It’s a visual world and every practice has a story to tell. Google’s Jessie Hochhalter shares insights on video marketing, trends, and advertising on the internet’s second largest search engine (YouTube). - Video marketing trends in the eye care industry - Using YouTube to reach your ideal target audience - Ways consumers are engaging with video; watching, sharing, live feeds - Understanding video advertising; how ads appear in/on your videos - See how other businesses are using video advertising to drive results

1. For Your Viewing Pleasure:
Using YouTube to Get New Patients
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Jessie Hochhalter
Jessie Hochhalter is on the Partner Enablement
team at Google. In her career, she has held roles
ranging from Digital Advertising Operations
Manager to Multimedia Advertising Director.
She has an MBA from California Lutheran
University, a BA in Philosophy from UC Berkeley
and a BS in Business from UC Berkeley’s Haas
School of Business.
She is very passionate about helping businesses
thrive in an ever-changing advertising landscape,
as well as music, fitness and pitbull rescue.
Global Programs Lead,
Partner Enablement

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Reaching More Patients with YouTube
Surefire Local | Google
Jessie Hochhalter

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REACH was once scarce,
and ATTENTION plentiful.
Now, REACH is fragmented,
and ATTENTION scarce.

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reach
attention

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reach
attention 93%1B
SEARCH, MAPS, PLAY

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YouTube increases
favorability, consideration,
and purchase intent.
Search prioritizes qualified
leads generated by
YouTube, and drive them
to the website
YouTube with PPC Connects Brand + Performance

9. BY 2019, 80% OF THE
WORLD’S INTERNET
TRAFFIC WILL BE VIDEO

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HALF
of viewers under
the age of 32
will not subscribe
to a pay TV service.
By 2025,
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intention

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when we’re at our computer;
mainly search
all devices, all the time;
not just search

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Actions speak loudly.

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Who is searching for eye
care?
● 34.4M + purchasers per
year
● 1.5 avg. purchases made
per person in last 12 mo
● 62% women, 38% men
● 52 years old
● $67k Household Income
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Source: The 2015 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service
searching. The 2015 survey was conducted online from Jan to Dec, with participants recruited from an online panel partner. A general
population sample of n=8,014 age 18+ were obtained for 2015, balanced by key demographics to the U.S. Census

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“Vision” Queries on YouTube Search
YOY Growth - June 2016 to May 2017 178% increase YoY

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Skip Ad

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Pre roll is a video that is played before the video the person wants to watch.
There are two types of pre-rolls:
Unskippable
*Length limitation
*Doesn’t add to view count
*No engagement
*Not recommended
Skippable (True View ad)
*Longer formats
*Adds to view count
*Engaging content
*Recommended

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TrueView Ad Formats

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Sources: Ipsos/Google 2012,
and Results for 972 2014-15 US TrV campaigns: search - avg. increase 13%
To win attention and action, let people choose to
watch your ad. 8 out of 10 viewers prefer
TrueView to standard non-skippable ads
● People who choose to watch a video
are 75% more engaged than those who
are forced
● 65% of TrueView campaigns saw a
significant lift in brand-related search
● YouTube is moving to 100% skippable
and 6-second ads
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TrueView is Skippable

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TrueView ads are called TrueView
because the advertiser only pays
if the person does not skip* the ad.
*We’re not talking about the first 5 seconds!

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5 seconds
Non-skippable, free
Up to 29 seconds free
(if the ad is 30s or longer)
In the TrueView cost
per view model, you
only pay when
someone actually
watches or engages
with your ad (similar
to CPC)

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100% OF PEOPLE DID NOT COME
TO YOUTUBE TO WATCH YOUR AD.

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YouTube
(mobile only)
ABC TBSCBSFOXNBC
SOURCE: Nielsen NPower, Nielsen Online @Plan,
comscore Video & Mobile Metrix. March 2016 (A18-49)
CW
65%
53% 51%
57%60%
37%
YouTube
(desktop)
37% 36%
258
365
98
188
305
265444
331
* comscore measurement undervalues video currently as the develop better mobile video tracking implementation.
Food for thought…
Evaluating Nielsen GRP’s

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102B
minutes
10B
Total online video
watch A25-54
YouTube Netflix MicrosoftComcast
NBCUniversal
Hulu
3.8B
Yahoo!
36B
*comScore reporting
6.8B
Facebook
3.8B 1.6B 1.2B
YouTube accounts for
35% of all online
watch time
YouTube is the #1 online platform for video
reaches over 90% of internet
users A25-54

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YouTube Targeting Hits Entire Purchase Funnel
Demographic Targeting
Based on age, gender, parental status, etc.
Affinity Audiences
Reach users based on what they love
In-Market Audiences
Actively researching & intending to
purchase
Keywords
Browsing content relevant
to your keyword list
Remarketing
Re-engage to
drive ROI

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Audible/Viewable Ads Drive More Lift

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75%+
of studies drove
significant ad recall
58%+
of studies drove
brand awareness
21%
avg. relative lift
vs. control
12%
avg. relative lift
vs. control
Brand Lift meta study
YouTube Ads Consistently Drive Lift

29. 95%
93%
Internal
only data

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Viewers DON’T Pay Attention to 55% of TV Ad Time
Think with Google: “Ad Attention Research: Effectiveness Hinges on More Than Just Reach”
https://www.thinkwithgoogle.com/infographics/ad-attention-research-youtube-vs-tv.html

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:30/:15 :06
+
OUR
KEY TO
UNLOCKING
ATTENTION

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only pay
when
someone
actually
watches
built to be
effective
with short
attention
spans
+
OUR
KEY TO
UNLOCKING
ATTENTION

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build it boost & sustain it keep it fresh
▶
▶
▶
▶
!
Having users’ ATTENTION means we can build and
sustain share of mind faster & more efficiently.

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Key Takeaways
● Reach is now plentiful, but attention is scarce
○ Attention → Engagement
○ Engagement → Action
○ Action → Conversions
○ Conversions → $$$
● YouTube has
○ 90% reach and 93% viewability
○ A Cost-Per-View model
● Vision-related searches on YouTube are up 178% YoY

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