In order to achieve Exact’s recruitment KPIs, NMPi launched a 4 week video advertising campaign which aimed to increase recruitment applications and brand presence. To do this, we ran on YouTube as well as pre-roll videos across our network of video publishers.
With TrueView instream, viewers can skip an ad after 5 second and unless the video was watched for more than 30 seconds or clicked on, payment is not required. This means advertisers are only paying for users who have engaged with their video, however advertisers also receive some visibility among less-aware audience.
We used several targeting strategies to make sure the ads were only seen by relevant audiences including targeting look-a-like profiles to those who had previously visited the recruitment site as well as a combination of 2nd and 3rd party data targeting IT jobs. Furthermore, YouTube targeting allowed us to target users based on personal behaviour for instance, individuals who were seeking jobs in IT or Technology. Another strategy included targeting specific keywords relevant to the job post as we know watchers of these videos would have an interest in the subject matter.