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DEBBIE WEINSTEIN: Hello, and Namaste.
I'm Debbie Weinstein, Vice President of YouTube
and Video Global Solutions at Google.
These last two years have been disruptive in so many ways.
And I'm amazed to see how India and YouTube continue
to find each other, shape each other,
and become indispensable to one another.
This is truly India's YouTube.
As the number one video content platform in terms of reach,
audiences on YouTube are evolving like never before,
growing across the spectrum, within India and within Parat.
From Malabar Hill in South Mumbai to [INAUDIBLE] in Uttar
Pradesh.
Let's travel to Malabar Hill in South Mumbai,
where digital video has hit a tipping point.
Streaming platforms are now the primary way people access
content--
a shift that was already happening before the pandemic
but accelerated significantly last year.
We've seen more and more people shifting away from linear TV
to instead stream the content they want when
they want on connected TVs.
In May 2021, over 20 million people in India
streamed YouTube on their TV screens--
a growth of over 45% year on year.
The reason for this shift to YouTube and streaming
is both the richness of the content and the way
to experience it.
With content available on demand,
prime time is now on people's time.
Our latest research reveals that watch time on Cricket and humor
content has seen 250% and 150% year on year growth
respectively on connected TV.
But it's not only about content.
It's also about the experience.
Coviewing on large screens is increasingly becoming the norm
as people are choosing to watch their favorite content
on the TV screen with family and friends.
That's why we're focused on innovating in this space.
We're making YouTube Connected TV ads more helpful for viewers
and more engaging for brands, with interactive features,
like brand extensions.
Brand extensions-- available globally later this year--
invite viewers to learn more about a product with one
click of a button without interrupting their viewing
experience.
Let's hear from brands who have seen huge success
across their marketing objectives
through Connected TV campaigns.
KARTIKEYA BHANDARI: Hi I'm Kartikeya Bhandari.
I'm the Chief Marketing Officer at Livspace.
As an interior design platform, we at Livspace
immediately saw the potential of Connected TV Masthead
in reaching out to our core audience
of affluent households.
The power of the medium and format
not just enabled but amplified our narrative.
Running our story on Connected TV
along with our regular YouTube buys
resulted in a 35% increase in brand search impressions
compared to the previous periods and best in class ad
recall lift.
We were delighted to see the full picture of brand
to business impact, with a 63% higher average order value.
Going forward, Connected TV Masthead
is a part of all our campaigns now, as it gives both impact
and reach.
VARUN ALAGH: Hi, I'm Varun Alagh, the cofounder and CEO
at Honasa Consumer Private Limited.
e Mamaearth's been an early adopter of YouTube
as a channel for advertising and creative partnerships.
And we have actively invested on ads on Connected
TV since early 2020.
We knew from our qualitative inputs of our customers
and partners that the ads and Connected TV were resonating.
And quantitatively, we found that over the past year
and a half, over 90% of our Connected TV campaigns
saw a positive lift in brand metrics.
And we've also observed that 20% higher delivery of view
through rates for our Connected TV campaigns
compared to the overall digital campaigns.
So it's a really great medium for us to actually partner
and go deep on.
DEBBIE WEINSTEIN: OK, now let's travel
to other parts of Parat, the heartlands of India,
beyond metros and tier one cities.
Ever since the pandemic, there has
been massive growth in digital penetration across rural India.
Over 299 million people now have access to the internet,
and 89 million of them are already net commerce users.
This new audience is the much sought
after next billion users.
Historically, brands have tried to reach this audience
through TV.
But this approach is fraught with challenges,
like low media penetration and lack of precise measurement.
Now imagine if I said, YouTube could help take your messages
to these parts of Parat--
and not just that, also help make sure you're
able to measure the impact.
Recently, Mindshare partnered with YouTube on two campaigns.
For Pepsi, YouTube helped them reach 1.8 times more audiences
than TV in towns beyond Pilkhuwa in Uttar Pradesh.
For Ultratech Cement, they saw a 9% uplift
in purchase intent in towns beyond [INAUDIBLE] and Bihar
in Jharkhand.
Let's hear from them.
RUCHI MATHUR: Hi.
My name is Ruchi Mathur, and I'm a Senior Vice President
with Mindshare looking after our North and East offices.
We were planning for rural [INAUDIBLE],,
which is one of the largest markets for Mountain Dew, one
of the leading CSD brands in the country.
Together with the Google team, the Pepsi,
and the Mindshare team, we launched an experiment
with YouTube in rural India.
And the results were phenomenal.
We managed to get nearly 2x reach
that we built through TV by deploying
YouTube on our rural plan.
And it's not just about the numbers.
These are meaningful results that we delivered.
There was a 34% lift in awareness
and a 6% lift in purchase intent,
clearly making it a very, very successful campaign for us.
So to sum up, I think the media dark markets are not that media
dark anymore.
All you need is the right strategy, the right tool,
the right partner, and a little bit of risk appetite.
We did this successfully for Mountain Dew.
And we are in the process of scaling this to other brands
and advertisers.
KOSHY GEORGE: Hi.
I'm Koshy George, CMO Marico, with brands like Parachute
and Nihar [INAUDIBLE].
Where bulk of our users are NCCS BCD,
it is important to win decisively in rural India.
We were one of the first businesses
to look at rural India from a digital marketing lens based
on reach numbers that internet has in rural,
and the numerous consumer visits that
tell us that first access now is through the mobile.
And entertainment on YouTube is one of the biggest things
that consumers access.
There are now several geographies
where we are more reach on YouTube than on TV.
And based on this, we activated rural targeting on YouTube
for our key brands.
While it's early days, we can clearly
see that we are getting close to around 10%
incremental reach on YouTube, which means 33% higher reach
than we would have possibly got only with TV in these markets.
And we have seen lift in mind measures close to around 3.8%
for Nihar.
And this will lead to business growth as well.
This is heartening.
And I look forward to leveraging YouTube in rural India
to build a much stronger business.
DEBBIE WEINSTEIN: To sum it up, as YouTube's audiences continue
to grow and evolve, it creates an incredible opportunity
for marketers to seize this moment
of true digital disruption.
Just as YouTube is supporting people
around the world with content that meets their changing needs
and interests in real time, we are also here to partner
and help you reach your audiences
within India and within Parat.
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