Tables of Content: Staying in Demand in the On-Demand Era

How do brands create unskippable content? Research and content experts sit down with Google AUNZ’s Director of Marketing to discuss how brands’ content can break through and grab the attention of the right people at the right time.

How do brands create unskippable content? Research and content experts sit down with Google AUNZ’s Director of Marketing to discuss how brands’ content can break through and grab the attention of the right people at the right time.

The people who know content shared their favorite things about YouTube: videos that make them laugh, creators they can’t get enough of, and more.

Aisling is a talented leader with more than 17 years of experience in telco, tech, and media. She brings a uniquely positive energy and strategic thinking to any challenge, including her role in driving consumer and business engagement through campaigns for Google and YouTube.

"I loved the 2017 We Love Our Lamb ad for Australia Day because it brings humor to the important topic of diversity by having everyone talking about BBQing lamb!

Video: Celebrate Australia with a Lamb BBQ

I can't get enough of James Corden's Carpool Karaoke playlist. The videos never fail to make me laugh and I can bop along to the songs.”

Kate leads the Luma team in Australia that helps clients to drive maximum brand impact with effective advertising. Prior to Luma, Kate served as director for Ipsos ASI, managing Australia's advertising team and working across pre-testing and complex tracking projects for local and multinational clients.

"From the eyes of an advertising researcher, Zach King's series of videos for Tic Tac are a fantastic example of how brands and YouTube creators can work together to create successful campaigns from both a creative and media perspective. Zach has been a great partner for Tic Tac, a brand that needed to reframe how younger consumers thought of it and strengthen its relevance through fun and playfulness. A number of local and global advertising creative ideas were tested, but weren't quite able to hit the right mix of entertainment with brand authenticity. Zach King already had an established younger audience, and his playful tricks were a perfect fit for Tic Tac."

Video: TIC TAC Zach King Paper | Creator: Zach King

A former magazine journalist and editor, Yvette is a digital content specialist with experience in digital content strategy, content marketing, and editorial content. She loves working with brands to find, touch, and build their audiences in addition to creating content across a wide range of lifestyle verticals, from fashion to finance.

"The Red Hot Chili Peppers Carpool Karaoke video is an all-time classic. It's a highly original and creative concept, and I love how James has such good moves for a big fella!"

Video: Red Hot Chili Peppers Carpool Karaoke

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