YouTube training deck I have presented to new recruits joining the business and various teams at Latitude.

1. PAID MEDIA – YOUTUBE ADVERTISING
Copyright 2017 Latitude
Chris Morris Senior Paid Media Executive

2. AGENDA
• Introduction to YouTube
• Different Ad Formats
• Targeting Methods
• Campaign Best Practices
• Reporting and Key Metrics
• Channel Optimisation

3. INTRODUCTION
30 million unique visitors per month makes YouTube the world’s
2nd largest search engine.

4. USER DEMOGRAPHIC (DESKTOP)
Source: Google

5. USER DEMOGRAPHIC (MOBILE)
Source: Google

6. AD FORMATS

7. IN-STREAM
• Pre-Roll Advertising
• ‘Skippable’ after 5 Seconds
• Charged on a CPV Basis
• ‘View’ is when 30 Seconds
(or the full video) is Watched

8. DISCOVERY
• Formerly called “In-Display”
• Charged on a CPV Basis
• A Click = A View

9. APP INSTALL
• Compatible with In-Stream &
Discovery ad formats
• Compatible with Mobile &
Tablet devices
• Compatible with Apple &
Android apps
• Users can download an
advertiser’s app directly from
YouTube

10. BUMPER
• Pre-Roll Advertising
• Un-Skippable Ad
• 6 Seconds in Length
• Charged on a CPV Basis

11. SHOPPING

12. YOUTUBE AD ‘EXTENSIONS’
Shopping Feed
Product Overlay
Call-to-Action
(CTA) Overlay
Companion
Banner

13. TARGETING METHODS

14. DEMOGRAPHIC
Target Users Based on:
• Age
• Gender
• Parental Status

15. INTEREST
YouTube places users into ‘Affinity Audiences’ based on their interest.
• Audiences based on user search and browsing history.
• 100+ audiences to choose from.
• Examples: soccer fans, aspiring chefs, beauty mavens.

16. TOPIC
Serve your ads to users
currently engaging with videos
about a specific topic.
Over 400+ Topics to choose
from!
Topics include pets or food
and drink.

17. PLACEMENT
Placement targeting allows
advertisers to target:
• Specific YouTube Videos
• Specific YouTube Channels
• Specific GDN Sites

18. CONTEXTUAL KEYWORD
Serve your ad based on
keywords related to:
• Specific YouTube Videos
• Specific YouTube Channels

19. REMARKETING
Reach users who performed the following actions:
• Watched / Interacted with a Video
• Visited or Subscribed to your Channel
• Watched your Video as an Ad
Or, use an existing ‘standard’ remarketing list.

20. OVERLAYING TARGETING

21. REPORTING & KEY METRICS

22. MEASURING IMPACT
Key Metrics of Focus:
• View Volume
• View-Rate %
• Video Length Watched
• Earned Actions
• Brand Search Volume + or -

23. Thank you.
Any questions?