How we broke YouTube click-through rates and 5 top tips so you might be able to do something as good in the future.
Oliver Hughes – iCrossing Jamie Bodkin – reed.co.uk
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Established 1995
UK’s First Multi Sector Job Site
First Website Launched by a Recruitment Agency
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240 members of staff
Monthly Visits: 14M
Monthly Regs: 200K #iXdisplay
200,000 jobs
13,000 recruiters
ASOS, Emirates, Deloitte, Sky, Barclays, Diageo, EE, Santander…
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UK’s # 1 Job Site, More Share, More Awareness
iCrossing since Summer 2012
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Oh, yeah, we also Love Mondays… And we want the UK to Love Mondays too.
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Digital Performance Channels Rule The Roost Search, Remarketing, Aggregators, Email…
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Outdoor Built Brand.
Digital Supported.
January 2012 – TV #iXdisplay
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Huge Audience
43.7 43
38.6
30
23.1 22.6 22.3 21.6 21.2
27.4
1.8 1.3 0.5
ITV 4 Five ITV 2 More 4 ITV 4 ITV 3 Dave E4 YouTube 4OD ITV Player Sky Go
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
6-14 15-24 25-34 35-44 45-54 55+
Huge Audience
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Testing The Water
Ran 30 second ad
Supported September 2012 TV Campaign
1.06% CTR
£0.60 CPC
Not bad. A little unsatisfactory
Google HQ Video Workshops
Team left us one clear piece of advice…
TIP #1
Build For The Platform. #iXdisplay
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What Do People Look At On
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And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8%
3.6% CTR #iXdisplay
And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8%
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So, What Did We Learn? It needn’t cost the earth
Plan early. Really early
Relevant creative is key
And…
TIP #2
Integrate Agencies. #iXdisplay
Enfranchise ALL
‘Multi Channel’ Thinking
Workshops
Regular Calls & Comms
Strategy Days
Let them get on with it…
TIP #3
Data Underpins Creative. #iXdisplay
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Qualitative Quantitive
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Celebrity
Gossip
Sports
Gaming
Fashion
Cooking
Health & Fitness
Cars
Music
Travel
parenting
What Do ? Users Like
And, What? Extra targeting impacts cost, but…
Still competitive
Data showed we were speaking to relevant niches.
TIP #4
Think Channel Agnostic.
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TIP #5
Be Brave, Don’t Rest.
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Selling in can take time
Be brave, take some risks
Consider clever ways to save costs
Understand not everything will work
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What's Next For Us? Started planning for Jan 2015 Multi Channel / Multi Device Approach Try, test and learn some more 700% Budget Increase Over Two Years
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TIP #1
Build For The Platform. #iXdisplay
TIP #2
Integrate Agencies. #iXdisplay
TIP #3
Data Underpins Creative. #iXdisplay
TIP #4
Think Channel Agnostic.
#iXdisplay
TIP #5
Be Brave, Don’t Rest.
#iXdisplay
#iXdisplay
Thank You