Martech Monday | November 26, 2018

Channel Factory is committed to bringing you the most relevant industry updates across the Martech universe.  Find out what you’ve been missing over the past week!

YouTube News

YouTube tries bundling ads together for a better viewing experience

By Trevor Mogg | 11.25.18 | DIGITAL TRENDS

How evolving user patterns drive new ad experiences on YouTube

By Khushbu Rathi | 11.21.18 | GOOGLE ADS BLOG

Advertising Insights

Drive more holiday sales with promotions on Shopping Actions

By Mausam Bhatt | 11.20.18 | GOOGLE ADS BLOG

3 trends that bring holiday video marketing into focus

By Dianna Christe | 11.19.18 | MARKETING DIVE

European publishers expect video, native, and mobile ad formats to grow 26% next year

11.16.18 | NET IMPERATIVE

Martech Monday | November 19, 2018

Channel Factory is committed to bringing you the most relevant industry updates across the Martech universe.  Find out what you’ve been missing over the past week!

Martech Insights

MarTech Effectiveness in 2018

By Jack Loechner | 11.14.18 | MEDIAPOST

YouTube News

YouTube CEO calls EU’s proposed copyright regulation financially impossible

By Julia Alexander | 11.12.18 | THE VERGE

YouTube is now showing ad-supported Hollywood movies

By Garett Sloane | 11.16.18 | AD AGE

Advertising Insights

Use Video ad sequencing to tell stories across screens and ad formats

By Ammar Ibrahim | 11.16.18 | GOOGLE ADS BLOG

Zenith: 65% of digital ads to be programmatic

11.19.18 | ADVANCED TELEVISION

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4 Digital Marketing Trends to Watch in 2019

Today’s post is featuring guest author Sara Carter from Enlightened Digital.

Technology is iterative in nature. For every new invention or insight into the digital world of the future, there are a thousand ideas just below the surface waiting to be uncovered. This past year brought around some exciting cycles of innovation that promise big things for marketing technology (martech) in 2019.

Even with lower levels of spending on martech in 2018 as more brands brought digital marketing in-house, CMOs are still forecast to spend a staggering $122 billion by the year 2022. Ramping up for that growth and capitalizing on the need for companies to remain competitive in an increasingly interconnected web of brands and consumers, technologists are making greater strides in some of the industry’s most sought-after tech.

Virtual and Augmented Reality

Augmented reality is normally viewed through a smartphone or other device and projects a visual overlay onto the real world. Virtual reality, on the other hand, deposits a user in a virtually-constructed scenario or program initiated via a self-contained headset.

Although they’re similar concepts, brands can use the sister technologies to achieve different objectives. Augmented reality is especially helpful for creating an interactive experience that fleshes out a brand’s impact in the real world, such as a virtual tour. Virtual reality, by nature, creates a more wholly immersive experience. This can be leveraged to run a contained program that helps the user suspend reality. This has been most commonly used by brands to enable consumers to test or try their products in a safe, stable environment, imagining the myriad possibilities that would come from a purchasing decision.

Looking to the future, experts predict even more growth in the VR and AR sectors. AR, in particular, is fast becoming a more affordable option for marketers looking to get a foot in the door. With a 32 percent forecasted increase in AR users by 2020, this could be an incredibly lucrative market for brands.

Blockchain

Blockchain is another tech buzzword that’s becoming more widely familiar across industries. A decentralized, encrypted digital ledger, its ability to store records securely and transparently is especially advantageous in the world of marketing.

The technology is currently used to prevent fraud in media buys and advertising partnerships, which is incredibly helpful to larger companies that frequently outsource to third-party vendors. Additionally, blockchain is being used to a smaller degree to curate and share inclusion lists of publishers, as well as to provide avenues for freelancers to distribute content across their network and get paid instantly.

The technology is not without its stumbling blocks. Experts argue that the theoretical nature of blockchain in its current iteration makes it difficult to determine its eventual impact or inherent value in the digital marketing sector. Author and industry leader Alex Tapscott argues that if companies develop compelling applications, they “can make a real impact.”

He also states that blockchain has “already proven itself robust and adaptable in dozens of high-impact use cases.” This adaptability may propel blockchain into mainstream marketing use in 2019 and beyond, changing the way we view data collection, monetization, and advertising standards forever.

AI-Powered Solutions

One tech sector that has definitely moved from theoretical to practical use recently is artificial intelligence (AI). One of the most powerful tools in data analysis and automation, AI empowers marketers through its ability to perform tasks at scale and independent of human intervention. Through its extremely malleable nature, AI has found its way into hundreds of niche applications across dozens of industry sectors.

Technology leader Mark Hurd seconded this flexibility with a prediction for the future. “We see AI as a core feature that will get embedded into virtually every solution, every application,” he stated at a recent keynote.

He went on to say that “the opportunity to turn all of that data, into knowledge that helps you sell more, that helps you save more: AI will affect both.” AI and machine learning-powered solutions are set to become a welcome reprieve for beleaguered marketers in search of a helpful tool to parse data down into actionable insights that deliver competitive value.

Voice Search

The Internet of Things (IoT), or a network of interconnected devices that collect and share information, has helped to bring voice search into focus. Consumers are now searching for and making purchase decisions about more types of devices than ever before. By 2020, experts predict that half of all search queries will be conducted via voice search.

As more consumers use virtual personal assistants, smart home devices and faster 5G connections to make brand connections, marketers will have to work hard to optimize their content to deliver well across voice search queries as well as local search results.

Conclusion

Marketing budgets are largely determined by performance. CMOs and other professionals need to take a good look at the martech landscape to determine which areas of emerging tech hold the most value in terms of measurable outcome for their campaign and brand-specific needs.

Martech Monday | November 13, 2018

Channel Factory is committed to bringing you the most relevant industry updates across the Martech universe.  Find out what you’ve been missing over the past week!

Brand Safety

How long will the brand safety conversation continue?

By Rob Rasko | 11.13.18 | MARKETING LAND

YouTube News

YouTube VR Lands on the Oculus Go

By Lucas Matney | 11.12.18 | TECHCRUNCH

Advertising Insights

Winter is coming: prepare for the holiday app-ortunity

By Sissie Hsiao | 11.8.18 | GOOGLE ADS BLOG

Martech Insights

How Disparate Systems Complicate Martech Strategies

By Ross Benes | 11.6.18 | EMARKETER

CMO Money Moves: Email And The Martech Budget

By Ray Schultz | 11.12.18 | MEDIAPOST

Top Three Predictions for the Future of MarTech in 2020

By Shalaka Nalawade| 11.8.18 | MARTECH ADVISOR

Tell Me More: TV Screen Targeting

Our Tell Me More series is designed to break down ad formats and products into bitesize chunks. There’s a growing universe of strategies and tactics and it’s our goal to make that universe a little more comprehensible.

Today we’ll be diving into a Google Ads’ newly launched TV Screen Targeting!

WHAT IS IT?

The TV screen device type is a way for advertisers to target YouTube users that are watching video content on television screens. TV screens are the newest addition to Google Ads’ selection of targeting device types, joining mobile phones, desktops, and tablets. Setting your campaign’s device type to “TV screen” offers two distinct benefits:

  • Tailor your YouTube ad for TV screens by using a creative that takes advantage of the larger screen real estate.
  • Set device bid adjustments to optimize your ad bidding strategy towards targeting TV screens.

WHO IS IT FOR?

The TV screen device type is for advertisers that want to target the growing number of cord-cutters across the globe. The new device type targets viewers that are watching YouTube on:

  • Streaming devices like Chromecast and Roku
  • Gaming consoles
  • Smart TVs.

Turning on the TV is becoming a popular way to watch YouTube content, and more of YouTube’s 1.9 billion users will adapt as the cord-cutting trend continues to rise.

WHAT ARE THE BENEFITS?

On average, users watch over 180 million hours of YouTube content on television screens every day. This is a huge amount of content that, until now, hasn’t been optimized to take full advantage of the way video is consumed.

With the new device type, your YouTube advertising campaign will be prioritized to succeed on television screens. This is an entirely new way to reach your audience, who are already consuming relative content on TVs and will continue to do so into the future.

HOW DOES IT WORK?

It’s simple!

  1. Create a YouTube ad that resonates with your audience and is designed for a bigger screen.
  2. When in Google Ads, set your device type to “TV screens”.
  3. Your ad is now fully optimized to reach your audience on television screens!

ANYTHING ELSE I NEED TO KNOW?

Yes! While the TV screen device type is a great way to target television viewers, it’s still important to make sure your brand is targeting the right content on TV screens. Channel Factory has been running YouTube advertising campaigns for Fortune 500 brands for over 8 years.

Contact us today to learn more about our services.

Martech Monday | November 5, 2018

Channel Factory is committed to bringing you the most relevant industry updates across the Martech universe.  Find out what you’ve been missing over the past week!

Google Ads Updates

Store visits “New vs. Returning” segmentation now available

10.29.18 | GOOGLE ADS HELP

YouTube Advertising

Trending now on YouTube: Halloween, morning and nighttime routines, and holiday travel planning

By Earnest Pettie | 10.31.18 | THINK WITH GOOGLE

Video advertising’s bright future and what you should be doing now

By Laura Collins | 10.31.18 | MARKETING LAND

YouTube Creators

YouTube’s Push to Counter Toxic Videos With ‘Good’ Creators

By Issie Lapowsky | 10.31.18 | WIRED

YouTube king PewDiePie fends off Bollywood threat – for now

By Mary McDougall | 11.2.18 | CNN BUSINESS

Thanks for reading!  Stay tuned for weekly updates every Monday on all things Martech!

6 Industries that Must Have a YouTube Advertising Strategy

With 1.9 billion monthly users and over 30 million active daily users, YouTube is the second-largest search engine in the world. In 2018, video ad spending will account for 25% of all U.S. digital ad spending, and for good reason. Video ads tend to be incredibly effective, with viewers retaining 95% of a message from video ads, compared to 10% of a message from text ads.

Video ad popularity is trending upwards as it proves to be the present and future of all digital advertising. As the most popular video platform, YouTube is a great place for advertisers to reach their audience and scale their message.

Here at Channel Factory, we have worked with brands across all industries to deliver successful YouTube campaigns by using custom industry-specific targeting segments to boost VR, CTR and brand suitability. We’ve highlighted 6 industries that must have a YouTube advertising strategy.

Arts & Entertainment

Between vlogs, television show highlights, and movie trailers, content in the arts and entertainment category seem to perform exceptionally well. YouTube users tend to head to their favorite channels when they are bored and need to be entertained for an hour or two. The exceptional performance of arts and entertainment content means that related ads will see a boost in VR and get their message to the right audience.

Brands in the arts and entertainment industry have a number of targeting segments to find the right audience that will be engaged and interested in their video ad. Channel Factory campaigns for brands in the arts and entertainment industry saw an average performance of a 43.93% view rate and 0.387% click-through rate.

Consumer Packaged Goods (CPG)

Have you ever wanted to see a review of a certain product, and you immediately went to YouTube? So has a majority of consumers. Product reviews and unboxing videos dominate YouTube, making it a prime advertising spot for CPG brands.

For example, makeup tutorials and fashion vlogs get millions of views on YouTube. Makeup brands should target ads to these channels, or work with influencers to get their own product reviewed. Your brand can also take advantage of different Google ad types and boost CTR to your product page to increase sales.

If you’re a CPG brand with a landing page for your latest product, then look no further than YouTube. Channel Factory campaigns for CPG brands in 2018 had an average performance of 37.60% view rate and a high 1.044% click-through rate.

Health & Fitness

You no longer need to hire a personal trainer when you can get great workouts from professionals on YouTube. Health and fitness enthusiasts use YouTube as a learning tool to see how they can improve their lifestyle. As a video platform, YouTube has an advantage over other publishers online because people want to see exactly how they should execute routines or prepare their next meal. Workout routines, health vlogs, and healthy cooking tutorials are all content types that health and fitness brands should add to their targeting strategy to increase VR.

Health and fitness brands reach their audience on YouTube with Channel Factory, with an average performance in 2018 of 50.51% view rate and 0.239% click-through rate.

Home & Garden

YouTube is full of content for Home & Garden enthusiasts looking to get inspiration for their next project. People go to YouTube to learn DIY projects on a budget, get home design advice from interior decorating vloggers, and learn how to build and maintain their own garden. In fact, how-to video consumption has grown 70% year-over-year. If your brand sells Home & Garden products or services, then YouTube is a great place to boost VR and CTR by reaching an engaged audience that is genuinely interested in learning about new ways to improve their home.

At Channel Factory, we’ve seen our Home & Garden brands successfully reach their audience in 2018 with an average 42.40% view rate and 0.253% click-through rate.

Quick Service Restaurant (QSR)

Brand awareness and recall are valuable for quick service restaurants. Luckily, video advertising on YouTube can lift both metrics. Bumper ads are perfect for boosting awareness, recall and view rate by showing audiences impactful six-second non-skippable ads that reinforce brand messaging.

Google Ads lets QSR brands target consumers by geographic locations on YouTube, meaning that quick service restaurants can run ads promoting specific locations close to where their audience is watching YouTube. This strategy is optimal for brands that have numerous locations around the world, or brands that run unique promotions for specific locations.

Through our campaign data, we’ve created custom targeting segments to target channels and videos that resonate with QSR consumers. Quick service restaurants saw campaign success with Channel Factory in 2018, with an average view rate performance of 42.96% and click-through rate of 0.343%.

Technology & Computing

Technology and computing videos make up a large portion of YouTube content. Consumers will seek out tech reviews to see how a product actually works before making a substantial purchase. Unboxing videos and product reviews always perform well on YouTube. Unbox Therapy, one of the more well-known unboxing channels, has over 13 million subscribers. Brands can take advantage of the sheer popularity of unboxing content and product reviews by targeting ads or working with creators on an influencer marketing campaign.

Consumers also turn to YouTube for educational content that teaches how to use software and new products. More and more people are turning to the video giant to watch tutorials if they want to learn a specific skill. Educational videos like tutorials should also be a part of your targeting strategy, especially if you want to boost CTR to a product page.

Channel Factory campaigns in the technology and computing industry have been successful in 2018, especially for companies with links to a landing page. Technology and computing companies had an average view rate of 39.65%, and an average click-through rate of 0.447%.