MARKETING
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:
- More measurable in terms of their KPI’s
- More accessible in terms of ad creative
- 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.
NOTE: I’m not listing TrueView for Action ads because
- 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.
- 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.
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.
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.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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