Monthly Archives August 2012

5 Reasons to Try YouTube Ads & Setup Tips

August 20, 2012

By flightpath

In online advertising, Google search, Facebook and Twitter get most of the press, but if you’re a brand with quality videos that you don’t think are getting the views they deserve, YouTube ads are a viable option.

While everyone who posts a video to YouTube holds out hope that their video will go viral, the truth is, the odds are slim of that ever happening. (Unless you specialize in Cute Cat Videos. Then, you’re basically guaranteed 18 bazillion views. That’s a scientific fact.)

The same is true for brands with video content (in a post earlier this summer, we documented the failed Men in Black III YouTube channel). Sometimes, you need to get out there and push. In online advertising, Google search, Facebook and Twitter get most of the press, but if you’re a brand with quality videos that you don’t think are getting the views they deserve, YouTube ads are a viable option. Here are five reasons why, along with some tips on how to optimize your ads.

Reason #1: Setup Is Easy
YouTube is owned by Google, and setting up a YouTube ad campaign is very similar to setting up an AdWords campaign. In fact, YouTube ads have been incorporated into AdWords, and that’s where you’ll create your campaign. The first thing you want to do, if possible, is link your YouTube account with your AdWords account. This gives you more robust analytics for your YouTube ads right in your AdWords dashboard. You can run ads without linking the accounts, but you’d be missing out on lots of data, and since you run the ads through AdWords, you might as well link them. Here’s how.

Click on the “New campaign” box in the Campaign section of AdWords, as seen below, and then select “Online Video”:

You’ll be taken to the “Create new video campaign” screen, but don’t fill it out yet. First, on the left hand “Shared library” menu, click on “Linked YouTube Accounts”:

Next, click on the blue “Link YouTube account” box in the window that pops up.

Even if your YouTube account has a different login and password from your AdWords account, they can be linked. Once this is done and the accounts are connected, you’re ready to set up a campaign.

Go back to the main setup for a Video Campaign:

Here you can name your campaign (we suggest going with something more descriptive than “Campaign #1,” because if you run more than one campaign over time, it’ll get confusing), set your daily budget and choose locations. You’ll also get to select a video from your just-linked YouTube account to use in your ads. Next, you can set your max CPV (cost per view), groups you want to target (say you have a comedy short you want to promote, you can target “Humor” and then the “Spoofs and Satire” categories in YouTube), and include any keywords you want your ad to show for.

And then you’re ready to make an actual ad. In the “Ads” tab on your dashboard, click on the “New Video Ad” box. You’ll first have to choose a video you want to advertise:

Once that’s done, it’s time to write your ad. This is done exactly as you would with an AdWords ad. Write a Headline, two Description lines, a Display URL and a Destination URL (you can have the ad take the viewer to the video’s YouTube page or to your YouTube channel). You’ll get to pick a still from your video to act as the ad’s image, and can preview it in real-time.

Reason #2: They’re Not Crazy Expensive
In the world of pay-per-click advertising, a campaign can get expensive as keywords become more competitive. It can obviously be worth it, and sometimes it’s a necessity – but average cost-per-clicks (or CPVs, in this case) are relatively low with YouTube ads, meaning you can drive visits to your videos for less money on a per-click basis. And if you have quality video content that can spread the word about your brand or services, YouTube ads can be one of the more cost-effective ways to spread your message.

Reason #3: Free Link To Your Website
You know those pop-up ads that overlay a video you’re watching? They’re actually free to the owner of the video and video advertiser. The call-to-action overlay, as Google calls it, takes you to an external site, and features a headline and short copy. So while someone is watching your video, you can get an ad pointing to your website at no charge. It’s a real, quantifiable bonus to running a YouTube ad campaign. (Note: Call-to-action overlays are only available if you’ve linked your YouTube and AdWords accounts.)

After you’ve created your ad, click on “Videos” in your dashboard:

You’ll see all your videos related to that campaign. In the first column, called “Video,” you’ll see this underneath the link and description of the video:

Click on the plus sign, and you can create (and later edit or delete) your free call-to-action overlay, which will appear when your video is played. You write it the same way you would an AdWords or YouTube ad, with a Headline, Description, Display URL and Destination URL:

Click-through-rates for these aren’t huge. But to get a free ad and link to your site in such a visible place is a real added value.

Reason #4: Have It Your Way
YouTube offers four different Ad Formats: In-search (your ad appears above YouTube search results), In-slate (users have the option of choosing your ad and watching some of your video, amongst others, before viewing their video), In-display (your ad appears as a suggestion to the right of a YouTube video) and In-stream (your ad shows as a preview before another video). When choosing a format, you’ll get to preview what each will look like in action:

You can choose one or all of the options, and experiment as you wish. It’s a great way to cast as wide or small a net as you want with your ads, and see which format works best for your content and target audience.

Reason #5: They Work
While there are no guarantees of success in online anything, there are enough options within YouTube’s advertising mechanism that you can really make them work for you and drive views of your videos. The real question is, is it worth it to your business to pay for video views? The answer will be different for everyone. But if you do have video content that you want people to see, that will make a difference for your business, then YouTube ads are a great tool to make it happen.

Progressive Vs. Matt Fisher & Social Media

August 16, 2012

By flightpath

We’ve talked about this phenomenon before, when it happened to Netflix and other companies, but a new social media revolt that has emerged in the last couple of days is particularly interesting: Progressive Vs. comedian Matt Fisher and Social Media. Fisher wrote a blog post called, “My Sister Paid Progressive Insurance To Defend Her Killer In Court,” detailing how his sister, Katie, died in a car accident and the ways Progressive has tried to avoid paying the balance of her policy – such as providing legal assistance to the other motorist during the resulting trial. (This is is something Progressive disputes.) As a result of the post, Progressive was bombarded with social hate mail. It’s hard to blame people for reacting the way they did; it’s an ugly story.

But this whole issue, from the brand side, raises real questions about social media. Should all types of businesses have a social presence? Is there a quantifiable value in having Facebook and Twitter pages? Are you only on Facebook because your competitors are, and is that reason enough? Social has created a new dynamic in customer service and relationships, as things can get very public very fast, and the more damning the experience, the bigger the story is likely to get. And most brands are still figuring out how to manage public relations issues in the digital landscape. It’s not easy, and it just goes to show what powerful tools these channels are, for both brands and customers.

Today, Progressive announced a settlement with the Fisher family. Would it have happened this quickly without the pressure brought about by social media? Probably not. Will the whole ordeal do lasting damage to the perception of the company? Hard to say, but these things do tend to fade away over time. But if ever there was a cautionary tale about how social media has changed the way we interact with each other and with the companies that play a role in our lives, it’s this. Ultimately, the one basic truth about social media is that it amplifies conversations and is empowering, for better or worse. For better, because it gives people like the Fishers a chance to get things done and speak their minds, and maybe enact real change; and it does give brands a chance to really engage with their customers, in good times and bad. For worse, because of the anonymous pile-on element that social seems to provoke in people. And you have to be prepared for both. Progressive learned this the hard way.

BlogHer 2012: Photo Journal

August 7, 2012

By flightpath

As you may remember from last week, we were counting down the days to BlogHer 2012 and it finally arrived! We here at Flightpath thought that we should share the highlights in a photo journal. Enjoy!

As you may remember from last week, we were counting down the days to BlogHer 2012 and it finally arrived! We here at Flightpath thought that we should share the highlights through photos of our experience this past weekend. Enjoy!

A warm (digital) welcome by President Barack Obama to start off the conference.

Samsung was one of the many brands that participated as a sponsor with a showroom to display the new and soon-to-launch products for work and play.

There were floors filled with a variety of brands in technology, fashion, home, cooking and more that offered incentives such as sweepstakes, giveaways and contests. It was the platform for brands to share their elevator pitch and get products into the hands of bloggers, not only for media consideration but as potential new customers.

Me striking a pose as I’m making way through the the crowded floor, but I can’t beat Betsy’s modeling skills…

We think Betsy nailed it with her signature pose and should win America’s Top Social Media Model. Tyra would be so proud. Just an example of how brands had some fun with guests using props for impromptu photo shoots.

One of the many sessions we attended. This one discussed best practices for both bloggers and brands on how to work together for opportunities. As you can see, it was a packed house.

Oh yeah, did we mention how we met Martha Stewart? Brands like Staples and Avery upped the ante by bringing along celebrities to the conference to interact face-to-face with bloggers.

Don’t worry if you didn’t get a chance to attend this year in New York City. They’ve announced that BlogHer 2013 will be in Chicago and we can’t wait to see what’s in store then.

Apple to Buy The Fancy? Why Fancy Crushed Pinterest

August 6, 2012

By flightpath

Why would Apple be interested in buying The Fancy and not Pinterest? Simple. The Fancy has a monetization strategy. Brands are able to promote products on The Fancy homepage, and customers are encouraged to add items the Fancy to a shopping cart and buy directly through the site. The Fancy generates revenue for brands and itself. Pinterest does not.

Business Insider reported over the weekend that Apple is interested in buying The Fancy. If Apple does buy The Fancy, this will be a nail in the coffin for Pinterest. While Pinterest may have the dedication of middle America, an Apple owned The Fancy will have the hearts and wallets of the affluent.

Why would Apple be interested in buying The Fancy and not Pinterest? Simple: The Fancy has a monetization strategy. Brands are able to promote products on The Fancy homepage, and customers are encouraged to add items to a shopping cart and buy directly through the site. The Fancy generates revenue for brands and itself; Pinterest does not.

While Pinterest has proven a great traffic driver, brands are ultimately interested in driving sales. The Fancy was designed with a dual purpose: to drive brand awareness and sales. Another Business Insider post reported that The Fancy is generating more than $10,000 daily in sales for the brands promoting their goods on the site.

Another great reason for Apple to purchase The Fancy is that both appeal to a higher income consumer willing to pay more for products with great design.

So, why should you as a marketer care about Apple’s acquisition of The Fancy? Months back, we contacted The Fancy and were advised that only a few brands per week receive email and homepage promotion.

At that time, there was a waiting period of a month to schedule a promotion. Once Apple purchases The Fancy, their already considerable traffic could potentially explode among the highly desirable wealthy, design conscious consumer and every brand will want to be promoted there.

If the brand you represent is interested in a promotion on The Fancy, we have a tip from The Fancy founder Joseph Einhorn: make sure you have “wicked” photos. According to Einhorn, photos on The Fancy are everything. Editorial style shots of your product will ensure good sales performance on the site.

Now is a great time to get the brand you represent in line for a promotion on The Fancy, and you will make your client look brilliant for being in early.

Mobile Game Review: Scramble With Friends

August 3, 2012

By flightpath

In a new feature here on the blog, we’ll take a look at mobile games, both free and paid, and let you know if they’re worth checking out. Today’s game: a new twist on Boggle for the digital age.

Smartphones have turned out to be Trojan Horse videogame systems. In addition to everything else we use them for, most people – even those who have no interest in console gaming – have begun playing games on their mobile phones. It makes sense; the touch screen makes controlling a game more digestible for non-gamers, and the types of games produced cater to many types of audiences. If you like traditional board games, you’ll find a mobile game you’ll love. If you like puzzle games, you’ll also find something.

In a new feature here on the blog, we’ll take a look at mobile games, both free and paid, and let you know if they’re worth checking out. Today’s game: a new twist on Boggle for the digital age.

The Game: Scramble With Friends

The Platform: iPhone, iPad & Android

How Much: Free with ads; $2.99 for ad-free version

The Deal: Zynga has mastered the art of remaking classic board games for mobile devices. With the massive Words With Friends (a tweaked version of Scrabble), they found new ways of translating physical object games to the touch screen. Drag, tap and release – that’s pretty much all you need to do to play Words With Friends, and by linking the game with Facebook, you can easily find friends to play with.

The same model is used for Scramble With Friends, which is basically Boggle – you have to form words from a jumble of letters in a set amount of time – with a few new changes. While Scramble has been out for awhile, I still meet people who don’t know what it is – hence, this review.

Gameplay: First off, to play a game you have to pay a token, which is provided to you at the outset. The more you play, the more tokens you need. This is fine, as the tokens replenish every few minutes. But if you want to play a lot in one session, and you deplete your “bank,” you either have to pay actual money for more coins, or stop playing and wait for your them to restock. It’s a kind of odd setup.

Right before starting a game, you have the option of selecting some power-ups: Freeze (stops the clock), Inspiration (reveals words to you), Scramble (rearranges the letters on the board), and Vision (gives you three words to find). The first is free, the second costs you one coin, and the third costs you three coins. The power-ups are a really smart addition to the game; Vision may just give you three words to find, but that often opens up your eyes to other possibilities. Using Freeze to buy some extra time can make the difference between a win and a loss.

The game itself is a fun, frantic, addictive reinvention of Boggle. You play three rounds against your opponent, with the later rounds introducing double and triple word scores a la Scrabble, upping the ante and chances of a comeback. When you spot a word, you start with the first letter and drag your finger letter-to-letter. When you reach the end of the word, lift your finger up, and the word registers. It works pretty flawlessly.

What’s Wrong: The coin system complicates things in an unnecessary way. Even if you fork over the cash for the paid version, you’re still stuck with it. I understand the need to monetize the game, but why not just sell power-up packages? It makes you feel limited and restrained in how much you can play, and that’s not a good thing.

Overall: Scramble is a success on almost all fronts; it’s a great reinterpretation of a classic game, it controls very well, and it’s something you’ll play for more than just a few days. The additions, with the exception of the coin system, make it relevant for today’s mobile gamers. This is the type of game that has the big game makers – Nintendo, Sony and Microsoft – very scared. It appeals to casual gaming fans and portable gaming fans alike, making it a significant threat to their business. And it’s free.

If you’re a wordsmith, enjoy puzzles, or like beat-the-clock types of games, you will love this. But the addiction factor is high. Maybe that coin system isn’t such a bad thing after all…

Grade: A-