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Solving the YouTube Platypus

June 11, 2013

Scott Wedemeyer, Product & Solution Specialist

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Solving the Video Platypus


YouTube is big enough to demand our focus But targeted enough to deliver results 3 tactics that perform for your clients But we need to reframe how we measure success

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YouTube Reaches A Lot of People

#1 Online video site


2

among total US web 70% Reach population

.6B

Video streams per day1

7/10 Video streams happen on YouTube


1 - Nielsen VideoCensus, January 2013 2 - comScore VideoMetrix, March 2013

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#1 #2

#3

If YouTube were a country,


it would be the 3rd largest in the world.
Source: comScore Video Metrix, November 2012

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of Multi-culturals 18-34

75%

of Millennials 18-34

79%

83%
of Men 18-34

80%
of Moms 18-34

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Viewers Habits are Changing

2009! " 2011!

! ! "

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60% of 18-34 yr olds watch 25% less cable and 2x more online videos
YouTube Brandcast, 2013
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The Core of Your Business


retargeting
retargeting

Direct Tra!c

Paid Search

Organic Search

website

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(basic building blocks)

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external linking

brand masthead intro video

easy playlists

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Manage Video Campaigns in AdWords

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Tell Your Story

in-stream

in-search

in-display

pay if viewer watches :30

pay if viewer clicks to view

pay if viewer clicks to view

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Define Your Target Audience


targeting criteria run of network age + gender keyword searches video topics interests retargeting campaign criteria location

language day/time frequency capping

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Create Campaigns & Targeting Groups

Video Campaign: california, english + spanish, $150/day


targeting group 1 targeting group 2 interest: home improvement targeting group 3 topic: outdoor activities

run of network M 25-54

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Measure for Success


impressions (paid) views view rate CPV

32,176
25%

7,313
50%

22%
75%

$.08
100%

video played to:

24,560
website clicks

18,242
conversions

8,402
subscribers

7,313
follow-on views

view-thru conversions

201

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unique viewers

34

55
avg frequency

982

2,090
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3.5

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Generate Response with In-Stream Video


Tactic #1

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clickable companion banner URL clickable annotations

Suggested Targeting Criteria: >>Interests: gaming >>Topics: gaming >>Demographics: M 18-25 >>Contextual Keywords: Call of Duty

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Capture Demand with In-Stream & In-Display


Tactic #2

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in-search ad

in-search ad

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website link

call-to-action overlay

follow-on views

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in-display ad

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Tap into YouTube Search Trends


"nd by searching: YouTube Keyword Tool

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Tap into YouTube Search Trends


google.com/trends

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Feed Your Remarketing Funnel


Tactic #3

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Two Ways to Mix Remarketing + Video


text ad

website image ad

website

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Two Ways to Mix Remarketing + Video


text ad

website image ad

video ad

website

text ad

YouTube videos + channel

website image ad

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Grow Remarketing from All Angles

existing remarketing campaign

more tra!c better conv rate

bigger lists

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Retarget Your Video Viewers

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Link YouTube to AdWords

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Savvy Marketers are


1) Identifying the right opportunities 2) De!ning success in new ways & setting the right expectations 3) Executing video tactics thoughtfully 4) Optimizing (with patience)

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Scotts Checklist for Executing:


Be smart about using good videos + right ad format Get the YouTube channel in shape De"ne targeting groups to reach the right audience Use companion banners and call-to-action overlays Measure direct conversions, view-thru conversions, and additional lift metrics Set realistic expectations, measure, and optimize

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Go Watch More Videos!

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Scotts Checklist for Executing:


Be smart about using good videos + right ad format Get the YouTube channel in shape De"ne targeting groups to reach the right audience Use companion banners and call-to-action overlays Measure direct conversions, view-thru conversions, and additional lift metrics Set realistic expectations, measure, and optimize

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