Youtube and Google ads analysis

General View rate

Interaction Rate

Impr. funnel analysis voice Funnel with voice and music Total 58921 58313 117234 views funnel analysis voice Funnel with voice and music Total 2775 2719 5494

In stream Chi-square

In Stream - View rate

View rate

Video with voice in stream Funnel with voice and music in stream 0.61760000000000004 0.63870000000000005

Age Voice and video

Voice and music discovery

View rate by age

View rate 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Unknown 2.1899999999999999E-2 2.81E-2 3.04E-2 2.6200000000000001E-2 3.61E-2 3.9199999999999999E-2 2.53E- 2

Funnel with voice and music in stream View Rate by age

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Unknown 0.7167 0.72629999999999995 0.7 0.6522 0.62960000000000005 0.56820000000000004 0.62280000000000002

Device Voice and Music

Device Voice and Music

View rate

View rate Mobile phones Computers Tablets 4.0800000000000003E-2 0.75339999999999996 4.5600000000000002E-2

Voice and Music Gender

Voice and music discovery Gender View rate

View rate Female Unknown Male 3.1800000000000002E-2 2.5100000000000001E-2 2.9399999999999999E-2

Funnel with voice and music in stream Gender view rate

Male Female Unknown 0.71330000000000005 0.63739999999999997 0.61890000000000001

Housheld income Voice and video

Household income Funnel with voice and music in stream

View rate

View rate 11 - 20% 41 - 50% Lower 50% 21 - 30% Unknown 31 - 40% Top 10% 0.66669999999999996 0.57140000000000002 0.60980000000000001 1 0.63819999999999999 0.75 1

Household income Voice and music discovery

Lower 50% 41 - 50% Unknown 11 - 20% Top 10% 31 - 40% 21 - 30% 2.7799999999999998E-2 2.5000000000000001E-2 0.03 3.8800000000000001E-2 3.2300000000000002E-2 3.7400000000000003E-2 2.53E-2

Parental Voice and Video

Voice and music discovery Parental Status View rate

View rate Parent Not a parent Unknown 3.32E-2 2.9399999999999999E-2 2.5399999999999999E-2

Funnel with voice and music in stream Parental Status View Rate

Parent Not a parent Unknown 0.67720000000000002 0.67320000000000002 0.62329999999999997

Voice and video Audience Retent

Voice and music Day and hour

Imteraction Rate per Day

Imteraction Rate

Thursday Friday Saturday Sunday 3.3700000000000001E-2 4.4299999999999999E-2 0.1384 3.9100000000000003E-2

Age Voice

Video with voice in stream

View rate per age

View rate 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Unknown 0.80840000000000001 0.78759999999999997 0.69850000000000001 0.70240000000000002 0.67059999999999997 0.63790000000000002 0.55869999999999997

Discovery video voice View Rate by age

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Unknown 2.41E-2 3.0200000000000001E-2 2.7099999999999999E-2 2.75E-2 3.1199999999999999E-2 3.5200000000000002E-2 2.06E-2

Device Voice

Device View rate

View rate Mobile phones Computers Tablets 4.2000000000000003E-2 0.75480000000000003 4.1399999999999999E-2

Voice Day and hour

Interaction rate by day

Interaction rate

Thursday Friday Saturday Sunday 2.659999999999999 9E-2 4.1099999999999998E-2 0.19550000000000001 3.9E-2

Gender Voice

Video Voice in Stream -Gender View Rate

View rate Male Female Unknown 0.76170000000000004 0.67669999999999997 0.55520000000000003

Discovery Video Voice- Gender View Rate

Male Female Unknown 2.64E-2 3.0800000000000001E-2 2.12E-2

Househeld income

Household Income Video With Voice in Stream View Rate

View rate 21 - 30% 11 - 20% Top 10% Lower 50% 41 - 50% Unknown 31 - 40% 0.78569999999999995 0.42859999999999998 0.84619999999999995 0.625 0.75 0.61439999999999995 1

Household Income Discovery Video Voice View Rate

21 - 30% 41 - 50% Top 10% Unknown Lower 50% 31 - 40% 11 - 20% 3.3500000000000002E-2 2.4899999999999999E-2 3.0499999999999999E-2 2.7300000000000001E-2 3.4500000000000003E-2 2.8000000000000001E-2 2.24E-2

Voice Parental

Video Voice in Stream Parental Status View Rate

View rate Parent Not a parent Unknown 0.67959999999999998 0.72599999999999998 0.56589999999999996

Video Voice Discovery Parental Status View Rate

Parent Not a parent Unknown 3.1099999999999999E-2 2.7E-2 2.3599999999999999E-2

Voice Audience Retention

Youtube Analytics

Youtube

5. Report

To make this report, I used all the tools offered by google analytics and youtube analytics to identify how a campaign did over the other one. I made several charts and graphics to facilitate the understanding of the data I collected. Following I will write about the four main differences that I found across the two videos: 1. The audience retention was very close, I was expecting to have more retention with the voice and music video, that I can realize that because of the content was almost the same I just got a better retention with voice and music but the difference was not huge. 2. In the parental status, I saw the "parents" were more interested in the voice and music video. On the other hand, in just the "voice" video it was not that clear. 3. The age analysis was one of the most interesting aspects of the paper. In the voice video, discovery videos the most interested group was people 65+ and fewer interest people from 18 to 24. In-stream, it was the opposite, less interested were the people 65+ and the most were the people from 25 to 34 years. Now, in the voice video; in the discovery campaign, the most interested were the young people and the less people 65+. In the Instream, most was 65+ and less 18 to 24. I can see the music caused a by impact in the category. 4. Devices: It was clear in both campaigns that computers were the most popular device. 5. In the gender analysis, I saw how in both discovery ads the male was more interested, but in both In-stream, female viewed more. 6. Saturday was the best day, more than 50% of the people viewed both campaigns on Saturday.

6. Learnings

I found this assignment extremely interesting. It opens a whole universe to advertise products from my industry in the future. The main skills I enhanced were: 1. Learn how to analyze and organize data from different sources regarding google ads campaigns. 2. To use data to predict with the first results the success or not of a campaign. 3. I got the skill to compare same content with small differences in the production to understand how the public reacts to changes. 4. Now that I got this knowledge, I'm ready to run a real campaign with the company I'm working to. I am preparing the audiovisual material to run it, targeting the Hispanic population in south Florida.