Senior Media Planner & Ad Operations | 2011 - 2013
Accounts: YouTube & Summer Olympics
YouTube partnered with AKQA for media planning and creative services streamlining the typical digital advertising account process by giving us access to GDN, Google’s Display Network, and ad-server DoubleClick, allowing us the flexibility fully utilize DoubleClick’s capabilities to serve in-unit livestream video and dynamic ads.
YouTube Livestream Concert
Coldplay Unstaged
Time Square OOH Takeover | Countdown Home Page Takeovers | Mobile | 10/21/2011
Achievement
Challenged publishers' industry standard creative specs; convincing and working with their ad ops teams to test, retest, and accommodate unprecedented ad-serving of in-unit livestream of YouTube's Coldplay Live From Madrid campaign on homepage takeovers of major music sites; Rolling Stone, Spin, Pandora, Ticketmaster, and Billboard.
Results
8 Screens in Time Square
CTR 2x
Industry Average
17M
Streaming Banner Impressions
The First…
Live Time Square Simulcast
Livestream Home Page Takeovers on:
NBC Summer Olympics
Livestream powered by YouTube
$7.5M
Media Budget
302
Olympic Events
40M+
Video View
Achievement
Results
2.7B
Dynamic Ad Impressions
“We are going to make Olympic history. With YouTube as our official video-on-demand partner, NBCOlympics.com will be the exclusive online destination for all in-venue video. We plan to deliver the most extensive 2012 Olympics content to viewers, including—for the first time ever—ALL events streamed live. That’s right, you’ll be able to watch up to 3,000 hours of live streaming covering all 302 Gold Medals and every event in between.”
Pioneered use of dynamic ad and data technologies to update ad units in real-time. The process required detail-oriented and complex spreadsheets for bulk uploads and working closely with DoubleClick to leverage and unlock the ad-serving platform’s capabilities.
170
Unique Ads
500+
Stories
- Cannes Lion Nominee
- Highest performing ad campaign in YouTube history
YouTube Channel | London Olympics
YouTube Original Channels Initiative
2012
Background: In the Fall of 2011, YouTube launched a $100M Original Channels Initiative dedicated to introducing premium content across a spectrum of niche interests/categories (action sport, women’s interests, comedy) to cultivate a more TV like experience, and shift brand perception away from dogs on skateboards. Over 160 channels debuted with select celebrities, creators, and brands given upwards of $5M for production. Google’s goal was to drive up the metrics, views and time spent/watched, in an effort to position YouTube as more polished and brand safe for advertisers.
Tentpole Channels were announced at YouTube’s first Digital Upfront in 2011
YouTube Original Channels launched in January 2012
Google backs the Original Channels Initiative with a $200M marketing budget
A few of the Original Channels we ran campaigns for:
Dedicated to a female audience, WIGS, an acronym for “When It Get’s Spicy”, was one of the most popular YouTube Original Channels, comprised of series-oriented, documentary, and short film content — with the central theme of following the nuanced lives of a spectrum of women.
The most popular series, Blue, starred Julia Stiles as a covert sex worker. The long-form episodes ranged from 40 to 60 minutes, and were released throughout the week on Monday, Wednesday, and Friday. Blue garnered 65.5M views and season 3 premiered on FOX and Hulu.
WIGS Channel
Tony Hawk’s Ride Channel
One of four action sports oriented Original Channels. The others being Alli Sports, Red Bull, and Network A.
Ride was a 24-hour channel dedicated to the skateboarding lifestyle.