Understanding how to shift budget from your traditional media spend to the online world. Insights from Think Google. TV consumption is not evenly spread across the advertisers’ target audience – this can lead to an unequal distribution of campaign exposure and wasted views. The Internet, especially online video, can help to optimize campaign frequency distribution and allow brands to reach the ‘low TV viewers’ Read this slideshare to get a better understanding of how to spend on YouTube. Follow me on Twitter for more presentations on digital media, @KirstyCarrot.

1. Understandinghowto
spendonYouTube

2. SouthAfricanResearch

3. South Africa’s most popular social networks in 2014
93% of major brands use Facebook – platform experienced 25% user growth
58% of major brands use YouTube - platform experienced 53% user growth
79% of major brands use Twitter – platform experienced 20% user growth
Stats credit to:
World Wide Worx and Fuseware
Twitter
YouTube
Facebook
SA brands using the platform
SA growth of the platform

4. AbitofinsightaroundYouTube

5. § YouTube is the second largest search engine in the world, behind Google
§ 72 hours of video are uploaded to YouTube every minute
§ The average internet user is exposed to an average of 32.2 videos in a single month
§ Currently, YouTube advertising is one of the most cost effective ways to drive quality
traffic to your owned platforms

7. SoweknowthatYouTubeisimportant,
nowwhat?

8. Stop thinking of online media as something that is free.
You need to remember what your content is competing with. Grumpy cat,
wrecking balls and even Julius Malema at times.
So we need to get over this formula...
First step:

11. And go back to the media basics we’ve known for years...

12. Butwhatistherightbudgetshiftfrom
televisiontoYouTube?

13. According to *
§ TV consumption is not evenly spread across
the advertisers’ target audience – this can
lead to an unequal distribution of campaign
exposure and wasted views.
§ The Internet, especially online video, can help
to optimize campaign frequency distribution
and allow brands to reach the ‘low TV viewers’
Low
TV
viewers
Medium
TV
viewers
High
TV
viewers
0
50
100
150
200
250
Average
TV
viewing
-me
per
day
221
minutes
70
minutes
17
minutes

14. Not
exposed
Low
Frequency
Medium
Frequency
High
Frequency
0
50
100
150
OTS
OTS
‘wastage’
§ The recommended shift varies by the size of the TV campaign and the demographic target audience,
but on average, a budget shift of 12% from TV media to YouTube media optimises net reach
§ Net reach is optimised by re-allocating budget of ‘wasted’ Opportunities To See (()TS) to the lower
percentage of ‘Not exposed’ and ‘Low TV viewers’
According to *

15. The larger the TV campaign, the larger the wastage &
therefore the recommended shift from TV to YouTube

16. Ensuringyourvideocontentgetsseenonline
isnotanoptionanymore.

17. The online world has turned the traditional marketing model on its head.

18. YouTube marketing offers you:
Better targeting
You can target people already
watching similar content. You can even
narrow that down by gender and age.
The option to remarket
YouTube allows brands to take video
marketing one step further buy adding
remarketing to your media plan.
Easier customer acquisition
Video marketing gives you more room to
connect with customers, so when people
do click – they are generally more likely
to convert.

19. Butallofthisdoesnotmeanwecanneglect
theactualcontent.

20. REMARKABLE
content
The ideal YouTube recipe is still:
Seeded to the RIGHT
audience
Achieving RELEVANT
actions

21. Whatpaidmethodsareavailabletoget
yourvideocontentseen?

22. In-search adverts

23. In-sidebar adverts

24. In-stream adverts (pre-rolls)

25. Presented by Kirsty Sharman
Follow me on Twitter:
@KirstyCarrot
Thank You