SlideShare a Scribd company logo
Boost your ROI with YouTube 
User Acquisition Campaigns 
Michael Puriz, 
Senior Manager 
Strategic Partnerships 
AppLift 
November 20th 2014, Berlin 
AppLift.com 1
Why is YouTube relevant for mobile UA? 
Working with YouTube influencers for App Promotion 
AppLift.com 2
Ad spending on mobile video to reach $6bn in 
2018 with YouTube being the most popular website 
Digital video ad spending 
bn, 2011-2018, US, by format 
CAGR 
29.2% 
2011 2012 2013 2014 2015 2016 2017 2018 
6 
50% mobile 
video ad 
spending 
Top 10 online video properties 
% of UU based on Google, 2014, US/Germany 
66% 
37% 31% 28% 
100% 
46% 
15% 21% 
n/a 
Google Facebook AOL Yahoo VEVO 
US 
Germany 
Frequency of visits on YouTube vs others 
%, March 2013, US 
YouTube Other video sites 
22% 28% 
10% 
67% 
41% 
8% 
19% 
6% 
Every day Few times per 
week 
~Once a week Few times per 
month or less 
Mobile video will become more relevant in the near future with YouTube already 
now being the most dominating platform in terms of use and advertisement. 
Source: emarketer, 2013; beet.tv, 2014; comscore, 2014 
AppLift.com 3
YouTube is the dominating video platform on a 
global scale 
Globally >1bn 
unique users per 
month 
More unique 
monthly visitors* 
than Facebook 
(June 2014) 
In 2013, 40% of traffic was 
mobile (up from 25% in 2012) 
and is expected to reach 
50-60% in 2014 
80% of traffic 
comes from 
outside of the US 
YouTube reaches 
more 18-34 y/o than 
any other network 
(48%) 
98% of 18-34 y/o that use 
each device to watch video 
content, watch it on their 
smartphone 
YouTube has become the world‘s second largest search engine behind 
Google and the third largest social platform 
* 168m vs. 166m in the US 
Source: YouTube, 2014; Forbes, 2013; Compete Pro, June 2014; own market feedback 
AppLift.com 4
Why is YouTube relevant for mobile UA? 
Working with YouTube influencers for App Promotion 
AppLift.com 5
Targeting your audience the right way – 
Engagement per topic 
Music 80% 
Comedy 62% 
F 18-34 
Film 50% 
Fashion & 
Beauty 39% 
Education 
Gaming 31% 32% 
Sports 19% 
Science & 
Tech 19% 
Pets 21% 
Cooking 23% 
Music 76% 
Gaming 68% 
M 18-34 
Comedy 62% 
Film 51% 
Education Sports 36% 
36% 
Cooking 15% 
Pets 19% 
Auto 19% 
Science & 
Tech 35% 
* Engagement is defined as any action including comments, likes, favorites, or playlisting a video on YouTube within a certain topic or channel 
Source: YouTube Insights, Quarterly Stats, Trends and Insights on Video from YouTube and Google, January 2014 
AppLift.com 6
AppLift.com 7
Campaigns need to be planned thoroughly in 
accordance with the viewers‘ expectations 
Plan Video 
campaign 
Adjust format to 
trends and channel 
Design and create 
spot 
Monitor, optimize, 
analyze 
• Ensure Game-Audience-Fit 
• Clearly communicate dos and 
don’ts 
• Ensure commitment (payment) 
• Find the right YouTube 
influencer and channel 
• Reserve rights to influence 
• Define appropriate media 
strategy 
• Understand influencer 
and audience 
• Find up-to-date formats 
and pick up trends 
• Have a close look on the story 
of the video 
• Make sure tracking works 
• Create desktop landing page 
• Integrate the game 
properly 
• Implement the tracking 
links (not trivial) 
• Define the right KPIs for 
assessment 
• Most traffic comes within 
5-7 days 
• Know the right benchmarks for 
respective channels 
• Find the sweet spot for spot 
frequency (media strategy) 
AppLift.com 8
AppLift Case Studies – Campaign Examples 
CASE 1 CASE 2 
• 1,300,000 subscribers 
• Game: casual 
• Content: Comedy / Lifestyle 
• 330,000 views (after 14 days) 
• 143,000 clicks 
• 9,350 installs 
• 2,8 % View-to-install rate 
• Budget: 20.000 USD 
• 780,000 subscribers 
• Game: mid-core 
• Content: Let’s play 
• 115,000 views (after 14 days) 
• 15,000 clicks 
• 3,800 installs 
• 3,3 % View-to-install rate 
• Budget: 10.000 USD 
eCPI: $2.13 eCPI: $2.63 
AppLift.com 9
Exemplary timeline for a YouTube campaign 
planning 
Pre-Selection Channels 
Approval 
Creative 
Concept 
Animation / Video Draft 
Preview 
Announce 
Online 
Campaign 
Briefing 
Previous video, 
Facebook post etc. 
Content, media 
strategy, special 
features etc. 
Week 1 Week 2 Week 3 Week 4 
Social 
Push 
Week 5 
AppLift.com 10
AppLift can run campaigns in EU & US, 
targeting your core audience 
YouTube campaign opportunities with dedicated videos: 
Access to top YouTube influencers in relevant 
markets 
…ranging from small over midsized to large channels (up to several millions 
subscribers and views per month) 
…to generate earned organic views with 
specific and narrowed targeting (e.g. country, 
gender, age) 
Fixed budget deals will grant you access to 
top tier talents and necessary creative as well 
as procedural influence 
AppLift plans and runs your YouTube campaigns, potentially in combination with the 
influencer´s other social media channels (e.g. Facebook, Twitter, Instagram) 
AppLift.com 11
Questions? 
Michael Puriz 
Senior Manager, 
Strategic Partnerships 
e mp@applift.com 
m +49 162 430 861 8 
AppLift GmbH 
Rosenstraße 17 
10178 Berlin, 
Germany 
www.applift.com 
AppLift.com Berlin | Seoul | San Francis1c2o

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Michael puriz-app lift

  • 1. Boost your ROI with YouTube User Acquisition Campaigns Michael Puriz, Senior Manager Strategic Partnerships AppLift November 20th 2014, Berlin AppLift.com 1
  • 2. Why is YouTube relevant for mobile UA? Working with YouTube influencers for App Promotion AppLift.com 2
  • 3. Ad spending on mobile video to reach $6bn in 2018 with YouTube being the most popular website Digital video ad spending bn, 2011-2018, US, by format CAGR 29.2% 2011 2012 2013 2014 2015 2016 2017 2018 6 50% mobile video ad spending Top 10 online video properties % of UU based on Google, 2014, US/Germany 66% 37% 31% 28% 100% 46% 15% 21% n/a Google Facebook AOL Yahoo VEVO US Germany Frequency of visits on YouTube vs others %, March 2013, US YouTube Other video sites 22% 28% 10% 67% 41% 8% 19% 6% Every day Few times per week ~Once a week Few times per month or less Mobile video will become more relevant in the near future with YouTube already now being the most dominating platform in terms of use and advertisement. Source: emarketer, 2013; beet.tv, 2014; comscore, 2014 AppLift.com 3
  • 4. YouTube is the dominating video platform on a global scale Globally >1bn unique users per month More unique monthly visitors* than Facebook (June 2014) In 2013, 40% of traffic was mobile (up from 25% in 2012) and is expected to reach 50-60% in 2014 80% of traffic comes from outside of the US YouTube reaches more 18-34 y/o than any other network (48%) 98% of 18-34 y/o that use each device to watch video content, watch it on their smartphone YouTube has become the world‘s second largest search engine behind Google and the third largest social platform * 168m vs. 166m in the US Source: YouTube, 2014; Forbes, 2013; Compete Pro, June 2014; own market feedback AppLift.com 4
  • 5. Why is YouTube relevant for mobile UA? Working with YouTube influencers for App Promotion AppLift.com 5
  • 6. Targeting your audience the right way – Engagement per topic Music 80% Comedy 62% F 18-34 Film 50% Fashion & Beauty 39% Education Gaming 31% 32% Sports 19% Science & Tech 19% Pets 21% Cooking 23% Music 76% Gaming 68% M 18-34 Comedy 62% Film 51% Education Sports 36% 36% Cooking 15% Pets 19% Auto 19% Science & Tech 35% * Engagement is defined as any action including comments, likes, favorites, or playlisting a video on YouTube within a certain topic or channel Source: YouTube Insights, Quarterly Stats, Trends and Insights on Video from YouTube and Google, January 2014 AppLift.com 6
  • 8. Campaigns need to be planned thoroughly in accordance with the viewers‘ expectations Plan Video campaign Adjust format to trends and channel Design and create spot Monitor, optimize, analyze • Ensure Game-Audience-Fit • Clearly communicate dos and don’ts • Ensure commitment (payment) • Find the right YouTube influencer and channel • Reserve rights to influence • Define appropriate media strategy • Understand influencer and audience • Find up-to-date formats and pick up trends • Have a close look on the story of the video • Make sure tracking works • Create desktop landing page • Integrate the game properly • Implement the tracking links (not trivial) • Define the right KPIs for assessment • Most traffic comes within 5-7 days • Know the right benchmarks for respective channels • Find the sweet spot for spot frequency (media strategy) AppLift.com 8
  • 9. AppLift Case Studies – Campaign Examples CASE 1 CASE 2 • 1,300,000 subscribers • Game: casual • Content: Comedy / Lifestyle • 330,000 views (after 14 days) • 143,000 clicks • 9,350 installs • 2,8 % View-to-install rate • Budget: 20.000 USD • 780,000 subscribers • Game: mid-core • Content: Let’s play • 115,000 views (after 14 days) • 15,000 clicks • 3,800 installs • 3,3 % View-to-install rate • Budget: 10.000 USD eCPI: $2.13 eCPI: $2.63 AppLift.com 9
  • 10. Exemplary timeline for a YouTube campaign planning Pre-Selection Channels Approval Creative Concept Animation / Video Draft Preview Announce Online Campaign Briefing Previous video, Facebook post etc. Content, media strategy, special features etc. Week 1 Week 2 Week 3 Week 4 Social Push Week 5 AppLift.com 10
  • 11. AppLift can run campaigns in EU & US, targeting your core audience YouTube campaign opportunities with dedicated videos: Access to top YouTube influencers in relevant markets …ranging from small over midsized to large channels (up to several millions subscribers and views per month) …to generate earned organic views with specific and narrowed targeting (e.g. country, gender, age) Fixed budget deals will grant you access to top tier talents and necessary creative as well as procedural influence AppLift plans and runs your YouTube campaigns, potentially in combination with the influencer´s other social media channels (e.g. Facebook, Twitter, Instagram) AppLift.com 11
  • 12. Questions? Michael Puriz Senior Manager, Strategic Partnerships e mp@applift.com m +49 162 430 861 8 AppLift GmbH Rosenstraße 17 10178 Berlin, Germany www.applift.com AppLift.com Berlin | Seoul | San Francis1c2o