From the SocialPro Conference in Las Vegas, Nevada, November 18-19, 2015. SESSION: The Social Ad Landscape: From Pinterest To Tumblr To LinkedIn To YouTube & Beyond. PRESENTATION: YouTube Ads: Reaching a Billion Users Driving Growth and Revenue - Given by Jeff Martin, @Jeff_Martin - Touchstorm, Vice President, YouTube Audience Development. #SocialPro #12B

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The Social Ad Landscape: YouTube
YOUTUBE ADS:
REACHING A BILLION USERS
DRIVING GROWTH AND REVENUE

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Getting To Know You: Touchstorm
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Getting To Know You: Jeff

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Getting To Know You: Jeff
Secret Keys

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Advantages of Social Ads on YouTube
Global Reach
§ Over 1 billion users (1/3 of the Internet)
§ Localized in 70 countries and 76 languages
§ More 18-34/49s than a U.S. cable network
Fuels Organic
§ Views and watch time go toward organic
visibility

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Choices of Social Ad Formats on YouTube
Formats
§ Pre-roll (in-stream)

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Choices of Social Ad Formats on YouTube

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Choices of Social Ad Formats on YouTube

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Choices of Social Ad Formats on YouTube

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Choices of Social Ad Formats on YouTube
Formats
§ Pre-roll (in-stream)
§ In-display

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Choices of Social Ad Formats on YouTube

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Choices of Social Ad Formats on YouTube

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Choices of Social Ad Formats on YouTube
Formats
§ Pre-roll (in-stream)
§ In-display
§ In-display (in-search)

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Choices of Social Ad Formats on YouTube

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Choices of Social Ad Formats on YouTube
Formats
§ Pre-roll (in-stream)
§ In-display
§ In-display (in-search)
§ Shopping ads

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Choices of Social Ad Formats on YouTube

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Targeting Options for Video
Standard methods are available:
§ Geographic, demographic
§ Keywords (search & contextual)
§ Placements, etc.
Unique to YouTube:
§ Channel and video level targeting

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Video Campaign Metrics in AdWords
Metrics for measuring success
§ CPV - Cost per view
§ View rate - video version of click-thru-rate
§ Earned actions – organic activity that
follows a paid view:
§ Subscribers, views, playlist additions,
shares and likes

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Video Campaign Metrics in AdWords
Metrics for measuring success
§ Video played to – what percentage of
viewers watched to that point in the video

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Video Campaign Performance Metrics
Metrics for measuring success
§ Watch time – total amount of time a video
has been watched
§ Session watch time – a video’s
contribution to the length of user watch
sessions

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Video Campaign Performance Metrics
Warning:
§ The paid door swings both ways
organically.
§ Don’t set your campaign on auto-pilot.
§ Driving users to a video they quickly
abandon sends poor quality signals to
YouTube which can impact discoverability.

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