Contextual Suitability meets Maximum Performance Efficiency SUMMARY
As we continue into a changing social and economic YouTube Overview environment, we created this guide to help advertisers understand and fully leverage the value Trends of YouTube to drive maximum efficiency, effectiveness and ROI. How to Make YouTube Perform
Media Planner Guide 2 YOUTUBE OVERVIEW
YouTube Trends & Make YouTube Media Planner Overview Developments Work for You Guide
3 YOUTUBE BY THE NUMBERS YouTube's popularity spans generations and demographics. It's the go-to source for video content globally from Gen Z, through Millennials, to Boomers. 4 GLOBAL REACH
2 billion logged-in users visit YouTube each month globally. 70% are on mobile, with OTT/CTV screen consumption growing quickly.
MILLION AMERICANS
5 Sources:213 YouTube Internal Data, Global, May 2020; eMarketer; YouTube Press HOW YOUTUBE WORKS
Creators Sell ads to brands to monetize their content Brands Buy video ads against creator content
Filters YouTube content to help brands ensure they are buying brand suitable videos and channels that perform
6 % PEOPLE PAY ATTENTION of ads play with sound, mimicking a 95 TV-like environment
7 Sources: Google Internal Data, Global, August 2016 HOURS PER 500 MINUTE 500 hours of content are uploaded every minute making YouTube an incredible opportunity, but also an always growing and changing ecosystem of video with varying levels of suitability for brands.
8 Sources: Statista, 2020 CONTEXTUAL ALIGNMENT DRIVES BRAND AWARENESS
% increase in brand awareness for contextually 93 aligned ads vs. misaligned ads
Research by Channel Factory & University of Southern California Applied Consumer Psychology Department, May 2020 9 CONTEXTUAL ALIGNMENT DRIVES BETTER AD METRICS
Ad
10 CONTEXTUAL ALIGNMENT DRIVES BETTER OUTCOMES THAN AUDIENCE-ONLY TARGETING
Objective Channel Factory helped a major pizza restaurant chain that wanted to put contextual to the test vs. their traditional demographic and geo-targeting to drive store visits among their U.S. Spanish and English-speaking family audiences.
Creative more conversions We deployed multi-language, 15s non-skippable creatives with clear branding and calls to action. 8X
more store visits Product 1.04X We recommended Non-Skippable 15s and Google's Store Visit extension. % lower cost per Targeting 50 conversion The brand worked with Channel Factory to build a custom channel inclusion list focused on family-friendly comedy and entertainment content. The inclusion was multi language to drive a diverse audience to the restaurant, and outperformed vs. the audience targeting. Data sourced from a Channel Factory campaign 11 YOUTUBE TRENDS & DEVELOPMENTS
YouTube Trends & Make YouTube Media Planner Overview Developments Work for You Guide
12 YOUTUBE TRENDS & DEVELOPMENTS
Consumer behavior has shifted
Viewers are consuming more video content. During global quarantine, YouTube consumption was up significantly with people stuck at home, watching videos on anything from workouts to cooking. Watch time has jumped 80% in the U.S. compared to last year.
This is driving up efficiency across platforms like YouTube, making it an ideal opportunity for brands to invest and test the platform.
13 YouTube Internal Data; US, March 2020 over March 2019 YoY THE RISE OF CONNECTED TV
As traditional TV subscriptions continue to decline, connected TVs (CTV) and OTT is growing rapidly as consumers are more connected than ever before. YouTube has grown 64% in the past year, further expanding its reach globally. Consumers are watching more content across all their devices, including their connected TVs. In fact, there are 203M connected TV users in the US, nearly 84% penetration.
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Sources: eMarketer, February 2020 THE RISE OF CONNECTED TV
PEOPLE SPEND TIME ON YOUTUBE VIA CONNECTED DEVICES
As of March 2020, comScore reported that 21% of all streaming hours on connected TVs were spent on YouTube.
A 2020 Vizio Platform Report states that use of ad-supported video-on-demand apps is up by 74%.
15
Sources: comScore and Vizio reports THE RISE OF CONNECTED TV
PEOPLE COMPLETE ADS
A study by eMarketer found 94% completion rates for CTV, compared to peak rates of 83% % for tablets and 75% for desktop and mobile.
ADS CONNECT VIA CONNECTED TV 47 We’ve seen that people react positively to ads on LIFT IN AD RECALL the TV screen – based on Ipsos Lab Experiments, YouTube ads shown on TV drove a significant lift in ad recall and purchase intent, with an average lift of 47% and 35% respectively.
16 Sources: ExtremeReach Q1 2018 Report; Ipsos Lab Experiments data, 2018 INCREMENTAL TV REACH & TV CONTENT FANDOMS Ardent fans of TV content, like major sports broadcasts, are headed to YouTube to watch behind-the-scenes, replays, interviews, and more.
Traditional TV Official Channels Creator Channels
37.1M 792.2M 53.7M Viewers Viewers Viewers Pre-season Viewers (August 2019) (August 2019) (August 2019) National Football Source: Nielsen; 48 Million Subscribers 2.5M Subscribers League TV By The Numbers
18.7M 85.4M 34.5M Viewers Viewers Viewers Pre-season Viewers (August 2019) (August 2019) (August 2019) World Wrestling Source: Nielsen; 5 Million Subscribers 3.2 Million Subscribers Entertainment TV By The Numbers 17 According to a recent study done by Channel Factory, almost 50% of the content people YOUTUBE watch on YouTube is in entertainment and comedy. 80% of respondents go to YouTube to improve their mood and 69% find the platform’s IMPROVES content more uplifting than other channels.
MOODS And it's not just content. Over 70% of respondents want ads that boost their mood.
18 PRODUCT INNOVATION
YouTube continues to innovate with their product suite, and has recently launched several products that help marketers deliver messages via video.
Home Feed Discovery Ads
TrueView for Action
Director’s Mix
19 MAKE YOUTUBE WORK FOR YOU
YouTube Trends & Make YouTube Media Planner Overview Developments Work for You Guide
20 HOW TO MAXIMIZE SUCCESS ON YOUTUBE
YouTube is a global tool for brands to achieve huge scale online. They have created a suite of products that can help marketers meet their goals throughout the funnel.
Objective Creative Targeting Strategy Product
Clearly articulate the Design your creative for the Targeting is key to a Whether in-stream or objective of your campaign platform. For example, for a successful campaign; we discovery, skippable, across the marketing funnel, skippable ad, reveal your will focus on contextual non-skippable, optimized like driving awareness or brand before the skip. On targeting in this guide and for reach or for action, it’s engaging with audiences. CTV, don’t add a click here how to maximize brand critical to pick the right as the user cannot suitability, contextual YouTube products to set click the TV. targeting, and performance. your campaign up for success.
21 BUILD AWARENESS WITH SCALE AND REACH
22 DRIVE AWARENESS AT SCALE
Non-Skip Ads TrueView for Reach Bumpers Non-Skip Skippable Non-Skip
Maximize Brand Lift Build Broad Reach Build Fast Reach & Frequency
KPI VCR, Brand Lift KPI Unique Reach, Brand Lift KPI VCR, Brand Lift
Billing Model CPM Billing Model CPM Billing Model CPM
Creative Length 15s or Creative Length 15s - 3m Creative Length 6s 20s* 23
* Available only in select countries AWARENESS & INTEREST BUILDING WITH YOUTUBE
Objective XFINITY wanted to build awareness at scale so that users could understand how much data overages cost them for their “Data in Dollars” campaign.
Creative XFINITY developed creative personalized to the different contexts their ads ran in which literally showed the viewer how much the video they were about to watch would cost to stream using data from their current cellular provider. increase in 3X search Product XFINITY drove the message home with a 6s bumper driven campaign. % lift in brand Targeting 113 interest XFINITY used Google Trends to distil the most popular content categories to include within their media plan and even leaned into YouTube’s ability to reach users based on their service provider.
24 DRIVE CONSIDERATION TO STAY TOP OF MIND 25 DRIVE CONSIDERATION AND ACTION
TrueView In-Stream TrueView for Action Video Ad Sequencing Skippable
Skip Ad
Drive Engagement Drive Action Drive Deeper Awareness & Engagement
KPI View Rate, Brand Lift KPI Conversion and View Thru KPI Reach/Engagement Conversion Billing Model CPV Billing Model CPM/CPA Billing Model CPM
Creative Length 15s - 3m Creative Length 15s - Creative Length 6s, 15s, 30s, long- 3m form 26 FULL FUNNEL PRODUCT LAUNCHES WITH YOUTUBE
Objective ADIDAS wanted to reach consumers at the right moment for the launch of their Nemesis shoe with different messages depending on where they were in their customer journey.
Creative ADIDAS had always split their campaigns into multiple, time-separated phases, all targeted at the same audience. For this campaign, creative was personalized and adapted to each stage of the journey right % lift in brand out the gate. 33 interest Product % lift in ad recall ADIDAS used Video Ad Sequencing and smart creative skip and non-skippable format pairing to move 20 its target audience through the funnel in as little as a few days. % lift in product Targeting 317 interest Beginning with broad reach against affinity audiences, ad sequencing uses remarketing data to retarget average view-through viewers down through the its creative narrative. % rate increase from hero 20 video to product video 27 DRIVE ACTION ONLINE Drive conversions with AND IN-STORE TrueView for Action +200% - 40% conversions CPA
28 CONSIDERATION AND ACTION SUCCESS ON YOUTUBE
Objective airbnb wanted to get people thinking about and booking their 5 million listings in 81,000 cities around the world, especially in markets where they face stiff competition.
Creative airbnb developed highly tailored creative using Affinity Audiences to align with video content people likely to watch. For example, if someone was about to watch a video related to water sports, they would % increase in bookings see the ad featuring a host with a passion for surfing. 14 proving a brand campaign can Product impact sales airbnb used TrueView for Action to drive down funnel outcomes.
Targeting % increase in branded search terms airbnb used TrueView for Action’s Smart Bidding and Google’s Consumer Patterns targeting to 142 understand where to find audiences most likely to consider their hosts’ properties. They also tested different consumer engagements along the way to understand and optimize their customer’s journey.
29 CREATIVE DRIVES 47% OF MEDIA EFFECTIVENESS Cutdown your TV spots and optimize longer form content for specific YouTube formats, products and the devices they’re consumed on. Consider adding early brand reveal and leveraging sticky logos throughout the video to ensure the consumer knows which ad they are watching.
Mastheads & Discovery Ads
Original
OTT / CTV Video
6s 15 or 30s Skip Video Ad Bumpers & Non-Skip Sequencing 32
Sources: Nielsen, 2017 30 CREATIVE CONSIDERATIONS TO MAKE YOUTUBE WORK BEST
Who are you? Tone & Empathy Devices
Mention your brand or Consider personalizing Optimize for mobile and consider dedicated product in the first 5 seconds. the creative to the strategy for CTV’s bigger screens Mobile users have a shorter content against which attention span, so make sure the ad runs, or to the Narrative Structure you are telling them who audience by pairing Build for mobile attention. you are early in the video. creative with targeting of Give the viewer dessert first. Consider showing your logo affinity audiences, throughout the video. custom intent, and life Visual Language events. Go for tight framing, fast pacing, and large type
31 Channel Factory is a global technology and data platform that maximizes both performance efficiency and contextual suitability, delivering contextual performance for advertisers on YouTube
Measurement Program 32 We help advertisers align with appropriate and relevant content while optimizing for performance by delivering their message in the most relevant context to the right audience at the best price.
WHY CHANNEL FACTORY? CHANNEL FACTORY PLATFORM VIEWIQ IS A ROBUST YOUTUBE DATASET
Channel Factory delivers Work with us any way you like Access to YouTube through API integration brand suitability AND through managed service or performance on YouTube self service via inclusion lists Channel and video level curation for language, content suitability, kid’s content, IAB classification.
39+ languages Performance enhancements YouTube Measurement drive up to 30% increase in Program Partner Direct connections with channels delivers additional efficiency data like audio transcripts and creator data. However, our buying engine is agnostic to any specific creators
33 YOUTUBE MEDIA PLANNER GUIDE
YouTube Trends & Make YouTube Media Planner Overview Developments Work for You Guide
34 GOOGLE PRODUCT DSP / BUYING OPTIONS OBJECTIVES FORMATS STRATEGY / CONSIDERATIONS
TrueView skippable in-stream format offers cost efficient bidding and flexible targeting Google Ads — YES Brand Awareness, Ad Recall, Skippable TrueView features like CTA extensions and companion banners to best influence your audience to Standard True View In-Stream (Standard is 15s / 30s) DV 360 — YES Engagement and Reach opt-in to viewing your full ad. (12s min to recommended 3min max) TrueView for Reach offers cost efficient CPM bidding on ads 12s or longer. Engage and reach Google Ads — YES Brand Awareness, Ad Recall, Skippable TrueView more of your audience by running in-stream ads while viewers are paying attention to their True View for Reach (Standard is 15s / 30s) DV 360 — YES and Reach content. (12s min to recommended 3min max)
Google Ads — YES Viewers must watch the full non-skippable ad, unlike TrueView in-stream ads which gives Non-Skippable & Bumpers Brand Awareness and Ad Recall Non-skippable (15s) users the ability to skip. Both format lengths reinforce brand messaging and awareness, DV 360 — YES Bumper (6s) while bumpers are impactful for ad recall.
Your ad is paired with a headline and call-to-action extension, encouraging consumers to Google Ads — YES Drive Leads and Down-funnel Skippable TrueView TrueView for Action explore your product or service and move further along the consumer journey. DV 360 — YES Performance (Standard is 15s / 30s) (12s min to recommended 3min max) Your ad will run on the YouTube search results and watch pages and clicking the ad will Google Ads — YES Drive Incremental Awareness Image Thumbnail and up to deliver a user to the YouTube watch or channel page to view the video rather than playing Video Discovery three lines of text (Headline DV 360 — YES and Engagement the video within the ad unit itself. and Description)
Can be mix of TrueView, Bumper, Create a story with your creatives and use a combination of Skippable and/or Non-skippable ads to engage viewers and boost your brand’s message. Combine different ad formats to Google Ads — YES Creative storytelling and and/or Non-skippable assets Video Ad Sequencing sequence a narrative that engages your audience. DV 360 — NO deeper brand awareness Can be priced on CPV or CPM but priced differently than each individual product would be Your ad will appear overlaid on the bottom of the YouTube video player on the YouTube Google Ads — YES Drive Social Reach Video Image Overlay Image Overlay watch pages when a user initiates video play. You can include a companion banner display DV 360 — YES and Engagement ad.
TACTICS / ADD-ONS DSP / BUYING OPTIONS BENEFITS REQUIREMENTS STRATEGY / CONSIDERATIONS
Stack two ads back-to-back for viewers to simulate the TV viewing experience and reinforce Google Ads — YES Brand reinforcement and Skippable TrueView Ad Pods your brand message by playing right after one another. DV 360 — YES TV-adjacent advertising (Standard is 15s / 30s) (12s min to recommended 3min max) Channel Factory Proprietary: our dynamically updated blocklist is the most extensive on the Google Ads — YES Extensive and dynamic Exclusion Lists Typically priced as % of Media Spend market, using exclusive first party creator data for deeper analysis of unsafe channels and DV 360 — YES blocklist videos and real-time safety 24/7.
35 GOOGLE PRODUCT DSP / BUYING OPTIONS OBJECTIVES FORMATS STRATEGY / CONSIDERATIONS
Create audiences tailored to your brand by using a combination of interests, URLs, apps, and Google Ads — YES Precision targeting based on Skippable TrueView Custom Affinity Audiences types of places that define your audience. For example, target Avid Marathon Runners intensity and frequency of behavior (Standard is 15s / 30s) DV 360 — YES interested in gyms. (12s min to recommended 3min max) Use your already-existing Google Search Keywords to find those users later on YouTube or Google Ads — YES Reach in-market, Skippable TrueView GDN. Custom intent is great for reaching users as they are researching comparable products Custom Intent (Standard is 15s / 30s) DV 360 — YES purchase-ready consumers and looking to purchase. (12s min to recommended 3min max) Must work with a Google-integrated third party or Can increase brand awareness with Customer Match easily lets your brand import customer contact information to create a custom 1st Party Data Google Ads — YES DMP; history of policy compliance and completed consumer re-targeting and even drive targeting list of engaged users, as well as find new audiences that are similar to your loyal payments; at least 90 days history in Google Ads; Customer Match DV 360 — YES conversions and new user acquisition and over $50k USD total lifetime spend customers.
Enables you to reach broad segments of the population that share common traits, such as Google Ads — YES Target audience segments Detailed Demographics None college students, homeowners, or new parents. DV 360 — YES that share common traits
Create multiple versions of your creative to resonate with specific audiences. Provide assets Google Ads — YES Contextual creative ~$750K minimum spend Director Mix like text, images, audio and video elements, and Google’s machine learning will create DV 360 — NO customization Google approval thousands of personalized variations of your ad.
Google Ads — YES Target purchase-ready users Reach consumers as they are actively researching or comparing products and services related to In-Market None your brand. Users are segmented based on ad clicks and site visits. DV 360 — YES during consumer journey
Google Ads — YES Target users based on real Life Events will target your creative to users that are on the cusp of major life events like Life Events None getting married, graduating college, or moving. DV 360 — YES life milestones
An extension will appear under your YouTube ad that shows a map or directions allowing Google Ads — YES Consideration and There are over 80+ major retail chains Affiliate Location Extensions manufacturers to inform users where their products are being sold to help further influence and auto dealers eligible for advertisers DV 360 — YES conversion measurement purchase decisions. to use (in select countries) A feature attached to TrueView for Action, maximize conversions bidding uses Google’s Google Ads — YES Conversions and Maximize Conversions Bidding TrueView for Action machine learning to generate website actions that matter to your brand, like booking a flight or DV 360 — YES Consideration scheduling an appointment.
Instantaneous video ad delivery based on predefined triggers or moments that correspond Google Ads — YES Cross-screen live advertising Display and video line item with specific events. Set triggers for live TV events, in-game sports moments and weather Real-Time Triggers items only. One trigger per DV 360 — YES and higher engagement parameters like rain or snow. line item. Utilize 1st party data from previous campaigns to find new users that have similar behaviors Google Ads — YES Current or previous campaign Similar Audiences New audience acquisition as your audience targeted from a remarketing campaign. DV 360 — YES Link client’s channel to campaign 36 TACTICS & ADD-ONS DSP / BUYING OPTIONS BENEFITS FORMATS STRATEGY / CONSIDERATIONS
Promote other channels, feature a video or playlist, encourage viewers to subscribe, or link to Google Ads — YES Build viewership Can be added to the last 5 to 20 seconds of a associated websites or approved merchandise/ crowdfunding website with call-to-actions. Video End Screens video but video has to be at least 25 seconds long DV 360 — YES and awareness (i.e. TrueView only)
Make video ads more interactive and engaging with Channel, Donation, Fan Funding, Link, With cross-screen video interactivity, You can link to your websites directly as long as Google Ads — YES Poll, and Video or Playlist Cards. YouTube Cards invite users to explore your offering, your site is associated with your YouTube channel DV 360 — YES shop or further engage with your brand and you are part of the Partner Program
Make your video ad interactive by generating shopping cards that connect viewers directly to Google Ads — YES Purchase Intent and Google Merchant Center must be set up your product, moving them further along the customer journey and closer to making a Shopping Cards DV 360 — YES Conversions prior to creation of cards purchase.
Add Location Extensions with your brand’s business data to your YouTube Ads to capture Requires linking to brand’s Google My Business Google Ads — YES In-store conversion nearby shoppers, driving them to visit your brick-and-mortar stores. Store Visits Center. Store Visits metrics will be available after DV 360 — YES measurement a certain threshold of spend per market
Channel Factory Proprietary: we use historical campaign performance data and first party Channel or Video Level Inclusion Lists Google Ads — YES Fully customizable creator data to offer a menu of fully customizable, industry and brand-specific inclusion lists, Inclusion Lists DV 360 — YES precision targeting Typically priced as % of Media Spend including TV audience extensions.
Partner with YouTube Publishers and MCNs to design customizable YouTube PMPs (“Trusted Pick premium quality video Can be TrueView, Bumper, and/or Google Ads — YES Walled Gardens”) that can be bought on reserve and executed via DV360 with one standard of Programmatic Guarantee environments and match to your exact Non-skippable assets DV 360 — YES global and local reach objectives Typically priced as % of Media Spend human-verified brand suitability at preferential rates.
We can maximize reach for Unknowns simply represent users who are not logged into their YT account; These unlogged Unknown Genders Google Ads — YES users make up 70% of the YouTube population. Enabling Unknowns extends reach on OTT/TV unique users by Targeting None & Unknown Ages Demo DV 360 — YES Screens - 90-95% of audiences on OTT are not logged in accounts! Unknown Demos
Remarketing from YT campaign Ads are responsive based on where they are optimized to appear; Your ads might not always Destination URLs, Images, Logos, Headlines, Google Ads — YES to maximize on GDN’s +2MM websites include all your text and images. Some cropping or shortening may occur in some formats, and Responsive Display Ads Descriptions, Business Names, Call to Action Text, and +650k apps, extending either of your custom colors may be used. DV 360 — YES and Custom Colors reach and efficiency
37 THANK YOU Lauren Douglass SVP Global Marketing [email protected]