Page 188 - Social Media Marketing for Dummies

» Brand channel: This category offers several levels of customization for a
channel dedicated to your brand. The customizations include how the page
looks, what videos are promoted, and how users are drawn to it. This is
different from a user channel, which is free when you sign up.
» Mobile: Video ads are served up on your customer’s mobile devices — iPhone,
Android, and BlackBerry. Comscore lists YouTube as the number one destina-
tion for mobile video.

With these paid tactics, YouTube provides all the standard media metrics with
YouTube Insights. These include impressions, click to play, click-through rate, and
quartile viewed in addition to the community metrics (likes, views, and comments).
A quartile view shows the data segmented in equal quarters so that you can determine
how well each is doing. Also included in the metrics, are demographics, locations of
viewership, viewer sources (where the users came from to view the video), and how
much of the video they viewed. These metrics are so illuminating that they’re now
forcing advertisers to rethink how they create videos.

You can also target these advertisements to run next to select partner content, if
you prefer. This placement matters to many marketers who worry about what
their own advertisements (video or otherwise) may appear next to.

FIGURE 10-5:
A home page ad
on YouTube.

172 PART 3 Reaching Your Audience via Mainstream Social Platforms