1. Google & YouTube Advertising Solutions
Suzanne Spence
Display Specialist
Christy Scott
Agency Lead 1 1 1

2. 1 2 3 4 Agenda Getting Creative with Google Search
Reaching the right audience: scale with precision and control. 3
The coolest things done on YouTube 4
Working with you to innovate. 2 2

3. Search Is a Core Behavior
Google Confidential and Proprietary 3 3

4. Searches occur year round4

5. Search provides consumer insights5

6. Product launches and offline advertising increase search volume6

7. Google’s Paid Search Offering: AdWords
Top sponsored ads: Up to 3 listings
Sponsored “Paid” Advertising
Advertisers can bid on these positions
You can’t pay for a specific placement… so how is ad rank determined?
Side sponsored ads: Up to 8 listings 7 7

8. A Closer Look at the Ad Auction
Ad Position is determined by...
Relevance
Quality Score is determined by a combination of factors, including:
Click-through-rate on Google.com (clicks divided by impressions)
Keyword and ad text relevance
Landing page quality
Quality Score X
Willingness to pay
Max CPC is the highest $ amount an advertiser is willing to pay for one click on their ad
Max CPC
Ad rank… which denotes ad position = 8 8

9. Google: Keyword Advertising
Advertisers select relevant keywords
Users search on those keywords
Google ranks ads (ad auction)
Winning ads appears
Marketer only pays when ad is clicked
What terms should a car insurance provider target?
cheap Geico car insurance
SUV insurance
car insurance great rate
insurance
good finances
driving safety
cars
Narrow
Broader/generic 9 9

10. Marketers Are Using Search Throughout the Buying Process
Associate with consumer lifestyle
Neutrogena increases awareness of its product to target buyers… golfers
“golf”  Neutrogena 10 10

11. Marketers Are Using Search Throughout the Buying Process
“Jason Reitman”  HP Project Direct
Capitalize on celebrity spokespeople
HP generated brand association between its “Project Direct” film competition and filmmaker Jason Reitman, driving users to YouTube 11 11

12. Marketers Are Using Search Throughout the Buying Process
Getting into the consideration set
Paid search drives purchase intent for hybrids
“fuel efficient car”  Honda
In a recent study, when Honda appeared in both paid and organic top search results:
Purchase intent up 8% points
16% points less likely to purchase brands not on the search results page
Source: Enquiro Search Solutions, Inc., July 2007. 12 12

13. Marketers Are Using Search Throughout the Buying Process
Driving Sales
54% of consumers who research purchases online start at a search engine
“think pad laptop”  Lenovo
Search is most cost-efficient channel
CPAs for search are the lowest of any media channel (12% the cost of direct mail)
Source: AvenueA/RazorFish, July 2007; Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006. 13 13

14. Search provides creative insights
Nothing compares to TELUS TELUS Promises To Go The Extra Mile To Make You Happy! Learn More
5.2% Clicks
Compare at TELUS Get a new phone at a great rate Check out our special offers now!
3.1% Clicks
Compare Cell Phones
Great Coverage & Competitive Rates Shop New Phones at TELUS Today
1.9% Clicks

15. Measure Your Search and Online Advertising through Google Analytics15

16. google.com/agencytoolkit
Your Own Agency
Toolkit
google.com/agencytoolkit 16

17. Agenda 1
Getting Creative with the Google Search & Content Network. 2
Reaching the right audience: scale with precision and control. 3
The coolest things done on YouTube 4
Working with you to innovate. 17 17

18. Our advertising solutions are three fold
Google Reaches over 99% of Canadians Online EVERY DAY (23.9M)
Search & Web Utilities
Google
Content Partners
YouTube
YouTube
- As compared to TV Scale Reach
#1 Search site in Canada
23.3M Canadian UVs
to Google/month
92% reach to Canadians
#1 entertainment site
17M UVs / month
70.3% reach Canadians
online
Google has an Ad Network. A very very large one.
Source: comScore Media Metrix, Jan 2009 18 18

19. Follow The Audience 2.3% of page views are served by top three sites
Canadian Page Views
All Other Sites 97.8%
…but 44% of display dollars are allocated to them
Canadian Online Display Advertising Spend
OPENING
MSN Sympatico, Yahoo & Canoe are top sites (reactive speaking note) but only 1%, .15% and .98% PVs
In 2008, almost half of all online marketing dollars were spent on just three web sites. However, only 2% of page views actually occurred on these sites.
This demonstrates there’s a severe disconnect between where internet users are spending their time, and where marketers are spending their dollars, trying to reach them.
28%
10% 6%
All Other Sites 56% 19
Source: TNS Dollars Spent, May 2008, IAB Canada 2008 online spending projection. Page Views: comScore Media Metrix, May 2008. 19

20. Leveraging Premium through Niche content
Mass Media Partners
92% reach of Canadian Internet users (22.1M)
Flexible site placement; targeting options
#1 Online Advertising Network
Niche Media Partners 20 20
Note: Data represents Google Search and Content Network, including Google properties. Canadian Data.
Sources: comScore Media Metrix (July 2008); comScore custom analysis (February 2007), *Total unduplicated reach of Google Sites and Google Ad Network combined, February 2007 20 20

21. Contextual Targeting for Relevance & Scale
USE WHEN:
Achieve massive, network-wide reach
Speak to potential customers in the moment
Total addressable market is large, and dispersed across the web
Context + Placement
Placement
Context
First, contextual targeting. [BUILD] The benefit of using contextual targeting across the content network is that you’ll achieve significant scale, and still stay relevant, ensuring you speak to potential customers real time, as they read about a relevant topic. It works best in situations where your target audience is large, and dispersed across the web in many places. The wide net you’ll cast with contextual targeting will allow you to capture your target audience.
That said, which of our target audiences segments qualify? How about [BUILD] people who are interested in lowering their heating bills, or anyone who’s reading about space heaters, for example?
By simply choosing relevant keywords related to this topic, you can cast a wide net across the web and show Blanket with Sleeves ad on a page like this [BUILD] 21 21

22. Placement Targeting: Keeping Amateur Astronomers Warm
The “Amateur Astronomer” Pack
Placement Targeting
So in this case, you would target a set of sites like this on the content network where amateur astronomists and star gazers spend time reading about this topic. And you can rest assured that a large percentage of the users on these sites fall into this group. [BUILD] Here are some best practices for placement targeting: [READ SLIDE]
BEST PRACTICES:
Choose sites with a high composition of your audience to stay targeted (ads not contextual)
Group related sites together and optimize creative for each audience 22 22

23. Do Both to Pinpoint Your Audience
You want to reach those reading about…
But only on these sites…
Context + Placement
What if context is important to you, but you still only want your ad on a specific set of sites? Google allows you to do both. You can mix contextual and placement targeting so that your ad delivery is contextually relevant, but is still restricted to a set of sites. This combination is ideal for advertisers who want control over where their ad appears, and those who have a very specific target audience – in this case, campers who not only care about staying warm outdoors, but those who are on specific web sites. While this gives advertisers a lot of control over where their ad appears, one drawback is that it can severely limit volume. So this targeting combination is ideal for advertisers who have a very limited total addressable market. If volume is ultimately important, contextual targeting should be the solution.
USE WHEN:
You want to control where your ad appears
Have a very specific target audience and you only want to reach them if they care about a given topic
Limited total addressable market 23 23

24. Be targeted and be in control
CONTEXTUAL
(Keywords)
PLACEMENTS
(Hand-select sites)
Both
Geography
In addition to these targeting methods, you have the ability to target any geography and time of day or day of week to more effectively reach your audience, as well as exclusions that allow you to block specific sites or categories on which you don’t want to show or are underperforming.
Time
Exclusions (Site & Category) 24 24 24

25. Multiple solutions: GCN Blasts = 50 m impressions
tagline
Youtube/videoview09 25 25

26. Agenda 1
Getting Creative with the Google Search & Content Network. 2
Reaching the right audience: scale with precision and control. 3
The coolest things done on YouTube 4
Working with you to innovate. 26 26

27. Google’s advertising solutions
Google Reaches over 99% of Canadians Online EVERY DAY (23.9M)
YouTube
Google
92% reach to Canadians
#1 Search site in Canada
23.3M Canadian UVs
to Google/month
#1 entertainment site
17M UVs / month
70.3% reach Canadians
online
Content Partners
Search & Web Utilities
- As compared to TV Scale Reach
Source: comScore Media Metrix, Jan 2009 27 27

28. YouTube in Canada Canada* 17,024,000 70% Country YouTube
Unique Monthly Users
Reach
Canada*
17,024,000
70%
United Kingdom
20,608,000
56%
Spain
9,258,000
50%
Germany
18,428,000
48%
United States
81,000,000
42%
Italy
9,569,000
45%
France
13,140,000
37%
Every minute 17 hours of video are uploaded
10% of all Internet bandwidth
300 MM unique users
6th largest web property
180% y/y page view growth
The company's Media Metrix service found 88 per cent of Canadians who use the Internet viewed a video online in January; during that month Canadians watched close to 3.1 billion videos.
ComScore tracks online habits in a manner similar to how Nielsen tracks television watching — through detailed analysis of a viewer base of about 25,000 Canadians.
The United Kingdom followed Canada with 81 per cent of online users watching video during the month, with Germany (79 per cent), France (78 per cent) and the U.S. (77 per cent) rounding out the top five countries.
ComScore Canada vice-president Bryan Segal said the results show Canadians are "high adopters of technology.“
In Canada, half of the videos watched were through YouTube (metronews.ca)
*ComScore, March 2009
**ComScore, “Canadians glued to YouTube, study finds”. CBC.ca, March 13, 2009. 28 28

29. YouTube Canada audience is mainstream
Profile of Canadian Visitors
17M users (70.1% reach)
51% male, 49% female*
67% are between 18 and 54 years old
64% have a HHI $60K+*
3 hours and 45 minutes watching per month**
Mainstream audience 29
Source: ComScore Media Medtrix, February 2009 29 29

30. Premium Partners On YouTube
Canadian Brands Who Have Recently Partnered with YouTube.ca
Premium User-Generated Content Partners
HappySlip
LisaNova
renetto
blamesocietyfilms
derrickcomedy
GoPotatoTV
Blunty3000
Picnicface
Valsartdiary
thewinekone
callmejules24
lonelygirl15
nalts
TheHill88
Daxflame
WilliamSledd
Brookers
MarkDayComedy
VenetianPrincess
theresident
Zipster08
GiR2007
cubefar
Paperlilies
Whatthebuckshow
Danielbeast
spricket24
hymnofone
Expert Village
Zanzibar19
kevjumba
soccerstar4ever
smpfilms
You probably know YouTube for user generated content however, YouTube is a huge destination for premium content example. We have over 3,000 content partners. This gives an example of some of the content partnerships we have from large Canadian companies right down to YouTube celebrities that have developed a sizeable audience and have great content. We only monetize partner content so Ads on YouTube are only ever shown around vetted and safe content. You never risk an ad being shown next to 'the cat playing a piano' video. Not that we don’t like cats… 30 30 30 30

31. YouTube Content Partners
Entertainment
Sports
Music
News & Politics
Autos & Vehicles
Fashion
Comedy
Pets & Animals
Science & Technology
Select Partner Pack
Film & Animation
People & Blogs
Travel & Events
YouTube Stars
How to & Style 31 31

32. YouTube Advertising Options
Placement Options
Creative Options
Exclusive Opportunities
Homepage
InVideo (new!)
Brand Channel
Premium Content
Video
Contest
Talk to buzz Targeting
Promote Your Video
Search Results
Display (standard IAB sizes)
Sponsorship 32 32

33. Tipoff – Notable Firsts on YouTube
Slam Dunk breaks new ground on YouTube
First Sports Competition on YouTube
First Co-Branded Program produced entirely in HD
First program to use external annotations
First program to use amplification partners
- Chris Bosh, Jalen Rose, Team Flight Brothers
- Approx 28,500 subscribers combined
Best Sponsor integration in a Co-Branded Program 33 33

34. Putting up Big Numbers
Slam Dunk channel was extremely successful as a content destination
Channel Views: 653,167
Subscribers: 2,469
- #46 Most Subscribed All Time (Sponsors)
- #2 Most Subscribed Auto Program (Sponsors)
Slam Dunk Channel Video Views: 1,205,579
- Total Comments: 1,594
- Total Shares: 189
- Total Favorites: 1,111
Chris Bosh Launch Video Views: 738,600
Nissan Video Views: 109,561
- The Gift 2 video views: 72,709 34 34

35. Partner Integration
Amplification Partners added significant exposure to the program
Partner Totals
Channel Views – 142,624
Video Views – 351,712
Cboshtv
Channel Views – 45,681
Video Views – 116,597
Jalentv
Channel Views – 12,714
Video Views – 73,546
TeamFlightBrothers
Channel Views – 84,229
Video Views – 161,569
**All data on this slide covers 3/19/09-6/30/09** 35 35

36. Contest Performance
There was strong participation and viewership throughout the program
Submission: 96
Views of Accepted Submissions: 2,016,146
- 1st place, Billy Doran: 501,398 views
- 2nd place, Keith K: 82,357 views
- 3rd place, MeanDuck: 56,707 views
Comments: 3,323
Favorited: 1,337 36 36

37. PR & Blog Pick-up
Significant PR pick-up - True Hoop is the largest NBA blog in the world
** Featured on 3/19/09** 37 37

38. Winner Appearance on ESPN First Take!
Billy Doran was featured on ESPN’s First Take on Wednesday 7/15, live from ESPN’s Bristol, CT campus: 38 38

39. Co-Branded Homepage Summary
Homepage/Video Info:
US Views: 194,238
Comments: 221
Favorited (# of Times): 163
Ratings: 1,230
# of Stars: 4 out of 5 39 39

40. Final Campaign Performance Report
Partner Watch: Partner Content
Partner Watch: Automotive Content 40 40

41. Search Results Sports: 300x250
Final Campaign Performance Report
Search Results Sports: 300x250
Run of Search A18-49: 300x250 41 41

42. Old channel layout
This is what brand channels looks like in the old design
All brand channels will be migrated to the new layout on 7/29/09
If you would like to migrate before then, click on ‘Edit Channel’ then click ‘Upgrade my channel’ 42

43. New channel layout
This is what our brand channel looks like in the new layout
All elements of your existing brand channel will be transferred across automatically:
Videos
Custom background image
Banner & display ad
Gadgets
Most editing is now done in-page
Options for editing the whole channel are at the top of the page
Options for editing individual modules are at the top right of each module
You may need to alter the following (more details in subsequent slides):
Colors
Background image
Layout of elements
If you want to revert to your old layout (before 7/29), just click “Revert. I want my old channel back” 43

44. Agenda 1
Getting Creative with the Google Search & Content Network. 2
Reaching the right audience: scale with precision and control. 3
The coolest things done on YouTube 4
Working with you to innovate. 44 44

45. High Impact Homepage Placements
Be First!
Tandem Masthead
Masthead
Expandable Masthead

46. Volvo YouTube Homepage Impact
YouTube users who were exposed to the Volvo Homepage ad were:
1597% more likely than unexposed YouTube users to view Volvo content on YouTube
1095% more likely to visit the Volvo site
654% more likely to conduct a Volvo branded query on a search engine
16x more likely to view Volvo content on YouTube
11x more likely to visit the Volvo site
7x more likely to conduct a Volvo branded query on a search engine

47. New Offerings For Complete Campaign Execution
Plan
Ad Planner
Conversion Optimizer
Optimize
Create
Expandables
Context-aware display ads
Website Optimizer
Coming soon
AdWords Display Ad Builder
CPA Auto-Optimization
Measure
Buy &
Target
Pre-roll, post-roll, interstitial video ads
Speaking notes:
Channel reservations
Google Insights
Coming soon
Frequency management
View-through conversion reporting
Early Beta
Interest-based advertising

48. 3 Things to Remember 1
Someone is searching for you & your competitors: don’t miss the chance to connect with them! 2
Don’t waste beautiful creative on the wrong people: target the right audience 3
Get us in early to brainstorm: big opportunities with video & YouTube in Canada 48 48 48 48

49. Thank you…Questions? 49 49 49 49