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

  • 197 views
Uploaded on

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

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

More in: Marketing
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
197
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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. Established 1995 UK’s First Multi Sector Job Site First Website Launched by a Recruitment Agency #iXdisplay
  • 3. 240 members of staff Monthly Visits: 14M Monthly Regs: 200K #iXdisplay
  • 4. 200,000 jobs 13,000 recruiters ASOS, Emirates, Deloitte, Sky, Barclays, Diageo, EE, Santander… #iXdisplay
  • 5. UK’s # 1 Job Site, More Share, More Awareness iCrossing since Summer 2012 #iXdisplay
  • 6. Oh, yeah, we also Love Mondays… And we want the UK to Love Mondays too. #iXdisplay
  • 7. Digital Performance Channels Rule The Roost Search, Remarketing, Aggregators, Email… #iXdisplay
  • 8. Outdoor Built Brand. Digital Supported.
  • 9. January 2012 – TV #iXdisplay
  • 10. #iXdisplay
  • 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. - 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. #iXdisplay
  • 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. TIP #1 Build For The Platform. #iXdisplay
  • 16. #iXdisplay
  • 17. #iXdisplay
  • 18. #iXdisplay
  • 19. #iXdisplay
  • 20. What Do People Look At On #iXdisplay
  • 21. #iXdisplay
  • 22. ‘Wang’.
  • 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. 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. So, What Did We Learn? It needn’t cost the earth Plan early. Really early Relevant creative is key And…
  • 26. TIP #2 Integrate Agencies. #iXdisplay
  • 27. EnfranchiseALL ‘MultiChannel’Thinking Workshops RegularCalls&Comms StrategyDays Letthemgetonwithit…
  • 28. TIP #3 Data Underpins Creative. #iXdisplay
  • 29. #iXdisplay
  • 30. #iXdisplay
  • 31. QualitativeQuantitive #iXdisplay
  • 32. Celebrity Gossip Sports Gaming Fashion Cooking Health& Fitness Cars Music Travel parenting What Do ?Users Like
  • 33. And, What? Extra targeting impacts cost, but… Still competitive Data showed we were speaking to relevant niches.
  • 34. TIP #4 ThinkChannelAgnostic. #iXdisplay
  • 35. #iXdisplay
  • 36. #iXdisplay
  • 37. #iXdisplay
  • 38. TIP #5 BeBrave,Don’tRest. #iXdisplay
  • 39. Selling in can take time Be brave, take some risks Consider clever ways to save costs Understand not everything will work #iXdisplay
  • 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. TIP #1 Build For The Platform. #iXdisplay
  • 42. TIP #2 Integrate Agencies. #iXdisplay
  • 43. TIP #3 Data Underpins Creative. #iXdisplay
  • 44. TIP #4 ThinkChannelAgnostic. #iXdisplay
  • 45. TIP #5 BeBrave,Don’tRest. #iXdisplay
  • 46. #iXdisplay Thank You