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PixTV 25: YouTube Advertising - 5 and a Half Things Brands, Marketers, and Agencies Need to Know


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We know more than a few things about YouTube Advertising. In fact, we’ve put together some powerful and effective campaigns that delivered results 500% higher than our closest competition. We also know that most marketers and agencies just aren’t doing it right. Good thing we can help.

In this hard-hitting, no-fluff webinar, we’ll show you how to:
-Incorporate organic optimization to accelerate paid search
-Execute effective advertising and seeding strategies
-Determine which ad formats work best
-Move from broadcast mentality to hyper-targeting
-Avoid ad-buying scams and black hat techniques

So, what’s the ½? Sign up and you’ll learn more about the critical piece that ties it all together.

Connect With Pixability:
Twitter | @pixability
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phone | 1-888-PIX-VIDEO

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PixTV 25: YouTube Advertising - 5 and a Half Things Brands, Marketers, and Agencies Need to Know

  1. 1. Pixability TV 25WebinarOctober 17, 2012
  2. 2. YouTube Advertising - 5½ Things Brands,Marketers, and Agencies Need to Know The Market/Marketing Funk Video Content Emancipation? 1. YouTube as a Marketing & Advertising Platform 2. YouTube Ad Formats 3. Hyper-target 4. Setting Up a YouTube Campaign 5. Measure What Matters 5½. Don’t Do This! Questions
  3. 3. Questions? Twitter: @pixability #pixtv25
  4. 4. Pixability: About Us Conceived at MIT, based in Cambridge, MA Drives YouTube results for business  Marketing platform for brand content marketing  Big data keyword/audience analysis for ad buyers Extensive YouTube experience  9,000+ brand YouTube Channels analyzed  Authors of “Video Marketing for Dummies” Over 500 customers
  5. 5. PixabilityWe solve YouTube for marketers and agencies Advertising Content Marketing Solutions Solutions Drive targeted traffic quickly Build a long-term audience On
  6. 6. Video Marketing for Dummies: The Book  Available as paperback and ebook  408 pages, $16.32 paperback $14.00 Kindle
  7. 7. The Market/Marketing Funk
  8. 8. Marketing Effectiveness Challenge How are your campaigns?
  9. 9. Video Content Emancipation?
  10. 10. Content marketing on the rise: Video is #1Most Preferred Contentby US Brand/Agency Marketers (Source: Outbrain, March 2012)87% Videos 67% Blog Posts 44% 44% Slideshows Articles 22% Other
  11. 11. Doing it the Wrong WayBig brands like Liberty Mutual produce expensive videos no one watchesMost corporations (and agencies) struggle with the management of their YouTube channel
  12. 12. …and fail to effectively target advertising
  13. 13. 1. YouTube as aMarketing and Advertising Platform
  14. 14. YouTube is the dominant video platformDominating in monthly video views Attracting younger viewers than TV Yahoo Facebook 33% Vevo YouTube VS. Viacom 67% Microsoft AOL 154M U.S. Amazon VS. Ages 18-49 Ages 50+ viewers Turner 18.2B U.S. video views per month Vimeo Prime 24%  55% of the U.S. online video Time market by video views TV 76%
  15. 15. YouTube is a major marketing channelAudiences are shifting from TV to YouTube #2 search engine, #1 video platform Now serving 4 billion hours of video per month, up from 3B earlier this year (Wall Street Journal, 7/31/2012) Over half of senior executives say they watch work-related videos on YouTube at least weekly (Forbes Insights, 2010)Brands are following and being rewarded Content marketing is on the rise and video content marketing is the most preferred by marketers 99 of 100 top global brands and 36% of U.S. businesses over 100 employees already use YouTube for marketing (eMarketer, 8/2012) 4 in 10 shoppers visited a store online or in-person as a direct result of watching a video online (ReelSEO, 8/2012)
  16. 16. Business video on YouTube is skyrocketingThe biggest marketers in the world are already using YouTube toreach their customersMonthly videos published on YouTube by global Top 100 Brands (Source: Pixability Video Radar)
  17. 17. The Traditional Ad Model• Show a lot of ads• Maximize Reach x Frequency• Customer buys (maybe)
  18. 18. Online Video:Paid, owned & earned media work together Promoted Video Ad YouTube Ads YouTube Channel Social Sharing Highly targeted, more A video channel Build a community cost effective than that you own and around your video traditional media control fully content Website Driving conversions through highly qualified website traffic
  19. 19. Your YouTube Brand Channel:Like Having Your Own Cable TV Station
  20. 20. 2. YouTube Ad Formats
  21. 21. YouTube TrueView ad formats Skippable* In-stream Display Ads Keyword Search Display Ads (in-stream) (in-slate) (in-search) (in-display) * Skippable after 5 seconds Value for money: Charged per engaged video view, not per click or impression Extremely flexible: Very different cost per view (CPV) ranges available depending on format and targeting
  22. 22. Ad Formats (1): In-stream Companion Banner  The ad rolls right before (permanently displayed) the video the user In-stream Video Ad selected. There is also space for a permanently displayed companion banner on the page. Viewers can skip the ad after 5 seconds.  Users can click right through to the advertiser’s website.  Charged only per view of the entire ad or of over 30 seconds of it, not by the length of the ad and not by click.
  23. 23. Ad Formats (2): In-search  Ad appears for keywords that users are specifically searching for. Ads are displayed on top or next to search results.  Charged per click on the ad (only if viewer watches some of the underlying ad).
  24. 24. Ad Formats (3): In-display  Placed right next to a video in the same spot where related videos are shown.  Charged per click on the ad (but only if user watches some of the underlying ad.)
  25. 25. Ad Formats (4): In-slate  Viewer has choices Display Ads of 3 video ads (in-slate)  Shown before YouTube partner videos that are 10 minutes or longer  Charged per click on the ad (but only if user watches some of the underlying ad.)
  26. 26. 3. Hyper-target
  27. 27. Pixability Radar • Automatically identifies the most successful YouTube channels for a particular topic. • Competitive analysis • Ad targeting • Suggests related keywords that are being used by the most successful videos.
  28. 28. Pixability Video Radar“What is going on in my industry on YouTube?” • Videos and channels (=competitors) that deal with a particular topic • The number of views these videos attract (=size of the audience) • Social media reactions from viewers • Details about each video
  29. 29. YouTube Example: HP  Goal: Measure the effectiveness of a video PR campaign to encourage people to buy original HP ink.  Pixability Radar analyzed hundreds of thousands of videos for relevant content.  Results:  HP gets views, but people don’t believe the message  Very negative user feedback compared to the rest of the sector  Content can’t be found even if people look for information on this topic.
  30. 30. We use ‘big data’ algorithms to do it INPUT Data about millions of YouTube videos  Big data analytics software forSocial data YouTube marketing  Provides multi-dimensional insights:  Audience analysis: “How many people watch videos about this topic?”  Topic identification: “Which sub-topics are particularly popular?” Video Social Video Search sentiment  Competitive monitoring and Performance Analysis and sharing Analysis benchmarking: analysis “Who has the most successful videos in this space?”  SEO/Automated keyword research & Audience, to Video SEO tracking: pic and Ad Hyper- and social competition Targeting “Which keywords should I optimize for?” outreach analytics  Hyper-precise ad targeting: “Where do I have to put my ads to reach the relevant audience?” Right Right Right  Patent-pending software CONTENT AUDIENCE ACTION
  31. 31. 4.Setting up a YouTube Campaign
  32. 32. Create New Video Campaign
  33. 33. Choose Campaign Location
  34. 34. Select Ad Schedule
  35. 35. 5. Measure What Matters
  36. 36. What to Analyze? Raw numbers like views, users, demographics Traffic sources  Embed sites and links  Search keywords User engagement and sharing Click tracking Process: Establish a rhythm for analysis, e.g. monthly deep-dive with a quick weekly update
  37. 37. Look at conversions – not just views  Pixability Campaign Start +380% For-profit beauty school chain with 100+ locations  Relies on online promotion to drive enrollment  600+ YouTube videos cost $300k + to create and but were ineffective  Pixability increased Empire conversions by 380% in just 3 months June, 2011 July, 2011 August, 2011 September, 2011
  38. 38. YouTube + Pixability = lower-costconversions Organic Search $36 $37 AFTER Pixability YouTube $67 BEFORE Pixability Lead Gen Sites $132Local Directories $150 Social Media $430 $0 $50 $100 $150 $200 $250 $300 $350 $400 $450 $500 Cost per online lead Source: Empire Education Group traffic data, Pixability analysis
  39. 39. Conversion rates: YouTube is highly effective inconverting new prospects Conversion Rates (Site visit to lead) by Traffic Source8.0% 7.1% 7.2%7.0% 6.1%6.0%5.0% 4.8%4.0% 3.8%3.0% 2.2%2.0% 1.2%1.0% 0.3% 0.1%0.0% SEO Search for brand Direct traffic Lead gen sites Local directories YouTube Social media Mobile ads Display ads Traffic from users who already Traffic from users who just know what they’re looking for. discovered the brand.
  40. 40. Customer Example: Private College  Private college in Conversion rate Boston Local search 25.4%  Online conversion rate for YouTube adsOrganic search 14.8% equally high as organic search, clearly beating YouTube 13.8% social media. Facebook 6.0%  7x better performance Direct traffic than social ads 6.0%  Pixability deliverables: Twitter 4.1%  YouTube ad campaign Social ads 2.0%  Audience analysis, content strategy 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%  Video SEO  YouTube channel optimization Conversions: defined as expressed interest in admission details
  41. 41. Video Grader: video performance benchmarkingMeasures the Effectiveness of Video Marketing based on Best Practices  Empirical database of 9000+ companies  Real-time monitoring of competitors’ activities  No comparable information source in the industry  Free version at
  42. 42. YouTube Analytics • Good starting point and free. • Optimized for content producers, not marketers. • Figuring out the most important facts for marketers is tough.
  43. 43. Advanced Analytics • For example in Pixability Caffeine • Easier and time-saving way to get to the right business facts. • Where did my traffic come from? • What do I need to focus on? • How do people react? • What are my competitors doing? • Automated email alerts.
  44. 44. Video Radar: Analyzing Viewer Feedback • Monitoring what people think is as important as watching pure view numbers. • Pandering to the audience with badly executed humor can go very wrong.
  45. 45. Now What? Making Analytics ActionableDon’t stop at analysis, but define clear actions Produce better / more / different content  Watch carefully what people like Invest in advertising and SEO Improve social media outreach Improve calls-to-action  Tell people what they should do next  Make it easy to contact you  Make sure you track all clicks, e.g. with
  46. 46. 5.1/2 Don’t Do This!
  47. 47. Don’t Market Bad Content Seriously…
  48. 48. Closing Thoughts
  49. 49. Good targeting boosts click-through ratesClick-Through Rates on Video Ads 0.7% Video Ad Networks 3.5% Video Portals + 10-30% Hyper Targeting Sources: AdWeek, Emarketer, Vindico, QuickPlay Media, Pixability Client Data
  50. 50. We offer ad and content marketing solutions Latte Cappuccino Espresso Reach your audience with Give your video marketing Kick-start and accelerate your hyper-targeted YouTube ads an extra boost with combined online video content with our content marketing and ads expert help YOUTUBE Campaign Media OptimizationADVERTISING Planning Buying & Reporting YOUTUBE YouTube Video SEO & Analytics & CONTENT Channel Social Media Performance MARKETING Optimization Outreach Audits CAFFEINE SOFTWARE uses big data technology approaches
  51. 51.
  52. 52. Questions?
  53. 53. 888-PIX-VIDEO - @agoeldi - @robciampa