Proprietary + Confidential

Insights
For Saint-Gobain

simonnguyen@google.com / Dec 2023

Contents
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Your Audience

YouTube

Search

Appendix
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Uncover trends, understand your audience,

and find new ways to reach them.
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Data with Benefits

Intent Based Multiple Sources Fresh Insights

Insights derived from observed Based on anonymous and aggregated Data that’s updated weekly reflects what’s
behavior versus survey or declared data covering billions of signals across happening now versus traditional market
information, surfaces what users the web, search, and YouTube. research.
actually do.

Learn more about methodology and definitions here

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Your Audience
Your Selected Audience
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Anyone 18+ interested in Saint-Gobain, Vietnam in

the last 30 days
Demographic Composition of Your Selected Audience
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Gender Age Parental Status

75% 48% 65%

Male 25–34 Not a parent

View a detailed breakdown of the demographic composition of your selected audience here
Demographics in Detail
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Gender Parental Status

25% 75% 65% 35%

Female Male Not a parent Parent
0.5x Index 1.5x Index 1.1x Index 0.9x Index

Age Household Income

Geographic Index of Your Selected Audience
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Geographic Index

1.0x 5.7x

View more information about the location of your selected audience here
What Are They Most Passionate About?
4.0x more likely to be
Do-It-Yourselfers
77% Share
They are people who tend to build,
modify or repair things they own
Among others, they do home
improvement projects, gardening, or
vehicle maintenance
They can be found shopping at
home improvement warehouses
3.9x more likely to be
Avid Investors
72% Share
They spend a considerable amount
of their time investing their own
money
They are extremely knowledgeable
about market trends
They are often called upon by
friends or family for investing advice
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3.5x more likely to be 4.1x more likely to be
Beachbound Avid Business
Travellers News Readers
32% Share 23% Share
Most of their travel is oriented They closely follow business and
towards white sand and big waves financial news
They desire vacations where they They read often, both offline and
can swim, surf, sail, or just lounge in online
the sun
They read different kinds of
They research waterfront hotels and magazines, news articles and
resorts publications
What Are They Most Interested In?
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Interest Share Index Interest Share Index

Laptop 36% 3.0x Kushikatsu 12% 2.8x

Electrical cable 27% 3.1x Coffee 28% 1.8x

Consumer Hard disk drive 12% 4.3x Foods Water 63% 1.2x
Electronic Products
Bluetooth 12% 3.5x Food 77% 1.1x

Interest Share Index Interest Share Index

Marketing 27% 5.0x Tennis 19% 2.1x

Computer programming 18% 4.9x Football 58% 1.3x

Hobbies and Singing 18% 4.5x Sports Esports 13% 2.4x

Activities
Investment 52% 2.6x League of Legends 25% 1.5x
What Are They Shopping For?
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Flooring Trips to Vietnam Trips to Asia-Pacific

12.0x Index 6.5x Index 5.9x Index

12% Share 21% Share 21% Share

 What personas are interested in Saint-Gobain?
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Persona #1 Persona #2 Persona #3 Persona #4 Persona #5

25–34, Do-It-Yourselfers, Avid Male, Parent, Do-It-Yourselfers Male, Not a parent, Male, Adventure & Strategy -
Investors Do-It-Yourselfers Game Fans, Casual & Social
Gamers

32% 21% 17% 16% -

of total audience of total audience of total audience of total audience of total audience

View a detailed breakdown of personas for your selected audience here

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YouTube
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YouTube Insights

1 Watch time and views

2 Videos in your topic

3 Channels

4 Topics

5 Lineups
Viewers are watching more content in your topic on
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YouTube compared to the same time last year

14K
Indexed watch time

hours of watch time

+59330%
YoY growth in watch time

Audience data does not apply to watchtime and view trends

Content in your topic on YouTube is more popular
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compared to the same time last year

~300K
Indexed views

approximate views*

+44074%
YoY growth in views

Audience data does not apply to watchtime and view trends

*Views have been rounded to the nearest significant figure for compliance with Google’s data sharing policies
Viewers of your topic on YouTube are more engaged
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compared to the same time last year

2.91
Minutes

Avg. watch time per view

+35%
YoY growth in watch time
per view

Audience data does not apply to watchtime and view trends

Connected TV watch time and views
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6.5K (+325900%) ~100K 2.81 minutes (-46%)

(+605609%)
hours of watch time on cTV approximate views on cTV* avg. watchtime per view on cTV (minutes)

Watch time by device Watch time per view by device

Audience data does not apply to watchtime and view trends

*Views have been rounded to the nearest significant figure for compliance with Google’s data sharing policies
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Content in your topic on YouTube

Saint-Gobain Glass -... Saint-Gobain đầu tư ... Saint-Gobain Making ...

Saint-Gobain Vĩnh Tường - Gyproc Saint-Gobain Việt Nam

136K views 3.1K views 759 views

Saint-Gobain's new c... Súng bắn keo Silicon...

Saint-Gobain DŨNG TIẾN COMPANY

6.8M views 110 views

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YouTube Insights

Top Channels My Tam

Kplus Sports
Vie Channel - MUSIC
View more

Top Topics Team Sports

View more
Top YouTube Channels Your Audience Is Watching
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My Tam Kplus Sports Vie Channel - MUSIC Vie Channel FPT Bóng Đá

2.4M Subscribers 2.8M Subscribers 287K Subscribers 11M Subscribers 1.3M Subscribers

477 Videos 10K Videos 1.1K Videos 10K Videos 3.8K Videos

3.8x Index 2.6x Index 2.7x Index 2.5x Index 2.6x Index

View channel View channel View channel View channel View channel

View more YouTube channels your audience is watching here

 What Videos Are They Watching Across All Of YouTube?
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Video Title Views Index Video Title Views Index

MỸ TÂM - HẸN ƯỚC TỪ HƯ … 98M - MAN UNITED - MAN CITY: … 3.1M -

MỸ TÂM - ĐÚNG CŨNG THÀN… 100M - MAN UNITED - BRENTFORD … 2.6M -

My Tam Kplus Sports
2.4M Subscribers ĐỪNG HỎI EM (DON'T ASK … 101M - 2.8M Subscribers ARSENAL - MAN CITY: THÀ… 2.6M -
477 Videos 10K Videos
>4x Index >3x Index
MỸ TÂM - HƠN CẢ YÊU (LI… 2.6M - SHEFFIELD UTD - MAN UNI… 2.2M -

Video Title Views Index Video Title Views Index

Khi Cơn Mơ Dần Phai - T… 9.6M - Ca Sĩ Mặt Nạ Mùa 2 - Tậ… 1.8M -

Anh Là Ai? - Huỳnh Công… 16M - Ca Sĩ Mặt Nạ Mùa 2 - Tậ… 1.7M -

Vie Channel - MUSIC Vie Channel
287K Subscribers Ngày Mai Người Ta Lấy C… 14M - 11M Subscribers Ca Sĩ Mặt Nạ Mùa 2 - Tậ… 2.3M -
1.1K Videos 10K Videos
>3x Index >2x Index
Rolling Down - CAPTAIN … 7.2M - Ca Sĩ Mặt Nạ Mùa 2 - Tậ… 2.5M -

View a detailed list of videos your audience watches on YouTube click here
Top YouTube Topics Your Audience Is Watching
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Team Sports
1.7x Index
34% Share

Kplus Sports FPT Bóng Đá

2.8M subscribers 1.3M subscribers
>2.6x Index >2.5x Index

View more YouTube topics your audience is watching here

What Videos Are They Watching in Team Sports?
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Video Title Views Index Video Title Views Index

MAN UNITED - MAN CITY: … 3.1M - HIGHLIGHTS: MAN UNITED … 2.8M -

MAN UNITED - BRENTFORD … 2.6M - HIGHLIGHTS MAN UNITED -… 2.7M -

Kplus Sports FPT Bóng Đá
2.8M Subscribers ARSENAL - MAN CITY: THÀ… 2.6M - 1.3M Subscribers HIGHLIGHTS: RB LEIPZIG … 1.8M -
10K Videos 3.8K Videos
>3x Index >2x Index
SHEFFIELD UTD - MAN UNI… 2.2M - HIGHLIGHTS: NEWCASTLE –… 1.8M -

View a detailed list of blues videos your selected audience is watching here
How Can We Reach Them on YouTube?
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Do-It-Yourselfers Avid Investors In the market for In the market for

Material Handling Flooring Services
Equipment

~11M Potential reach ~11M Potential reach ~1.4M Potential reach ~1.5M Potential reach

4.0x Index 3.8x Index 41.7x Index 12.0x Index

76% Share 70% Share 12% Share 12% Share

Potential Reach: More than 70 million people on YouTube. View more groups
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Search
The Types Of Trends We Surface
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Sustained Risers Rising Stars Emerging Trends Declining Trends

Steady growth over the Quick growth within the These breakout topics Steady decline over the
past years, these trends past months, these shoot in prominence, but past years, these trends
are safe bets trends could have might not last are fading out
staying power, and may
be areas to focus on
How Are These Trends Identified?
To compile a list of accurate trends,
we analyzed the top volume queries
related to the category, over the past
3 years.
Seasonal effects are removed,
allowing Google to measure the
year-over-year growth, velocity, and
acceleration for each search query.
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Based on these metrics, the queries
are classified into similar trend
patterns. We then curate significant
trends to illustrate interesting shifts
in behavior.
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Your Category

We defined your category as

Saint-Gobain

Using data from October 2023, and the trailing 3 years of data, in 2704.
Overview: Search Volume for "Saint-Gobain"
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Overview: Top Search Terms
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Vĩnh tường Tấm thạch cao Tường thạch cao

6K 3K 3K
Monthly searches Monthly searches Monthly searches

Thạch cao vĩnh tường Saint gobain Weber

3K
Monthly searches
2K
Monthly searches
2K
Monthly searches

3 year trendline shown here

View a detailed list of Top Search Terms for your category here
Rising Trends: Sustained Risers
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Steady growth over the past years, these trends are safe bets

Vĩnh tường Tấm thạch cao Duraflex La phong ánh kim

6K Monthly searches 3K Monthly searches 1K Monthly searches <1K

+131% YoY growth +12% YoY growth +51% YoY growth +85% YoY growth

3 year trendline shown here

View a detailed list of Sustained Risers for your category here
Rising Trends: Rising Stars
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Quick growth within the past months, these trends could have staying power, and may be areas to focus on

Tấm thạch cao vĩnh Vách chống cháy Thi công vách ngăn Khung xương vách
tường có mấy loại phòng thạch cao vĩnh tường

<1K <1K <1K <1K

+76% YoY growth +180% YoY growth +333% YoY growth +150% YoY growth

3 year trendline shown here

View a detailed list of Rising Stars for your category here
Rising Trends: Emerging Trends
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These breakout topics shoot in prominence, but might not last

Keo chà ron epoxy 2

thành phần

<1K

>1000%

3 year trendline shown here

View a detailed list of Emerging Trends for your category here
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Appendix
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Definitions

Share Index Relevance

Represents the share (or percentage) of This shows the likelihood of interest in a A combination of Share and Index. We
your selected audience that likely to be topic (a user has visited pages about combine both metrics together as a way
interested in a specific output interest. across multiple sessions), versus a to bubble up the most relevant interests
benchmark audience. for each group.

Affinity Audiences In-Market Interests

Built specifically to capture what users Interests of users who are actively looking
are most passionate about without to buy certain products or services in the
regard to their ad selection behavior. near future, or are very likely to buy if they
find the right product or offer.

To learn more about Affinity Audiences and In-Market Interests click here
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Your Selected Audience Baseline Audience

Anyone 18+ interested in Saint-Gobain, Vietnam in Anyone 18+, Vietnam in the last 30 days
the last 30 days
Where Is Your Selected Audience?
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Geographic Share

0.0% 100.0%
 Persona #1
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Gender Parental Status

Household Income Age

25–34, Do-It-Yourselfers, Avid
Investors Income Index Share Age Index Share

18-24 0.0x -

32% 25–34 2.3x 100%

of total audience
35-44 0.0x -
Interests
45-54 0.0x -
Lighting, Lo-fi, Chill-out music,
Building, Home appliance
55-64 0.0x -

65+ 0.0x -
 Persona #2
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Gender Parental Status

100% 100%
Male Parent
1.3x Index 3.0x Index

Household Income Age

Male, Parent, Do-It-Yourselfers
Income Index Share Age Index Share

21%
of total audience

Interests

Vehicle, Mathematics, road

vehicle, Mammal, Fun
Persona #3
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Gender Parental Status

100% 100%
Male Not a parent
1.4x Index 1.5x Index

Household Income Age

Male, Not a parent,
Do-It-Yourselfers Income Index Share Age Index Share

17%
of total audience

Interests

Performance, Singer, Love,

Learning, Design
Persona #4
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Gender Parental Status

100%
Male
1.3x Index

Household Income Age

Male, Adventure & Strategy
Game Fans, Casual & Social Income Index Share Age Index Share
Gamers

16%
of total audience

Interests

Performance, PC game,
Animation, Food, Singer
Top YouTube Channels Your Audience Is Watching
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Channel Subscribers Videos Index

My Tam 2,400,000 477 ≥3.8x

Kplus Sports 2,760,000 10,485 ≥2.6x

Vie Channel - MUSIC 287,000 1,079 ≥2.7x

Vie Channel 10,700,000 10,089 ≥2.5x

FPT Bóng Đá 1,260,000 3,829 ≥2.6x

VieTalents 3,290,000 3,927 ≥2.4x

ĐÔNG TÂY PROMOTION OFFICIAL 9,070,000 8,390 ≥1.3x

What Videos Are They Watching Across All Of YouTube?
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Videos Upload Date Views Index

HIGHLIGHTS: MAN UNITED - GALAT 03-Oct-2023 2.8M ≥0.0x

HIGHLIGHTS MAN UNITED - COPENH 24-Oct-2023 2.7M ≥0.0x

DOUBLE2T quá đỉnh cùng Người M 12-Aug-2023 8M ≥0.0x

TOP 20 BẢN RAP có lượt stream 15-Sep-2023 1.6M ≥0.0x

2 Ngày 1 Đêm Mùa 2 | Tập 36: B 29-Oct-2023 9.8M ≥0.0x

Hành Trình Rực Rỡ | Tập 19: Tr 01-Oct-2023 5.2M ≥0.0x

Top YouTube Topics Your Audience Is Watching
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Topic Index Share

Team Sports ≥2x 34%

Top Team Sports YouTube Channels
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Channel Subscribers Videos Index

Kplus Sports 2,760,000 10,485 ≥2.6x

FPT Bóng Đá 1,260,000 3,829 ≥2.5x

Reach them on YouTube
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Audience Reach Index Share

Do-It-Yourselfers 11M ≥4x 76%

Avid Investors 11M ≥4x 70%

In the market for Material Handling Equipment 1.4M ≥42x 12%

In the market for Flooring Services 1.5M ≥12x 12%

In the market for Signage 940K ≥48x 15%

Run of Lineups (South Korea) YouTube lineup 23M ≥2x 48%

Music: Pop music (Spain) YouTube lineup 8M ≥2x 21%

Music: Top 100 Charting Artists (Sweden) YouTube lineup 4.8M ≥3x 15%

Music: Pop Music (Czechia) YouTube lineup 22M ≥2x 52%

Music: Top charting Vietnamese language artists 32M ≥1x 62%

(Vietnam) YouTube lineup
Overview: Top Search Terms
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Query Monthly searches 3 year trend line YoY growth

Vĩnh tường 6K +131%

Tấm thạch cao 3K +12%

Tường thạch cao 3K +25%

Thạch cao vĩnh tường 3K +5%

Saint gobain 2K 0%

Weber 2K +22%

Duraflex 1K +51%

Keo chà ron weber 1K +50%

Khung xương vĩnh tường 1K -6%

Tấm thạch cao vĩnh tường 1K 0%

Rising Trends: Sustained Risers
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Query Monthly searches 3 year trend line YoY growth

Vĩnh tường 6K +131%

Tấm thạch cao 3K +12%

Duraflex 1K +51%

La phong ánh kim <1k +85%

Ty treo trần thạch cao <1k +64%

Bột chà ron <1k +17%

Keo chít mạch 2 thành phần <1k +27%

Công ty cổ phần công nghiệp vĩnh tường <1k +117%

Vách thạch cao chống cháy <1k +64%

Tăng đơ trần thạch cao <1k +144%

Sustained risers are steady growth over the past years, these trends are safe bets. You can learn more about other types of
trends here
Rising Trends: Rising Stars
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Query Monthly searches 3 year trend line YoY growth

Tấm thạch cao vĩnh tường có mấy loại <1k +76%

Vách chống cháy <1k +180%

Thi công vách ngăn phòng <1k +333%

Khung xương vách thạch cao vĩnh tường <1k +150%

Mdh saint gobain <1k +650%

Rising Stars are quick growth within the past months, these trends could have staying power, and may be areas to focus on.
You can learn more about other types of trends here
Rising Trends: Emerging Trends
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Query Monthly searches 3 year trend line YoY growth

Keo chà ron epoxy 2 thành phần <1k >1000%

Emerging Trends are breakout topics shoot in prominence, but might not last. You can learn more about other types of
trends here