YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Strategy)
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The document presents a comprehensive analysis of video advertising strategies across platforms like YouTube, Facebook, and Snapchat, highlighting the importance of engagement metrics and audience targeting. It includes case studies, data analysis on creative view rates, and comparisons of cost per install (CPI) across different campaigns. The insights aim to optimize advertising effectiveness and capitalize on the growing dominance of video in digital marketing.
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Strategy)
- 1. The Most Valuable Impression on the Web Cory Henke | Founder.
- 2. Today’s Agenda Section 3 • Video Duopoly • Vertical Video • Duopoly • Instagram vs. Snapchat Comparison • Case Study Section 2 • Multi-Variable Analysis • Creative View Rate Analysis • Audience Variable Analysis • YouTube & Google Search Synergy Section 1 • Intro & Setting The Stage for Video • YouTube • Power of TrueView • Most Valuable Impression on the Web • Qualify Audiences • Click Types • Creative Points of Emphasis
- 4. Scalability In The Past. Our target as advertisers was scale. How can I reach everyone.
- 5. Attention Today. How Do I Keep Your Attention? How Do I Engage My Target?
- 7. Why YouTube “The most valuable impression on the web is the one you don’t pay for on YouTube from 0:00 to 0:30 with TrueView In-Stream.” “
- 9. Audience Qualification Females CPV: $0.01 Moms CPV: $0.03 Moms with kids (0-1) CPV: $0.04 Moms with kids (0-1) HHI $50K+ CPV: $0.07
- 10. Boogie Wipes Video Example Backup Video: https://www.youtube.com/watch?v=pJKvQicKUys
- 11. Passive vs. Active Environments
- 12. Follow The Trend
- 13. Click Types: Interact & Engage Cards: Most impactful on mobile help users learn more about sequential videos, offsite offers, and shopping opportunities.
- 14. Click Types: Interact & Engage End Screens: Only available in the last :20 of the video provide an easy way for users on all devices to engage with another video, channel, and/or offsite.
- 15. Click Types: Interact & Engage Yes Sometimes Sometimes No Sometimes Yes Yes No Sometimes Sometimes Sometimes Yes No No No No In-video engagement Traffic to site/channel Mobile app installs Video views only Cards & end screens Call to action overlay Companion banner Mobile app promo
- 16. Provide Value When Creating for YouTube
- 17. Creating For Mobile First
- 18. Story Telling Style Impact
- 20. Multi-Variable Analysis – App Install A Long Form Comparison of Three Different Long Form Conversion Ads. Family Personal Social
- 21. Multi Variable Analysis - Video Backup Video: https://www.youtube.com/watch?v=qVzMey1PNXA Which Version Drove The Best Cost Per Install?
- 22. $18.63 $18.13 $10.04 $0 $2 $4 $6 $8 $10 $12 $14 $16 $18 $20 $0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 Family Personal Social Client Spend CPI Creative Spend Impressions Views Clicks Conv TOTAL: $35,571 3,091,550 588,684 18,013 3,151 Family $4,936 322,756 80,657 2,642 265 Personal $3,735 252,932 63,863 2,603 206 Social $26,900 2,515,862 444,164 12,768 2,680 Creative CPV CPC CPI VR CTR CTI TOTAL: $0.06 $1.97 $11.29 19.04% 0.58% 17.49% Family $0.06 $1.87 $18.63 24.99% 0.82% 10.03% Personal $0.06 $1.43 $18.13 25.25% 1.03% 7.91% Social $0.06 $2.11 $10.04 17.65% 0.51% 20.99% 130%+-Difference in CTI% 45%--Difference in CPI% 10.03% 7.91% 20.99% 0% 4% 8% 12% 16% 20% 24% 0 500 1,000 1,500 2,000 2,500 3,000 Family Personal Social Conversions CTI
- 23. $17.51 $21.83 $16.18 $20.27 $13.65 $8.60 $0 $5 $10 $15 $20 $25 $0 $4,000 $8,000 $12,000 $16,000 $20,000 Family Personal Social Parent Spend Non Parent Spend Parent CPI Non Parent CPI Parent Spend Imp Views Clicks Installs TOTAL: $13,313 1,010,836 233,673 9,392 772 Family $3,187 208,036 54,111 2,124 182 Personal $2,249 153,403 40,857 2,001 103 Social $7,877 649,397 138,705 5,267 487 Non Parent Spend Imp Views Clicks Installs TOTAL: $21,165 1,987,213 338,644 8,053 2,306 Family $1,521 101,393 23,613 469 75 Personal $1,215 79,894 19,225 454 89 Social $18,429 1,805,926 295,806 7,130 2,142 Parent CPV CPC CPI VR CTR CTI TOTAL: $0.06 $1.42 $17.25 23.12% 0.93% 8.22% Family $0.06 $1.50 $17.51 26.01% 1.02% 8.57% Personal $0.06 $1.12 $21.83 26.63% 1.30% 5.15% Social $0.06 $1.50 $16.18 21.36% 0.81% 9.25% Non Parent CPV CPC CPI VR CTR CTI TOTAL: $0.06 $2.63 $9.18 17.04% 0.41% 28.64% Family $0.06 $3.24 $20.27 23.29% 0.46% 15.99% Personal $0.06 $2.68 $13.65 24.06% 0.57% 19.60% Social $0.06 $2.58 $8.60 16.38% 0.39% 30.04%
- 24. $19.99 $13.23 $7.84 $9.77 $12.10 $0 $5 $10 $15 $20 $25 $0 $2,500 $5,000 $7,500 $10,000 Week of 9/26 Week of 10/3 Week of 10/10 Week of 10/17 Week of 10/23 Ad Spend CPI Week Spend Imp. Views Clicks Installs TOTAL: $35,685 3,098,727 590,024 18,026 3,157 1 $6,196 356,346 117,712 2,209 310 2 $8,034 579,738 114,183 4,722 607 3 $6,914 728,985 123,435 4,128 882 4 $7,925 822,542 136,545 4,397 811 5 $6,617 611,116 98,149 2,570 547 Week CPV CPC CPI VR CTR CTI TOTAL: $0.06 $1.98 $11.30 19.04% 0.58% 17.51% 1 $0.05 $2.80 $19.99 33.03% 0.62% 14.03% 2 $0.07 $1.70 $13.23 19.70% 0.81% 12.85% 3 $0.06 $1.67 $7.84 16.93% 0.57% 21.37% 4 $0.06 $1.80 $9.77 16.60% 0.53% 18.44% 5 $0.07 $2.57 $12.10 16.06% 0.42% 21.28%
- 25. Creative View Rate Analysis Why The First Thirty Seconds Are So Important. An App Case Study
- 26. Creative View Rate Analysis Which Version Produced The Highest View Rate? Backup Video: https://youtu.be/aaqGs_SPJn0
- 27. Creative View Rate Analysis Which Version Produced The Highest View Rate? Impressions Views View Rate CPM CPV iBotta 3,896,775 829,435 21% $11.6 $0.05 Mile IQ 15,091,380 2,515,151 17% $11.5 $0.07 Lucktastic 6,443,397 1,909,493 30% $10.4 $0.03 Yours.co 339,524 208,220 61% $5.7 $0.01 Gametime 4,142,403 726,080 18% $13.8 $0.08
- 29. Audience Variable Analysis YouTube Targeting Is Robust and Scalable Throughout The Purchase Funnel An E-Commerce Client in the home furnishing category was interested in YouTube across the funnel from product introduction at the top to rapid conversion at the bottom. We built 8 different targeted audiences generating 94 Million Impressions, 22M Views, and 1K conversions with just shy of 1 Million in Spend.
- 30. Targeting Spend Impressions Views Clicks Convs. Revenue TOTAL: $970,949 94,758,378 22,113,799 430,171 1,079 $948,747 Custom Affinity $173,363 14,616,119 2,649,590 61,270 234 $221,070 Demo $234,395 27,463,979 6,441,061 55,389 220 $176,736 In-Market $234,232 17,322,725 4,314,763 41,686 310 $273,439 Interest Audience $2,552 323,280 75,061 1,265 1 $989 Keyword $35,857 4,892,958 1,109,242 20,606 28 $29,126 Retargeting $97,845 12,870,479 4,946,951 38,063 66 $58,691 YT Channels $159,136 16,024,832 2,360,069 210,888 163 $133,483 Audience Segments $33,569 1,244,006 217,062 1,004 57 $55,213 $221,070 $176,736 $273,439 $989 $29,126 $58,691 $133,483 $55,213 $0 $100,000 $200,000 $300,000 0 50,000 100,000 150,000 200,000 250,000 Custom Affinity Demo In-Market Interest Audience Keyword Retargeting YT Channels Audience Segments Spend Revenue
- 31. Targeting CPV VR CPC CTR CPA ROAS CTC TOTAL: $0.04 23% $2.26 0.45% $900 97.71% 0.25% Custom Affinity $0.07 18% $2.83 0.42% $741 127.52% 0.38% Demo $0.04 23% $4.23 0.20% $1,065 75.40% 0.40% In-Market $0.05 25% $5.62 0.24% $756 116.74% 0.74% Interest Audience $0.03 23% $2.02 0.39% $2,552 38.75% 0.08% Keyword $0.03 23% $1.74 0.42% $1,281 81.23% 0.14% Retargeting $0.02 38% $2.57 0.30% $1,483 59.98% 0.17% YT Channels $0.07 15% $0.75 1.32% $976 83.88% 0.08% Audience Segments $0.15 17% $33.44 0.08% $589 164.48% 5.68% 128% 75% 117% 39% 81% 60% 84% 164% 0% 40% 80% 120% 160% 200% 0 300 600 Custom Affinity Demo In-Market Interest Audience Keyword Retargeting YT Channels Audience Segments Conversions ROAS
- 32. Audience Variable Analysis 18-24 25-34 Parent Non-Parent Females 18-34 iOS Android A B Display Network YouTube A B Mobile Tablet A B DesktopC Retargeting 90 days Retargeting 30 days A B HHI Top 10% HHI Lower 50% A B Week Day Weekend A B Visited Cart Page Visited Product Page A B YouTube A B Facebook a x c d 2
- 33. YouTube | Google Search Synergy For Those PPC Experts. The Search Terms Report = YouTube Where Ads Were Shown Report. A Gaming client looking to drive app installs on the mobile phone & tablet devices was looking to YouTube as a way to engage via TrueView Video. What we found was very high view rates in the 50- 60% range which seemed odd due to the type of creative and offer. We expected 20% or less. Our findings were interesting to say the least. Backup Video: https://youtu.be/JrqlK9GsyhQ
- 34. Manage Your Placements Like Search YouTube | Google Search Synergy
- 35. YouTube | Google Search Synergy Phrase Match & Broad Match Modified Keywords Are To Search… Topics, In-Market Segments, and Custom Affinity are to YouTube… Continue to refine your managed placements and create your network of best converting content
- 36. The Video Duopoly. YouTube & Facebook Continue To Dominate and There Is No End In Sight.
- 37. The Video Duopoly. • 17.7% Projected growth for the Duopoly vs. 4.8% for Other (Everyone Else). • Facebook & Google make up 65.8% of Digital Ad Dollars • Amazon at 2.5% & Snapchat at 1.3% as preferred next best solutions to the Duopoly
- 38. The Video Duopoly. According to AdAge U.S. digital ad sales hit $70 billion in 2016, compared to $67 billion for national and local TV. Search made up almost $34 billion. Video and social media are fueling digital ad growth. For 2017, digital advertising could hit $80 billion – while offline media spending is expected to drop three percent.
- 39. The Video Duopoly. strategies Geo/Location (bid) Keyword Customer Match Custom Affinity Platform Segmentation Placements Look-A-Like Modeling Life Events* Device (bid) Interest, In-Market, Topic Manual Only* (app T-CPA) Search Query Audiences strategies Demographics Connections Interests Custom Audience (Web) Behaviors Platform (FB / Insta.) Device Engagement Combination (and/or) Look-A-Like Modeling Auto or Manual (bid)
- 40. The Video Duopoly. Facebook Impression 0:00 0:03 0:300:10 Facebook view YouTube Impression YouTube view Facebook view
- 41. The Video Duopoly. ▪ YouTube (Lean Back) – Similar to TV, YouTube, OTT, Netflix… – Longer watch time – Product or service placement opportunity – Less likely to last click convert – Long form is a great strategy – Storytelling & emotion- evoking – 100% SOV ▪ Lean Forward (Facebook, Instagram, Snapchat, Mobile) – Short watch time, more expensive longer view cost – More effective mid- to lower- funnel conversion-oriented – Quick reminders & savvy call to actions play well – Competitive & crowded environment Two types of user behavior that are so important to understand when developing & optimizing creative as well as targeting.
- 42. The Vertical Video Duopoly. Facts & Stats • 1 in 5 stories on Instagram gets a direct message • 60%+ of stories video views are played with sound-on • 1/3 of the most viewed stories are from businesses • 50% of businesses have created a story in the last month Sources • Instagram | Snapchat chart – Recode • Instagram | Facebook chart – adnews.com.au • Facts – Instagram Internal Data, Jan. 2017
- 43. The Vertical Video Duopoly. strategies Demographics Connections Interests Custom Audience (Web) Behaviors Device Engagement (Platform & Ad) Combination (and/or) Look-A-Like Modeling Auto or Manual (bid) strategies Demographics Shoppers & Lifestyle (300+ Aud.) Interests CRM Look-A-Like Device Venue Visitors TV Viewers (ComScore) Engagement (Swipe Ups)
- 44. The Vertical Video Duopoly. Delivery Performance Strategy Spend Impressions Views Clicks/Swipe Up Installs Purchase Purchase % Strategy CPI CPM CPC CTR% VR% CPP CTP TOTAL: $77,623 15,056,453 1,044,369 53,274 10,249 6,927 67.59% TOTAL: $7.57 $5.16 $1.46 0.35% 6.94% $11.21 13.0% Instagram $31,879 3,987,861 66,338 9,677 3,974 2,362 59.44% Instagram $8.02 $7.99 $3.29 0.24% 1.66% $13.50 24.4% Facebook $26,446 2,068,824 7,191 10,456 2,979 3,910 131.25% Facebook $8.88 $12.78 $2.53 0.51% 0.35% $6.76 37.4% Snapchat $19,298 8,999,768 970,840 33,141 3,296 655 19.87% Snapchat $5.85 $2.14 $0.58 0.37% 10.79% $29.46 2.0% $13.50 $6.76 $29.46 $0 $5 $10 $15 $20 $25 $30 $35 $0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 Instagram Facebook Snapchat Spend CPP 24.4% 37.4% 2.0% 0% 5% 10% 15% 20% 25% 30% 35% 40% $0 $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 Instagram Facebook Snapchat Clicks/Swipe Up CTP