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Succes op
YouTube
Team5pm Research
Hoe data & creativiteit
de winnende formule is

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Peter Minkjan
Co-Founder & Chief
Product Officer

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We help brands
worldwide to succeed
with video on YouTube
and Google!
WHAT WE DO

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Data analytics is not a
replacement for creativity.
However, it can really
complement and help each
other.
WHAT WE BELIEVE

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3 questions
I would like to answer
● 01. What is the secret of effective
videos?
● 02. How can you optimize your
creatives based on data analytics?
● 03. How does an effective YouTube
ad look like?
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What does a branded video
have to do to be effective?

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*Based on the Attention Pathway, developed by ANA (Association of National Advertisers in the U.S) in cooperation with U.S. market research agencies
Video Effectiveness Model
How videos really generate impact
Videos don’t work if no one pays attention. But attention
alone is not enough to impact sales and memory.

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Advertising Effectiveness
Media
Creative
Media spend alone can’t impact memory.
Great creative alone won’t get noticed.

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Most marketers and agencies only focus on media
optimization. While the right targeting, placements
and bidding is important, it won’t help much if your
creatives suck.
Don’t forget to optimize your creative as well.
Small tweaks can already make a huge difference.
OUR APPROACH

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We optimize
creatives in
order to:
01. Get more noticed
02. Generate more attention
03. Impact memory
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Get more noticed
01
How to improve your CTR?
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Thumbnails are, together with titles,
the gatekeepers to attention.
If you start optimizing your content,
start with thumbnails.
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The old CTR: 2.7% The new CTR: 9.2%
+240%

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The old CTR: 3,4% The new CTR: 9,2%
+170%

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The old CTR: 2,7% The new CTR: 4,0%
+48%

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The old CTR: 6,2% The new CTR: 10,1%
+63%

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Generate more
attention
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Based on YouTube viewer retention data we optimize videos.
Second by second we analyze where people stop watching.
Retention data analysis allows us to pretest and optimize videos.
On average this leads to:
→ An increase in audience retention and view duration of 15%
→ And decrease of CPV of 10%
YouTube as
a pretesting
platform
Audience Retention Analysis

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Relative Audience Retention
Relative audience retention compares the audience retention of your video to the average audience
retention of all YouTube videos of a similar length.
Tip: Analyze this for your current videos to learn how you can improve your future videos.
We saw that the introduction of this video series
underperform. How could we improve this?

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Intro 1: Slow
To find out if a faster pace in the intro would increase the
audience retention we’ve tested two versions with YouTube ads.
Intro 2: Fast
The new version performed significantly better and this version
was published and promoted.
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Audience Retention
+19%

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Impact memory
03
Pretest your creatives with AI
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Original Heatmap Peekthrough
With AI-based eyetracking we create
video heatmaps to distinguish
attention from distraction
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Viewers drop out when there is no focus
on the cottage itself, but on the texts. We
advise not to use texts, but voice over.
The sunset makes viewers suspect that
the video has ended, causing them to
drop out before the end screen. We
advice not to show the sunset too early.
Viewers are less likely to drop-out when
they can focus on specific parts of the
cottage without being distracted by texts
Drone images and overview images
seem appealing. These video fragments
are watched more often and hold
attention
Combining
YouTube
analytics
& video
heatmaps
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04
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The shape of
YouTube ads

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Why should an YouTube ad look like
a traditional TV commercial?

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We need to stop
interrupting what
people are interested
in and be what
people are interested
in.
Craig Davis
Chief Creative Officer JWT
“
”

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Case: ANWB
Infotainment series ‘de Wegenwacht Onderzoekt’

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This is what happens if you
amplify great content.
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(instead of pushy ads)

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Case: ANWB
Infotainment series ‘de Wegenwacht Onderzoekt’

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BRAND LIFT
3X
vs direct response ads
BRAND AD RECALL
+56%
vs traditional ads
CONVERSION RATE
=
similar to performance ads
Case: Lyft
Undercover with Shaq

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PRODUCT ON AMAZON.JP WAS
SOLD OUT
SALES LIFT
103,7%
Case: Delicare M
Anime series to reach 20-30 years old
Year over Year
during campaign period

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BANK VISITS
10.000
MORE THAN
500.000
AUDIENCE RETENTION
81,4%
Case: Deutsche Bank
Undercover Documentary
views of the content
which is above average
throughout Germany

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GROWTH IN SUBSCRIBERS
86K
+133% relative to target
GROWTH IN VIEWS
35.9M
+17.850% relative to target
WATCH TIME (hours)
2M
+22.300% relative to target
Case: Amazon Prime Video
Creating ads people can’t resist: memes

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VIEWS
2M
+112% relative to target
WATCH TIME (hours)
88.000
+93% relative to target
PURCHASE INTENT
+88%
viewers vs non-viewers
Case: GAMMA
How-To videos and DIY transformations

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Purchase Intent NPS Ambassadorship
+88% +86% +73%
Source: Team5pm, Brand Effect Measurement, April 2021, n=507
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VIEWS
198K
+98% relative to target
WATCH TIME (hours)
17.222
+61% relative to target
AUDIENCE RETENTION
70%
+75% relative to benchmark
Case: Hyundai
The power of product reviews

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Brand Recall Brand Preference Consider Purchasing
+231% +650% +256%
Source: Team5pm, Brand Effect Measurement, August 2021, n=505
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1. Know the secret of effective videos
2. Optimize your creative
3. Redefine your definition of an ad
HOW TO COMBINE DATA & CREATIVITY
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Thanks
for your
attention.
Any questions?