System Transport was growing, closing new customers, and looking to secure new drivers to service these customers in select terminal locations. They wanted to get their name out to new prospective flatbed drivers quickly within a 2-week period. Branding was the main goal, with a secondary goal of lead generation.

LACED Agency suggested a targeted YouTube Video Advertising Campaign to attract new drivers to their brand in the key locations needed. We decided on “Skippable In-Stream” ads to fit System Transport’s goals, budget, and timeline. Strategically, LACED Agency delivered video creative that was no longer than 11 seconds so that users would have the highest probability of seeing the entire video before being able to “skip” within YouTube. We also included a call-2-action card with a trackable URL and trackable phone # for recruiters. This allowed System Transport to 1) reach as many new targeted drivers as possible and introduce them to the brand, 2) Drive more phone calls to recruiters during the campaign, and 3) attract/influence/persuade new drivers to check out System Transport and join their team. 

Campaign Overview:

• Campaign Duration = 2-week Targeted Campaign
• Ad Creative = 15 Video Ads Deployed 
• Ads served = 207,166 impressions for 2 Week Campaign / 103, 583 impressions per week / 14,797 impressions per day / 616 impressions per hour / Averaged 10 impressions for every 1 minute 

Campaign Results: 

• Recruiter Calls = saw a 35% lift in calls over 2-week campaign
• Overall Views = 2.2 million views of 11 sec video brand creative
• Active Viewers = 60% (1.36 million active viewers) 
• Watch Time =  1.5 million seconds / 25,333 minutes / Averaged 60+% of viewers watched the videos in their entirety  
• Average View Rate = 56.2% view rate (This metric measures your video’s ability to engage viewers – the viewer stopped the video, clicked on a link in it, etc…)

Bonus Results: 

• Engagement / Card Clicks (Lead Conversions) = 33.9% Clicks