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YouTube Channel One -
What Brands need to know.


March 12th, 2013
Context


> March 8th, Google unveiled its redesign of YouTube
  Channels: YouTube Channel One.

> First, the channel changes offer brands stronger           What this document covers:
  visual impact across all platforms.
                                                            >YouTube Channel one - Unsubscribed View
> Second, the option of a Channel trailer video can
                                                            >YouTube Channel one - Subscribed View
  help convert more subscribers.                            >Bigger visual impact across all platforms.
                                                            >Convert subscribers with a Channel Trailer video.
> Third, brands now get more flexibility and   control       >Get More Control Over What Users See.
  over what users see.
                                                            >Next Steps
> This document presents an overview of the new
  changes and recommendations to convert to the new
  YouTube Channel One


                                                        2
YouTube Channel One - Unsubscribed View
YouTube Channel One - Subscribed View
Bigger visual impact across all
platforms.

What’s New
> New Channel Art looks good on any device: TV,
  tablet, mobile and desktop.

Recommendations
> Use a visually rich photo that represents the
  brand and it’s story.

> Use a photo 2120 pixels by 1192 pixels.

> Keep in mind the areas where overlays cover
  the image (on desktop only).

> Develop visuals according to YouTube creative
  guidelines.


                                                  5
Convert more subscribers with a
Channel Trailer video.

What’s new
> A trailer video is displayed when non-subscribed
  viewers land on your channel.

> This video can help convert new channel viewers
  into subscribers.

Recommendations
> Create a trailer video that it short and engaging.

> Throw a strong call to action at the end to drive
  subscriptions.

> Think of it as an ad, showcase not only the
  brand but its channel content. Treat as a chance
  to hook viewers and win new subscribers.

                                                       6
Get More Control Over What Users See.


What’s new
> Shelves - organize your content in various sections
  e.g. playlists, curated videos, uploads.

> List Related Channels that are similar to the brand.

> List Featured Channels e.g. partners, charities,
  friend companies.
Recommendations
> Showcase the brand’s playlists in Shelves in
  order of most importance.

> Vary content by adding a Shelf with video
  content curated from other users.

> Disable the Related Channels option in case it
  might feature competitor channels.
                                                         7
Next Steps


>New channel design must be enabled manually, but
 an possible mandatory roll-out may be scheduled.

For Brands
>Work on a deployment plan and timeline.

>Produce a trailer video for unsubscribed views.

>Prepare all required items for a smooth migration.

>Convert your channel to a YouTube Channel One.




                                                      8
Thank you


       Jean-François Deschamps
       Digital Strategist




       @JFrDeschamps                           References
       jean-francois.deschamps@dentsubos.com   >   http://www.youtube.com/onechannel
                                               >   http://support.google.com/youtube/bin/answer.py?
                                                   hl=en&topic=16630&answer=2972003
                                               >   http://searchenginewatch.com/article/2253671/YouTube-One-Channel-Now-
       @DentsuBos                                  Available-for-Everyone
                                               >   http://youtubecreator.blogspot.ca/2013/03/youtube-one-channel-now-available-
                                                   for.html
                                               >   http://mashable.com/2013/03/08/youtube-one-channel/
       www.dentsubos.com




                                                                                                                                  9

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YouTube Channel One - What Brands Need to Know

  • 1. YouTube Channel One - What Brands need to know. March 12th, 2013
  • 2. Context > March 8th, Google unveiled its redesign of YouTube Channels: YouTube Channel One. > First, the channel changes offer brands stronger What this document covers: visual impact across all platforms. >YouTube Channel one - Unsubscribed View > Second, the option of a Channel trailer video can >YouTube Channel one - Subscribed View help convert more subscribers. >Bigger visual impact across all platforms. >Convert subscribers with a Channel Trailer video. > Third, brands now get more flexibility and control >Get More Control Over What Users See. over what users see. >Next Steps > This document presents an overview of the new changes and recommendations to convert to the new YouTube Channel One 2
  • 3. YouTube Channel One - Unsubscribed View
  • 4. YouTube Channel One - Subscribed View
  • 5. Bigger visual impact across all platforms. What’s New > New Channel Art looks good on any device: TV, tablet, mobile and desktop. Recommendations > Use a visually rich photo that represents the brand and it’s story. > Use a photo 2120 pixels by 1192 pixels. > Keep in mind the areas where overlays cover the image (on desktop only). > Develop visuals according to YouTube creative guidelines. 5
  • 6. Convert more subscribers with a Channel Trailer video. What’s new > A trailer video is displayed when non-subscribed viewers land on your channel. > This video can help convert new channel viewers into subscribers. Recommendations > Create a trailer video that it short and engaging. > Throw a strong call to action at the end to drive subscriptions. > Think of it as an ad, showcase not only the brand but its channel content. Treat as a chance to hook viewers and win new subscribers. 6
  • 7. Get More Control Over What Users See. What’s new > Shelves - organize your content in various sections e.g. playlists, curated videos, uploads. > List Related Channels that are similar to the brand. > List Featured Channels e.g. partners, charities, friend companies. Recommendations > Showcase the brand’s playlists in Shelves in order of most importance. > Vary content by adding a Shelf with video content curated from other users. > Disable the Related Channels option in case it might feature competitor channels. 7
  • 8. Next Steps >New channel design must be enabled manually, but an possible mandatory roll-out may be scheduled. For Brands >Work on a deployment plan and timeline. >Produce a trailer video for unsubscribed views. >Prepare all required items for a smooth migration. >Convert your channel to a YouTube Channel One. 8
  • 9. Thank you Jean-François Deschamps Digital Strategist @JFrDeschamps References jean-francois.deschamps@dentsubos.com > http://www.youtube.com/onechannel > http://support.google.com/youtube/bin/answer.py? hl=en&topic=16630&answer=2972003 > http://searchenginewatch.com/article/2253671/YouTube-One-Channel-Now- @DentsuBos Available-for-Everyone > http://youtubecreator.blogspot.ca/2013/03/youtube-one-channel-now-available- for.html > http://mashable.com/2013/03/08/youtube-one-channel/ www.dentsubos.com 9