Luncheon presentation sponsored by Pixability: 7 Insights To Power Your Social Video Ad Strategy, Glossy Forum, October 20th, 2016
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The document discusses strategies for powering a social video advertising campaign. It provides insights into fashion and beauty video viewership on platforms like YouTube, Facebook, Instagram and Twitter. The presentation recommends considering who your audience is, what type of content performs best, where people are watching videos, and when they engage with content. It also offers tips on leveraging each platform's strengths, partnering with influencers, and properly measuring campaign performance across networks.
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Luncheon presentation sponsored by Pixability: 7 Insights To Power Your Social Video Ad Strategy, Glossy Forum, October 20th, 2016
- 1. Proven Video Advertising Performance. Powered by Pixability. 1 Digital Makeover: How To Power Your Social Video Ad Strategy Jackie Paulino, VP Customer Success Tammy Johnson, Senior Director, Fashion & Beauty Accounts
- 2. Proven Video Advertising Performance. Powered by Pixability. Who We Are: Revolutionary Video Advertising on YouTube, Facebook, Instagram, and Twitter Media Execution Automated media buying and earned media optimization using advanced machine learning Insights & Targeting Insights on audience behavior, targeting opportunities, competitors and trends, driven by data science Campaign Analytics Single dashboard uniting normalized performance metrics across walled gardens Managed Services Global customer success team for strategy and support
- 3. Proven Video Advertising Performance. Powered by Pixability. Introduction: Fashion is an Underserved Market Source: Pixabiility Software, Oct. 2016 Beauty 159B Fashion & Beauty Space on YouTube: 168B views Fashion 58B 43B Fashion & Beauty Overlap
- 4. Proven Video Advertising Performance. Powered by Pixability. 4 Social Video Ad Strategy: Who What Where When & How
- 5. Proven Video Advertising Performance. Powered by Pixability. Who Is Watching Your Content? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 18-24 25-34 35-44 45-54 55-64 65+ %ofImpressions Age Breakdown by Platform YouTube Facebook Instagram
- 6. Proven Video Advertising Performance. Powered by Pixability. What Content Are You Making?
- 7. Proven Video Advertising Performance. Powered by Pixability. Where Are People Watching Your Content?
- 8. Proven Video Advertising Performance. Powered by Pixability. When Are People Watching Your Content? 0% 2% 4% 6% 8% 10% 12% 14% 16% %ofViews Facbook Views Instagram Views Twitter Views YouTube Views @Twitter: Off to work…Ughh traffic @Twitter: I can’t believe she got the rose!! Bored at work…Let’s go behind the scenes at NYFW. Long day at work, time to unwind. Must check FB every hour on the hour. Can’t sleep. Watch some YouTube videos.
- 9. Proven Video Advertising Performance. Powered by Pixability. How to Succeed How to Succeed
- 10. Proven Video Advertising Performance. Powered by Pixability. Leverage The Strengths of Each Platform 0% 10% 20% 30% 40% 50% 60% 70% 25% 50% 75% 100% %ofViewers Watched X% of Video Audience Retention
- 11. Proven Video Advertising Performance. Powered by Pixability. Partner With Influencers
- 12. Proven Video Advertising Performance. Powered by Pixability. Measure Your Campaigns $- $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 $0.35 $0.40 YouTube Facebook Instagram Twitter CPVforCompletedView …but it’s actually the best deal $- $0.01 $0.02 $0.03 $0.04 $0.05 $0.06 $0.07 YouTube Facebook Instagram Twitter CPVbyPlatform’sDefinition YouTube looks expensive…
- 13. Proven Video Advertising Performance. Powered by Pixability. 13 Thank You! Questions? Tammy Johnson tammy@pixability.com
- 14. Proven Video Advertising Performance. Powered by Pixability. Placement Targets
- 15. Proven Video Advertising Performance. Powered by Pixability. Fastest Growing Beauty Creators
- 16. Proven Video Advertising Performance. Powered by Pixability. Brand Conversations on Facebook by Age Group
Editor's Notes
- Fashion performs better than Beauty on FB in shares/views – .19% for Fashion vs. .12% for Beauty Fashion videos on YT get a higher % of FB compared to Beauty Videos on YT Create cross-over content to extend your brand’s reach, and engage underserved audience segments. Brands Need to Pay to Play
- Instagram has the highest share of the 18-24 AND 65+ age groups. If your audience is young, you have to spend on Instagram Facebook is an outlier with ½ of the share of the 18-24 group compared to the other platforms Understand which platforms perform best for different audience segments.
- Make longer videos! 57% of videos viewers watch on YouTube are longer than 3 mins
- You know that your audience is online. That Is not enough. Understand where your audience over-indexes geographically, and how it differs on each platform.
- Understand when and why consumers turn to each platform, and share content according to user behavior. Engagement options differ on each platform, and assets must be tailored appropriately depending on the platform’s unique specifications. Brands are excelling on individual video platforms, but need to holistically plan their video ad campaigns to meet their audiences across platforms.
- YT is strong for completed views and audience retention. FB is strong for clicks, IG is strong for engagement. Create content that plays to each platform’s strengths.
- Placing ads on the right influencer channels and videos with precision is the way for a brand to win over its audience. Pixability’s data shows that influencer campaigns boost brand-owned, organic and paid video performance on YouTube, when measured by total views, subscribers, and engagements.
- Reporting is different across platforms, need to understand how metrics differ and compare them in an apples-to-apples way