EnIND
Case
Redmond
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Aim, tasks
►Improve post-click metrics

►Increase user engagement on the site

►Increase the number of direct and associated conversions on the site

TOOLS
● Simultaneous launch of ads in two formats — TrueView In-Stream and TrueView for Action on YouTube

● Adding a Call-To-Action button (Call-To-Action, CTA) to videos with TrueView for Action

● Exclusion of children's channels from advertising sites, connection of Brand Safety (brand protection from mentions on pages with negative content)

● Marking each targeting in UTM (Urchin Tracking Module — parameters that are embedded in the URL and transmit information about the traffic source to the analytics system), disabling ineffective audiences by interests/categories of ad display content

● Disabling impressions on mobile devices

Results achieved
► The launch results showed that TrueView for Action wins in CTR and attracts more high-quality traffic to the site, but some metrics turned out to be more expensive than TrueView In-Stream:

►TrueView for Action has 2 times higher CPV.

►TrueView for Action has a 25% lower VTR.

►TrueView for Action has 3 times higher CTR.

►TrueView for Action has 2 times higher CPM.

►5.8 times lower than the CPA for the action "viewing the product card"


Detailed description
From TrueView In-Stream to TrueView for Action: the new format has increased clickability and improved post-click performance without the cost of additional production.

The Redmond company places ads on YouTube every month in the TrueView In-Stream format, focused on a wide reach of users from the upper levels of the sales funnel.

This affects traffic and user activity on the site. The audience clicks on ads less often, is poorly involved in the content of the page and rarely makes direct transactions. When launching a new advertising campaign, the team of the Realweb agency turned to more interested and active users from the lower levels of the sales funnel in order to attract more high-quality traffic to the site.

The manufacturer of household appliances and electronics Redmond has launched an advertising campaign on YouTube. 3 image videos talked about the features and advantages of the SteakMaster Grill, the SkyCooker Smart Multicooker and the Multi-Baker.

The creatives were supposed to attract a new audience, form knowledge about the brand and its products in 15 seconds, and also encourage users to go to the site and learn more about Redmond technology.

The campaign involved 2 formats — TrueView In-Stream and TrueView for Action. The main goal of TrueView In-Stream is to reach the target audience. The format has a positive effect on brand awareness and memorability. It is well suited for increasing the number of views and contacts with the audience, helps to form a preference for the brand. The new TrueView for Action format motivates users to act.

Thanks to the CTA button and CPA optimization, the format not only increases views, but also attracts an interested audience to the site. These are the users who are most likely to make the conversion. TrueView for Action works with the audience from the lower levels of the sales funnel, while TrueView In-Stream is effective at the upper levels.

To compare formats and check the effectiveness of TrueView for Action, Redmond launched two identical campaigns. In the campaign with TrueView for Action, they chose CPA optimization for fulfilling the goal of "viewing the product card" and added a CTA button that called for going to the catalog.
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