Overview
UOC dramatically increases interaction with its audio ads while reducing campaign costs.
The Universitat Oberta de Catalunya (UOC), a renowned university in Catalonia and the rest of Spain, aspired to increase its presence on YouTube in an innovative way. In order to maximise ad visibility and achieve a specific level of impressions, the UOC partnered with Adsmurai, its media agency, to develop a strategy based on Audio Campaigns on the platform. As a result, it was able to significantly increase the UOC's recognition and generate impressions at a considerably lower cost compared to other campaigns with the same objective.
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Challenge
Efficiently increasing the visibility of campaigns
The Universitat Overta de Catalunya was faced with the challenge of increasing its presence on YouTube and gaining greater visibility. With a significant part of its target audience active on the platform, the university was looking to use YouTube as a channel to interact with audiences interested in training. To meet this challenge, Adsmurai and the UOC used YouTube Audio Ads, a new ad format on YouTube that allows advertisers to reach users who consume content aurally on the platform.
These ads represent an innovative advertising strategy that allows advertisers to reach users who consume content aurally on the platform. YouTube has developed this option to provide an optimal advertising experience, especially for users who choose to listen to content on the go or via Google Smart Speakers. In addition, they are published during long listening sessions and moments in the background, ensuring greater visibility and engagement with the audience.
For the occasion, four audios were created, two in Spanish and two in Catalan, with the aim of analysing the flow of impressions of each one. Two of these audios were aimed at audiences interested in Vocational Training (VET) studies, while the other two were oriented towards other lines of training offered by the Universitat Oberta de Catalunya, thus encouraging audiences to choose training with the university.
"The achievement of the objectives pursued by the UOC represented a significant milestone, especially when implementing a new campaign format. The contribution of Google and the UOC was key to achieving the objectives in an efficient way".
— Josefina Moratalla, SEM Specialist in Adsmurai
Solution
Increased interactions and reduced costs
After comparing the audio campaigns with the video campaigns, both with the objective of increasing visibility at a target CPM, considering the same time period and language, it was determined that the audio campaigns achieved very positive results and contributed significantly to the achievement of the overall objective. A reduction of the cost per thousand impressions (CPM) by 58% and a reduction of the cost per click (CPC) by 72% was observed.
This strategy demonstrates the potential of YouTube as a relevant platform to reach target audiences, complementing the KPIs of other digital campaigns and generating a significant impact on audience recognition and engagement with the UOC.
We would like to highlight Adsmurai's effort and strategic vision. These qualities, combined with close collaboration, analytical skills and proactivity, have been fundamental to the results obtained in the Youtube Audio campaign. It is clear that they understand the needs of the Universitat Oberta de Catalunya (UOC) and know how to translate them into successful campaigns in an effective way.
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