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@CarnegieComm | #CarnegieConf
Agenda
1. Why YouTube? 1. Education Sector
2. Best Practices
1. Case Studies
@CarnegieComm | #CarnegieConf
Increase awareness amongst your key audience
Ensure your university is within the consideration set
Drive action and improve ROI
Reengage those who have demonstrated interest
Awareness
Consideration
Conversion
Loyalty
YouTube helps you to achieve your marketing objectives By adding value to all stages of the conversion funnel
@CarnegieComm | #CarnegieConf
Reach
the right people at scale
Impact
people’s decisions and
actions
Results
you can measure and
optimize
YouTube helps your brand move people in the moments that matter
@CarnegieComm | #CarnegieConf
Reach
the right people at scale
Impact
people’s decisions and
actions
Results
you can measure and
optimize
YouTube helps your brand move people in the moments that matter
@CarnegieComm | #CarnegieConf
YouTube U.S. Stats
#1 Online video site1
70% Reach among total US web population3
#4 Largest site2
67% Of researchers who use video do so to understand specific features of a school
Video streams happen on YouTube1 7/10 1 - Nielsen VideoCensus, January 2013
2 - Nielsen NetView, February 2013
3 - comScore VideoMetrix, March 2013
@CarnegieComm | #CarnegieConf
[insert clickable video here]
https://youtu.be/M7FIvfx5J10 (Volvo Epic Splits)
@CarnegieComm | #CarnegieConf
….They begin with an open mind
90% Of researchers are undecided about which school they want to attend
@CarnegieComm | #CarnegieConf
1 in 4 Researchers in the EDU space
use the web as their sole
source for research
@CarnegieComm | #CarnegieConf
Demand is slipping through the cracks… 98% of Education search queries end without a conversion
99% of your audience is reachable on YouTube
43% of your audience prefers to watch online video on YouTube
Reach more of your audience on content and devices they love
Reach source: comScore MediaMetrix, Sept 2015 Favorability source: Google Consumer Survey poll, Nov 2015
Proprietary + Confidential
@CarnegieComm | #CarnegieConf
Reach
the right people at scale
Impact
people’s decisions and
actions
Results
you can measure and
optimize
YouTube helps your brand move people in the moments that matter
@CarnegieComm | #CarnegieConf
...through a Variety of AD formats
Trueview Instream Trueview InDisplay Trueview InSearch
@CarnegieComm | #CarnegieConf
Audience Targeting
Reach your exact target audience based on the right signals.
Demographic Targeting
● Pinpoint users based on age and
gender
Geo Targeting
● Reach users based on Country,
state, city or Zip Code
Language
● Target by the language settings of
their browser or YouTube account
@CarnegieComm | #CarnegieConf
Affinity & In-Market Targeting
Affinity Category: People whose past viewing behavior indicates interest in a particular category of content In-Market: Shoppers whose visits to other websites indicate they’re in the market for particular goods or services, Reach those who are actively researching and intend to buy
● In-Market For Education
@CarnegieComm | #CarnegieConf
Remarketing through YouTube
Users who did not skip your ad
Find them across YouTube & the Google Display Network
Deliver a follow-up ad tailored to that group
@CarnegieComm | #CarnegieConf
Customers choose relevant ads
Advertisers pay only for engaged views
Good creative is rewarded
Only pay when a user chooses to watch your ad
@CarnegieComm | #CarnegieConf
Viewer choice is a game changer
People who choose to
watch a video ad are
75% more engaged than those who are forced to watch
@CarnegieComm | #CarnegieConf
Call-to-Action Overlays
Desktop Mobile
Drive Direct Response with Your Video
Add a call to action overlay to drive website clicks on your YouTube ads
@CarnegieComm | #CarnegieConf
TrueView Companion Banners help drive clicks
Customize a companion banner with a strong CTA
Stays next to the content even when the ad is done playing
@CarnegieComm | #CarnegieConf
Increase awareness amongst your key audience Masthead, Channel, TrueView
Ensure your university is within the consideration set TrueView
Drive action and improve ROI CTA overlay, Companion Banner, Remarketing
Reengage those who have demonstrated interest Subscribers, shares, likes
Awareness
Consideration
Conversion
Loyalty
YouTube helps you to achieve your marketing objectives By adding value to all stages of the conversion funnel
@CarnegieComm | #CarnegieConf
Reach
the right people at scale
Impact
people’s decisions and
actions
Results
you can measure and
optimize
YouTube helps your brand move people in the moments that matter
@CarnegieComm | #CarnegieConf
Case Study: University of Phoenix
Goal: Increase Engagement and Site Traffic How: Establish a mix of upper- and mid-funnel video creative for the campaign ● YouTube In Display (Awareness) ● YouTube In Stream (Consideration and
Engagement) Results: ● 27M Impressions delivered ● 80K Site Visits to Phoenix.edu ● Engagement Rates doubled ● Pageviews increased 38%
@CarnegieComm | #CarnegieConf
Goal: Increase Engagement and brand awareness How: Desktop and Mobile Trueview Investment of ~400K Results: ● Ad Awareness: +23% ● Brand Awareness: +16%
○ 9M views (60% desktop, 40% Mobile)
○ 400K clicks on Video Ad ○ $0.06 CPV for Desktops ○ $0.04 CPV for Mobile
Case Study: Ashford University
Case Study
@CarnegieComm | #CarnegieConf
Key Takeaways
1. Through advanced targeting capabilities, YouTube helps you reach and influence prospective students
1. Video plays a key role in students’ decision path
1. CTA Overlays and Companion Banners help drive
direct response 1. Re-engage your interested students through
Remarketing
@CarnegieComm | #CarnegieConf
https://youtu.be/FlCVE0OG-tI (BIC - interactive, CTA)
[insert viewable YT slide here]