How we broke YouTube CTR with 5 tips

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iCrossing

Find out how reed.co.uk managed to break YouTube click through rates - as presented at iCrossing UK Display Day 2014

Marketing

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
#iXdisplay

Established 1995
UK’s First Multi Sector Job Site
First Website Launched by a
Recruitment Agency
#iXdisplay

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…
#iXdisplay

UK’s # 1 Job Site,
More Share,
More Awareness
iCrossing since
Summer 2012
#iXdisplay

Oh, yeah, we also
Love Mondays…
And we want the UK
to Love Mondays too.
#iXdisplay

Digital Performance Channels Rule The Roost
Search, Remarketing, Aggregators, Email…
#iXdisplay

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

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

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%
#iXdisplay

So, What Did We Learn?
It needn’t cost the earth
Plan early. Really early
Relevant creative is key
And…

EnfranchiseALL
‘MultiChannel’Thinking
Workshops
RegularCalls&Comms
StrategyDays
Letthemgetonwithit…

TIP #3
Data Underpins Creative.
#iXdisplay

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.

Selling in can take time
Be brave, take some risks
Consider clever ways to save costs
Understand not everything will work
#iXdisplay

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
#iXdisplay

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How we broke YouTube CTR with 5 tips

1. 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 #iXdisplay

2. Established 1995 UK’s First Multi Sector Job Site First Website Launched by a Recruitment Agency #iXdisplay

3. 240 members of staff Monthly Visits: 14M Monthly Regs: 200K #iXdisplay

4. 200,000 jobs 13,000 recruiters ASOS, Emirates, Deloitte, Sky, Barclays, Diageo, EE, Santander… #iXdisplay

5. UK’s # 1 Job Site, More Share, More Awareness iCrossing since Summer 2012 #iXdisplay

7. Oh, yeah, we also Love Mondays… And we want the UK to Love Mondays too. #iXdisplay

8. Digital Performance Channels Rule The Roost Search, Remarketing, Aggregators, Email… #iXdisplay

9. Outdoor Built Brand. Digital Supported.

10. January 2012 – TV #iXdisplay

11. #iXdisplay

12. 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

13. - 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

14. #iXdisplay

15. 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…

16. TIP #1 Build For The Platform. #iXdisplay

17. #iXdisplay

18.

19. #iXdisplay

20. #iXdisplay

21. #iXdisplay

22. What Do People Look At On #iXdisplay

23. #iXdisplay

24. ‘Wang’.

25. 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

26. 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% #iXdisplay

27.

28. So, What Did We Learn? It needn’t cost the earth Plan early. Really early Relevant creative is key And…

29. TIP #2 Integrate Agencies. #iXdisplay

30. EnfranchiseALL ‘MultiChannel’Thinking Workshops RegularCalls&Comms StrategyDays Letthemgetonwithit…

31. TIP #3 Data Underpins Creative. #iXdisplay

32. #iXdisplay

33. #iXdisplay

34.

35. QualitativeQuantitive #iXdisplay

36. Celebrity Gossip Sports Gaming Fashion Cooking Health& Fitness Cars Music Travel parenting What Do ?Users Like

37.

38. And, What? Extra targeting impacts cost, but… Still competitive Data showed we were speaking to relevant niches.

39. TIP #4 ThinkChannelAgnostic. #iXdisplay

40. #iXdisplay

41. #iXdisplay

42. #iXdisplay

43. TIP #5 BeBrave,Don’tRest. #iXdisplay

44. Selling in can take time Be brave, take some risks Consider clever ways to save costs Understand not everything will work #iXdisplay

45. 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 #iXdisplay

46. TIP #1 Build For The Platform. #iXdisplay

47. TIP #2 Integrate Agencies. #iXdisplay

48. TIP #3 Data Underpins Creative. #iXdisplay

49. TIP #4 ThinkChannelAgnostic. #iXdisplay

50. TIP #5 BeBrave,Don’tRest. #iXdisplay

51. #iXdisplay Thank You