Day 9 - Video Advertisement using YouTube

VIDEO ADVERTISING
USING YOUTUBE

by Tuhin Ghosh

MBA (XLRI), Guest Faculty (IIM-L), Digital Marketing
Strategist and Consultant

RECAP

VIDEO ADVERTISING USING YOUTUBE > RECAP

Key points discussed in the last module:

o Significance of display advertisement and benefits of

Google Display network

o Role AdSense and DoubleClick in display advertising

ecosystem

o Planning display campaigns and selecting the different

targeting options appropriately

o Interpreting the different reports and metrics and use

them to optimise the campaigns and Ads

VIDEO ADVERTISING USING YOUTUBE

INTRODUCTION

Video Advertising Using YouTube

VIDEO ADVERTISING USING YOUTUBE > INTRODUCTION

Let us explore different aspects of YouTube marketing and why it should be
a part of your digital marketing strategy.

VIDEO ADVERTISING USING YOUTUBE

OBJECTIVES

Video Advertising Using YouTube

VIDEO ADVERTISING USING YOUTUBE > OBJECTIVES

At the end of this module, you will be able to:

o Understand the impact of YouTube advertising and realize why

YouTube is the most preferred video advertising platform

o Gain sound knowledge of the Ad formats allowed in YouTube
o To create a YouTube Ad, use the different budgeting and targeting

options to maximize your advertisement goals

o Set and interpret the relevant metrics to track performance in your

video campaigns and optimise them for better performance

o Learn some of the best practices of running a video campaign
o Understand and apply YouTube's native analytics tool

VIDEO ADVERTISING USING YOUTUBE

WHY YOUTUBE ADVERTISING?

Reasons You Need to be There

VIDEO ADVERTISING USING YOUTUBE > YOUTUBE IN NUMBERS

1 USERS 100 M MOBILE VIEWS PER
BILLION 60% DAY
SEARCH 60%
#2 PLATFORM 76 YOUTUBE GROWTH
YOY
300 VIDEOS UPLOADED
HOURS PER MIN YOUTUBE ADSPENDS
GROWTH YOY
900 M VIDEOS WATCHED FOR TOP 100
HOURS PER MONTH
LANGUAGES YOUTUBE
IS AVAILABLE IN

VIDEO ADVERTISING USING YOUTUBE > SUCCESS STORIES

Blendtec: DollarShaveClub:

Popularised a video series using his blenders which Popularised a simple razor into mass following with
can blend anything including iPhones and created a comic viral videos. In the 1st 48 hours of launch they had
mass following with user generated videos. over 12000 customers.

VIDEO ADVERTISING USING YOUTUBE > WHY YOUTUBE

2nd largest search platform
Pocket friendly , easy to use platform
Caters to branding as well as direct response goals
Helps you in reaching out to its viewers network
No bandwidth or sustainability issues with giant servers it has , even at peak load
Gives different ways to interact with Ad forms
Supports multiple video formats and browsers
In a way it is a combination of social media, search engine and video platform

VIDEO ADVERTISING USING YOUTUBE

WHAT YOU CAN DO IN YOUTUBE

Formats, Tools and Targeting

VIDEO ADVERTISING USING YOUTUBE > KEY COMPONENTS OF YOUTUBE ECOSYSTEM

Advertise to their audience ADVERTISERS
to build brand and create

engagement.

Use the channel to get VIEWERS CREATORS Create engaging videos and
entertained, learn and join a monetize the same.

community.

VIDEO ADVERTISING USING YOUTUBE > YOUTUBE ad ASSETS

Display Assets Video Assets Other Assets

Standard Standard In- Home page
Banner stream Masthead and
Expandable
In Video TrueView
Rich Media



VIDEO ADVERTISING USING YOUTUBE > DISPLAY ADS

Ad Size: 300x250 or 300x60 pixels
Appears above the video suggestion list and right of the

featured video. May show below the larger video players.

Display Ads (banners) may run across all the areas of

YouTube except on the homepage.

Depending on the advertiser’s selection, creators get paid

when a viewer sees the Ad or if the Ad is clicked on.

Appears only on desktops and laptops, and not on mobiles

for monetization.

VIDEO ADVERTISING USING YOUTUBE > OVERLAY ADS

Ad Size: 480x70 pixels
Transparent advertisement that appears across the

bottom 20% of the window video.

Viewers can exit Ad anytime
Appears only on desktops and laptops, and not on

mobiles for monetization.

Creators should avoid having important information in the

lower portion of their video where the overlay Ad could
appear.

Creators get paid when a viewer clicks on the overlay to

expand the full advertisement.

VIDEO ADVERTISING USING YOUTUBE > MIDROLL ADS

Ad Size: Full screen
Currently available for videos over 15 minutes, and is

spaced within the video, akin the TV commercials.

Viewers must watch the Ad before they continue

enjoying their videos.

Appears only on desktops, laptops, and mobiles, and

not for game consoles and TV for monetization.

Advertisers can insert Ad breaks at natural pauses

between the video for the best viewing experience.

Revenue is dependent on the type of Ad selected by

the advertiser.

VIDEO ADVERTISING USING YOUTUBE > SPONSORED CARDS

Ad Size: Card sizes vary
Displays content relevant to the video, such as products

shown in the video.

Available only on desktop and mobile devices.
Viewers see a teaser for the card for a few seconds, then

they can also click the icon in the top right corner of the
video to browse the cards.

VIDEO ADVERTISING USING YOUTUBE > NON SKIPPABLE VIDEO ADS

Ad Size: Full screen
Before the featured video the Ad must be watched by the

viewers.

Once the viewer watches the 15+ second Ad then only

creators get paid, which can deter some viewers who do
not want to wait or do not see any value in the
advertisement.

Appears only on desktops, laptops and mobiles, and not

for game consoles and TV for monetization.

You can insert it before, during or after a video.

VIDEO ADVERTISING USING YOUTUBE > SKIPPABLE VIDEO ADS

Ad Size: Full screen
Viewers can skip these Ads after 5 seconds of viewing if

they choose

Runs on all devices, and is therefore currently the most

popular Ad format to monetize.

Creators get paid when the users see the full Ad or at

least 30 seconds of the Ad, whichever comes first.

VIDEO ADVERTISING USING YOUTUBE > DISPLAY AD BUILDER

Loaded with templates pre-designed for creating

YouTube AdWords videos.

Within one AdWords campaign you can mix video

Ads of multiple formats. This allows you to easily
control all your Ads from one place. Note: This
feature is disabled if you are using TrueView Ad
format.

You can choose any bidding type for your creatives.

VIDEO ADVERTISING USING YOUTUBE > ADWORDS FOR VIDEO

Can be used only for TrueView Ad formats with CPV

bidding. You are not allowed to use text, image or other
video Ad formats.

All your video Ads must be hosted on YouTube.
Primarily used if you require an extra level of detail for

your video Ads, which are not available in the rest of the
AdWords Campaign management tools.

VIDEO ADVERTISING USING YOUTUBE > TARGETING YOUR VIDEOS

Location Targeting Interest Targeting Remarketing Placement Targeting

 You can choose different  You can select as per your  Target viewers based on  Target high traffic
options like gender, age, target audience interaction with your video, placements such as
parental status channel or TrueView Ads Display Network sites like
 Do not select too many YouTube.com (as
 You can add or exclude categories, else you wont publisher site), videos
demographics get traffic (YouTube video) and
channels (YouTube
 Choose between Affinity, Partner Channels)
Custom Affinity, In-market
audiences  You can also do ‘managed
placements’ to specific
URLs

VIDEO ADVERTISING USING YOUTUBE > TARGETING YOUR VIDEOS

Topic Targeting Interest Targeting Other Targeting

 Segregate your video  Select keywords or  Device
themes and target phrases which are  Language
relevant topics based relevant to your  Location
on your niche audience and
commonly searched

 Only exact matches
will be shown

Use ‘Exclusions’ to prevent Ad showing to irrelevant audience.
Example: Demographics, Interests, Keyword , Placement , Remarketing etc.

VIDEO ADVERTISING USING YOUTUBE > TRUE VIEW AD

TrueView In-Stream Video TrueView In-Display Video

Appears in YouTube watch pages, and on video Appears in YouTube search results, related videos,
partner sites and apps in the Display Network. as an overlay and on partner websites.

Use it when you want your Ad to appear before the Use this when you want your video Ad to appear as a
videos on YouTube and on the Display Network. search result, alongside related videos and/or within
User has the option to skip your Ad after 5 seconds. other websites of the Display Network.

You pay only when user watches your full Ad, 30 You pay only when user chooses to watch your Ad by
seconds of your video or engages with your video, clicking a thumbnail.
whichever comes first.

VIDEO ADVERTISING USING YOUTUBE

CREATING VIDEO CAMPAIGN

Getting Started

VIDEO ADVERTISING USING YOUTUBE > CREATE YOUR YOUTUBE CHANNEL

Sign in through Google Account
Create your channel
Provide details of the channel by making it

friendly to audience as well as search engine

Create and upload videos
Link AdWords account

VIDEO ADVERTISING USING YOUTUBE > BIDDING STRATEGY

Set the budget
Choose between CPM, CPC and CPV,
depending on your goal
Set the minimum and maximum bidding limit

Use ‘custom bids’ to optimise at the Ad group level

VIDEO ADVERTISING USING YOUTUBE > CREATING YOUR AD

Choose the Ad format based on your business ,
audience and device they use
Connect the correct video with the Ad
Set destination for your Ad: Either see a video or
take them to a direct response page

VIDEO ADVERTISING USING YOUTUBE > SET YOUR TARGET

Location

Device Interest

Location or Topic
Language

Demographics Placement
Keyword

VIDEO ADVERTISING USING YOUTUBE > CREATE A TRUEVIEW VIDEO CAMPAIGN

VIDEO ADVERTISING USING YOUTUBE > DIFFERENT PURCHASING OPTIONS

Advertising Using AdWords Advertising Directly in YouTube

Advertisers using AdWords to target YouTube YouTube Ad sales is used to purchase
will have the same targeting options that are contract-based ad inventory
available in Google Display Network.

You can advertise on YouTube through Pricing for this medium is based on a high
AdWords either through: committed spend and an impressions-based
a. Contextually targeting reservation .
b. Managed placements.

The sales inventory available for managed The sales inventory available here is different
accounts is different from that offered by from that offered for AdWords managed
YouTube's own direct Ad sales as well as the accounts and as well as the inventory
inventory available through AdWords self- available through YouTube Promoted Videos
managed accounts accounts.

VIDEO ADVERTISING USING YOUTUBE

TRACKING AND OPTIMISING

To Get the Best Results

VIDEO ADVERTISING USING YOUTUBE > TRACKING USING ADWORDS

Core Performance: showing the number of people

who saw or engaged with video measured as View
Rate (Views or Impression of thumbnails or videos).

Click Performance: measured by the number of clicks

on the video measured as CTR (Clicks or Impression
of thumbnails or videos).

Engagement Performance: Calculated clicks on

interactive elements on videos measure as
Engagement rate (Engagements or Impression of
thumbnails or videos)

Cost per view (CPV): Amount charged for 30 sec of

video view or the whole Ad whichever comes first.

VIDEO ADVERTISING USING YOUTUBE > YOUTUBE EARNED ENGAGEMENTS

Earned Likes: Viewer likes a video
Earned Shares: Viewer shares a video
Earned Subscribes: Viewer subscribes to your channel
Earned Playlist Addition: Viewer adds a video to a

playlist

Earned Views: Viewer watching additional or related

videos after viewing your video on watch pages or your
channel increments the earned views.

VIDEO ADVERTISING USING YOUTUBE > TRACKING USING ADWORDS

Quartile Reporting or Video Viewership: Based on the

fixed percentage of videos covered

Reach and Frequency: Track unique impressions and

view as well as average impression and views per user

Segments: You can track by network, format, devices

and so on.

VIDEO ADVERTISING USING YOUTUBE > TRACKING USING ADWORDS

You can use Automated Reporting which can be

customised and it generates reports on a set schedule

You can track the changes made through “My change

history”

You can use advance filtering and modify columns and

get reports on views, audience, branding and conversion

You can also use AdWords tabs like Ad group Tab, Ad

Tabs, Video Tabs and Video targeting Tab.

VIDEO ADVERTISING USING YOUTUBE > TRACKING FOR OPTIMISATION

Check ratings to see what resonates with audience
Follow number of views over time
Research how you have been discovered
See your audience demographics
Monitor viewer drop offs
Track traffic sources
See sharing reports
Encourage subscriber engagements

VIDEO ADVERTISING USING YOUTUBE > TRACKING USING YOUTUBE ANALYTICS

Overview Report Revenue Report Ad Rates Report

 It gives the summary This is associated with AdSense  It shows the reports on
 Discovery account and gives estimated display, skippable and non-
 Top 10 content revenues for AdSense and skippable Ads.
 Demographics DoubleClick
 Performance metrics  It gives data on Ad revenue,
 Engagement metrics playback CPM, estimated
monetized playbacks etc.

VIDEO ADVERTISING USING YOUTUBE > TRACKING USING YOUTUBE ANALYTICS

Watchtime Report Engagement Report Realtime Report

This helps in understanding This helps in understanding the It gives the data for last 5 published
engagements through viewing time extent of engagement through videos on hour by hour (last 48 hrs)
by segmenting on audience actions and shows subscribers, and minute by minute (last 60 min).
retention, demographics, locations, likes, dislikes, favourites, videos in
source, device etc. playlist, comment , shares,
annotation etc.

VIDEO ADVERTISING USING YOUTUBE > VIDEO AD PERFORMANCE AND BEST PRACTICES

Understand your audience
Keep it crisp, else viewers will skip
Target non–converting audience through remarketing
Use good voice over
Use placement over display networks
Use YouTube brand channels
Do video A or B testing
Test several audience
Choose right Ad format
Convert viewers to subscribers
Measure, optimise and succeed

VIDEO ADVERTISING USING YOUTUBE

CASE STUDY

Game Promotion Through
YouTube

VIDEO ADVERTISING USING YOUTUBE > THE CHALLENGE

One of the leading gaming platform wanted to launch a new
game, wanted to build awareness and subsequent purchase
in the age category 16-45 before the launch.

VIDEO ADVERTISING USING YOUTUBE > THE APPROACH

An online-offline media mix was prepared by the marketing team for the prelaunch with the

heavy reliance on YouTube for online promotions.

Offline campaign included TV, print and outdoor.
Among the YouTube campaign mast head, mid roll and skippable video Ads were created.
4-5 video Ads were tested for the message, length and visuals.
The campaign was run for three months initially to drive awareness and later on also to drive

purchase or downloads.

VIDEO ADVERTISING USING YOUTUBE > THE RESULT

YouTube alone was able to reach to more than 25% of the target audience.
It achieved a 50% less cost per conversion in the 16 to 30 age category which

contributed to the largest chunk of sales.

The company was able to achieve the 1st quarter’s target sales in less than a month of

its launch.

VIDEO ADVERTISING USING YOUTUBE

CHECK YOUR
UNDERSTANDING

VIDEO ADVERTISING USING YOUTUBE > CHECK YOUR UNDERSTANDING

1. When you describe YouTube all of the following are applicable except:
a. An Ad exchange
b. A large search engine
c. A social media channel
d. An online video channel

YouTube is not an Ad exchange. All the other three are applicable

VIDEO ADVERTISING USING YOUTUBE > CHECK YOUR UNDERSTANDING

2. Overlay Ads are transparent Ads in YouTube that appear in bottom ____% of the screen.
a. 5
b. 10
c. 15
d. 20

Overlay Ads appear in bottom 20% of the screen.

VIDEO ADVERTISING USING YOUTUBE > CHECK YOUR UNDERSTANDING
3. For skippable YouTube Ads you are charged only if the viewer views it for at least 30 seconds:
a. True
b. False

If the Ad length is less than 30 seconds and viewer watches the full Ad then it is charged.