how to successfully reach a niche group on YouTube
Centraal Beheer is an insurance company known for its iconic commercials on Dutch TV. For their business branch, the insurance company wanted to create an online-only video campaign. Their goal? Create a bigger association with business owners – a very niche group – with the message: ‘Business owners can also call Centraal Beheer.’
an ad sequencing strategy to boost CB as the insurance company for business owners
Ad sequencing allows you to tell a story through multiple moments of contact that quickly follow each other up. We advertised the online-first video ad through Bumper Ads, Non-skippable and Skippable Ads amongst the target group in a specific, pre-made order. Additionally, we used YouTube Audio Ads to build up frequency and create more awareness within the perfect target group. In this way, we’ve successfully built a contact frequency amongst the business owners on YouTube.
the creatives
In the process of creating the ads, we played by the online rules when it comes to visuals, text and sound, taking all relevant factors into account. The resulting online-first ads were advertised on YouTube and other VOD-platforms. The ads were then made scalable to fit other social channels.
One of the things we kept in mind is the flipping story arc. When we think of traditional style TV advertising, the best practice has been to slowly build up to the action.
But now, in a skippable world we’re seeing ads starting high – lead with the money shot – then sustain action and interest throughout. We call this: the emerging story arc. To test out the effect of this built-up, we decided to flip the script of one of the creatives within the sequence. This one started immediately with the highest action. The different story built-ups combined, distinctively increased memory, curiosity and credibility among the different sub-groups within the target group. The right targeting, ad sequence and different creatives achieved the following results.
The different story built-ups combined, distinctively increased memory, curiosity and credibility among the different sub-groups within the target group. The right targeting, ad sequence and different creatives achieved the following results…
- Impressions of the total sequence were +15% higher than the initial target
- A view-through-rate (VTR) of the total sequence which was +18% higher than the initial target
- The YouTube Audio Ads received +33% more impressions compared to the average reach of normal YouTube Ads and a +3% higher VTR compared to the initial target
curious about what YouTube advertising can do for you?
90% of consumers say they use YouTube to discover new products (Thinkwithgoogle, 2019). Your future consumer is ready to be convinced by the right video content. That is exactly the moment, where you as an advertiser want to be with your video! In our brand new white paper ‘YouTube for Advertisers’ you’ll receive practical tips and tricks. It is your free guide to a spot-on advertising strategy on YouTube.
the Prime Original Van A naar Onbekend combined with smart social distribution turned an online community into Prime Video subscribers. A high quality tv series with an online vibe.
with our tool topictree HEMA knew what they needed to make content about. the HEMA Helps series dominated not only Google and YouTube, but also TikTok with top rankings.
- youtube
the data-driven YouTube series sterren reviews combines entertainment with help content. the target group on average watched six minutes of skippable ad.
with data-driven YouTube ads and a strong media plan we generated real impact in the transition from offline to online
- youtube
increasing visibility on YouTube? we did it for Andrélon! engage your viewer with high-quality content and spot-on targeting.
personalized Volkswagen ads: more than a million viewers saw the ads and more than half sticked around - while they could also skip
Transavia advertises informative YouTube videos per video topic and gets a huge amount of watch time!
Centraal Beheer strengthened its bond with business owners, proving that this niche group can be reached with an online-only video ad on YouTube
- youtube
BrandMR increased their brand awareness by targeting a niche with the legal help they were looking for
- youtube
a format for GAMMA's anniversary campaign: 'The Treehouse DIY' earned an international Webby award! this is how to reach your audience through a data-driven DIY approach
- youtube
Prime Video increases brand awareness with ads that the community just can't resist. The result? More than 2 million hours of watch time!
This is how De Telegraaf became the top news brand on YouTube for millennials, turning their channel into a full-fledged marketing machine that tripled revenue.
91% of GAMMA’s home DIYs rank in the top 3 in Google and YouTube. By choosing exactly the right video topics, the target audience watched GAMMA’s content for hours.
- youtube
we believe in the power of really knowing your audience. this is how L'OR used intent-based content research and audience behavior analysis to reach their target group.
- youtube
Canon claimed the domain 'photography for beginners' on YouTube with a thought-through strategy. The results? 50,000 organic views!
- youtube
car buyers watch YouTube vehicle reviews. Hyundai proves integrated strategy: SEO, data analytics, long-form content, and smart distribution pays off.
- youtube
Massive success in increasing views and watch time. This is how SEO optimization improved the Tuinmanieren YouTube channel.
- youtube
by claiming the wifi domain on YouTube, KPN optimally used YouTube to give consumers customized wifi advice
- youtube
data-driven insights make it possible: Oot Granola generates sales and subscriptions with YouTube ads
KPN wins over hearts of gaming youngsters with the biggest gaming-channel in the Netherlands: legends of gaming. Iconic influencers and the coolest content.
Winning over Gen Zs and Millennials with original branded formats
- youtube
Dutch provider KPN claims the Fiber internet domain on YouTube using data. 6 optimised how-to videos, answering frequently asked questions about Fiber internet, ranked in the top 3 on both YouTube and Google!
- youtube
how simple YouTube-optimised shows turned out to be simply perfect. Prime Videos' De Knop, Rico Routine and Koken met Roelie achieved crazy results!