Video Advertising - Eva Afschrift

1. VIDEO ADS On where to start and other practicalities Eva Afschrift Online Marketing Consultant eafschrift@reference.be

2. It starts with a good video

3. It starts with a good video

4. The choices you make… key features of a video

5. Key Features Branding Recognizable Short video DIY Content Out of the box Long video Professional video production Video content Video production Define your video’s identity

6. Knowledge is (decision) power KPIs

7. Views ( & Earned views) View rate ( & % watched) CTR impressions => website visits CTR views => website visits Traffic Conversions Conversion rate Cost / conversion Share rate Likes & comments Embed count Quantity Quality

8. the bigger picture OZ media campaign

9. OZ media campaign 3 campaign waves per year TV and radio budget Online budget  Search campaigns  Display banner campaigns  Engagement ads campaigns  Adwords for video campaigns

10. OZ media campaign Campaign goals  Brand awareness => banners & video  Lead generation => search campaign

11. Key Features Branding Recognizable Short video DIY Content Out of the box Long video Professional video production Video content Video production

12. Views ( & Earned views) View rate ( & % watched) CTR impressions => website visits CTR views => website visits Traffic Conversions Conversion rate Cost / conversion Share rate Likes & comments Embed count Quantity Quality

13. This is where we started… video ad opportunities

14. Video Ad Opportunities 1. Adwords for Video 2. Adwords for Video remarketing 3. Engagement Ads 4. Facebook Video Ads

15. Adwords for Video: in-stream

16. Adwords for Video: in-display YouTube search results CTA overlay on YouTube videos YouTube video suggestion

17. Adwords for Video: in-display Google Display Network

18. CPC cost per click CPV cost per view Adwords for Video e.g. OZ in-stream ads € 0,02

19. Adwords for Video

20. Adwords for Video preview

21. Adwords for Video View rate Tip track your campaign in the Video campaigns report in Google Analytics Earned actions

23. Video remarketing Video remarketing list • Target people who watched a video • Include list in Google Display campaign • Material: text ads & banners Regular remarketing list • Target people who visited your website, completed an action • Include list in Adwords for video campaign (on YouTube & GDN) • Material: video ads Works in 2 ways

25. Adwords for Video: remarketing list of all video campaigns Adwords navigation Video remarketing list

27. Adwords for Video: remarketing 1 2 3 4 Regular remarketing list

30. Engagement Ads VIDEO OPTIONS  Hover-to-play  One video lightbox  Three video lightbox

31. Engagement Ads 1 2 3 4 5

32. CPC cost per click CPE cost per engagement Engagement Ads e.g. OZ engagement ads € 0,12 * clicks to website are free clicks!

34. Facebook Video Ads Embedded YouTube video Facebook video How?

35. Facebook Video Ads TIP Don’t forget to track your Facebook campaign via UTM tagging Source facebook.com Medium cpc Campaign oz-mediacampaign Content newsfeed-video-slimme-zet

36. Facebook Video Ads: coming soon www.facebook.com/business/news/New-Ways-for-Marketers-to-Build-Their-Brands-on-Facebook 1. New metrics 2. Add CTA to video ad 3. (Create video remarketing audience) * only via account manager

37. segmenting is key target your audience

38. Adwords for Video • Demographics & region • Interests • Topics • Keywords • Placements Video Remarketing • Video remarketing lists • Regular remarketing lists • Display campaign targeting: keywords, topics, placements • Demographics & region Engagement ads • Display campaign targeting: keywords, topics, placements • Demographics & region • Interests & remarketing Facebook Video Ads • Demographics & region • Interests, behaviours & categories • Connections (fans, friends of fans) • Custom audiences Targeting options

42. to give you an idea… some results

43. Adwords for video Campaign April-May (3 weeks) Views 57K Earned views 59 View rate 31% Traffic 1K CTR website visits/impressions 0,44% CTR website visits/views 1,44%

44. Adwords for video: remarketing Campaign April-May (7 weeks) Views 7,5K Earned views 31 View rate 42% Traffic 193 CTR website visits/impressions 1,04% CTR website visits/views 2,51% Conversion rate 1,55%

45. Engagement ads Campaign April-May (3 weeks) Views 9K View rate 3,34% Traffic 209 CTR website visits/impressions 0,07% CTR website visits/views 2,15% Conversion rate 9,09%

46. Some food for thought… There’s even more!

47. RTB (real-time bidding): pre-roll vtm.be

48. Facebook autoplay video ads COMING! * this feature is only available for premium advertisers http://www.insidefacebook.com/2014/05/20/facebook-announces-international-launch-of-auto-play-video-ads/

49. Branded Vine channels vine.co/nikefootball  Use your Vines in promoted tweets

50. Twitter video promoted tweets COMING: Twitter one-click video promoted tweets * this feature is not yet available for all advertisers http://www.insidefacebook.com/2014/05/20/faceboo k-announces-international-launch-of-auto-play- video-ads/

51. Instagram video ads COMING! * this feature will only be available for premium advertisers www.adweek.com/news/technology/instagram-video-ads-are-coming-soon-157308

52. What you should never forget! Key Takeaways

53. Just remember this Working with video is an option for everyone (even with a smaller budget) When you’re ready to dive in:  Define your campaign goals  Produce a video identity matching your goals  Map your KPIs on your video’s identity  Measure & evaluate Now let’s get started!

54. Thanks! Eva Afschrift Online Marketing Consultant eafschrift@reference.be

Video Advertising - Eva Afschrift

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