How we broke YouTube
click-through rates and
5 top tips so you might be able to
do something as good in the
future.
Oliver...
Established 1995
UK’s First Multi Sector Job Site
First Website Launched by a
Recruitment Agency
#iXdisplay
240 members of staff
Monthly Visits: 14M
Monthly Regs: 200K #iXdisplay
200,000 jobs
13,000 recruiters
ASOS, Emirates, Deloitte, Sky,
Barclays, Diageo, EE, Santander…
#iXdisplay
UK’s # 1 Job Site,
More Share,
More Awareness
iCrossing since
Summer 2012
#iXdisplay
Oh, yeah, we also
Love Mondays…
And we want the UK
to Love Mondays too.
#iXdisplay
Digital Performance Channels Rule The Roost
Search, Remarketing, Aggregators, Email…
#iXdisplay
Outdoor Built
Brand.
Digital Supported.
January 2012 – TV #iXdisplay
#iXdisplay
Huge Audience
43.7 43
38.6
30
23.1 22.6 22.3 21.6 21.2
27.4
1.8 1.3 0.5
ITV 4 Five ITV 2 More 4 ITV 4 ITV 3 Dave E4 YouTub...
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
6-14 15-24 25-34 35-44 45-54 55+
Huge Audience
#iXdisplay
Testing The Water
Ran 30 second ad
Supported September 2012 TV Campaign
1.06% CTR
£0.60 CPC
Not bad. A little unsatisfacto...
TIP #1
Build For The Platform.
#iXdisplay
#iXdisplay
#iXdisplay
#iXdisplay
#iXdisplay
What Do People Look At On
#iXdisplay
#iXdisplay
‘Wang’.
And. It Worked.
CPC £0.12 (AdWords CPC: £0.25)
844,565 clicks
11,662 registrations
Increased Market Share 0.7%
Increased a...
And. It Worked.
CPC £0.12 (AdWords CPC: £0.25)
844,565 clicks
11,662 registrations
Increased Market Share 0.7%
Increased a...
So, What Did We Learn?
It needn’t cost the earth
Plan early. Really early
Relevant creative is key
And…
TIP #2
Integrate Agencies.
#iXdisplay
EnfranchiseALL
‘MultiChannel’Thinking
Workshops
RegularCalls&Comms
StrategyDays
Letthemgetonwithit…
TIP #3
Data Underpins Creative.
#iXdisplay
#iXdisplay
#iXdisplay
QualitativeQuantitive
#iXdisplay
Celebrity
Gossip
Sports
Gaming
Fashion
Cooking
Health&
Fitness
Cars
Music
Travel
parenting
What Do ?Users Like
And, What?
Extra targeting impacts cost, but…
Still competitive
Data showed we were speaking
to relevant niches.
TIP #4
ThinkChannelAgnostic.
#iXdisplay
#iXdisplay
#iXdisplay
#iXdisplay
TIP #5
BeBrave,Don’tRest.
#iXdisplay
Selling in can take time
Be brave, take some risks
Consider clever ways to save costs
Understand not everything will work
...
What's Next For Us?
Started planning for Jan 2015
Multi Channel / Multi Device Approach
Try, test and learn some more
700%...
TIP #1
Build For The Platform.
#iXdisplay
TIP #2
Integrate Agencies.
#iXdisplay
TIP #3
Data Underpins Creative.
#iXdisplay
TIP #4
ThinkChannelAgnostic.
#iXdisplay
TIP #5
BeBrave,Don’tRest.
#iXdisplay
#iXdisplay
Thank You
How reed.co.uk broke YouTube click through rates - iCrossing Display Day
How reed.co.uk broke YouTube click through rates - iCrossing Display Day
How reed.co.uk broke YouTube click through rates - iCrossing Display Day
How reed.co.uk broke YouTube click through rates - iCrossing Display Day
How reed.co.uk broke YouTube click through rates - iCrossing Display Day
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How reed.co.uk broke YouTube click through rates - iCrossing Display Day

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Find out how reed.co.uk managed to break YouTube click through rates - as presented at iCrossing UK Display Day 2014

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How reed.co.uk broke YouTube click through rates - iCrossing Display Day

  1. 1. How we broke YouTube click-through rates and 5 top tips so you might be able to do something as good in the future. Oliver Hughes – iCrossing Jamie Bodkin – reed.co.uk #iXdisplay
  2. 2. Established 1995 UK’s First Multi Sector Job Site First Website Launched by a Recruitment Agency #iXdisplay
  3. 3. 240 members of staff Monthly Visits: 14M Monthly Regs: 200K #iXdisplay
  4. 4. 200,000 jobs 13,000 recruiters ASOS, Emirates, Deloitte, Sky, Barclays, Diageo, EE, Santander… #iXdisplay
  5. 5. UK’s # 1 Job Site, More Share, More Awareness iCrossing since Summer 2012 #iXdisplay
  6. 6. Oh, yeah, we also Love Mondays… And we want the UK to Love Mondays too. #iXdisplay
  7. 7. Digital Performance Channels Rule The Roost Search, Remarketing, Aggregators, Email… #iXdisplay
  8. 8. Outdoor Built Brand. Digital Supported.
  9. 9. January 2012 – TV #iXdisplay
  10. 10. #iXdisplay
  11. 11. Huge Audience 43.7 43 38.6 30 23.1 22.6 22.3 21.6 21.2 27.4 1.8 1.3 0.5 ITV 4 Five ITV 2 More 4 ITV 4 ITV 3 Dave E4 YouTube 4OD ITV Player Sky Go
  12. 12. - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 6-14 15-24 25-34 35-44 45-54 55+ Huge Audience
  13. 13. #iXdisplay
  14. 14. Testing The Water Ran 30 second ad Supported September 2012 TV Campaign 1.06% CTR £0.60 CPC Not bad. A little unsatisfactory Google HQ Video Workshops Team left us one clear piece of advice…
  15. 15. TIP #1 Build For The Platform. #iXdisplay
  16. 16. #iXdisplay
  17. 17. #iXdisplay
  18. 18. #iXdisplay
  19. 19. #iXdisplay
  20. 20. What Do People Look At On #iXdisplay
  21. 21. #iXdisplay
  22. 22. ‘Wang’.
  23. 23. And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8% 3.6% CTR #iXdisplay
  24. 24. And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8% #iXdisplay
  25. 25. So, What Did We Learn? It needn’t cost the earth Plan early. Really early Relevant creative is key And…
  26. 26. TIP #2 Integrate Agencies. #iXdisplay
  27. 27. EnfranchiseALL ‘MultiChannel’Thinking Workshops RegularCalls&Comms StrategyDays Letthemgetonwithit…
  28. 28. TIP #3 Data Underpins Creative. #iXdisplay
  29. 29. #iXdisplay
  30. 30. #iXdisplay
  31. 31. QualitativeQuantitive #iXdisplay
  32. 32. Celebrity Gossip Sports Gaming Fashion Cooking Health& Fitness Cars Music Travel parenting What Do ?Users Like
  33. 33. And, What? Extra targeting impacts cost, but… Still competitive Data showed we were speaking to relevant niches.
  34. 34. TIP #4 ThinkChannelAgnostic. #iXdisplay
  35. 35. #iXdisplay
  36. 36. #iXdisplay
  37. 37. #iXdisplay
  38. 38. TIP #5 BeBrave,Don’tRest. #iXdisplay
  39. 39. Selling in can take time Be brave, take some risks Consider clever ways to save costs Understand not everything will work #iXdisplay
  40. 40. What's Next For Us? Started planning for Jan 2015 Multi Channel / Multi Device Approach Try, test and learn some more 700% Budget Increase Over Two Years #iXdisplay
  41. 41. TIP #1 Build For The Platform. #iXdisplay
  42. 42. TIP #2 Integrate Agencies. #iXdisplay
  43. 43. TIP #3 Data Underpins Creative. #iXdisplay
  44. 44. TIP #4 ThinkChannelAgnostic. #iXdisplay
  45. 45. TIP #5 BeBrave,Don’tRest. #iXdisplay
  46. 46. #iXdisplay Thank You
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