It doesn’t help that the media landscape is more fragmented than ever, making it difficult to isolate the impact of any ad placement, let alone optimize for it.
At Google, we work closely with clients to improve media measurement and have come to recognize marketing mix models (MMMs) as the most comprehensive way to understand ROI measurement across different media channels, both online and offline.
Analyzing a variety of advertiser MMM results over the years also helped us gambling data singapore identify key contributors to ROI growth for YouTube in particular. Our research shows that there are four main levers of video ROI: creative, ad format mix, reach and frequency, and audience.
Of course, optimizing each of these levers can look very different from advertiser to advertiser. All marketers should experiment to understand what works best. Doing so will help them make confident decisions about their campaigns, resulting in not only better ads, but better returns.
To understand how each of these works, let’s look at the stories of four brands who discovered firsthand how these levers increased their ROI.
4 Key Video ROI Levers
A list of the four primary levers of video RO1: 1. Creative, 2. Ad format mix, 3. Reach and frequency, 4. Audience
►1. Creative
Research has shown that effective creative accounts for nearly 50% of ROI. Google analysts and researchers have studied thousands of ads to understand
We call these elements the ABCD principles: attention, brand, connection, and direction. According to research conducted by Nielsen, ads that followed the ABCD principles generated a 30% higher sales lift than ads that didn’t adhere to them.
Google’s sales teams are equipped to help brands analyze and optimize their creative for YouTube to drive greater business impact.
Shapermint, a global e-commerce brand, wanted to boost its brand and drive product sales. Over the course of seven weeks, it ran experiments to understand which combination of creatives drove the best results for its YouTube advertising campaigns.
By alternating between user testimonials, product demos, and a special offer, each video had its own unique angle. Shapermint tested the impact of its message alongside other creative levers, such as length and pacing. As a result, the brand found its optimal mix of creative, assembling a powerful combination that reduced its cost per acquisition (CPA) by 21% and drove 50% more purchases.
