Weekend Musings 20
2022 Google Ads Playbook, YouTube admix for awareness and YouTube Social Impact
L’Oreal wanted to test if sequencing their video ads could help raise top-of-mind awareness and recall for the brand’s Sensational Liquid Matte lipstick. The 2022 Experiment with Google Ads Playbook says that by delivering the right message at the right moment to the right audience, Video Ad Sequencing is unlocked.
The playbook on experimentation is a regional playbook first published in 2021. The 2022 APAC edition is updated with the latest insights, testing solutions, and case studies from brands across the region.
Once a brand has identified the testing methodology the regional playbook offers the solutions from Google that will benefit.
Korea’s largest freelance market platform was keen to acquire more users and decided to explore if taking a cross-product approach across Search ads, Discovery ads and YouTube Trueview for Action video ads (leveraging remarketing, customer match and custom intent audiences) could drive conversion growth at scale efficiently.
The cross-channel campaign delivered 3X conversions and a +73% higher ROAS with 2X budgets.
Megan Gensemer, Global Product Lead at Google shares:
“Between streaming TV and short videos — in the living room or on the go — there are so many possibilities that making these decisions can be daunting. Luckily, with YouTube, you can reach viewers across a lot of these touchpoints- whether on the living room screen, mobile, or desktop.”
Lipton reaches nearly 50% of its audience.
PepsiCo wanted to see if YouTube could be a key pillar of their strategy in addition to TV. Lipton tested out a Video reach campaign that combined their skippable CPM ads and Bumpers. And found out that 49% of women were reached aged between 25 to 49 and YouTube had a 33% exclusive share.
Reaching out to women in that wide age group isn’t rocket science but that exclusive share from YouTube is nice.
Netflix increases targeted reach
Similarly, Netflix Indonesia was planning a Livestream with the cast of its marquee program, Ali & Ratu Ratu Queens, an event that required maximizing both awareness and views. The Netflix team tested the Livestream CPM Masthead on its core audience and used audience targeting as well as managed frequency.
Results: The brand received better CTR at 1.69% against the market benchmark of 1.44%
Find your YouTube admix for awareness here.
Educate a Girl: Empower a Nation
Only one out of 100 girls enrolled in school in India complete grade 12. Educating girls is the most powerful investment India can make in its future. And to do so YouTube is teaming up with YouTube creators to bring awareness to this issue. Here is one such collaboration with Bhuvan Bam. The ad leaves you with an impact.
Meanwhile, YouTube has also collaborated with UNICEF India, Girl Effect, Malala Fund and Support Shabnam. As a supporter, you can join these organisations by reading about them and donating money to the cause.
I couldn’t resist and gave a quick glance via the web to the listed donation pages. UNICEF’s donation page stands out for being simple, clear and creates no unnecessary donor anxiety.
Also, the gift size is perfect for the Indian audience from INR 800 to INR 1500.
Malala Fund’s donation page is also simple and to the point without unnecessary jazz-like Girl Effect. They have a dark mode for the donation page. If you fancy :)
Video volunteers truly need to work on their donation page if they want to raise money via digital in a consistent manner.
Meanwhile, if you are a Nonprofit and want to benefit from the resources of YouTube then register for the YouTube Nonprofit Program.
And before I wrap up here is a beautiful thought:
“Whatever is destined not to happen will not happen, try as you may. Whatever is destined to happen will happen, do what you may to prevent it. This is certain. The best course, therefore, is to remain silent.”
- Bhagavan Sri Ramana Maharshi.
Good weekend :)