How we broke YouTube click-through rates and 5 top tips so you might be able to do something as good in the future.

Oliver Hughes – iCrossing Jamie Bodkin – reed.co.uk

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Established 1995

UK’s First Multi Sector Job Site

First Website Launched by a Recruitment Agency

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240 members of staff

Monthly Visits: 14M

Monthly Regs: 200K #iXdisplay

200,000 jobs

13,000 recruiters

ASOS, Emirates, Deloitte, Sky, Barclays, Diageo, EE, Santander…

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UK’s # 1 Job Site, More Share, More Awareness

iCrossing since Summer 2012

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http://www.youtube.com/watch?v=Og-E8vID6ao

Oh, yeah, we also Love Mondays… And we want the UK to Love Mondays too.

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Digital Performance Channels Rule The Roost Search, Remarketing, Aggregators, Email…

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Outdoor Built Brand.

Digital Supported.

January 2012 – TV #iXdisplay

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Huge Audience

43.7 43

38.6

30

23.1 22.6 22.3 21.6 21.2

27.4

1.8 1.3 0.5

ITV 4 Five ITV 2 More 4 ITV 4 ITV 3 Dave E4 YouTube 4OD ITV Player Sky Go

-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

6-14 15-24 25-34 35-44 45-54 55+

Huge Audience

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Testing The Water

Ran 30 second ad

Supported September 2012 TV Campaign

1.06% CTR

£0.60 CPC

Not bad. A little unsatisfactory

Google HQ Video Workshops

Team left us one clear piece of advice…

TIP #1

Build For The Platform. #iXdisplay

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What Do People Look At On

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‘Wang’.

And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8%

3.6% CTR #iXdisplay

And. It Worked. CPC £0.12 (AdWords CPC: £0.25) 844,565 clicks 11,662 registrations Increased Market Share 0.7% Increased awareness 20.8%

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So, What Did We Learn? It needn’t cost the earth

Plan early. Really early

Relevant creative is key

And…

TIP #2

Integrate Agencies. #iXdisplay

Enfranchise ALL

‘Multi Channel’ Thinking

Workshops

Regular Calls & Comms

Strategy Days

Let them get on with it…

TIP #3

Data Underpins Creative. #iXdisplay

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Qualitative Quantitive

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Celebrity

Gossip

Sports

Gaming

Fashion

Cooking

Health & Fitness

Cars

Music

Travel

parenting

What Do ? Users Like

And, What? Extra targeting impacts cost, but…

Still competitive

Data showed we were speaking to relevant niches.

TIP #4

Think Channel Agnostic.

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TIP #5

Be Brave, Don’t Rest.

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Selling in can take time

Be brave, take some risks

Consider clever ways to save costs

Understand not everything will work

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What's Next For Us? Started planning for Jan 2015 Multi Channel / Multi Device Approach Try, test and learn some more 700% Budget Increase Over Two Years

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TIP #1

Build For The Platform. #iXdisplay

TIP #2

Integrate Agencies. #iXdisplay

TIP #3

Data Underpins Creative. #iXdisplay

TIP #4

Think Channel Agnostic.

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TIP #5

Be Brave, Don’t Rest.

#iXdisplay

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Thank You