My Notes From The latest Google Partners Connect Event

How’s that for a headline?

I’ve been a Google Partner for four years now and this past year, Google has been working with Partner Agencies to host livestream events to educate us and our clients.

The latest event was focused on video advertising and all the great features YouTube has to offer.

Below you’ll find my notes from the latest Google Partners Connect.

But first, subscribe to Majestic Heli Ski

Fun facts:

• 31% of 18–49 american adults are light TV watchers (2 hours or less spent watching)
• 18% of the US population has never had cable TV
• And those who do watch TV, less than ½ of them watch the ads

YouTube has:

Big Reach

• 1B hours spent viewing YT every day
• 1.5B people are logged into YT every day
• YT reaches 91% of the online population in the US

Viewer Attention

• 93% ad viewability (most are actually watching)
• 95% ad audibility (most have the sound on)
• Users who see AND hear an ad are 2x as likely to remember your brand and 3x as likely to remember your ad #brandrecall #adlift

Precise Ad Targeting

• Core Affinity & In-market Audience
• Signals from Search and Maps as well as Google Display Network
• Life Events
• Behaviors

YouTube Ad Types:

Skippable Pre-roll

After 5 seconds, the viewer has the ability to skip. You pay ONLY if the viewer watches 30 seconds or to the end of the ad.

Best practice: make sure your brand name appears within the first 5 seconds and that the message/creative is compelling enough to keep them watching

:06 Bumper Ad

9 in 10 views drive significant lift in ad recall with average lift of +38%

Best practice: use in conjunction with skippable pre-roll to lower overall CPM

Companion Banner

Offered at no charge when you run a skippable pre-roll

Best practice: always use this, it will stay throughout the entire video whether or not the user skips the ad

CTA Overlay

Allows customers to visit your site, sign up for a newsletter, buy a product, etc.

Best practice: run a CTA on your videos to give viewers somewhere to go next

6 ways to grow your business with YouTube:

1. Understand the role of video as a marketing tool
2. Find your ideal target audience on YT
3. Develop great creative using YT tools (Check out YouTube Director!)
4. Measure the metrics that matter
5. Brand lift surveys
6. Get the help you need from a Google Partner (That’s me!)

Creative tips:

• Use skippable ad to introduce your brand / tell the story
• Use bumper ads to remind them of your brand/product

There you have it.

Let me know if you’d like to hear about future Google Partners Connect events, or if you want to chat about how video could be added to your marketing strategy.

If you’re interested in staying up-to-date with things happening in the marketing, technology and digital industries, subscribe to my newsletter Status:

I won’t spam you. I only share the need-to-know!