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Maximizing the Impact of Online Video Ads: Lean Back Vs. Lean Forward...A Video Ad Story By Cory Henke


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From the #SMX Advanced Conference in Seattle, Washington June 11-13, 2018. SESSION: Maximizing The Impact Of Online Video Ads. PRESENTATION: Maximizing the Impact of Online Video Ads: Lean Back Vs. Lean Forward...A Video Ad Story - Given by Cory Henke - Variable Media Agency, Founder / Business Development

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Maximizing the Impact of Online Video Ads: Lean Back Vs. Lean Forward...A Video Ad Story By Cory Henke

  1. 1. #SMX #12C @coryhenke Lean Back vs. Lean Forward… A Video Ad Story. Maximizing The Impact of Online Video Ads
  2. 2. #SMX #12C @coryhenke 1. The Power of Video.. Is Attention  The Importance of history  The Shift in Viewing Environment 2. YouTube TrueView (Lean Back)  Most Valuable Impression on the Web  The TrueView Ad Timeline  Audience Targeting with Creative  Follow The Trend  Action Items & Key Metrics Agenda 3.TheVideo Duopoly  Lean Back vs. Lean Forward  Audience Targeting Comparison CPV Comparison  The Stats (Scary)  Cross Platform Targeting 4. Vertical Video Duopoly  Instagram vs. Snapchat  Why Story Ads?  Action Items
  3. 3. #SMX #12C @coryhenke Unleashing The Power of Online Video Ads The Power of Video is Attention
  4. 4. #SMX #12C @coryhenke Attention: Before The Internet Our lives and attention will forever be changed by high speed internet & mobile devices.
  5. 5. #SMX #12C @coryhenke Attention: After The Internet We have all become multi-taskers and storytellers. Creating an importance for attention and a user with choice.
  6. 6. #SMX #12C @coryhenke What Do We Go To These Platforms For? Intent Matters
  7. 7. #SMX #12C @coryhenke Unleashing The Power of Online Video Ads YouTube TrueView
  8. 8. #SMX #12C @coryhenke “The most valuable impression on the web is the one you don’t pay for on YouTube from 0:00 to 0:30 with TrueView In-Stream.”
  9. 9. #SMX #12C @coryhenke
  10. 10. #SMX #12C @coryhenke Creative Audience Qualification Females CPV: $0.01 Moms CPV: $0.03 Moms with kids (0-1) CPV: $0.04 Moms with kids (0-1) HHI $50K+ CPV: $0.07
  11. 11. Boogie Wipes Video Example Backup Video:
  12. 12. #SMX #12C @coryhenke The Innovation of YouTube Video
  13. 13. #SMX #12C @coryhenke The Innovation of YouTube Video
  14. 14. #SMX #12C @coryhenke Action Item: Implement These 3 Video Creative Tactics. Medium Close Shot Face The Crowd Power of Product Demo
  15. 15. #SMX #12C @coryhenke Ad | Advertiser Comparison Impressions Views View Rate CPM CPV Ad | Adv 1 3,896,775 829,435 21% $11.6 $0.05 Ad | Adv 2 15,091,380 2,515,151 17% $11.5 $0.07 Ad | Adv 3 6,443,397 1,909,493 30% $10.4 $0.03 Ad | Adv 4 4,339,524 2,647,109 61% $5.7 $0.01 Ad | Adv 5 4,142,403 726,080 18% $13.8 $0.08
  16. 16. #SMX #12C @coryhenke YouTube: Custom Intent Audiences (Beta, Talk To Your Reps) Reach users with video ads on YouTube after they’ve searched for specific keywords on Google. Input your keyword list, and we’ll constantly refresh your YouTube audience with new people who have searched for those keywords recently.
  17. 17. #SMX #12C @coryhenke YouTube Director – Available in 7 Metro Cities 1. Plan Choose a video template and we'll match you with a filmmaker to help you write a script. 2. Shoot Your filmmaker will come to you to shoot, edit, and deliver your video—all in the same day. 3. Advertisers An ads specialist will get your video ad set up to help you reach the right audience for your business. Schedule 1-2 hours for script writing Schedule 2-3 hours for video shoot Schedule 30 mins for video ad set up $350 • LA • SF • CHI • D.C. • NY • BOS • ATL
  18. 18. #SMX #12C @coryhenke YouTube: Action Items & Key Metrics Action Items  When You Develop Creative? – Always have multiple versions to provide comparison between spots – Entertain, Engage, and/or Inspire – Most Important • Medium Close Shot • Face The Crowd • Power of The Product Demo  When Launching a YouTube Campaign – Implement Click Types • Cards, End Screens, Call To Action Overlays (if appropriate) – Test Your Video Throughout the Funnel • Top: Broad US, Topic, Gender, Age, Potentially City or Zip • Mid: In-Market, Custom Affinity, Non-Brand, In-Market • Low: Brand, Retargeting (Web & Video Viewers), YouTube Page Engagers (viewers, comments, likes, subscribers) Key Metrics  View Rate – This we believe has the most impact on CPV – Strategically analyze the first thirty seconds. Could be the difference between reaching 3-5x as many people as a $0.01 CPV is much more efficient than $0.03-$0.05  Earned View – A key indicator of a user who is looking to learn more about your brand, product or service – When a video has a strong earned view rate we can assume this would be a great top funnel video  Completion Rate – Always interesting specifically when analyzing longer form content 2min+ – Quartiles also help tell a story of where user drop off and click through are occurring  Conversion, ROAS, Click Through Rate – The ultimate goal and an indicator of a video that would be closer to the bottom of the funnel
  19. 19. #SMX #12C @coryhenke Unleashing The Power of Online Video Ads The Video Duopoly
  20. 20. #SMX #12C @coryhenke The Video Duopoly: Two Types of Primary User Behaviors  Lean Back (OTT, YouTube, TV, Netflix) – Longer watch time – More likely to complete a video ad – Less likely to last click convert – Storytelling & emotion- evoking – 100% SOV – Long Form, Explanatory, Product Introduction  Lean Forward (Facebook, Instagram, Snapchat) – Short watch time, more expensive – Higher cost for completion – Mid to lower funnel conversion-oriented – Quick reminders & savvy call to actions play well – Competitive & crowded environment – Shorter Form, Retargeting, Product reminder, feature highlight
  21. 21. #SMX #12C @coryhenke The Video Duopoly: Two Types of Primary User Behaviors strategies Geo/Location (bid) Keyword Customer Match Custom Affinity Platform Segmentation Placements Look-A-Like Modeling Life Events Device (bid) Interest, In-Market, Topic Manual Only Bidding Custom Intent Audiences strategies Demographics Connections Interests Custom Audience (Web) Behaviors Platform (FB / Instagram) Device Engagement Combination (and/or) Look-A-Like Modeling Auto or Manual (bid)
  22. 22. #SMX #12C @coryhenke The Cost Per View (CPV) Comparison Facebook Impression 0:0 0 0:0 3 0:3 0 0:1 0 Facebook view YouTube Impression YouTube View Facebook view
  23. 23. #SMX #12C @coryhenke The Video Duopoly: Google + Facebook = 65.8%
  24. 24. #SMX #12C @coryhenke Unleashing The Power of Online Video Ads Vertical Video
  25. 25. #SMX #12C @coryhenke The Vertical Video Duopoly Facts & Stats • 1 in 5 stories on Instagram gets a direct message • 60%+ of stories video views are played with sound-on • 1/3 of the most viewed stories are from businesses • 50% of businesses have created a story in the last month Sources • Instagram | Snapchat chart – Recode • Instagram | Facebook chart – • Facts – Instagram Internal Data, Jan. 2017
  26. 26. strategies Demographics Connections Interests Custom Audience (Web) Behaviors Device Engagement (Platform & Ad) Combination (and/or) Look-A-Like Modeling Auto or Manual (bid) strategies Demographics Shoppers & Lifestyle (300+ Aud.) Interests CRM Look-A-Like Device Venue Visitors TV Viewers (ComScore) Engagement (Swipe Ups) The Vertical Video Duopoly Continued
  27. 27. #SMX #12C @coryhenke From 1 30 Min Show to 30 1 Min Shows. The Shift. 1. Boomerang: 25% of stories videos uploaded 2. @Mentions: the ability to tag a friend, family member, or business 3. Links To See More : the ability for people to click offsite to a website 4. Rewind: a fun camera capture that plays a video in reverse The age of watching one show for 30 minutes to an hour each week is over. Today we watch 30 one minute shows daily and content producers need to stay top of mind with growing competition and creativity.
  28. 28. #SMX #12C @coryhenke Creative Opportunities Progress Bar 15 Seconds Pause To... Swipe Up Promotion
  29. 29. #SMX #12C @coryhenke Share these #SMXInsights on your social channels! #SMXInsights  When You Develop Creative? – Fast action & quick cuts work best to keep a user engaged – Call to actions of all kind also work well – Most Important • Variation • Video vs. Static Images • Add emoji’s, questions, polls, and offers  When Launching a Vertical Campaign – Implement Creative Across Multiple Audiences • Video View, Conversion (Retargeting, Interest & Behavior, Look Alike), as well as engagement for comparison purposes – Test Your Video Throughout the Funnel • Top: Reach, Brand Awareness, Video Views, Traffic • Mid: Lead Generation, Conversion (Interest & Behavior, Look Alike, Engagement (IG, FB, Video Views) • Low: Retargeting Web (Product View, Add To Cart, Purchasers)
  30. 30. #SMX #12C @coryhenke THANK YOU! SEE YOU AT THE NEXT #SMX Cory Henke Variable Medial
  31. 31. #SMX #12C @coryhenke Unleashing The Power of Online Video Ads More Action Items