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Media and Communications

YouTube Insights Hangout – May 13th – 4pm ET | YouTube Advertisers

YouTube Insights Hangout – May 13th – 4pm ET | YouTube Advertisers


Tara: …of the YouTube Insights Hangout on
the Air. Thank you all for joining us. I’m Tara Walpert Levy, and I lead the Ads Marketing
Team for YouTube. And for those looking for our latest YouTube Insights Report, you can
find it at google.com/thinkwithgoogle, and type in “YouTube Insights.” The report contains
our quarterly stats and insights for brand advertisers. And today, what we wanted to do was we wanted
to elevate that conversation with four industry experts who can help us speak about some of
the key takeaways they see from the insights that we provided. So what I’d love to do is
just go around and have each of the guests who are joining us today give a brief intro.
And I will kick it off with you, Jonathan. And thanks to all of you for being here. Jonathan: Hi. Well, thank you for having me.
I’m Jonathan Anastas, I run all things digital at Activision. Tara: Great. Mike? Mike: Hey, good afternoon. And thanks for
having me, Tara. I’m Mike Henry. I’m the CEO of Outrigger Media. We’re a software and analytics
company that helps advertisers understand quality and value in native digital video.
And we do that primarily through a platform called OpenSlate. OpenSlate measures quality,
brand safety, and subject matter expertise for practically all ad-supported content on
YouTube in particular. Delighted to be here. Tara: Great. Glad to have you. Chris? Chris: How are you doing? Chris Paul, about
six months in to a new role at Edelman as the Global Director of Paid Media, trying
to take some of the techniques and the knowledge and the skills that was learned in digital
advertising communications and apply it to what Edelman does in the content marketing
and PR space. Tara: Cool. And Ben? Ben: Hi everybody. I’m Ben Dietz, I run Sales
here at VICE in New York, and I’m very pleased to be here. Thanks for having me. Tara: Fantastic. So we have a great group.
I’m really excited. You guys are all particularly relevant for the topic of this insights report
and this conversation, which is the 18-to-34-year-old audience, why these trendsetters matter more
than ever, how to connect with them when it’s getting increasingly difficult to do so in
a lot of the ways that we are used to. And what’s the impact from getting a little bit
more creative about how we reach and matter in the lives of this demographic? So all of you have either built or are intimately
familiar with campaigns for this audience. And so I’d like to start a little bit open-ended
with what do you think 18- to 34-year-olds really want from brands? Ben, this is the
heart of VICE’s audience, why don’t we start with you? Ben: Okay. Yes. Sorry, you’re gonna have to
call on one of us to get any of us to talk to you. Look, what 18- to 34-year-olds want
for brands is value, right? What they want is stuff that they can take and use and make
their lives better with, right? And that could be a great story. That could be a great product
hopefully. That could be great cultural capital that they can use to increase their prominence
in their social circles or just simply amuse themselves in downtime. So I think for us,
when we sit and talk to brands about the way that they engage through our system, we always
talk to them about what does the audience come away with that they didn’t have before?
What’s the story that they’re gonna tell at the bar tonight? What’s the tidbit that they
can take away and use that’s brought to them by your brand through our system and is in
line with your brand values and communicates something that you feel strongly about? Tara: Cool. Jonathan, you might prefer they
be more on the couch with friends than out at the bar, but it is largely the same audience.
What do you think they want from brands? Jonathan: It is largely the same audience.
I think Ben did a great job of covering what the 18- to 34- year-old wants from brands
in terms of content. The only thing that I would add to that is they want the content
they want, when they want it, on the device they want it. And I think that’s a huge cultural
shift, right? As an advertiser, I can’t just deliver a linear television message to them
and expect that they’ll be sitting in front of that box when I want them to at a point
when they can act on it. So we really try to be a transmedia publisher. Almost half
of our video consumption takes place off the television and on a mobile device, either
on a tablet or on a smartphone. So I think, again, Ben nailed the what kind of content
they want, and I think it’s really important to think about how it’s delivered. Tara: I think that’s a really great point.
And it’s interesting, some of research in the report talks a little bit about how they’ve
self-articulated that this 18-to-34-year-old audience really wants more connection with
brands, around their passions and interests on an on-going basis, as you say, so when
and where they want it, as a core part of their lives. And they actually bring it up
as they want that as distinct from a viral hit, which often tends to actually get more
of the attention in the press. I’m just curious, Mike or Chris, when you
think about it, you look at cross brands and across what they do, do you see this trend
playing out? Are these guys self-reporting accurately? Mike, does the report you guys
produce give us any insight on this? Mike: Yeah, sure. It does, and I’ll come back
to the report, I think, specifically to that question of having a bit more of a realist
perspective on this. We’re fascinated by what brands do as constant producers, where they’re
gonna inform or educate or socialize or entertain. I think that we have to be realistic that
these 18- to-24-year-olds, they don’t want anything from brands specifically. What they
want is the same, whether they’re looking at a brand or at content producer. And they
don’t actually want anything in particular from the brand. But if that brand can align
closely with something that they do want, then that brand’s got a pretty good opportunity
to engage, and that’s whatever they’re focused about. Tara: Cool. And the report that we’re referring
to is the recent Top 500 Brands on YouTube report. I think you’d also highlighted that
these brands have driven their monthly views by 70% in 2013. And it’s interesting, some
of the things there, I suspect, won’t surprise many of the brands who’ve been following along.
The beverage category popped as having the most views, probably due to folks like Red
Bull and Pepsi who have been incredibly active on the platform. But what might be new news
is the fact that education has a vertical, had actually driven the most subscriptions
to content. And I’d just be curious, again, in hearing
a little bit more about what do you make of the trends that you showcase in terms of brands
who are very successful in driving connections with these viewers either through subscriptions
or through views? Mike: Yeah, sure. I think the most important
thing at a macro level that we saw from the study…so we looked at the top 500 brands
on YouTube out of about 3000. And the most interesting thing that we saw was that…we’ve
been doing this for three years. OpenSlate has been tracking this data for three years,
and it was a massive building year for brands. And you see that in the headline stat that,
on average, they grew monthly views by more than 70% year over year. I think they drove
subscriptions by a similar measure. So they’re investing in the platform in many
different ways, and they’re getting a very big ROI. There’s a lot of engagement stats
in the study. We also started to see some interesting stats develop with regards to
a brand’s ability to convert a view to a fan or a subscriber. And on both sides of the
report, you see a pretty even split between brands that are succeeding in doing it and
ones that are challenged. On average though, it was interesting to see that they’re finding
it about three times as hard to convert a view to a subscriber as the most popular channels
on YouTube, the most popular brands versus the most popular content channels. So it’s interesting. And there’s definitely
a challenge, taking to your point, Tara, of taking the virality that may come from a hugely
successful campaign like that which Lipton did with the Muppets in Q1, which was fantastic,
a lot of views, but they struggled at trying to get those people to think of Lipton as
someone who might otherwise entertain them on a regular basis. I think that’s one of
the key challenges for a brand. Tara: I have no doubt…I’m sure you get this
question all the time, we certainly do, which is, what are the best practices for driving
sustained engagement with a brand on YouTube? I see you nodding your head, Chris. Do you
wanna comment on that? Chris: Well, I think that for a lot of brands
who have evolved into creating more regular content to the point where it becomes habitual
for the viewers and the consumers to realize, as Mike was saying, that there’s more to this,
and that it’s worth coming back and it’s worth engaging…I think it’s also incumbent upon
the brands, especially those who are trying to break in, that they actually engage the
community and treat YouTube like a community where comments that are coming back toward
the brand and questions that are coming in that way…you may have to invest in some
resource to actually answer those questions and demonstrate to people that it’s not a
one-off thing. We’re not treating it like a broadcast medium. We’re treating it like
an interactive medium, which is what it is. So foster that conversation and engage with
your biggest advocates, and you’ll see more of those converters to regular engagement
and subscription. Tara: Well, it’s interesting you bring that
point up. I think one of the things that we also highlight in some of the research about
18- to 34-year-olds is that these folks really do view platforms like YouTube as not just
an entertainment destination, but a fundamental part of their lives or a lifestyle destination.
And it’s because of this participation and authenticity that comes from having that kind
of community. But that’s hard to action against. And I’d be curious to hear, maybe starting
with you, Jonathan, how have brands that have been successful done that? Call of Duty has
2 million plus subs, which is amazing. Could you just share a little bit of advice for
other folks out there about how they might be able to replicate your success? Jonathan: Sure. I think we take a couple of
big tenets that are driving everything that we do right now. We’re really playing at both
ends of the spectrum, and we really believe in an hourglass content economy when it comes
to marketing. And it’s very funny, because this panel includes two of our partners. Edelman
is one of our partners, which we did a serialized show for our brand, Skylanders, that lived
at the bottom of the funnel, which is very regular, low production value, using the YouTube
community, answering a lot of questions, serial episodic stuff. And that was hugely successful. On the other end of the spectrum, for Call
of Duty, we just completed a partnership with VICE where we did an actual high production
value documentary of which there was a short form piece that’s out now and a long form
piece that’s coming. And in both cases, hugely successful, but took both of those opposing
viewpoints. Again, one very high production value, take a very high profile media partner.
On the other end of the spectrum, very community-focused, very bottom-of-the-funnel, very Q&A, driven-by-the-community,
and UGC. And I think those are the two ends of the spectrum that are driving the most
successful brands. Tara: That’s awesome. Jonathan, I’d be curious
to hear your point of view on that. You guys have pretty fundamentally redefined the definition
of what documentary actually is, and I actually loved seeing…I made a comment the other
day that part of how you did that was by handing the handlebars to the kids, that the content
is actually produced and created and curated and driven by the very 18-to-34-year-old audience
who watches it. Curious to get your point of view on that and how that extends to brands
who may or may not have that at their disposal. Ben: Well, I think that every brand has it
at their disposal in the form of their agencies or an increasingly large crop of media partners
or YouTube creators or whomever it is that can help them bring this stuff to life. I
think that the more imperative question is how do you make that stuff in the voice of
the audience, right, so that they will consume it, they will engage with it, they will share
it. But then also how do you marry that voice of the audience with the brand’s essence,
position, products, etc.? Look, I think that we are sitting in a really interesting historical
moment, and Jonathan hit on it a minute ago, where changes in media consumption through
devices and through platforms are a fact of nature every day. We can afford to hand the handlebars to the
kids because the kids grew up in the last decade with Burger King as their friend on
MySpace, and Call of Duty as their television, and VICE as their news source. And so they
understand fundamentally what the tone to take is without us doing too much instruction.
I think brands get it wrong when they start to tell their agencies, “Kids,” whomever,
that “No, this is the way we do it.” It’s much more important to say, “You know what?
You’re the audience. The language that you speak is yours. I’m gonna take a step back
and let you say it. And then I’m gonna try to inform you ahead of time with guard rails
and after the fact with constructive criticism on the ways that we could have done it in
a more…” And I was gonna say “palatable,” but that’s wrong. “In a way that is more agreeable
to everybody.” You gotta just take a leap. Tara: Take the lead. I like it. Well, so to
that point, it’s interesting you mentioned that the changes in media consumption are
a fact and that are happening every day, which is, of course, what we believe, too. And it’s
interesting, Nielsen has come out with data that says, just as an example, that YouTube
reaches more 18- to 34-year-olds and actually 18- to 49-year-olds than any network and cable
television. And yet I think the brand movement on that front, and that’s just one example,
has not been as fast as people have expected. So it’s interesting. Variety came out this
year and said, “Okay, this is actually the first time ever that online spend has surpassed
broadcast television,” which I think is a pretty major shift in our industry. I’m not
sure yet though that it’s actually been driven aggressively by brand advertisers as opposed
to by performance spending. And so I’m just curious…and Chris, you see
this across a wide swath of clients. Do you think they would agree that this change in
media consumption is fact? And do you think they’re acting fast enough to take advantage
of that? And what’s driving that? How could we help? Chris: Well, I think the reports come out
every year showing that…I don’t know if we’ve actually surpassed TV spend. I’d be
really surprised if we surpassed TV spending at this point on the digital side. But what
is definitely true is that you consistently see reports that show the differential between
the money spent on a given channel and the time that users are spending in that channel.
And there’s a widening gap and a discrepancy on that. And I think mobile is one of the
ones that demonstrates that the most aggressively. And I think the problems for brands…and
they’re real problems. This isn’t just a matter of people not adapting or not moving quickly
enough. It’s that the actual formats for designing and creating for these platforms, it’s not
necessarily easy. Responsive design is something that’s really only been fairly recently introduced,
and I think the technology to enable brands to create a single asset that can be adapted
across multiple platforms isn’t necessarily where it should be yet. And I think if we
move faster on that front, it will help the adoption rate. And I think also a lot of brands don’t necessarily
see YouTube…even though the reach is there, it’s not a channel with a linear set of programming.
You have to pick your battles and pick your audience within YouTube across the range of
content that’s out there, some very brand-safe, some not so much. I know we’ve worked with
our friends at Outrigger to work within their model about how they rank the relative brand
safety of different content pieces and different content channels, and that’s been massively
helpful. I think we need to see more of that from our partners and from the YouTube site
to help brands break in and start putting properly formatted communications in front
of the right content. And I think if we solve for that, which is no small feat, we’ll start
to see more of that money transition over. So I think it’s a matter of careful audience
selection coupled with responsive design and careful design on the actual communications
format. Tara: I think that makes a lot of sense. And
it’s interesting. We hear a lot of those same concerns. And quite frankly, we actually also
heard that YouTube can be, and I think this is true of many of the online properties…but
that YouTube can be harder to buy and harder to measure. And so we actually launched into
the upfront this year a new offering called Google Prefer, which is intended to get at
some of what you say, right, which is to have the top 5% of YouTube content, which has a
more clear, premium quality bar for advertisers who are worried about brand safety and relevance,
and aligns much more with Nielsen and ComScore and folks who provide the measurement currency
for the business. But it doesn’t address one other question
that we hear all the time, which is, “Okay, but how do I really know that we’re driving
results?” Right? “So okay. Fine. I’ll test. I’ll experiment. I get that this is where
the future is going, but I’m responsible for sales day in and day out.” And I’d be curious
to hear, especially from Jonathan, to start with you, you’re a brand that has all of these
same concerns. How do you think about success? And what gives you both courage and pause
in terms of shifting marketing focus? Jonathan: I’ll give you two definitions of
success. We did for the launch of Call of Duty last year a live television show. And
that live television show was broadcast in the masthead of YouTube, live on Spike TV,
on the Xbox Live dashboard, and on our own website. And for live [inaudible 00:18:20]
have not even [inaudible 00:18:21] post live views, television was not the winner. Television
came in third. And that was a very eye-opening experience for the C-suite to be from a live
[inaudible 00:18:33] experience, television did not win. Forget even [inaudible 00:18:36]
views over time. The second part of how we define that is we
run comms trackers monthly and we look at what every one of our major assets and every
one of our major marketing beats does relative to brand awareness, brand consideration, purchase
intent. And so we can look at YouTube-driven marketing beats versus television-driven marketing
beats, and asset versus asset. And we are a company that primarily sells our product
in shrink wrapped boxes in stores, so we can’t see that one-to-one sales that an Amazon could
or somebody else. But we can definitely see the drivers of purchase intent. And a great
digital asset can have a huge driver on purchase intent. Tara: That’s awesome. I need to follow up
with you on that. Mike: Some great case studies there, I think. Tara: Yeah, absolutely. And Ben, I’m curious,
is that similar or different to how either you at VICE or any of your brands define success
and think about measuring it on the platform? Ben: Well, I think one of the big parts of
our narrative has been the success on the platform, on the YouTube platform in particular,
when we started with our premium channel a couple years ago, was based on a certain kind
of programming, right? It was stuff that was snackable, stuff that was short, hosted, topical.
And we turned ourselves inside out trying to make that stuff and failed, basically did
a very poor job of it. So when we retrenched and we started putting up longer content and
suddenly saw a spike in our subscribers, suddenly saw a spike in the watch times and the video
views, we realized that A, we could continue doing what we had always done well and that
excellent stuff would win, but B, that the more valuable metric for us and in communicating
brands, the value in our ecosystem is the time spent with the content, right? Because
the more time they’re spending with your brand, with content that aligns to your marketing
objectives and is timed to coincide with your product releases, the more value you’re gonna
get, not only in the moment, to the point that Jonathan made, but also just in terms
of long term affinity, right? So for us, we judge success, yes, on video
views, yes, on the number of times the things are shared, the ratio of content’s likes and
dislikes. But mostly we really try to judge it on watch times and the length of time people
spend with content, because that’s to us the true sign of longer term equity-building value
for our brand partners. Tara: That goes back to what you said earlier
that the audience wants, which is value and utility, etc. Ben: Yeah. You can’t emphasize enough that
if you give anybody, right…if you give your friend a great story to tell, the next time
they interact with someone, they will love you for it. If you give your audience, your
customers, a great story that they can transmit and that makes them cooler, gives them a premium,
gets them laid, gets them to be the center of attention, wow. You really win. So, yeah,
think about that value, and think about how they’re gonna transmit it for you, and that’s
the answer. Tara: Cool. So the one metric you guys did
not mention when you talk about driving brand interest was searches. And that’s a little
bit of a new entry into the various range of signals that you could consider. We just
launched a tool, it’s part of our brand lift solution, that looks very specifically at
what is the lift in brand interest that you get off of searches on Google.com based on
your YouTube campaigns. And the reason we did it was because of the interest of folks
who mentioned…and the challenges, frankly, that they mentioned in trying to do it manually.
So this was our effort to do it with more scale and speed so that it could actually
help people mid-flight. Just curious, Chris, you look, again, at a
lot of campaigns. How have you used search as a proxy in the past? And is it something
that you think makes sense to be in our core arsenal? Or does that only apply to a very
specific set of advertisers? Chris: No, I think it’s a very broad value
proposition for you guys. I’m glad that you formalized it recently. Because in the past,
we were trying to do it ad hoc by ourselves. This was work I was doing with a bunch of
brands a couple lives ago when I was at Digitas. We knew and we always felt that paid search
as a branding vehicle and then search volume as an indicator of brand interest both made
a ton of sense. It was just tougher to do by ourselves on an ad hoc basis with the tools
that were available to us. So the fact that you’re formalizing that is a good move. It’s
a strong move. And I think for a lot of the clients that we work with at Edelman, a lot
of work that we’re doing in this brand protect side and even some of the crisis business
that we managed, search is an extraordinarily useful tool for us to understand how a brand
is being perceived, the kind of keywords that they’re using, things like that. And we wanna
be prepared in all manner of communication to respond to that on a very, very quick,
almost real-time basis. So one of the challenges we’d put back to
YouTube and to Google is trying to help us more quickly respond. Let’s say that we have
the assets on hand and we’re ready to go, ready to rock and roll with getting some brand
communications back up. Create the channels for us to make that happen as close to real
time as possible. Tara: Yeah. We’ve heard you, and frankly,
many of your peers, loud and clear on that. And we’re passionate believers that, frankly,
the innovation that is coming in brand measurement from us and others is about making it more
actionable, right? Chris: Yup. Tara: There’s lots of metrics that have been
used for a long time that are quite good. The challenge is how do you make them, to
your point, faster, more real time, and more useful for driving results in campaign. And
so I think, again, as this brand lift solution expands, I can look forward to hearing more
about that. The one other question I’d ask you, Mike,
on impact, because you also see a lot of different campaigns in a lot of different areas, is
the report looked at a couple of different verticals. It was beauty and smartphones and
auto, and found that, again, for the 18-to-34 audience, YouTube disproportionately influences
purchase relative to television. Those are pretty different verticals. I’m just curious
to get a sense of is that consistent with what you see as you look even more broadly?
And what do you think is driving that? Mike: So I think consistency is super important.
And I think that was a stat from your report, right, the “twice as likely to…”? Tara: Yeah. Mike: Yeah, that’s incredible that if you
can connect with them on their territory, and their territory is YouTube…so if you
can impact them on YouTube, you have a much greater chance of impacting them in general.
I think you do have to think about the content. I was thinking a couple of things when you
were talking about the transition of TV dollars to online. Understanding the audience as a
whole is a great big issue for brand advertisers. You guys have done a lot. The industry has
done a lot, working with ComScore and Nielsen to help them understand that on even footing.
The next thing that they have to understand, and I think it goes to one of the biggest
trends today, is how they think about the nature and quality of the content. And so Google Preferred, great initiative
to bring some focus to the fact that there is a lot of really high quality content. It
just looks different to what you’re used to. And I think what we have going for us as an
industry right now, in addition to new tools like the brand lift study, is that the industry
in general is moving more towards a programmatic way of executing media. And it’s important
because with the fragmentation, 200,000, 300,000 channels, 50 million videos on YouTube, where
you could be running with that kind of fragmentation, you need tools, to Chris’s point, that let
you evaluate them and action against them at scale. So it’s gonna take time for this stuff to
work through. But you’re getting to the point now where you can look out across a really
wide range of channels, not 10 channels or a hundred channels, but hundreds of thousands
of channels, and make really smart decisions about the way that the content aligns with
your brand and what the result is so that you can take on-the-fly action against it.
And Chris knows a lot about that. But for us, I think the scarcity of premium and the
move to programmatic are two really powerful forces in our space right now, and they’re
gonna have a huge impact on that initial question about how brands are allocating their budget
over time. Tara: Cool. Thanks. Well, this has been awesome.
I think the conversation is really interesting. I think you guys are each pushing the envelope,
and certainly pushing us in moving marketing forward. I guess what I’d love for you to
leave this audience with is the conversation seems to be trending more and more such that
people do recognize what you described, which is that the media patterns are changing. Audience
behavior has changed. And we’re once again in a situation where together, as an industry,
we need to catch up with where the consumer already is. And I think you guys gave some
really great insights in how you think about content, how you think about measuring success
and ways it can help people move forward. But it’s always a lot to take in. So if you were going to give the advertisers
and agencies and partners watching one tip on how to think differently as they move forward
about connecting with the 18-to-34-year-old audience, I’d love to hear what it would be.
And I’ll give you a minute to think about it while I give you mine, which I think I
took, again, really mostly from the comments that Ben was saying about VICE, which is this
idea that what people want is a story that they can pass on, whether it’s online or offline
or in the bar, that there’s enough value and utility and interest and authenticity in the
message that’s been shared that they’re compelled to share it with somebody else. So having
stolen that from you, Ben…I hope I’m not taking your tip and starting with you as well.
But do you wanna start on your own? I’m sure you have additional ones. Ben: Dammit. I swore I wasn’t gonna do that.
I do that 17 times a day on conference calls. All right. Tara: No worries. Well, I hope that this will
be the last time. Ben: Yeah. So no harm in taking that tip.
It’s less a tip than it is a truth of storytelling, period, right? And ultimately we are all,
as marketers, as advertisers, as brands, we’re storytelling mediums. The thing I would say
though is that we have had amazing success doing two things that I would recommend very
highly that agencies and brands do, that other publishers do, and that the audience ultimately
does as well. And that is A, look for white space, right? One of the reasons that, I think,
Shane’s talk at Brandcast was such a hit was that it says, “Look, we were told young people
don’t give a shit about news. Actually the opposite is true. They have more access. They
have more means to engage. They have more information at their fingers than anyone ever
before. And actually news is a huge passion point. You’re just doing it wrong. So let’s
do it right, and there’s a huge opportunity there.” Right? And I think we’re gonna prove that both with
the partnership with you guys and our own efforts on VICE news, which has taken off
to a flying start. Simon Ostrovsky went back to Ukraine today, by the way. So hopefully
he won’t get taken hostage again. The second thing is juxtaposition is an incredibly
powerful tool. We learned this five years ago when we teamed up with Intel to do The
Creators Project, and people went, “VICE and Intel are working together? What?” That’s
so crazy it just might work, right, like some Dukes of Hazzard plot or something. I think
you really wanna juxtapose opposing tensions, right? And so you wanna be able to say, “Look,
what my managers from the brand’s side expect from me, what my audience expects from me,
is something that I have to address. But by the same token, I need to do something that
they’re not gonna expect from me.” Taking a different tone or making a different presentation
because that’s really what is gonna create differentiation for you and therefore create
value. Tara: That’s cool. That’s a different take
than you often hear on juxtaposition. I really like it. Ben: Thank you. Tara: Chris, you wanna follow up on that?
What would your tip be? Chris: Happy to. My tip would be… Tara: Apparently, I really got in the call
calling down just right. Chris: No, no, no. My thoughts on this relate
to the first thing we talked about with remembering that you’re dealing in an interactive medium.
I think so much about how we design the campaigns and so much about how we push…we do a lot
of forward thinking and planning to push something out there. And then we feel like we have to
wait, in some cases, months, to get back any kind of sense of impact. Remember that every
time you send a signal out there via a digital channel, you have the opportunity to get a
signal back. So invite that signal back. Really try to promote and drive that conversant side
of the campaigns that you’re running, and you’ll instantly get smarter about what you’re
putting out there. You’ll instantly understand what’s resonating and what isn’t. Take advantage
of the different variables that you can test on these types of campaigns. And doing everything
from content marketing to more standard pre-roll type advertising will get more effective.
And it will get more effective in a much more rapid span of time. Tara: Great. Participation is key, and it’s
what’s distinctive about the platform for sure. Mike, what about you? Mike: As a marketer, you have to be there
to really understand what’s happening. You can’t expect that you really know what the…especially
if we’re talking about the 18 to 24 demo, don’t expect that you know who they are and
what they’re doing and what they’re watching. And don’t project your own thoughts to the
market or into that space. Spend time on YouTube. Spend a lot of time on YouTube. Subscribe
to dozens and hundreds of channels and see what the conversation…to Chris’s point,
see what the conversation around those content brands look like. And the second thing I’d say is that maybe
it’s a little bit of a juxtaposition, to the point about juxtaposition, but there’s only
so many massive passions inside of YouTube. There’s a lot of them. But not all brands
can neatly align with one of those passions. So be realistic. If you do, then embrace it
and run after it however you get there. Be aggressive about embracing that passion that
you align with. And if you don’t, be honest about that, too, and find someone who does
and figure out how to shimmy up next to their brands. And then finally, be consistent. You just
cannot win in content marketing if you’re not consistent. We find that consistency is
the number one driver of success for brands on YouTube in particular. So you gotta be
there. You gotta own it, but you gotta do it consistently. Tara: So I think that’s a great point. I think
consistency is really practical as a marketer. But the advice about being there personally
I think is a really fantastic tip. For all of us who are out of the core demographic
or not necessarily using Instagram and Pinterest and YouTube and others every day, it makes
such a difference. It’s my job, and I continue to be surprised by what the folks on my team
who are in the core demo surface to me as content. It’s really amazing. Jonathan, take
us home. Jonathan: Okay. So I would say the two things
that are super important for brands are first, you have to aggregate an audience. And you
can do that either through building your own channels or partnering with people like VICE
who have a big audience. Because frankly, if you’re creating content and there’s nobody
listening, it’s got a whole lot less value. And I think the second piece is about creating
authentic content published on a regular basis of whatever quality level of expectation your
audience has for it. I’m not saying everybody needs to do the kind of high level production
quality that we do. But your audience has an expectation and you have to at least meet
it. And I think if you have an ad and you’re doing content that’s authentic and hits them,
you’re gonna have a home run. Tara: Cool. I like it, authentic and at the
quality the audience wants. I think that makes a ton of sense. Thank you guys so much for
sharing your insights. Jonathan: Yup. Thank you. Tara: And thank you to the audience who stuck
with us. It’s great to have you here. Jonathan: Thank you. Tara: I’m looking forward to sharing more
YouTube Insights this summer. And again, till then, you can check out the latest report
at thinkwithgoogle.com/youtube-insights. And guys, I look forward to having you back on
the show. Ben: Thanks, Tara. Chris: Thanks much. Mike: Thanks, Tara. Tara: Thanks, guys. See you later. Ben: Bye, guys. Tara: Bye-bye.

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