Yesterday, I started to plan for a 4 hour workshop I'm presenting with Manny Rivas and Jeremy Vest at the ReelSummit.com on July 24th 2014. I decided I'd better check the outline I submitted to Mark Robertson a few weeks ago on the ReelSummit website, and almost fainted when I saw the title of the workshop is now 'Become an Expert in YouTube TrueView Advertising'.
No pressure Greg! You've got 4 hours to take people who potentially have zero experience with TrueView and turn them into experts. Well – I confess right now that I can't promise to deliver that – but what I can maybe do with help from Manny and Jeremy, is to set people on the right path so they can hopefully dedicate themselves to mastering this amazing tool and who knows – one or two of them may one day count themselves as experts! Let me explain what you’ll actually learn by attending the workshop and why you’ll really benefit from participating.
ReelSummit 2014: TrueView Advertising Workshop
The teams at Google and YouTube have been beefing up the set of tools for content creators and advertisers lately. More and more companies are looking to take to the digital streets and promote their video assets using the latest TrueView ad units. The enthusiasm is awesome, but there are some things new advertisers need to understand before jumping in.
In the first half of this TrueView Advertising Training Workshop, Manny Rivas will provide both positive benefits and negative aspects of UI features in action, B2B & B2C lead gen, direct response and branding case studies as well as speak on the integration and deprecation of video ads in traditional AdWords campaigns.
Attendees will leave this part of the workshop with immediately actionable information including:
- How to execute comprehensive demographic research to advise ad targeting.
- How to create & when to use video remarketing lists.
- Which ad units support what KPI’s.
- How to create big league campaigns in a small time UI.
Using Google Analytics to Power Targeted TrueView campaigns
In the second half of this TrueView Advertising Training Workshop, with help from Jeremy Vest, I will reveal new insights from the latest YouTube research and share new lessons learned from YouTube success stories about how real businesses have successfully used AdWords for video. Then, the participants will discuss:
- Why didn’t Volvo Trucks top the Ads Leaderboard for Cannes?
- How did Activia top the 2014 World Cup ads chart?
- Why did P&G win the 2014 Winter Olympics?
- How did Microsoft lose the 2014 Super Bowl?
- Why does Guinness create ads that are really worth spreading?
- How did Nassau Paradise Island increase website traffic by 33-56%?
Now, I don’t want participants to be surprised – this will not be a traditional lecture by a sage on the stage; it will be an interactive discussion that I will guide from the side. This approach has been inspired by Dr. Eric Mazur, who recently won the $500,000 Minerva Prize for Advancements in Higher Education. While teaching at Harvard more than 20 years ago, Dr. Mazur developed a question-based active learning method called Peer Instruction as an alternative to the traditional lecture-style class. We will try and emulate this interactive peer approach so we all gain from the expertise in the room.
Okay, so maybe you won’t become an expert in YouTube TrueView advertising in just 4 hours. This isn’t a “boot camp for boosting IQ.” But, you will learn immediately actionable information. And you will be better prepared to engage with difficult problems beyond the workshop walls. If you don’t think that’s a compelling reason to attend and participate, then let me know. There’s still time to make adjustments before the 2014 Reel Video Summit. Heck, there’s even time to make adjustments before the early-bird rates expire on June 29, 2014.
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