Social Media Revolution 4 – Infographic Video 2012

Erik Qualman releases an annual video packed with stats and figures that he gathers for his writing. From the latest Social Media Revolution 4 video, some takeaways were:

  • 20% of Google searches are new (not searched for before), every day.
  • Social Media is the number 1 activity on the web, yet Twitter, Facebook, Youtube and Google are not welcome in China.
  • The Ford Explorer launch on Facebook generated more traffic than a Super Bowl ad.
  • A new member joins LinkedIn every 2 seconds.
  • 72 hours of video are uploaded to YouTube, every minute.
  • 97% of Pinterest fans are woman.
  • Babies are being named, Facebook, Twitter, Hashtag  << that’s just nuts! or revolutionary?
  • 53% of people on twitter recommend products in their tweets.

“The ROI of social media is that your business will exist in 5 years”. That statement sparking any opinions yet? If you have a Facebook page or YouTube channel and want to amplify your content, expand reach, grow subscribers, increase Views or Likes, give us a shout or learn more about PPC.

YouTube TrueView Ads [Study]

YouTube TrueView video ads offer a pricing model that is based on user engagement, only paying for interested viewers. This creates a win-win scenario for both advertiser and YouTube user. Impressions are free, just the same as a Pay Per Click model, advertisers are only charged when a users selects to watch a video ad, or watches the pre roll ad for more than 30 seconds or to the end of the video, whichever comes first. Guarantee that your budget is spent on an interested audience.

Google recently announced that TrueView ads are now available on mobile devices, but why is this significant? Lets take a quick look at some mobile YouTube stats from last year: more than 20% of global YouTube views came from mobile devices, YouTube is available on over 350 million mobile devices and roughly 3 hours of video was uploaded to YouTube per minute from a mobile device. The basic notion is that mobile traffic on YouTube was never monetised before and now allows advertisers to further expand campaigns across multiple screens; increasing reach, recall and conversions. AdWords for Video means that advertising campaigns across Google networks can all be managed in one interface, bringing YouTube and Google AdWords advertising together.

Mobile In-Stream TrueView Ad – source

Study: How do people respond to TrueView Ads?

Some of you may know that there are four types of TrueView ads, but if I mention the pre roll ad that plays before your video, you probably know exactly what I am referring to and I’d probably be correct in assuming you hate those ads, yes? Interestingly, a study done by Google in the US with a sample size of 1600+ people shows different:

  • Only 10% of people will always skip these ads.
  • 8/10 viewers prefer TrueView ads to standard in-stream YouTube ads.
  • 8/10 thought the “Skip” button was clear, which means people don’t have to think too hard, they know they can skip.
  • 9/10 viewers thought TrueView ads create a better video viewing environment.
  • Curiosity is the main reason users choose to watch an ad, therefore sparking interest in the first 5 seconds (before they skip) is key to driving viewership.
  • Viewers are likely to skip ads they have seen before, which is good for not wasting ad budget.

Find the above study, here.

Based on these findings and the results we have experienced with TrueView ads, they are certainly NOT hated by all and can be very effective. The same targeting is available on YouTube as with the Google Display Network, remarketing lists can be created from YouTube ads and we’re able to set a frequency cap, which limits the amount of times the same person will see an ad per day. These ads lead to follow-on views which increases overall view counts and keeps people engaged with your brand, or as Google says, “buy one, get one free”. We can also direct interested viewers to a desired landing page from a ‘call to action’ banner that is overlayed within the advertised video, great for direct response campaigns and these clicks are at no extra cost to the video view. So, if you have video content that you’d like to promote, try YouTube TrueView Ads or give us a shout.

TrueView Video Ads Bring AdWords and YouTube Together

In the attempt to get more small and medium AdWords advertisers to try video and to simultaneously expand and improve the targeting options on YouTube and the Google Display Network (GDN), Google video ad formats and targeting options have received a significant update.

The first big change is that most of these video ads will no longer be charged for per click, but per view. A view counts as either a full watch of the video, or, in the case that it is longer than thirty seconds, a view of the first thirty seconds of the video. This will clearly make the video ad formats more lucrative for advertisers, as they will only be charged for potentially interested viewers. Users who skip their ads won’t leave a dent in the advertisers’ marketing budgets. Video ads will now also receive a sort of “quality score” similar to search ads that can, for instance, determine their position on the YouTube search results page along with the bid. This also adds a dimension of ‘engagement’ to the video ad model. Google thinks advertisers will aim for shorter, high quality clips more than ever to assure good scores, which would also be a definite win for the users.

The second big change is that you can manage all this from within AdWords now. You will also get additional metrics (such as view rate, thumb impressions and video impressions) and will be able to search for your YouTube videos from the AdWords interface to easily upload them. First and foremost, however, you will have access to AdWords’ highly sophisticated targeting methods. You can now target users by audiences consisting of interest categories, topics, content keywords or YouTube search keywords, for instance. This should make video advertising much more efficient.

The four ad formats promoted as “TrueView” video ads are as follows:

  • In-search (previously known as promoted videos, showing on the YouTube SERP and targeting YouTube search keywords)
  • In-stream (videos that show within a video – mostly up front, but can also be shown in the middle or at the end – and that can be skipped after five seconds)
  • In-slate (this is a new format where users will be shown a selection of three videos, and can choose the one they want to watch before proceeding to the actual video they came for – this will be more “opt-in” than in-stream ads, as the user is given a choice, however note that with this format the advertiser will already be charged for the click of the video)
  • In-display (these ads can show on YouTube or the GDN – for instance as a promotion on the right hand side of a YouTube video that is currently being watched)

Thinking about getting your advertising YouTube-ready? Remember that rich-media ads are becoming more important and effective than static banners in many cases and that YouTube is in fact the second largest search engine in the world. Two good reasons to give these new formats a try! Visit http://www.youtube.com/advertise/trueview.html for more!