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PAID MEDIA – YOUTUBE ADVERTISING
Copyright 2017 Latitude
Chris Morris Senior Paid Media Executive
AGENDA
• Introduction to YouTube
• Different Ad Formats
• Targeting Methods
• Campaign Best Practices
• Reporting and Key ...
INTRODUCTION
30 million unique visitors per month makes YouTube the world’s
2nd largest search engine.
USER DEMOGRAPHIC (DESKTOP)
Source: Google
USER DEMOGRAPHIC (MOBILE)
Source: Google
AD FORMATS
IN-STREAM
• Pre-Roll Advertising
• ‘Skippable’ after 5 Seconds
• Charged on a CPV Basis
• ‘View’ is when 30 Seconds
(or th...
DISCOVERY
• Formerly called “In-Display”
• Charged on a CPV Basis
• A Click = A View
APP INSTALL
• Compatible with In-Stream &
Discovery ad formats
• Compatible with Mobile &
Tablet devices
• Compatible with...
BUMPER
• Pre-Roll Advertising
• Un-Skippable Ad
• 6 Seconds in Length
• Charged on a CPV Basis
SHOPPING
YOUTUBE AD ‘EXTENSIONS’
Shopping Feed
Product Overlay
Call-to-Action
(CTA) Overlay
Companion
Banner
TARGETING METHODS
DEMOGRAPHIC
Target Users Based on:
• Age
• Gender
• Parental Status
INTEREST
YouTube places users into ‘Affinity Audiences’ based on their interest.
• Audiences based on user search and brow...
TOPIC
Serve your ads to users
currently engaging with videos
about a specific topic.
Over 400+ Topics to choose
from!
Topi...
PLACEMENT
Placement targeting allows
advertisers to target:
• Specific YouTube Videos
• Specific YouTube Channels
• Specif...
CONTEXTUAL KEYWORD
Serve your ad based on
keywords related to:
• Specific YouTube Videos
• Specific YouTube Channels
REMARKETING
Reach users who performed the following actions:
• Watched / Interacted with a Video
• Visited or Subscribed t...
OVERLAYING TARGETING
REPORTING & KEY METRICS
MEASURING IMPACT
Key Metrics of Focus:
• View Volume
• View-Rate %
• Video Length Watched
• Earned Actions
• Brand Search ...
Thank you.
Any questions?
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YouTube Paid Advertising Training Presentation

YouTube training deck I have presented to new recruits joining the business and various teams at Latitude.

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YouTube Paid Advertising Training Presentation

  1. 1. PAID MEDIA – YOUTUBE ADVERTISING Copyright 2017 Latitude Chris Morris Senior Paid Media Executive
  2. 2. AGENDA • Introduction to YouTube • Different Ad Formats • Targeting Methods • Campaign Best Practices • Reporting and Key Metrics • Channel Optimisation
  3. 3. INTRODUCTION 30 million unique visitors per month makes YouTube the world’s 2nd largest search engine.
  4. 4. USER DEMOGRAPHIC (DESKTOP) Source: Google
  5. 5. USER DEMOGRAPHIC (MOBILE) Source: Google
  6. 6. AD FORMATS
  7. 7. IN-STREAM • Pre-Roll Advertising • ‘Skippable’ after 5 Seconds • Charged on a CPV Basis • ‘View’ is when 30 Seconds (or the full video) is Watched
  8. 8. DISCOVERY • Formerly called “In-Display” • Charged on a CPV Basis • A Click = A View
  9. 9. APP INSTALL • Compatible with In-Stream & Discovery ad formats • Compatible with Mobile & Tablet devices • Compatible with Apple & Android apps • Users can download an advertiser’s app directly from YouTube
  10. 10. BUMPER • Pre-Roll Advertising • Un-Skippable Ad • 6 Seconds in Length • Charged on a CPV Basis
  11. 11. SHOPPING
  12. 12. YOUTUBE AD ‘EXTENSIONS’ Shopping Feed Product Overlay Call-to-Action (CTA) Overlay Companion Banner
  13. 13. TARGETING METHODS
  14. 14. DEMOGRAPHIC Target Users Based on: • Age • Gender • Parental Status
  15. 15. INTEREST YouTube places users into ‘Affinity Audiences’ based on their interest. • Audiences based on user search and browsing history. • 100+ audiences to choose from. • Examples: soccer fans, aspiring chefs, beauty mavens.
  16. 16. TOPIC Serve your ads to users currently engaging with videos about a specific topic. Over 400+ Topics to choose from! Topics include pets or food and drink.
  17. 17. PLACEMENT Placement targeting allows advertisers to target: • Specific YouTube Videos • Specific YouTube Channels • Specific GDN Sites
  18. 18. CONTEXTUAL KEYWORD Serve your ad based on keywords related to: • Specific YouTube Videos • Specific YouTube Channels
  19. 19. REMARKETING Reach users who performed the following actions: • Watched / Interacted with a Video • Visited or Subscribed to your Channel • Watched your Video as an Ad Or, use an existing ‘standard’ remarketing list.
  20. 20. OVERLAYING TARGETING
  21. 21. REPORTING & KEY METRICS
  22. 22. MEASURING IMPACT Key Metrics of Focus: • View Volume • View-Rate % • Video Length Watched • Earned Actions • Brand Search Volume + or -
  23. 23. Thank you. Any questions?

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