VIDEO ADS
On where to start and other practicalities
Eva Afschrift
Online Marketing Consultant
eafschrift@reference.be
It starts with a good video
It starts with a good video
The choices you make…
key features of a video
Key Features
Branding
Recognizable
Short video
DIY
Content
Out of the box
Long video
Professional
video production
Video c...
Knowledge is (decision) power
KPIs
Views
( & Earned views)
View rate
( & % watched)
CTR
impressions =>
website visits
CTR
views => website
visits
Traffic
Con...
the bigger picture
OZ media campaign
OZ media campaign
3 campaign waves per year
TV and radio budget
Online budget
 Search campaigns
 Display banner campaign...
OZ media campaign
Campaign goals
 Brand awareness
=> banners & video
 Lead generation
=> search campaign
Key Features
Branding
Recognizable
Short video
DIY
Content
Out of the box
Long video
Professional
video production
Video c...
Views
( & Earned views)
View rate
( & % watched)
CTR
impressions =>
website visits
CTR
views => website
visits
Traffic
Con...
This is where we started…
video ad opportunities
Video Ad Opportunities
1. Adwords for Video
2. Adwords for Video remarketing
3. Engagement Ads
4. Facebook Video Ads
Adwords for Video: in-stream
Adwords for Video: in-display
YouTube search results
CTA overlay on
YouTube videos
YouTube video suggestion
Adwords for Video: in-display
Google Display Network
CPC
cost per click CPV
cost per view
Adwords for Video
e.g. OZ in-stream ads
€ 0,02
Adwords for Video
Adwords for Video
preview
Adwords for Video
View rate
Tip
track your campaign in the Video campaigns report in Google Analytics
Earned actions
Video Ad Opportunities
1. Adwords for Video
2. Adwords for Video remarketing
3. Engagement Ads
4. Facebook Video Ads
Video remarketing
Video remarketing list
• Target people who watched a
video
• Include list in Google Display
campaign
• M...
Video remarketing
Video remarketing list
• Target people who watched a
video
• Include list in Google Display
campaign
• M...
Adwords for Video: remarketing
list of all
video campaigns
Adwords navigation
Video remarketing list
Video remarketing
Video remarketing list
• Target people who watched a
video
• Include list in Google Display
campaign
• M...
Adwords for Video: remarketing
1
2
3
4
Regular remarketing list
Video remarketing
Video remarketing list
• Target people who watched a
video
• Include list in Google Display
campaign
• M...
Video Ad Opportunities
1. Adwords for Video
2. Adwords for Video remarketing
3. Engagement Ads
4. Facebook Video Ads
Engagement Ads
VIDEO OPTIONS
 Hover-to-play
 One video lightbox
 Three video lightbox
Engagement Ads
1
2
3
4
5
CPC
cost per click CPE
cost per
engagement
Engagement Ads
e.g. OZ engagement ads
€ 0,12
* clicks to website are free click...
Video Ad Opportunities
1. Adwords for Video
2. Adwords for Video remarketing
3. Engagement Ads
4. Facebook Video Ads
Facebook Video Ads
Embedded YouTube video Facebook video
How?
Facebook Video Ads
TIP
Don’t forget to track your Facebook
campaign via UTM tagging
Source facebook.com
Medium cpc
Campaig...
Facebook Video Ads: coming soon
www.facebook.com/business/news/New-Ways-for-Marketers-to-Build-Their-Brands-on-Facebook
1....
segmenting is key
target your audience
Adwords for Video
• Demographics & region
• Interests
• Topics
• Keywords
• Placements
Video Remarketing
• Video remarketi...
Adwords for Video
• Demographics & region
• Interests
• Topics
• Keywords
• Placements
Video Remarketing
• Video remarketi...
Adwords for Video
• Demographics & region
• Interests
• Topics
• Keywords
• Placements
Video Remarketing
• Video remarketi...
to give you an idea…
some results
Adwords for video
Campaign April-May (3 weeks)
Views 57K
Earned views 59
View rate 31%
Traffic 1K
CTR
website visits/impre...
Adwords for video: remarketing
Campaign April-May (7 weeks)
Views 7,5K
Earned views 31
View rate 42%
Traffic 193
CTR
websi...
Engagement ads
Campaign April-May (3 weeks)
Views 9K
View rate 3,34%
Traffic 209
CTR
website visits/impressions
0,07%
CTR
...
Some food for thought…
There’s even more!
RTB (real-time bidding): pre-roll
vtm.be
Facebook autoplay video ads
COMING!
* this feature is
only available for
premium
advertisers
http://www.insidefacebook.com...
Branded Vine channels
vine.co/nikefootball

Use your Vines in
promoted tweets
Twitter video promoted tweets
COMING:
Twitter one-click video
promoted tweets
* this feature is not yet available
for all ...
Instagram video ads
COMING!
* this feature will only be available for premium advertisers
www.adweek.com/news/technology/i...
What you should never forget!
Key Takeaways
Just remember this
Working with video is an
option for everyone
(even with a smaller budget)
When you’re ready to dive in:...
Thanks!
Eva Afschrift
Online Marketing Consultant
eafschrift@reference.be
Video Advertising - Eva Afschrift
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Video Advertising - Eva Afschrift

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De focus in online marketing ligt steeds vaker op de betalende opties. Het scala aan mogelijke advertentieformaten is dan ook groter dan ooit. Een veelbesproken trend voor 2014 is het inzetten van video binnen het advertentiebudget. We duiken in de media campagnes van OZ, waar we steeds meer gaan inzetten op branded video binnen een multichannel campagne.

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  • Video Advertising - Eva Afschrift

    1. 1. VIDEO ADS On where to start and other practicalities Eva Afschrift Online Marketing Consultant eafschrift@reference.be
    2. 2. It starts with a good video
    3. 3. It starts with a good video
    4. 4. The choices you make… key features of a video
    5. 5. Key Features Branding Recognizable Short video DIY Content Out of the box Long video Professional video production Video content Video production Define your video’s identity
    6. 6. Knowledge is (decision) power KPIs
    7. 7. Views ( & Earned views) View rate ( & % watched) CTR impressions => website visits CTR views => website visits Traffic Conversions Conversion rate Cost / conversion Share rate Likes & comments Embed count Quantity Quality
    8. 8. the bigger picture OZ media campaign
    9. 9. OZ media campaign 3 campaign waves per year TV and radio budget Online budget  Search campaigns  Display banner campaigns  Engagement ads campaigns  Adwords for video campaigns
    10. 10. OZ media campaign Campaign goals  Brand awareness => banners & video  Lead generation => search campaign
    11. 11. Key Features Branding Recognizable Short video DIY Content Out of the box Long video Professional video production Video content Video production
    12. 12. Views ( & Earned views) View rate ( & % watched) CTR impressions => website visits CTR views => website visits Traffic Conversions Conversion rate Cost / conversion Share rate Likes & comments Embed count Quantity Quality
    13. 13. This is where we started… video ad opportunities
    14. 14. Video Ad Opportunities 1. Adwords for Video 2. Adwords for Video remarketing 3. Engagement Ads 4. Facebook Video Ads
    15. 15. Adwords for Video: in-stream
    16. 16. Adwords for Video: in-display YouTube search results CTA overlay on YouTube videos YouTube video suggestion
    17. 17. Adwords for Video: in-display Google Display Network
    18. 18. CPC cost per click CPV cost per view Adwords for Video e.g. OZ in-stream ads € 0,02
    19. 19. Adwords for Video
    20. 20. Adwords for Video preview
    21. 21. Adwords for Video View rate Tip track your campaign in the Video campaigns report in Google Analytics Earned actions
    22. 22. Video Ad Opportunities 1. Adwords for Video 2. Adwords for Video remarketing 3. Engagement Ads 4. Facebook Video Ads
    23. 23. Video remarketing Video remarketing list • Target people who watched a video • Include list in Google Display campaign • Material: text ads & banners Regular remarketing list • Target people who visited your website, completed an action • Include list in Adwords for video campaign (on YouTube & GDN) • Material: video ads Works in 2 ways
    24. 24. Video remarketing Video remarketing list • Target people who watched a video • Include list in Google Display campaign • Material: text ads & banners Regular remarketing list • Target people who visited your website, completed an action • Include list in Adwords for video campaign (on YouTube & GDN) • Material: video ads Works in 2 ways
    25. 25. Adwords for Video: remarketing list of all video campaigns Adwords navigation Video remarketing list
    26. 26. Video remarketing Video remarketing list • Target people who watched a video • Include list in Google Display campaign • Material: text ads & banners Regular remarketing list • Target people who visited your website, completed an action • Include list in Adwords for video campaign (on YouTube & GDN) • Material: video ads Works in 2 ways
    27. 27. Adwords for Video: remarketing 1 2 3 4 Regular remarketing list
    28. 28. Video remarketing Video remarketing list • Target people who watched a video • Include list in Google Display campaign • Material: text ads & banners Regular remarketing list • Target people who visited your website, completed an action • Include list in Adwords for video campaign (on YouTube & GDN) • Material: video ads Works in 2 ways
    29. 29. Video Ad Opportunities 1. Adwords for Video 2. Adwords for Video remarketing 3. Engagement Ads 4. Facebook Video Ads
    30. 30. Engagement Ads VIDEO OPTIONS  Hover-to-play  One video lightbox  Three video lightbox
    31. 31. Engagement Ads 1 2 3 4 5
    32. 32. CPC cost per click CPE cost per engagement Engagement Ads e.g. OZ engagement ads € 0,12 * clicks to website are free clicks!
    33. 33. Video Ad Opportunities 1. Adwords for Video 2. Adwords for Video remarketing 3. Engagement Ads 4. Facebook Video Ads
    34. 34. Facebook Video Ads Embedded YouTube video Facebook video How?
    35. 35. Facebook Video Ads TIP Don’t forget to track your Facebook campaign via UTM tagging Source facebook.com Medium cpc Campaign oz-mediacampaign Content newsfeed-video-slimme-zet
    36. 36. Facebook Video Ads: coming soon www.facebook.com/business/news/New-Ways-for-Marketers-to-Build-Their-Brands-on-Facebook 1. New metrics 2. Add CTA to video ad 3. (Create video remarketing audience) * only via account manager
    37. 37. segmenting is key target your audience
    38. 38. Adwords for Video • Demographics & region • Interests • Topics • Keywords • Placements Video Remarketing • Video remarketing lists • Regular remarketing lists • Display campaign targeting: keywords, topics, placements • Demographics & region Engagement ads • Display campaign targeting: keywords, topics, placements • Demographics & region • Interests & remarketing Facebook Video Ads • Demographics & region • Interests, behaviours & categories • Connections (fans, friends of fans) • Custom audiences Targeting options
    39. 39. Adwords for Video • Demographics & region • Interests • Topics • Keywords • Placements Video Remarketing • Video remarketing lists • Regular remarketing lists • Display campaign targeting: keywords, topics, placements • Demographics & region Engagement ads • Display campaign targeting: keywords, topics, placements • Demographics & region • Interests & remarketing Facebook Video Ads • Demographics & region • Interests, behaviours & categories • Connections (fans, friends of fans) • Custom audiences Targeting options
    40. 40. Adwords for Video • Demographics & region • Interests • Topics • Keywords • Placements Video Remarketing • Video remarketing lists • Regular remarketing lists • Display campaign targeting: keywords, topics, placements • Demographics & region Engagement ads • Display campaign targeting: keywords, topics, placements • Demographics & region • Interests & remarketing Facebook Video Ads • Demographics & region • Interests, behaviours & categories • Connections (fans, friends of fans) • Custom audiences Targeting options
    41. 41. to give you an idea… some results
    42. 42. Adwords for video Campaign April-May (3 weeks) Views 57K Earned views 59 View rate 31% Traffic 1K CTR website visits/impressions 0,44% CTR website visits/views 1,44%
    43. 43. Adwords for video: remarketing Campaign April-May (7 weeks) Views 7,5K Earned views 31 View rate 42% Traffic 193 CTR website visits/impressions 1,04% CTR website visits/views 2,51% Conversion rate 1,55%
    44. 44. Engagement ads Campaign April-May (3 weeks) Views 9K View rate 3,34% Traffic 209 CTR website visits/impressions 0,07% CTR website visits/views 2,15% Conversion rate 9,09%
    45. 45. Some food for thought… There’s even more!
    46. 46. RTB (real-time bidding): pre-roll vtm.be
    47. 47. Facebook autoplay video ads COMING! * this feature is only available for premium advertisers http://www.insidefacebook.com/2014/05/20/facebook-announces-international-launch-of-auto-play-video-ads/
    48. 48. Branded Vine channels vine.co/nikefootball  Use your Vines in promoted tweets
    49. 49. Twitter video promoted tweets COMING: Twitter one-click video promoted tweets * this feature is not yet available for all advertisers http://www.insidefacebook.com/2014/05/20/faceboo k-announces-international-launch-of-auto-play- video-ads/
    50. 50. Instagram video ads COMING! * this feature will only be available for premium advertisers www.adweek.com/news/technology/instagram-video-ads-are-coming-soon-157308
    51. 51. What you should never forget! Key Takeaways
    52. 52. Just remember this Working with video is an option for everyone (even with a smaller budget) When you’re ready to dive in:  Define your campaign goals  Produce a video identity matching your goals  Map your KPIs on your video’s identity  Measure & evaluate Now let’s get started!
    53. 53. Thanks! Eva Afschrift Online Marketing Consultant eafschrift@reference.be

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