1.Best Practices & Insights

2. About usGrald CLAESSENSCEOgerald@knewledge.euWouter SCHIKHOFPerformance Managerwouter@knewledge.eu 3. YouTube home page in figuresSource: Google Internal Data, Golden Standard CIM Google Confidential and ProprietaryUniversum 15+ North: 5,119,800Universum 15+ South: 2,264,100Universum 15+ National: 7,383,9002.3 MillionImpressions / day1 MillionUsers / dayon the YouTube Homepagein Belgium14%Reach of total 15+ population* 4. YouTube audienceCoverage By GenderWeeklyCoverage66%54% 46%Source: Metrixlab, research study November 2011 Google Confidential and Proprietary :2000 Interviews T 15-5482%68%64%57%15-24 25-34 35-44 45-54 5. YouTube reach vs. TV in the NorthWeeklyreach(%)Weekly ReachT 15-54Google Confidential and PropietarySource : Metrixlab, research study November 2011 2000 Interviews T 15-54 6. YouTube reach vs. TV in the South81%73%65%58%54%42% 40%26% 25%17%Weeklyreach(%)Weekly ReachT 15-54Google Confidential and PropietarySource : Metrixlab, research study November 2011 2000 Interviews T 15-54 7. YouTube Where do I advertise?Home page Search Page Watch PageStrategy Buying modelBrandingRatecard only Ratecard or Adwords(CPM vs. Cost per View)Ratecard or Adwords(CPM vs. Cost per view)Brand AwarenessConversionToday, we focus on auction based buying only! 8. TrueView formats The basics1. Only real views are billed (cost per view)2. Videos need to be uploaded on YouTube beforehand.3. Videos can redirect to:1. Your YouTube Channel2. Another webpage (through a click on the video or a call to action in a text box which can beadded)4. Trueview advertising is broadcast on: Result pages of YouTube, Placements / Pages of the Google Display Network, Editor page outside of Google embedding YouTube videos (Facebook,), YouTube pages. 9. How to choose the right format?Ask your customer 3 questions1. What is the campaign goal? Pure Branding Launch a new Product / Brand Announce an event.. Buzzengagement2. Where do the ads need to appear?3. What does your customer want the user to do after viewingthe video Visit a webpage, Sign up for the channel, Share the video, Convert / Buy.. 10. TrueView formats vs. campaign goalsTrueView formatsInStream InDisplay InSearchStrategy campaign goalBranding Max. impressionsMax. reach ( )BrandAwarenessDrive NB of viewDrive traffic ( )Conversion Influence to driveconversion 11. TrueView formats InStream 12. TrueView formats InStreamVideo (skippable preroll): Targeting on topics, interestcategories and demographics Options keywords targeting Banner (300 x250) Banner (300x60) Click redirects to the page onwhich the video is hostedRecommended: Add Call 2 action (text formats) 13. TrueView formats InStream1. Costs vs. Reach-> High NB of views-> Low cost (avg. CPV)2. Cost per View-> Pay entire views!(spot< 30 sec),-> Pay after 30 sec!(spot > 30 sec)3. CTR on the video OK, on avg: 1,8%1. Video almost never entirelyviewed (skip option),2. Requires an early call toaction!3. Imposed format ->requires frequency capping4. Requires large budgets! 14. TrueView formats InDisplay 15. TrueView formats InDisplayVideo (thumbnail) + adtext: Topic or interest based targeting Redirects: YouTube Channel, Watch Page or Page on the Display networkBilling (CPV): The ad is being billed once the userclicks on the ad to start the video.Recommended: Add Call 2 action (text format) 16. TrueView formats - InDisplay1. Lots of impressions atlow cost . The equivalentCPM very low,2. Video is not forced on theuser,3. Videoad can also be shownoutside of YouTube(GDN) .1. Weak view ratecomparable to CTR onDisplay,2. Results into low Nb ofviews3. Relatively high CPV ! 17. TrueView formats - InSearch 18. TrueView formats - InSearchVideo + adtext: Keyword targeting Click redirects to the page onwhich the video is hosted Optional Banner (640 x90) Banner (300x70)Billing (CPV) The ad is being billed once theusers starts to view the ad.Recommended: Add Call 2 action (text formats) 19. TrueView formats - InSearch1. Relevance of the ad,2. Video is not forced onthe user,3. High volume ofimpressions ongeneric queries.1. Low volume onspecific queries ->low Nb of views2. Weak view rate dueto organic results3. YouTube only! 20. Is it really?To Skip or Not to Skip 21. Average view rate per formatAverage view rate for videos all lengthsAverage view rate for videos shorter than 30 secThe majority ofusers skips onaverage at 7,5seconds 22. Average view rate per formatAverage view rate for videos 30 secs till 1 min.Average view rate for videos longer than 1 min.InStream &InDisplay:User skips thevideo early althoughhe has chosen towatch! 23. Price vs. Video lengthComparison of the CPM and video lengthComparison of the CPV and video length 24. Conclusions1. In general video ads are barely watched for 100%,2. Videos < 30 sec have a high skip rate On average skip: 7,5 sec,3. The skip rate improves with the length of the video (especially forInStream),4. Forced format inStream higher skip rate: InDisplay and inSearch (users choose to watch) have in overall largerskip rates!5. Best performing format cost vs. skip rate InStream6. Average CPM is similar or maybe a bit cheaper compared toother sites or ratecard offering video ads on CPM basis 25. By W. Edwards DemingIn God we trust, allothers bring data. 26. YouTube AnalyticsLink Adwords to YouTube -> it opens a world of possibilities: Remarketing Multiple Scenarios such as: Retarget people that have viewed your video ad with a Display campaign, Use Adwords remarketing lists to target your video ad on More data: Number of unique viewers of a video Reach per Frequency -> how many users have exposed the video x times, Impressions of video -> How many time a one single user been proposed towatch the video, Follow-On Views: how many videos have been watched because of your ad? Follow-On Subscribers: how many of your viewers subscribed to yourchannel? . 27. YouTube Analyticsanalytics.youtube.com gather and analyze your video data 28. Follow us on Twitter @knewledgeThank You!