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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.

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%.

YouTube Trends: Gaming

Video game content has always been popular on YouTube. From “Let’s Play” gameplay series to E3 presentations to live streaming, there are plenty of ways gaming content is presented.

The looming surge of competitive gaming in esports will only help legitimize the gaming world through valuable exposure, creating an even greater demand for gaming content. Let’s take a look at how gaming content on YouTube will trend heading into the coming years.

Rise of Gaming on YouTube

Gaming is already a profitable industry, and it will only continue to grow. According to BestTheNews, the video games market is expected to be worth over $90 billion USD by 2020, up from $78.61 billion in 2017.

The large following that supports the video game industry is heading to YouTube to continue their love of gaming beyond turning on their console. YouTube has the most share of gaming video content viewers, taking up 44% of gaming video content viewers in 2017. There were over 20 million how-to gaming videos in 2017, and more than 40 million hours of gaming unboxing videos watched in 2016.

The stats continue to support YouTube as the go-to community for gamers:

  • 2 of the top 5 most subscribed YouTube channels are gaming related
  • 56% of gamers say YouTube is where they connect with their gaming community
  • 74% of YouTube gamers watch YouTube videos to get better at games
  • YouTube had an estimated 653 million viewers of content related to gaming videos.

YouTube has already established itself as a premier platform for gaming content, and the industry is just starting to gain traction in the mainstream.

Future of esports

The most exciting aspect of gaming’s upwards trend is the budding potential of esports. Professional gaming is just starting to gain global exposure with influential investors, television deals, and team sponsorships. Activision Blizzard signed a multi-year deal with Walt Disney in July to broadcast Overwatch League tournaments across their multiple networks, including ESPN, Disney XD, and ABC.

The heavy investment in esports will drive the industry’s revenue in the coming years:

  • esports market revenue is estimated to reach $1.65 billion USD in 2021.
  • In 2018, the number of esports enthusiasts is expected to reach 165 million.

So what does all this mean for YouTube advertising? First, YouTube is already a go-to platform for esports content and professional gamer personalities. Don’t be surprised if YouTube starts inking deals to live stream tournaments. In fact, YouTube signed a deal with Faceit last year to stream their tournaments.

Gaming content is watched by a wide audience that spans all genders and age. The rise of esports will only be beneficial for reaching your audience on YouTube.

YouTube Advertising

As the broadcast exposure increases with gaming and esports, so will the demand for advertising. Advertising currently accounts for the second-biggest revenue stream for esports at $174 million.

With how-to videos, gameplay for new games, professional gaming tournaments, YouTube gaming personalities and more, the market for YouTube gaming content has never been better.

Not only is YouTube full of great content to reach your audience, but viewers openly welcome advertising. A survey published by GMR found that 43% of esports viewers appreciate when brands reach out to the gaming world. Another 42% from the same survey appreciate brand marketing through gaming channels.

Gaming content on YouTube is more than entertainment. YouTube has always been a community for gamers to share their passion with others. When gaming influencers start getting advertising opportunities, their viewers are appreciative that a member of their community is finding success.

Anything Else?

Yes! You don’t have to be a video game brand to target your YouTube advertising to gaming channels. Many companies trying to reach a younger audience use gaming channels in their targeting strategy.

In fact, one of Channel Factory’s custom inclusion lists targeting gaming channels garnered a high view rate performance. For more info on how you can successfully targeting gaming channels on YouTube, contact us today!

Tell Me More: Display Ads

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.

We’re going to take a look at one of YouTube’s most popular advertising format, Display Ads

WHAT IS IT?

A display ad is a 300×250 or 300×60 image or animated advertisement that appears to the right of the video player. The ad will be placed right above YouTube’s recommended video sidebar feature, making it right in the viewer’s line of sight as they watch the video or when they are looking for the next video to watch.

Display ads are in prime YouTube real estate, as your ad will be seen without intruding upon the user’s viewing experience. You can also pair a display ad with your video ad to drive your brand’s message home and increase conversions.

WHO IS IT FOR?

Display ads are useful for any brand looking to extend their reach on YouTube, but they’re best for brands that are looking to achieve the following:

  • Increase Website Visits: Display ads are visible to all YouTube viewers. Take advantage of this space by linking to a landing page. Make sure you write a strong, personalized call-to-action that will entice viewers to check out your brand.
  • Boost Awareness: Since your ad appears right next to the video player, it will be seen by all. Even if you don’t have a landing page to link to, your ad will still garner high impressions due to its placement on the page. If you’re looking to increase brand awareness and recall, then display ads are perfect for your brand.
  • Target Desktop Users: Display ads only display on desktops, so you’re out of luck if you’re trying to target mobile users. However, many users still watch YouTube on desktop devices, especially if they are engaging with long-form content.

WHAT ARE THE BENEFITS?

Display ads have some precise benefits for advertisers:

  • Drive Conversions: A catchy call-to-action and eye-popping design is enough to attract the attention of YouTube desktop users as they engage with the platform. Display ads are great for getting clicks to your website and drive conversions.
  • High Impressions: Display ads are placed right where viewers are looking, so impressions will be high. A strong targeting strategy will ensure your display ad is running on relative content watched by your audience, turning impressions into actionable results.
  • Pair With Other Ad Types: Use display ads to complement your video ads. Your display ad will remain on the page after your video ad plays, reinforcing your message and brand to viewers. You can even use the video ad as an introduction, and then pair it with a display ad to generate clicks to your website to learn more. There’s plenty of room for creativity with display ads!

HOW DOES IT WORK?

Launching a display ad campaign is simple! First, create an ad with the following requirements:

  • 300×250 in size (or 300×60 for YouTube Reserve companions)
  • PNG, JPG, GIF, or HTML5 format
  • If you create an animated ad, it must be no longer than 30 seconds long

And that’s it! Now that you have your display ad ready to go, you’re only a few clicks away from launching your campaign.

ANYTHING ELSE I NEED TO KNOW?

Yes! Display ads are powerful for driving clicks and getting eyes on your brand. However, you don’t want to waste impressions by running on content that is unrelated to your company.

Here at Channel Factory, we have over 8 years of YouTube advertising experience, with expertise in content targeting, brand suitability and high performance on brand KPIs. If you’d like to learn more, contact us today!