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1、YOUTUBE MEDIAPLANNINGUnderstanding The Ad Formats And Tactics To Drive Results At Any Point In The FunnelA PIXABILITY E-BOOKQUICK GUIDEYouTube Media Planning Quick Guide|2021 Pixability,Inc.All rights reserved.1MARKETERS SHOULD LEVERAGE THE FULL POTENTIAL OF YOUTUBE INTRODUCTIONFor too long,marketer
2、s have viewed YouTube as purely a way to drive awareness.While advertising on YouTube is great for driving reach and awareness,YouTube excels at delivering results across the whole funnel,driving actions and engagement like:brand lift search lift web traffic conversions in-store visits revenueMaximi
3、zing results through the funnel is both an art and a science.Marketers should be deeply familiar with the different combinations of ad formats,targeting tactics,and measurement solutions for each part of the funnel.In this quick guide,we break down some of our favorite tactics and best practices to
4、help media planners maximize results throughout the funnel on YouTube.YouTube Media Planning Quick Guide|2021 Pixability,Inc.All rights reserved.2SECTION 01MEASURING KPIS THROUGH THE FUNNEL ON YOUTUBE The first step to understanding YouTube as a full funnel strategy is to understand your KPIs,where
5、each tactic fits into your strategy,and how to measure it.KPI measurement is made possible through specialized technology partners and YouTubes reporting solutions.KPIHow To MeasureBrand-safe ReachYouTube reach reportingViewability VerificationYouTube and third party partners like IAS and DVBrand Su
6、itability VerificationYouTube Measurement Program partners like PixabilityBrand LiftYouTube Brand Lift 2.0 StudySearch LiftYouTube Search Lift StudyWebsite TrafficWebsite pixelConversionsWebsite pixelStore VisitsLocation extensionsRevenueRevenue tracking dashboard through third parties like Pixabili
7、tyAWARENESSCONSIDERATIONACTIONYouTube Media Planning Quick Guide|2021 Pixability,Inc.All rights reserved.3YOUTUBE AD FORMATS Here is a quick look at what formats to consider for driving results at each point in the funnel.Its a best practice to un-derstand and test the many ad formats YouTube offers
8、,even those that arent directly built to drive your KPI as the results could surprise you.SECTION 02Home Feed AdsTrueView Video DiscoveryNon-skippableTrueView for ReachTrueView for ActionTrueView In-StreamAWARENESSCONSIDERATIONACTIONBumper AdsYouTube Media Planning Quick Guide|2021 Pixability,Inc.Al
9、l rights reserved.4LENGTHS AVAILABLESKIPPABLE?HOWS IT MEASURED?PRICINGINSIGHTSTrueView for ReachAnyImpressionsCPMTrueView for Reach is optimized to drive the highest reach and frequency at the lowest CPM,perfect for top-of-funnel advertisers.Non-skippable15 sec.ImpressionsCPMNon-skippable ads are gr
10、eat for driving awareness,as viewers must watch to completion.Bumper Ads6 sec.ImpressionsCPMBumper ads are most effective at driving frequency and recall through short,memorable messages especially through retargeting.Home Feed AdsAnyN/A*ImpressionsCPMWith 10X watchtime growth on the home feed over
11、the past three years,Home Feed Ads are a great alternative to Mastheads to reach users on the YouTube homepage.TrueView Video DiscoveryAnyN/A*View following clickCPVVideo discovery ads appear on YouTube search results,alongside related YouTube videos,and on the YouTube mobile homepage.TrueView In-St
12、reamAnyCompleted views or 30+seconds of viewingCPV or CPMTrueView In-Stream is a flexible ad format,and works well throughout the funnel when combined with add-ons like companion banners and CTA extensions.TrueView for ActionAt least 10 seconds,but 15+is recommendedCompleted views or 30+seconds of v
13、iewingMax Conversions or Target CPAEnhanced calls-to-action and end screen capabilities make TrueView for Action an important tool for lower-funnel marketers and remember to use 15 sec.or longer creative to utilize the auto-end screen feature.YouTube Ad Formats:Deep DiveAWARENESS/UPPERCONSIDERATION/
14、MIDDLEACTION/LOWER*Home Feed Ads and TrueView Video Discovery are not in-stream,therefore the user can either click or not click to view.YouTube Media Planning Quick Guide|2021 Pixability,Inc.All rights reserved.5SECTION 03YOUTUBE TARGETING Every targeting tactic can deliver results at any point in
15、the funnel,but generally speaking,audience/behavioral targeting has been shown to perform better at driving lower funnel results.Audience/Behavioral Life Events Custom Affinity Custom Intent Remarketing Sequential RemarketingDemographic Demographics Detailed DemographicsContextual Keyword Topic Plac
16、ement DeviceAWARENESSCONSIDERATIONACTIONYouTube Media Planning Quick Guide|2021 Pixability,Inc.All rights reserved.6 TACTICDESCRIPTIONDemographicsTargets against consumer age,gender,household income,parental status,and location.Detailed DemographicsTargets against common traits,such as college stude
17、nts,homeowners,new parents or marital status.KeywordTargets against videos related to keywords in video metadata.TopicTargets against a broad range of videos and channels based on category.PlacementTargets against specific videos or channels excellent for driving performance and brand suitability,bu
18、t should be paired with other tactics to drive scale.DeviceTargets devices where viewing occurs,such as desktop,tablet,mobile,or TV screens.Life EventsTargets against purchase behavior shifts and brand preference changes during life milestones,like moving,graduating from college,getting married,etc.
19、Custom AffinityTargets against custom combinations of interests,URLs,places,or apps.Allows for more tailored audience targeting than broad,TV-like affinity audiences.For example,rather than reaching Sports Fans,a running shoe company could reach Avid Marathon Runners instead.Custom IntentTargets aga
20、inst keywords searched on G,allowing performance advertisers to reach viewers as theyre researching products and brands and/or making purchase decisions.RemarketingTargets against past interactions with YouTube videos,TrueView ads or a YouTube channel.If youve linked your Google account to your Goog
21、le Ads account already,Google Ads will create custom lists for you automatically.Sequential RemarketingAllows advertisers to leverage sequencing to target against user behavior(for example,a user viewing videos to completion),or to utilize short form content that teases a longer video.Enables advert
22、isers to extend touchpoints with your audience through a variety of ad formats and creative,such as Bumper ads.YouTube Targeting:Deep DiveDEMOGRAPHICCONTEXTUALAUDIENCE/BEHAVIORALYouTube Media Planning Quick Guide|2021 Pixability,Inc.All rights reserved.7ADD-ONS TO DRIVE ACTION ON YOUTUBEYouTube offe
23、rs a bunch of great tools to move your consumers down the funnel and drive actions like clicks,store visits,and purchase intent.SECTION 04YouTube End ScreensAs an organic best practice,always use End Screens to promote other videos,playlists,or subscriptions make sure to leave ample time at the end
24、of content for viewers to click.CardsVideo,playlist,channel,and link cards keep viewers engaged with your content or drive traffic to your site.Companion BannersClickable thumbnails allow users to learn more on TrueView In-Stream or Bumper ads.Top Content(Bid Modifier)An advanced bidding adjustment
25、that can help ads appear against popular,trending content.Brand Lift 2.0 StudyMeasures the direct impact ads have on perceptions and behaviors throughout the consumer journey requires formal inclusion by Google,or partnerships with a third party like Pixability.Search Lift StudyMeasures the increase
26、 in organic searches related to a brand on G and YouT.Affiliate Location ExtensionsShows the nearest third-party location(s)where the product is carried as an address or on a map.Can be set at account,campaign,or ad group levels for available retailers.Location ExtensionsShows ads with your address,
27、a map to your location,or the distance to your business.Able to assign locations to particular campaigns or ad groups.CTA ExtensionsA call-to-action button that helps viewers learn about a brand or service and take relevant actions,like“Get a quote,”“Book now,”or“Sign up.”Site Link ExtensionsAn addi
28、tional link to bring users to specific websites,driving traffic and conversions.Store Visits TrackingMeasures how ad clicks and viewable impressions influence store visits.Not available to advertisers with sensitive location categories related to healthcare,religion,adult content,and children.Conver
29、sion Pixel Implementation/TrackingMeasures how effectively an ad click leads to valuable customer activity on a website,such as purchases,sign-ups,and form submissions easily implemented through Google Tag Manager.YouTube Media Planning Quick Guide|2021 Pixability,Inc.All rights reserved.8SECTION 05
30、TIP 1:MEASUREMENTWork with 3rd party partners from Googles YouTube Measurement Program that can manage all the different ways to measure multiple KPIs.TIP 2:AD FORMATSTest multiple different creative lengths 6-second Bumper ads,as well as 15-second,30-second,and longer-form video ads to find what re
31、sonates with your audience.Surprisingly,longer ads work better on YouTube than any social video platform.TIP 3:TARGETINGDont rely on 100%contextual targeting.Contextual targeting alone limits scale and reach among relevant consumers,instead,utilize a mix of contextual and audience/behavioral tactics
32、 to drive success.TIP 4:ADD-ONSImplement companion banners and CTA extensions for an easy way to drive higher click-through rates.TIP 5:TEST AND LEARNTest different combinations of tactics,formats,strategies,and personas to find the right mix to achieve your KPIs.By breaking campaigns out into discr
33、ete ad groups,you can identify which tactics work best for your brand or client,and shift budget toward whats working.You may be surprised!For example,for a luxury auto clients recent campaign,we found that targeting against books and literature interests performed better than auto interests.5TOP TI
34、PS FOR YOUTUBE FULL-FUNNEL SUCCESSYouTube Media Planning Quick Guide|2021 Pixability,Inc.All rights reserved.9ABOUT PIXABILITYPixability is a technology and data company that empowers the worlds largest brands and their agencies to maximize the value of video advertising on YouTube,YouTube on TV,Ama
35、zon Fire,and Roku.Weve run more YouTube campaigns than anybody,except for Google itself and were known as a leader in YouTube insights.Pixability is also one of of seven companies worldwide that is certified by Google as a leader in brand suitability and contextual targeting and is the only one of t
36、hese also certified in YouTube content insights.To learn more about developing effective YouTube strategies,and to see our video advertising platform in action,contact us wed love to connect further,share our insights,and help you drive actions on YouTube.YOUTUBE MEASUREMENT PROGRAM CERTIFICATIONSAWARDSCONTACT US FOR A DEMOSchedule A Demo|Global Winner:Most Innovative Partner in Video Advertising,2017