Webinar: Optimizing YouTube Campaigns

WEBINAR - OCTOBER 26, 2016

OPTIMIZING YOUTUBE CAMPAIGNS

KATANA WEBINAR SPEAKERS

ANDREAS ROELLEXECUTIVE CHAIRMAN - PRESENTER

COREY ZALEWSKIMEDIA MANAGER - PRESENTER

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TYLER DUSHAY

Why Katana?

Katana provides next genera:on digital media solu:ons via innova:ons in data modeling and adver:sing technologies.

We combine advanced audience data models with highly sophis6cated technology infrastructure to run smarter paid media campaigns.

Unlock media poten=al with smart campaigns

Our catalog campaign packages provide marketers and agencies the ability to reach audiences in unprecedented ways.

Smarter digital adver=sing, smarter results

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Recogni=on Where we are

Who is Katana?

HQ: San Diego, California Phoenix, Arizona

Kiev, Ukraine

Washington, DC

Quick facts

• Founded in 2012 (privately funded) • 18 Proprietary Ad Technologies • 68 Data Partnerships

DATA POINTS PROCESSED MONTHLY

1.34 BILLIONUNIQUE COOKIES PROCESSED MONTHLY

60 MILLION

AND OVER 2,000 CAMPAIGNS LAUNCHED IN Q1

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CAMPAIGN INTELLIGENCE PLATFORM

CLIENT DATA - CRM - POS - WEB - ADVERTISING - SOCIAL

EXCLUSIVE KATANA DATA Largest real-Bme audience data for:

- AcBve Sports Events - Higher EducaBon - AutomoBve ownership - Voter registraBon - Concert goers - Home ownership - Clothing - CosmeBcs & Jewelry - TaOoos - Many others

DATA PARTNERSHIPS

CuPng edge campaign solu6ons not found anywhere else.

Audience DMP Performance Connectors Mul=-DSP Setup

So what’s the outcome?

and 54 more

Katana’s Technology Framework

Campaigns Katana has built an ever growing list of campaign execu:ons that fit easily into a marketer’s or agency’s media plans. We customize each package to meet your needs or objec:ves.

Services Looking to have us provide you with custom end-to-end media plans and solu8ons?

Katana can be your digital media partner of choice. Our strategic media team will help in strategy, audience data iden:fica:on, tracking setup, crea:ve execu:ons and buying op:miza:on for all digital channels on an ongoing basis.

OUR EXECUTIONS • Auto-Trigger • High Intent Audience • CRM Cycler • Cross-device • Search Keyword • Image NaBve • SemanBc Context • ProgrammaBc TV • PinPoint

• Household • Company • Video NaBve • Geo PaOern • Audience Stream • Offline Visits • Database Match • True Video • Facebook Performance • TV Extension

Our SoluBons

YouTube Campaigns - Katana - October 2016

YouTube is the undisputed leading online video plaSorm, aTrac:ng one billion ac:ve users each month.

Last year, digital video ad spend in the US increased by 42% to $7.46 billion and is projected to reach over $13 billion by 2019.

YouTube reaches more 18 to 49-year-olds during prime=me than any network (broadcast or cable) in the United States.

YouTube is the second largest search engine a[er Google. It’s larger than Bing, Yahoo! and Ask combined.

• Over 5 billion videos watched per day • Over 6 billion hours of video watched per month • More than 100 hours of video uploaded by users every

60 seconds • Average mobile viewing session lasts more than 40

minutes


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Creators use YouTube as a plaSorm to share their crea:vity and content, o[en cura:ng a channel that invites habitual viewership.

Viewers visit YouTube to learn, be entertained or join an interac:ve community. Viewers drive revenue for creators, adver:sers and YouTube.

Adver=sers see YouTube as a way to reach and target specific audiences likely to engage with their brand.

How it Works

Source: YouTube


You only pay when someone views your ad for more than 30 seconds or engages with the full dura:on

of the video (if it is shorter).

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The Cost of YouTube

Source: YouTube

Average cost-per-view (CPV) ranges from $0.05 to $0.20.


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Ways to Target

Interests - Pick from available audience categories to reach people interested in certain topics, even when they may be visi:ng pages about other topics.

• Affinity Audiences: people who’ve already shown strong interest in relevant topics • In-market Audiences: people who are researching products and ac:vely considering buying a service/product

like those you offer

Topics - Target your video ads to specific topics on YouTube and the Display Network. Topic targe:ng lets you reach a broad range of videos, channels and websites related to the topics you select. For example, if you target the "automo:ve" topic, then your YouTube ads will be served to those watching videos about cars.

Keywords - Show your video ads based on words or phrases related to a YouTube video, YouTube channel or type of website that your audience is interested in.

Placements - Target unique channels, videos, apps, websites or placements within websites.

Source: Google


AddiBonal Ways to Target

• Loca:on • Age • Gender • Parental Status • Language • Device • Time of Day • Network

The more layers of targe=ng you add on to your campaign, the smaller your target audience becomes.


Using Audience Data to Scale Campaigns

Instead of striving for agility, use your audience data to gain more meaningful insights about poten=al and exis=ng customers.

For example, you can remarket a user who saw your ad but didn’t convert by retarge:ng that user with a different crea:ve to advance them down the conversion funnel.

Even though an audience may fall in a specific demographic spectrum, leverage audience segmenta=on to further

personalize YouTube ad campaigns.


Adver:sers who ran a YouTube campaign reported an increase of 20% more traffic to their site.

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Two Types of YouTube Ads

SKIPPABLE ADS NON-SKIPPABLE ADS

USER MUST WATCH THE FULL ADONLY ADS WATCHED FOR GREATER THAN 30 SECONDS WILL BE CHARGED

If the ad is clicked, it will redirected the viewer to the brand’s website or

landing page.

These are also called standard ads.


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Source: Google

YouTube Ad Formats


YouTube ads are so powerful that 78% of TrueView campaigns eventually lead to an offline sale.


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TrueView In-Stream Ads

Source: Google

• Skippable video ads, also referred to as In-Stream ads, are the most common types of ads on YouTube. These are bought on a cost-per-view model.

• Non-skippable video ads are bought through a reserva:on buy, which is done prior to the auc:on. These ads are the exact same as In-Stream ads, except users must watch the en:re video before they view their content.

• An op:onal companion banner can be uploaded to appear alongside your video ad.

Source: Google


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TrueView In-Search Ads

Source: Google

Source: Google

• TrueView video discovery ads appear on YouTube search results in alongside organic search results. The ad contains a thumbnail, headline, channel name and video view count.

• Choose In-Search ads if you want to get views on your YouTube content, but do not want to have intrusive content interrup:on as you would with In-Stream ads.


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TrueView In-Display Ads

Source: Google

Source: Google

•In-Display YouTube ads appear to the side of content you are watching on YouTube. This ad type is shown at the top of the recommended content and can catch users aTen:on as they are viewing other content.

•An ad click takes the viewer to the company’s YouTube channel page and NOT the company’s website.

•Choose In-Display ads if you want to build your YouTube channel subscribers or if you want more views on your YouTube content.


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YouTube Overlays

Source: Google

Source: Google

• When the viewer clicks on either the call to ac:on overlay in the video or the link in the descrip:on, the viewer is taken to their landing page with a video sales leTer.

•Choose overlay ads if you want to send people directly to your landing page and include a call-to-ac:on.


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TrueView for Shopping

Source: Google

TrueView for shopping campaigns use shopping cards to make video ads interac=ve by linking viewers directly to products they’ve already viewed or to products related to the video they’re watching.

These ads link directly to your Google Merchant Center account to show product lis:ngs and product details.


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Mobile App Installs

Source: YouTube

Boost downloads on your mobile app from either Google Play store or Apple App store.

Through deep linking, users that have already downloaded the app will see the “Install” or “Download” CTA dynamically swapped out for “Open”.


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OpBmizaBon Tips for Each Campaign Format

TrueView In-Stream

TrueView In-Display

TrueView In-Search

• Keep ads between 30 and 60 seconds (80% of viewership decreases a[er 60 seconds)

• Make the first five seconds count

• Include a call to ac:on that en:ces the viewer to watch your ad

• Once your video ends, give the viewer enough :me to click

• Use clickable annota:ons to aTract viewers to more of your brand’s content

• Your thumbnail should be interes:ng, clear and crea:ve

• Include a call to ac:on that s:mulates the viewer to subscribe, like or engage with addi:onal content

• Use “phrase match” keywords

• Be aware of your headline and descrip:on character limits

• Headline: 100 characters • Descrip:on: 35 characters

• Follow the same best prac:ces as TrueView In-Display ads


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A/B TesBng YouTube Ads

Video Messaging

It’s best prac=ce to implement mul=variate tests on:

Video Length For example, 30 seconds

versus 15 secondsAdjus:ng ad content

and context


YouTube RemarkeBng

YouTube ads are primed to create a more visual and interac=ve experience for users.

The combina:on of video ads and remarke:ng ensures you are reaching the most qualified leads and poten:al customers.

You can remarket visitors who have: 1. Visited your channel 2. Subscribed or unsubscribed from your channel 3. Viewed your videos 4. Liked/disliked your video 5. Commented or engaged with your video 6. Shared your video

Source: Search Engine Journal

Benefits of video remarke=ng:

• So[ selling of your brand’s offering • Demonstrate product in short period of :me • Recapture a viewer’s aTen:on • Helpful in loca:on targe:ng

You can target specific groups:

1. Choose audience based on interests 2. Opt for customized formats, like topic

or product


RemarkeBng


Measuring YouTube Ad Effec=veness: Quan:fying the success of your YouTube campaigns

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Understanding YouTube Ad Metrics

Source: Google

Link your Adwords account and YouTube channel to accurately pull analy=cs and metrics. In AdWords, you can assess campaign performance by selec:ng Video campaigns in the drop-down menu under “All campaigns.”

Some key metrics for video campaigns: • Core Performance • Click Performance • Engagement Performance • Reach and Frequency • Video viewership • Youtube Engagement


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Understanding YouTube Ad Metrics ConBnued

View Rate

View Rate tells you how many people watched your ad in

rela:on to how many people were served your ad.

Click-through Rate

Click-through rate shows you how many people clicked on

your ad in comparison to how many people actually saw it.



Why should you care about YouTube adver=sing?

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You Should Care About YouTube AdverBsing because…

Source: Google

According to Nielsen, YouTube reaches more US adults aged 18-49 than any cable network.

Only 9% of U.S. small business are currently adver:sing on YouTube.

You are only charged when you reach an engaged user, unlike tradi:onal mediums that charge a flat rate regardless of who you’re reaching.

YouTube ads allow you to define your brand and increase awareness.

We can create remarke:ng lists to target users on other AdWords channels such as paid search and GDN.

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YOUTUBE ADVERTISING TAKEAWAYS

Capture your audience within the first five seconds

Add clickable annota:ons to your videos to create direct links to your content

Use exis:ng remarke:ng lists to construct your audience

Link your AdWords account and YouTube channel to pull correct analy:cs

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BE DATA DRIVEN.


Stay in touch!

Contact: [email protected] 225 Broadway Suite 430, San Diego, CA 92101

mailto:[email protected]

Date post:	14-Apr-2017
Category:	Marketing
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Webinar: Optimizing YouTube Campaigns

Marketing