of
that social nature. That is important, and even more so, with even relationships that
YouTube has had with it’s backgrounds are really inspiring the community it ran off
of, but this is where brands could get to you in terms of having dialogue with consumers
online. I think that that mindset [inaudible 00:20:38] on a social network is really important. Tara: Alright. If you’re looking for partnerships,
Hamich, have you met Todd? Todd, Hamich. To that point, Todd, we hear this a lot, actually,
that a lot of places or brands are seeing success or having the most comfort is in partnership
with content creators who are native to whatever platform they’re trying to make progress on.
In this case, YouTube. When brands come to and ask for your secrets of success, what
do you say and how do you help them? Todd: I think we hit on a lot of it, but the
fact is this is a massive massive social platform. When we look at it, when we look at this relationship
between our content creators and the fans, it’s very much a different relationship than
a traditional celebrity has with their fan base. There is no wall between creator and
fan, they feel like they know one another and they can have an informal conversation.
We really drive off that aspect of their relationship. When we are working in France, we try to get
them to understand A, this [inaudible 00:21:41] fan base exists and moves a lot quicker than
these folks talk to them. More so than if you have [inaudible 00:21:47] celebrity [inaudible
00:21:48] special on this platform, and two, utilizing social aspects of the platform,
and you can afford to see [inaudible 00:21:53] or you can add comments to have discussions
back and forth. Certainly when we’re working with local brands, we bring that aspect into
the conversation. We did a great piece of work a while back now for a film called Pitch
Perfect where we invited thousands of fans to participate and sing along with one of
our YouTube stars. It was something where they all jumped on board, because they not
only wanted to be seen and be part of the experience, but they wanted to see their friend
Mike Tompkins [sp], who was the star of the video, do really well. They want to empower
these guys to be bigger and better and do greater things. Those things happen when the
brands connect with the actual [inaudible 00:22:27]. It’s a really interesting dynamic
where the fans are really rooting for these guys and gals to extend the level of their
content and increase it on behalf of what they’re doing with brands. It’s really a symbiotic
partnership, more so here than I think we see across any other platform. Tara: Cool, that makes sense. I can’t believe
I missed that Pitch Perfect promotion, that sounds awesome. We’ve got to make the next
version of this acapella. Just building what each of you has said, we’ve been talking about
passions and how you tap into passions and their are different ways to do that on the
go and conversations with friends and by tying into big live events, but the question is
to what extent does that really drive sales at the end of the day? We recently did some
research with TNS and Ogilvy that drove a lot of the insights in the report that suggested
that tapping into these passions and interests is a tremendously powerful way to drive purchase,
but I’m curious to hear from you guys. Are we smoking our own whatever the completion
of that analogy is? Or is this something that you’re seeing more broadly? Mike in particular,
when you think about all the things that you see in terms of how brands and content creators
are engaging on the platform and how consumes and people tell you they are reacting to this,
what’s your hypothesis about does this actually move people to action or is this just entertainment? Mike: It’s a great question, it was a great
report and we’re fascinated by the subject of passions and how you can succeed more based
on how focused you are on passions. We’re actually working on some new research on that
front right now. What we’ve done is we’ve actually taken a look at subject matter density
for 200,000 ad-supported channels on YouTube. What we’re doing is we’re sort of stack ranking
them based on how much they publish into their primary publishing category. That make sense? Tara: Yep. Mike: So we’re looking at the top overall,
so overall hundreds of categories, the amounts of content a channel puts into its primary
subject matter is about 14%. That’s what we found on average. Then, we looked at the top
20,000 and that jumps up to 29%. It’s a huge difference between the average and the average
of the best. When you look at the top 1,000 channels, the amounts of content that they
publish into their particular passion, if you will, whether it’s a brand or just a regular
channel, is 44.6%. From 14% to 29% to the best channels on YouTube by any measure are
publishing almost half of their content into just one thing that they’re really passionate
about. It makes a difference. The top 10% by that same stack rank has 192,000 subscribers
versus the bottom which only has 9,200 subscribers. Tara: That’s actually fascinating. One of
the things that jumps out most and I’m just curious about is I’m actually surprised those
numbers aren’t even higher, only from the standpoint of just picturing Patagonia or
a brand that has a clear passion point and wondering what are even the best doing the
other 51% of the time? Mike: There’s hundred of different things
that you can do a video about. Even if you think about some of the biggest ones that
are out there, I mean CuteyPie is on the top of the list actually by any measure, but he’s
on the top of his list just about in regards to subject matter concentration. Something
like 88% that are video games, but as you start to pan out and you think about all the
different things that you can do a video about you might be doing something different one
day to the next. One day it’s fashion, one day it’s fitness, one day it’s food. It can
still be grouped around your personal brand as a YouTuber. What we found and we’re going
to release in this research in a few weeks is that unmistakably, undeniably, the more
focused you are on a passion as a producer on YouTube, the more successful you are. Tara: That makes a lot of sense and that’s
interesting. That actually corresponds pretty tightly with what we saw in our research as
well, because I remember Tina cited two thirds of beauty purchasers said that they were heavily
influenced by content on YouTube that let them visualize how those beauty products would
fit in with their lifestyle. Similarly, the other one that pops to mind is almost three
quarters of the auto purchasers were heavily influenced by YouTube because of how they
could see the in-action vehicle videos that let them feel like they were behind the wheel
of a car. To your point, no one said it was influential because they have just this really
inspirational discussion about vulnerability and global change. Maybe that actually is
fantastic for selling products that relate more tightly to that, but that’s interesting
because it does [inaudible 00:27:11] closely with what you’re saying. Todd, I’m curious,
you also have such a diverse base of creators and brands who would participate with you.
How do you think about this topic of passions and using the ability to tap into peoples
passions to drive sales. Todd: We do have a really wide of content
creators. We represent 55,000 of them all and at first it was kind of a mish mash of
content creators. We solved that riddle by categorizing them by vertical and then playing
those different content creators with each other. We do have a really strong presence
for aligning beauty fashionistas along with one another to create videos around products
specifically. We have a number of brands working with us specifically on the beauty space.
Like Mike alluded to before with a beauty product, here’s a guy who is really interested
even in video games, seemingly a fairly niche market, but he plays them regularly. It is
his main content creation, and you see the fact that when we do integrate active titles
into his content, they move off the shelf and we have brand marketers coming back to
us with the data to support the fact that we’ve looked at sales well over 30% in this
specific period with video game titles alone. Furthermore, he’s a guy who has a fan base
that’s so connected to everything he does that he did a campaign for charity [inaudible
00:28:39] recently and raised over $1,000,000 in a month period. Tara: Wow. Todd: Now think about the fact that his audience
is largely 13 to 17 year old kids, a lot of piggy banks. [inaudible 00:28:49] Tara: Yeah, it’s amazing. Todd: They have to literally go through hurdles
and jump over fences to give money to the guy. [inaudible 00:28:58] in scale. It’s a
pretty phenomenal story. Tara: That’s amazing. Very cool. And Hamich,
what about you? Are you guys seeing soap fly off the shelves based off of this stuff or
what? I think you might have to click in with us again. Hamich: Sorry, I got muted. I think it does.
The best example we have is we launched a YouTube channel in a number of markets called
All Things Hair. This started about a couple years ago when we saw the massive opportunity
in the number of searches that people were carrying out around their passion around hair
care. Whether it’s for inspiration around the styles that you should have or for solutions
to fix some of their hair [inaudible 00:29:43]. We now have a channel with loads of content
created by YouTubers, some of which features our brand and we’re giving those pages [inaudible
00:29:54] add the products to their online carts. We’re seeing really encouraging results
with that strategy alone. Playing to peoples passions doesn’t necessarily [inaudible 00:30;08]
it could their proximity, which can be more authentic. Anything I think doing with passions
is a really clear way for brand development overall. So I mean that’s a [inaudible 00:30:22],
which is beauty. Try it over time, I think YouTube creates additional opportunities to
be even more [inaudible 00:30:28] relevant. The challenge for brands would be, for one
thing, that brand voice [inaudible 00:30:37] YouTube-shaped media environment versus the
30 second slot that used to occupy it. I think we’re making great progress, but it’s definitely
exciting, an exciting area. Tara: Yeah, I think that’s a real challenge.
I mean, many folks, especially many folks who are making the decision, can’t stand more
than 5 minutes of CuteyPie, despite the fact that he is one of the most popular celebrities
period, much less on YouTube, and thinking about how to adapt for a much more broader
array of content types and participation from their fans is really challenging. I’d be curious
just to hear a little bit more about that. You say that you’re making progress, and frankly
I observe Unilever as one of the more progressive on this front, but what have the objections
been and what has it taken for you guys to get comfortable? Hamich: The objections have been to producing
content for– Tara: Just to adapt in the voice. You were
describing adapting the voice from– Hamich: Well, yeah. There’s loads of examples.
For example, we have more brand, we have a program where we’re trying to get ideas about
what’s for dinner, and I think it’s just a weekly and monthly process of learning about
what works and what doesn’t, learning about how to produce the content [inaudible 00:31:48]
and effectively. I think we’ve got great talent around the world with our partners, so in
Africa we have somebody who works on it full time and she’s the voice of the brand, whereas
in other regions we take different approaches. Around the world there are lots of different
approaches we’ve taken and we have a process now of figuring out what are the winning formulas.
It’s something that we’re going to try to optimize in the [inaudible 00:32:17]. Tara: I think one of the things that will
help a lot and will get asked for it’s great to hear all of the tremendous anecdotes or
client instances about how a particular execution drove sales, but whenever you’re moving to
something new and particularly to something that requires a shift in how you think about
your entire strategy and creative like this, everyone wants to see the proof at scale.
They want to see measurement of sales, of traffic, at scale. While I think we’re making
a lot of progress on that, it remains one of our thornier issues as an industry. What
I see a lot of folks doing is focusing much more aggressively on some of the leading indicators
of sales that folks have always used, brand awareness, brand interests, etc., through
some of the new tools that are available, whether it’s Google’s brand Lift or the other
solutions that are in market. I see them sort of taking advantage of some of those tools
in terms of the ability to more rapidly get more precise data and to use those to optimize
campaigns mid-flight in a way that you just couldn’t do traditionally. Again, this is
something I think we’re all still wrestling with, so Adam, I’m curious, because, again,
you probably see this across a much broader swatch of clients. When you think about some
of the measurement tools that are out there that have emerged recently in the digital
space, are they helping? Is anyone using them? What do we need to do to help fill in this
gap between where we’ve been and where we’d like to be in terms of directly correlating
online activity in sales. Adam: That’s the holy grail, right? Is how
does this stuff in a known way and a significant quantity drive business. Often times, we’re
suffering from what are called quality of minds, what you would call analysis paralysis.
We’re overwhelmed by the data that we can get at. I can set with Mikes team at OpenSlate
and go through slate scores all day to find a video to target and all these different
levels of engagement. It’s great, because it gives me insight and perspective that I
never really had before, but I can go down a rabbit hole with it unless I’m coupling
it with other data that helps me form a really robust picture of my consumer on one end and
on the other end see what metrics are actually drove. When I do that stuff [inaudible 00:34:40],
which often times happens, not here but you just [inaudible 00:34:49] against each other
or you’re working against yourselves and you’re just throwing metrics that all sound well
and good but they all are isolated. Often times you could be optimizing yourself out
of something that you haven’t given a chance to see how it actually works. We could be
looking at things with blinders on and actually miss the connectivity between a customer decision
journey, how someone discovers content out there, affected by it, the other things that
they’re after, it’s hard. There’s companies like Simple Reach who we’ve partnered with
that have a very interesting way of tracking the…I don’t want to call it virality, but
how content travels and what the impact of it is and analyzing what’s working so that
you know when to turn up the volume and when not to and how that can affect other things.
There’s a tremendous amount of packages that we look at, obviously, external analytics
from other clients as well, but how you connect to paint a picture, and it’s a mosaic, and
it’s never going to look the same for any brand or any campaign. You have to have a
sense of what you want it to look like before you go it. When you see it, the other side,
you can understand what might have shaped it or what might have drove different forms
of it. From there you learn and you improve and you keep improving over time, but if you
look at all in isolation, you miss something, and if you think that you’ve found the holy
grail or the silver bullet, the one metric that drove one thing, you’re wrong, because
that’s never the answer. There are no silver bullets. Tara: Managing the mosaic, I totally love
that, I’m going to steal that going forward. Adam: Go for it. Whoever’s watching, you’re
all witnesses. Tara: It’s true, it’s true. I’ll always cite
you. It just sounds so cool, managing the mosaic. Adam: In that case, it’s yours. Tara: I guess Mike just one question for you
as the guy who would love for Adam to spend all day with your or two days or maybe even
three, do you have a similar point of view? Adam: By the way, Mike and I have spent a
lot of time together. Mike: Yeah, we spend our weekends together
just pouring through slate scores, it’s awesome. It’s so great. Tara: That sounds pretty fabulous. Mike: It is complicated, but there’s more
and more data. It’s going to be one part audience, it’s going to be one part creative, and it’s
going to be one part content. Obviously, we’re very focused on the content aspect. You can
overthink it, sometimes you have to go with your gut, but I think the closer you can get
to brand [inaudible 00:37:28] advertising success and then tying that back to elements
of those three things, content, audience, and creative, the more actionable it’s going
to be. Tara: Cool. Well, this has been an awesome
conversation. I always learn a lot and some of the things that popped for me in what you
guys talked about were this concentration of content around your passion, Mike, I think
is sort of fascinating and a real opportunity if, in fact, what’s out there today is as
diverse as it sounds like. That’s really interesting. Then also just thinking through what some
of the folks have describe in terms of the prevalence of mobile and social and how they’re
blending together and the ability to tap into creators or others who are native to those
platform to take advantage of how to do well or sort of shortcut past some of the objections
or concerns from folks who haven’t tried it before. But I would love to give each of you
the opportunity to…It can be a repeat of something you said earlier or something that’s
just popped to your mind to have one last word with the audience to…We’ve talked about
a lot of things, if you were going to give them advice in 10 words or fewer of what you
think is the single biggest opportunity for a brand to think about as they go about trying
to take advantage of more of the opportunities that are available in online video or in tapping
into passions more broadly through digital, what might that be? Mike, since you are a
returning guest, I’m going to put you in the hot seat first because you’ve had more practice
doing this on the fly. Mike: But less than 10 words. Tara: I’m not counting, so you be the judge,
but this is for the cheat sheet for all the people who are writing themselves a note about
what they want to take action on or what they want to tell their colleagues we talked about. Mike: Two things, and their interrelated.
First of all, if you’re going to be here, and for most brands it’s getting to the point
where you have to be here, you have to understand the space. Spend time in the space, look across
the passions that you may appeal to, but then pick a passion, pick a voice, be serious about
it, and own it. Tara: Cool, that’s good advice. I like it.
Adam, what about you? Adam: How many words did I get? Sorry, I had
to take a call. Tara: No worries, the mandate was 10 words
or fewer, but who’s counting? Adam: Know your audience. Tara: I like it. Not wasting anything on extra
words. That’s good. Timeless advice. Adam: We’re all about efficiency. Tara: Excellent. Hamich, how about you? Hamich: Yeah, I think know your audience keep
experimenting. Tara: Yep, excellent. Then to close us out,
Todd, your pearls of wisdom. Todd: I think it’s to remain authentic to
the platform. Utilize it as a social media platform and utilize the fact that the audience
does talk back. Tara: Cool, I like it. Okay, the audience
talks back, be authentic to that, keep experimenting, really know and understand that audience,
and spend time in the space yourself. That’s great advice. Thank you guys so much for being
here, I really appreciate it. Thank you to everybody who tuned in and be on the lookout
for the next YouTube insights report coming out in October. Until then, you can check
out our catalog at Have a great rest of the day everybody, take
care. Bye.


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