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YouTube Look Back: Video Ads For All in 2020



According to 2019’s State of PPC, 46% of marketers said they would spend more on YouTube ads within the next year. In 2018, that number was 38%. From that, we can assume that advertisers find YouTube to be either:

  1. More measurable in terms of their KPI’s
  2. More accessible in terms of ad creative
  3. Neither more measurable or accessible, but they just “have to be there” because it’s the second-largest search platform, after Google.

I think there are some advertisers in each of those segments, but I would argue that in 2019, YouTube made the most strides on the creative front.

It has been a YEAR for the YouTube team. YouTube is breaking down barriers to entry for the common advertiser. (I don’t mean common in a negative way. I’m simply referring to those of us that don’t have massive creative teams and huge budgets at our disposal. Think…non-Fortune 500 companies. Or, every small and medium-sized business in America.)

Historically, we have felt limited by our creative assets or lack thereof. We either had videos that were too long and not enough manpower on the creative team to continually edit a revolving door of video ads or we didn’t have access to video ads at all.

Now, granted, some advertisers had videos and creative teams but ultimately weren’t sure how to measure the effectiveness of YouTube on their KPI’s. I won’t focus on performance or measurement too much here, as that could be the topic of another 10 blog posts.

As I said, this year has been the year of YouTube innovations and updates. I’m here to share the 3 that I believe are changing the game, on the creative asset front. These updates make it easier for brands with average marketing budgets to get their ads on YouTube and get quality brand reach.

See also  Top 4 Reasons Hanapin Loves YouTube Ads for SaaS Companies

NOTE: I’m not listing TrueView for Action ads because

  1. They were released in 2018 and my list is specific to 2019. However, they came out of beta in 2019, so admittedly they are still pretty new.
  2. For brands with CPA’s above $10-$15, the minimum recommended test budget begins to exceed $5,000/month. In my experience, that’s more than most small-to-medium-sized businesses are comfortable investing in a month-long test. In my opinion, this ad type is exciting but still lacking accessibility due to these budget minimums.

1. Bumper Machine

Bumper Machine allows advertisers to quickly edit their longer videos into variations of six-second videos. Machine learning powers the bumper machine, which makes it so quick! That being said,  definitely review your bumper ads and edit them before saving because machine learning is not perfect.

Airbnb Bumper Ad

2. Discovery Ads

Discovery ads allow advertisers with NO video assets to begin advertising on YouTube, without launching smart shopping, smart display, or responsive display ads. Lack of video assets has been one of the largest barriers to entry for small and medium-sized businesses since YouTube ads began, so this update is impactful. However,  it’s still in beta.

Fabletics Discovery Ad

3. 15-Second Non-Skippable Video Ads

In January, YouTube expanded access to advertisers running auction campaigns. Before, only advertisers buying via YouTube reservation could access 15-second non-skippable ads. This update broadens the ad type mix for the common advertiser.

Hero Conf 15-second non-skippable video ad

There are surely more updates to come in 2020. My personal opinion is that TrueView for Action has lots of potential, but it’s not an easy point-of-entry for advertisers who want to test YouTube with lower budgets. I imagine the YouTube team will continue to advance that ad type to the point where it doesn’t need as high of a budget to drive results for businesses. On top of that, I think we can expect Discovery Ads to come out of beta in 2020.

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Aside from those simple predictions, it’s hard to know what’s next! But I can’t see Google allowing the momentum to die…

Want to dive deeper into YouTube? Here are some additional resources that may help:

How To Start A TrueView YouTube Ad Campaign – a free 10-minute course via Hero Academy. You just need to create a free Hero Academy account to get started.

Boosting YouTube ROI with Key Metrics and Creative Strategy – On-Demand Webinar featuring experts from Variable Media, Shakr, and Hanapin.

Video is Not Hard: Fearlessly Feed Your Funnel with YouTube Ads– On-Demand Webinar featuring experts from Google, Variable Media, and Hanapin.


Snapchat launches augmented reality tool Shopping Lenses



Snapchat launches augmented reality tool Shopping Lenses

Today, Snapchat announced it is launching a catalog-powered tool, Shopping Lenses, adding to the augmented reality experience that is already used by social commerce shoppers more than 6 billion times per day on the social platform.

Augmented reality is changing the way we shop, play, and learn, and transforming how businesses tell their stories and sell their products,” said Jeremi Gorman, Chief Business Officer for Snap Inc. “Starting today, our revamped AR Shopping Lenses will mean a more engaging experience for our Snapchat community, and enable a faster, easier way to build Lenses for businesses

Upgraded AR experience. Shopping Lenses provides product information and SKU-specific purchase capabilities. Prices and color details are dynamically updated in real-time, allowing users to make purchases on items and styles that are in-stock and ready to ship.

Cutting down on the clicks that it takes for a user to track down and buy a product that they like when they see it on social, Shopping Lenses allows a shopper to purchase an item with one tap on the Lens Product Card triggered by the experience.

Read more: 2022 Predictions: E-commerce everywhere

Results for brands. Real-time updates for the customer experience also mean real-time analytics for marketers. Brands gain insights and intent data when a product is being tried on virtually in Shopping Lenses.

Shopping Lenses with Product Card. Image: Snap Inc.

These signals can help businesses optimize their Snapchat presence and increase sales by reaching the right customers. It can also help product development by showing brands what products and features are taking off on Snap.

Beta partners for Shopping Lenses include Ulta Beauty and MAC Cosmetics. Ulta Beauty saw $6 million in incremental purchases on Snapchat using the catalog-powered Shopping Lenses, with over 30 million product try-ons in a two-week period. MAC Cosmetics saw 2.4-times higher lift in brand awareness, and 9 times higher lift in purchase intent.

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Why we care. Social media platforms are adding features to remove friction and enable interested users to purchase products in a seamless way, which improves experience for customers with high intent.

Stepping back a bit, we can also see how AR and other 3D imaging technologies are becoming must-haves for marketers in specific industries, including beauty, fashion and retail more generally. 

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Getting Your First 1000 YouTube Subscribers



Getting Your First 1000 YouTube Subscribers

Video is the future (and the right now) of marketing, and it’s never been easier to start your own YouTube channel.

In today’s episode, host Mark de Grasse sits down with Sean Cannell, founder of Think Media and author of YouTube Secrets, the #1 YouTube strategy book in the world, whose killer channels boast over 2.5 million subscribers. Video is the most consumed content online, yet marketers resist creating it. You’ve got to get over it, or your business won’t survive, Sean warns. Don’t be afraid to suck at first. Plant seeds that you’ll reap months, even years, down the road. “YouTube is like a fine wine,” Sean says. “It gets better with age.” And, unlike on other platforms, your content lasts forever.

Listen in for some tips from the world’s leading YouTube expert on how to get started, what to post, and how to get subscribers fast. 

Listen Now


  • Tips for understanding your audience’s problems and ambitions  
  • Why the acronyms ASQ, RSP, TSS are the key to success on YouTube
  • Sean’s favorite YouTube strategy (and why it works so well)
  • How to get 1000 YouTube subscribers in just 10 days



Thanks so much for joining us this week. Want to subscribe to The DigitalMarketer Podcast? Have some feedback you’d like to share? Connect with us on Apple Podcasts and leave us a review!

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What Video Marketers Should Know in 2022, According to Wyzowl Research



What Video Marketers Should Know in 2022, According to Wyzowl Research

It’s well established that video has been one of the breakout trends in the marketing world for the past decade.


See also  Top 4 Reasons Hanapin Loves YouTube Ads for SaaS Companies
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