Pre-proposal: Increase Dash’s awareness by advertising on YouTube

pmckenna12

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Dec 20, 2017
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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/
ryanstrike1.jpeg
(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
  • Japan:
    • Views Needed: 2,025,000

    • Cost Needed for Views: $182,250 USD (~225 Dash)

    • Overall Estimated Reach: 6,480,000
  • Germany:
    • Views Needed: 1,300,000

    • Cost Needed for Views: $130,000 USD (~160 Dash)

    • Overall Estimated Reach: 4,160,000
  • France:
    • Views Needed: 1,135,000

    • Cost Needed for Views: $113,500 USD (~140 Dash)

    • Overall Estimated Reach: 3,632,000
Why do we want to promote the introductory video?
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

  • Creating a video that is specifically for merchants and targeting merchants/business owners vs. individuals interested in cryptocurrency.
 
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feedbands

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Dec 2, 2017
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StrikeSocial is obviously an excellent firm through which to deploy youtube adverts :)

I am curious about the second part of the equation, all the action that occurs after the video is viewed. How do we accurately track the goals that are being completed as a result of the campaign, whether it be to wallet downloads, proposal submissions, or dash purchases? Clearly we would want to optimize a campaign of this level for conversion rates and have clear measurements of effectiveness.

Also curious if it makes sense to deploy native language content in countries where english is not the language spoken?
 
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pmckenna12

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Great questions. In terms of the language serving issues, the translations will get us most of the way there. If we're seeing that it's not enough, our software and reps should be able to quickly identify a shortfall. We can compare subtitled video engagement rates to native language ones (English) to determine if it's worthwhile to switch content.

In terms of backend metrics and conversions - of course the end goal is wallet downloads, new users, new talent, new merchants and awareness. The marketing pipe is long, though, and we have found that you optimize one leg at a time, instead of trying to optimize the entire funnel all at exactly the same time.
 
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feedbands

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True, but why not send traffic from the campaign to a landing page to track the results. Then we could easily view detailed metrics of exactly how many people entered from which video campaigns and continued on to the wallet download page, the treasury, an exchange to buy. In one seamless motion we could also tag them with a remarketing cookie and optionally collect an email address.

We could then instantly see which campaigns were actually resulting in continued engagement and performing well and which were not. Surely you would want such metrics to make data-driven decisions regarding optimization?
 
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pmckenna12

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Dec 20, 2017
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True, but why not send traffic from the campaign to a landing page built explicitly to track the results of advertising campaigns, especially considering such a site has already been built with treasury funds and it's optimization is ongoing. Then we could easily view detailed metrics of exactly how many people entered from which video campaigns and continued on to the wallet download page, the treasury, an exchange to buy. In one seamless motion we could also tag them with a remarketing cookie and optionally collect an email address.

We could then instantly see which campaigns were actually resulting in continued engagement and performing well and which were not. Surely you would want this data to make informed decisions regarding optimization?
With YouTube advertising, there are incredibly intricate optimizations that are made based on video engagement patterns between user groups. Our proprietary software is able to make those optimizations exceptionally efficiently and on a near continuous basis, but we aim and optimize for different metrics than you'd optimize for in an end goal search/content CPC campaign.

I'm happy to have one of my data guys run through the nuts and bolts on a private call or email if you're interested.
 
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feedbands

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Would the ads be clickable? If so, where would the traffic be directed?

Or is the goal of campaign to get views with no traffic outbound?

Sorry I'm not trying to be difficult, just trying to understand how this type of campaign works.
 
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pmckenna12

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Dec 20, 2017
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Hi Feedbands, great question, yes of course we can make the video clickable. I'll work with Brad and the new CMO to get the link. Btw, just curious did you make it to Miami? I'd love to see you today and go through our tech stack if you're around can you private message me? I think that would really help and it would be great to put a face to the name.

Cheers!
 

pmckenna12

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Dec 20, 2017
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I’ve got to leave at 2pm for a flight, no party for me. I have time now, can you meet at the Dash booth between now at 11am?