This session will cover three aspects of YouTube ads: 1. Creative - Attendees will garner a full understanding of true view model on YouTube. Best practices in video development and building specifically for the platform and placement. Lastly making the most of the most valuable impression on the web, zero to thirty seconds on YouTube. 2. Targeting - Learn advanced tactical targeting strategies. New AdWords UI functionality. Combining search & video as well as what to expect in 2018 from YouTube and AdWords. 3. Strategy - The truth about YouTube and when an advertiser is ready. How to compare YouTube and Facebook video from a user experience and advertising strategy perspectives.

1. The Most Valuable Impression on the Web
Cory Henke | Founder.

2. Today’s Agenda
Section 3
• Video Duopoly
• Vertical Video
• Duopoly
• Instagram vs. Snapchat
Comparison
• Case Study
Section 2
• Multi-Variable Analysis
• Creative View Rate Analysis
• Audience Variable Analysis
• YouTube & Google Search
Synergy
Section 1
• Intro & Setting The
Stage for Video
• YouTube
• Power of TrueView
• Most Valuable
Impression on the Web
• Qualify Audiences
• Click Types
• Creative Points of
Emphasis

4. Scalability
In The Past. Our target as advertisers was scale. How can I reach everyone.

5. Attention
Today. How Do I Keep Your Attention? How Do I Engage My Target?

6. User Experience

7. Why YouTube
“The most valuable impression on the web is
the one you don’t pay for on YouTube from 0:00
to 0:30 with TrueView In-Stream.”
“

9. Audience Qualification
Females
CPV: $0.01
Moms
CPV: $0.03
Moms with kids (0-1)
CPV: $0.04
Moms with kids (0-1) HHI $50K+
CPV: $0.07

10. Boogie Wipes Video Example
Backup Video: https://www.youtube.com/watch?v=pJKvQicKUys

11. Passive vs. Active Environments

12. Follow The Trend

13. Click Types: Interact & Engage
Cards: Most
impactful on
mobile help
users learn
more about
sequential
videos, offsite
offers, and
shopping
opportunities.

14. Click Types: Interact & Engage
End Screens: Only
available in the last
:20 of the video
provide an easy
way for users on
all devices to
engage with
another video,
channel, and/or
offsite.

15. Click Types: Interact & Engage
Yes Sometimes Sometimes No
Sometimes Yes Yes No
Sometimes Sometimes Sometimes Yes
No No No No
In-video
engagement
Traffic to
site/channel
Mobile app
installs
Video views
only
Cards & end
screens
Call to action
overlay
Companion
banner
Mobile app
promo

16. Provide Value When Creating for YouTube

17. Creating For Mobile First

18. Story Telling Style Impact

19. Brand Presence Impact

20. Multi-Variable Analysis – App Install
A Long Form Comparison of Three Different Long Form Conversion Ads.
Family Personal Social

21. Multi Variable Analysis - Video
Backup Video: https://www.youtube.com/watch?v=qVzMey1PNXA
Which Version Drove The Best Cost Per Install?

22. $18.63 $18.13
$10.04
$0
$2
$4
$6
$8
$10
$12
$14
$16
$18
$20
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
Family Personal Social
Client Spend CPI
Creative Spend Impressions Views Clicks Conv
TOTAL: $35,571 3,091,550 588,684 18,013 3,151
Family $4,936 322,756 80,657 2,642 265
Personal $3,735 252,932 63,863 2,603 206
Social $26,900 2,515,862 444,164 12,768 2,680
Creative CPV CPC CPI VR CTR CTI
TOTAL: $0.06 $1.97 $11.29 19.04% 0.58% 17.49%
Family $0.06 $1.87 $18.63 24.99% 0.82% 10.03%
Personal $0.06 $1.43 $18.13 25.25% 1.03% 7.91%
Social $0.06 $2.11 $10.04 17.65% 0.51% 20.99%
130%+-Difference in CTI%
45%--Difference in CPI%
10.03%
7.91%
20.99%
0%
4%
8%
12%
16%
20%
24%
0
500
1,000
1,500
2,000
2,500
3,000
Family Personal Social
Conversions CTI

23. $17.51
$21.83
$16.18
$20.27
$13.65
$8.60
$0
$5
$10
$15
$20
$25
$0
$4,000
$8,000
$12,000
$16,000
$20,000
Family Personal Social
Parent Spend Non Parent Spend
Parent CPI Non Parent CPI
Parent Spend Imp Views Clicks Installs
TOTAL: $13,313 1,010,836 233,673 9,392 772
Family $3,187 208,036 54,111 2,124 182
Personal $2,249 153,403 40,857 2,001 103
Social $7,877 649,397 138,705 5,267 487
Non
Parent
Spend Imp Views Clicks Installs
TOTAL: $21,165 1,987,213 338,644 8,053 2,306
Family $1,521 101,393 23,613 469 75
Personal $1,215 79,894 19,225 454 89
Social $18,429 1,805,926 295,806 7,130 2,142
Parent CPV CPC CPI VR CTR CTI
TOTAL: $0.06 $1.42 $17.25 23.12% 0.93% 8.22%
Family $0.06 $1.50 $17.51 26.01% 1.02% 8.57%
Personal $0.06 $1.12 $21.83 26.63% 1.30% 5.15%
Social $0.06 $1.50 $16.18 21.36% 0.81% 9.25%
Non
Parent
CPV CPC CPI VR CTR CTI
TOTAL: $0.06 $2.63 $9.18 17.04% 0.41% 28.64%
Family $0.06 $3.24 $20.27 23.29% 0.46% 15.99%
Personal $0.06 $2.68 $13.65 24.06% 0.57% 19.60%
Social $0.06 $2.58 $8.60 16.38% 0.39% 30.04%

24. $19.99
$13.23
$7.84
$9.77
$12.10
$0
$5
$10
$15
$20
$25
$0
$2,500
$5,000
$7,500
$10,000
Week of 9/26 Week of 10/3 Week of 10/10 Week of 10/17 Week of 10/23
Ad Spend CPI
Week Spend Imp. Views Clicks Installs
TOTAL: $35,685 3,098,727 590,024 18,026 3,157
1 $6,196 356,346 117,712 2,209 310
2 $8,034 579,738 114,183 4,722 607
3 $6,914 728,985 123,435 4,128 882
4 $7,925 822,542 136,545 4,397 811
5 $6,617 611,116 98,149 2,570 547
Week CPV CPC CPI VR CTR CTI
TOTAL: $0.06 $1.98 $11.30 19.04% 0.58% 17.51%
1 $0.05 $2.80 $19.99 33.03% 0.62% 14.03%
2 $0.07 $1.70 $13.23 19.70% 0.81% 12.85%
3 $0.06 $1.67 $7.84 16.93% 0.57% 21.37%
4 $0.06 $1.80 $9.77 16.60% 0.53% 18.44%
5 $0.07 $2.57 $12.10 16.06% 0.42% 21.28%

25. Creative View Rate Analysis
Why The First Thirty Seconds Are So Important. An App Case Study

26. Creative View Rate Analysis
Which Version Produced The Highest View Rate?
Backup Video: https://youtu.be/aaqGs_SPJn0

27. Creative View Rate Analysis
Which Version Produced The Highest View Rate?
Impressions Views View Rate CPM CPV
iBotta 3,896,775 829,435 21% $11.6 $0.05
Mile IQ 15,091,380 2,515,151 17% $11.5 $0.07
Lucktastic 6,443,397 1,909,493 30% $10.4 $0.03
Yours.co 339,524 208,220 61% $5.7 $0.01
Gametime 4,142,403 726,080 18% $13.8 $0.08

28. Creative Variation Analysis

29. Audience Variable Analysis
YouTube Targeting Is Robust and Scalable Throughout The Purchase Funnel
An E-Commerce Client in the home furnishing
category was interested in YouTube across the
funnel from product introduction at the top to rapid
conversion at the bottom.
We built 8 different targeted audiences generating 94
Million Impressions, 22M Views, and 1K
conversions with just shy of 1 Million in Spend.

30. Targeting Spend Impressions Views Clicks Convs. Revenue
TOTAL: $970,949 94,758,378 22,113,799 430,171 1,079 $948,747
Custom Affinity $173,363 14,616,119 2,649,590 61,270 234 $221,070
Demo $234,395 27,463,979 6,441,061 55,389 220 $176,736
In-Market $234,232 17,322,725 4,314,763 41,686 310 $273,439
Interest Audience $2,552 323,280 75,061 1,265 1 $989
Keyword $35,857 4,892,958 1,109,242 20,606 28 $29,126
Retargeting $97,845 12,870,479 4,946,951 38,063 66 $58,691
YT Channels $159,136 16,024,832 2,360,069 210,888 163 $133,483
Audience Segments $33,569 1,244,006 217,062 1,004 57 $55,213
$221,070
$176,736
$273,439
$989
$29,126
$58,691
$133,483
$55,213
$0
$100,000
$200,000
$300,000
0
50,000
100,000
150,000
200,000
250,000
Custom Affinity Demo In-Market Interest
Audience
Keyword Retargeting YT Channels Audience
Segments
Spend Revenue

31. Targeting CPV VR CPC CTR CPA ROAS CTC
TOTAL: $0.04 23% $2.26 0.45% $900 97.71% 0.25%
Custom Affinity $0.07 18% $2.83 0.42% $741 127.52% 0.38%
Demo $0.04 23% $4.23 0.20% $1,065 75.40% 0.40%
In-Market $0.05 25% $5.62 0.24% $756 116.74% 0.74%
Interest Audience $0.03 23% $2.02 0.39% $2,552 38.75% 0.08%
Keyword $0.03 23% $1.74 0.42% $1,281 81.23% 0.14%
Retargeting $0.02 38% $2.57 0.30% $1,483 59.98% 0.17%
YT Channels $0.07 15% $0.75 1.32% $976 83.88% 0.08%
Audience Segments $0.15 17% $33.44 0.08% $589 164.48% 5.68%
128%
75%
117%
39%
81%
60%
84%
164%
0%
40%
80%
120%
160%
200%
0
300
600
Custom
Affinity
Demo In-Market Interest
Audience
Keyword Retargeting YT Channels Audience
Segments
Conversions ROAS

32. Audience Variable Analysis
18-24
25-34
Parent
Non-Parent
Females 18-34
iOS
Android
A
B
Display Network
YouTube
A
B
Mobile
Tablet
A
B
DesktopC
Retargeting 90 days
Retargeting 30 days
A
B
HHI Top 10%
HHI Lower 50%
A
B
Week Day
Weekend
A
B
Visited Cart Page
Visited Product
Page
A
B
YouTube
A
B
Facebook
a
x
c
d
2

33. YouTube | Google Search Synergy
For Those PPC Experts. The Search Terms Report = YouTube Where Ads Were
Shown Report.
A Gaming client looking to drive app installs on the
mobile phone & tablet devices was looking to
YouTube as a way to engage via TrueView Video.
What we found was very high view rates in the 50-
60% range which seemed odd due to the type of
creative and offer. We expected 20% or less. Our
findings were interesting to say the least.
Backup Video: https://youtu.be/JrqlK9GsyhQ

34. Manage Your Placements Like Search
YouTube | Google Search Synergy

35. YouTube | Google Search Synergy
Phrase Match & Broad Match
Modified Keywords Are To
Search…
Topics, In-Market Segments,
and Custom Affinity are to
YouTube…
Continue to refine your managed
placements and create your
network of best converting
content

36. The Video Duopoly.
YouTube & Facebook Continue To Dominate and There Is No End In Sight.

37. The Video Duopoly.
• 17.7% Projected
growth for the
Duopoly vs. 4.8%
for Other
(Everyone Else).
• Facebook &
Google make up
65.8% of Digital
Ad Dollars
• Amazon at 2.5% &
Snapchat at 1.3%
as preferred next
best solutions to
the Duopoly

38. The Video Duopoly.
According to AdAge
U.S. digital ad sales hit
$70 billion in 2016,
compared to $67 billion
for national and local
TV. Search made up
almost $34 billion.
Video and social media
are fueling digital ad
growth. For 2017, digital
advertising could hit $80
billion – while offline
media spending is
expected to drop three
percent.

39. The Video Duopoly.
strategies
Geo/Location (bid)
Keyword
Customer Match
Custom Affinity
Platform Segmentation
Placements
Look-A-Like Modeling
Life Events*
Device (bid)
Interest, In-Market, Topic
Manual Only* (app T-CPA)
Search Query Audiences
strategies
Demographics
Connections
Interests
Custom Audience (Web)
Behaviors
Platform (FB / Insta.)
Device
Engagement
Combination (and/or)
Look-A-Like Modeling
Auto or Manual (bid)

40. The Video Duopoly.
Facebook
Impression
0:00 0:03 0:300:10
Facebook
view
YouTube
Impression
YouTube
view
Facebook
view

41. The Video Duopoly.
▪ YouTube (Lean Back)
– Similar to TV, YouTube, OTT, Netflix…
– Longer watch time
– Product or service placement opportunity
– Less likely to last click convert
– Long form is a great strategy
– Storytelling & emotion- evoking
– 100% SOV
▪ Lean Forward (Facebook, Instagram,
Snapchat, Mobile)
– Short watch time, more expensive
longer view cost
– More effective mid- to lower-
funnel conversion-oriented
– Quick reminders & savvy call to actions play
well
– Competitive & crowded environment
Two types of user behavior that
are so important to understand
when developing & optimizing
creative as well as targeting.

42. The Vertical Video Duopoly.
Facts & Stats
• 1 in 5 stories on
Instagram gets a direct
message
• 60%+ of stories video
views are played with
sound-on
• 1/3 of the most viewed
stories are from
businesses
• 50% of businesses have
created a story in the last
month
Sources
• Instagram | Snapchat chart – Recode
• Instagram | Facebook chart – adnews.com.au
• Facts – Instagram Internal Data, Jan. 2017

43. The Vertical Video Duopoly.
strategies
Demographics
Connections
Interests
Custom Audience (Web)
Behaviors
Device
Engagement (Platform &
Ad)
Combination (and/or)
Look-A-Like Modeling
Auto or Manual (bid)
strategies
Demographics
Shoppers & Lifestyle (300+
Aud.)
Interests
CRM
Look-A-Like
Device
Venue Visitors
TV Viewers (ComScore)
Engagement (Swipe Ups)

44. The Vertical Video Duopoly.
Delivery Performance
Strategy Spend Impressions Views
Clicks/Swipe
Up
Installs Purchase Purchase % Strategy CPI CPM CPC CTR% VR% CPP CTP
TOTAL: $77,623 15,056,453 1,044,369 53,274 10,249 6,927 67.59% TOTAL: $7.57 $5.16 $1.46 0.35% 6.94% $11.21 13.0%
Instagram $31,879 3,987,861 66,338 9,677 3,974 2,362 59.44% Instagram $8.02 $7.99 $3.29 0.24% 1.66% $13.50 24.4%
Facebook $26,446 2,068,824 7,191 10,456 2,979 3,910 131.25% Facebook $8.88 $12.78 $2.53 0.51% 0.35% $6.76 37.4%
Snapchat $19,298 8,999,768 970,840 33,141 3,296 655 19.87% Snapchat $5.85 $2.14 $0.58 0.37% 10.79% $29.46 2.0%
$13.50
$6.76
$29.46
$0
$5
$10
$15
$20
$25
$30
$35
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
Instagram Facebook Snapchat
Spend CPP
24.4%
37.4%
2.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
Instagram Facebook Snapchat
Clicks/Swipe Up CTP