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

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 Presentation 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