Did you know that YouTube users spend on average roughly 25 hours browsing through content and watching videos on YouTube each month? With that in mind, it should come as no surprise that YouTube advertising should be a top priority for any business.
In this blog, we take a deep dive into the importance of YouTube advertising and share how you can leverage the exposure that the video sharing platform has to offer.
More than 16 million Australians over the age of 18 log onto YouTube each and every month. And on average, they spend about 25 hours each month viewing content. COVID-19 played a major role in increasing viewership across Australia as the platform was estimated to reach roughly 93% of Australians aged 18-54.
YouTube has solidified its reputation as a key platform that has the potential to help businesses and brands reach their audiences and elevate their online presence to identify new customers. So, just how do you go about actually putting that concept into practice?
The most common type of advertisement on YouTube is called “pre-roll.” This type of advertisement is a short and simple video ad that plays just before the user’s chosen video. You’re certainly familiar with them, and you’ve likely seen them in action before. They can either be skippable after 5 seconds of viewing, or non-skippable. Additionally, you can choose a mid-roll or a post-roll advertisement as well, although these are less common.
Most videos don’t exceed 30 seconds. In fact, it would be better to create an advertisement that lands anywhere between 15 and 30 seconds long. Ideally, you would also want to test different video lengths throughout your campaign to see if you can determine that sweet spot.
“Bumper Ads” are extremely short pre-roll advertisements that last no longer than 6 seconds. These can be fun and creative, but it can also be rather difficult to convey a message in just 6 seconds. We always recommend combining these advertisements with longer videos for the largest impact.
From there, you can also use different CTAs like “Learn More” and “Shop Now” to compel viewers to follow through on your advertisement. Depending on which strategy or method you choose, you might want to change up your CTA.
As you can see, you have a few options to choose from in terms of advertising methods, but what about pricing? How much could a short 6-second long Bumper Ad possibly cost? Well, YouTube works on a cost-per-view (CPV) basis. For a TrueView in-stream video ad – a pre-roll – you’ll only pay when someone watches 30 seconds of your video, or if they watch the entirety of an ad that is less than 30 seconds long. Additionally, if a viewer engages with your ad, you would also pay for it.
As with any type of advertising, it might seem difficult to really gauge the return on your investment. Luckily with YouTube, it can be relatively simple to see just how well your advertisements are performing.
With that said, there are a few ways to measure your success. First, you can begin by analysing your CPV and the percentage of users who watched more than 75% of your video advertisement.
Typically, you’d want to aim for about $0.05-$0.10 CPV, and you’d want to see that at least 30% of viewers watched 75% of your advertisement. Additionally, you can take a look at a few other metrics like impressions and attributed sales, but engagement is going to be the biggest indicator of success.
Even if your videos aren’t breaking that 30% benchmark, it’s important to keep in mind that brand awareness is certainly still in play. Your videos can lead to increased search volume, and other metrics that you can track via Google Ads. For instance:
Remember, YouTube ads are ideal when your goal is to increase your brand awareness, launch a new product, or to use as a component of a larger marketing campaign. If you are running a wider marketing campaign, YouTube advertising can help top drive reach and increase brand visibility. Targeting can be defined on a small-scale, or on a broad-scale depending on your budget and your KPIs. Additionally, the platform is wonderful for reaching a particular audience for the very first time, or if you are trying to grow your brand from the ground up.
First, you need to determine just what it is that you want to achieve with your YouTube ad campaign. Do you want to find new customers within your current targeted demographics? If so, you might want to use lookalikes. If you want to reach a brand new audience, try YouTube’s broader interest audience targeting options to make the most out of your strategy.
When you are able to distinguish what is working versus what isn’t, you can optimise the best performing audiences and split up your campaigns into a granular fashion. For instance, you should have one ad group for lookalikes and another for interest audiences.
Did you know that you can set up automated optimisation when looking at a particular Cost Per View or conversion goal? When given enough time, Google’s automation algorithms will ensure that your campaign optimises itself to hit your targets.
Setting frequency caps is critical toward reducing the effects of boredom and overexposure. No one wants to see the same YouTube ad over and over again, so we recommend limiting a campaign to about 3-5 impressions per user per day.
Don’t forget to refresh your ad content from time to time. You don’t want to experience creative fatigue, so it is always a good idea to refresh your content monthly.
Before we close out this article, take a look at some of our achievements from a pre-roll YouTube ad campaign that we recently ran for a global sportswear and footwear brand using all of the tips, strategies, and insight that we provided for you in this article:
If you’re interested in learning more about how you can create an optimised YouTube ad campaign, contact us to learn more about how we can help.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.