Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Cory Henke — YouTube User Behavior Platform Changes

642 Aufrufe

Veröffentlicht am

These slides were presented at the SEMrush webinar "How to Do YouTube Ads (Part II)". Video replay and transcript are available at https://www.semrush.com/webinars/youtube-advertising-how-to-do-part-2/

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Cory Henke — YouTube User Behavior Platform Changes

  1. 1. 1Slide / User Behavior Creative Strategy YouTube Discovery
  2. 2. User Behaviorvariable.media
  3. 3. Scalability In The Past, the goal for brands was scale as attention was guaranteed.
  4. 4. Attention Today, Scale and Targeting is readily available with mobile phones in each of our hands.
  5. 5. 5Slide / The User Experience
  6. 6. 6Slide / Two types of User Behavior: Lean Forward • Platform (Facebook, Instagram, Snapchat) • Short watch time • Higher cost for completion • Works across the entire funnel • Quick reminders & savvy call to actions play well • Competitive & crowded environment
  7. 7. 7Slide / Two types of User Behavior: Lean Back • Lean Back (OTT, YouTube, TV, Netflix) • Longer watch time • More likely to complete a video ad • Less likely to last click convert • Storytelling & emotion- evoking • 100% SOV & Sound (Most Cases) • Long Form, Explanatory, Product Introduction
  8. 8. 8Slide / 1.Hook 2.Engage 3.Illustrate 4.Establish 5.Qualify 6.Re-Hook
  9. 9. Creative Strategyvariable.media
  10. 10. 10Slide / Categories for Creative Attributes (8) • Music • Feel – Action • Feel – Mysterious • Brand Related Music/Audio • Actors • Male Celebrity • Female Children • Men and Women Interacting • Domestic Animals (Pets) YouTube: Introduction - Yours.co https://www.youtube.com/watch?v=RxyEKZhVpkk
  11. 11. 11Slide / Categories for Creative Attributes (8) • Branding • Brand in first 5 seconds • Logo shown – on product • Logo shown – not on product • Story-telling Style • Humor • Suspenseful • Documentary • Testimonial
  12. 12. 12Slide / Categories for Creative Attributes (8) • Creative Devices • Animation • Text Slides • Interaction w/ Viewer • Call To Action • CTA to Search Online • CTA to visit Twitter Hashtag • CTA to visit store • CTA to Instagram profile
  13. 13. 13Slide / Categories for Creative Attributes (8) • Actions • Eating • Crying • Hugging • Travelling • Attention Catching • Shocking noise or music • Unexpected Image • Fast motion • Something never seen before
  14. 14. 14Slide / Storytelling Style – A Google Study
  15. 15. 15Slide / Brand Presence – A Google Study
  16. 16. YouTube Innovationvariable.media
  17. 17. 17Slide / YouTube investing into vertical engagement and ads YouTube Vertical Video Ad YouTube Feed Engagement YouTube Stories
  18. 18. 18Slide / Discovery (YouTube) • What do we know about the feed? • Lean Forward • Form of search (Scrolling through content) • Constant thumb motion waiting for engagement • Mindless behavior • People more willing to scroll than search because of algorithm improvements
  19. 19. 19Slide / Audience Retention
  20. 20. 20Slide / The Unfortunate Part (Current Limitations) • No separation of • Placements • Devices • Exclusions Limited • Platform Separation? Remove unknown in demo. (could limit g-mail)
  21. 21. Thank You! Questions?variable.media @coryhenke

×