Proposal “strike-social-youtube“ (Closed)Back
| Title: | Increase Dash’s awareness by advertising on YouTube |
| Owner: | pmckenna12 |
| Monthly amount: | 300 DASH (13051 USD) |
| Completed payments: | 2 totaling in 600 DASH (1 month remaining) |
| Payment start/end: | 2018-01-17 / 2018-04-17 (added on 2018-01-20) |
| Votes: | 805 Yes / 317 No / 46 Abstain |
Proposal description
Dash Requested
This is a 3-month project that will require 300 Dash/month (900 dash/total)
Full breakdown of cost is below.
Description of the project
Google’s largest third-party YouTube advertising partner, Strike Social, will promote Dash’s introductory video on the world’s second most viewed website: YouTube.
In a moment the world is interested in digital currency and
cryptocurrency, there is an opportunity to increase awareness
surrounding Dash. As the second largest search engine in the world,
YouTube is the best platform to promote a video ad focused on it. The
platform reaches 1.5 billion monthly users across the globe.
The video will be promoted in five (5) of the most popular countries for
Dash: U.S., Netherlands, Germany, France and Japan (where we'd promote
the Japanese version of the ‘What is Dash?' introductory video). YouTube can automatically
add subtitles to account for the local language in all five countries we
are targeting. These five (5) countries make up over 75% of the total
number of Masternodes.
This video promotion will ensure that awareness of Dash increases, that
video views are added to the view counter and that viewers engage with
this ad.
About Strike Social
Strike Social harnesses the power of artificial intelligence to drive
the best outcomes in YouTube and social media advertising. Through
media-buying software and service, Strike Social helps major agencies
and brands, such as Beats, Xbox, Honda, Mattel, Lionsgate and Trunk
Club, scale their campaigns. With a workforce presence in 16 major
markets — including headquarters in Chicago and offices in Kraków and
Manila — Strike Social was recently named the No. 17 fastest-growing private company in the U.S. by Inc. Magazine. Learn more at strikesocial.com.
Visit our news center to see what the press has been saying about us: https://strikesocial.com/news/
We recently started accepting payments in Dash. Learn more about our global campaign to promote Dash here:
https://www.dash.org/forum/threads/strike-social-inc-500-no-17-official-update-thread.24120/
[img]https://www.dash.org/forum/data/attachments/5/5478-d45ee1262754be61ac9387ac71d87941.jpg[/img]
(Ryan Taylor, January 18, 2018 TNABC Miami)
How can Strike Social guarantee results?
By running the video as a YouTube TrueView Ad.
YouTube Trueview Ads are those ads that can be skipped after five
seconds. These are a great advertising option as you only have to pay
for views if somebody reaches the 30-second mark of the video. If they
skip before hitting that threshold, you aren’t charged.
This ad method also ensures payment is only needed if Strike Social
reaches an engaged viewer. It is a win-win situation — viewers only
watch videos they are curious about and we know all the views come from
people that are really interested in the video.
How many views does the budget allow for?
The plan is to run this campaign for three (3) months to reach everybody
interested in digital currency/cryptocurrency in the five countries
mentioned above.
Strike Social’s data science and planning tools have identified the number of people that fall into these interest
groups across each country. It’s recommended that we ensure there is a
set amount of total views per country in order to be successful. Please
see below for views needed to achieve the desired results.
Strike Social recommends promoting the introductory video 'What is Dash?' because, for an audience that is learning about Dash for the first
time, it tells a clear story about what Dash is and what it does.
In order to make consumers aware, they need to understand what Dash is.
This video accomplishes that. Besides, it already has some traction with
100,000 views for the English version and almost 2,000 views for Japan.
This is also a great first video to be followed by additional paid campaigns to support other video series, such as ‘Dash School.’
Why did we choose YouTube to drive awareness?
There are 1.5 billion monthly YouTube users across the globe with over one billion hours of video footage being
watched each day. YouTube viewers also spend an average of 40 minutes
per session on YouTube, which means they are engaged.
These are just statistics on the platform itself. How about advertisements on the platform?
Recent studies show that advertisements on YouTube generate on average a 17% lift in brand awareness and a 13% lift in consideration.
How will we reach a qualified audience?
YouTube is a great platform to reach an audience that fits within your target. Why?
YouTube allows you to target various interests, create custom audiences
and tap into what keywords viewers are searching for. The targeting
options also allow you to target people that have already shown interest
in Dash (a process called remarketing).
Strike Social has built a proprietary recommendation engine that uses historical YouTube performance and social media listening to find the perfect audience on YouTube.
A full targeting plan has been developed and will be translated into the
language of each country. Strike will use all the keywords present in
the targeting plan at the beginning of the campaign. Then, keywords and
audiences that aren’t working will be paused in real time. The keywords
and audiences that perform well will be optimized for maximum
performance.
Granular, 24/7 optimization guided by machine learning leads to the best performance in the YouTube advertising space. As a global company, we are able to have media buyers monitoring the performance of
campaigns night and day. On top of that, our AI-powered technology helps
improve performance to drive optimal results.
Metrics that matter
Strike Social will guarantee a set number of views per country that will
be reported on to show that viewers are engaged with Dash. It is always
Strike Social’s job to try and beat the guarantee so there is an
over-delivery of views to the video.
Strike Social will also conduct a brand lift study that can effectively determine if the video advertisement drove a lift in brand awareness or consideration.
This study provides ancillary metrics to prove if the campaign worked or
not. The benchmark will be a 17% lift in awareness and a 13% lift in
consideration.
How will Masternodes know what’s going on
Strike Social’s dedicated campaign managers will be posting weekly
updates recapping campaign performance to ensure Masternodes are able to
keep a pulse on the campaign.
This recap will include views by country and also insights such as which audiences and keywords are working.
Masternodes will also notice that the video view count will be going up as the campaign is flighted.
Timeline
This will be a 3-month long campaign starting on Feb. 1, 2018, and
running through the end of April. The campaign will be evenly split
between each month.
Future iterations
Strike Social believes that there are many more extensions of this
campaign should the Masternodes find our YouTube proposal successful.
These extensions include:
This is a 3-month project that will require 300 Dash/month (900 dash/total)
Full breakdown of cost is below.
Description of the project
Google’s largest third-party YouTube advertising partner, Strike Social, will promote Dash’s introductory video on the world’s second most viewed website: YouTube.
In a moment the world is interested in digital currency and
cryptocurrency, there is an opportunity to increase awareness
surrounding Dash. As the second largest search engine in the world,
YouTube is the best platform to promote a video ad focused on it. The
platform reaches 1.5 billion monthly users across the globe.
The video will be promoted in five (5) of the most popular countries for
Dash: U.S., Netherlands, Germany, France and Japan (where we'd promote
the Japanese version of the ‘What is Dash?' introductory video). YouTube can automatically
add subtitles to account for the local language in all five countries we
are targeting. These five (5) countries make up over 75% of the total
number of Masternodes.
This video promotion will ensure that awareness of Dash increases, that
video views are added to the view counter and that viewers engage with
this ad.
About Strike Social
Strike Social harnesses the power of artificial intelligence to drive
the best outcomes in YouTube and social media advertising. Through
media-buying software and service, Strike Social helps major agencies
and brands, such as Beats, Xbox, Honda, Mattel, Lionsgate and Trunk
Club, scale their campaigns. With a workforce presence in 16 major
markets — including headquarters in Chicago and offices in Kraków and
Manila — Strike Social was recently named the No. 17 fastest-growing private company in the U.S. by Inc. Magazine. Learn more at strikesocial.com.
Visit our news center to see what the press has been saying about us: https://strikesocial.com/news/
We recently started accepting payments in Dash. Learn more about our global campaign to promote Dash here:
https://www.dash.org/forum/threads/strike-social-inc-500-no-17-official-update-thread.24120/
[img]https://www.dash.org/forum/data/attachments/5/5478-d45ee1262754be61ac9387ac71d87941.jpg[/img]
(Ryan Taylor, January 18, 2018 TNABC Miami)
How can Strike Social guarantee results?
By running the video as a YouTube TrueView Ad.
YouTube Trueview Ads are those ads that can be skipped after five
seconds. These are a great advertising option as you only have to pay
for views if somebody reaches the 30-second mark of the video. If they
skip before hitting that threshold, you aren’t charged.
This ad method also ensures payment is only needed if Strike Social
reaches an engaged viewer. It is a win-win situation — viewers only
watch videos they are curious about and we know all the views come from
people that are really interested in the video.
How many views does the budget allow for?
The plan is to run this campaign for three (3) months to reach everybody
interested in digital currency/cryptocurrency in the five countries
mentioned above.
Strike Social’s data science and planning tools have identified the number of people that fall into these interest
groups across each country. It’s recommended that we ensure there is a
set amount of total views per country in order to be successful. Please
see below for views needed to achieve the desired results.
- United States:
- Views Needed: 3,050,000
- Cost Needed for Views: $244,000 USD (~300 Dash)
- Overall Estimated Reach: 9,760,000
- Views Needed: 3,050,000
- Japan:
- Views Needed: 2,025,000
- Cost Needed for Views: $182,250 USD (~225 Dash)
- Overall Estimated Reach: 6,480,000
- Views Needed: 2,025,000
- Germany:
- Views Needed: 1,300,000
- Cost Needed for Views: $130,000 USD (~160 Dash)
- Overall Estimated Reach: 4,160,000
- Views Needed: 1,300,000
- France:
- Views Needed: 1,135,000
- Cost Needed for Views: $113,500 USD (~140 Dash)
- Overall Estimated Reach: 3,632,000
- Views Needed: 1,135,000
- Netherlands:
- Views Needed: 600,000
- Cost Needed for Views: $60,000 USD (~75 Dash)
- Overall Estimated Reach: 1,920,000
Learn more about our capabilities and strategy to promote Dash (presentation)
- Views Needed: 600,000
Strike Social recommends promoting the introductory video 'What is Dash?' because, for an audience that is learning about Dash for the first
time, it tells a clear story about what Dash is and what it does.
In order to make consumers aware, they need to understand what Dash is.
This video accomplishes that. Besides, it already has some traction with
100,000 views for the English version and almost 2,000 views for Japan.
This is also a great first video to be followed by additional paid campaigns to support other video series, such as ‘Dash School.’
Why did we choose YouTube to drive awareness?
There are 1.5 billion monthly YouTube users across the globe with over one billion hours of video footage being
watched each day. YouTube viewers also spend an average of 40 minutes
per session on YouTube, which means they are engaged.
These are just statistics on the platform itself. How about advertisements on the platform?
Recent studies show that advertisements on YouTube generate on average a 17% lift in brand awareness and a 13% lift in consideration.
How will we reach a qualified audience?
YouTube is a great platform to reach an audience that fits within your target. Why?
YouTube allows you to target various interests, create custom audiences
and tap into what keywords viewers are searching for. The targeting
options also allow you to target people that have already shown interest
in Dash (a process called remarketing).
Strike Social has built a proprietary recommendation engine that uses historical YouTube performance and social media listening to find the perfect audience on YouTube.
A full targeting plan has been developed and will be translated into the
language of each country. Strike will use all the keywords present in
the targeting plan at the beginning of the campaign. Then, keywords and
audiences that aren’t working will be paused in real time. The keywords
and audiences that perform well will be optimized for maximum
performance.
Granular, 24/7 optimization guided by machine learning leads to the best performance in the YouTube advertising space. As a global company, we are able to have media buyers monitoring the performance of
campaigns night and day. On top of that, our AI-powered technology helps
improve performance to drive optimal results.
Metrics that matter
Strike Social will guarantee a set number of views per country that will
be reported on to show that viewers are engaged with Dash. It is always
Strike Social’s job to try and beat the guarantee so there is an
over-delivery of views to the video.
Strike Social will also conduct a brand lift study that can effectively determine if the video advertisement drove a lift in brand awareness or consideration.
This study provides ancillary metrics to prove if the campaign worked or
not. The benchmark will be a 17% lift in awareness and a 13% lift in
consideration.
How will Masternodes know what’s going on
Strike Social’s dedicated campaign managers will be posting weekly
updates recapping campaign performance to ensure Masternodes are able to
keep a pulse on the campaign.
This recap will include views by country and also insights such as which audiences and keywords are working.
Masternodes will also notice that the video view count will be going up as the campaign is flighted.
Timeline
This will be a 3-month long campaign starting on Feb. 1, 2018, and
running through the end of April. The campaign will be evenly split
between each month.
Future iterations
Strike Social believes that there are many more extensions of this
campaign should the Masternodes find our YouTube proposal successful.
These extensions include:
- Running the video in other successful countries beyond the original five.
- Creating additional videos with more information on Dash and serving those advertisements to viewers of this introductory video. This is
called sequential remarketing and leads to high engagement.- One example would be to promote the ‘Dash School’ series.
- Running this video across other channels that Strike Social can support such as:
- The open web
- Facebook/Instagram
- Twitter
- Amazon Video
- The open web
- Creating a video that is specifically for merchants and targeting merchants/business owners vs. individuals interested in cryptocurrency.
Show full description ...
Discussion: Should we fund this proposal?
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solarguy
While the "What is Dash?" video is far from perfect, Google's brand lift study indicated that all these views are having a positive impact.
Please also note that we are working on an ongoing basis with various community members to come out with better video content. We spent money and effort on the Trejo commercial proposal last month, and continued with our efforts this month by interviewing other thought-leaders and influencers in the space. We've also been working with Corduroy and ABJ on ways to improve content for Dash. We are investors in Dash, and we're passionate and committed to delivering value. Depending on the Ogilvy content schedule, and other videos now available, (Eralith's), it is possible we can switch the views to a different video for better performance.
Thanks very much for the opportunity to serve the network.
https://www.dashninja.pl/proposaldetails.html?proposalhash=c1c99999297542b134b8c7ef196dacf17df0af8fc4bc796f63f7fc5d909ba4d8
I do not know which source is true, dashcentral or the other, though.
" This video told me nothing about how it works and how it's different from Bitcoin and other blockchain coins."
This money might be far better utilised when there is better content available.
solarguy
YouTube Awareness - Country Expansion (Strike Social Inc. 500 No.17) by pmckenna12
https://dashwatch.org/files/1525033736741.pdf
It's also the last month that this type of campaign can be run on Google, so it's make hay while the sun shines.
I'm really thankful to see this campaign finishing out its third month.
Please keep posting proposals, Strike Social, even though this one didn't make the new smaller Dash budget.
Thank you.
Please find an updated report with data from February 1st - February 22nd: https://spaces.hightail.com/receive/BJC03HSiyj
Here are some of the important highlights of the campaign so far:
1. The campaign has generated ~2,000,000 views for the Dash How To Videos in English and Japanese. This shows that the campaign is well on track to hit and/or exceed the original views expected.
2. The video completion rate for the videos is at 36%. This means that 36% of the people that are 'served' the video on YouTube finish it. The benchmark for this is typically 10% so this is well out pacing the benchmarks.
3. The video is performing extremely well against an audience that is trying to seek out the 'best cryptocurrency' or 'investment ideas.' To us, this proves that Strike Social is reaching an audience and helping to educate/drive awareness.
4. Women are slightly more engaged with the videos than men and Strike Social will continue to keep these learnings in place as we continue to optimize.
Strike Social is working with Google and expects to have Brand Lift Study results in the coming weeks. We will be sure to update a report as soon as possible for that.
Another updated report in the link below with data from the beginning of the launch through Monday, February 19th.
The campaign has eclipsed 1,750,000 views across all (5) countries.
https://spaces.hightail.com/receive/EUzrUIBoFB
Sending through a link to another report that features the following:
1. Performance across each country
2. The best performing and worst performing keywords
3. Performance across device and gender
Please let me know if there is any feedback. Thank you.
https://spaces.hightail.com/receive/6SPRpfnsIt
I had a productive call with Ogilvy and Fernando earlier this week. We are getting closer to new videos. And then, we will also have additional creative options for future proposals.
Here is an update on the latest video view tracker:
-US: 230,799
-France: 164,506
-Germany: 155,544
-Japan: 117,996
-Netherlands: 93,533
Total Views: 762,378 since February 1st
The keyword that is generating the most views is 'financial news.' The keyword that is generating the most engaged viewer is still 'best cryptocurrency.'
We will continue to have detailed reports 2x/week. I'll also share the Awareness study results once ready in the coming weeks.
In the meantime, I want to share initial results as we're a few days into the campaign.
Currently, the campaign is going extremely well! It's well exceeding industry benchmarks. The English version of the video has garnered 480,000 views while the Japan video has garnered 108,000 views from 2/1 - 2/5:
-US: 158,000 views
-France: 125,000 views
-Germany: 120,000 views
-Japan: 108,000 views
-Netherlands: 76,000 views
34.5% of people that are shown the English ad are completing the video compared to 35% of people in Japan. These statistics are well above video completion benchmarks, which are ~10% for a video over 90 seconds. These strong metrics indicate that we're finding the right audience that enjoys the video.
Few other key, initial stats:
-We're optimizing the campaign a bit towards viewers on their desktop. The video completion rate (VCR) is 37% on desktop.
-The most engaged age group are those between the ages of 25-35 (38% VCR)
-Females are slightly more engaged than males (35.6% VCR vs. 35.1% VCR)
-Viewers that are interested in technology and financial services are the most engaged (41% VCR)
-There are (2) keywords that viewers are searching for where they are most engaged when shown the Dash video -- 'Best cryptocurrency' and 'Bitcoin trading'
What's next:
We will continue to provide 2X reporting updates/week and should have the Brand Lift Study results in the next few weeks, which show how much this video is providing a lift in awareness for the audience.
Please let me know if you have any other specific questions or requests for future reports.
Thank you for passing our proposal. We're excited to share positive results with everybody.
"If you're watching this" (obviously I am, but it's an ad, I would rather not be watching it)
"you're probably wondering, 'What is Dash?'" (no. no, I wasn't wondering. Let me watch my video)
However, now that we are looking at million dollar ad budgets, I would really like our community to create a video with much higher production value. I feel that the current video might do us a dis-favor by making Dash appear much scrappier than it actually is. A higher quality video should also be able to generate a much higher engagement rate and conversion rate.
Do we know if anyone in the community is working on an updated video or are we waiting for the new brand guidelines from O&M? If not, I have some very talented animation studios in mind that could put together an updated video.
Looking for community feedback on this one!
That business sorry aside, your proposal looks sound your company has an alliance with the growing Dash payment network. YES from me.
http://www.news.com.au/finance/work/at-work/internal-emails-reveal-googles-insane-toxic-culture/news-story/8fc8941ede9d6d92673f2e0ace9b8621
running through the end of April. The campaign will be evenly split
between each month." Look forward to it!
The best chance of high exposure and effective ads on YouTube is definitely through these guys.
Great potential here although I do agree, the owner of the proposal needs to be confirmed.
Me: https://www.linkedin.com/in/patrick-mckenna-846a9b2/
Company: https://strikesocial.com/
Our partnership release last week: http://markets.businessinsider.com/news/stocks/Strike-Social-starts-accepting-Dash-as-payment-for-digital-advertising-campaigns-1013213440
Our results from last weeks press release. We reached over 130 million potential readers and were picked up by over 700 publications globally. There are more links and results on this thread. https://www.dash.org/forum/threads/strike-social-inc-500-no-17-official-update-thread.24120/
Your partnership release last week: https://www.econotimes.com/Dash-announces-partnerships-with-GoCoin-Strike-Social-and-Piiko-1105677
Here's the pre-proposal link: https://www.dash.org/forum/threads/pre-proposal-increase-dash%E2%80%99s-awareness-by-advertising-on-youtube.26994/
Keep in mind the $280K per month is for advertising, the money isn't going to Strike Social. The money is going to Google for 20M views. Does that help?
btw, John can you private message me? Strike Social is going to needs some tax advice on this stuff pmckenna@strikesocial.com
I need someone from Brad or Ryan's team to confirm that this pmckenna12 and proposal owner is the actual StrikeSocial CEO. I.e. Need this qualified.