[webinar] get in the game: social advertising video platforms
TRANSCRIPT
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Get In The Game:Social Advertising Video Platforms
Ian Mackie Point it Digital Marketingwww.pointit.com 06.23.2015
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Housekeeping Slide
Additional Q&A addressed and at the end of session
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Toolbox Blog on the Point It Website
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#PI_Social#videomarketing
@socialadditiv
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About Point It
Our Clients
Our Services
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Today’s Presenter
Ian MackiePoint It Digital MarketingDirector of Social Advertising
Specializes in social media advertising for Point It clients.
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Agenda
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Video Ads: Opportunities & Challenges
Battle Royale: Can YouTube retain its dominance? • Video Ads 101 – Facebook, Twitter & YouTube• Identifying Your Target Audience• Reporting: What to Measure & How• Pro Tips
Case Studies
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Video Is HOT
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70%of marketing professionals report that video converts
better than any other medium -MarketingProfs
64% of consumers are more likely to buy a product after watching a
video about it - ComScore
WE’RE CRAZY
ABOUT VIDEO
65% of executives have visited a vendor’s site after watching
a video - Forbes
Toolbox Blog on the Point It Website
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Opportunities
Online video is now growing faster than any other digital category or subcategory, rising 33 percent in 2014, and is forecast to grow 29 percent a year through 2017 - ZenithOptimedia
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eMarketer estimates that digital video ad spending will reach $7.77B this year, up 33.8% from 2014…
…by 2019, it could reach $14.38B
Opportunities
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Challenges
Engagement can be low…Sizmek reported that the start rate for [CPG] digital video ads was just 10.0% in 2014
Viewability is major concern… Only 54% of video ads on the web are viewable – Google
Rampant Fraud…In a 2014 study, 20 percent of impressions sold were “absolutely fraudulent,” according to Clearstream
Video is cool… but video ads?
Got Ethics?
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Making
Social W
ork
Targeting
Measure-ment
Cross-device
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YouTube
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1 Billion users and counting…
Source: pando.com
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300 hours of video uploaded every MINUTE
Source: marketingland.com
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- Global Reach- Powerful targeting- Integration w/ AdWords &
Analytics- Remarketing (website &
YouTube channel)- Cross-device compatibility- Flexibility – more ad choices
than competitors
Benefits
YouTube
- Video resources- Finding the right audience,
not the largest audience - Direct Response efforts- Measuring Success- Viewability- Too complex for the average
SMB?
Challenges
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Use it for: awareness first; website traffic second• Runs before another video• Viewers can choose to skip after 5
secondsPay when: • User watches for 30 seconds, or to
end of ad, which ever comes first • Cost per View (CPV) bidding
Getting Started: In-Stream (aka pre-roll)
YouTube• Upload your own
(300x60)• Auto-generated from
your Channel
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Use it when: increase video and/or YouTube Channel engagement• Ad unit includes image/video
thumbnail and supporting text• After clicking on the ad, user lands on
video URL or Channel URL
Pay when: • User clicks on the ad to watch video
(CPC bidding)
Getting Started: In-Display
YouTube
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YouTube
- Interests/Topics- Keywords- Placements (channels &
specific videos)- In-market (ROI)
Targeting
•Travel Insurance
•Air travel destination
•Rick Steves•Lonely Planet•Travel Channel
•Travel trips•Travel guides•Texas travel guide
•Adventure travel
•Luggage & accessories
Topics Keywords
In-MarketPlacements
Bidding
- Cost-Per-View (CPV)- Tip: Higher bids does not
translate into more traffic
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Annotations: add text, links & hotspots to your video
Link to: • External website• Another video• Channel
Cards: add new level of interactivity to videos
Enrich the video experience
YouTube
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YouTube
• Measure everything! - Tag all URLs- Customize view based on
KPIs- Performance by segment
- Targets/Audiences- Format- Network- Device
Reporting & Measurement
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- Previous website visits- Previously watched videos- Lookalikes
Remarketing
Pro Tips
- Site usage stats (bounce rate, time on site, pages/visit)- Revenue- Goal completions- Impact on conversions (conversion paths)
Analytics
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Brands are choosing Facebook
Source: socialbakers
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Users engage more with Facebook
Source: socialbakers
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- Global Reach- Unrivaled targeting- Facebook custom
audiences- Cross-device targeting &
reporting- Video + Text
Benefits
- Video resources- Auto play vs. click-to-play- Direct response- Measuring success- Viewability- Limited ad formats
Challenges
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• Use it when: awareness first; website traffic second
• Upload directly to Facebook• Choose placement:
mobile/desktop and newsfeed/right rail
• Pay when:• User watches for >3 seconds• Optimization & Pricing:
• Clicks or Views• Let Facebook decide
Getting Started
Toolbox Blog on the Point It Website
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- Custom Audiences- Remarketing- Lookalikes
- Demographics – move far beyond age & gender
Targeting
•Site visitors•Previous customers
•Existing customers
•Site visitors•Fans
• Used travel app• Planning to travel
• Frequent flyers
• >$150k income• Net worth > $1M
Financial Income & Network
Behaviors
Custom AudiencesLookalikes
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Measure everything! - Tag all URLs- Video Actions report
- Auto-play vs. Click-to-play
- Clicks vs. Website Clicks
- Audiences- Device- Viewing percentages
Reporting & Measurement
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Remarketing
Pro Tips
- Two audiences – 3 second viewers & 95% viewers
- Retarget w/ video or other ad format- Need 1000 paid video views in 24-hr
period (doesn’t include organic views)
Fixed price vs. Auction- Facebook sets the CPM ($8.63
US)
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- Real-time marketing- Influencers, keyword &
topic/category targeting- TV targeting- Tailored Audiences- Cross-device compatibility- New “100%” viewability
Benefits
- Video resources- Video is relatively new
offering- Twitter’s active userbase is
relatively low- Limited ad formats- Basic reporting
Challenges
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Use it to when: drive awareness first; website traffic second
• Upload video file directly to Twitter as a Video Card
• CPV bidding model
Pay when: • (before 6/16) User starts video• (post 6/16) Videos will autoplay!
• Video is 100% in-view on the user’s device
• Watched for at least 3 seconds • Pricing
• Twitter can optimize for you• Set amount a view is worth
Getting Started
Toolbox Blog on the Point It Website
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Targeting
•Site visitors•Previous customers
•Existing customers
•Site visitors•Fans
• Travel services• Frequent flyers• Business travel
• @RickSteves• @Lonelyplanet• @tripadvisor
Followers Behaviors
Tailored AudiencesLookalikes
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- Tag all URLs- Video Actions
report
- @Handles- Device- Played to
- Video Analytics- Earned vs. Paid
views- Total minutes
viewed- Retention rates
Reporting & Measurement
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Pro Tips
1. Include
2. Exclude
Target only lookalikes of converters
Let Twitter bid for you
Experiment with pacing
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Case Study
Goal: Primary: AwarenessSecondary: Sales
Channels: YouTube, Facebook & Twitter AdsResults:
Microsoft Store – Dell XPS product launch
Channel Views CPV Avg % viewed View rateFacebook 139,587 $0.04 26% 25%YouTube 172,460 $0.07 15% 19%Twitter 1,130 $0.88 35% 1%
Channel Website Clicks CPC CTR* Add to CartFacebook 1654 $3.28 1.18% 44YouTube 4205 $2.90 2.44% 121Twitter 53 $18.87 4.69% 3
Go for the sale: Facebook remarketingUsers who watched all or part of videoLast-click ROAS of 1298%
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Questions?
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