YouTube’s Untapped Marketing

Basics of YouTube

Founded in 2005, YouTube is one of the most popular video sites on the Web today. Millions of videos have been uploaded and shared here, ranging from movie trailers to amateur videos of cats – and everything in between. YouTube was the first large-scale video sharing site on the Web, and  it is available in nearly every country and over fifty different languages. Anyone can upload content here, which makes for an utterly astonishing array of watchable content. One third of all online activity is spent watching videos, and YouTube has more than a billion active users. The platform is so expansive that it can be accessed in 76 different languages, accounting for 95% of the world’s population.

Marketing Ads

We all hate those marketing ads that come through YouTube when we’re trying to watch a video. How helpful are they really for marketing? YouTube is a great source for funny, entertaining content, but it’s also increasingly becoming an essential tool for marketers. In fact, nearly half of all marketers (48%) plan to add YouTube to their marketing strategy over the next 12 months according to the State of Inbound report. That’s an alarming amount of marketers adding YouTube to their marketing plan.

Not only is your audience on YouTube, but as the internet’s second largest search engine, it can help improve your SEO and overall brand presence. YouTube allows marketers to present content in a unique way that is easy for viewers to consume and share.

Targeting

You can choose what type of videos you would like to be associated with. Then if the videos aren’t lining up with your brand you can always retarget those people. With YouTube you can retarget people who have watched a specific video. You can make retargeting lists. You can make smart lists as well. There are a lot of different options, and you should try all of them.

Viewability Rates

Viewability rates on YouTube are relatively high and improving. Viewability determines if consumers have seen an ad. Ninety-five percent of YouTube ads meet viewability standards, up from 93% the year prior, as verified by unnamed third-party measurement firms. This is a particularly impressive rate when compared to other digital platforms — internet viewability rates averaged 58% in the second half of 2016, according to ad tech company Integral Ad Science (IAS) cited by Variety. However, this may not be an apples-to-apples comparison, because IAS and the measurement firms verifying YouTube’s viewability rates may define viewability in different ways.

Cost Per View

On the surface, this lack of data may seem like a bad thing for advertisers. However, Strike Social’s data shows the individuals whose ages are unknown have a view rate (VR) of 29.5% (6.5% higher than average) and a cost per view (CPV) rate of $0.034 (nearly 23% lower than average). When the gender of the viewer is unknown, the VR dips slightly to 28% and the CPV climbs a bit to $0.039.

Screen Shot 2018-05-05 at 5.53.37 PM.png

Advertisements

Social Media Affecting the NBA?

Trust the Process

I am one of the biggest 76ers fans and I am liking what I am seeing this season! Especially off the court as well. Let me explain. Joel Embiid is the center for the 76ers and his social media trolling is at the next level. Embiid has now made it to an insane 2.3 million followers on Instagram. His teammate Ben Simmons (Which is putting up numbers never seen before by a rookie) is at 2.5 million followers! NBA players have a level of power that has never been seen in the past. This has helped the NBA to draw in new viewers from the social media platforms including: Twitter, Instagram, and Facebook. Would there be any possibility that the NBA could surpass the NFL though?

Screen Shot 2018-04-29 at 12.png

Bigger than the NFL

CLEVELAND — At the outset of the NBA Finals, Commissioner Adam Silver conducted an arithmetic exercise. He added the number of people projected to engage in some fashion with the Golden State WarriorsCleveland Cavaliers showdown, whether it meant viewing on a television screen, reading a player’s tweet or streaming a highlight over Facebook. The number he arrived at was 1 billion. 1 billion is an insane amount of people.

“So, roughly one out of seven people on this planet will have a direct connection to these Finals,” Silver said. “Which is pretty spectacular.”

Kevin’s Tweets

We all know about the controversy that plagued Kevin Durant. Kevin Durant is on the NBA All-Twitter team, the wing complement to Joel Embiid’s dominant post presence. KD has earned this distinction over the course of eight years, since he tweeted about watching the History Channel while in the club. This offseason he’s taken to replying to people who have things to say about his career, especially those critical of his 2016 decision to leave the Thunder for the Warriors. It’s been entertaining to see one of the NBA’s true superstars exchanging insults with randoms online.

“I haven’t slept in two days, two nights. I haven’t ate. It’s crazy, because I feel so f—— pissed at myself and I’m mad that I brought someone into it,” Kevin Durant said after criticizing his old team and coach.

Social media is a powerful influencer for the NBA, but it must be used in the correct manner.

Screen Shot 2018-04-29 at 12.26.18 PM.png

Podcasts Ads are Underpriced in 2018

This summer I was working technical sales for a chemical engineering company in Florida. I was a intern from May to August. I came in at 9 a.m and was there till 5 p.m. Most of my work was dealing with their database. (Some of you might be familiar with the site named Netsuite) After the first week I had started my routine. I needed something to keep me occupied while I was doing database maintenance. Podcast. Podcast. Podcast.

I found several podcast that caught my ear. I found a mystery podcast, a sports podcast, and a comedian podcast. As I listened to all these podcasts I started to realize that these podcasts had short ads. Usually these ads would make me dissatisfied on other platforms, but this time it was different. The ads on the podcasts pertained to the material I was listening to. This is what sets podcasts apart from the competition.

Screen Shot 2018-04-22 at 2.16.00 PM.png.

Oxford Dictionary

“A digital audio file made available on the Internet for downloading to a computer or a mobile device, typically available as a series, new installments of which can be received by subscribers automatically.”

In recent years podcasts have exploded and continue to grow. Why are they getting so big? Easy.  Podcasts are very interesting because they are not as pushy as the other marketing tactics. People can be working out, driving, or doing homework.

Length of Podcast Ads

  • Pre-roll, which is a short 15-second ad slot played at the start of the podcast.
  • Mid-roll, which is a longer 60-second ad often played at the middle of the podcast.

Rates

Podcast advertising is sold on a CPM basis, which means it’s sold by the thousands. CPM stands for “cost per mille.” (Mille means “thousand” in Latin.)If a podcast’s CPM is $25, that means you pay $25 for every thousand listens an episode receives. (A unique download or stream counts as a “listen.”)

  • For example: X-Pod has 10,000 listens per episode. Divide by a thousand, and multiply the 10 by the $25 CPM. This works out to a $250 cost per episode.

Forbes

Podcasts are especially attractive because they don’t cost much to produce (in terms of time or money). Anyone with a decent microphone and knowledge on a particular subject can talk for an hour and release an episode (though high-quality podcasts take more effort, as we’ll see), and if you can build up a big enough audience, you’ll see a surge of traffic to your site, or a new stream of revenue from advertising opportunities, or both.

Gary Vaynerchuk on Podcasts

Content Marketing to Millennials?

What is content marketing?

Traditional media is too expensive and not personal. People living in the 21st century want a their brands to be more interactive. Marketing is not a one way street anymore. There needs to be a ongoing conversation between the business and the buyer. Content marketing is one of the newest additions to the marketing family. The Content Marketing Institute, an online resource for all the information you need on content marketing describes what exactly content marketing is:

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Screen Shot 2018-04-15 at 1.15.49 PM.png

Reflecting a strategic push by marketers to bypass conventional advertising and media-buying, so-called “content marketing” has grown in a relatively short period of time into a $16 billion global industry. That is among the top line findings of the 2018 edition of media research and economists PQ Media’s Global Branded Entertainment Forecast.

Versions of content marketing:

  • blog articles
  • videos
  • podcasts
  • social media marketing
  • emails
  • webinars
  • infographics
  • quizzes
  • assessments
  • apps

Steps for content marketing

1. Translate your brand

  • You should have some kind of sentence that shows what your brand stands for
  • There should be a emotional connection between your brand and your consumers
  • Establish a brand tone

2.  Research your consumers

  • Ask yourself, why is this person buying my product?
  • Look at your target market and start to segment them to understand the overall target market

3. Create Content

  • You should be creating content that matches your consumer’s interest
  • Does your brand attitude match the attitude of your consumers?

4. Consistency

  • You must keep your content on the same track or else the work will appear not organized
  • You want your consumers to know your content publishing schedule in order to keep them intrigued

 

Drone Marketing?

This weekend my friend Johnny and I went on a hike in central Pennsylvania to make a drone video. I have included the video at the bottom of this blog post! Johnny is a certified drone pilot and a has private pilot license as well. Johnny will also be doing drone work this summer and this got me thinking about the drone industry. How big is drone industry and how who are the industry leaders?

How much MONEY?!

The global drone market could be worth $127 billion by 2020, up from just $2 billion today, according to consulting firm PWC. In addition to defense, delivery, or aerial photography, the firm believes that drones will soon be used for verifying business claims, boosting crop yields, and creating special effects for Hollywood blockbusters. Clearly the marketing industry is doing very well and is suppose to grow even more. Now let’s look at some of the industry leaders.

Drone Industry Services

Screen Shot 2018-04-08 at 1.41.29 PM.png

zipline.png

Coming in at number 1 is Zipline. Zipline has their headquarters in San Francisco, California. Zipline operates the world’s only drone delivery system at a national scale (500 deliveries per day within a 75-kilometer service radius) in Rwanda which was launched in 2016. They deliver urgent medicines and critical necessities such as blood to domestic hospitals. In 2017 they announced plans to launch a similar delivery system in Tanzania in 2018. You can check out how they are making a difference at Zipline.

measure.png

Number 2 is the drone company Measure. Measure is located in Washington, DC, the company focuses on drone applications in telecom, construction, energy and media sectors. Measure partnered with companies like DJI and AES Corporation to foster their business and provide services that are more holistic and complete in nature.  Measure’s partnership with DJI makes them a highly competitive company in the market.

Cyberhawk_Logo-750x480.jpg

Founded in 2008, Cyberhawk Innovations is the world leader in UAV inspection and survey and the conversion of UAV data into powerful management information.  CyberHawk is coming in at number 3. Based in Livingston, UK, the organization delivers its services to oil & gas, renewables and rail companies all over the world. Some of their biggest customers include: Shell, BP, Siemens, Chevron, and Petronas.

Here’s the Video!

7 Steps to a Successful Google Ad

Let’s say you just started your own business and you are ready to start the step! That next step is making your own Google ad. You might think it’s expensive, but it can be actually  fairly inexpensive. For my example I will be using a Outdoors Company in Boulder, Colorado. We will call it Bouldering Colorado. Genius right?

Step 1. Making a Google Account

You might already have a Google account, but if you don’t go ahead and put together a Google account. Once you’ve done that we can move on to the next step.

Step 2. Setting up a budget

Based on your current earnings you have a range of budgets. We will start with one dollar a day for this campaign.

Screen Shot 2018-03-30 at 12.08.46 PM.png

Step 2. Pick a Location

You could pick the surrounding countries or you can get more specific. You could your state or even the town your doing business in. We will be making our location Boulder, Colorado and the state of Colorado.

Screen Shot 2018-03-30 at 12.25.25 PM.png

Step 3. Networks?

Now you need to decide what kind of networks you would like to choose. You are automatically using the Google search, but then you have the choice to choose the display network. Display networks are websites with Google content and Google partners.

Screen Shot 2018-03-30 at 12.15.22 PM.png

Step 4. Keyword Research Time

So this so where it gets fun. Figuring out what keywords we will be using. Before we get too far we have to know what exactly keywords are.  Keywords are words or phrases that will help people find your content. Now how do you find these suckers?

Some great sites to find Keywords are:

  • answerthepublic.com
  • Wikipedia
  • Forums
  • Wikipedia
  • Google searches related to _ _ _ _ _ _
  • Amazon
  • Quora

Once you’ve find some keywords you can type them into Google keywords and see how many hits you will get with those words. Let’s say I want to look up: Boulder Colorado, Outdoor equipment, Boulder Colorado Outdoor’s Equipment, Colorado, Boulder Colorado Climbing, and Boulder Colorado Skiing. Once you enter them into the system Google will show you the results for each keyword. From there you can choose the best keywords for your business.

Screen Shot 2018-03-30 at 12.28.23 PM.png

5. Setting Bids

Once you have entered your keywords into Google. Google will recommend a bid for you  the ad. For this ad the suggested amount is $0.05. I told you that it would be inexpensive.

Screen Shot 2018-03-30 at 12.31.26 PM.png

6. Creating the Ad

For this step you need to enter your website URL, headline, sub-headline, and description. You will need attention grabbing headline! For this ad I created a Spring Sale that has an nearing expiration date.

Screen Shot 2018-03-30 at 12.47.39 PM.png

7. Looking at the Results

You can now look at the potential reach of your campaign. You can then go back an edit you campaign for more clicks and impressions. A impression is anyone that will see you ad. Hopefully this will be help you in your business ventures! Good luck in your Google Ading!

Screen Shot 2018-03-30 at 12.43.41 PM.png

Screen Shot 2018-03-30 at 12.40.33 PM.pngScreen Shot 2018-03-30 at 12.40.33 PM.png

 

Screen Shot 2018-03-30 at 12.40.33 PM.pngScreen Shot 2018-03-30 at 12.40.33 PM.pngScreen Shot 2018-03-30 at 12.40.33 PM.png

Instagram and Algorithms Version 37.0

What is a algorithm?

You have used algorithms for most of your life and you probably did not even realize it. Google has been using them for years and currently has some of the most specialized algorithms in the world. Google’s algorithms works by “reading” a webpage, then it prescribing a pre-ordained numerical value to each trait it is seeking on the page. That numerical value is then added to the end result. Thus, the web page that has the most desirable traits will rise to the top of the page rankings because the algorithm assigns it more importance. Many tech companies have tried to decode the algorithm, but the algorithm is extremely difficult to decode.

instagram logo.png

Version 37.0

Instagram has been known for trying out some new features of late and the new one involves algorithms. Yes, I said algorithms. The version 37.0 has now introduced the ability to follow hashtags. The way you follow the hashtag involves the same way you would follow any another account on instagram. There is one slight difference in the mix this time though. Instagram has created an algorithm to choose which posts will make the hashtag page. No one has currently attempted to decipher Instagram’s new algorithm. This is the #marketing page, which you can follow here !

Screen Shot 2018-03-24 at 3.15.43 PM

New Feed

The second side of the algorithm has changed for the way the feed works. Instagram announced on Thursday that it is once again adjusting the algorithm that controls the feed to ensure that users will be more likely to see newer posts as they scroll through the app. Instagram says based on your feedback, we’re making changes to ensure that newer posts are more likely to appear first in feed. With these changes, your feed

“will feel more fresh”

and you won’t miss the moments you care about. So if your best friend shares a selfie from her vacation in Australia, it will be waiting for you when you wake up. Over the next few months, we’ll be sharing more about improvements we’re making to feed. Hopefully Instagram will stick to their word and not stray far from their promise.