No Bounds Digital and Kinectiv hosted a really informative livestream presented by Google on building your brand with YouTube advertising. If you missed it, no worries, it's on YouTube... Who would have thought?
Here are the notes that I took from the livestream and you can watch the full video below.
Landscape of Video Advertising
Suzie Reider
Managing Director, Brand Solutions
The 30 and 60 second spot do not carry the same weight that they used to
Think about creating content and not commercials
If a YouTube users skips an ad within five seconds, the advertiser does not pay for it
Build Your Brand in the Digital Age
Jeff Rozic
Google BrandLab
3Hs of Branding in the Digital Age
- Think digital first
- Show, don't tell
- Develop an always on topic strategy
Think digital first
Digital customers are 'leaned in,' interacting and engaging with the content
Develop an always on topic strategy
- Help - Determine the questions that customers are happening
- Hub - What does my brand stand for? What do my customers want? The intersection is hub content
- Hero - Key moments for you and your customers
3 bonus fundamentals
- Use analytics
- List and respond
- Leave no dead end - use calls to action
Grow Your Business Using YouTube
Mark McMaster
Global Product, YouTube Advertising
Time spend with digital has radically increased and now surpasses TV
20% of time spent with digital, 5.46 hours, is with video
Huge numbers of user engagement on YouTube
- 1 billion unique visitors each month
- 100+ million people share, comment or like YouTube videos each week
- 100 hours of video are uploaded on YouTube every minute
Changes in media
- Multiple screens
- Infinite content
- On-demand viewing
How YouTube video ads work
- Upload videos
- Pay only when viewers choose to watch your ad
- Build remarketing lists*
- Identify what works in real time
* Remarketing lists are lists of people who have visitor your site or web properties that you can content to market to using Googles' ad platforms
Why advertisers try YouTube video ads
- Build awareness of my product (40%)
- Drive subscriptions or comments (4%)
- Grow interest and demand (26%)
- Directly drive conversions (30%)
Unlike Google search and display networks, YouTube is not the best channel to drive conversions directly
YouTube
- Precise targeting = lower cost
- Real time reporting
YouTube offers many of the benefits of TV while reducing the challenges such as analytics
YouTube complements search advertising, which is more targeted and you are able to determine strong user intent
Many YouTube advertisers come from social. If you are interested in video, many social channels aren't appropriate for it unlike YouTube.
What metrics should you track on a YouTube advertising campaign?
From the top of the funnel to the bottom
- Impressions watch time, 'likes'
- Share follow on views, subscriptions, brand channel visits
- Brand lift, search lift, site visits
- Sales lift, CPA, CPC*
Again, if you are looking for directly attributable conversions, Google search and display networks are a better fit
If you'd like to view the video again, there is are even more nuggets there than in this outline. You can also view case studies for inspiration and ideas:
