Pre-Proposal - YouTube Awareness - Country Expansion (Strike Social Inc. 500 No.17)

[pmckenna12]

This is a 3-month project that will require 195 Dash/month (585 dash total).

Full breakdown of cost is below.

Description of the project:

Google’s largest third-party YouTube advertising partner, Strike Social <https://strikesocial.com/>, will promote new Dash videos from Ogilvy Spain on the world’s second most viewed website
<http://www.alexa.com/topsites>: YouTube.

This is an extension of the currently live proposal with a focus on driving awareness for Dash in
additional countries. The currently live campaign has gotten off to an incredibly strong start with metrics well above benchmarks. The latest report can be found here <https://spaces.hightail.com/receive/EgskuvoLLs>.

You can view updates on the currently running awareness campaign here: https://www.dashcentral.org/p/strike-social-youtube ( We have delivered over 1,000,000 views and counting. Weekly updates have been reported onto the Dashcentral page.)

At the moment, the world is interested in digital currency and cryptocurrency, and 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
<https://www.thinkwithgoogle.com/consumer-insights/youtube-audience-marketing-myths/>
across the globe. (Think of YouTube like TV 2.0 - targeted TV ads.)

The video will be promoted in five (5) of the most popular countries for Crypto: Australia, Russia, Venezuela, Indonesia and South Korea. YouTube can automatically add subtitles to account for the local language in all five countries weare targeting. These five (5) countries are different than the currently live campaign and represent some of the largest opportunities for Dash. It’s Strike Social’s goal to continue to spread the Dash message to countries where it will be well received. 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. <https://www.inc.com/profile/strike-social> by Inc. Magazine. Learn more at strikesocial.com <https://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/


(Ryan Taylor, January 18, 2018 TNABC Miami Announcing the Strike Social Integration)

How can Strike Social guarantee results?

By running the video as a YouTube TrueView Ad
<https://www.thinkwithgoogle.com/products/youtube-trueview/>.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 <https://strikesocial.com/software/> have identified the number of people that fall into these interest groups across each country. We are also taking learnings about what has been working during the currently live campaign. It’s recommended that we try to garner at least 1,000,000 views per country during the (3) months flight. All of these views will be hyper targeted to reach a correct/relevant user.

Country Breakdown:

- Australia: 1,000,000 views
- Russia: 1,000,000 views
- Venezuela: 1,000,000 views
- Indonesia: 1,000,000 views
- South Korea: 1,000,000 views

Each country has more than 1,000,000 people interested in crypto but Strike Social wants to start slow and learn before promoting more. What videos will we be promoting? Strike Social recommends promoting a video that will help drive awareness and educate viewers on what Dash is within these countries.

Strike Social would recommend promoting that ‘What is Dash’ video but we know the Masternodes would like to promote updated videos. Strike Social has been working with Fernando and Ogilvy Spain to understand when new video assets will be ready. The goal for this campaign starting in March
will be to use updated, fresh videos to reach relevant viewers.

Why did we choose YouTube to drive awareness?

There are 1.5 billion monthly YouTube users <https://www.thinkwithgoogle.com/consumer-insights/youtube-audience-marketing-myths/> 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 <https://www.thinkwithgoogle.com/int...a-shows-online-video-ads-drive-consideration/> 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 <https://strikesocial.com/software/> 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 <https://strikesocial.com/company/>, we are able to have media buyers monitoring the performance of campaigns night and day. On top of that, our AI-powered technology helpsimprove performance to drive optimal results.

Metrics that matter

Strike Social will guarantee a set number of views per country (Yes, we are currently losing money on our first proposal because of the Dash price drop - but this is our guarantee, and we are in this for the long-term.). 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 <https://www.thinkwithgoogle.com/products/brand-lift/> 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 after the March superblock, and running through the end of May. The campaign will be evenly split between each month.

Future Efforts

Strike Social wants to continue to learn and will aim to deliver more views in the future for the countries that
have been exposed to Dash videos. Strike Social will then continue to expand updated videos to new countries that over-index with cryptocurrency.

 

[Dashmaximalist]

strike social is doing awesome work , gets my vote

 

[Name3]

You have my support as well. But I think a while ago someone got localized voice overs for the "What is Dash" video and put them up on youtube. I'll look for them they might come in handy

 

[pmckenna12]

You have my support as well. But I think a while ago someone got localized voice overs for the "What is Dash" video and put them up on youtube. I'll look for them they might come in handy

Perfect, thanks, see if you can locate those. Otherwise, the plan will be to use language specific subtitles until the Ogilvy creative is ready to swap out.

 

[pmckenna12]

Will do, thanks for the support!

 

[Name3]

Perfect, thanks, see if you can locate those. Otherwise, the plan will be to use language specific subtitles until the Ogilvy creative is ready to swap out.

Found it. They aren't the most professional voice overs so it might be better to go with your original plan.

 

[pmckenna12]

Found it. They aren't the most professional voice overs so it might be better to go with your original plan.

Could at least be worth an A/B test against the subtitled versions until the new Ogilvy material is ready. Thanks a lot for the legwork in tracking these down.

 

[Iñaki]

You guys rock!
What if the value of dash siginificantly decreases/increases during the proposal?
Wouldn’t it be appropriate to adjust your promised viewcount based on the price on the individual payout days?

 

[pmckenna12]

You guys rock!
What if the value of dash siginificantly decreases/increases during the proposal?
Wouldn’t it be appropriate to adjust your promised viewcount based on the price on the individual payout days?

Good question. Unfortunately, after we made our proposal last month, the price of Dash did drop fairly dramatically. (See: https://www.dashcentral.org/p/strike-social-youtube) When we submitted our proposal, 300 Dash/mo was $250k/mo....briefly dipped down to around $150k and is now back to $200k. We aren't sweating it.

Our commitment to Dash (and all our clients) is a fixed amount of guaranteed views, and that's what we're well on track to deliver. We believe in Dash for the long-term, and whether the price oscillates, our role in this process is to deliver the views that we guaranteed.

(Unofficially, we are currently HOLDING our Dash supply and are willing to carry exchange risk, even though our publishers are being paid in USD from our bank reserves. We have had some interest from Strike employees to be paid a portion of their salary in Dash. I still need to work with our finance department on this year's projections, but I am hoping that holding some portion in Dash becomes our policy. We, of course, must pay the vast majority of these funds right over to Google, but for the moment, if we can afford it, investing in Dash's future seems like a comfortable spot.)

 

[pmckenna12]

You guys rock!
What if the value of dash siginificantly decreases/increases during the proposal?
Wouldn’t it be appropriate to adjust your promised viewcount based on the price on the individual payout days?

There is also an advantage to scale and testing with Youtube spends. For example, by month 2, our ads will be running more efficiently than in month 1, and in month 3, even better. By efficiently, I mean both cost and in terms of being able to target more accurately the most engaged viewers.

 

[Iñaki]

Sure, it’s your choice if you want to hold or convert it to USD.
Since you’re probably buying the ads with fiat, your guaranteed views should be fixed to fiat values and not dash values in my opinion on the day you could if you wanted convert it to fiat(payout day). Almost every big multi month proposals takes value fluctuations into account in some way or another.

Im in no way against you profiting but assuming dash just goes back to its ATH(which wouldn’t surprise after the recent strong downturn)
and staying there for three months you would be paid about 1/2 for adds(and a bit profit I assume) and 1/2 pure profit based on the exchange rate

 

[pmckenna12]

Sure, it’s your choice if you want to hold or convert it to USD.
Since you’re probably buying the ads with fiat, your guaranteed views should be fixed to fiat values and not dash values in my opinion on the day you could if you wanted convert it to fiat(payout day). Almost every big multi month proposals takes value fluctuations into account in some way or another.

Im in no way against you profiting but assuming dash just goes back to its ATH(which wouldn’t surprise after the recent strong downturn)
and staying there for three months you would be paid about 1/2 for adds(and a bit profit I assume) and 1/2 pure profit based on the exchange rate

Yes, our guaranteed views are based off of the fiat value at the time of the proposal. We aren't interested in profiting on the exchange fluctuation in terms of views, but we do recognize that the price changes are part of doing business with the DAO and we're okay with that.

 

[Iñaki]

Then why don’t you adjust the promised views to the fiat value of dash on the payout days?

 

[pmckenna12]

Then why don’t you adjust the promised views to the fiat value of dash on the payout days?

We plan our guaranteed views off of a pre-analysis of the market before putting together the proposal. We don't want to underbid or overbid, but rather find a sweet spot to capture a chunk of the crypto views in any given region. There are also some momentum issues in the testing/optimizing that would be set off if we had to regulate views depending on Dash price movements.

But again, if this oscillation does pose an ongoing problem in either direction, we'll look at a way to adjust how we do this. Thanks for the suggestion. We like these types of suggestions, so thanks again.

 

[Iñaki]

I hope you adjust your proposal accordingly to account for the value gains of a bull market or the value losses of a bear market. Otherwise I can’t see a reason why we wouldn’t just pay you a calculable fiat amount through cores marketing budget and spend the rest of the expected to go up value on other efforts.

 

[pmckenna12]

Hi Inaki, we priced the original proposal in mid Jan when Dash at or very close to $1,000, so we have a ways to go but i hear you. Look, we're you're partner, Strike is currently holding and we're in this for the long haul. Our deal, is we advertise to the right people we all win. If we start seriously over winning in some crazy bull run we'll address it you have my word. Btw, that could cut both ways, but we didn't stop advertising when the coin price was dropping.

 

[Iñaki]

That’s fine for me. I’m aware that it could go both ways. Also let’s not mix this with your other proposal, that’s a done deal between you and the Dao.
I also acknowledge and appreciate the partnership and Im sure your providing good value for dash but in the end your business model is to optimize the roi on advertising, if you wouldn’t optimize for value gains or losses I couldn’t see the point.