Cory Henke — YouTube User Behavior Platform Changes
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These slides were presented at the SEMrush webinar "How to Do YouTube Ads (Part II)". Video replay and transcript are available at https://www.semrush.com/webinars/youtube-advertising-how-to-do-part-2/
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Cory Henke — YouTube User Behavior Platform Changes
- 1. 1Slide / User Behavior Creative Strategy YouTube Discovery
- 3. Scalability In The Past, the goal for brands was scale as attention was guaranteed.
- 4. Attention Today, Scale and Targeting is readily available with mobile phones in each of our hands.
- 5. 5Slide / The User Experience
- 6. 6Slide / Two types of User Behavior: Lean Forward • Platform (Facebook, Instagram, Snapchat) • Short watch time • Higher cost for completion • Works across the entire funnel • Quick reminders & savvy call to actions play well • Competitive & crowded environment
- 7. 7Slide / Two types of User Behavior: Lean Back • 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 & Sound (Most Cases) • Long Form, Explanatory, Product Introduction
- 10. 10Slide / Categories for Creative Attributes (8) • Music • Feel – Action • Feel – Mysterious • Brand Related Music/Audio • Actors • Male Celebrity • Female Children • Men and Women Interacting • Domestic Animals (Pets) YouTube: Introduction - Yours.co https://www.youtube.com/watch?v=RxyEKZhVpkk
- 11. 11Slide / Categories for Creative Attributes (8) • Branding • Brand in first 5 seconds • Logo shown – on product • Logo shown – not on product • Story-telling Style • Humor • Suspenseful • Documentary • Testimonial
- 12. 12Slide / Categories for Creative Attributes (8) • Creative Devices • Animation • Text Slides • Interaction w/ Viewer • Call To Action • CTA to Search Online • CTA to visit Twitter Hashtag • CTA to visit store • CTA to Instagram profile
- 13. 13Slide / Categories for Creative Attributes (8) • Actions • Eating • Crying • Hugging • Travelling • Attention Catching • Shocking noise or music • Unexpected Image • Fast motion • Something never seen before
- 14. 14Slide / Storytelling Style – A Google Study
- 15. 15Slide / Brand Presence – A Google Study
- 17. 17Slide / YouTube investing into vertical engagement and ads YouTube Vertical Video Ad YouTube Feed Engagement YouTube Stories
- 18. 18Slide / Discovery (YouTube) • What do we know about the feed? • Lean Forward • Form of search (Scrolling through content) • Constant thumb motion waiting for engagement • Mindless behavior • People more willing to scroll than search because of algorithm improvements
- 20. 20Slide / The Unfortunate Part (Current Limitations) • No separation of • Placements • Devices • Exclusions Limited • Platform Separation? Remove unknown in demo. (could limit g-mail)