These slides were presented at the SEMrush webinar "How to Do YouTube Ads (Part II)". Video replay and transcript are available at https://www.semrush.com/webinars/youtube-advertising-how-to-do-part-2/

1. 1Slide /
User Behavior
Creative Strategy
YouTube Discovery

2. User
Behaviorvariable.media

3. Scalability
In The Past, the goal for brands was scale as attention was guaranteed.

4. Attention
Today, Scale and Targeting is readily available with mobile phones in each of
our hands.

5. 5Slide /
The User Experience

6. 6Slide /
Two types of User Behavior: Lean Forward
• Platform (Facebook, Instagram, Snapchat)
• Short watch time
• Higher cost for completion
• Works across the entire funnel
• Quick reminders & savvy call to actions play well
• Competitive & crowded environment

7. 7Slide /
Two types of User Behavior: Lean Back
• Lean Back (OTT, YouTube, TV, Netflix)
• Longer watch time
• More likely to complete a video ad
• Less likely to last click convert
• Storytelling & emotion- evoking
• 100% SOV & Sound (Most Cases)
• Long Form, Explanatory, Product Introduction

8. 8Slide /
1.Hook
2.Engage
3.Illustrate
4.Establish
5.Qualify
6.Re-Hook

9. Creative
Strategyvariable.media

10. 10Slide /
Categories for Creative Attributes (8)
• Music
• Feel – Action
• Feel – Mysterious
• Brand Related Music/Audio
• Actors
• Male Celebrity
• Female Children
• Men and Women Interacting
• Domestic Animals (Pets)
YouTube: Introduction - Yours.co
https://www.youtube.com/watch?v=RxyEKZhVpkk

11. 11Slide /
Categories for Creative Attributes (8)
• Branding
• Brand in first 5 seconds
• Logo shown – on product
• Logo shown – not on product
• Story-telling Style
• Humor
• Suspenseful
• Documentary
• Testimonial

12. 12Slide /
Categories for Creative Attributes (8)
• Creative Devices
• Animation
• Text Slides
• Interaction w/ Viewer
• Call To Action
• CTA to Search Online
• CTA to visit Twitter Hashtag
• CTA to visit store
• CTA to Instagram profile

13. 13Slide /
Categories for Creative Attributes (8)
• Actions
• Eating
• Crying
• Hugging
• Travelling
• Attention Catching
• Shocking noise or music
• Unexpected Image
• Fast motion
• Something never seen before

14. 14Slide /
Storytelling Style – A Google Study

15. 15Slide /
Brand Presence – A Google Study

16. YouTube
Innovationvariable.media

17. 17Slide /
YouTube
investing
into vertical
engagement
and ads
YouTube Vertical Video
Ad
YouTube Feed
Engagement
YouTube
Stories

18. 18Slide /
Discovery (YouTube)
• What do we know about the feed?
• Lean Forward
• Form of search (Scrolling through content)
• Constant thumb motion waiting for engagement
• Mindless behavior
• People more willing to scroll than search because of algorithm
improvements

19. 19Slide /
Audience Retention

20. 20Slide /
The Unfortunate Part (Current Limitations)
• No separation of
• Placements
• Devices
• Exclusions Limited
• Platform Separation?
Remove unknown in demo. (could limit g-mail)

21. Thank You!
Questions?variable.media
@coryhenke