Is Broadcast TV still alive?

Television consistently ranks at the top of the list for what influenced a buyer’s purchasing decision, but “television” doesn’t mean what it used to. TV used to mean network (via cable or satellite), but now it’s streaming (Smart TV – online TV). As for “news”, people still rely on local TV for news, but less people are watching. There is still a local play for buying into the local networks (local news), but with limited budget it’s hard to justify.

How do Cable & Satellite Stack up?

According to Pew Research Center, Americans who watch cable or satellite has dropped from 76% in 2015 to 56% in 2021. Only about a third (34%) of Americans 18-29 get TV via cable or satellite. So how you do you target the growing consumer base? You have to follow them.

Find Buyers via Connected TV with OTT (Over-the-Top) Ads

Traditional TV is not algorithm-based and the content is controlled by the network. With OTT (over-the-top) marketing, you can target people using Smart TVs (streaming content on app-based streaming services like Netflix, YouTube, Hulu and more). Connected TV (CTV) is a television that is connected to the internet. OTT is the content being streamed. Cable and satellite are not OTT (unless you buy their programming on desktop or mobile). With OTT, the only requirement is an internet connection. The targeting is more complex –but if you do your audience homework, have a base understanding of algorithms and measure, you’ll be better off than you were five years ago. Now you can reach your audience with less waste (better targeting and better budget control). You’ll find them on several platforms (iOS, Android, Roku, AppleTV, Amazon and FireTV). There has also been a major shift from desktop video watching to mobile. 

  1. Video advertising has grown 145% YOY according to IAB.
  2. Netflix is the largest streaming platform (34%), then YouTube (20%), and Hulu (11%).

Yes, you should include YouTube in your marketing plan. 

There are several affordable offerings for businesses on YouTube. Video marketing is growing faster than it ever has and one of the biggest shifts is on mobile. 

  1. What type of content should you use in your marketing videos?
  2. How do you set up a YouTube campaign?
  3. What types of videos can you run in your video ad campaign?
  4. Who can you target?
  5. How much does it cost?

What type of content should you use in your marketing videos?

Use your videos to connect with people. Use storytelling styles to generate interest and keep people engaged —make them feel something. Emotion makes your brand memorable. (Excite, inspire, humor or develop interest. Be sure to include a CTA at the end (call-to-action)).

  1. Introduce – You should introduce your brand in the first five seconds.
  2. Mention – Mentions are helpful for ad recall (audio and visual brand mentions).
  3. Reinforce – There are various ways to reinforce your brand without going over the top.
  4. Differentiate – Show elements of your business that separate you from the competition. Be sure they know your “why” — why you do what you do. That will help them remember you.

How do you set up a YouTube campaign?

If you don’t have a Google Ads account, set one up. (Click here.) You’ll choose a goal for your campaign: Sales, Leads, Website Traffic, or Product & Brand Consideration, Brand Awareness & Reach. Once you have these selected, you’ll choose video and follow the prompts through setup. 

You need to have a properly formatted video ad for YouTube.

  • .MOV
  • .MPEG4
  • .MP4
  • .AVI
  • .WMV
  • .MPEGPS
  • .FLV
  • 3GPP
  • WebM
  • DNxHR
  • ProRes
  • CineForm
  • HEVC (h265)

Here is a list of the types of ads you can run on YouTube:

  • Skippable in-stream
  • Bumper
  • Non-skippable in-stream 
  • Outstream – Outstream ads are mobile-only ads, so that people can tap to play your video ad or easily scroll past when reading the latest news or shopping for products. In this article, you’ll learn how to set up an outstream campaign.
  • Ad sequence – With video ad sequencing, you can tell your product or brand story by showing people a series of videos in the order that you define. You can use a video ad sequence campaign to build interest, reinforce a message, or create a unifying theme. Learn more here.
  • Non-video ads (You can also run overlays and banners.)

YouTube Video Ad Formats

Video Bidding Strategy

Target tCPM – A way to bid where you set how much on average you’re willing to pay every thousand times your ad is shown (this amount is your target CPM). 

Maximum CPV – Cost-per-view (CPV) bidding is the default way to set the amount you’ll pay for TrueView video ads in Google Ads. With CPV bidding, you’ll pay for video views or interactions (such as clicks on call-to-action overlays, cards, and companion banners). A view is counted when someone watches 30 seconds of your video ad (or the duration if it’s shorter than 30 seconds) or interacts with the ad, whichever comes first.

When will your YouTube ads run? 

See chart above.

Audiences on YouTube

You can target people or content. Here are all the options available:

Targeting People (Audiences)

  • Demographic groups
  • Detailed demographics 
  • Interests:
    • Affinity
    • Custom affinity
    • Life events
    • In-market audiences
    • Custom intent audiences
  • Video remarketing
  • Website and app remarketing
  • Customer match
  • Similar Audiences 

Targeting Content

  • Placements (YouTube channels, YouTube videos, Websites on the GDN, Apps on the GDN)
  • Topics (broad set of websites related to certain topics, prevent content from showing related to specific topics)
  •  – Keywords
  • Devices

Video & YouTube Statistics

  • 70% of the amount of global watch time happens on mobile devices
  • 70% of what people watch are recommendations by YouTube’s algorithm
  • 71% of B2B marketers use video as part of their marketing mix
  • 55% of YouTube users identify as being male
  • 95% of the amount of video watched on YouTube is played with the sound on
  • There are 38 million active YouTube channels
  • Only 9% of businesses have their own YouTube channel
  • 20% of the top 100 YouTube searches are music related
  • YouTube is used in over 100 countries & 80 languages
  • The top 3 countries that use YouTube are th eUS (16.4%), India (9.2%) and Japan (4.8%)
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