Our ads were seen by over 3,7M people, with 30% of those viewing for more than 30 seconds when In-Stream. We also saw a 22% increase in users viewing videos in full in the final month of running and over 7,5k visits to the courses
EIT Urban Mobility is an initiative of the European Institute of Innovation and Technology (EIT). Since January 2019, EIT Urban Mobility has been working to encourage positive changes in the way people move around cities to make them more liveable places.
EIT Urban Mobility were facing different challenges to build awareness of their free online courses. Passion were challenged to raise EIT’s profile by promoting related videos from their WebTV YouTube channel through YouTube Ads.
We responded to this challenge by launching 5 videos in October 2021. We worked closely with EIT to frequently refresh new, exciting content, ensuring audiences were not fatigued with similar ads.
We tested various ad formats, including In-Stream, targeting custom-built audiences (for example, people searching for similar courses/content on Google Search). Each video linked to a specific course, ensuring the content shown had a relevant landing page.
Once we gathered data, we were able to optimise performance by adjusting our bids on the best performing ad formats, audiences and videos which increased our view and click-through rates.
impressions
views
in-stream View Rate
clicks
In the three months of running YouTube campaigns, our ads were seen by over 3,700,000 people, with 30% of those viewing for more than 30 seconds when In-Stream. We also saw a 22% increase in users viewing videos in full in the final month of running.
As a bonus, we were able to drive over 7500 clicks to the site