To quantify the progress, Wojcicki and her team offer several impressive, hot-off-the-spreadsheet numbers.
"She had so much enthusiasm and believed in the brand so much [that it] seemed like a total no-brainer to use her," Hooper says.
The commercial has been viewed 6.5 million times (a big number for a PSA) on You Tube since August.
It isn't always easy to pair up the suits of the marketing world with those freewheeling kids that make the buzziest videos in the digisphere.
The two sides—and more importantly, their respective brands—must have chemistry." data-title = "After 11 Years in Digital Video, You Tube Wants to Take on TV-Sized Budgets" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "" It isn't always easy to pair up the suits of the marketing world with those freewheeling kids that make the buzziest videos in the digisphere.
Agencies will be able to plug first- and third-party data into campaigns that run through Google's Double Click Bid Manager platform—like they already do when purchasing You Tube's skippable True View ads.
Brandon Rhoten, vp of advertising, media and digital for Wendy's, for one, is a believer in the big picture of what You Tube is doing.Within Google's top 100 advertisers, spend is up 50 percent across You Tube programs."The first year or even Year 2 that this launched, it was a lot of advertisers and agencies buying into the concept—[but] it was [also] a bit of a leap of faith in terms of what results it would deliver," acknowledges Tara Walpert Levy, Google's managing director of agency sales."People don't believe that a fast-food joint is actually taking time to produce salads," Rhoten says."But if you show it, they will actually believe it." Another You Tube advertiser, Ed Mc Loughlin, global head of digital and media at HP, says the video giant's data blow its competitors away, including Facebook—specifically when it comes to the number of people who watch the full commercial.Levin's secret to success is "only putting out content that I'm super proud of," she says.