Video Strategies: YouTube Workshops/LA... · Increase awareness amongst your key ... you can...

Video Strategies: YouTube

@CarnegieComm | #CarnegieConf

Agenda

1. Why YouTube? 1. Education Sector

2. Best Practices

1. Case Studies


Why YouTube?


Increase awareness amongst your key audience

Ensure your university is within the consideration set

Drive action and improve ROI

Reengage those who have demonstrated interest

Awareness

Consideration

Conversion

Loyalty

YouTube helps you to achieve your marketing objectives By adding value to all stages of the conversion funnel


Reach

the right people at scale

Impact

people’s decisions and

actions

Results

you can measure and

optimize

YouTube helps your brand move people in the moments that matter


400 HOURS

of video is uploaded every single minute

YouTube reaches

ONE BILLION

PEOPLE

YouTube is where the world

comes to watch video


YouTube U.S. Stats

#1 Online video site1

70% Reach among total US web population3

#4 Largest site2

67% Of researchers who use video do so to understand specific features of a school

Video streams happen on YouTube1 7/10 1 - Nielsen VideoCensus, January 2013

2 - Nielsen NetView, February 2013

3 - comScore VideoMetrix, March 2013


Create an

engaging experience

for your audience

Sound Sight Motion


[insert clickable video here]

https://youtu.be/M7FIvfx5J10 (Volvo Epic Splits)

https://youtu.be/M7FIvfx5J10

http://youtube.com/v/M7FIvfx5J10


Education Sector


….They begin with an open mind

90% Of researchers are undecided about which school they want to attend


1 in 4 Researchers in the EDU space

use the web as their sole

source for research


Demand is slipping through the cracks… 98% of Education search queries end without a conversion

99% of your audience is reachable on YouTube

43% of your audience prefers to watch online video on YouTube

Reach more of your audience on content and devices they love

Reach source: comScore MediaMetrix, Sept 2015 Favorability source: Google Consumer Survey poll, Nov 2015

Proprietary + Confidential


How?


Reach


Impact


actions

Results

you can measure and

optimize



http://youtube.com/v/buA3tsGnp2s


...through a Variety of AD formats

Trueview Instream Trueview InDisplay Trueview InSearch


Audience Targeting

Reach your exact target audience based on the right signals.

Demographic Targeting

● Pinpoint users based on age and

gender

Geo Targeting

● Reach users based on Country,

state, city or Zip Code

Language

● Target by the language settings of

their browser or YouTube account


Affinity & In-Market Targeting

Affinity Category: People whose past viewing behavior indicates interest in a particular category of content In-Market: Shoppers whose visits to other websites indicate they’re in the market for particular goods or services, Reach those who are actively researching and intend to buy

● In-Market For Education


Remarketing through YouTube

Users who did not skip your ad

Find them across YouTube & the Google Display Network

Deliver a follow-up ad tailored to that group


Customers choose relevant ads

Advertisers pay only for engaged views

Good creative is rewarded

Only pay when a user chooses to watch your ad


Viewer choice is a game changer

People who choose to

watch a video ad are

75% more engaged than those who are forced to watch


Call-to-Action Overlays

Desktop Mobile

Drive Direct Response with Your Video

Add a call to action overlay to drive website clicks on your YouTube ads


Call to Action Overlays


http://youtube.com/v/tUrSEQ7N94Y


TrueView Companion Banners help drive clicks

Customize a companion banner with a strong CTA

Stays next to the content even when the ad is done playing


Increase awareness amongst your key audience Masthead, Channel, TrueView

Ensure your university is within the consideration set TrueView

Drive action and improve ROI CTA overlay, Companion Banner, Remarketing

Reengage those who have demonstrated interest Subscribers, shares, likes

Awareness

Consideration

Conversion

Loyalty

YouTube helps you to achieve your marketing objectives By adding value to all stages of the conversion funnel


Case Studies


Reach


Impact


actions

Results

you can measure and

optimize



Edu Sector has seen excellent results from Trueview Ads


Case Study: University of Phoenix

Goal: Increase Engagement and Site Traffic How: Establish a mix of upper- and mid-funnel video creative for the campaign ● YouTube In Display (Awareness) ● YouTube In Stream (Consideration and

Engagement) Results: ● 27M Impressions delivered ● 80K Site Visits to Phoenix.edu ● Engagement Rates doubled ● Pageviews increased 38%


Goal: Increase Engagement and brand awareness How: Desktop and Mobile Trueview Investment of ~400K Results: ● Ad Awareness: +23% ● Brand Awareness: +16%

○ 9M views (60% desktop, 40% Mobile)

○ 400K clicks on Video Ad ○ $0.06 CPV for Desktops ○ $0.04 CPV for Mobile

Case Study: Ashford University

Case Study

https://docs.google.com/presentation/d/1V5d1bNS_lBH-rve-HQik6fOnzyzarhO4yZcEZnv7xL0/edit


Key Takeaways

1. Through advanced targeting capabilities, YouTube helps you reach and influence prospective students

1. Video plays a key role in students’ decision path

1. CTA Overlays and Companion Banners help drive

direct response 1. Re-engage your interested students through

Remarketing


Thank You!


Appendix


https://youtu.be/FlCVE0OG-tI (BIC - interactive, CTA)

[insert viewable YT slide here]

https://youtu.be/FlCVE0OG-tI



http://youtube.com/v/FlCVE0OG-tI

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