Michael Puriz – Senior Manager Global Strategic Partnerships, AppLift presents at App Promotion Summit Berlin 2014 on the topic of ‘Youtube User Acquisition: Leveraging The World’s Second Largest Search Engine’ covering:
– What are the opportunities for app marketers on YouTube?
– How to create and manage a YouTube campaign the right way
– Case study of a successful YouTube user acquisition campaign
“Hi. Yeah, nice to be here. Thanks, first of all, to Christian for laying the ground work a little bit for my presentation. I am going to talk about YouTube and how you can use YouTube basically to promote your app, to promote your game, and a little different way of what we’ve heard so far. Let me just jump right in.
First of all, why is YouTube relevant to your marketing efforts? Christian has already talked about it a little bit. YouTube right now . . . If you look at the ad spending on digital right now, it’s growing very massively. In 2018, I think 50 % of mobile ad spending on digital video will be on mobile. That’s a huge increase and a huge potential for promoting apps and games as we do for AppLift.
Also, if you look at what people consume, like what kind of properties they look at when they watch digital video, YouTube by far is number one platform, as we already have heard today. Yeah, basically people who consume video on mobile or on digital, almost every time, go to YouTube. So basically YouTube already now is the most dominating platform for video consumption, for mobile video consumption and, in a sense, one of the most relevant platforms for app promotion.
What else makes YouTube very relevant? If you look at it, it has, globally, already above one billion unique users per month. In 2013, it had about 40% of views coming from mobile. I think this year, it’s approximately going to be around 50-60%, and it’s expected to grow even further than that. So mobile is becoming very, very relevant for consuming videos on YouTube. Eighty percent of the traffic actually comes from outside of the US. So YouTube is not even a US-only phenomenon. It’s actually a global phenomenon.
As we already heard, YouTube is the number one medium, basically, to reach the 18 to 34 year olds, which is basically the key demographic for these games. We promote at AppLift, but also for several kinds of apps. Also, all those 18 to 34 year olds who consume video on YouTube, they consume it on mobile devices. If they use basically all the devices they have, 98% of those people consume it on mobile.
Also, I think this year in June, YouTube actually surpassed Facebook as the number one social site because it had more unique monthly visitors than Facebook, actually. In June this year, there was 168 million compared to 166 million only in the US. Basically YouTube is the second largest search engine worldwide, and it’s also one of the biggest social platforms. It is very, very relevant for mobile app promotion and games promotion.
How can you utilize that to promote your app or to promote your game? What we did at AppLift is a little bit different. You know all the pre-rolls? You know all the mass hits on YouTube? What we did, we went a little step further and what we did . . . We contacted YouTube influencers directly.
We contacted people who create videos, who upload them, who have a massive subscriber base. We talk about different kind of concept. That might be beauty channels. It might be let’s play videos, any type of concept that is suitable for, in our case, games promotion as well as apps promotion. We’ve seen this slide already. Christian already had it on. Basically it shows what kind of content people engage with the most, divided by gender.
If you look at females between 18 to 34, music in number one content, and then comes comedy, film, beauty, fashion, and gaming is somewhere in-between, somewhere in the middle with 31%. If you look at the male side, gaming is second-most relevant content type, where this key demographic engages with.”
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