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00:00:00 – 00:10:35
The speaker discusses their experience with leveraging YouTube TV campaigns as a marketing strategy, focusing on the distinction between traditional TV, over-the-top (OTT) television, and YouTube TV. Testing direct response advertising through QR codes and using a tracking tool called Heiros, they monitored conversions and found notable improvements in overall marketing performance, including higher email open rates and better conversion rates. The campaigns, costing $700 over a week, demonstrated a significant return on investment, with a lower cost per lead ($3) for YouTube TV compared to regular YouTube ads ($5-$8). The speaker emphasizes the importance of detailed customer journey tracking and precise targeting, noting that YouTube TV ads achieve higher view rates. They also highlight the advantages of YouTube's ad flexibility and cost-effectiveness in boosting brand visibility. The video concludes with a reflection on the overall campaign improvements and encouragement for others to consider this strategy.
00:00:00
In this part of the video, the speaker discusses their experience with testing YouTube TV campaigns as a marketing strategy. They highlight the distinction between traditional TV, over-the-top (OTT) television, and YouTube TV, explaining that many YouTube users now watch content on TV screens. They experimented with direct response advertising using QR codes, tracking conversions and changes in other marketing metrics. The results showed not only direct sales through QR codes but also an uplift in overall marketing performance, including higher email open rates and better conversion rates across various platforms. The speaker emphasizes the importance of brand effect and suggests that YouTube TV campaigns can be a cost-effective alternative to traditional TV advertising.
00:03:00
In this segment, the speaker explains a creative method for tracking ads on YouTube TV using QR codes and a third-party tracking tool called Heiros. They detail how they’ve structured their tracking to monitor direct sales from ads, mentioning that these ads have already been tested successfully on YouTube. By setting up a URL rule, they can track viewers who scan the QR code and make purchases, though they acknowledge the limitation of not being able to track viewers who were influenced by the ad but did not scan the QR code. The effectiveness of this method is demonstrated by increased engagement and improved conversion rates when the ads are active, with visible drops when the ads are turned off. The segment concludes with an overview of how Heiros tracks sales data, showing both direct responses and multi-touchpoint interactions.
00:06:00
In this part of the video, the speaker discusses tracking customer journeys and the effectiveness of YouTube TV ad campaigns. They highlight the detailed tracking of every customer interaction and the spending for the campaigns, which amounted to $700 over the past week. Notably, these campaigns generated considerable sales, indicating a return on investment greater than the spend. The speaker compares the cost per lead of regular YouTube ads ($5-$8) to that of YouTube TV campaigns ($3), attributing the difference to precise targeting. They also discuss view rates, noting that YouTube TV campaigns achieve higher rates, often double those of standard YouTube ads. Finally, the speaker emphasizes using QR codes in TV ads as a call to action and previews one of the ads to demonstrate its content and approach.
00:09:00
In this segment, the speaker discusses the effectiveness of a specific type of YouTube advertisement, comparing it to traditional TV ads. They mention their experience with testing and editing these ads personally, noting the benefits of YouTube’s flexibility in ad length. The speaker explains how extending the end screen of the ad with a timer increases viewer engagement and scans. They highlight the cost-effectiveness of using YouTube ads to boost brand visibility, mentioning a relatively modest daily spend to test campaigns. The speaker concludes by sharing their observations on overall campaign improvements and hopes the information is helpful to others.