Advertising On Youtube: A guide for musicians

Advertising on YouTube: A Guide For Musicians
A digital marketing guide by @million__media

This presentation is based upon the
short eBook, ‘Advertising on YouTube
– A Guide for Musicians”. See our full
series of digital marketing guides and
online eLearning courses for the music
industry at:
www.millionmedia.com
&
www.theartistnetwork.ws

MillionMedia.com A digital marketing guide from Million! theartistnetwork.ws!

Advertising on YouTube: A Guide For Musicians
A digital marketing guide by @million__media

•  The popularity of YouTube Advertise on YouTube!
•  Introducing Google Adwords - Bob Leftsetz
•  How does Adwords work?
•  How to target your audience using Last.fm & Amazon
•  How to use keywords and placements to focus
•  Small changes can make a big difference
•  Images vs Text – which is more effective?
•  The importance of a good landing page
•  Continuous changes can work wonders
•  How to use remarketing to avoid treating everyone the same
•  Using Adwords as a research tool to save and make money


YouTube is the world’s most popular video
website and rivals TV for time watched
YouTube’s growth has been phenomenal, •  Three times more people watch
especially amongst passionate music fans, music videos on YouTube than
who quickly realised it offered an enourmous download music.
•  Over 800 million unique users visit
free jukebox of music-on-demand. Music
YouTube each month
videos are amongst the most watched Over 3 billion hours of video are
videos on the website as fans discover,
• 
watched each month on YouTube
share, embed and playlist their favourite •  72 hours of video are uploaded to
tracks. YouTube every minute


Google Adwords enables artists, record labels &
promoters to advertise to a targeted audience
Google developed Adwords to enable Adwords earns Google over $40bn per
anyone to create adverts that could target year. It’s a remarkable tool because
people searching for a specified keyword. anyone can set up an account and
After they bought YouTube, Google within minutes use the same advertising
developed Adwords to provide a way of mechanics employed by multi-national
corporations. Once the audience and
placing an advert before or on a video by a
keywords have been defined the budget
specific artist. can be set to suit each campaign, from
£1 to £1m – the amount differs but the
principles remain the same.


Adwords can place messages on videos watched
by highly engaged & passionate music fans
Since Adwords enables us to target videos YouTube makes money by placing
by specific artists, we can create a very adverts either before a video – called a
‘pre-roll’ – or an overlay, like the
effective campaign promoting our own
example above. The overlay can be
music or releases. Imagine if you could
either text or an image and comprises of
place an advert on TV that is only seen by a headline, a promotional message and
fans of bands you specify. Adwords enables a link. Clicking on the advert takes the
this and further more, at a very low cost-per- use away from YouTube to the
click rate. advertiser’s specified destination.


Tools such as Last.fm and Amazon can be used
to identify artists with a similar audience
Last.fm has been analysing the songs played by When people play music on sites such as
millions of people to determine an accurate list Spotify, MySpace, Facebook, Deezer or
many others, Last.fm make a note,
of ‘Similar Artists’. In other words, we can
called a ‘Scrobble’. As a result they can
carefully target fans on YouTube who like similar
calculate ‘similar artists’ to one specified
artists assuming they are more likely to be based upon millions of plays.
interested in what we’re promoting.


Using Keywords & Placements enables the
message to be targeted to the right audience.
Having determined the list of similar artists Google Adwords enable you to target an
we can use the tools provided by Adwords advert based upon location,
to target fans watching the videos. Using the demographic and device. Defining
location means you can promote gigs at
artist names as keywords, and by specifying
a local level. You can also specify the
the location, device and audience we can device, so for instance, can place a
set a precise audience of people to see our clickable phone number on adverts
advert. No other media provides so much seen on mobile phones.
targeting and for such low cost.


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Small changes in the message can result in
significant changes in the effectiveness.
Writing Google Adverts is 90% common In the example above the only
sense and 10% science. Words are limited so difference is the ‘s’ at the end of
the message must be very clear. However, ‘change’. Yet this one letter made the
advert on the left more than 180% more
the science is using very small changes to
effective. This is because ‘Changes’
have big effect on results. The use of a single implies automatic and subliminal while
letter, a capital, a full stop or a phrase can ‘change’ implies the process can be
dramatically improve your click through controlled, something important to
people who meditate.
rates.


Spot The Diﬀerence

Elton John Red Piano Show Elton John Red Piano Tour

The word ‘Show’ is more effective than the
word ‘Gig’ or ‘Tour’.
One result we found was calling a live In an advertising campaign for Elton
performance a ‘Show’ resulted in almost John we trialed two different words in the
double the number of clicks than the word headline. The word ‘Tour’ is often used by
Promoters when they advertise the live
‘gig’ or ‘tour’. The reason isn’t clear but we
dates. And yet our research highlighted
suspect the public like to think they’re seeing that using the word ‘show’ was actually
a ‘show’ rather than see a band on ‘tour’. 2.5x more effective. We think this is
It’s a very subtle difference and yet the vast because the public prefer to think
they’re seeing a show, while the live
majority of live press & outdoor advertising industry think of an artist going on tour.
still use the word ‘Tour’.


Using an image overlay can result in 3x more
clicks than a text advert
By creating an image overlay you can increase Using an image for the overlay can
click through by over 300%. The advert can be be over 3x more effective. The use of
a small image, which could be
word-for-word identical to a text overlay. However,
artwork or the band, increased the
an image can catch the eye by using a darker likelihood of someone clicking.
background, enhanced fonts and a small image of Further, we found creating a local
the band or artwork. If paying using CPM this advert and including the name of the
venue increased click through, as
increase in effectiveness can have dramatic results
did naming one of the songs the
on click throughs. artist would play at the show.


BARCELONA?

Make sure your Landing Page is as close to the
fan’s final destination as possible
Having paid for a click through you must Have you ever booked a flight with one of
ensure the fan gets the information they the budget airlines? And, it’s only when
want. Note: this may not be the ‘Buy Now’ you land you find out the airport is actually
50 miles away from your destination and
page you would like, but a page giving
the coach journey takes longer than the
them more information. For instance, flight? This is similar to your website
research has shown fans do a lot of research landing page. People don’t want to be
before buying a gig ticket. Provide them several clicks away from their final
destination. Take people as close to
with the information and the ability to invite where they want to be, which may not be
their friends. your home page.


Unlike traditional advertising Adwords can
continuously change as the campaign is optimised
Adwords allows you to continuously change Once an advert is booked on radio, TV, press
and optimise your advert, even after it’s or outdoor it is very difficult to change.
gone live. This can have far reaching However, Adwords can be continuously
optimised to work towards the most effective
consequences as you learn which words,
clcik through rate. Different words and images
phrases and images your audience respond can be used to learn and test. Each insight
to. can increase the effectiveness of an advert.
We could often increase click through rate
TENfold through making continual changes.


Re-marketing is a powerful way of targeting fans
with a different message, ‘coz they’re not the same
Adwords provides the tools to target fans
who have already visited your website or
bought your album. The message can differ,
Adwords has a feature called
for instance, to people who have already Remarketing, which can track a user on
heard the album you can ask them what a website and subsequently target
they thought of it. A review can actually be adverts at them. This could be used, say,
to target fans who visit the official site. By
an extremely strong form of marketing,
identifying themselves as a fan they can
triggered by your advert. receive a different advertising message,
perhaps asking them to rate the album.


Adwords can be used as a very cheap but
highly effective market research tool
Running adverts using different images can When working with Master Shortie
quickly determine which image your fans (above) we used a number of different
respond to. This may be different to the images using Google Adwords. The
image that got the most clicks was
image you would choose as your personal
subsequently used as the artwork for the
favourite. The ‘winning’ image could be single. This is an example of how
used for future artwork, tour posters or Adwords can be used simultaneously as
advertising, saving you money in expensive a research tool, perhaps before
significant sums of money are spent on
research or focus groups. poster or press advertising.


Credentials:
•  Invited to present Digital Marketing at MIDEM 7
years running
•  Lectures on The Music Industry at The Institute,
Europe’s finest school of modern music.
•  Presented Digital Marketing at conferences
around the world
•  Was voted by The Observer as one of the 500
people who will change the future of the UK
•  Chair of music charity, Community Music, one of
the UK’s longest established music training
courses

About the author
Neil Cartwright is a veteran of Digital
Marketing, having built his first website in Million Media Website
1995. He joined Sony Music as their first www.millionmedia.com
dedicated digital marketing manager in
1997 and pioneered in areas such as social Learning Academy
media, online PR, digital distribution & Direct www.theartistnetwork.ws
to Fan. He now runs his own agency and
training academy


Advertising On Youtube: A guide for musicians

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