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LARS ANTHONISEN: Hi, I'm Lars Anthonisen,
head of the ads marketing.
I hope you're enjoying your brandcast.
I'm coming to you from my balcony here in Singapore.
Have a look at the view.
For more and more people, YouTube
is the place to connect with things
they're passionate about.
Here in Singapore, according to Kantar TNS, more than 75%
of YouTube users say that YouTube
has a wide range of videos and content
that matches their preferences.
A big reason for this is that YouTube content
comes from users, creators, celebrities,
and traditional media companies alike,
making it one of the most diverse and extensive content
libraries in the world.
Take music, for example.
In the past, it wasn't easy to just record and publish
a song or music video or share your talent with music lovers
from around the world.
Then along came YouTube, a completely open platform
where billions of people come together to create, watch,
share, and discover.
It has completely changed the way we consume music today.
The creative engine of the platform
is, of course, these creators, sharing their talents
on YouTube.
They continue to grow in numbers across the APAC region,
and we've seen the rise of many gold and diamond creators
here too.
From music, fitness, food, to beauty,
there's something amazing for everyone.
The energy of these creators and the way audiences
connect with them on the platform
is perhaps the reason why people are nearly twice as
likely to pay attention to ads on YouTube
than they are on social media.
YouTube is not only a powerful platform
for creativity and connection, it's
also a proven way to drive business results
through storytelling.
Let's check out how Maxis, a communication service
provider in Malaysia, did it.
When Maxis wanted to promote the iPhone SE last year,
they chose to collaborate with top tech creators
to create branded video content, which
was then featured on both the creators channel
and run as ads.
They did this by roadblocking the top 20 local tech
channels for an entire month.
No other ads, just Maxis.
100% share of voice across these top channels.
And that wasn't the end.
Maxis ensured the creator brand ads were further
amplified across the hundreds of popular tech channels
on YouTube, resulting in a whopping 30% increase in ad
recall and a 6% increase in both consideration and capability.
Maxis is just one of many brands who have successfully
collaborated with not only top creators,
but also celebrities and media companies
on YouTube to achieve business results.
With audiences finding the content they love every day,
the question becomes what content
is relevant for my brand?
And that's where a YouTube Select comes in.
YouTube Select packages content based on popularity, passion,
and the latest trends, allowing your product or brand
to connect with hard to reach audiences.
I want to talk to you today about the two main components
of YouTube Select--
Lineups and Sponsorships.
Lineups are groups of the top trending
global and local channels that I specially curated
for a particular category.
With over 100 lineups across APAC
to choose from, whether it's music, fitness, technology,
beauty, or gaming, your ads are shown around content
that your brand cares about, giving them
the best chance of success.
On top of that, we've got sponsorship opportunities
for you to work with some of our most premium partners.
With sponsorships, you get to unlock
the wonders of brand integration, gain priority
access and exclusivity to specific audiences, content,
channels, and more.
In a world where more people than ever
are exploring their passions on YouTube,
YouTube Select is a powerful way to connect with your audiences
in a personalized and meaningful way.
Over 90% of YouTube Select campaigns
draw a significant lift in ad recall,
and draw an average lift in purchase intent of 9%
across all campaigns measured.
What's more?
According to a Kantar Millward Brown study in Southeast Asia,
YouTube adds 2x higher impact per exposure compared to TV.
This proves that viewers are more engaged
while viewing content they're passionate about, allowing
your product and brand to stay top of mind.
It's an incredible time to be on YouTube for advertisers.
Whether you're launching a new product
or running a tactical campaign, YouTube
has the right content and capabilities
to help you achieve your business goals.
Above all, YouTube brings you to your audiences.
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