Creative Sandbox Guidebook Contents YouTube 2 • Masthead 2 • TrueView Ads 3 • Brand Channels 3 Mobile • Go Mobile 4 • Multi-Screen 5 • Location-Aware 5 • Personal 6 Maps • Google Maps 7 • Street View 8 Search • Google AdWords 9 • Google AdWords Extensions 10 Social • Google Hangouts 11 • Google+ Features 12 - 1 - YouTube Unlock the full power of online video for your brand. • Masthead • TrueView Ads • Brand Channels Masthead Own the YouTube Homepage with the Masthead. Engage users with interactive ads and give maximum visibility to your brand. Skyfall Motorbike Chase Using DoubleClick’s technology, Sony Pictures created an in-banner driving game within the YouTube masthead, controlledthrough smartphone. Something that Q himself would certainly get excited about. Try it here See the full case study on the gallery here When users come to the YouTube homepage, they’re in a grazing mode and looking for content that will entertain, educate or inform. The masthead format delivers massive reach and high interaction rates because it has the potential to captivate the users without interrupting their experience. More information on YouTube advertising site Watch video - 2 - TrueView Ads TrueView videos let great ads stand out since users can choose to skip or watch them. La casa Eco & Sodimac In Chile, La Casa Eco & Sodimac created a pre-roll aiming to raise awareness of bad ecological habits by incorporating the ‘Skip This Ad’ button as part of the creative. A really clever example that shows how technology can fuel creativity. Watch video TrueView lets viewers skip your ads. And you only pay if they choose to watch 30 seconds. Because TrueView puts users in control, you know that you’re reaching your most valuable audience. And best of all, when people choose, they remember. They are then more likely to advocate, interact with, and generate sales for your brand. Get more information Watch video Brand Channels Create a bespoke and immersive home for your brand on YouTube. Call of Duty: Black Ops II Activision used a YouTube Brand Channel to create an awesome interactive trailer. It uses the same assets as the TV spots, but tells the story in a much richer, non-linear way by allowing users to interact with the video. Link to experience See the full case study on the gallery here YouTube is the 2nd biggest search engine in the world and the world’s 3rd largest site, so it’s vital that you establish a rich presence on the site. Brand channels give you a wealth of options to create a bespoke and immersive home on YouTube that’s truly representative of your brand. More information on YouTube for advertisers - 3 - Mobile Small canvas, big opportunity. Find some inspiration to make the most of mobile. • Go Mobile • Multi-screen • Location-aware • Personal Create beautiful Mobile Sites Lexus Create Amazing Lexus’ primary challenge in Europe is to get noticed. Most premium automotive sites look the same, so to stand out they created a truly premium desktop and mobile site, giving a sense of seamless luxury. See the full case study on the gallery here Increasingly, users are accessing the web from a mobile, therefore it’s critical that your presence on the web is optimized for mobile devices. Studies have shown that 2/3rds of users will not return to a site that is not optimized for mobile. Watch video - 4 - Multi-Screen Design the right experience for users multitasking across TV, mobile, tablet and desktop. Carling - Be the Coach Carling let all South African football fans “be the coach” by voting on their mobile phone while watching a football game on TV. View full case study on the gallery here View video Since mobile devices are always on and always with us, consumers are increasingly multitasking with mobile even while engaged with other media. This is a great opportunity to design captivating experiences across devices. Location-Aware Use mobile’s GPS to stage locally-relevant experiences. Anne Frank House History can be experienced more intensely by seeing where it actually happened. The mobile application ‘Anne’s Amsterdam’ was developed as a truly immersive way of discovering what happened to Anne Frank. See full case study on the gallery here Watch video When mobile creatives can tap into a device’s GPS and harness information about consumers’ real-time locations, they can not only for drive them into stores, but also stage much more compelling brand experiences. - 5 - Personal As mobile devices become an extension of the user, mobile apps can be used to build habits like exercising. Nike+ GPS app Nike created the Nike+ GPS app to let any runner track their runs and performance via GPS, and turn solitary running into a social activity. When runners begin a run, they can let their friends on Facebook know via a post. Friends who see the post can ‘like’ or comment. When they do, runners receive an audible cheer through their headphones. See full case study on the gallery here Watch video Mobile is the first device that we reach for and the last one that we put down at night. Given their personal nature, mobile devices are a powerful tool to influence individual behaviours. Combined with social context and the right sharing mechanism, it can allow brands to build powerful communities. - 6 - Maps Create beautiful experiences by customizing Google Maps for your brand. • Google Maps • Street View Google Maps Band of Bridges To celebrate the idea that bridges ‘bring us together’, the Golden Gate National Park used the Google Maps API to let people add their own favorite bridges next to one another, and share the creation seamlessly across all social networks. See the full case study on the gallery here See all Google Maps case studies here Use Maps as your Creative Canvas The Google Maps API allow brands to use new features as a way to provide better perspective and more functionality. Customize the look and feel using Styled Maps, integrate your own data using the Maps API, or remove unwanted maps features. Learn more - 7 - Street View Street View is like visiting a place without being there. It lets you embed fully interactive panoramas on your site. Volkswagen Street Quest Volkswagen launched a game which challenged users to find as many Volkswagens as possible on South African streets using Google Street View, in a custom-designed Street Quest gaming interface. Watch video case study Display your own Street View imagery With the Google Maps JavaScript API v3, you can access our Street View global imagery database or add your own images (such as the inside of a building) to use in your apps. From the streets of Tokyo to the penguins of Antarctica, Street View is available on seven continents. - 8 - Search Search is more than 3 lines of text. See how you can improve your campaign with search ads extensions. • Google AdWords • Google AdWords Extensions Google AdWords Did you know you can immediately discover movie times and locations, or the weather forecast, by performing a simple search on Google? And have you tried voice search? These are just some of the various features that are gradually making search more like a personal assistant and delivering precisely what you want. Have you ever Googled yourself? Swedish agency Wisely used search creatively to drive new business. They proved that using search as a creative entrypoint to your digital experience can work wonders. See the full case study on the gallery here Watch video - 9 - Google AdWords extensions From a simple white box with ten blue links, search has dramatically evolved over the years. Google is building a massive knowledge graph of real-world things and their connections to bring you more meaningful results as well as rich extensions for your ads. Product Listings Watch video Location Extensions Watch video Product Listing Ads are search ads that include richer You can extend your AdWords campaigns by product information, such as product image, price dynamically attaching your business address to your and merchant name, without requiring additional ads. Location extensions can help attract customers keywords or ad text. They create a more engaging who may be just around the corner as well as those user experience while making it easy for you to searching for a business in an area they’re planning to promote your entire product line on Google search. visit soon. And because Product Listing Ads are charged on a CPA basis, you only pay for conversions. Find out more on the Ad Innovation site Find more information on the Ad Innovation site Social Extensions Watch video Media Ads Watch video Social extensions link your Google+ Page to your AdWords campaigns so that all your +1’s – from When someone enters a search that is directly related your page, your website, ads and search – get to your video title, we automatically display your Video tallied together. On average, search ads with social Ad at the top of the search results page. If people who annotations receive a 5-10% uplift in click-through rate. search for your brand are primarily looking for video Customers will be able to see the recommendations content, then Media Ads are right for you. It makes it that your business has received, whether they’re easy to get your brand in front of the right audience looking at an ad, a search result or your Google+ Page. on Google search. This means that your +1’s will reach users across all of our products. Find more information on the Ad Innovation site Find more information on the Ad Innovation site - 10 - Social Google+ introduces new ways of sharing, across all of Google.