The Blurred Line Between TV and YouTube: what it means for advertisers

As more and more people turn to YouTube for their entertainment, it is getting more and more difficult to track exactly how many viewers a TV program gets. For example, I think everyone has watched – or at least heard about – Saturday Night Live’s skit in which Melissa McCarthy impersonates White House Press Secretary, Sean Spicer. We all know SNL airs on NBC on Saturday nights (duh), but is that when and where you watched it? Or did you watch it on YouTube?

Watching YouTube videos on smart TV with home media sharing technology.

In a recent Think with Google article, Google discussed how more viewers are watching TV programs on YouTube, and even casting what they are watching on YouTube to their televisions. According to their research, adults are 5x more likely to prefer online platforms over cable TV.

In another Think with Google article, they discussed how programs like ‘Carpool Karaoke’ on the Late Late Show with James Corden – despite being a successful TV program – frequently gets more views on YouTube than on TV.

“The blurred lines of video consumption have changed the way success of any TV show should be measured. That’s particularly true for us since we originally air after midnight. We’re in the relevance business. The first thing we do when we come in in the morning is look at how our videos performed on YouTube. Our executive producer, Ben Winston, says, ‘The overnight ratings just tell us who managed to stay awake past midnight. The YouTube numbers tell us which bits flew.’ I couldn’t agree more.

Case in point: Viewership of ‘Carpool Karaoke’ on YouTube regularly eclipses viewership on the show itself.”

So what does this mean for advertisers? It could mean that the money being spent on TV ads (about $72 billion last year) could be better suited for YouTube. This is one reason that YouTube is now rolling out a Web-TV service called YouTube TV. For just $35/month, customers can sign up for a package consisting of about 40 channels. It has also been speculated that YouTube TV will get about 2 minutes of ad time per hour to sell to advertisers.

It also means that Google’s targeting methods can now be utilized in the TV space, and Google can now sell their advertising in the network ad slots that would have typically gone to cable operators. But Google is insistent that they are not trying to take money away from TV, they just want to play in the TV space.

Will you sign up for YouTube TV if it comes to Canada? Will you be willing to spend $35/month? Let us know in the comment section!

Marketing to Generation Xers on YouTube

Woman hands holding an Apple iPhone 4. iPhone 4 displaying "loading video screen" of Youtube application. We all know that millennials are discussed a lot these days, but Google has just released results from their research on Generation X and their behavior on YouTube. As a Gen Xer myself, born between the mid-1960’s and late 1970’s – my generation saw a lot of changes in the way the world communicates. We witnessed the birth of life-changing innovations such as the internet, boomboxes, mobile phones, VCR’s, and DVD players. And yes, the boombox changed my life, as did my beloved Walkman.

YouTube has become something of a time travelling device for this nostalgic generation. I know my hubby and I have, on more than a few occasions, used the power of YouTube to show our children old cartoon clips, commercials and songs and effectively blew their little minds.

According to Pixability, Generation X accounts for over 1.5 billion views everyday on YouTube.  To grasp a better understanding of Gen Xers’ preferences in regards to their YouTube activity, Google conducted a survey-based analysis along with Ipsos Connect and Flamingo. They discovered that Gen Xers’ behavior on YouTube reflects their ability to self-start, their desire to be in the know, and their love of nostalgia.  Continue reading “Marketing to Generation Xers on YouTube”

The Top Super Bowl Ads on YouTube; by the numbers.

Every year, we look forward to Super Bowl commercials; so much so that the price of these ads has been on a steady incline over the last decade, despite less people watching TV. According to Variety, Fox sold 90% of their commercial spots by December. (For those unfamiliar with the NFL schedule, the teams playing in Super Bowl hadn’t been selected by that time). With demand like that, prices are undoubtedly high.

Football with Chip Bowl and TV Remote

For comparison, the average price of a 30 second slot during game 7 of the World Series this past year was just over $500,000. The average price of a similar spot during the 2016 Oscars cost around $2 million. Super Bowl 50 had reports of a 30 second commercial going for $5 million dollars! With prices like that, it’s no surprise that companies enlist advertising agencies with extensive repertoires to try and make the longest lasting ads. Despite ads only living on TV for seconds, they’re uploaded to YouTube nearly simultaneously and receive millions of views. And in more recent years, 90% of new ads are released on YouTube prior to the Super Bowl.

YouTube reports that brands whose ads are among the top 20 Super Bowl Ads on YouTube (2008-2016), reflect a 30% increase in subscribers in February after the release of a new ad. In fact, YouTube says that in 2016, viewers used televisions for YouTube’s services 3 times more than phones or computers.

Even though the Super Bowl is an American pastime, viewers from all over the globe go to YouTube to watch the ads. There has been a 28x growth in Super Bowl viewers from 2008-2016. The top non-American countries that tuned into the Super Bowl are: The United Kingdom, Canada, Russia and Germany.

Below are the top 10 ads from 2008-2016. Thanks to geo-blocking, we weren’t able to get some of the orignal commericals, but you can still see why these ads got the amount of views that they did.

Budweiser Super Bowl XLVIII Commercial “Puppy Love”, 2014 – Anomaly
Clash of Clans: Revenge (Official TV Commercial), 2015 – Barton F. Graf
Volkswagen The Force: Volkswagen Commercial, 2011 – Deutsch
Budweiser Super Bowl Commercial “Lost Dog”, 2015 – Anomaly
Pokémon #Pokemon20: Pokémon Super Bowl Commercial, 2016 – Omelet
Mountain Dew Mtn Dew Kickstart: Puppymonkeybaby, 2016 – BBDO
Duracell: Trust Your Power – NFL’s Derrick Coleman, 2014 – Saatchi & Saatchi
Bud Light Super Bowl XLIX Commercial – Real Life PacMan, 2015 Energy – BBDO
T-Mobile #KimsDataStash | T-Mobile Commercial, 2015 – Publicis
BMW i3 2015 Big Game Commercial – Newfangled Idea, 2015 – KBS

Google’s Canadian YouTube Ads Leaderboard

YouTube Canada

We have been hearing (and speaking) a lot about video lately – and so has Google. If you are thinking about creating your own videos and need some inspiration, Google has recently shared their Top 10 Canadian YouTube Ads Leaderboard for month of September.

And for more information about creating quality videos, check out these 10 YouTube fundamentals!

10 YouTube Fundamentals

Google sign

We were lucky enough to attend Google’s Video Ignite event at the New York Chelsea office. It was a great event packed with a ton of useful content that we would like to share with you!

Video has been gaining popularity for quite some time now; video even had its own section at Think Auto this year, which was a first. Most of us would agree that we would rather ‘watch’ the internet as opposed to ‘reading’ it, but how do you become successful at utilizing video? Karolina Chodkiewicz, Senior Strategic Partner Manager, YouTube Content Partnerships North America with Google was so kind as to share the top 10 fundamentals of YouTube:

  1. Shareability
    Does your video appeal to users in a way that will encourage them to share you video? Having great content is key, and here are a few things to keep in mind when developing a strategy for your video: is it topical, is it valuable, and is it relatable?
  2. Conversation
    Is there an element of your video that speaks directly to your viewers? This could be content added in the main video or as supplementary content. Think of calls to action and video descriptions!
  3. Interactivity
    Are you able to incorporate your viewers into your content? Are you able to spark a conversation in the comments section and get them involved with what you’re doing?
  4. Consistency
    This is probably the hardest fundamental: updating your video content regularly. We all get busy and forget to make time. Having a schedule and specific video format in place will be key. You also want to make sure you’re portraying the right personality and voice in all of your content.
  5. Targeting
    Do you have a clearly defined audience? You can set your targeting at the video level, show level, and even channel level. Targeting your videos will give you more opportunity to speak to different audiences.
  6. Sustainability
    If the audience loves it, can you make more of it? Meaning, if you spend $40,000 on a video that everyone loves, do you have the resources to keep making videos to that level? Can you continue to hire the right crew for your video?
  7. Discoverability
    Will your content be found? Not every video can go viral, but are you choosing topics that are trending or evergreen (like how-to and DIY videos). Go check out google.com/trends to kick-start those creative juices!
  8. Accessibility
    Can every single video be appreciated by a brand new user or do they need to sit there and watch multiple videos to understand what you’re trying to get across? If you want your content to be shareable, you will want to make sure it’s accessible as well.
  9. Collaboration
    Is there a way to feature guest stars? More and more viewers are relating to YouTube Creators as being more like them compared to traditional celebrities. This means that they take their opinion seriously!
  10. Inspiration
    Is the idea for this video coming from a genuine place of passion and does it fit your overall brand? You want to create unique content that aligns with your brand identity and excites your viewers!

Karolina and her team researched the top performing YouTube channels and found that they all incorporated a combination of these 10 fundamentals which were key to building their success. We’re not suggesting that you need to incorporate all 10 of these items in every single video, but keeping 2 – 3 in mind is definitely a good place to start.

If you’re looking to get some videos created and would like some help coming up with a strategy, don’t hesitate to give our team a call!

What’s New With YouTube?

Ashley Hahn, Brand Strategy Lead from Google, gave us a great update and presentation on what’s going on with Canada’s second favorite search engine, YouTube. Couple fun facts about YouTube:

  • 400 minutes of content uploaded to YouTube every minute, that’s more content creation than the big three networks have put together in the past 5 years combined.
  • Canada loves YouTube, 26.6 million monthly users, reaches 84% of the online population in Canada

In my opinion YouTube is still greatly underutilized by Canadian auto dealers.  Although there are a variety of reasons, video production and quality have always been at the top of the list of why dealers aren’t on YouTube.  Well, you’re in luck!  YouTube has just released a new app call YouTube Director.  This is a slick new app designed to help the average dealer or SMB get on YouTube.  

Okay, so maybe you have filmed a video or two, what else?  YouTube is a great medium to help generate awareness, but the power of YouTube’s platform is the targeting.  Ashley provided an example of how we can target the ‘true self’, not just the demographic self of an individual that might be valuable to your business.   

  YouTube - Demographic Self vs True SelfYouTube - Demographic Self vs True SelfYouTube - Demographic Self vs True Self


We know that lots of Canadians go to YouTube and they go to YouTube by choice.  The days of watching what’s on just because it’s on are long gone.  YouTube can help you reach the undecided, not the uninterested, consumer that matters to your business.

How about some good examples from outside the auto vertical!

  • Warby Parker Help – an online eye wear company that answers questions and demo’s products using YouTube.  Video quality is good but not Hollywood good. This has direct application to our industry.
  • Geico Unskippable ad – Ad Age campaign of the year and super funny.  It’s all about context! We all hate when we don’t see that Skip Ad button, so have some fun with it like Geico.
  • Dollar shave club  We have all seen this video, it’s been watched over 23 million times.  The success of this video helped Dollar Shave Club recently get sold to Unilever for $1B.  Not bad
  • First YouTube video uploaded 18 seconds of non-sense, you know, in case you were curious.

Our habits with YouTube and online video in general have changed.  We used to watch it at home, alone, in isolation.  Now we watch videos in public with our friends.  I am watching these YouTube clips on a flight with a colleague.  The times have changed!  YouTube was driven to prominence by millennials, but it is certainly not just for millennials anymore.  Not to mention those same millennials now have cash and purchasing power – probably individuals worth targeting.

It is only going to get worse (or more important depending on how you look at it).  Variety did a survey of American teens that revealed YouTube stars are far more popular than traditional celebrities. That’s right, PewDiePie is cooler than Katy Perry.

 In summary, YouTube: underutilized by Canadian auto dealers + hugely popular with Canadians + great targeting abilities = one massive opportunity for you.

Credible Alternatives to Google Adwords Advertising

Digital Advertising is becoming the new norm – this marketing channel has rapidly developed into a preferred advertising channel and shows no signs of slowing down. Companies love digital marketing because of its ability to be targeted, engaging and easily measurable. You know your outreach is going to people who want your information, you have the ability to reach your audience when they are on-the-go, and the metrics of digital advertising are built right in so you can see how the channel is adding value. Google is definitely the leader of the online advertising realm with millions of Canadians using Google every day to search the web.

 

Continue reading “Credible Alternatives to Google Adwords Advertising”

Testimonials: Are They Still Relevant?

Are your website or marketing campaigns failing to generate business? How do you convince uncertain buyers that your product and services meet their needs and expectations? How do you persuade them that they are right to call on your services and right to trust you?

One of the most effective ways to persuade a potential customer is to show credible testimonials.

Why is this?

How often do you hear the following statements: “I’m not much of a car person”, or “I don’t know much about cars”. Now, put yourself in your customer’s shoes. What do you do when you need to buy a product you don’t know much about?  What is your initial reaction when you are searching for an expensive product or service? According to Google’s Think Auto data, 48% of people consult the internet for vehicle information, and 25% consult their family and friends for this information. This is because prospective clients want to mitigate as much risk as possible. When we are faced with a tremendous amount of vehicles to choose from, we all want to make the “right decision” and avoid making a purchasing mistake.

Loyal customers have a story to tell. Give someone who has already made a similar purchasing decision a chance to tell their story in front of the cameras and showcase what’s great about your dealership.

These testimonies will play a huge role in reassuring customers of their decision making throughout the buying process. That being said, not all customer testimonials are created equal. Unfortunately, many false recommendations circulate on the web, which makes it even more important to make sure your customer testimonials are credible and authentic.

Once you are ready to reap the benefits of a strong video testimonial, get on YouTube! This medium is greatly underutilized by Canadian car dealers. The potential to drive a lot more traffic and inexpensive pay-per-click rates are the two components that make YouTube a great tool for delivering video advertisements.

And guess what? Here at Strathcom Media, our automotive video production team will come right to your  dealership with the proper equipment to produce high-quality videos without disrupting your day-to-day operations. All you need to do is have your vehicles (and any featured customers) detailed, polished, and ready to film. We will edit your videos to your satisfaction, and then optimize them for search engines to help you get the most views possible.

Check out one of our testimonial videos below!

The Voice of YouTube

Unless you’ve been living under a rock, you know that YouTube is a video-sharing website growing in popularity since it was founded in 2005. But do you know just how influential this website is becoming?

In 2014, the University of Southern California conducted a survey among 13-18 year-olds in the United States. The teens were asked to rate the influence English-speaking YouTube stars and “traditional celebrities” had on them. The top 5 places on the list were taken by YouTube stars. In 2015, they conducted the survey again and this time, YouTubers took the top 6 places; they were ranked even higher than some of the most influential celebrities like Bruno Mars and Taylor Swift. Yes, T-Swift.

There is another interesting phenomenon among YouTubers: they all seem to have the same voice. Julie Beck wrote an article about this in December for The Atlantic. The article describes how Julie began noticing certain commonalities between the way YouTubers enunciate and pronounce their words. She lists several examples of YouTubers that speak in this “bouncy” way, including Tyler Oakley, Franchesca Ramsey and Hannah Hart. Julie decided to investigate; she spoke with a linguist named Naomi Baron who not only agreed with her, but also actually explained the components of what she calls the “YouTube voice:”

  1. Overstressed vowels
  • Ehxample
  1. Sneaky extra vowels
  • This example is tericky
  1. Long vowels
  • Exaaample
  1. Long consonants
  • Exammmple
  1. Aspiration
  • Exampuhle

Additional techniques used by YouTubers include changing their speaking pace, moving their head and hands, raising and lowering their eyebrows, and even opening their mouth more.

This is not only an effective way to keep an audience, it’s also a popular way of speaking. Naomi Baron says, “Things become stylish. That happens with language all the time.” Hosts of TV Newscasts and satires, such as Jon Stewart and Stephen Colbert, can also be found speaking this way.

iStock_000009025139_Medium

YouTube did not invent this way of speaking, however. Another linguist named Mark Liberman calls it the “intellectual Used-Car Salesman voice” or the “talking to the audience voice.” The example he gave was of a carnival barker shouting to people passing by to attract them to their carnival booth. Since they had only their voice and their words, they had to make what they were saying as enticing as possible. This principle also applies to YouTubers and salespeople that perhaps have only themselves and a camera, or themselves and a car.

Speaking with this voice is common, whether a person is making a sales presentation, selling a car or talking to a camera. There’s a reason it’s becoming more and more popular: it works. Just ask some of these YouTube stars’ millions of viewers:

Name YouTube Channel # of Subscribers (approximate)
Felix Kjellberg PewDiePie 40 million
Ian Hecox & Anthony Padilla Smosh 22 million
Benny & Rafi Fine Fine Brothers 14 million
Olajide Olatunji KSI 11 million
Lindsay Stirling Lindsay Stirling 7 million

These young stars are also making a lot of money with their YouTube channels; Felix Kjellberg earned about $10 million last year, for example. So what could these videos possibly be about, you ask? Certainly, it is not only their voice and speech mannerisms which earn them this kind of fame, right? Well, Felix’s videos, for example, consist of his commentary on videogames he plays. To see what other famous YouTube celebrities are doing, you will just have to watch for yourself.

The Top 10 Youtube Ads of 2015

Google has spoken and revealed to us its YouTube Ads Leaderboard list, ranking the most-viewed commercials posted in 2015, and really, these ads are must-watches, so let’s check them out together!

Mobile-game developer Supercell reigns supreme, with two spots on the list: Boom Beach and Clash of Clans both place in the top four videos. The Clash of Clans video, taking the number one spot, ran on the Super Bowl and starred a vengeful Liam Neeson as AngryNeeson52.

But it’s not just videogames and mindlessness that made its way into the list; the Ad Council’s “Love Has No Labels” and Always’ “Like a Girl” campaign placed too, offering more socially-relevant, emotional messages. And do you like social experiments? Because a fascinating one about domestic violence made the list too.

Strathcom also really liked the number two showing: Hyundai’s “Message to Space”, where an astronaut’s daughter sends a message to her father in space. A dozen Hyundais drive across sand to form a message she wrote that’s actually visible from space. See it for yourself below with the rest of the top 10 videos!

The head of Global Advertiser Marketing at YouTube, Kate Stanford, offered some insight for marketers, emphasizing how mobile video is becoming bigger than desktop video, and that video placement can help tremendously with customer engagement and making a sale. Anyways, let’s check out the videos!

10. Budweiser: “Lost Dog”

https://www.youtube.com/watch?feature=player_embedded&v=xAsjRRMMg_Q

9. Fanpage.it: “Slap Her”

8. Samsung: Galaxy S6 and S6 Edge Official Intro

https://www.youtube.com/watch?feature=player_embedded&v=CnYtWWDor2s

7. Durex: #Connect

6. Always: #LikeAGirl – Unstoppable

5. Adidas: Unfollow feat. Leo Messi

4. Boom Beach: Speech

3. The Ad Council: Love has no Labels

2. Hyundai: A Message to Space

1. Clash of Clans: Revenge

Stay Ahead of the Curve with These 2 New Google Marketing Strategies

Prior to heading off on vacation—and in between rolling his Rs and hitting the fake ‘n bake—our il presidente contributed an article to Auto Remarketing Canada. In it Duncan Cochrane outlined the two newest Google advertising methods you can use to funnel clicks and conversions to your website. Continue reading “Stay Ahead of the Curve with These 2 New Google Marketing Strategies”

YouTube Advertising: More Than Just Funny Videos

It’s no secret that everyone loves to watch their share of online videos. In fact, YouTube has become the second largest search engine, beat out only by its big brother, Google. From how-to demonstrations to cat videos, even to feature-length movies, YouTube clips are watched, shared, and commented on regularly.

The end result: YouTube has become the new network television, just without the TV trays and battles for the remote.

With such popularity, it’s only natural to want to monopolize these millions of eyeballs. Through AdWords for Video (a.k.a. YouTube advertising), many marketers are starting to do just that. Creating a campaign through your regular AdWords interface allows you now to showcase your brand and serve your potential customers with bright and entertaining videos.

How does AdWords for Video work, exactly?

Get your green screen ready. It’s as simple as filming a video or stringing together some great photos in Google’s Ad Gallery. Next, you choose your ad format, targeted audience, and budget, et voilà!—you’re now reaching the vast audience on YouTube.

Creating your first video

While it’s recommended that you keep your videos short and sweet to account for the short attention span of users, there is no hard limit on video length. Regardless of length, it’s vital to create a video that has your brand and message within the first few seconds of play. This way, your message is heard and absorbed before the user has the option of skipping your ad and continuing onto their chosen video. Need some help brainstorming the perfect video idea? Give us a shout! We have some great stories to share.

Choosing the right ad format

There are a total of 4 different ad formats available through YouTube advertising:

  • InSearch
  • InDisplay
  • InStream
  • InSlate

InStream and InDisplay ads (a.k.a. TrueView) video formats are by and large the most popular and effective formats. TrueView ads show up just before a video and the viewer has 5 seconds to decide whether the ad served is worth their time before the “Skip Ad” button appears. Ads also show as static image ads in the right-hand margins of a page, as seen in the photos below. As an advertiser, you pay only for the view if the user decides to watch more than 30 seconds of your ad or if they click the ad. If your ad is not over 30 seconds, then you pay for the view once your video has concluded.

You also have the option of opting into the Google Display Network, which allows you to expand your reach outside of YouTube.

Target only those who matter

Once you have your video created and have chosen the ad format to present it with, it’s time to determine who you want to see your ad.

Much like its Search and Display counterparts, YouTube advertising can set targeting based on specific keywords, user interest or intent, and demographic information, such as gender and age. You also have the ability to target specific videos and channels (what’s the new song or funny clip people are discussing at your dealership this week? Or the most popular automotive video channel?). And you can also set up remarketing lists built out for both the regular AdWords interactions and YouTube interactions, such as video views and “likes.”

With cost-per-views averaging around $0.10, YouTube advertising is a great way to get your potential clients to interact with your brand. You also have the option of bidding by the click or impression, just like how we do it through traditional AdWords.

Get your cameras rolling!

Through YouTube advertising, you have all the control you’ve learned to love with traditional AdWords, joined with the additional pizazz of a rich media video. Now that you have your Search and Display campaigns running like a well-oiled machine, it’s time to get inside and explore the next largest audience network on the internet: YouTube.

Happy filming!

Strathcom Hosts Google Partners Digital Breakfast

Strathcom is pleased to have hosted our Google Partners Event, where we welcomed automotive dealers from across Ontario to the Google Canada Offices in Toronto. We started the day by pairing a delicious hot breakfast with a little networking, settling ourselves in for two presentations on Automotive Digital Marketing.

Kim Rellinger from Google Autos reminds attendees how their online demographic is evolving.

 

First up, Kim Rellinger from the Google Autos team. She began the talks with her presentation, “Finding Your Customers Online,” and discussed new data trends and insights from the Canadian digital automotive space. Kim provided some interesting new statistics and surprising updates to how Canadians are interacting with advertisers during the buying process. During the very engaging Q&A portion of Kim’s presentation, prizes were handed out including a stainless steel, Google-branded French press coffee maker. Most attendees returned to their offices sharing swag including Strathcom water bottles, USBs, & Google notebooks and pens.

It’s all in the game: Strathcom’s Duncan Cochrane shares the promising idea of scalable pre-roll YouTube videos for dealers.

 

Next up, Strathcom’s President, Duncan Cochrane, presented “Expanding on the Fundamentals.” For his talk, he discussed how to leverage online basics to make the most of your advertising spend, as well as key new trends car dealers can take advantage of in the digital landscape to rustle up more leads. Strathcom also unveiled our scalable YouTube pre-roll packages, allowing even the smallest of dealerships to compete in the video advertising game.

 

The lucky dealers were then extended with an exclusive offer for attending. To wrap up the day, Strathcom & Google team members were available for any further one-on-one questions.

 

We had a great time and want to thank everyone who came out to join us!

 

Please stay tuned as we will be hosting future events in Halifax, Ottawa, Vancouver, Calgary, and Winnipeg, with more cities being announced this fall. Want a part of it? Contact us to learn more.

Strathcom Media’s Tony, Liza, & Trish taking in the Google Breakfast in matching SMI t-shirts.