YouTube Ads: Reaching a Billion Users Driving Growth and Revenue By Jeff Martin

#socialpro #12b @Jeff_Martin

The Social Ad Landscape: YouTube

YOUTUBE ADS: REACHING A BILLION USERS DRIVING GROWTH AND REVENUE


Getting To Know You: Touchstorm

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Getting To Know You: Jeff


Getting To Know You: Jeff

Secret Keys


Advantages of Social Ads on YouTube

Global Reach §  Over 1 billion users (1/3 of the Internet) §  Localized in 70 countries and 76 languages §  More 18-34/49s than a U.S. cable network Fuels Organic §  Views and watch time go toward organic

visibility


Choices of Social Ad Formats on YouTube

Formats §  Pre-roll (in-stream)









Formats §  Pre-roll (in-stream) §  In-display







Formats §  Pre-roll (in-stream) §  In-display §  In-display (in-search)





Formats §  Pre-roll (in-stream) §  In-display §  In-display (in-search) §  Shopping ads




Targeting Options for Video

Standard methods are available: §  Geographic, demographic §  Keywords (search & contextual) §  Placements, etc.

Unique to YouTube: §  Channel and video level targeting


Video Campaign Metrics in AdWords

Metrics for measuring success §  CPV - Cost per view §  View rate - video version of click-thru-rate §  Earned actions – organic activity that

follows a paid view: § Subscribers, views, playlist additions,

shares and likes


Video Campaign Metrics in AdWords

Metrics for measuring success §  Video played to – what percentage of

viewers watched to that point in the video


Video Campaign Performance Metrics

Metrics for measuring success §  Watch time – total amount of time a video

has been watched §  Session watch time – a video’s

contribution to the length of user watch sessions


Video Campaign Performance Metrics

Warning: §  The paid door swings both ways

organically. §  Don’t set your campaign on auto-pilot. §  Driving users to a video they quickly

abandon sends poor quality signals to YouTube which can impact discoverability.


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MARCH 1-3, 2016

YouTube Ads: Reaching a Billion Users Driving Growth and Revenue By Jeff Martin

Marketing