how reed.co.uk broke youtube click through rates - icrossing display day
DESCRIPTION
Find out how reed.co.uk managed to break YouTube click through rates - as presented at iCrossing UK Display Day 2014TRANSCRIPT
![Page 1: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/1.jpg)
How we broke YouTube click-through rates and 5 top tips so you might be able to do something as good in the future.
Oliver Hughes – iCrossing Jamie Bodkin – reed.co.uk
#iXdisplay
![Page 2: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/2.jpg)
Established 1995
UK’s First Multi Sector Job Site
First Website Launched by a Recruitment Agency
#iXdisplay
![Page 3: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/3.jpg)
240 members of staff
Monthly Visits: 14M
Monthly Regs: 200K #iXdisplay
![Page 4: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/4.jpg)
200,000 jobs
13,000 recruiters
ASOS, Emirates, Deloitte, Sky, Barclays, Diageo, EE, Santander…
#iXdisplay
![Page 5: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/5.jpg)
UK’s # 1 Job Site, More Share, More Awareness
iCrossing since Summer 2012
#iXdisplay
![Page 7: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/7.jpg)
Oh, yeah, we also Love Mondays… And we want the UK to Love Mondays too.
#iXdisplay
![Page 8: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/8.jpg)
Digital Performance Channels Rule The Roost Search, Remarketing, Aggregators, Email…
#iXdisplay
![Page 9: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/9.jpg)
Outdoor Built Brand.
Digital Supported.
![Page 10: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/10.jpg)
January 2012 – TV #iXdisplay
![Page 11: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/11.jpg)
#iXdisplay
![Page 12: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/12.jpg)
Huge Audience
43.7 43
38.6
30
23.1 22.6 22.3 21.6 21.2
27.4
1.8 1.3 0.5
ITV 4 Five ITV 2 More 4 ITV 4 ITV 3 Dave E4 YouTube 4OD ITV Player Sky Go
![Page 13: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/13.jpg)
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
6-14 15-24 25-34 35-44 45-54 55+
Huge Audience
![Page 14: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/14.jpg)
#iXdisplay
![Page 15: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/15.jpg)
Testing The Water
Ran 30 second ad
Supported September 2012 TV Campaign
1.06% CTR
£0.60 CPC
Not bad. A little unsatisfactory
Google HQ Video Workshops
Team left us one clear piece of advice…
![Page 16: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/16.jpg)
TIP #1
Build For The Platform. #iXdisplay
![Page 17: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/17.jpg)
#iXdisplay
![Page 18: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/18.jpg)
![Page 19: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/19.jpg)
#iXdisplay
![Page 20: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/20.jpg)
#iXdisplay
![Page 21: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/21.jpg)
#iXdisplay
![Page 22: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/22.jpg)
What Do People Look At On
#iXdisplay
![Page 23: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/23.jpg)
#iXdisplay
![Page 25: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/25.jpg)
And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8%
3.6% CTR #iXdisplay
![Page 26: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/26.jpg)
And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8%
#iXdisplay
![Page 27: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/27.jpg)
![Page 28: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/28.jpg)
So, What Did We Learn? It needn’t cost the earth
Plan early. Really early
Relevant creative is key
And…
![Page 29: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/29.jpg)
TIP #2
Integrate Agencies. #iXdisplay
![Page 30: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/30.jpg)
Enfranchise ALL
‘Multi Channel’ Thinking
Workshops
Regular Calls & Comms
Strategy Days
Let them get on with it…
![Page 31: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/31.jpg)
TIP #3
Data Underpins Creative. #iXdisplay
![Page 32: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/32.jpg)
#iXdisplay
![Page 33: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/33.jpg)
#iXdisplay
![Page 34: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/34.jpg)
![Page 35: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/35.jpg)
Qualitative Quantitive
#iXdisplay
![Page 36: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/36.jpg)
Celebrity
Gossip
Sports
Gaming
Fashion
Cooking
Health & Fitness
Cars
Music
Travel
parenting
What Do ? Users Like
![Page 38: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/38.jpg)
And, What? Extra targeting impacts cost, but…
Still competitive
Data showed we were speaking to relevant niches.
![Page 39: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/39.jpg)
TIP #4
Think Channel Agnostic.
#iXdisplay
![Page 40: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/40.jpg)
#iXdisplay
![Page 41: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/41.jpg)
#iXdisplay
![Page 42: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/42.jpg)
#iXdisplay
![Page 43: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/43.jpg)
TIP #5
Be Brave, Don’t Rest.
#iXdisplay
![Page 44: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/44.jpg)
Selling in can take time
Be brave, take some risks
Consider clever ways to save costs
Understand not everything will work
#iXdisplay
![Page 45: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/45.jpg)
What's Next For Us? Started planning for Jan 2015 Multi Channel / Multi Device Approach Try, test and learn some more 700% Budget Increase Over Two Years
#iXdisplay
![Page 46: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/46.jpg)
TIP #1
Build For The Platform. #iXdisplay
![Page 47: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/47.jpg)
TIP #2
Integrate Agencies. #iXdisplay
![Page 48: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/48.jpg)
TIP #3
Data Underpins Creative. #iXdisplay
![Page 49: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/49.jpg)
TIP #4
Think Channel Agnostic.
#iXdisplay
![Page 50: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/50.jpg)
TIP #5
Be Brave, Don’t Rest.
#iXdisplay
![Page 51: How reed.co.uk broke YouTube click through rates - iCrossing Display Day](https://reader033.vdocuments.us/reader033/viewer/2022060108/554ce1b0b4c905d1488b533b/html5/thumbnails/51.jpg)
#iXdisplay
Thank You