An agriculture company produced a “Tech at Work” video series for its YouTube channel, but saw few views and low-channel engagement despite having dozens of videos and a dedicated in-house YouTube team. Their team wanted to expand the reach and video completions in order to see a greater return on their creative investment. However, this proved to be tricky since most of the video content was longer than 5 minutes, which often loses the user’s attention unless they are highly invested or are already brand loyalists.
The True Independent Holdings team recommended multiple YouTube placements to meet the client’s goals. TrueView in-stream and bumper ads with the “Tech at Work” video was recommended to increase awareness, with the goal of encouraging users to watch the full series on the client’s YouTube channel. Furthermore, the users who either watched the full bumper ad or 30 second in-stream videos would be captured in the brand’s retargeting pool so they could be retargeted with other relevant content in the series.
Additionally, the team recommended adding in Discovery ads that would appear in the YouTube search results and YouTube video suggestions. In this placement, users are redirected to watch the full video on the brand’s channel page, thus meeting the goal of increased video views.
Despite a quick turnaround time, the team was able to achieve outstanding results from the campaign. At an approximately $100,000 investment, the ads were able to drive more than 53 million impressions across the United States and Canada at an average completion rate of 55%, exceeding the 40% average benchmark. Cost per completed views were also efficient at just $0.04, also outperforming the $0.05 goal. Finally, this investment improved the brand’s overall organic presence, achieving over 100,000 earned views across videos that were not part of the campaign.
Where can I get some?
YouTube is a great channel to drive awareness and inspire action all in one. To further capitalize on your video advertising and grow your brand, talk to the team at Coegi and discuss your brand’s goals.