Pixability：2021年YouTube媒体策划快速指引（中译版）（11页）.pdf

1、YOUTUBE MEDIAPLANNINGUnderstanding The Ad Formats And Tactics To Drive Results At Any Point In The FunnelA PIXABILITY E-BOOKQUICK GUIDEYouTube Media Planning Quick Guide|2021 Pixability,Inc.All rights reserved.1MARKETERS SHOULD LEVERAGE THE FULL POTENTIAL OF YOUTUBE INTRODUCTIONFor too long,marketer

2、s have viewed YouTube as purely a way to drive awareness.While advertising on YouTube is great for driving reach and awareness,YouTube excels at delivering results across the whole funnel,driving actions and engagement like:brand lift search lift web traffic conversions in-store visits revenueMaximi

3、zing results through the funnel is both an art and a science.Marketers should be deeply familiar with the different combinations of ad formats,targeting tactics,and measurement solutions for each part of the funnel.In this quick guide,we break down some of our favorite tactics and best practices to

4、help media planners maximize results throughout the funnel on YouTube.YouTube Media Planning Quick Guide|2021 Pixability,Inc.All rights reserved.2SECTION 01MEASURING KPIS THROUGH THE FUNNEL ON YOUTUBE The first step to understanding YouTube as a full funnel strategy is to understand your KPIs,where

5、each tactic fits into your strategy,and how to measure it.KPI measurement is made possible through specialized technology partners and YouTubes reporting solutions.KPIHow To MeasureBrand-safe ReachYouTube reach reportingViewability VerificationYouTube and third party partners like IAS and DVBrand Su

6、itability VerificationYouTube Measurement Program partners like PixabilityBrand LiftYouTube Brand Lift 2.0 StudySearch LiftYouTube Search Lift StudyWebsite TrafficWebsite pixelConversionsWebsite pixelStore VisitsLocation extensionsRevenueRevenue tracking dashboard through third parties like Pixabili