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Targeting Options

Overview of the targeting options.

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Targeting Options

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  1. YOUTUBE ADVERTISING People based Content based TARGETING OPTIONS 1

  2. TARGET OPTIONS What kind of options do you have for targeting? YouTube can play a decisive role throughout each stage in the Customer Decision Journey (CDJ). From awareness to consideration and conversion. With its huge reach and many upper funnel broad audiences, YouTube is the perfect platform to come in contact with your target audience and inspire them. Subsequently, YouTube offers multiple targeting options to build and create meaningful long-term connections. Finally, through Google’s data insights, YouTube has shown to be a working platform for always-on presence and performance based advertising. 1. 2. People based Content based 2

  3. PEOPLE BASED People based targeting Demographic targeting: Reach people with a certain age, gender, parental status and family income. In this way it’s possible to reach the target audience that’s most likely to be interested in your product or service. Detailed demography: Find your target audience based on additional traits like marital status, college degree or living situation. For example, target house owners, students or parents. Interest targeting: Target people who’ve shown interest in certain topics. See the next page for all types of interest targeting. (Video) Retargeting: Create an additional point of contact with people that have already seen a video of yours or have interacted with your video in any other way. 3

  4. PEOPLE BASED Demographic targeting Reach people with a certain age, gender, parental status and family income. In this way it’s possible to reach the target audience that’s most likely to be interested in your product or service. 4

  5. PEOPLE BASED Demographic targeting Find your target audience based on additional traits like marital status, college degree or living situation. For example, target house owners, students or parents. 5

  6. (Video) Retargeting: Create an additional point of contact with people that have already seen a video of yours or have interacted with your video in any other way. 6

  7. PEOPLE BASED People based targeting Affinity audience targeting: Upper funnel targeting option to find people that already have shown interest in quite broad topics like ‘luxury shoppers’ or ‘auto enthusiasts. Custom affinity audience targeting: Targeting tailor-made audiences based on keywords, URL’s and apps such as ‘Sport shoes’ or ‘Best running shoes’, combined with nike.com/sportshoes and several sport shoe apps. In-market audience targeting: Find people that are actively researching products and consider buying a service/product (e.g. watches). Custom intent audience targeting: Performance based targeting option to target a tailor made audience that searched specific words on Google like ‘Buy paint’ or ‘Cheap paint’. This searching behavior indicates that they’re very close to the actual moment of purchase. Life events targeting: Reach people around life milestones such as graduation, moving, marriage or a job switch. Movings could be an interesting life event to target with furniture advertisements. 7

  8. PEOPLE BASED Affinity audience targeting Upper funnel targeting option to find people that already have shown interest in quite broad topics like ‘luxury shoppers’ or ‘auto enthusiasts. 8

  9. PEOPLE BASED Custom intent audience targeting Performance based targeting option to target a tailor made audience that searched specific words on Google like ‘Buy paint’ or ‘Cheap paint’. This searching behavior indicates that they’re very close to the actual moment of purchase. 9

  10. PEOPLE BASED In-market audience targeting Find people that are actively researching products and consider buying a service/product (e.g. watches). 10

  11. PEOPLE BASED Life events targeting Reach people around life milestones such as graduation, moving, marriage or a job switch. Movings could be an interesting life event to target with furniture advertisements. 11

  12. CONTENT BASED Content based targeting Placement targeting: target specific placements in the form of YouTube channels and/or YouTube videos (e.g. Gardening Australia channel or specific gardening videos). Topic targeting: a broad YouTube targeting option where the video is shown on channels and videos around certain topics/subjects like ‘Painting’ or ‘Home decoration’. Keyword targeting: show the advertisement video around channels and videos based on keywords related to those channels/videos. For example: target ‘cooking’ and find the video on all channels and videos related to this keyword. 12

  13. CONTENT BASED Placement targeting Target specific placements in the form of YouTube channels and/or YouTube videos (Gardening Australia channel or specific gardening videos). 13

  14. CONTENT BASED Topic targeting A broad YouTube targeting option where the video is shown on channels and videos around certain topics/subjects like ‘Painting’ or ‘Home decoration’. 14

  15. CONTENT BASED Keyword targeting Show the advertisement video around channels and videos based on keywords related to those channels/videos. For example: target ‘cooking’ and find the video on all channels and videos related to this keyword. 15

  16. TARGET OPTIONS Additional targeting options Device targeting: possibility to only be visible on tablet for example. Targeting on operation system, device model and network is also possible. Time targeting: targeting option to show the ad on specific days and hours of the day. Language targeting: reach the target audience based on their language settings and language of the website they are visiting. Location targeting: in- and exclude countries, places and postal codes. Radius targeting from 1 to 500 mile/km possible too. 16

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