Eine Case Study von iCrossing GmbH zur Nutzung von Youtube Promoted Videos am Beispiel von BMW.

1. BMW: Improving Brand Channel
Performance with Promoted Videos
Case Study – YouTube Promoted Videos Campaign
Google Confidential and Proprietary 1

2. Innovation: BMW Promoted Videos Campaign
BMW launched one of the first Automotive Promoted Videos campaigns in Germany
Campaign Summary
From 17.12.2009 to 30.01.2010 BMW
launched a Promoted Videos campaign on
YouTube. Taking advantage of a first mover‘s
position and continuous campaign
optimizations, BMW could ensure millions
of impressions in best ad positions for a
very favourable CPC. During the campaign
the engagement metrics for the BMW Brand
Channel improved considerably, with an uplift
of 45% in new subscribers per day and
+16% video views per day.
Overall Performance
 6 Million Impressions
 Average CTR: 0,45%
 Average CPC: 0,19 €
 Average Ad Position: 1,1
Source: Campaign Reporting Feb 2010 Google Confidential and Proprietary 2

3. The Key to Performance: Campaign Optimization
Continuous optimization increased traffic to BMW’s Videos
Campaign Overview
Clicks
2 weeks after launch: Continuous campaign
Campaign Set Up with First optimization optimization including
relevant keywords including new videos very product specific
1 used for BMW Google 2 and negative keywords 3 keywords and new
Search Campaigns that don‘t reflect brand relevant videos for those
values (e.g. search terms
0,90%
„crash“, „accident“)
0,80%
0,70%
0,60%
0,50%
0,40%
0,30%
0,20%
0,10%
0,00%
Source: Campaign Reporting Feb 2010 Google Confidential and Proprietary 3

4. The right Keywords: Talk to the YouTube Users
A good mix between general and product specific keywords generated a significant
amount of impressions and relevant clicks
Campaign Performance
Clicks
1%
6%
General brand terms and related automotive
YouTube > BMW Brand keywords generated a significant amount of
impressions (80% of total impressions), but
23%
YouTube > BMW Brand + only 30% of all clicks.
Automotive Keywords
YouTube > Automotive
Keywords Product specific keywords generate less
YouTube > BMW Modelle impressions, but due to their relevancy they
70%
have CTRs above the average, accounting
for 70% of all clicks.
Promoted Video Examples
Ads with product specific keywords Ads with general brand terms
1,2 M Imps 4,8 M Imps
1,61% CTR 0,17% CTR
Source: Campaign Reporting Feb 2010 Google Confidential and Proprietary 4

5. Efficient Bidding: Steady Competitive Cost per Click
BMW took advantage of their first mover‘s position, ensuring stable and favourable CPCs
Campaign Overview
CPC Taking advantage of a first mover‘s position
and due to a bid management aligned with
the campaign strategy – prioritizing more
relevant, product specific videos – the
campaign achieved very competitive
CPCs, that remained stable during most of the
campaign duration.
0,25 €
0,20 €
0,15 €
0,10 €
0,05 €
0,00 €
Source: Campaign Reporting Feb 2010 Google Confidential and Proprietary 5

6. A Dynamic Environment: BMW Campaign Effects on YouTube
Brand Channel
Engagement Metrics for BMW Brand Channel increased since Promoted Video Campaign
Week before
YouTube is a dynamic environment where During campaign
campaign start
users engage with the content.
Average New Channel
29 42 +45%
Subscribers/Day
Engagement Metrics such as Channel
Subscribers and Video Views increased Average Video
15,019 17,305 +16%
Views/Day
during the campaign.
User Engagement with the BMW Brand Channel
35.000 80
Promoted Video Views Subscribers 70
30.000 Videos
Campaign
Start 60
25.000
50
Video Views
Subscribers
20.000
40
15.000
30
10.000
20
5.000
10
0 0
Source: Internal Data, Engagement Metrics for BMW Brand Channel from 10-12-2009 (one week prior to campaign start) to 30-01-2010 (campaign end date) Google Confidential and Proprietary 6

7. Thank You!
Google Confidential and Proprietary