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Марин Агандеров (TalentMedia).pptx
- 2. Powerful Digital Leadership. MARIN AGANDEROV Head of Bulgaria & Balkans at Talent Media
- 4. WHEN WHAT WHERE Content that they can choose from among millions of available videos. Watch when they need information or have time to entertain. They don't like programming. In the place and on the device that provides them with the highest level of user experience. WHY DO PEOPLE WATCH ONLINE VIDEOS
- 5. Powerful Digital Leadership. THEN NOW Reach - Low Engagement - High Reach - High Engagement - Low
- 6. The daily watching time in EU dropped by 20% in the 16- 24 age group in the last 4 years
- 7. Online video in Bulgaria 0. 12.5 25. 37.5 50. 62.5 To relax / escape To be entertained / inspired To stay up to date / on top of trends To learn something new To feel connected / communicate with people To find out something new / progress in a task People in Bulgaria watch video to learn, to relax and to be entertained What motivated people to watch their most recent online video session?
- 8. Online video in Bulgaria 0. 10. 20. 30. 40. First thing in the morning In the morning During lunchtime In the afternoon In the evening It’s important to post video when it is most likely to generate higher viewership At what time did people watch online videos during their last online video session on a weekday?
- 9. Engagement on youtube during the day
- 10. Why YouTube? . Megatrend video Over the past 3 years, the time spent on YT has increased 5x, while TV total viewing time gets shorter. On average 45% of the time spend online, Poles spend on YouTube (Deloitte’s Research). Time, attention & engagement 90% of internauts reach for their smartphone when ads are displayed on TV (Gemius). YouTube is next to Facebook the most popular social media - with a 2x higher engagement rate (LifeTube’s Research). Marketing tool Unlike other social media platforms, YouTube offers the possibility of positioning (SEO) and remarketing in addition to the ability to create engaging content and precise targeting. It is the second (after Google) largest search engine in the world.
- 11. YouTube is now bigger and more important than ever. It is a METATREND. Neither fashion nor fad. 0. 7.5 15. 22.5 30. 37.5 2014 2017 Billions of hours watched per month
- 12. How much percent of YouTube traffic comes from mobile devices? A 35-49% B 50-64% C 65-80%
- 13. 65%
- 14. Powerful Digital Leadership. BUILDING A STRATEGY
- 17. Lorem ipsum HUB (HELP) HERO STRATEGIES As part of brand presence on YouTube, 3 content strategies are possible: 1. HUB 2. HELP 3. HERO
- 18. STRATEGY Hub Remarketing promotion Collection of remarketing lists Dedicated video on the creator's channel SM of the creators Hub+Help Redirecting from the client channels to YouTube TrueView In-Stream Discovery Advertising Redirecting from Serdika SM Hero
- 20. OVERVIEW OF YOUTUBE ADVERTISING FORMATS
- 21. Bumper ads . Creatively challenging 6-second format, non-skippable ads. Thanks to the minimally invasive form, it is well received by the viewers.
- 22. Discovery ad . The format consisting of suggesting a particular video to a specific group of recipients. It is used primarily to build channels - when clicked, the consumer goes to the video card where he can subscribe
- 23. TrueView InStream . Ads that are skippable after 5 seconds, displayed before the video (or during the video). Just like Discovery ads, they are targeted to a specific audience. The contribution of the creator in the advertising content increases the view through rate which directly affects the time of the recipient spent with the brand.
- 24. Strategy YouTube, part of Google's platform ecosystem, offers the ability to create remarketing lists based on the content watched by viewers. This allows the creation of more comprehensive strategies to reach the viewers, connecting stages content marketing and product communication. To use the tool's potential it is necessary to provide the remarketing lists from the channel, where our viewers are located, with the Google Ads account. Possible sources of the lists: • Brand’s own channel • Channels of influencers cooperating with the brand and sharing remarketing lists of their channels YOUTUBE CHANNEL AND REMARKETING LISTS
- 25. Why influencer marketing? TRUST 92% of consumers trust other people's recommendations more than brand messages (The Shelf, AdWeek). RECOMMENDATIONS’ POWER 70% of subscribers claim that YouTube creators change and shape pop culture, and 60% say they made purchasing decisions based on the recommendation of their favorite YouTube star (Under 30 Network, Forbes). EFFICIENCY Influencers achieve 6x better results than other digital tools and 3.5x lower cost of reaching 1 user (see case Play).
- 26. Why Influencer marketing matters to brands 0. 0.7 1.4 2.1 2.8 3.5 Authentic storytelling Consumer reach Better ROI Brands feel plugged into digital Alternative to traditional ads Reach Millennials and Centennials
- 27. BRAND’S CHANNEL INFLUENCERS PROGRAM SUBFORMAT (SPONSORED FORMAT) VIDEO MARKETING 2.0 Time horizon Impact on the brand’s image Raising awareness Possible conversion Required client’s engagement Control over creation Channel’s ownership BRAND CREATORS BRAND/CREATORS BRAND Main source of traffic ORGANIC ORGANIC ORGANIC PAID The key indicator (KPI) WATCHTIME (time spent with a brand) VIEWS + WATCHTIME WATCHTIME (time spent with a brand) VTR (full views/impressions)
- 28. Brand's own channel is the largest project that the brand can take on YouTube. A long-term investment with the largest return. We create "branded content” (that bypass AdBlock and is watch by choice), which we adapt to the expectations of recipients on the platform and gradually gather the engaged community around the topic. It is also a tool which allows the longest content life (compared to the other activities available for the brand on the platform) and their respective positioning (SEO). Once published, content lives (and „works") even for several years. Brand’s channel is the safest form of colaborating with digital influencers.
- 29. Fashion Junkies . Serdika Center branded channel 69 800 subscribers 7,298,008 views 24 dedicated videos per year
- 30. Грим Box . Avon branded channel 29 800 subscribers 4,046,505 views 15 dedicated videos per year
- 31. Storytel Bulgaria . Storytel branded channel 12 700 subscribers 21,341,068 views 12 dedicated videos per year
- 32. Influencer programs are a way for long-term brand communication on YouTube! Most brands that collaborate with creators on YouTube treat it point-wise. It's a mistake! That is why we ensure not only an effective selection of mix of influencers, who reach the target group within their niches, but also we offer creation of a full strategy and the creative idea - an umbrella bonding all activities. Images of the ambassadors can be used in all communication channels (including ATL, BTL or product packages). Thanks to our experience, we are able not only to choose the creators, but also to exact from them the creation of previously set content. Knowledge about the operation of the YouTube algorithm allows us to optimize cooperation in such a way that the new materials published by the creators, support those published earlier.
- 33. HUAWEI x Chris Zahariev
- 34. SAMSUNG x Geri Petkova
- 35. Building your own community, scaling activities and positioning in the YouTube algorithm is a long-term investment. That is why we have created a proposal that cleverly bypasses these barriers. Together with a youtuber, we prepare the concept of a "sub-format" on the channel partnered by the brand. Thanks to that the Influencer has the opportunity to implement their plans, provide valuable content to their viewers, and the brand benefits from the already-built community. This action also affects the attitude of the audience towards the brand - they know that thanks to that cooperation the creator can produce higher quality content. The cooperation format means the regular publication of episodes (as part of the subformat), to which scenarios and the degree of brand exposure are determined together with the client. An additional value is the access to the remarketing list - at the client's request, we can reach our viewers with followup advertising content. Such activities have several times better conversation than standard methods (even a few hundred percent ROI or a few dozen percent increase in sales).
- 36. Over 2000 sold cases with personalised discount codes YouTube dedicated videos with millions of impressions Over 100 dedicated Instagram stories and posts from 30 creators
- 37. Over 1 million reach Over 140K interactions Over 1.7 million impressions Over 2.3K user generated Tik Tok videos Over 7K new Tik Tok followers Silver Effie award
- 39. Advertisement fully adjusted to YouTube. Advertising on YouTube is governed by a lot of different laws than non-skippable formats (such as on TV or on VOD portals). The main challenge is to create a message that will interest the viewer waiting for the start of a chosen video. Contrary to popular opinion, it is not enough to re-make the spot to the principle of "the entire message and brand in the first 5 seconds". The most effective advertisements are the ones where the design of it makes the viewer want to get familiar with it because of the entertainment aspect, while getting information about the products. In order to achieve this in advertising formats, we use the influencer's image. In this way, we generate a double higher View Through Rate (views of ads in relation to the impressions) than in standard creations.
- 40. Powerful Digital Leadership. MY BEST ADVICE
- 43. Powerful Digital Leadership. ALWAYS TAKE THE VIEWER’S PERSPECTIVE