Vishal Sharma, vice president of product management at YouTube, said in a blog this morning that YouTube will announce a “video reach campaigns” to greet “Advertising Week,” which will provide brand sellers “one more way, easy to grow along the customer’s journey.”
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If you have summed up 665 words for Sharma information, the following Google excerpt extracted from snippets:
With video reach campaigns, marketers can upload multiple video ads in a single campaign. Google machine learning will provide the most practical combination of YouTube ad formats to help brands reach their large-scale target audience.
So, this ad is more significant than a box of bread, as my mother said. It should also be noted that YouTube highlights the impact of video reach campaigns on major brands such as Ford.
But what are the possible implications for advertising agencies on Madison Avenue, such as those that will send a handful of crazy and crazy women a week of advertising?
Even if I say this myself, this is a good question.
I will take a critical look at the beginning of today’s leading news.
I may not know the details yet, so I will also provide translations for each marketing paragraph in simplified Chinese. Then, I will analyze the meaning of the brand marketer and its real-time advertising agency.
More Natural Ways to Grow on Your Customer Journey with Video
“Consumers move faster, jump from one chain to another, and the frequency of searches is unexpected. The explosive growth of this point of contact means more opportunities and more complexity for marketing specialists. “Sharma said.
“But the fact that today’s customer journey is more complicated does not necessarily mean that your advertising campaign should be carefully planned,” Sharma adds. “New York Advertising Week is sharing new ways to help sellers use the video to communicate more effectively with consumers throughout the purchase process.”
Well, the client’s journey has evolved unexpectedly, which means that our narrative must adapt to the changing situation.
And this forces agents to go beyond the 30 seconds of traditional advertising and explore new narrative structures.
In general, marketers want to take advantage of opportunities while their agents try to avoid pitfalls.
Therefore, if the complexity disappears, it is suitable for marketing specialists, but it can be detrimental to your current agency.
A Simpler Way to Drive Reach
“We are always looking for better ways to help you achieve your marketing goals, whether you want to create brand awareness, change your mindset, or take specific measures. Although many options are impressive, it takes time and effort to mix and adjust these solutions. You can add complexity. Today, we have announced a video reach campaigns, which is a more straightforward and more effective way for marketers to achieve their brand recognition goals through YouTube. “
In fact, since the 1960s, television networks have provided sellers with more straightforward and more effective means to achieve their brand goals. It’s called “lunch of three martinis”.
It explains why digital ad spending in U.S, finally, it exceeded traditional advertising spending until 2019. Besides, according to the latest eMarketer forecast, by 2023, digital media will exceed two-thirds of total media spending.
So, the three-martini lunch is history.
Sharma said: “Now, you don’t have to run a campaign for 6 seconds of great ads, skippable in-stream ads, and non-skip in-stream ads. Instead, you can download multiple video creatives in a single campaign.” From there, Google machine learning will automatically become the most practical combination of these formats to help you reach your audience on a large scale. This will make optimization and more effective campaigns possible and will allow you to devote more time to more strategic priorities to differentiate your business. “
Now, video reach campaigns can free up marketing time and focus on the most strategic priorities that make your brand stand out.
But you’re crazy and institutional women will have to work overtime to understand how this new solution works.
Then they will have to update their digital marketing skills or hire new people who own them. Therefore, they should not expect to return home at six o’clock.
Sharma said in the message:
“Early users like Ford have seen good results in video streaming campaigns. During alpha testing, manufacturers have reduced their marketing campaign costs by more than 20% compared to previous YouTube tests.”
Ford’s American media director Lisa Schoder added:
“Ford uses data technologies and machine learning (such as video streaming events) to create a culture of learning in our media. The positive results of video streaming activities not only save costs, but also maintain efficiency, but also allow people to implement in other battles. Adopt this strategy. “
Now, you don’t need to translate at the same time: “The manufacturer has reduced the cost of its campaigns by more than 20% compared to previous YouTube tests,” which shew in plain English. In all languages, it is clear that this means that video ads are worth it.
Of course, you may want to know what tests Ford used to do on YouTube.
But we should be surprised and surprised that they have not been revealed. Before I became SEO, I was a public relations officer. Therefore, I know how difficult it is for Ford’s legal department to approve Scouter’s offer. So cut it a little.
But wait, there’s more!
In his message, Sharma also announced:
“For brands that want to implement a full channel video strategy, we recommend using TrueView to complete video reach campaigns to encourage any online operation that is critical to your business. Soon, TrueView ads for activities will be extended to YouTube homepage feeds. It is an excellent opportunity for any marketer who wants to generate more valuable conversions. HomeFeed has always been a great place for users to discover the next favorite creator. Now you can take it with your brand. A great place to act. “
Now, TrueView for Action Campaigns allows marketers to reach potential customers and perform conversions by adding a call to action (CTA), title text overlays, and the final screen of video ads.
Many brands have used this video reach campaign subtype to encourage customers to explore new products or services, share their contact information, or take other valuable business steps.
To see the best TrueView for Action 2018 ads in the US UU., See the YouTube TrueView for Action bulletin board. Therefore, my only question for Sharma is: how long will it come?
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Reach Audiences Where They Are Watching
Finally, Sharma must believe in the three rules, a written principle that shows that three events or characters are more satisfying or useful than others.
Because your post contains a third ad.
The vice president of product management on YouTube said:
“In addition to video reach campaigns, we have also integrated the YouTube media mask into our most active area, the TV screen, which has more than 250 million hours of reading per day. It means that marketers will have a unique opportunity to come. There is more and more contact with the content that they see what they like. “
It is my simultaneous translation:
The TV advertising budget was canceled in 2019, including “ The Passage, ” “ Fam, ” “ Kids, It’s OK, ” “ Happy Together, ” “ Murphy Brown, ” “ The Cool Children ”, “ Rel ”. “,” Country “,” Whiskey Knight “,” I feel bad “,” Password “,” Repair “,” Innocent proof “,” Paradise Hotel “,” Abby “,” The enemies of the “Red Line” can now “,” and “The Alec Baldwin Show” is redeployed on YouTube.
“With a beta version available worldwide, marketers can buy YouTube headers on CPM TV screens and customize the audience they want. Just as a desktop and mobile home sources are based on the Like CPM header, it can also serve as a placeholder for the brand to provide the visibility it needs on the most important dates. You can buy it when you buy a multi-screen or single-screen masthead. “
YouTube did not reveal the price of the masthead or the number of people it could reach on the TV screen. But think about it:
- More than 2 billion associated users visit YouTube every month, and watch more than one billion hours of video every day and generate billions of views.
- More than 70% of YouTube’s viewing time comes from mobile devices. Only on mobile devices, YouTube has been in the US. UU. For more than 18-34 years, just like any television network.
Sharma revealed in the message:
“We know that YouTube’s rich audiovisual experience on television screens means that the potential impact on the top channel is more critical than ever. According to a recent Media Science experiment, the recall rate of YouTube ads on TV screens television is ten times greater than before. “% advertise on a linear TV channel. With our preview tool, you can find your work on the TV screen. “
According to the traditional view, Facebook is the main competitor of YouTube. But according to an analysis of the announcements made before today’s advertising week, I think linear television is a competitor that worries the vice president of product management for YouTube.
What is a linear television?
Almost all open television services are considered linear television.
Why does YouTube focus on this?
For the same reason, Willie Sutton would rob the bank: “Because that’s the money.”
Sharma’s information ends with the following call to action:
“By focusing on marketing goals instead of media strategies, we believe we can be more strategic partners to help you grow your business. We hope that these new solutions help you take the initiative and travel the entire customer journey. Indeed.”
Now, I think the responsibility for setting marketing goals and implementing media strategies is clear. Therefore, the strategic partners who spoke with Sharma are also obvious.
The only paradox is that YouTube will share this information with many people responsible for media strategy during the advertising week.
What Does This All Mean for Advertising Agencies?
So, now we have a distinct idea of what video streams mean to brand sellers, like the first Ford users.
But what does the YouTube ad mean to everyone who is currently working on a media strategy for a client on Madison Avenue?
As Sancho Panza said in the 1965 Dale Wasserman music song Man Man of La Mancha: “Do you know that they are talking about stones hung in water cans or water cans in stones, for pitchers? Wicked.”
No, there is no way to prevent your customers from testing video streaming activity.
In times of economic uncertainty, when future economic prospects are unpredictable, the fact that specific commitments will reduce your campaign costs by “more than 20%” and grant “a 10% increase in profits cannot be ignored”.
Add the latest buzzwords, such as “machine learning,” and if you even question the wisdom of tilting the windmill, there is a risk of “professional harmful behavior” or CDM.
So, release the golden button. If you do not quickly master your video reach campaigns, you are likely to lose your clients to another agent who does the same.
Alternatively, you can ask customers to implement their media strategy internally. We don’t want that; can we do that now?
What can you do?
Ok, this is my best advice:
Don’t wait for your Google Ads seller to contact you.
Contact him immediately and ask him if YouTube plans to offer free online training for video campaigns.
If you say “I don’t know if we plan to do this,” tell your sales staff that Google offered a free online course called “Holiday YouTube” in October 2012. (Public: I’m a teacher). Hello, if you have done it once, why are you not willing to do it again?
Then, if your client calls and wants you to start a video ad campaign as soon as possible, you can say: “YouTube doesn’t even have an online training course that uses the best practices announced in the ad. This week, but I have already, I’ve been with them. Contact, I registered the first one.
Have you noticed that Ford’s results come from alpha tests? We can “completely” build a full channel video strategy, but not yet. Therefore, when the video streaming event is ready, we will be prepared to implement it. “
Then, you will have to run like crazy and crazy to keep in touch with your customers 20 minutes in advance.
Well, if the distributor of a brand wants to scale, then the job of their agents is to act as their teacher.
But let me share the final strategic summary:
Without a programmatic advertising platform, you will not be able to implement video streams. For example, if you already have a programmatic purchase, you can “load multiple video ads in a single campaign” and then reposition the six advertising spaces on the first page.
However, if you don’t have real-time deals and data-based creatives yet, you’ll know what they say: “It’s not good that the stone is in the pitcher or that the pitcher is in the stone.”