How reed.co.uk broke YouTube click through rates - iCrossing Display Day

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iCrossing

Find out how reed.co.uk managed to break YouTube click through rates - as presented at iCrossing UK Display Day 2014

Marketing

How we broke YouTube
click-through rates and
5 top tips so you might be able to
do something as good in the
future.
Oliver Hughes – iCrossing
Jamie Bodkin – reed.co.uk
#iXdisplay

Established 1995
UK’s First Multi Sector Job Site
First Website Launched by a
Recruitment Agency
#iXdisplay

240 members of staff
Monthly Visits: 14M
Monthly Regs: 200K #iXdisplay

200,000 jobs
13,000 recruiters
ASOS, Emirates, Deloitte, Sky,
Barclays, Diageo, EE, Santander…
#iXdisplay

UK’s # 1 Job Site,
More Share,
More Awareness
iCrossing since
Summer 2012
#iXdisplay

Oh, yeah, we also
Love Mondays…
And we want the UK
to Love Mondays too.
#iXdisplay

Digital Performance Channels Rule The Roost
Search, Remarketing, Aggregators, Email…
#iXdisplay

Huge Audience
43.7 43
38.6
30
23.1 22.6 22.3 21.6 21.2
27.4
1.8 1.3 0.5
ITV 4 Five ITV 2 More 4 ITV 4 ITV 3 Dave E4 YouTube 4OD ITV Player Sky Go

-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
6-14 15-24 25-34 35-44 45-54 55+
Huge Audience

Testing The Water
Ran 30 second ad
Supported September 2012 TV Campaign
1.06% CTR
£0.60 CPC
Not bad. A little unsatisfactory
Google HQ Video Workshops
Team left us one clear piece of advice…

TIP #1
Build For The Platform.
#iXdisplay

And. It Worked.
CPC £0.12 (AdWords CPC: £0.25)
844,565 clicks
11,662 registrations
Increased Market Share 0.7%
Increased awareness 20.8%
3.6% CTR
#iXdisplay

And. It Worked.
CPC £0.12 (AdWords CPC: £0.25)
844,565 clicks
11,662 registrations
Increased Market Share 0.7%
Increased awareness 20.8%
#iXdisplay

So, What Did We Learn?
It needn’t cost the earth
Plan early. Really early
Relevant creative is key
And…

EnfranchiseALL
‘MultiChannel’Thinking
Workshops
RegularCalls&Comms
StrategyDays
Letthemgetonwithit…

TIP #3
Data Underpins Creative.
#iXdisplay

Celebrity
Gossip
Sports
Gaming
Fashion
Cooking
Health&
Fitness
Cars
Music
Travel
parenting
What Do ?Users Like

And, What?
Extra targeting impacts cost, but…
Still competitive
Data showed we were speaking
to relevant niches.

Selling in can take time
Be brave, take some risks
Consider clever ways to save costs
Understand not everything will work
#iXdisplay

What's Next For Us?
Started planning for Jan 2015
Multi Channel / Multi Device Approach
Try, test and learn some more
700% Budget Increase Over Two Years
#iXdisplay

We are looking for a reseller business partnership, where you can outsource any digital or tech project to us on a revenue sharing basis. Zaitoon is an awarded digital agency based in India offering complete solutions in Digital Technology (Mobile Apps, Website, Custom Applications etc.) and Marketing (SEO, PPC, Social etc.). Thanks. Regards, Imran Director - Business Development https://ZaitoonAgency.com

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In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities. When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion. Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.

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10 Videos Any Business Can Make Right Now! - Shelly Nathan

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10 Video Ideas Any Business Can Make RIGHT NOW! You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session. Key Takeaways: How to use the Video Matrix How to use additional "Lenses" Where to source original video ideas

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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\ Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

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AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

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How reed.co.uk broke YouTube click through rates - iCrossing Display Day

1. How we broke YouTube click-through rates and 5 top tips so you might be able to do something as good in the future. Oliver Hughes – iCrossing Jamie Bodkin – reed.co.uk #iXdisplay

2. Established 1995 UK’s First Multi Sector Job Site First Website Launched by a Recruitment Agency #iXdisplay

3. 240 members of staff Monthly Visits: 14M Monthly Regs: 200K #iXdisplay

4. 200,000 jobs 13,000 recruiters ASOS, Emirates, Deloitte, Sky, Barclays, Diageo, EE, Santander… #iXdisplay

5. UK’s # 1 Job Site, More Share, More Awareness iCrossing since Summer 2012 #iXdisplay

7. Oh, yeah, we also Love Mondays… And we want the UK to Love Mondays too. #iXdisplay

8. Digital Performance Channels Rule The Roost Search, Remarketing, Aggregators, Email… #iXdisplay

9. Outdoor Built Brand. Digital Supported.

10. January 2012 – TV #iXdisplay

11. #iXdisplay

12. Huge Audience 43.7 43 38.6 30 23.1 22.6 22.3 21.6 21.2 27.4 1.8 1.3 0.5 ITV 4 Five ITV 2 More 4 ITV 4 ITV 3 Dave E4 YouTube 4OD ITV Player Sky Go

13. - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 6-14 15-24 25-34 35-44 45-54 55+ Huge Audience

14. #iXdisplay

15. Testing The Water Ran 30 second ad Supported September 2012 TV Campaign 1.06% CTR £0.60 CPC Not bad. A little unsatisfactory Google HQ Video Workshops Team left us one clear piece of advice…

16. TIP #1 Build For The Platform. #iXdisplay

17. #iXdisplay

18.

19. #iXdisplay

20. #iXdisplay

21. #iXdisplay

22. What Do People Look At On #iXdisplay

23. #iXdisplay

24. ‘Wang’.

25. And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8% 3.6% CTR #iXdisplay

26. And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8% #iXdisplay

27.

28. So, What Did We Learn? It needn’t cost the earth Plan early. Really early Relevant creative is key And…

29. TIP #2 Integrate Agencies. #iXdisplay

30. EnfranchiseALL ‘MultiChannel’Thinking Workshops RegularCalls&Comms StrategyDays Letthemgetonwithit…

31. TIP #3 Data Underpins Creative. #iXdisplay

32. #iXdisplay

33. #iXdisplay

34.

35. QualitativeQuantitive #iXdisplay

36. Celebrity Gossip Sports Gaming Fashion Cooking Health& Fitness Cars Music Travel parenting What Do ?Users Like

37.

38. And, What? Extra targeting impacts cost, but… Still competitive Data showed we were speaking to relevant niches.

39. TIP #4 ThinkChannelAgnostic. #iXdisplay

40. #iXdisplay

41. #iXdisplay

42. #iXdisplay

43. TIP #5 BeBrave,Don’tRest. #iXdisplay

44. Selling in can take time Be brave, take some risks Consider clever ways to save costs Understand not everything will work #iXdisplay

45. What's Next For Us? Started planning for Jan 2015 Multi Channel / Multi Device Approach Try, test and learn some more 700% Budget Increase Over Two Years #iXdisplay

46. TIP #1 Build For The Platform. #iXdisplay

47. TIP #2 Integrate Agencies. #iXdisplay

48. TIP #3 Data Underpins Creative. #iXdisplay

49. TIP #4 ThinkChannelAgnostic. #iXdisplay

50. TIP #5 BeBrave,Don’tRest. #iXdisplay

51. #iXdisplay Thank You