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The Most Valuable Impression on the Web
Cory Henke | Founder.
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
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Strategy)
Scalability
In The Past. Our target as advertisers was scale. How can I reach everyone.
Attention
Today. How Do I Keep Your Attention? How Do I Engage My Target?
User Experience
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.”
“
YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Strategy)
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
Boogie Wipes Video Example
Backup Video: https://www.youtube.com/watch?v=pJKvQicKUys
Passive vs. Active Environments
Follow The Trend
Click Types: Interact & Engage
Cards: Most
impactful on
mobile help
users learn
more about
sequential
videos, offsite
offers, and
shopping
opportunities.
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.
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
Provide Value When Creating for YouTube
Creating For Mobile First
Story Telling Style Impact
Brand Presence Impact
Multi-Variable Analysis – App Install
A Long Form Comparison of Three Different Long Form Conversion Ads.
Family Personal Social
Multi Variable Analysis - Video
Backup Video: https://www.youtube.com/watch?v=qVzMey1PNXA
Which Version Drove The Best Cost Per Install?
$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
$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%
$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%
Creative View Rate Analysis
Why The First Thirty Seconds Are So Important. An App Case Study
Creative View Rate Analysis
Which Version Produced The Highest View Rate?
Backup Video: https://youtu.be/aaqGs_SPJn0
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
Creative Variation Analysis
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.
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
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
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
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
Manage Your Placements Like Search
YouTube | Google Search Synergy
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
The Video Duopoly.
YouTube & Facebook Continue To Dominate and There Is No End In Sight.
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
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.
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)
The Video Duopoly.
Facebook
Impression
0:00 0:03 0:300:10
Facebook
view
YouTube
Impression
YouTube
view
Facebook
view
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.
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
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)
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

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YouTube - The Most Valuable Impression on the Web (Creative, Targeting, & Strategy)

  • 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?
  • 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
  • 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
  • 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
  • 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