iCrossing GmbH Case Study: BMW: Improving Brand Channel Performance with Promoted Videos

BMW: Improving Brand ChannelPerformance with Promoted VideosCase Study – YouTube Promoted Videos Campaign Google Confidential and Proprietary 1

Innovation: BMW Promoted Videos CampaignBMW launched one of the first Automotive Promoted Videos campaigns in Germany Campaign Summary From 17.12.2009 to 30.01.2010 BMW launched a Promoted Videos campaign on YouTube. Taking advantage of a first mover‘s position and continuous campaign optimizations, BMW could ensure millions of impressions in best ad positions for a very favourable CPC. During the campaign the engagement metrics for the BMW Brand Channel improved considerably, with an uplift of 45% in new subscribers per day and +16% video views per day. Overall Performance  6 Million Impressions  Average CTR: 0,45%  Average CPC: 0,19 €  Average Ad Position: 1,1Source: Campaign Reporting Feb 2010 Google Confidential and Proprietary 2

The Key to Performance: Campaign OptimizationContinuous optimization increased traffic to BMW’s VideosCampaign OverviewClicks 2 weeks after launch: Continuous campaign Campaign Set Up with First optimization optimization including relevant keywords including new videos very product specific 1 used for BMW Google 2 and negative keywords 3 keywords and new Search Campaigns that don‘t reflect brand relevant videos for those values (e.g. search terms0,90% „crash“, „accident“)0,80%0,70%0,60%0,50%0,40%0,30%0,20%0,10%0,00%Source: Campaign Reporting Feb 2010 Google Confidential and Proprietary 3

The right Keywords: Talk to the YouTube UsersA good mix between general and product specific keywords generated a significantamount of impressions and relevant clicksCampaign PerformanceClicks 1% 6% General brand terms and related automotive YouTube > BMW Brand keywords generated a significant amount of impressions (80% of total impressions), but 23% YouTube > BMW Brand + only 30% of all clicks. Automotive Keywords YouTube > Automotive Keywords Product specific keywords generate less YouTube > BMW Modelle impressions, but due to their relevancy they 70% have CTRs above the average, accounting for 70% of all clicks.Promoted Video ExamplesAds with product specific keywords Ads with general brand terms 1,2 M Imps 4,8 M Imps 1,61% CTR 0,17% CTRSource: Campaign Reporting Feb 2010 Google Confidential and Proprietary 4

Efficient Bidding: Steady Competitive Cost per Click BMW took advantage of their first mover‘s position, ensuring stable and favourable CPCs Campaign Overview CPC Taking advantage of a first mover‘s position and due to a bid management aligned with the campaign strategy – prioritizing more relevant, product specific videos – the campaign achieved very competitive CPCs, that remained stable during most of the campaign duration.0,25 €0,20 €0,15 €0,10 €0,05 €0,00 € Source: Campaign Reporting Feb 2010 Google Confidential and Proprietary 5

A Dynamic Environment: BMW Campaign Effects on YouTube Brand Channel Engagement Metrics for BMW Brand Channel increased since Promoted Video Campaign Week before YouTube is a dynamic environment where During campaign campaign start users engage with the content. Average New Channel 29 42 +45% Subscribers/Day Engagement Metrics such as Channel Subscribers and Video Views increased Average Video 15,019 17,305 +16% Views/Day during the campaign. User Engagement with the BMW Brand Channel 35.000 80 Promoted Video Views Subscribers 70 30.000 Videos Campaign Start 60 25.000 50Video Views Subscribers 20.000 40 15.000 30 10.000 20 5.000 10 0 0 Source: Internal Data, Engagement Metrics for BMW Brand Channel from 10-12-2009 (one week prior to campaign start) to 30-01-2010 (campaign end date) Google Confidential and Proprietary 6

Thank You! Google Confidential and Proprietary

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iCrossing GmbH Case Study: BMW: Improving Brand Channel Performance with Promoted Videos

by iCrossing GmbH on Jun 08, 2011

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iCrossing GmbH Case Study: BMW: Improving Brand Channel Performance with Promoted Videos — Presentation Transcript