Amazon, Facebook, and Google Earnings: Takeaways for Advertisers

Amazon, Facebook, and Google Earnings: Takeaways for Advertisers

Advertising

The week of April 27 was especially important for the online advertising world. The three companies that account for nearly 70 percent of online ad spend – Amazon, Facebook, and Google – all announced quarterly earnings. Here was the first time advertisers would see the impact of the COVID-19 pandemic on ad spend. And the news was better than expected.

Amazon Advertising Surges

Amazon announced a rise in quarterly revenue as people sheltering in place increasingly relied on digital to manage their lives, including purchasing products. Amazon’s Advertising service saw a 44-percent increase in revenue (advertising is included in the “other” category in Amazon’s earnings). Why did Amazon’s advertising business do so well?

  • For one thing, consumers on Amazon are searching with intent to buy. And a lot of people are searching on Amazon. According to CivicScience, 49 percent of product searches start on Amazon, versus 22 percent on Google.
  • Amazon without question became a more attractive place to find things to buy as shelter-in-place mandates took hold. According to Learnbonds.com, Amazon’s monthly unique visitors for March, 4.6 billion, easily exceeded competitors such as eBay and Walmart.
  • Amazon was prepared to help advertisers build their visibility during the surge. As we have reported on our blog, over the years, Amazon’s advertising service has developed a number of products that have served Amazon and advertisers well. Those products include Sponsored Ads, Video Ads, and Display Ads, among others.

Amazon said it will plow its profits into COVID-19-related relief activities. As CEO Jeff Bezos said in a statement, “If you’re a shareowner in Amazon, you may want to take a seat, because we’re not thinking small. Under normal circumstances, in this coming Q2, we’d expect to make some $4 billion or more in operating profit. But these aren’t normal circumstances. Instead, we expect to spend the entirety of that $4 billion, and perhaps a bit more, on COVID-related expenses getting products to customers and keeping employees safe.”

Amazon’s steady development of an advertising service helped put the company in the position to be able to accommodate this expenditure.

Facebook and Google: Signs of a Turnaround

To no one’s surprise, both Facebook and Google saw a slowdown in revenue earned from online advertising, especially in March. But stock shares for both companies rose after they announced earnings. Why? Let’s take a closer look.

Facebook: More Users and Engagement

Facebook announced that even though ad revenue had dropped during the quarter, it was showing signs of turning around in April. Overall, quarterly revenue rose by $17.74 billion. As Facebook said in a statement, “After the initial steep decrease in advertising revenue in March, we have seen signs of stability reflected in the first three weeks of April.”

In addition, Facebook said that monthly active users had increased 10 percent year over year to number 2.6 billion, and engagement was up as people sheltering in place increased their use of social media.

The advertisers who maintained their spending levels during the dip in March benefitted by being present during the surge in user engagement, as we discussed on our blog.

Google: YouTube Is the Star

Meanwhile, Google’s parent company, Alphabet, reported quarterly revenue of $41.16 billion, a 13-percent year-over-year increase. Revenue from advertising rose 11.6 percent, with advertising from YouTube surging by 33.5 percent.

Alphabet acknowledged that online ad revenue had taken a hit because of COVID-19. But in an investor earnings call, the company’s Chief Financial Officer, Ruth Porat, said that “We have seen some very early signs of recovery in commercial search behavior by users.”

Because Google is very active in the travel and retail – industries that have been rocked by the pandemic – its performance actually exceeded expectations.

As with Facebook, advertisers who maintained their levels of spending benefitted as the general population shifted its behaviors online during the first quarter. As we noted on our blog, many businesses adapted their tone and content to demonstrate empathy with ads running on Google sites such as YouTube. Those businesses positioned themselves well.

What You Should Do 

Amazon, Facebook, and Google will continue to dominate the world of online advertising for the foreseeable future. Here is what we suggest:

  • Don’t go dark. Businesses that maintained their visibility online during the March advertising downturn benefitted from the increase in online engagement. Even as states ease up their shelter-in-place orders, social distancing is not going away anytime soon. We’re living in a digital-first world now amid longer-term behavioral changes. Being present with paid media means taking a digital-first approach.
  • Mind your tone. As I blogged in March, businesses need to do a gut check on the tone of their content. Many businesses have successfully incorporated empathy into their advertising while others have changed their messaging to focus on health and safety. Taylor Hart shared some examples of successful social media advertising in this blog post.
  • Be open to different forms of engagement. It’s important that businesses be ready to adapt different forms of engagement to reflect changing user behavior. For instance, as Facebook CEO Mark Zuckerberg pointed out during Facebook’s earnings call, livestreaming on Facebook is a more attractive alternative to live events. Moreover, Facebook had already been seeing a marked increase in use of its Messenger app before the pandemic. Héctor Ariza recently shared examples of ad products that capitalize on the popularity of Messenger. Given the increase in Facebook’s monthly average users, now is a good time to try those products.
  • Capitalize on new ad products. Google is fighting hard to protect its turf amid the rise of Amazon Advertising. The company continues to roll out new products to make the Google universe more appealing to advertisers. For instance, I recently blogged about how Google has adapted the YouTube masthead ad format for the era of connected TV. As Mark Smith discussed in December 2019, Google has been developing some impressive location-based advertising tools.

Contact True Interactive

We know how to create and manage online advertising that is appropriate for the times we are living in — don’t hesitate to reach out. We can help.

 

How Brands Can Be Meaningful during Unprecedented Times

How Brands Can Be Meaningful during Unprecedented Times

Advertising

When a disruption hits, businesses face the challenge of how to stay engaged with people in a meaningful and appropriate way. The question isn’t simply, what should they say? It’s also, how should they say it? Brands need to walk a fine line. They don’t want to launch advertising and organic content that comes across as tone deaf. At the same time, offering words of comfort, if done clumsily, might sound insincere. The COVID-19 pandemic is not the first time businesses have faced this challenge, nor will it be the last. And businesses are successfully rising to the occasion.

You might already be familiar with the Ford Motor Company’s response to coronavirus, in which the brand scotched suddenly irrelevant March Madness ads and focused on the simple message that payment relief is available to customers affected by COVID-19.

Here are some additional examples of brands striking the right tone when they reach out:

Hanes: Keeping It Simple

Hanes has kept things short and sweet in social media announcements that lay out the facts: namely that the company is retrofitting some of its production facilities to make medical masks. The global apparel manufacturer, which has dedicated factories normally devoted to the production of tee shirts and sweatpants to that of masks, expects, at peak output, to manufacture approximately 1.5 million masks a week. The production switchover is certainly laudable. At the same time, it can be awkward for a brand to share this kind of news without falling prey to being sentimental or committing a or humblebrag. Hanes manages to avoid both pitfalls by sticking to the facts, even as the business demonstrates its grasp of what it means to be human: the post ends with an appeal to practice not only social distancing, but also kindness.

Budweiser: Walking the Walk

A crisis demands that we dig deep for our noblest responses, and Budweiser respects that impulse in a recently released ad. Over a piano score, the brand honors those who are stepping up in this age of COVID-19, from healthcare workers to musicians providing joy via shelter-in-place balcony serenades. But Budweiser doesn’t stop at a shout-out. In an acknowledgement that sports are currently on pause, the ad uses sports team names (e.g., Warriors and Angels) to  describe the heroes of COVID-19. Then Budweiser goes on to announce the company’s shift of sports investments to “help our heroes on the front lines/By using stadiums to host American Red Cross blood drives during the COVID-19 crisis.” Budweiser understands the power of not only naming the heroes, but being one.

Little Caesar’s: Still Open, Still Safe

Restaurants everywhere have been rocked especially hard as shelter-in-place mandates have taken hold. Unfortunately for them, confusion has often arisen as to what shelter-in-place restrictions actually mean. Is restaurant food available? And if it is, is it even safe to eat? Little Caesar’s speaks to these questions and fears in a tightly edited 15-second spot that provides reassurance on several levels. First, as opening shots of happy eaters over the years attest, Little Caesar’s encourages viewers that the pizza has always been, and continues to be, delicious and available. From there, the ad moves quickly to the promise that the pies are “never touched after [cooking]” and “available by non-contact carryout and free delivery.” Little Caesar’s knows that familiar pleasures like pizza bring solace in times of uncertainty; their ad provides comfort and practical intel in equal measure.

Jack Daniel’s: Reflecting Our Current Reality

Jack Daniel’s encourages social distancing in a recently released spot that depicts loved ones continuing to connect from afar in innovative, goofy, and moving ways (sometimes, but not always, over happy hour). In a series of vignettes set against the backdrop of Cyndi Lauper’s song “True Colors,” Jack Daniel’s manages to celebrate the resourcefulness of social humans being asked to temporarily be the exact opposite. The ad wraps up with a simple written coda: “Dear Humanity, Cheers to Making Social Distancing, Social. With Love, Jack.” Jack Daniel’s understands what we’re missing, and in reminding us of the ways we can still connect, instills hope.

Contact True Interactive

These demonstrations of support and sympathy matter. And when the crisis does eventually subside, people will carry within them a feeling of how they were treated. As you work to connect with and support your customers, during the age of coronavirus and beyond, don’t hesitate to reach out. We can help.

Advertisers, Watch Your Referrals

Advertisers, Watch Your Referrals

Google

At True Interactive, we use tools such as Google Analytics to monitor and measure everything we do. And doing so includes keeping close tabs on referral traffic. Referral traffic consists of visits that come to your site from sources outside of Google’s search engine. When someone clicks on a hyperlink to go to a new page on a different website, Google Analytics tracks the click as a referral visit to the second site. Referral traffic is a recommendation from one site to visit another — like an assist from one basketball or hockey player to another leading to a score.

Referral traffic helps you understand how people find your website. With good referral data, you can understand, for instance, whether your Facebook or Instagram pages are sending traffic to your site (and how much traffic).

But you need to keep a close watch on how Google Analytics measures referral traffic in order to get a true measure. Recently, for one of our clients, we noticed that Google Analytics was reporting a sharp increase in referral traffic from payment sites such as Affirm and Paypal. When we looked under the hood, we noticed that Google Analytics was giving those payment sites credit as the referring sites for customer transactions.

Now, payment sites are essential for a transaction to occur. They make the web more seamless by making online checkout happen faster. Customers making purchases on ecommerce sites probably don’t even notice when they’re referred to a third-party payment site to complete a purchase. But that doesn’t mean Affirm or Paypal should get credit as the referring site. Affirm ensures the purchase happens easily. But Affirm becomes part of the picture after a customer has decided to make a purchase, not before.

Fortunately, we monitor Google Analytics data closely. We acted quickly by adding the third-party payment sites in question to the referral exclusion list, or a list of domains whose incoming traffic is treated as direct traffic (instead of referral traffic) by Google Analytics. We were able to course-correct quickly enough to ensure that we continue to provide our clients accurate data.

The lessons here:

  • Watch your referral traffic closely.
  • If you find a spike in referrals for third-party payment sites, take a closer look at your referral exclusion list. The payment system might be getting an inordinate amount of credit that another site should be getting credit for.

How closely do you monitor your Google Analytics data?

Contact True Interactive

To succeed with online advertising in 2020, contact True Interactive. Read about some of our client work here.

How Video Ad Standards on Google Chrome Are Changing in 2020

How Video Ad Standards on Google Chrome Are Changing in 2020

Google

Get ready for a world with fewer intrusive video ads.

On February 5, Google announced that video ads deemed to be intrusive will stop appearing on Chrome beginning August 2020. Chrome will stop showing all ads on sites in any country that repeatedly show the following kinds of video ads:

  • Long, non-skippable pre-roll ads or groups of ads longer than 31 seconds that appear before a video and that cannot be skipped within the first 5 seconds.
  • Mid-roll ads of any duration that appear in the middle of a video, interrupting the user’s experience.
  • Image or text ads that appear on top of a playing video and are in the middle 1/3 of the video player window or cover more than 20 percent of the video content.

These restrictions apply to short-form video content defined as eight minutes or less in length.

Why Google Announced a Change

You might be wondering why Google identified those specific ad formats. Google is following recommendations from the Coalition for Better Ads, the organization responsible for the Better Ads Standards that inform companies such as Google on user feedback about ads that work and ads that do not. On February 5, the Coalition for Better Ads announced the recommended changes to video ad formats based on research from 45,000 consumers globally. According to the Coalition for Better Ads:

The research found strong alignment of consumer preferences across countries and regions for the most- and least-preferred online ad experiences, supporting the adoption of a single Better Ads Standard for these environments globally. The Coalition’s Better Ads Standards identify the ad experiences that fall beneath a threshold of consumer acceptability and are most likely to drive consumers to install ad blockers. More than 100,000 consumers have participated to date in the Coalition’s research to develop its set of Better Ads Standards.

As a result, Google said that starting August 5, 2020, Chrome will stop showing such ads on sites. Google also said that it will review YouTube video content for compliance with the standards. In addition, “Similar to the previous Better Ads Standards, we’ll update our product plans across our ad platforms, including YouTube, as a result of this standard, and leverage the research as a tool to help guide product development in the future.”

Note that the standards for short-form video do not apply to other environments like feeds or over-the-top (OTT).

What You Should Do

Change is coming. It’s time to prepare:

  • Per Google, if you operate a website that shows ads, consider reviewing your site status in the Ad Experience Report. This is a tool that helps publishers understand if Chrome has identified any violating ad experiences on your site.
  • Review your YouTube game plan. YouTube will be affected by the blocking of midroll ads but not the other two types identified above.
  • Ask your ad agency how they will ensure that ads they create are compliant.

At True Interactive, we are monitoring this development closely and are well prepared to help our clients thrive in this new environment. We manage video ads all the time and understand how to ensure compliance.

Contact True Interactive

To succeed with online advertising in 2020, contact True Interactive. Read about some of our client work here.

What Comes After the Super Bowl LIV Ads?

What Comes After the Super Bowl LIV Ads?

Advertising

Are you ready for some Super Bowl ads? At this point, Super Bowl advertising has become something like Black Friday: not a single day of activity like it used to be, but a phenomenon that stretches over a period of days. As of this writing, we’re seeing a number of high-profile brands rely on digital to extend the Super Bowl ad experience days and weeks prior to the big game. For example:

  • Porsche has returned to the Super Bowl ad derby for the first time since 1997 with a spot that introduces its new Taycan electric car. Through a 2-minute+ movie, “The Heist,” Porsche depicts the Taycan in an exciting chase shot in Germany, with Porsches flying through Heidelberg and the Black Forest in scenes worthy of James Bond.

  • Budweiser goes for a purpose-driven approach, with an emotional vignette of Americans performing acts of kindness. The spot, “Typical American,” urges, “America, look beyond the labels. You might be surprised by what you find.” Here we see another brand going for a powerful narrative, but without overtly promoting the product in this case.

  • Little Caesars uses storytelling to show that you can do a direct-response Super Bowl ad. Little Caesars’s First-Ever Super Bowl ad promotes delivery with savings of $5 or more versus the competition. But this being the Super Bowl, Little Caesars goes high profile by featuring actor Rainn Wilson in a spot available now.

 

You can see many more Super Bowl ads exploding across the digital world here.

Now here’s the most important question: what comes next after these brands actually run their Super Bowl ads?

Creative Parity

Super Bowl advertisers face the challenge of achieving creative parity, or ensuring that your branding is consistent across all the touch points where consumers encounter an ad.

As I wrote in a Super Bowl related blog post in 2019, what happens after you buy digital or offline media is just as important as buying that space itself — sometimes more important. A 30-second TV ad for Super Bowl LIV costs $5.6 million. That’s why businesses want to maximize the value of Super Bowl ads by sharing them, often through inventive storytelling, well beyond the big game. So, advertisers complement TV ads with video ads, display/remarketing banners, emails, social media pushes, and paid search support (to name a few).

Creative parity is harder to achieve as a brand distributes creative assets online and offline. But it’s essential to embrace creative parity or else all the hard work you put into a Super Bowl ad will be wasted when your audience sees a confusing and completely different message in the content you share on your website or social media.

Creative parity is also about customizing advertising assets across the entire purchase funnel, from top, to middle, to low. For instance, at the top of the funnel, a brand might launch a high-concept Super Bowl ad that raises awareness for a campaign or new product. At the middle of the funnel, a business may share, via retargeting, shorter bursts of content with clear calls to action in order to encourage consumers to take an action such as clicking on a banner ad. At the bottom of the funnel, promotions and call-to-actions really begin to be applied in earnest. In some cases the banners themselves disappear, as in branded paid search, but we are able to use similar language mixed in with specific promos based on the search term a user enters.

You can read a lot more about creative parity in my post, “Why You Should Strive for Creative Parity with Advertising.”

What’s Next for Super Bowl Advertisers?

So, how will Super Bowl LIV advertisers achieve creative parity? Right now, the Super Bowl derby is at the awareness stage, largely through earned, paid, and social media. (Let’s face it: journalists are always looking for content to discuss leading up to the big game. These ads meet that need nicely.) The notable exceptions are Little Caesars, which is using digital to not only raise awareness but also consideration and purchase as it seeks to take a bite out of pizza delivery sales on a huge day for pizza delivery; and Budweiser, which also banks on awareness pre-game to increase sales of its product as people shop for snacks and beverages to enjoy during the game.

In addition, the consumer packaged goods and alcohol brands generally have the strongest opportunities to lead consumers down the purchase funnel after the game, which is why so many flock to the big game with ads. Beverage SodaStream will debut its first Super Bowl ad under its PepsiCo ownership, also creating a hopeful cause-effect. Meanwhile, Planters faces an unexpected disruption of its own Super Bowl plans. The company unveiled a wildly popular “Death of Mr. Peanut” ad days ago, a humorous depiction of the iconic mascot sacrificing his life to save the lives of actors Wesley Snipes and Matt Walsh. Planters had choreographed a narrative about Mr. Peanut that would include a funeral held during the big game itself. But the tragic death of basketball legend Kobe Bryant, his daughter, and seven others in a January 26 helicopter crash compelled Planters to put the ad on pause. Whether Planters decides to re-instate the campaign remains to be seen.

I’ll be watching the days and weeks following Super Bowl LIV to see how well some of these notable brands achieve creative parity.

Contact True Interactive

To achieve creative parity with your online advertising, contact True Interactive. We’re an independent agency that optimizes branded interactions to drive traffic and increase sales.

 

 

What Is the California Consumer Privacy Act (CCPA)? Advertiser Q&A

What Is the California Consumer Privacy Act (CCPA)? Advertiser Q&A

Marketing

The California Consumer Privacy Act (CCPA) takes effect on January 1, 2020. The forthcoming law symbolizes how consumer privacy is increasingly taking center stage among governmental bodies in the United States. Preliminary estimates suggest it will cost businesses $467 million to $16.5 billion to comply in coming years.

At this point, it’s safe to say that every major advertiser is aware of the CCPA. But it’s not always easy to understand exactly what this omnibus legislation is all about. So we’re going to answer some question that we’ve been getting. Check it out – the CCPA might apply to you whether or not you do business in California, so it’s important to understand it:

What Is the CCPA?

The CCPA is new legislation designed to enhance privacy rights of California residents. With a population of nearly 40 million, California is considered a bellwether state. Many privacy experts are watching the CCPA closely because of its potential impact on how privacy is legislated across the United States.

How Does the CCPA Enhance the Privacy Rights of California Residents?

The CCPA grants new rights to California consumers, per the CCPA website:

  • The right to know what personal information is collected, used, shared or sold, both as to the categories and specific pieces of personal information;
  • The right to delete personal information held by businesses and by extension, a business’s service provider;
  • The right to opt-out of sale of personal information. Consumers are able to direct a business that sells personal information to stop selling that information. Children under the age of 16 must provide opt in consent, with a parent or guardian consenting for children under 13.
  • The right to non-discrimination in terms of price or service when a consumer exercises a privacy right under CCPA.

What Does the CCPA Require of Businesses?

In a single sentence: the CCPA imposes requirements on how businesses collect, use, and disclose information about California residents.

But the legislation is dense and difficult to untangle. Per the CCPA website, businesses must fulfill these obligations:

  • Businesses subject to the CCPA must provide notice to consumers at or before data collection.
  • Businesses must create procedures to respond to requests from consumers to opt-out, know, and delete.
    • For requests to opt-out, businesses must provide a “Do Not Sell My Info” link on their website  or mobile app.
  • Businesses must respond to requests from consumers to know, delete, and opt-out within specific timeframes.
    • As proposed by the draft regulations, businesses must treat user-enabled privacy settings that  signal a consumer’s choice to opt-out as a validly submitted opt-out request.
  • Businesses must verify the identity of consumers who make requests to know and to delete, whether or not the consumer maintains a password-protected account with the business.
    • As proposed by the draft regulations, if a business is unable to verify a request, it may deny the request, but must comply to the greatest extent it can. For example, it must treat a request to delete as a request to opt-out.
  • As proposed by the draft regulations, businesses must disclose financial incentives offered in exchange for the retention or sale of a consumer’s personal information and explain how they calculate the value of the personal information. Businesses must also explain how the incentive is permitted under the CCPA.
  • As proposed by the draft regulations, businesses must maintain records of requests and how they responded for 24 months in order to demonstrate their compliance.
    • In addition, businesses that collect, buy, or sell the personal information of more than 4 million consumers have additional record-keeping and training obligations.

In coming months, what’s likely going to happen is that businesses will learn through trial and error. Stay tuned. And learn from the inevitable violations that are bound to make the news.

Who Must Comply with the CCPA?

Companies doing business in California subject to the CCPA if one or more of the following are true:

  • Has gross annual revenues in excess of $25 million.
  • Buys, receives, or sells the personal information of 50,000 or more consumers, households, or devices.
  • Derives 50 percent or more of annual revenues from selling consumers’ personal information.

I’m Not Based in California. Do I Need to Worry about the CCPA?

The conditions stipulated above may indeed apply to you if you are outside California. For instance, if you are buying, receiving, or selling the personal information of 50,000 or more consumers, households, or devices in California, CCPA may apply to you regardless of where you are located. Read this insight for more detail.

What Is the Penalty for Noncompliance?

Businesses may be fined up to $7,500 for violation. Businesses could also face civil damages of up to $750 per violation, per user. The key phrase here is “per user.” A major violation could cost a business millions.

Will More States Enact This Kind of Legislation?

They already are. Nevada has enacted its own version of the CCPA already. Here is more information on how other states are enacting privacy legislation.

How Do I Ensure I Am Compliant?

A number of security firms provide compliance services. Unless you have a strong in-house security team, your best bet is to look for compliance help from a specialist.

Contact True Interactive

To manage advertising online effectively, contact True Interactive. We’re here to help!

Photo by Glenn Carstens-Peters on Unsplash

How the YouTube Masthead Ad Format Connects with Television Audiences

How the YouTube Masthead Ad Format Connects with Television Audiences

YouTube

We’ve blogged about the fact that in an era of connected TV, audiences are increasingly watching content that advertisers can’t sponsor — there are no ads on Netflix (yet), for example. But Google is sensing and responding to this reality, as evidenced by the launch of the YouTube Masthead ad format for TV. Essentially, YouTube is helping brands find a new way to get onto TV screens — and into the hearts and minds of viewers.

What Is YouTube Masthead for TV?

YouTube Masthead formatted for television is a response to changing viewing habits. Audiences can access YouTube on their TV screens, and because YouTube is free, it represents a new frontier for brand advertising. As described in Instapage, “[a] YouTube Masthead is a digital billboard placed on YouTube’s homepage for 24 hours, reaching roughly 60 million people (YouTube receives 1.8 billion users/month).”

The YouTube Masthead doesn’t use search histories to earmark users based on their interests or demographics (note that you can target a country where you would like an ad to be shown, though). The Masthead simply appears right on the network’s homepage, allowing brands to reach consumers as soon as they access the YouTube app on their TV. The Masthead, which takes up some prominent real estate at the top of the screen, best serves brands that have the desire, and the budget, to maximize exposure across a sweeping, non-targeted audience. On its blog, YouTube provides an example from an early tester, Ford.

Why YouTube Masthead?

In adapting the YouTube Masthead ad format for TV, Google is capitalizing on the fact that while consumers may have cut the cord on linear TV, they are still using their televisions to experience streaming platforms like YouTube. According to the Google blog, “daily [television] watch time tops 250 million hours per day.” TV screens are still a powerful place where brands can enjoy maximum exposure.

And YouTube Masthead ads seemingly deliver. According to Instapage, Google and Compete researched the impact of YouTube homepage ads. Their findings demonstrated that users “exposed to a YouTube Masthead were four times more likely to visit the advertiser’s website, search for their brand, or engage with even more of their videos.” And because YouTube’s content is so diverse (everything from baking tutorials to the Coachella music festival streamed live) the consumer base will be large and diverse, as well.

How to Move Forward with Masthead

Given the broad reach of the YouTube Masthead format, advertisers will want to keep a few things in mind before diving in:

  • Even though Masthead ads are not targeted, it’s important to remember who is drawn to YouTube in the first place. Know the platform: what videos are trending, for example. Remember that YouTube has a strong focus on entertainment. Is your product a good fit for the typical YouTube consumer?
  • Avoid inside jokes for a specific group. You don’t want your ad to be so broad that it’s boring, of course, but keep it accessible to the large audience you’ll be reaching.
  • You want to stir curiosity with your ad. But remember, given the wide-ranging audience, not all viewers will be inclined to buy. Learn about the features YouTube Masthead makes available — from videos to social shares — and offer consumers different ways to explore your brand, depending on their level of interest or engagement.

Contact True Interactive

Curious as to whether YouTube Masthead is a good fit for your brand? Wondering if there are other ways you can leverage television viewership in this era of connected TV? Contact us. We can help.