New Ideas in Marketing
Essential news for marketers, summarised by YouGov

“Checkout shoppers” should be shown ads that reactivate their desire to purchase.

This article compares YouTube viewers to traditional in-store shoppers. These are, “window shoppers” who may not want to buy, but are interested, “in-store shoppers” who are actively looking to purchase something relevant, and “checkout shoppers” who are very close to making a purchase.

Identifying viewers’ mind-set and shopping mode is the first step in building YouTube ad Campaigns. Next is determining targeting options. For “window shoppers” on YouTube, use similar audiences to discover a new set of prospective customers. For “in-store shoppers”, keyword, placement and topic targeting are effective. A combination of targeting options like website and video remarketing works best for “checkout shoppers.”

Marketers must tailor ads for each shopping category. “Window shoppers” should be shown attention-based videos, “in-store shoppers” with advice and “checkout shoppers” with action.

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[15 minute read]

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