[Webinar] Get in the Game: Social Advertising Video Platforms

transcript

1 #PI_Social #videomarketing@socialadditiv @point_it

Get In The Game:Social Advertising Video Platforms

Ian Mackie Point it Digital Marketingwww.pointit.com 06.23.2015

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Toolbox Blog on the Point It Website

#PI_Social#videomarketing

@socialadditiv

About Point It

Our Clients

Our Services

Today’s Presenter

Ian MackiePoint It Digital MarketingDirector of Social Advertising

Specializes in social media advertising for Point It clients.

Agenda

Video Ads: Opportunities & Challenges

Battle Royale: Can YouTube retain its dominance? • Video Ads 101 – Facebook, Twitter & YouTube• Identifying Your Target Audience• Reporting: What to Measure & How• Pro Tips

Case Studies

Video Is HOT

70%of marketing professionals report that video converts

better than any other medium -MarketingProfs

64% of consumers are more likely to buy a product after watching a

video about it - ComScore

WE’RE CRAZY

ABOUT VIDEO

65% of executives have visited a vendor’s site after watching

a video - Forbes

Opportunities

Online video is now growing faster than any other digital category or subcategory, rising 33 percent in 2014, and is forecast to grow 29 percent a year through 2017 - ZenithOptimedia

eMarketer estimates that digital video ad spending will reach $7.77B this year, up 33.8% from 2014…

…by 2019, it could reach $14.38B

Opportunities

Challenges

Engagement can be low…Sizmek reported that the start rate for [CPG] digital video ads was just 10.0% in 2014

Viewability is major concern… Only 54% of video ads on the web are viewable – Google

Rampant Fraud…In a 2014 study, 20 percent of impressions sold were “absolutely fraudulent,” according to Clearstream

Video is cool… but video ads?

Got Ethics?

Making

Social W

Targeting

Measure-ment

Cross-device

YouTube

14 #PI_Social #videomarketing@socialadditiv @point_it 14 #PI_Social #videomarketing@socialadditiv @point_it

1 Billion users and counting…

Source: pando.com

15 #PI_Social #videomarketing@socialadditiv @point_it 15 #PI_Social #videomarketing@socialadditiv @point_it

300 hours of video uploaded every MINUTE

Source: marketingland.com

- Global Reach- Powerful targeting- Integration w/ AdWords &

Analytics- Remarketing (website &

YouTube channel)- Cross-device compatibility- Flexibility – more ad choices

than competitors

Benefits

YouTube

- Video resources- Finding the right audience,

not the largest audience - Direct Response efforts- Measuring Success- Viewability- Too complex for the average

Challenges

Use it for: awareness first; website traffic second• Runs before another video• Viewers can choose to skip after 5

secondsPay when: • User watches for 30 seconds, or to

end of ad, which ever comes first • Cost per View (CPV) bidding

Getting Started: In-Stream (aka pre-roll)

YouTube• Upload your own

(300x60)• Auto-generated from

your Channel

Use it when: increase video and/or YouTube Channel engagement• Ad unit includes image/video

thumbnail and supporting text• After clicking on the ad, user lands on

video URL or Channel URL

Pay when: • User clicks on the ad to watch video

(CPC bidding)

Getting Started: In-Display

YouTube

- Interests/Topics- Keywords- Placements (channels &

specific videos)- In-market (ROI)

Targeting

•Travel Insurance

•Air travel destination

•Rick Steves•Lonely Planet•Travel Channel

•Travel trips•Travel guides•Texas travel guide

•Adventure travel

•Luggage & accessories

Topics Keywords

In-MarketPlacements

Bidding

- Cost-Per-View (CPV)- Tip: Higher bids does not

translate into more traffic

Annotations: add text, links & hotspots to your video

Link to: • External website• Another video• Channel

Cards: add new level of interactivity to videos

Enrich the video experience

YouTube

• Measure everything! - Tag all URLs- Customize view based on

KPIs- Performance by segment

- Targets/Audiences- Format- Network- Device

Reporting & Measurement

- Previous website visits- Previously watched videos- Lookalikes

Remarketing

Pro Tips

- Site usage stats (bounce rate, time on site, pages/visit)- Revenue- Goal completions- Impact on conversions (conversion paths)

Analytics

Facebook

Brands are choosing Facebook

Source: socialbakers

Users engage more with Facebook

Source: socialbakers

- Global Reach- Unrivaled targeting- Facebook custom

audiences- Cross-device targeting &

reporting- Video + Text

Benefits

Facebook

- Video resources- Auto play vs. click-to-play- Direct response- Measuring success- Viewability- Limited ad formats

Challenges

Facebook

• Use it when: awareness first; website traffic second

• Upload directly to Facebook• Choose placement:

mobile/desktop and newsfeed/right rail

• Pay when:• User watches for >3 seconds• Optimization & Pricing:

• Clicks or Views• Let Facebook decide

Getting Started

Facebook

- Custom Audiences- Remarketing- Lookalikes

- Demographics – move far beyond age & gender

Targeting

•Site visitors•Previous customers

•Existing customers

•Site visitors•Fans

• Used travel app• Planning to travel

• Frequent flyers

• >$150k income• Net worth > $1M

Financial Income & Network

Behaviors

Custom AudiencesLookalikes

Measure everything! - Tag all URLs- Video Actions report

- Auto-play vs. Click-to-play

- Clicks vs. Website Clicks

- Audiences- Device- Viewing percentages

Facebook

Remarketing

Pro Tips

- Two audiences – 3 second viewers & 95% viewers

- Retarget w/ video or other ad format- Need 1000 paid video views in 24-hr

period (doesn’t include organic views)

Fixed price vs. Auction- Facebook sets the CPM ($8.63

Twitter

- Real-time marketing- Influencers, keyword &

topic/category targeting- TV targeting- Tailored Audiences- Cross-device compatibility- New “100%” viewability

Benefits

Twitter

- Video resources- Video is relatively new

offering- Twitter’s active userbase is

relatively low- Limited ad formats- Basic reporting

Challenges

Twitter

Use it to when: drive awareness first; website traffic second

• Upload video file directly to Twitter as a Video Card

• CPV bidding model

Pay when: • (before 6/16) User starts video• (post 6/16) Videos will autoplay!

• Video is 100% in-view on the user’s device

• Watched for at least 3 seconds • Pricing

• Twitter can optimize for you• Set amount a view is worth

Getting Started

Twitter

Targeting

•Site visitors•Previous customers

•Existing customers

•Site visitors•Fans

• Travel services• Frequent flyers• Business travel

• @RickSteves• @Lonelyplanet• @tripadvisor

Followers Behaviors

Tailored AudiencesLookalikes

- Tag all URLs- Video Actions

report

- @Handles- Device- Played to

- Video Analytics- Earned vs. Paid

views- Total minutes

viewed- Retention rates

Twitter

Pro Tips

1. Include

2. Exclude

Target only lookalikes of converters

Let Twitter bid for you

Experiment with pacing

Case Study

Goal: Primary: AwarenessSecondary: Sales

Channels: YouTube, Facebook & Twitter AdsResults:

Microsoft Store – Dell XPS product launch

Channel Views CPV Avg % viewed View rateFacebook 139,587 $0.04 26% 25%YouTube 172,460 $0.07 15% 19%Twitter 1,130 $0.88 35% 1%

Channel Website Clicks CPC CTR* Add to CartFacebook 1654 $3.28 1.18% 44YouTube 4205 $2.90 2.44% 121Twitter 53 $18.87 4.69% 3

Go for the sale: Facebook remarketingUsers who watched all or part of videoLast-click ROAS of 1298%

Questions?

Mobile Madness: Micro-Moments and Mobile Conversion

July 15th @ 11:00am

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