New YouTube Ads campaign May 2024
- Dixon Homes Cairns
www.dixonhomescairns.com.au
Well, it looks like we've started something with our launching the YouTube advertising product to businesses in Cairns! Everyone wants to have a go and Dixon Homes, one of the higher spenders in traditional television advertising, is keen to get involved too.
The marketing for Dixon Homes Cairns has always predominantly centred around placements of their 4 seasonal promotion offers video advertisements on free-to-air television. When we mentioned that we were the local YouTube Partners in Cairns and gave them some insights into the power and saturation of this product they were very interested.
We run the same 4 seasonal video advertisements (Summer, Autumn, Winter and just launched now, Spring) that would typically appear on Channel 7, and see what a difference it makes.
The reality is, advertisers are leaving traditional free-to-air television en masse. When was the last time you watched free-to-air television? Not very many people do, apart from demographics such as people in retirement homes, people waiting in line at Queensland Transport and, of course, prisoners and other institutionalised citizens. These are not ideal candidates to market to. In fact, they probably represent the least desirable people to advertise to.
While the stations have tried to offer something more digital savvy with their Catch Up TV internet streams, once again, it's too late, people have moved on, advertisers have abandoned them and the content on them is consistently getting worse.
Not surprisingly, the leading video advertising channel with the highest return on investment, biggest audience and best content creators is YouTube and advertising on it makes great sense. Especially when you do it with a Google Approved Partner such as Allcorp. Our YouTube campaigns give us the ability to select what geographic area to advertise in, what gender, age, household income and even if we're marketing to parents.
YouTube is also very clever and, with access to all previous searches users have done in Google Search, we can even bid higher for a user who has searched for a preset list of keywords. For example, we can raise our bid by a percentage amount automatically if a user in Cairns has made a Google Search for 'Build my home' or 'Builders near me' in the last couple of months. Now, show us a free-to-air advertising product that can do that!
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