How reed.co.uk broke YouTube click through rates - iCrossing Display Day
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The document outlines the strategies used to improve YouTube click-through rates, detailing a successful campaign that achieved a 3.6% CTR and increased market share by 0.7%. Key tips include building for the platform, integrating agencies, leveraging data for creativity, thinking channel-agnostic, and embracing bravery in approach. Future plans focus on a multi-channel strategy with a substantial budget increase.
How reed.co.uk broke YouTube click through rates - iCrossing Display Day
- 1. How we broke YouTube click-through rates and 5 top tips so you might be able to do something as good in the future. Oliver Hughes – iCrossing Jamie Bodkin – reed.co.uk #iXdisplay
- 2. Established 1995 UK’s First Multi Sector Job Site First Website Launched by a Recruitment Agency #iXdisplay
- 3. 240 members of staff Monthly Visits: 14M Monthly Regs: 200K #iXdisplay
- 4. 200,000 jobs 13,000 recruiters ASOS, Emirates, Deloitte, Sky, Barclays, Diageo, EE, Santander… #iXdisplay
- 5. UK’s # 1 Job Site, More Share, More Awareness iCrossing since Summer 2012 #iXdisplay
- 7. Oh, yeah, we also Love Mondays… And we want the UK to Love Mondays too. #iXdisplay
- 8. Digital Performance Channels Rule The Roost Search, Remarketing, Aggregators, Email… #iXdisplay
- 10. January 2012 – TV #iXdisplay
- 11. #iXdisplay
- 12. Huge Audience 43.7 43 38.6 30 23.1 22.6 22.3 21.6 21.2 27.4 1.8 1.3 0.5 ITV 4 Five ITV 2 More 4 ITV 4 ITV 3 Dave E4 YouTube 4OD ITV Player Sky Go
- 13. - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 6-14 15-24 25-34 35-44 45-54 55+ Huge Audience
- 14. #iXdisplay
- 15. Testing The Water Ran 30 second ad Supported September 2012 TV Campaign 1.06% CTR £0.60 CPC Not bad. A little unsatisfactory Google HQ Video Workshops Team left us one clear piece of advice…
- 16. TIP #1 Build For The Platform. #iXdisplay
- 17. #iXdisplay
- 19. #iXdisplay
- 20. #iXdisplay
- 21. #iXdisplay
- 22. What Do People Look At On #iXdisplay
- 23. #iXdisplay
- 24. ‘Wang’.
- 25. And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8% 3.6% CTR #iXdisplay
- 26. And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8% #iXdisplay
- 28. So, What Did We Learn? It needn’t cost the earth Plan early. Really early Relevant creative is key And…
- 30. EnfranchiseALL ‘MultiChannel’Thinking Workshops RegularCalls&Comms StrategyDays Letthemgetonwithit…
- 31. TIP #3 Data Underpins Creative. #iXdisplay
- 32. #iXdisplay
- 33. #iXdisplay
- 38. And, What? Extra targeting impacts cost, but… Still competitive Data showed we were speaking to relevant niches.
- 40. #iXdisplay
- 41. #iXdisplay
- 42. #iXdisplay
- 44. Selling in can take time Be brave, take some risks Consider clever ways to save costs Understand not everything will work #iXdisplay
- 45. What's Next For Us? Started planning for Jan 2015 Multi Channel / Multi Device Approach Try, test and learn some more 700% Budget Increase Over Two Years #iXdisplay
- 46. TIP #1 Build For The Platform. #iXdisplay
- 48. TIP #3 Data Underpins Creative. #iXdisplay