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‘Tis the

Season
to Win New
Customers

YouTube
Audience Playbook
HOLIDAY EDITION
Time to Get in the
Holiday Spirit!
At any given time, 84% of Americans are shopping for something and in
up to six different categories. As this holiday season approaches, there
is an opportunity to connect with and win over new customers with a
refined audience strategy. With Google’s intent rich audiences, deliver
more relevant, personalized ads that capture the attention of today’s
super-empowered consumer.

INSIGHTS

78% 1/2
of holiday shoppers who visited For the first time ever, more than
a store used online research half of the time spent and
first purchases occurred online
Source: Forrester Analytics: Digital-Influenced Retail Sales
Source: Google/Ipsos, U.S., Omnichannel Holiday Study, Forecast, 2018 To 2023 (US)
Holiday Shoppers who visited a store in the past 48
hours n=1204, Nov. 2017–Jan. 2018.

Campaigns that use Google intent


Consumers pay signals are delivering
3x more attention
to ads that are 20% 50%
higher Ad higher Brand
relevant to them vs. Awareness lift
Recall lift
average
relative to campaigns only using
Source: Google/Ipsos, Video Mobile Diary, US,
2017, n of 4,381 (saw ads occasions) demographic targeting
Source: Google Brand Lift Targeting Analysis October 2016 -
March 2017

YouTube Audience Playbook 2


SECTION 1 —

Retailers: Reach
Holiday Shoppers
on YouTube
Millions of consumers will be in need of gift ideas
this holiday season. Ensure you're assisting
shoppers and reaching your sales goals with strong
audience strategies leveraging Google's intent rich
audiences to deliver proven results - from driving
awareness and reach against a relevant holiday
audience through to driving purchase intent and
action.

Every Day Counts

Black Friday A Week Before Christmas After Christmas

18% 67% 86%


of shoppers of holiday shoppers still of people still shopping
consolidate shopping have shopping to do after Christmas week
to Black Friday/Cyber heading into the last week searched digitally about
Monday before Christmas holiday-related shopping
Sources: Google/Ipsos, Omnichannel Holiday Study, November 2018 – January 2019, US, n=454 online Americans 18+ who shopped in the past two days
(week of Dec 13-19, 2018)
YouTube Audience Playbook 3
Tips For Retailers:
Enable Holiday growth across the Consumer
Journey with YouTube
Parents
Detailed Demographics
Top of mind awareness for gift-hunting
AWARENESS

Parents
Video Formats To
Drive Awareness:

Shopping Styles TrueView for


Engage interested Affinity REACH
Capture the attention and get on the wishlist:
shoppers while Bargain Hunters
they are undecided Value Shoppers
Luxury Shoppers
Shopaholics Video Formats To
Drive Consideration:
CONSIDERATION

Active Shoppers TrueView +


In-Market and Consumer Patterns
Reach people ready to make a purchase:
TrueView for
Children’s Products Shopping
Apparel and Accessories
Frequently Visit Department Stores
Custom Intent
Video Formats For
Drive high-intent Holiday Buyers Driving Action:
Seasonal Audiences
audiences to Engage highly qualified shoppers: TrueView for
action during peak Black Friday Shoppers ACTION
Christmas Shoppers
holiday season
ACTION

Your Customers
Remarketing Lists and Customer Match
Strengthen your connections with your current
customers and build new relationships with
people that have interacted with your business

Holiday Audiences are


powered by user signals
across Google’s properties Watched Gift Guides
Searched for “Gift on YouTube
Google looks at signals from Search, Guides” on
Google.com
Android app downloads and YouTube
to understand the unique behaviors and
characteristics of these audiences and Searched for
“Department Store
verifies this behaviors via surveys. Installed Shopping apps nearby”

YouTube Audience Playbook 4


SECTION 2 —

Technology &
Electronics: Reach
Holiday Shoppers on
YouTube
Shoppers turn turn to YouTube for in-depth reviews
during the holidays like gift guide videos or
consumer electronics. Ensure you're assisting
shoppers and acquiring new customers with strong
audience strategies this holiday season leveraging
Google's intent rich audiences.

STATS

November 50%
of electronics shoppers say they
Searches for categories like books, purchased products they discovered
toys and games peak in December on YouTube [2]
while electronics is more popular in
November due to Black Friday and
Cyber Monday [1]

[1] Google Internal Shopping Search Data, U.S. 2017-2018


[2] Think with Google Your customers use video throughout the entire journey. Do you? September 2019

YouTube Audience Playbook 5


Tips For Technology & Electronics:
Enable Holiday growth across the Consumer
Journey with YouTube
Parents
Detailed Demographics
Top of mind awareness for
AWARENESS

Tech Savvy parents


Video Formats To
Drive Awareness:
TrueView for
Engage interested Tech Obsessed
Affinity REACH
shoppers while Capture the attention and get on the wishlist:
they are undecided Home Automation Enthusiasts
Mobile Enthusiasts
CONSIDERATION

Active Shoppers
In-Market and Consumer Patterns
Reach people ready to make a purchase:
Consumer Electronics
Computers Video Formats For
Custom Intent Driving Action:
TrueView for
Holiday Buyers
Drive high-intent Seasonal Audiences ACTION
audiences to Engage highly qualified shoppers:
Black Friday Shoppers
action during peak Christmas Shoppers
holiday season
ACTION

Your Customers
Remarketing Lists and Customer Match
Strengthen your connections with your current
customers and build new relationships with
people that have interacted with your business

Holiday Audiences are


powered by user signals
across Google’s properties Watched Electronics
Searched for “best Reviews on YouTube
Google looks at signals from Search, phones for
christmas”
Android app downloads and YouTube
to understand the unique behaviors and
characteristics of these audiences and Searched for
“Electronics Store”
verifies this behaviors via surveys. Installed comparison
apps

YouTube Audience Playbook 6


SECTION 3 —

Food &
Entertainment:
Reach Holiday
Shoppers on
YouTube
People are devouring holiday entertaining content on
YouTube with 30 billion Video views in Q4 related to food,
cooking & recipes on YouTube (+50% YoY)[1]. . Be there to
assist party planners, entertainers, chefs and bakers and
drive sales this holiday with Google Audiences.

STATS

2X 1 in 3
Lift in awareness for food & CPG shoppers turn to YouTube as
beverage campaigns using part of their journey for inspiration
Custom Affinity targeting [2] and/or research [3]

Sources: [1] Google Internal Data, U.S. 2018


[2] Think with Google We analyzed 75,000 YouTube campaigns. Here’s what we learned about using demographic data, September 2019
[3] Deloitte Digital Divide, Digital’s impact on the consumer path to purchase, 2017 US
YouTube Audience Playbook 7
Tips For Food and Entertainment:
Enable Holiday growth across the Consumer
Journey with YouTube

Parents
Detailed Demographics
Top of mind awareness for party-planning
AWARENESS

Parents
Video Formats To
Drive Awareness:
Foodies TrueView for
Engage interested Affinity
REACH
Capture the attention of:
shoppers while Foodies
they are undecided Cooking Enthusiasts
30 Minute Chefs
Aspiring Chefs
CONSIDERATION

Active Shoppers
In-Market and Consumer Patterns
Reach people who:
Frequently shop at Grocery Stores,
Convenience Stores or Frequently Dine Out Video Formats For
Driving Action:
Holiday Buyers TrueView for
Seasonal Audiences ACTION
Drive high-intent Engage highly qualified shoppers:
audiences to Black Friday Shoppers
action during peak Christmas Shoppers
holiday season
ACTION

Your Customers
Remarketing Lists and Customer Match
Strengthen your connections with your current
customers and build new relationships with
people that have interacted with your business

Holiday Audiences are


powered by user signals
across Google’s properties Watched “How to cook a
turkey” on YouTube
Searched for
Google looks at signals from Search, cookie recipes
Android app downloads and YouTube
to understand the unique behaviors and
characteristics of these audiences and Searched for
“grocery store”
verifies this behaviors via surveys. Installed Recipe
apps

YouTube Audience Playbook 8


SECTION 4 —

Beauty & Wellness:


Reach Holiday
Shoppers on
YouTube
Most holiday beauty purchase decisions will be
made online and YouTube is a major purchase
trigger for beauty products. For beauty brands, it’s a
great opportunity to help customers find the perfect
beauty gift and drive sales this holiday season
leveraging Google audiences.

STATS

45% #1
Of beauty shoppers said they U.S. beaty consumers say
watched a how-to video on YouTube is their #1digital source
YouTube for inspiration, and for beauty content, followed
then decided to purchase the closely by Google Search [2]
featured product [1]
Sources: [1] Think with Google Your customers use video throughout the entire journey. Do you? September 2019
[2] Google/Kantar TNS, Connected Beauty Consumer Study, U.S., n=420 women age 16-54 who purchased make-up, skincare or hair care products within
the past month, Nov. 2018
YouTube Audience Playbook 9
Audience Strategy Beauty and Wellness:
Enable Holiday growth across the Consumer
Journey with YouTube

Marital Status
Detailed Demographics
Top of mind awareness based on:
AWARENESS

Marital Status (Married, In a Relationship,


Single) Video Formats To
Drive Awareness:

Beauty Fans TrueView for


Engage interested Affinity REACH
shoppers while Capture the attention and get on the wishlist of:
they are undecided Beauty Mavens
Fashionistas
Luxury Shoppers
CONSIDERATION

Active Shoppers
In-Market and Consumer Patterns
Reach people ready to make a purchase:
Bath & Body Products
Hair Care Products Video Formats For
Makeup & Cosmetics Driving Action:
Perfumes & Fragrances
Custom Intent TrueView for
Drive high-intent Holiday Buyers ACTION
audiences to Seasonal Audiences
action during peak Engage highly qualified shoppers:
Black Friday Shoppers
holiday season Christmas Shoppers
ACTION

Your Customers
Remarketing Lists and Customer Match
Strengthen your connections with your current
customers and build new relationships with
people that have interacted with your business

Holiday Audiences are


powered by user signals
across Google’s properties Watched “gift
Searched for luxury ideas for her”
Google looks at signals from Search, beauty gifts
Android app downloads and YouTube
to understand the unique behaviors and
characteristics of these audiences and Searched for
“department
verifies this behaviors via surveys. Installed store”
shopping app

YouTube Audience Playbook 10


Customize Your Own
Audience From
Signals Across
Google Properties
____
If you don’t see the audience that fits your campaign
goals, build tailor-made highly-qualified segments of
users to develop your own custom audience for your
holiday campaigns.

YouTube Audience Playbook 11


Custom Audiences Holiday Catalog

Custom Affinity
Build broad audiences around consumer trends, passions and pain points by using
signals from across Google. Below are example custom holiday audiences and
signals to leverage.

1. Cyber Monday Deal Seekers

APPS INTERESTS PLACES URLs

● ShopSavvy ● Best Cyber ● Electronic Stores ● Walmart.com


● Barcode/QR Scanner Monday Deals
● eBay ● Cyber Monday
● Amazon Shopping

2. New Year, New You

APPS INTERESTS PLACES URLs


● Run Keeper ● Nutrition ● Gyms ● Menshealth.com
● Calorie Counter ● New Years ● Fitness Centers ● Weightwatchers.com
● Fitbit Resolution ● Spas
● Google Fit ● Exercise Plan
● Fitness

3. Christmas Decor Shoppers

APPS INTERESTS PLACES URLs


● Pinterest ● Christmas ● Retailers and ● Walmart.com
stockings Shops ● Target.com
● Christmas trees
● Christmas lights
● Christmas wreaths

Best Practice:
To improve targeting quality and reach, enter at least 5 items for interests,
URLs, places, or apps

YouTube Audience Playbook 12


Custom Audiences Holiday Catalog

Custom Intent
Reach people on YouTube who are actively searching for your
product on Google.com. Build this audience by selecting all
relevant keywords for your business.

EXAMPLE
KEYWORDS: Instax
Mini Christmas
Electronics

Fujifilm Best
Camera
Camera Instant
Gifts Camera

1. 2. 3.
Start with your search Build audiences Build audiences
campaigns and export specifically searching interested in your
keywords that received for your brand or category of products
clicks or conversions product

Best Practice:
To improve targeting quality and reach, enter at least 300 keywords

YouTube Audience Playbook 13


Alpha opportunity:
Expand your reach with
Built by Google Lineups
- a new content
targeting solution
____
Ensure your message is running on the most relevant
content as consumers are watching it. With Black Friday,
Cyber Monday, and the season of gift-giving around the
corner, check out our new content-driven Built by Google
Lineups to ensure you’re marketing your products on
contextually-relevant YouTube channels. Our first offering
of Lineups include over 90 options across a range of
content - toys, video games, electronics, sports, beauty,
and more.

See the full list of available content solutions in the catalog.

YouTube Audience Playbook 14


YouTube Holiday
Audience Catalog
____

YouTube Audience Playbook 15


YouTube Audiences

Beauty & Wellness


Seasonal Events Detailed Demographics Affinity Consumer Patterns In-Market
Christmas Shoppers Marital Status Beauty Mavens Frequently Visits Salons Bath & Body Products
Black Friday Shoppers Married Fashionistas Hair Care Products
In a Relationship Shoppers/Luxury Shoppers Makeup & Cosmetics
Single Perfumes & Fragrances
Skin Care Products
Spas & Beauty Services
Tanning & Sun Care
Products

Technology
Seasonal Events Detailed Demographics Affinity Consumer Patterns In-Market
In-Store or Online Parents Mobile Enthusiasts Technophiles Consumer Electronics
Christmas Shoppers Parents of Infants Social Media Enthusiasts Audiophiles Audio
In-Store or Online Black Parents of Toddlers Audiophiles Cloud Services Power Camcorders
Friday Shoppers Parents of Preschoolers Shutterbugs Users Cameras
After-Christmas Shoppers Parents of Grade Schoolers Business Professionals High End Computer Game Consoles
Parents of Teens Aficionados Home Theater Systems
Home Automation Mobile phones
Enthusiasts Televisions
Computers
Computer Accessories &
Components
Printers, Scanners & Faxes

Food & Dining


Seasonal Events Detailed Demographics Affinity Consumer Patterns
Party Parents Cooking Enthusiasts Coffee Shop Regulars
Planners/Entertaining Parents of Infants Cooking Enthusiasts/30 Frequently Dines Out
In-Store or Online Parents of Toddlers Minute Chefs
Christmas Shoppers Parents of Preschoolers Cooking
In-Store or Online Black Parents of Grade Schoolers Enthusiasts/Aspiring Chefs
Friday Shoppers Parents of Teens Fast Food Cravers
Christmas Party Planners Foodies
Green Living Enthusiasts

YouTube Audience Playbook 16


YouTube Audiences

Media & Entertainment


Seasonal Events Detailed Demographics Affinity Consumer Patterns
In-Store or Online Parents Book Lovers Frequently attends live
Christmas Shoppers Parents of Infants Comics and Animation events
In-Store or Online Black Parents of Toddlers Fans
Friday Shoppers Parents of Preschoolers Gamers
After-Christmas Shoppers Parents of Grade Schoolers Movie Lovers
Parents of Teens Music Lovers
TV Lovers
Art and Theatre
Aficionados
Nightlife Enthusiasts
Thrill Seekers
Outdoor Enthusiasts

Retail
Seasonal Events Detailed Demographics Affinity Consumer Patterns In-Market
Black Friday Shoppers Parents Shoppers Shoppers by store type Apparel and Accessories
Christmas Shoppers Parents of Infants Shoppers/Bargain Hunters Convenience Store Activewear
Parents of Toddlers Shoppers/Luxury Shoppers Shoppers Costumes
Parents of Preschoolers Shoppers/Shopaholics Department Store Formal Wear
Parents of Grade Schoolers Shoppers/Value Shoppers Shoppers Handbags
Parents of Teens Family-Focused Grocery Store Shoppers Jewelry & Watches
Pet Lovers Superstore Shoppers Lingerie
Luggage
Men’s Apparel
Outerwear
Shoes
Swimwear
Wallets, Briefcases &
Leather Goods
Women’s Apparel
Baby & Children’s Apparel
Child Car Seats
Diapers & Baby Hygiene
Products
Strollers & Baby Carriages
Toys & Games
Sporting Goods
Gift Baskets
Personalized Gifts

YouTube Audience Playbook 17


YouTube Custom Audiences

Custom Affinity
Build broad audiences around consumer trends, passions and pain points by using
signals like Apps, Places, URLs, Interests.
1 — Apps 2 — Places
Defines the types of apps users Define the types of locations users have
have downloaded, based on exact historically visited, based on Maps
app names and similar apps from categories
Google Play
- Apparel Stores & Services
Categories Games
- Beauty & Wellness Locations
Art & Design Action
- Business, Manufacturing & Production Facilities
Auto & Vehicles Adventure
Beauty Arcade - Entertainment Attractions & Venues
Books & Reference Board - Financial Services
Business Card - Food & Drink
Comics Casino - Government & Public Services
Communication Casual - Health & Medical Locations
Dating Educational
- Home & Garden
Education Music
Entertainment Puzzle - Housing
Events Racing - Pet Stores & Services
Finance Role Playing - Professional Services
Food & Drink Simulation - Religious Institutions
Health & Fitness Sports - Retailers & Shops
House & Home Strategy
- Schools & Educational Services
Libraries & Demo Trivia
- Sports & Fitness Venues
Lifestyle Word
Maps & Navigation - Transportation & Logistics
Medical - Travel & Tourism
Music & Audio - Vehicle Sales & Services
News & Magazines
Parenting
Personalization
Photography
Productivity
Shopping
Social
Sports 4 — Interests
Tools
Travel & Local
Explore what is trending, get interest
Video Players & Editors ideas for your business and consumers
Wear OS by Google
Weather with Google Trends. Visit trends.google.com

3 — URLs
For YouTube, URL inputs are
translated to a theme of Searches
performed on Google.com or
YouTube videos users engage with
online

YouTube Audience Playbook 18


Built By Google Content Lineups Alpha

ALPHA OPPORTUNITY: Work with your account team to determine availability and
next steps if you’re interested in expanding your reach with content-relevant
targeting. Find relevant content packages that match what you’re selling or want to
be associated with this holiday season!

Seasonal Events Travel Beauty & Fashion


UK Christmas Travel Vlogs Face, Hair, Nails
DE Christmas Street Food Haircare, Barbers, & Hairstylists
US Christmas Theme Parks & Coasters Luxury Beauty
For Black Friday/Cyber Holiday African American Beauty Creators
Monday/Gifting, see specific Budget Savvy Beauty
categories Fashion
Luxury Fashion
Luxury Watches
Sneakerheads

Family Toys Cars & Electronics Home & Garden


New Mom Vlogs Dolls Cars US Cooking
Family Vlogs Fashion Dolls Luxury & Sports Cars US Diet & Healthy Cooking
Rhymes & Songs Playing with Clay Photography, Cameras & Software Arts & Crafts/Hobbies
Animated Animal TV Shows Slime Games Tech Gadgets Gardening
Playground games Construction Toys Smartphones Home Improvement, Tools, Garage
Puppet Shows Toy Eggs & Collectibles Hobbies
Coloring books Train Cartoons & Toys Architecture, Interior Design, Home
Pony Toys & Collectibles Decor
Die-Cast & Model Toys FR: Home Improvement
Grocery-themed Toys &
Collectibles
Martial Arts Superheroes
Toy Review & Unboxing
Learning Toys & Songs

Sports / Fitness / Wellness Media & Entertainment Video Games


Basketball Weight Loss Fitness Late night TV Video games based on
American Soccer General Fitness Animated Sitcoms Family/Live Action Movies
Cricket Dance Animated TV Series - Animals 18+ Shooter Games
Baseball Self-Motivation Sitcoms Teenage Video Games
Golf Yoga Reality TV Horror Video Games
American Football Working Out Horror/paranormal TV Early Teen Video Games
Tennis Drills/Training Comedy/Drama shows Early Teen Games/Related
Professional Wrestling Celebrity Talk shows Content
Motorsports Crime shows
Contact Sports Comedy TV
Extreme Sports Daytime Talk Shows
Family Live Action Movies
Superhero Movies
Hip Hop & Rap Music
African American Celebrities & Influencers
African American Musicians

YouTube Audience Playbook 19