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YouTube Ads: Reaching a Billion Users Driving Growth and Revenue By Jeff Martin

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From the SocialPro Conference in Las Vegas, Nevada, November 18-19, 2015. SESSION: The Social Ad Landscape: From Pinterest To Tumblr To LinkedIn To YouTube & Beyond. PRESENTATION: YouTube Ads: Reaching a Billion Users Driving Growth and Revenue - Given by Jeff Martin, @Jeff_Martin - Touchstorm, Vice President, YouTube Audience Development. #SocialPro #12B

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YouTube Ads: Reaching a Billion Users Driving Growth and Revenue By Jeff Martin

  1. 1. #socialpro #12b @Jeff_Martin The Social Ad Landscape: YouTube YOUTUBE ADS: REACHING A BILLION USERS DRIVING GROWTH AND REVENUE
  2. 2. #socialpro #12b @Jeff_Martin Getting To Know You: Touchstorm +
  3. 3. #socialpro #12b @Jeff_Martin Getting To Know You: Jeff
  4. 4. #socialpro #12b @Jeff_Martin Getting To Know You: Jeff Secret Keys
  5. 5. #socialpro #12b @Jeff_Martin Advantages of Social Ads on YouTube Global Reach §  Over 1 billion users (1/3 of the Internet) §  Localized in 70 countries and 76 languages §  More 18-34/49s than a U.S. cable network Fuels Organic §  Views and watch time go toward organic visibility
  6. 6. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube Formats §  Pre-roll (in-stream)
  7. 7. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube
  8. 8. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube
  9. 9. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube
  10. 10. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube Formats §  Pre-roll (in-stream) §  In-display
  11. 11. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube
  12. 12. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube
  13. 13. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube Formats §  Pre-roll (in-stream) §  In-display §  In-display (in-search)
  14. 14. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube
  15. 15. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube Formats §  Pre-roll (in-stream) §  In-display §  In-display (in-search) §  Shopping ads
  16. 16. #socialpro #12b @Jeff_Martin Choices of Social Ad Formats on YouTube
  17. 17. #socialpro #12b @Jeff_Martin Targeting Options for Video Standard methods are available: §  Geographic, demographic §  Keywords (search & contextual) §  Placements, etc. Unique to YouTube: §  Channel and video level targeting
  18. 18. #socialpro #12b @Jeff_Martin Video Campaign Metrics in AdWords Metrics for measuring success §  CPV - Cost per view §  View rate - video version of click-thru-rate §  Earned actions – organic activity that follows a paid view: §  Subscribers, views, playlist additions, shares and likes
  19. 19. #socialpro #12b @Jeff_Martin Video Campaign Metrics in AdWords Metrics for measuring success §  Video played to – what percentage of viewers watched to that point in the video
  20. 20. #socialpro #12b @Jeff_Martin Video Campaign Performance Metrics Metrics for measuring success §  Watch time – total amount of time a video has been watched §  Session watch time – a video’s contribution to the length of user watch sessions
  21. 21. #socialpro #12b @Jeff_Martin Video Campaign Performance Metrics Warning: §  The paid door swings both ways organically. §  Don’t set your campaign on auto-pilot. §  Driving users to a video they quickly abandon sends poor quality signals to YouTube which can impact discoverability.
  22. 22. #socialpro #12b @Jeff_Martin THANK YOU! JOIN US @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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