Google Confidential and Proprietary

Drive Deeper Engagement with CardsMarch 2015

Google Confidential and Proprietary

Interactive online video has a positive impact on your brand metrics including awareness, consideration and favorability.

Source: “Millward Brown, Dynamic Logic, and Yume” 2013, and “TubeMogul and Innovid” 2013

Google Confidential and Proprietary

example

Invite users to explore your offering, shop or further engage with your brand

With Cards you can easily make your video ad more interactive

Cards brings interactivity to mobile, with engagement rates

that are at par if not better than desktop.

Example: George uses Link Card, one of five cards, to link their Trueview ad to their shopping site.

Google Confidential and Proprietary

example

Invite users to explore your offering, shop or further engage with your brand

With Cards you can easily make your video ad more interactive

Cards brings interactivity to mobile, with engagement rates

that are at par if not better than desktop.

Example:Nike uses Video Card, one of five cards, to link their Trueview ad to their shopping site.

Google Confidential and Proprietary

example

Invite users to explore your offering, shop or further engage with your brand

With Cards you can easily make your video ad more interactive

Cards brings interactivity to mobile, with engagement rates

that are at par if not better than desktop.

Example: L’Oreal uses Link Card, one of five cards, to link their Trueview ad to their shopping site.

Google Confidential and Proprietary

Cards are cross-screen, simple, flexible and drive more engagement

Drive More Engagement Consistent user experience across all videos and platforms will drive higher engagement rates.

Cross-Screen Video interactivity that works seamlessly on smartphones, tablets and desktop.

Simple & FlexibleSimple, all you need is an image in addition to your video. Flexible, independent from the underlying video, you change your Cards on the fly without editing and re-uploading your existing video.

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With this set of cards you can link to a video or a video playlist on YouTube

allowing users to have a deeper engagement with your brand by

watching other videos

With this card you can link out to your associated site for users to shop or learn more about your brand

You can choose from a set of cards to help you achieve your marketing goals

With this card you have the flexibility to link to any website for users to learn more about your offering*

Link Card Video and Playlist CardsAssociated Website Card

* Link cards do not show up organically on videos, they only show up on TrueView ads, whether in-stream or in-display

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Promote your licensed merchandise or music directly from the video. You

can choose from a number of approved destination URLs.

Raise funding by enabling viewers to fund your channel directly on

YouTube or by linking directly to projects on whitelisted fundraising

sites.

There are additional cards which are geared towards YouTube creators that you can also take advantage off

Merchandise CardFan Funding & Fundraising Card

● Google Play● iTunes● Spreadshirt● District Lines● Topspin● Cafepress● Jinx● Shopify● Songkick

Sample list of whitelisted URLs

● Indiegogo● Patreon● Subbable● Kickstarter

Full List

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Cards provide a consistent and intuitive experience to interact with your brand

An icon appears as the video starts or

whenever the player controls are showing

1 A teaser is shown at designated times for a

few seconds

2 3Tapping the teaser or

icon at any point in the video will open the Cards

drawer

5 Tapping on the customizable text “Shop now,” leads user to advertiser’s website, product page, video, or video playlist

4Users can swipe to

browse the Cards in the Cards drawer

example

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Making your video ad interactive with Cards is simple

1

2

Select the video you want to make interactive

Provide Cards images (not required if using Video and Playlist Cards) and optional

Call to Action text

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Burberry goes Backstage & Beyond with Cards

Goal

● Increase engagement with show content● Innovate in the area of multi-layer social content and

experiences● Offer a seamless experience between desktop and

mobile

Burberry created a multi-layer video journey through which viewers were able to access a beautifully curated 3:00 min highlights video, and then use Info Cards to seamlessly move from one dimension of the story to the next, unlocking additional web, video and social content

Highlights video has average View Rates of 15%, above retail benchmarksMobile CTR was 6X desktop reinforcing the great mobile experience encountered by

users

Google Confidential and Proprietary

LG Builds awareness of their new 4K TV

Goal

● Build awareness of a new UHD IPTV- ‘tvG 4K UHD’● Engage target consumers with branded content

Mobile-first YouTube video campaign consisted of a series of videos - a main hub video, and an additional 2 supporting videos that take users through an engaging video series

Cards provided interactive story control and seamless experience with LG’s branded content.

15% higher VTR at 50% the CPV of previous campaigns. An engaged audience with over 600 likes, 200 comments.

example

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Appendix

Google Confidential and Proprietary

Cards Best Practices & Tips● Make cards relevant to what’s being discussed - the card should be contextually relevant to that

moment in the video

● Use custom teaser text to create short, snappy calls-to-action○ eg. “Shop: Dove Men’s Body Wash”○ eg. “Learn: Audi A4 Quattro Drive”

● Have a card within the first 5-7 seconds of the video - let the user know this feature is enabled on the video

● Have multiple cards throughout the video - this offers more opportunity for engagement and helps reinforce the topics in the video

● Have a final card towards the end of the video that summarizes your main goal/call-to-action for the video

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Steps to making your video ad interactive with CardsAccessing Cards on YouTube

1. Go to YouTube to create Cards2. Under Video Manager → Edit a specific Video → select Cards

in the top bar and go to the Editor page

Specs● Link title: 50 characters● Call-to-Action text: 30 characters● Video and Playlist Cards:

○ YouTube Video or Playlist URL: The URL used to redirect users

● Link Cards:○ Link URL: The URL can be a redirect or link to an

external site ■ If using third-party click tracking, then click

“Change” to customize the display URL○ Image: Image must be hosted on YouTube:

■ JPG or GIF (non-animated) only■ 800x800 pixels

■ 5 MB Max File size

Customize the teaser by clicking

“Change”

*Important* ensure that your Account Manager enables annotations on in-stream in AdWords for Video

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Measuring your success with Cards

Clicks: segment by click type in AdWords to see clicks to site from the card

How to Measure Impact

Engagements: total number of clicks on the teaser icon

Engagement Rate: total clicks on the teaser icon / total number of ad impressions

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Cards has been designed for consistent engagement across devices