Masterclass.com's YouTube Ads:
Scaling to $160M+ / year with Thomas Hopkins
We hopped on a call with Masterclass.com's former head of performance marketing Thomas Hopkins, where he reveals how he helped scale Masterclass.com to $160M per year, via YouTube ads, TV, and literally every other paid media channel available.
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Some highlights from this episode:
How Thomas went from running an ecommerce dog poop bag business, to growing gaming companies, to scaling ridership at Lyft to $5M/week, to scaling Masterclass from $40M to over $160M in a year.
How Thomas’ custom built LTV (Life Time Value) models allowed gaming companies to see the ROI on their ads so they could scale
The 4-part "DIY" Dashboard Thomas uses to reliably measure each channel's impact on your marketing mix, and know how they impact your overall profitability (even at $1 million per day in adspend)
What most direct response marketers get wrong when it comes to breaking through their scaling “ceiling” and what opportunities can happen when you combine brand + performance to what Thomas calls “brandformance”
The secret to making platform-specific content that scales
Why Thomas predicts 2021/2022 will be seen as “the lost years” of digital advertising - and why Facebook and Google
The “old school” tracking metric used by Masterclass to scale to $160M
Why most incrementality tests fail - and the 1 metric Thomas uses “you have to make something like a 50% difference on that channel to actually see a jump”
The “ceiling” on direct response advertising - & why DR alone can’t scale your business to the maximum potential
How to use “Creative Diversity” to overcome ad fatigue, decrease your cost of traffic, and break through scaling plateaus
The ad account structure changes Thomas made at Masterclass to help push yearly revenue way past $100M
The 2 keys to scaling post iOS 14.5
Why Thomas predicts Facebook & Google’s “Walled Gardens” will soon no longer exist - and what this means for the future of advertising
Thomas' new Web 3 gaming company perfectstorm.gg - and why Web 3 gaming will soon be a $50 Billion space
Blockchain, and what it means for marketing in 2022 and beyond
And last but not least... The exact YouTube video ad formula Masterclass used to scale to $160 million per year (and the best example ad to use as a template even if you DO NOT have an a-level celebrity with name brand recognition)
Go here to check out this episode of VidTao's Video Inception Podcast on YouTube: https://www.youtube.com/watch?v=zCl1Ikrs_nE
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Have a great week!
The VidTao Team
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