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    Video Advertising on Social Media: Facebook and YouTube
    Video Advertising on Social Media: Facebook and YouTube
    Video Advertising on Social Media: Facebook and YouTube
    Ebook142 pages1 hour

    Video Advertising on Social Media: Facebook and YouTube

    By Mark A. Jansen

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    About this ebook

    “Within five years, Facebook will be mostly video.”
    Mark Zuckerberg, CEO of Facebook, Inc.

    The world's largest social media company puts video-first, and so should you - as there is clear evidence in data that video drives user engagement - and more so than all other media. At the same time video is hard to get 'right', and Google Search text ads and even banners are easier to tackle - for you but also for your competitors. Complexity tends to be where the opportunity is at. This book is for those who want to seize the video opportunity to drive business results.

    Powered by sound, sight and measurement - and amplified by networking - video ads on social media are your most powerful tool to drive measurable business results in a way beyond vague ‘branding’. No longer limited to the happy few with huge budgets like in the TV era, online video is an opportunity open to all.

    In the book Video Advertising, author Mark A. Jansen shares learnings from running hundreds of YouTube and Facebook video campaigns. Experience gained from being at the media sales side at YouTube (Google) as well as advertiser client-side. Google and Facebook now earn over 80% of global online advertising budgets, so there is a very large chance you will end up running social video on either Facebook or YouTube - or both.

    Time and time again, performance marketers say they are having a hard time measuring the ROI of online video (eConsultancy, Marketing Budgets 2015). A whopping 39% use the word ‘poor’ to describe their ability to measure of ROI for online video. Compare that to the status of paid search as the top digital channel for ability to measure success: over half of respondents (52%) rated their ability to measure ROI from PPC as ‘good’, while another 35% rated it as ‘okay’. Clearly, social video advertising suffers from a measurement challenge, and this book gives you clear pointers on how to solve this challenge.

    By the time you reach the conclusion of this book, you will be running highly effective social video campaigns, be able to define an appropriate online video campaign measurement plan that follows from the overarching marketing goal, and then demonstrate that your investment in video campaigns is achieving a positive ROI. Use this to convince budget decision makers and prove that your online video campaigns are adding to top-line growth.

    This book seeks to:
    - Guide the reader through the social video advertising landscape, help you set your objectives and pick the right video platform for your objectives
    - Establish that although social video is often seen as the ‘cousin of TV’, the real value of social video advertising is unlocked through combining targeting and analytics capabilities of the online channel, with the creative power of sound, sight and motion known from TV
    - Provide insight into the different social video ad formats available to the advertiser
    - Introducing the ‘CAM’ measurement framework, including relevant social video ad KPI’s for conversion tracking advertisers
    - Provide guidelines for the production of effective social video ad content
    - Provide insight into the viral mechanisms you can use to drive organic free distribution

    The reader is assumed to have a background in performance marketing and to be a heavy user of conversion tracking to measure outcomes and optimize ad results. This book is most relevant for those whose website or app is a fundamental, ‘core’ part of the business. The measurement framework in this book assumes you are an online pure play company. This brings the associated benefits of having easy access to timely data on user behavior in your digital product and how your ads drives this behavior.

    LanguageEnglish
    PublisherMark A. Jansen
    Release dateOct 7, 2017
    ISBN9781370883110
    Video Advertising on Social Media: Facebook and YouTube
    Author

    Mark A. Jansen

    Specialist media buyer who writes about social video advertising on the world's largest platforms; Facebook, Instagram, YouTube and SnapChat.

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      Book preview

      Video Advertising on Social Media - Mark A. Jansen

      Video Advertising on Facebook and YouTube

      Mark A. Jansen

      Distributed by Smashwords

      Copyright 2017 Mark A. Jansen

      Last update: October 2017

      The views and opinions expressed in this article are those of the author and do not necessarily reflect neither the opinion nor the position of the publisher or past or present employers of the author. Examples within this book are really just that: examples. Effort has been made to attribute sources where applicable. Assumptions made within the book are stated where possible and are not reflective of the position of anyone else but the author. Facebook and YouTube are trademarks of Facebook, Inc. and Google, Inc. respectively.

      One of the benefits of ebooks over books in print is that an author can make regular releases of updates. Therefore, this ebook exists in a state of perpetual beta. Updates to this book are made based on feedback provided by readers and also to address updates to the platforms discussed herein. Readers are advised to download the most recent version of the book to benefit from updates made.

      TABLE OF CONTENTS

      INTRODUCTION

      PART 1: SOCIAL VIDEO ADVERTISING: GROWTH, AD FORMATS AND MEDIA BUYING MODELS

      Chapter 1: Defining Social Video Advertising

      Chapter 2: Video ad formats

      Chapter 3: Pay Per What? Media Buying Models for Social Video Ads

      PART 2: THE CAM MODEL, CAMPAIGN INTERFACES AND THE FUTURE OF SOCIAL VIDEO

      Chapter 4: Content, Audience & Measurement: the CAM model of social video advertising

      Chapter 5: Comparing the campaign hierarchy in YouTube (AdWords) and Facebook (Ads Manager)

      Chapter 6: Audience development and viral dynamics for organic distribution

      Chapter 7: The Future is Video: Snapchat, Augmented Reality (AR) and 360-degree video

      Conclusion

      About the author

      Connect with the author

      Appendix: YouTube targeting methods

      INTRODUCTION

      "One of the ultimate excuses for not measuring impact of marketing campaigns is: Oh, that's just a branding campaign. Avinash Kaushik, analytics and marketing author, in the blog post ‘Brand Measurement: Analytics & Metrics for Branding Campaigns’

      Admit it, you've heard it. In the traditional world of audio-visual campaigns, it’s common to spend a huge amount of money producing an amazing piece of content, fork the video over to the media agency who burn through a media budget, after which the whole thing goes into the bin and people move on to the next thing. I believe we can do so much better than this, there is so much more to gain from campaigns now we can run video on social platforms with all the measurement and conversion tracking capabilities known in online advertising.

      Powered by sound, sight and measurement - and amplified by networked distribution - social video ads can drive tangible business results that go way beyond ‘branding’.

      Marketers have a massive opportunity on their hands to measure impact of social video campaigns. For years, performance marketeers have measured ROI of their ad campaigns, first offline with the DR mail-order campaigns. Response advertising grew massively with the application of ads on search engines and the click-to-conversion model. Performance marketeers just need to adapt their existing systematic way of working and ‘response-mindset’ to social video advertising. This book is all about running paid social video campaigns by performance ads experts who already run a steady baseline of search engine advertising campaigns, and perhaps also display. Specifically this presence of SEM campaigns introduces a measurement challenge for YouTube campaigns, which I will address in Part 2.

      There are lengthy books about search engine marketing, about analytics and online marketing and PR. There are even some books about video marketing on specific platforms like YouTube, often written for the audience of small business owners. There wasn’t yet a book directed at professional media buyers of social video advertising - until now, that is.

      This book is a bundle of lessons learned running hundreds of YouTube and Facebook campaigns. Google and Facebook now earn over 80% of global online advertising budgets, so if you are thinking about running social video campaigns then there is a very large chance you will end up doing it on either Facebook or YouTube - or both. In this book I share my experience with large-scale social video campaigns on YouTube and Facebook on both ‘sides of the table’; the media sales side at YouTube (Google) as well as client-side, as the advertiser.

      Social video is exploding: Facebook is betting hugely on video, Snapchat made a splashing IPO in 2017 and YouTube is stronger than ever. As an ads channel its promises are huge; to combine the power of sight, sound and motion known from TV, with the targeting and analytics known from online channels such as search engines. However, marketeers running online video ad campaigns find the ROI of online video hard to measure (eConsultancy, Marketing Budgets 2015

      ). A whopping 39% use the word ‘poor’ to describe their ability to measure of ROI for online video. Compare that to the status of paid search as the top digital channel for ability to measure success: over half of respondents (52%) rated their ability to measure ROI from PPC as ‘good’, while another 35% rated it as ‘okay’.

      No wonder that paid search engine marketing, known as SEM, PPC or SEA, is still a massive share of the total online advertising budget. Since online video campaigns with many providers sit in the same interfaces, chances are that search advertisers will find that online video falls in their scope; either because you want to run the best online video campaigns for your business, or because your client or manager asks you to.

      By the time you reach the conclusion of this book, you will be running highly effective video campaigns, be able to define an appropriate online video campaign measurement plan that follows from the overarching marketing goal, and then demonstrate that your investment in video campaigns is achieving a positive ROI. Use this to convince budget decision makers and prove that your online video campaigns are adding to top-line growth.

      This book seeks to:

      Guide the reader through the social video advertising landscape and establish that the true power results from combining targeting and analytics capabilities of the online channel, with the sound, sight and motion known from TV

      Provide insight into the different social video ad formats available to the advertiser and guidelines for effective video content produced for social platforms

      Help you set your objectives, pick the right video platform for your objectives and introducing the ‘CAM’ measurement framework appropriate for these media, including relevant KPI’s for conversion tracking advertisers

      The reader is assumed to have a background in performance marketing and to be a heavy user of conversion tracking to measure outcomes and optimize ad results. This book is most relevant for those whose website or app is a fundamental, ‘core’ part of the business. The measurement framework in this book assumes you are an online pure play company, with the associated benefits of having easy access to user behavior in your app and on your website, and how your ads drives this behavior. If you view your website as an online brochure only, then this book might not be right for you.

      You will notice that the book lists questions at the start of each chapter. The approach taken here is not to provide all the answers for you; it rather is to provide the reader with relevant questions to apply to their own business. The reader can also ask these questions to partners, such as SEM experts and media owners. The purpose is that by asking and answering these questions, you will come up with your unique answers as they apply to your business and its social video ad efforts.

      I wish you a great reading experience, and I’d love to hear your comments, questions and any other feedback - please find me on LinkedIn.

      PART 1: SOCIAL VIDEO ADVERTISING: GROWTH, AD FORMATS AND MEDIA BUYING MODELS

      In this chapter, I will provide a definition of social video advertising. Furthermore, I will give a brief overview of the common ad formats available to advertisers. Part 1 ends with an overview of the available buying models for social video ads.

      Chapter 1: Defining Social Video Advertising

      What percentage of internet traffic is consumed by online video?

      How is social video different from online video?

      What are the larger social video platforms?

      Traditionally, television and cinema were the two media using video. Now, social video platforms are

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