KATANA WEBINAR SPEAKERS
ANDREAS ROELLEXECUTIVE CHAIRMAN - PRESENTER
COREY ZALEWSKIMEDIA MANAGER - PRESENTER
2
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
3
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
4
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
YouTube Campaigns - Katana - October 2016
9
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
YouTube Campaigns - Katana - October 2016
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).
10
The Cost of YouTube
Source: YouTube
Average cost-per-view (CPV) ranges from $0.05 to $0.20.
YouTube Campaigns - Katana - October 2016
11
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
YouTube Campaigns - Katana - October 2016
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.
YouTube Campaigns - Katana - October 2016
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.
YouTube Campaigns - Katana - October 2016
Adver:sers who ran a YouTube campaign reported an increase of 20% more traffic to their site.
14
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.
YouTube Campaigns - Katana - October 2016
YouTube ads are so powerful that 78% of TrueView campaigns eventually lead to an offline sale.
YouTube Campaigns - Katana - October 2016
17
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
YouTube Campaigns - Katana - October 2016
18
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.
YouTube Campaigns - Katana - October 2016
19
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.
YouTube Campaigns - Katana - October 2016
20
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.
YouTube Campaigns - Katana - October 2016
21
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.
YouTube Campaigns - Katana - October 2016
22
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”.
YouTube Campaigns - Katana - October 2016
23
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
YouTube Campaigns - Katana - October 2016
24
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 Campaigns - Katana - October 2016
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
YouTube Campaigns - Katana - October 2016
RemarkeBng
YouTube Campaigns - Katana - October 2016
Measuring YouTube Ad Effec=veness: Quan:fying the success of your YouTube campaigns
28
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
YouTube Campaigns - Katana - October 2016
29
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.
YouTube Campaigns - Katana - October 2016
31
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.
01.
02.
03.
04.
05.
YouTube Campaigns - Katana - October 2016
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
32
BE DATA DRIVEN.
YouTube Campaigns - Katana - October 2016
Stay in touch!
Contact: [email protected] 225 Broadway Suite 430, San Diego, CA 92101