Shifting media budget from TV to Digital. How much is enough?

Understanding how to spend on YouTube

South African Research

South Africa’s most popular social networks in 2014

93% of major brands use Facebook – platform experienced 25% user growth 58% of major brands use YouTube - platform experienced 53% user growth 79% of major brands use Twitter – platform experienced 20% user growth

Stats credit to: World Wide Worx and Fuseware

Twitter

YouTube

Facebook

SA brands using the platform

SA growth of the platform

A bit of insight around YouTube

§  YouTube is the second largest search engine in the world, behind Google

§  72 hours of video are uploaded to YouTube every minute

§  The average internet user is exposed to an average of 32.2 videos in a single month

§  Currently, YouTube advertising is one of the most cost effective ways to drive quality traffic to your owned platforms

So we know that YouTube is important, now what?

Stop thinking of online media as something that is free. You need to remember what your content is competing with. Grumpy cat, wrecking balls and even Julius Malema at times. So we need to get over this formula...

First step:

And go back to the media basics we’ve known for years...

But what is the right budget shift from television to YouTube?

According to *

§  TV consumption is not evenly spread across

the advertisers’ target audience – this can lead to an unequal distribution of campaign exposure and wasted views.

§  The Internet, especially online video, can help

to optimize campaign frequency distribution and allow brands to reach the ‘low TV viewers’ Low  TV  

viewers  Medium  TV  viewers  

High  TV  viewers  

0  

50  

100  

150  

200  

250  

Average  TV  viewing  -me  per  day  

221  minutes  

70  minutes  

17  minutes  

Not  exposed   Low  Frequency   Medium  Frequency   High  Frequency  0  

50  

100  

150  

OTS      OTS  ‘wastage’  

§  The recommended shift varies by the size of the TV campaign and the demographic target audience, but on average, a budget shift of 12% from TV media to YouTube media optimises net reach

§  Net reach is optimised by re-allocating budget of ‘wasted’ Opportunities To See (()TS) to the lower percentage of ‘Not exposed’ and ‘Low TV viewers’

According to *

The larger the TV campaign, the larger the wastage & therefore the recommended shift from TV to YouTube

Ensuring your video content gets seen online is not an option anymore.

The online world has turned the traditional marketing model on its head.

YouTube marketing offers you:

Better targeting

You can target people already watching similar content. You can even

narrow that down by gender and age.

The option to remarket

YouTube allows brands to take video marketing one step further buy adding

remarketing to your media plan.

Easier customer acquisition

Video marketing gives you more room to connect with customers, so when people do click – they are generally more likely

to convert.

But all of this does not mean we can neglect the actual content.

REMARKABLE content

The ideal YouTube recipe is still:

Seeded to the RIGHT audience

Achieving RELEVANT actions

What paid methods are available to get your video content seen?

In-search adverts

In-sidebar adverts

In-stream adverts (pre-rolls)

Presented by Kirsty Sharman

Follow me on Twitter: @KirstyCarrot

Thank You