Best Practices for Effective YouTube TargetingPUBLISH DATE: 17 July 2020
YouTube is the most popular video hosting website in the world with most extensive catalog of online videos. The number of monthly logged-in users on YouTube is about 2 billion. YouTube offers tremendous opportunities to advertisers.
YouTube provides a wide range of ad formats and varied targeting options to marketers, enabling them to effectively and easily reach their target audience. It is important for marketers to use the right YouTube targeting options in order to drive success to their YouTube advertising campaigns. Using basic keyword and topic targeting at the start may not result in success. Below are discussed some handpicked ways that you as a marketer can use for effective targeting on YouTube –
Custom Intent Audiences
This targeting option helps marketers in reaching new customers on YouTube on the basis of the keywords used by the users to search for products and services on Google.com. It is not necessary that these audiences have any previous interaction with your brand. These are built from users who have recently searched the keywords that were used by you for to creating your audience.
Some of the great custom intent audiences that you can test out for your video advertising campaigns on YouTube are –
· Converting search queries — You can use your list of converting queries from your search campaigns to display video ads to users who have searched for these queries.
· Converting keywords — These keywords are not the same as converting search queries. You can create a different audience based on these.
· Competitor terms — These allow you to show your video ads to users that are actively searching for your competitors.
· Best-selling products — You can create an audience from your best-selling products. You can easily find these products from the sales report of your e-commerce platform.
Life Events can prove to be a great targeting option. It allows you to show ads to customers during life milestones such as starting a business, graduating from college, changing or starting a job, getting married, purchasing a house, retiring from job, etc.
These life events provide a great opportunity to brands, which offer products or services needed in these moments, to emotionally connect with consumers. For effective targeting via life events, your video creative should clearly show consumers how your brand can help them go through these milestones smoothly.
Customer match allows marketers to target audiences by making use of the first-party online and offline data, i.e. the information shared by the customers. It enables marketers to target ads to their customers and to new audiences similar to them.
YouTube’s ad pod delivery method shows two ads back to back, i.e. one ad right after the other. Combining two ads in an ad pod, instead of showing them separately, provides an ad experience similar to the TV ads. Ad pods result in fewer ad break interruptions, which in turn increases the rates of both content and ad viewing.
TrueView Discovery Ads
TrueView discovery ads appear on the search results and watch pages on YouTube. YouTube is a huge search engine, next only to Google.com. It allows users to conduct search for specific videos that they are interested in. TrueView discovery ads campaign is unique as a video advertising campaign as it is the only one in Google Ads that allows marketers to target just the YouTube’s search results page.
Combining keyword targeting with TrueView discovery campaigns offers a great way to capitalize on user intent. By running TrueView discovery ad campaigns, marketers can take over the top spot of the search results page on YouTube.
Video Ad Sequencing
Video ad sequencing enables marketers to use a series of video ads in a customized order to state their product or brand story to consumers. This YouTube marketing tool helps in building consumers’ interest in the brand and its products or services.
Custom Affinity Audiences
This targeting method allows marketers to build audiences that are specifically interested in the products their brands make rather than the broad product categories. For example, if your brand makes running shoes, then you can specifically reach runners instead of those generally interested in sports.
By using this targeting option, marketers can target audiences that are actively researching, comparing, and considering purchasing products or services that their brands offer.
Director Mix is a great video advertising tool offered by Google that allows easy creation of multiple versions of a video at scale. Thus, marketers can easily customize video ads for different audiences, languages and locations. This tool allows easy swapping out of elements such as sound, images and text in order to deliver video ads tailored to specific audiences. Even the creative can be fully changed without any loss of quality.
By using real-time triggers, marketers can time their YouTube ads to align with significant moments associated with specific events such as a goal in a football match. This feature allows marketers to capitalize on consumers’ cross-screen behavior.
This YouTube targeting feature helps marketers by automatically finding new audiences similar to those already existing in their remarketing lists. In order to find the like-minded audiences, Google makes use of a machine learning algorithm.
The above-mentioned handpicked ways for YouTube targeting will help marketers in effectively achieving their YouTube advertising goals.
What’s New in YouTube Advertising for Marketers?PUBLISH DATE: 15 July 2020
Marketers are well aware of the advantages afforded by YouTube advertising. YouTube ads help in generating and spreading brand awareness, and in increasing sales.
From time to time, YouTube updates its platform by adding new features. Adopting these new features into video advertising campaigns on YouTube can help marketers in connecting with users more meaningfully and effectively, and in boosting performance of their campaigns.
Below are discussed some of the new features incorporated into the YouTube advertising platform –
Direct Response Shoppable Ad Format
In June 2020, YouTube announced a new ad format known as the direct response ad format. This new format will help brands by making video ads on YouTube video more shoppable. This new format adds browsable images of products beneath the video ad. This helps in driving traffic directly to the product pages. This new format comes at a time when people are increasingly shopping through e-commerce platforms to avoid chances of getting infected by shopping through physical stores.
Video Action Campaigns
YouTube also announced video action campaigns in June 2020. This feature offers a cost-effective and easy way to marketers to increase the number of conversions. It works by showing video ads that drive action automatically to the following – home feed, watch pages, and Google video partners. All of this happens within one single campaign. Any future inventory that becomes available will be included by YouTube. This new feature will help marketers in saving their precious time for focusing on important tasks such as building the right creative.
Video Reach Campaigns
Video reach campaigns provide an easy and efficient way to marketers for achieving their video advertising goals on YouTube. With this feature, marketers are able to upload multiple video creatives into just a single advertising campaign. It saves them from managing separate campaigns for different types of ads such as bumper ads and skippable / non-skippable in-stream ads. A machine learning (ML) algorithm, developed by Google, automatically displays the most efficient combo of the video ad formats in order to help marketers reach their audiences at scale.
YouTube Masthead allows marketers to showcase brands, or their products or services, in the YouTube Home feed. The ad gets displayed across all devices. YouTube Masthead offers a highly effective solution for driving massive reach and allows marketers to plan their buys in advance without depending on auction. As this ad is placed on the YouTube’s home page, it provides an extreme opportunity to marketers to show off their brands.
Instant Review / Instant Reserve
YouTube’s Instant Review tool allows marketers to reserve ad space for up to one hundred and twenty days in advance. This happens through an automated process and does not require any minimum spend. By using this tool, marketers can book campaigns in advance with a defined budget. Using this tool to reserve ad campaigns in advance is similar to scheduling ads on TV, enabling marketers to secure spots beforehand for future important events.
Augmented Reality (AR) Try-On Ads
Augmented Reality (AR) involves superimposing digital content such as sound, images and text onto the world we see. YouTube’s AR Try-On ads are shown to users in a split-screen format. Video plays on the top part of the split-screen while camera view appears at the bottom. A user can then see what he or she looks like after trying the make-up featured in the video.
By using these new YouTube advertising features, marketers can run more effective campaigns and gain a competitive edge.
Industry Gold Standards Silverpush Has Won in 2019PUBLISH DATE: 10 December 2019
2019 has been an amazing year at Silverpush. Awards, recognitions, and accolades have come our way while we continued to serve our clients. Our technology continued to make a difference in the world of digital campaigns and online media for some of the largest brands globally. Join us as we look back at the ride that 2019 has been for us.
MMA Smarties India: Silver in Innovation and Product and Services Launch
Mobile Marketing Association (MMA), a global mobile trade association, in fact, the only one of its kind is a hub for marketers, sellers and technological innovators in the media industry. MMA Smarties acknowledges the best brands, agencies, and tech enablers that exceed expectations by driving business growth via mobile campaigns.
Silver in Innovation
Thums Up, a leader in the soft beverages industry in India was targeting millennials for its new 2019 variant- Thums Up Charged in Summer. Their concerns of brand safety and engagement optimization were resolved with SilverPush’s Mirrors Platform. The AI powered contextual video advertising platform helped the brand reach their most relevant audience.
Silver in Product and Services launch
As a part of the Amazing Moment Marketing Campaign, SilverPush was the technological enabler of Madison Media working on Asian Paints’ Clean the Air campaign. With the rising concerns around AQI, the campaign revolved around creating hyper localized messaging synced with real-time AQI levels. With quality insights delivered at the right time, SilverPush informed with and showcased 1000+ region-specific informative communications.
WARC Media Awards: Bronze for Effective Use of Tech
Every year, WARC recognises brands that excel in communication planning, driving positive business results via online channels globally through WARC Media Awards. At 2019 WARC Media Awards, SilverPush was awarded bronze for a campaign for Unilever’s Breeze in the category — Effective Use of Tech.
With Breeze, SilverPush leveraged TV sync for Unilever Philippines. With a customer base of housewives aged between 22 to 44 years, SilverPush identified that the buyers were becoming increasingly social media savvy and therefore are prone to multi-screening. The audience was targeted and retargeted with paid advertisements through creating a tv ad sync between the brand’s TV commercials and digital video ads across social platforms.
Festival of Media Awards (FOMA) Asia Pacific Awards: Bronze for Best in Technology
Festival of Media Awards is a celebration of brilliant media thinking across Asia Pacific region. The jury comprises of a vast network of creative thinkers and innovators in the industry. At FOMA APAC 2019, Breeze earned a bronze for the category — Best in Technology.
Moreover, collaborating with Mindshare was a unique learning experience that has added immense value to our technology.
Other Campaigns That Have Won Accolades and Recognition
- Unilever Wall’s and Mindshare Indonesia won the gold in the Cross Media category for their Wall’s Gold Spirit campaign celebrating national sports heroes, powered by SilverPush’s tv ad sync — Parallels.
- Shortlisted at The Wires APAC Awards for the multi-screen sync platform as the Best Marketing Technology solution
- Nomination at Drum Digital Awards APAC for Best Cross-Platform Campaign on behalf of Rexona
- Shortlisted for MMA Smarties Vietnam in the mobile Mobile Video and Innovation categories
- Shortlisted at Effie MENA awards in the Data-Driven and Healthcare-OTC categories for Sanofi’s Telfast
More About Our Winning Campaigns
While TV advertising remain a key channel for information distribution in South Asia, women displayed indifference and lack of interest during TV commercial breaks, displaying a cross screen behaviour — paying more attention to social channels. The campaign overcame the clutter and increased brand engagement within the target audience through real-time, TV ad sync advertising.
KFC’s launch of a new popcorn chicken flavor created the right buzz with AI-powered contextual ad targeting platform — Mirrors. Thirty contextual triggers were identified through Mirrors’ unique capability of detecting faces, logos, objects, scenes, actions and emotions in a streaming video. Coupled with customized creatives, KFC was able to target the right audience, as they engaged with their interests on YouTube. The campaign achieved a VTR of 35 percent; a direct increase of 10 percent against agency benchmark of 25 percent.
Thums Up leveraged contextual ads placements to target millennial buyers engaged in adventure and thrill seeking activities. For the campaign, SilverPush contextually targeted users consuming video content around extreme adventure sports, through AI powered object and emotion detection capabilities. This maximized brand engagement exactly at the moment consumers were engaging with their interests, and not based on past viewing habits.
By seamless brand integration through Mirrors, the campaign gained a VTR of 35 percent with a decrease in CPV of 48 percent.
SilverPush partnered with Oreo for their special edition Spider-Man themed pack for Contextual ad targeting. Spiderman themed content was identified with Mirrors technology enabling the brand to unlock the audience engaged in such content at that right moment. Spanning across four weeks, the campaign directly contributed to sales, leading to a 38 percent higher sales for Oreo.
In 2019, we have made a huge difference in the advertising industry. And in 2020, we intend to further expand our product portfolio and help brands understand and reach their customer, like never before.