For Brands How to succeed in 2022 - Team5pm
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for Brands How to succeed in 2022
About Team5pm About the authors
Team5pm is the YouTube We work for some excellent
agency for publishers, brands like Amazon Prime
advertisers and brands. As a Video, PlayStation, Heineken,
full-service YouTube Agency Unilever, Canon, Samsung
specializing in strategy, content, and more!
production, channel growth,
advertising and data research, And are you curious to know Peter Minkjan
we know how YouTube works where our name comes from? Co-Founder &
2 and how best to implement Research done a few years Chief Product Officer
it for our clients. We do this ago revealed that 5pm is the peter@team5pm.com
by combining our years of best time to upload videos on
experience with data-driven YouTube. Plus, it’s also a great
consultancy and algorithm- time to end the workday! ;)
friendly content creation that
help clients achieve success at
every stage of the marketing
funnel. We translate all of this
into a clear strategy that leads
Ronen Wolf
to better results.
Co-Founder &
Chief Commercial Officer
For more information about our services and process, please visit our
website: www.team5pm.com
ronen@team5pm.com
Summary
With more than 2 billion users people click on, watch for longer You understand the platform and #4 H
ow can I increase my brand
worldwide, YouTube has become periods of time and that live up viewing behavior. What now? How preference? Read more.
indispensable in the lives of to the viewers’ expectations. can your brand effectively utilize
today’s consumers. The popular all this knowledge about YouTube? #5 H
ow can I advertise effectively
video platform is also the largest It is also good to understand This is a question many marketers on YouTube? Read more.
database of organic viewing viewing behavior on YouTube. ask. This is precisely why we created
behavior in the world. Regrettably, Millions of Dutch people use this white paper: to thoroughly After tackling the above challenges,
most brands do not tap into the platform as a source of answer the most commonly asked one question remains: “Does
3
this massive database enough. information. Whether it’s to questions. Topics like: YouTube’s impact go beyond
Instead, most of them focus only research a future mortgage, just views, watch time and
on uploading their existing TV discover a new recipe or get #1 H
ow do I claim a domain subscribers?” In chapter 3, we will
commercials or running influencer tips for their next gardening on YouTube and Google? discuss the large-scale research
campaigns. This could be better. project, people use YouTube Read more. that goes into answering this.
This should be better. But how? videos collectively as a resource Spoiler alert: YouTube does have
for information. And the best #2 W
hat content should I create? a positive impact on brands’
It begins with understanding the advantage is that this educational, Read more. KPIs at every phase of the online
platform. Until 2012 YouTube’s ‘evergreen’ content is not time- customer journey. Is your curiosity
focus was on clicks, but now user sensitive and remains relevant for #3 H
ow can I generate more piqued yet? Then read on.
satisfaction is the primary driver for long periods of time. This gives views for my existing content?
YouTube’s algorithm. This means: brands the greatest opportunity Read more.
YouTube rewards videos which for success.
Introduction
YouTube has become an as well-known is that YouTube influencers to promote their We help brands, publishers and
indispensable part of the is assuming an increasingly brand, but a selection of these advertisers achieve success on
lives of today’s consumers. more important role in the influencers is usually based on YouTube. From our combined
More than 2 billion people online orientation phase for the subscriber count rather than years of experience (we have
worldwide use the video platform consumer. When it comes to relevance or impact. This could been working with YouTube since
every month. After Google, researching future purchases, be better. This should be better. 2014), data usage, research
YouTube has the greatest reach YouTube is the most widely-used(2) YouTube can offer so many and continuous testing, we
of all other sites, making it even platform with more than 90% of more opportunities for brands know exactly what works on
4
larger than Facebook. Here viewers saying they discover new beyond simply uploading YouTube. Besides ensuring
in the Netherlands its reach brands on YouTube.(3) short advertisements or using more views and watch time, we
is enormous and continues influencers. Despite this though, also increase brand awareness,
to steadily grow, with more YouTube offers huge very few brands actually take brand preference, and purchase
than 12 million Dutch(1) users opportunities for brands advantage of the full range of intent. With YouTube we
each month. Because YouTube’s popularity opportunities YouTube offers. capture mental market share
continues to grow, brands are In this white paper we will show and therefore influence buying
YouTube is more than adding it to their marketing mix. you how you can change this behavior. We work with national
just entertainment However, many brands that do for your brand. and international publishers,
Most people know that Google use YouTube focus mainly on brands and advertisers including
and YouTube are the two most large-scale advertising of their We utilize these opportunities Volkswagen, Amazon Prime
popular websites in the world existing TV commercials. Or With that insight as our foundation, Video, Hyundai, GAMMA,
today. But what might not be they partner with well-known in 2018 we started Team5pm. Heineken, Castrol, and ANWB.
Table of contents
1. Why YouTube?
1.1 How people use YouTube
1.2 How does YouTube’s algorithm work?
1.3 YouTube in the marketing funnel
5
2. How to use YouTube effectively as a brand?
3.
Does YouTube’s impact extend beyond views,
watch time and subscribers?
4. Conclusion
01. Why YouTube? 6
6 facts
about 2nd 2nd #1
YouTube is the second YouTube is the second largest YouTube is the most visible
largest website in the search engine after Google. domain within Google Search.
world after Google. 26% of search results
display a YouTube video.
Why should you
focus on YouTube
anyway? Here are six Source: Alexa top 50 global sites Source: YouTube, 2021 Source: Milestone Internet, 2020
insights to think about
7 before reading on.
#1 90% 55%
YouTube is the most 90% of people say that 55% of people search for a
shared domain on they discover new brands product on Google then use
Facebook and Twitter. or products on YouTube. YouTube to learn more about
it before making a purchase.
Source: BuzzSumo, 2021 Source: Ipsos, 2018 Source: Thinkwithgoogle, 2019
1.1 How people use YouTube
The first step to successfully In practice, this translates to
deploying YouTube is to hundreds of millions of people
understand exactly how and who use YouTube as a source
why the platform is used. of information. This large need
Many marketers associate for information is one of the
YouTube only with entertainment. distinguishing factors YouTube
While the majority of visitors do has when compared to other
indeed come for entertainment, video platforms. Video-on-demand
there is another vital reason (VOD) platforms such as Netflix
people use YouTube: it’s an and Videoland, are used almost
8
important source of information exclusively for entertainment.
for users. Industry research(4) And social media platforms such
shows that more than 30% as Facebook, Instagram and
of YouTube visits are driven by Twitter, are used much more
this desire for information. for self-expression than for self-
development. YouTube is different
than this. Each platform has its
own purpose.
Reasons why people use YouTube
Additional research by Google(5) confirms the notion
of YouTube as a source of information. The primary
reasons people use YouTube are to fix things, to learn
new things, and to solve problems. From all of the
answers, more than half of the respondents indicated
that they use the platform for these reasons.
9
YouTube’s even greater focus on educational content
Educational content is already very popular with the platform’s
users, therefore since early 2021 YouTube has made doubling the
number of users interacting with educational content a priority.
This was evident from the speech(6) given by YouTube CEO Susan
Wojcicki last New Year Eve’s.
INSIGHT
YouTube
is the largest
search engine
10
in the world
after Google.YouTube as a search engine Why does Google encourage
As you read in the overview, this? Because they want to
YouTube is also the largest search give users the best answers. In
engine in the world after Google. increasingly more cases the best
With more than three billion answer is in the form of a video.
searches per month, YouTube’s For brands, this means a whole
search volume is greater than new range of SEO opportunities.
that of Bing and Yahoo combined.
In the Netherlands alone, Now you know how people
hundreds of thousands of use YouTube; it’s time for the
people search for videos within next step: understanding how
11 the video platform every day. the platform works.
And the largest search engine in
the world (Google) is also giving "26% of all Google
YouTube videos increasingly higher search results show
placements in searches. Research
by Milestone Internet(7) shows that a video and these
in 2020 more than a quarter of videos generate more
Google search results contained
than 61.6% CTR"
videos. These videos generate over
61.6% CTR.1.2 How does the YouTube algorithm work?
YouTube’s goal is to maximize interaction with and satisfaction of its users with the end goal of making people use their service
as often as possible. To achieve this, they use artificial intelligence, machine learning and algorithms to predict which videos people
want to see. The algorithms, which determine which videos are presented and which are not, have evolved over the years.
UNTIL 2012 2012 - 2018 SINCE 2018
12
FOCUS ON CTR FOCUS ON FOCUS ON VIEWER
Until 2012, the algorithm’s primary focus
was on CTR (click-through rate). Regardless
WATCH TIME SATISFACTION
Instead of focusing on clicks and views, But only focusing on watch time had one
of how long a video was viewed, it would
in 2012 the focus shifted to watch time. important negative outcome. If you only
be recommended increasingly more if
Overnight(8) that resulted in 20% less promote videos that generate longer
users clicked on the video and started
views but internal figures soon showed watch time, this will lead to the emergence
watching. This focus resulted in “clickbait”
that the new algorithm was doing its of extreme and misleading videos. To
videos that failed to live up to the viewers’
job. The total watch time increased counter this, the focus is not only on
expectations. The result: many clicks
significantly and the platform was visited watch time, but also on ‘user satisfaction’.
and views, but also many frustrated
just as much as before. User satisfaction consists of a variety of
users who did not find the best videos,
signals that the recommendation system
but mostly videos with attractive though
uses to determine which content viewers
often misleading thumbnails and titles.
will find satisfying: clicks, watch time,
comments, shares, likes and dislikes.The
Talking about algorithms can scare some marketers.
We could give entire lectures on the subject, but the
algorithm
formula is actually very simple:
in a
"YouTube rewards videos which
13
people click on, watch for longer
nutshell
periods of time and that live up
to the viewers’ expectations."
Now that you know that, it is important to focus
on the next step: What role does YouTube play in
the marketing funnel?1.3 YouTube’s role in
the marketing funnel
YouTube plays an increasingly more
important role in all phases of the
marketing funnel - from Awareness to
Consideration and Conversion. YouTube
14
can not only generate demand, but
also fulfill it. Yet despite the enormous More than 90% of
popularity of YouTube, few brands really
take advantage of all the possibilities
users indicate that
the platform offers. This is in contrast to
other online channels, such as search
they discover new
and social media. This offers huge
potential for brands that now decide to
brands and products
seize these opportunities. on YouTube.Marketing Funnel
Below you can see YouTube’s role in all phases of the marketing funnel. From discovery of new brands to the purchasing of products displayed in
live streams, YouTube plays a role in each phase of the funnel. In the next chapter, we’ll take you through how you can now use this YouTube knowledge
effectively for your brand.
Awareness Conversion
YouTube plays a crucial role in the discovery More than 40% of shoppers worldwide say
of new brands and products. 90% of users that they have purchased products they
say that they have discovered new brands discovered on YouTube. Additionally YouTube
and products on YouTube.(9) By actively using offers even more opportunities to generate
Awareness YouTube, you increase your brand’s chances leads and conversions with YouTube ads.
of being discovered by your target audience. As a result, it also plays an increasingly
15 important role in the conversion phase of the
Consideration Consideration funnel, close to the purchase. Finally, with
More than half of shoppers say that the announced integration of e-commerce in
online videos have helped to decide videos and live streams, it is also becoming
which specific brand or product to buy. easier to purchase featured products.
Conversion
Therefore video plays an increasingly larger
role in the consideration phase. This is a Service
great opportunity to convince your target One of the most important reasons to use
Service
audience of your brand. YouTube is to find answers and instructions.
Proactively using YouTube to answer
these questions can lead to significant
cost reduction and increased customer
satisfaction.
*Sources: Think with Google, YouTube brand discovery data &
Search Engine Journal, YouTube Shopping Influence, 201902. H
ow to use YouTube
effectively as a brand?
16Most common questions brands have:
YouTube has a lot of
potential and possibilities. #1 How do I claim a domain on YouTube and Google?
But how do you actually use YouTube
for your brand? Every brand has
different and unique goals, and therefore #2 What content should I create?
different challenges. We’ve gathered the
most common questions brands have
17
and would like to help you achieve your #3 How can I generate more views for my existing content?
brand’s KPI goals with YouTube.
#4 How can I increase brand preference?
#5 How can I advertise effectively on YouTube?q u e s t i o n
#1
18
How do I claim a domain
on YouTube and Google?#1 How do I claim a domain on YouTube and Google?
Top ranking on YouTube and Google
video content while creating domain is therefore crucial
a positive brand experience. if your goal is to dominate
YouTube’s impact goes much YouTube with your content.
further than just views, watch
time and subscriptions. Read Begin with data research
more about this in chapter 3. To gain insight into where the
consumer is oriented within this
How do you claim a domain? domain, you need data research.
You begin with a clear In addition to data-driven
delineation of your domain’s insights, you then need to map
19 boundaries with one very out which content structure is
important rule: the more most suitable for your specific
specific, the better. The pitfall domain. With this you create
here is that most people videos that are attractive to
As a brand, why do you domain within Google Search. you answer the consumer’s try to claim too general of a your consumer and rank high
want to claim a domain? Additionally, Google is displaying specific question and therefore domain which likely contains in both YouTube and Google.
Today’s crowded media more and more videos in search you, as a brand, respond many subtopics within that
landscape is making it results because Google wants to their intrinsic motivation. one domain. A domain that is A good example of this is
increasingly more difficult for to give the user the best answer And you do this just at the right too large simply contains too reflected in our case for KPN.
your target audience to see and in increasingly more cases moment: when consumers many possible search queries, See the next page.
you. YouTube can help you with that answer is in the form of a themselves are looking. causing you to compete with
this. As covered in chapter 1, video. And what sort of video? In this way you build a lasting too wide of a range of content.
YouTube is the most visible Help content! With help content customer relationship with your Determining a good, specific#1 How do I claim a domain on YouTube and Google?
Top ranking on YouTube and Google
Case: KPN
KPN’s goal was to dominate the domain ‘Wi-Fi’ on
YouTube. On the popular video platform, this is
reflected in a growth in market share (based on)
views and the high organic ranking on selected
keywords. The first step was to conduct data-
driven research in order to map out the search and
viewing behavior of consumers regarding ‘Wi-Fi’.
The next logical step was to provide insight into
20
the competition’s video content within this domain.
As a full-service YouTube agency, Team5pm handled
the entire process from data analysis to content
strategy and production to well-planned distribution.
The results? A growth in market share from 3 to 30%
within the ‘Wi-Fi’ domain. In addition, all six videos rank
in the top 3 for selected keywords.
The results:
A growth in market share
from 3 to 30%. In addition,
all six videos rank in the top 3
Want to know more about how to claim your domain?
Ronen@team5pm.com for selected keywords.#1 How do I claim a domain on YouTube and Google?
Top ranking on YouTube and Google
Case: Canon
Another example is Canon’s YouTube strategy. As the
main sponsor of the highly successful TV program
‘Het Perfecte Plaatje’, Canon helps viewers and novice
photographers with useful content during and after the
program to take better photos themselves. The results
of our data-driven topic research and competitive
analysis were aggregated into an always-on YouTube
21
strategy that consists of photography-related how-to
videos. These videos can be viewed by (beginning)
photography enthusiasts during and particularly long
after the TV show’s broadcast. With this, Canon now
dominates the ‘photography for beginners’ domain
on YouTube - with number 1 ranking in Google and
YouTube search, 50,000 organic views and a CTR of
5.1% as indisputable proof.
* Data from table retrieved on 2021-01-06q u e s t i o n
#2
22
What content
should I make?#2 What content should I make?
The secret to a successful content strategy
"A successful content
23 strategy directly or
indirectly influences the
buying behavior."#2 What content should I make?
The secret to a successful content strategy
A successful content strategy for 1) Instructional tutorials a product, then go to YouTube to of views and hours of watch time
brands must meet one condition: and how-to videos learn more about it before buying it. years on end. This is something
it must directly or indirectly Who hasn’t looked up and watched that is nearly impossible on other
influence purchasing behavior. an instructional video on YouTube? 3) Inspiration social media platforms where the
One out of every ten searches In addition to instructions and lifespan of a video is often only a
You want your brand to have a on YouTube is for a how-to video. purchasing advice, people also few hours.
positive impact on the correct Research done by Google and use YouTube for inspiration. In fact,
target group. Later in this Ipsos revealed that of all the the number of YouTube searches
white paper we’ll go into more categories of videos, how-to videos containing ‘ideas’ has tripled in the
“Focusing on
detail about the impact that the generate the most attention.(10) past three years.(13) educational and
previously mentioned content For example: the views for beauty
24
strategies can generate. But first, tutorials and videos with the For most brands, this attention to
evergreen content
let’s answer another important variation ‘for beginners’ increased educational and evergreen content gives brands
question: What type of content 50% in 2021.(11) offers the best possibilities for
is the best for my brand? Here success. The greatest advantage
the greatest
are the answers. 2) Purchase advice and of these types of videos is that opportunities
help with decision making they almost never expire and they
Three very compelling YouTube is also used extensively remain relevant and popular for a
for success.”
types of videos for brands by people who want to learn long time.
Earlier you read about how more about products and brands
consumers use YouTube. This they are interested in buying. We have actually seen this with
can be broken down into three The aforementioned research(12) many of our clients, where these
types of videos that are relevant discovered that 55% of online types of instructional videos
to most brands: shoppers first search Google for continue to generate thousands#2 What content should I make?
The secret to a successful content strategy
Create content based on data, on which video content has the
not gut feeling greatest potential for generating
When brands do decide to invest views and watch time. This
in video content, all too often advice is based on thorough
they decide on topics based on data research and our own
opinions or gut feelings. But this proprietary methodology that we
“OK, but what leaves you with an endless list of
possible topics and any random
call ‘Data-Driven Content Creation’.
Interested in hearing more about
topic should I
brand can choose from dozens or this? Please contact us, we would
hundreds of possible subjects. be happy to discuss further.
25
focus on? But what if you could better
estimate which content has the
This Data-Driven Content Creation
approach helps brands create
There are so many”
greatest potential for success? content that is in demand. Let’s
And what if you knew exactly how take our case of GAMMA as an
many videos to create and the example. Please see the next page.
best times to publish them? You
can do this by allowing data and
insights to guide you. At Team5pm
we give solid recommendations#2 What content should I make?
The secret to a successful content strategy
Case: GAMMA
GAMMA’s goal was to dominate the relevant domains
within the do-it-yourself (DIY) market on YouTube, such as
insulation and gardening. Within these domains GAMMA
could have covered hundreds of different topics, but with
data research we had a clear insight into which topics deurdranger monteren
would have the greatest potential for success.
26 Therefore, a data-driven video topic research was carried
out in order to map out topics that had the most potential.
The channels and videos of the competition were also
analyzed. As a result of our research, we knew exactly
what our target group of DIY’ers really wanted to see.
We then developed a blueprint of the perfect how-to
series in order to establish the right content structure to
match GAMMA’s goals. In this way, the videos kept the
viewers’ attention fixed and watch time was maximized.
The results:
#1 ranking in Google & YouTube
91% of GAMMA’s
Want to know more about our Data-Driven Content Creation?
Ronen@team5pm.com how-to video’s rank in
the top 3 search results.q u e s t i o n
#3
27
How can I generate more
views for my existing content?#3 How can I generate more views for my existing content?
The importance of optimization and distribution
Recommendations
Recommendations - or suggested The algorithm works much the same
videos - play an important role in as it does for paid content. YouTube
growing your content’s views on recommends ads that generate
YouTube. As mentioned earlier, more clicks, views and watch time
the YouTube algorithm focuses more often and at lower costs.
on ‘user satisfaction’, hence all
recommendations within YouTube All too often, most brands
are personalized and aimed fail with the first component:
specifically at the viewer. context. Without adequate titles,
descriptions, subtitles and playlist
28
To make good recommendations, arrangement, YouTube does not
YouTube uses three main components: have enough context to properly
determine what the video is about. By optimizing channels and videos
1) Context: what exactly is the And if the videos lack attractive we have generated an increase
video about? thumbnails, the second component of between 50% and 500% in
(clicks, views, watch time) will be organic views.
2) Presentation: how many clicks, negatively affected. For videos you
views and watch time does may have already published, it’s A good example of this can be
the video generate? advisable to provide more context and found in our case for Tuinmanieren.
better design for these videos. See the next page.
3) Personalization: based on
previous viewing behavior#3 How can I generate more views for my existing content?
The importance of optimization and distribution
Case:
Tuinmanieren
Tuinmanieren’s goals were to be found more easily
and to show up in the suggested videos more often.
Tuinmanieren also wanted to rank at the top of
YouTube for keywords related to ‘gardening’. Through
29 a comprehensive YouTube review, Team5pm mapped
out their entire channel. From this review, we identified
50 videos which had the greatest potential of ranking
higher on YouTube. These 50 videos - along with the
channel itself, the playlists and entire design (banner,
end cards and thumbnails) - were then optimized for SEO.
The results:
100% increase in
suggested videos,
68% increase in
Want to know more about what optimization can do for your brand? YouTube Search and
Ronen@team5pm.com
an increase of 74%
in watch time.#3 How can I generate more views for my existing content?
The importance of optimization and distribution
Distribution Not only does this link building
Still, having a good video alone provide visibility but it also results
is not enough. Even on YouTube in higher channel authority as
content can disappear quickly. In YouTube promotes you more
fact, 80.2% of all Dutch videos on within the platform. When you
YouTube get less than 5,000 views. combine all the organic distribution
How do you ensure that you are in options with paid distribution, you
the 19.8%? The answer is smart can achieve maximum success.
distribution. How? By combining the right
content with precise targeting.
30 Distribution is a component that Not everyone can be reached with
most brands forget. And that’s organic content. But with paid
unfortunate since distribution is distribution, you create maximum
what provides visibility. In addition visibility within the perfect target
to all the optimization opportunities group. In short: distributing content
on the platform itself, community both organically and paid will lead “80,2% of all Dutch videos on
management and cross-promotion to the greatest impact.
to/from other channels and
YouTube get less than 5,000 views.”
platforms are also essential to
your distribution strategy.q u e s t i o n
#4
31
How can I
increase brand preference?#4 How can I increase brand preference?
The impact of spot-on branded content
For insights into the impact between the target group that had
YouTube can have on your seen the videos and the target
brand, we perform brand effect group that had not seen any videos.
measurements based on the The results of this can be found on
preference of your brand and other the next page.
brand KPIs. With this, we measure
the effectiveness of your video Conducting brand effect
content. The results will show not measurements allows you to
only if your content increases brand quantify brand KPIs results - such
preference, but you will also have as brand preference - for YouTube
32 insights that will help increase as one channel, and compare
brand preference in the future. them with the results from your
other media channels. This makes
An example of this is the research YouTube a full-fledged channel
we conducted on the effect within your total media mix.
Hyundai’s IONIQ 5 YouTube videos
had on key brand KPIs - including In chapter 3 you can read more about
brand recognition, brand preference a large-scale study into the impact
and purchase intent. Our research YouTube can have on your brand,
showed that on all brand KPIs there including brand preference. See the
was a significant difference next page for the Hyundai case.#4 How can I increase brand preference?
The impact of spot-on branded content
Case: Hyundai
Hyundai wanted to introduce their new electric
model, the IONIQ 5, in an innovative way. They also
wanted to respond to the changing purchase behavior,
better match their content with the needs of their
target group and utilize YouTube and its possibilities
more effectively.
33 Through a combined approach of research, production,
distribution and measurement, we not only created
SEO-optimized and high-ranking videos, but also
generated an impact on the (indirect) buying behavior
of the target group. This campaign, which focused on
consumers’ behaviors and wishes, validated the crucial
value YouTube has in the middle phase of the funnel:
the consideration phase.
The results:
An increase in brand recall of +231%,
brand preference +650% and an
Want to know more about growing brand preference with YouTube?
increase of +256% in the inclusion of
Ronen@team5pm.com the IONIQ 5 in the consideration set.q u e s t i o n
#5
34
How can I advertise
effectively on YouTube?#5 How can I advertise effectively on YouTube?
Make an impact with the right creative and targeting
5.1: Rethink your definition As long as they:
of a video ad
YouTube is more than just organic 1) stand out
content for brands; advertising 2) generate attention
is another important element 3) impact the viewer’s memory
of the arsenal to help achieve
Media spend alone can’t impact memory.
success on YouTube. But as a This summation leaves lots of
brand, how can you advertise space for creative interpretation. Great creative alone won’t get noticed.
more successfully on YouTube? Craig Davis, former top creative
To answer this question we will at JWT once said, “We need to
Ad Effectiveness Model
35 share three recommendations. stop interrupting what people
are interested in and be what
The traditional idea of video people are interested in.” This
ads is that they should be a 30, is an excellent starting point for
15, or 6-second spot - carrying effective advertising on YouTube.
with it high production costs.
Although many large advertisers On the following pages you will find
*Based on the Attention Pathway, developed by ANA in cooperation with U.S. market research agencies
use YouTube in this way, this examples of how we have applied
‘linear TV mindset’ simply does this principle for Amazon Prime
not apply here. Effective ads can Video, GAMMA and Hyundai.
take many forms.#5 How can I advertise effectively on YouTube?
Make an impact with the right creative and targeting
In our Amazon Prime Video case, For GAMMA our approach was based
the ads weren’t the usual short on the idea to help Dutch DIYers.
videos or typical commercials YouTube is widely used for DIY advice and explanation
people were used to. Rather, these ads (created by videos. The how-to videos resulting from our data-driven
our in-house creative studio) were funny special edits, research not only generated enormous organic reach
memes and popular clips that led to a massive spike and attention, but they are also distributed among DIY
in the channel’s popularity. Viewers weren’t used to seeing consumers through paid distribution. We identified these as
these funny, custom ads, but they absolutely loved the such on the basis of intent signals. The results? Not only
campaign (and the customer was also happy about the did we achieve 2.1 million views and 88,000 hours of watch
reach and effect the videos had on brand awareness and time, we also achieved an 88% increase in purchase intent
preference). among viewers.
36
The results: more than 2 million hours of watch time, The results: 2.1 million views, 88,000 hours of watch time,
650 million impressions and a subscriber growth of 85,000. 88% increase in purchase intent.
deurdranger monteren#5 How can I advertise effectively on YouTube?
Make an impact with the right creative and targeting
There are even more great examples from around
the globe, including the deployment of a mini-
docuseries, an undercover operation and an anime
series (by a Japanese brand, of course) where the
The previously
product is the hero, and sales increased by more than
illustrated case for
100% in a year’s time. Don’t be guided by formats
Hyundai proves that you can also generate
and lengths from the past, but rather by the effect you
impact with product reviews in the form of
want to achieve.
advertising. For the introduction of the IONIQ 5,
Hyundai wanted to reach, engage and convert
the exploratory electric car buyer on YouTube.
And it worked.
37 The results: an increase in brand recall (+231%),
brand preference (+650%) and an increase in
inclusion of the IONIQ 5 in the consideration set
of 256%.#5 How can I advertise effectively on YouTube?
Make an impact with the right creative and targeting
5.2: Optimize your creative recommend reserving a (small)
Creatives have the greatest part of your advertising budget
impact on the effectiveness of for pre-testing and optimization.
ad campaigns. Research shows
that 55% of the effectiveness of At Team5pm we use a combination
digital campaigns is determined of watch time data analysis at the
by the creatives deployed(14). second level (where do or don’t
viewers drop off?), AI-based eye
Generating attention and tracking (where does the viewer’s
emotion are essential for ads attention go?) and neuromarketing
38 to be effective. Until recently, research (what emotions does the
to adequately measure this you content generate?). This is to test
would need a laboratory of brain and optimize creatives quickly and
scans, measuring equipment or in a scalable way.
use expensive consumer panels,
but with the advance of artificial
Want to know more about
intelligence and cutting-edge pre-testing and optimization
possibilities for your brand?
technologies, this is now much Ronen@team5pm.com
more affordable. We therefore#5 How can I advertise effectively on YouTube?
Make an impact with the right creative and targeting
5.3: Go beyond demographic Google Chrome and Google Play!
targeting Put the focus on the consumer. By
In addition to effective ads, you responding to what really interests
also want to show them to the the viewer and combining that
right target group at the right time: with the information from entities
but how and where do you find in the Google Ecosystem, you can
the right target group? create targeting that is rock solid.
The result? Qualitative targeting
The Google Ecosystem is a with minimal budget waste!
massive database with information
39
about your target group and future We have successfully implemented
consumers at your fingertips. This this intent targeting strategy for
insight allows you to advertise OOT Granola. See the next page.
based on consumer interests and
to strategically use the consumers’
intentions and what they would
like to see. Combine the signals
from YouTube, Google Search,
The Google Ecosystem#5 How can I advertise effectively on YouTube?
Make an impact with the right creative and targeting
Case: OOT Granola
The OOT Granola brand focuses on subscription-based
‘breakfast-in-your-mailbox’. The customer asked if we could
help advertise their brand story. Although OOT Granola already
had several commercials available, we first carefully researched
the ideal target group. Our research revealed that this group
consisted of foodies, value shoppers and aspiring chefs,
among others. We then combined the target groups with the
correct interests and search behavior.
40
By monitoring and optimizing the campaigns, we have found
the standard target group (affinity/in-market) that converts
and have supplemented it with custom target groups that
have an above-average interest in a healthier lifestyle. The
result? More quantitative and qualitative traffic to the website,
significant growth in subscriptions and a reduction of SEA
(search engine advertising) budgets due to a growth of 270%
The results:
branded search. This method of advertising makes telling your
brand story possible, engages the target group in this story
and lets people visit your website to order your product. More than 30.000 clicks,
530 conversions, +270% growth
in branded search.
Want to learn more about how to get a better return on
your YouTube advertising budget? Ronen@team5pm.com03. Does YouTube’s
impact extend beyond
views, watch time
41
and subscribers?To determine whether Insight into total brand impact international brands, publishers
YouTube has an actual impact How do you determine the impact and advertisers (the test group)
on your brand, statistics such and effectiveness of YouTube? such as GAMMA, ANWB, HP,
as views and watch time alone To measure the impact and Pokerstars, De Telegraaf and
are not enough. effectiveness of YouTube on key the car brands Hyundai and
brand KPIs, like brand awareness, Volkswagen.
These statistics say a lot but brand preference and purchase
are inefficient in determining intent, we conducted a large- We compared the results with
the actual impact on your brand. scale brand effect study with the control group: respondents
The fact that your videos are Team5pm Labs. This study was with similar demographics and
widely viewed doesn’t say much done in collaboration with Erik affinities as the participants
about whether your message Kostelijk, Associate Professor in the test group, however the
42
is actually getting across, of Marketing at the Amsterdam control group participants had
how it’s being received by University of Applied Sciences not seen any YouTube videos
your target group or what the and author of several market from the campaign. The results
effects on your brand are. This research and marketing books. were measured quantitatively
requires additional research - through online surveys. A total
research that we have recently Research outline of 3,790 participants took part in
conducted. Below you will find a To gain insight into the impact this survey.
short summary of our findings. across different brands, content
Interested in the entire report? categories and countries, we
Feel free to send a message. conducted the study among
viewers of national andMIND-HEART-MARKET-share model
We use the Mind-Heart-Market share model to measure brand effects on YouTube. This model is based on the branding theory from the book
Brand Positioning (Alsem & Kostelijk, 2016). The model provides a representation of the online marketing funnel: it describes the different
phases that customers go through during their customer journey and shows how the YouTube strategy has an impact on this customer journey.
At each stage of the funnel, we determine the relevant brand KPIs to measure the effect of the YouTube strategy.
Leads to
Stimulates change of
MIND HEART MARKET
43 → Recall → Preference → Consideration
→ Top-of-mind → Love → Purchase intent
→ Recognition → Values → Ambassadorship/NPS
MIND is about the knowledge HEART is about the feeling that MARKET concerns the behavior
potential customers have of your (potential) customers develop for the of (potential) customers, such as
brand, measured with awareness brand, for example think of brand purchase intention, inclusion of the
standards such as brand recall and preference and their perception brand in the consideration set or the
brand recognition. In this phase, of your brand’s values. In this phase, willingness to recommend your brand
the goal is to increase the knowledge the aim is to get (potential) customers to others (measured with the NPS).
and familiarity of the brand. to adopt a positive attitude towards In this phase, the aim is to encourage
your brand. (potential) customers to purchase and
to generate customer loyalty.Brand awareness
We see an average of 195% more brand awareness among the YouTube campaign viewers.
Positive effect Brand preference
Among the participants who saw one or more videos from the YouTube campaign,
at every stage the brand preference was on average 297% higher than among the non-viewers.
44 of the funnel
The research found that
YouTube has a positive effect on Brand Ambassadors
key brand KPIs at every stage In the test group, i.e. among the YouTube campaign viewers, there are on average
of the funnel. All results described 220% more brand ambassadors than in the control group (the non-viewers).
to the right are statistically significant.
Purchase intent
Average purchase intent is 349% higher among the YouTube campaign viewers.Effect on non-customers
This study also looked into possible
Two important conclusions are:
Conclusion:
differences in brand effects
between brand users and non-
#1 YouTube validates and
generates customer loyalty YouTube has a
users. It makes sense that people
who enjoy buying a particular brand
In general, YouTube videos are
viewed more often by brand users positive impact
also watch that brand’s YouTube
videos more often, but the research
shows that YouTube also has an
than by non-users. That means
YouTube can play an important
role in driving and fostering
on brand values
impact on non-customers. customer loyalty. Our research shows that YouTube has a
positive effect on brand KPIs at every stage
#2 YouTube helps with acquisition of the online customer journey and that it
45 Non-users who watch YouTube generates customer loyalty and can be used
videos of a brand score for acquisition.
significantly higher on brand recall,
brand preference and purchase Are you interested in receiving more
intent. YouTube thus stimulates information about the aforementioned brand
(hot) prospects which in turn makes effect measurements? Please contact us.
YouTube vital for acquisition.
Want to know more about the positive impact
of YouTube on your brand values?
Ronen@team5pm.com04. Conclusion:
This is how you
succeed as a brand
46
on YouTube in 2022Brands can and should make better use of YouTube.
YouTube offers so many opportunities - opportunities
that many brands leave behind. At Team5pm, we think
this should be better. In this white paper we’ve shown
you how you can take advantage of these opportunities.
To succeed on YouTube as a brand, you must:
1 Understand the platform.
47 2 Help your target audience.
3 In order to influence
purchase behavior.Let’s talk!
Ready to take
your success Peter Minkjan
Co-Founder &
Chief Product Officer
48
on YouTube peter@team5pm.com
to the next level?
Ronen Wolf
Co-Founder &
Chief Commercial Officer
ronen@team5pm.comSources
1: Nederlands Online Bereik Onderzoek (NOBO), Verenigde Internet 8: The ‘terrifying’ moment in 2012 when YouTube changed its entire philosophy,
Exploitanten (VINEX) en Stichting KijkOnderzoek (SKO), maart 2021 Business Insider, juli 2015
2: How Shoppers Are Using Social Media, Forbes, augustus 2021 9: A new way to think about online video’s role in the purchase funnel, Debbie
3: Google/Talk Shoppe, Juli 2020 Weinstein, January 2019
4: YouTube Needs: Understanding User’s Motivations to Watch Videos on Mobile 10: Video Mobile Diary (n of 18,219 total video occasions), Google/Ipsos, U.S., 2017
49 Devices, Rodrigo de Oliveira/Christopher Pentoney/Mika Pritchard-Berman, 11: Tubular Labs, 2021
September 2018 12: Google/Magid Advisors, Global (U.S., CA, BR, U.K., DE, FR, JP, IN, KR, AU),
5: “The Values of YouTube” Study, n=1006, 2and2/Google, Oktober 2016 “The Role of Digital Video in People’s Lives”, n=20,000, A18–64 general online
6: https://www.youtube.com/watch?v=8VHLnO2u9e0, January 2021 Community population, Augustus 2018.
Letter, Susan Wojcicki 13: YouTube Search Volume on ‘ideas’, Google Trends, 2018-2021
7: Click Curve Data, Milestone Internet, Oktober 2020 14: Five Keys To Advertising Effectiveness, Nielsen CS, 201750
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