3 Ways to Maximize Brand Awareness and Reach on YouTube
01 Sep, 2021
Marketers are increasingly investing in YouTube advertising in order to achieve their video marketing goals. But achieving these goals is not an easy task, and involves use of an effective YouTube advertising strategy and proven approaches.
Below are discussed some proven YouTube advertising approaches to make it easier for marketers to maximize brand awareness, reach and cost efficiency.
Use Reach Planner for maximizing campaign’s effectiveness
In order to maximize effectiveness of their YouTube campaigns, marketers should use a tool provided by Google known as Reach Planner. This tool makes use of real-time data to show a YouTube campaign’s expected reach based on settings such as ad types, audience, campaign budget, etc. By making little changes to inputs, marketers can see how their video advertising campaign’s projected reach and frequency get affected.
For example, a children’s apparel brand leveraged Reach Planner for its YouTube campaign for getting insights into the reach and frequency for two different audience segments, viz. first-party and Google. Reach Planner helped it in finding out the right budget and strategy for driving maximum impact. The campaign was able to achieve a unique reach of more than fifty million at a significantly lower cost per view in comparison to brand’s average YouTube campaign.
Reach Planner also allows marketers to plan their YouTube advertising campaign alongside their television advertising campaign in order to understand the combined reach and efficiency of their overall ad campaign.
Use video reach campaigns
By using two or more cost per thousand impressions ad formats on YouTube such as six seconds bumper ads, skippable ads or non-skippable ads, marketers can achieve maximal brand awareness and ad recall. YouTube offers video reach campaigns to streamline budget allocation between different CPM ad formats.
Video reach campaigns offer a great advantage by automatically optimizing across different types of ad formats in order to reach as many YouTube viewers as possible for the least price. YouTube data shows that brands that leverage video reach campaigns can drive from twenty-nine percent to forty-four percent more reach at a sixteen percent lesser CPM in comparison to brands that run YouTube advertising campaigns using single ad format.
For example, a Portuguese cosmetics’ brand used video reach campaigns to promote its hair serum product and drove its maximum reach ever. The brand was able to reach thirty-two percent more viewers and witnessed a reduction of forty-one percent in the cost per reach point in comparison to campaigns optimized manually.
Use Brand Lift to adjust YouTube ad campaign in real time
Brand Lift helps marketers in measuring the effectiveness of a YouTube ad campaign and making required adjustments in real time. It allows measurement of campaign’s brand awareness impact and ad recall. It even helps marketers in gauging the impact of campaign in its crucial first days. By making use of the remeasurement feature, marketers can evaluate the impact of adjustments such as swapping of creatives and mid-flight changes.
By using above-mentioned tools and approaches marketers can boost effectiveness and cost efficiency of their YouTube campaigns, and achieve greater brand awareness and reach.
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