Find out how reed.co.uk managed to break YouTube click through rates - as presented at iCrossing UK Display Day 2014

1. How we broke YouTube
click-through rates and
5 top tips so you might be able to
do something as good in the
future.
Oliver Hughes – iCrossing
Jamie Bodkin – reed.co.uk
#iXdisplay

2. Established 1995
UK’s First Multi Sector Job Site
First Website Launched by a
Recruitment Agency
#iXdisplay

3. 240 members of staff
Monthly Visits: 14M
Monthly Regs: 200K #iXdisplay

4. 200,000 jobs
13,000 recruiters
ASOS, Emirates, Deloitte, Sky,
Barclays, Diageo, EE, Santander…
#iXdisplay

5. UK’s # 1 Job Site,
More Share,
More Awareness
iCrossing since
Summer 2012
#iXdisplay

7. Oh, yeah, we also
Love Mondays…
And we want the UK
to Love Mondays too.
#iXdisplay

8. Digital Performance Channels Rule The Roost
Search, Remarketing, Aggregators, Email…
#iXdisplay

9. Outdoor Built
Brand.
Digital Supported.

10. January 2012 – TV #iXdisplay

11. #iXdisplay

12. Huge Audience
43.7 43
38.6
30
23.1 22.6 22.3 21.6 21.2
27.4
1.8 1.3 0.5
ITV 4 Five ITV 2 More 4 ITV 4 ITV 3 Dave E4 YouTube 4OD ITV Player Sky Go

13. -
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
6-14 15-24 25-34 35-44 45-54 55+
Huge Audience

14. #iXdisplay

15. Testing The Water
Ran 30 second ad
Supported September 2012 TV Campaign
1.06% CTR
£0.60 CPC
Not bad. A little unsatisfactory
Google HQ Video Workshops
Team left us one clear piece of advice…

16. TIP #1
Build For The Platform.
#iXdisplay

17. #iXdisplay

19. #iXdisplay

20. #iXdisplay

21. #iXdisplay

22. What Do People Look At On
#iXdisplay

23. #iXdisplay

24. ‘Wang’.

25. And. It Worked.
CPC £0.12 (AdWords CPC: £0.25)
844,565 clicks
11,662 registrations
Increased Market Share 0.7%
Increased awareness 20.8%
3.6% CTR
#iXdisplay

26. And. It Worked.
CPC £0.12 (AdWords CPC: £0.25)
844,565 clicks
11,662 registrations
Increased Market Share 0.7%
Increased awareness 20.8%
#iXdisplay

28. So, What Did We Learn?
It needn’t cost the earth
Plan early. Really early
Relevant creative is key
And…

29. TIP #2
Integrate Agencies.
#iXdisplay

30. EnfranchiseALL
‘MultiChannel’Thinking
Workshops
RegularCalls&Comms
StrategyDays
Letthemgetonwithit…

31. TIP #3
Data Underpins Creative.
#iXdisplay

32. #iXdisplay

33. #iXdisplay

35. QualitativeQuantitive
#iXdisplay

36. Celebrity
Gossip
Sports
Gaming
Fashion
Cooking
Health&
Fitness
Cars
Music
Travel
parenting
What Do ?Users Like

38. And, What?
Extra targeting impacts cost, but…
Still competitive
Data showed we were speaking
to relevant niches.

39. TIP #4
ThinkChannelAgnostic.
#iXdisplay

40. #iXdisplay

41. #iXdisplay

42. #iXdisplay

43. TIP #5
BeBrave,Don’tRest.
#iXdisplay

44. Selling in can take time
Be brave, take some risks
Consider clever ways to save costs
Understand not everything will work
#iXdisplay

45. What's Next For Us?
Started planning for Jan 2015
Multi Channel / Multi Device Approach
Try, test and learn some more
700% Budget Increase Over Two Years
#iXdisplay

46. TIP #1
Build For The Platform.
#iXdisplay

47. TIP #2
Integrate Agencies.
#iXdisplay

48. TIP #3
Data Underpins Creative.
#iXdisplay

49. TIP #4
ThinkChannelAgnostic.
#iXdisplay

50. TIP #5
BeBrave,Don’tRest.
#iXdisplay

51. #iXdisplay
Thank You