Branding Campaigns with YouTube Trueview on DV360

YouTube Trueview campaigns on DV360 provide more precise tracking with comprehensive targeting abilities. Advertisers can leverage Google audiences, 1st Party and 3rd Party data and create combined audiences to reach just the right target audience. It can track even view-through-conversions along with click-through-conversions at scale, completed views and the cost for a completed view while automatically optimizing for lower CPCVs and higher view rates using AI & ML. 

About Sundaram Mutual

Sundaram Mutual is an Asset Management Company that manages funds that cater to the investment needs of investors with different risk, reward and liquidity preferences. It is committed to making mutual funds accessible to everyone and is backed with a strong research team and robust processes. It is also an innovative thought leader that is the first to launch funds in new themes like Mid-caps, Capex, Leadership, Rural India, and Micro caps and Services that enhance value for stakeholders while upholding the highest degree of ethics. 

Campaign Objective

Sundaram Mutual wanted to launch a new fund called Sundaram Equity Fund and wanted to maximize the awareness of the NFO. It also wanted to increase consideration for the fund and drive conversions with the audience created in the branding campaigns to push them down the marketing funnel. 

Objective for TrueView Campaign on DV360

• Maximize brand awareness and reach 
• Drive more views on the video at a lower CPV
• Effectively measure the impact of the campaign 

Campaign Execution and Optimization 

Tested different videos - In the beginning we created the campaign with 2 videos; one with a voiceover and the other without a voiceover. We ran the campaign for 2 days and evaluated which video had a higher view rate at a lower CPV and then directed the budgets of the campaign to that video.

Leveraged various audience types and optimized budget allocation - We leveraged broad upper funnel audiences like Google audience lists, created custom audiences of competitors and investment platforms, alternate investments, 3rd party lists and combined audiences. After this, we evaluated which audience lists worked better and directed more budgets to that audience list.

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Automated Bidding - We used an automated bidding strategy of “Maximizing Views” to leverage AI & ML to drive more completed views at a lower CPV and higher view rates. 

Frequency and View Caps - We leveraged campaign level frequency caps to avoid over-exposure of ads to a single user across multiple targeting options and maximized the number of unique users reached with the budgets. 

Results 

87% of the views were completed views 

63% decrease in CPV which drove 0.6x incremental views 

66% decrease in CPM which drove 0.7x incremental impressions 

50% higher views compared to YouTube Masthead in the previous campaign 

161% increase in brand search queries on Google Search