7 Key Areas for New Software Developers to Master in Their First Year

INSIGHTS
LSTN Headphones uses YouTube video demographics to target what USA retailers to approach with their products.
Purple mattresses target their YouTube ads to warmer US climate regions.
Rochester International Airport successfully used YouTube ads in nearby Minnesota counties.

FINDINGS
LSTN Headphones, Purple, and Rochester International Airport are some sample United States companies that have successfully used YouTube advertising at a localized level. LSTN Headphones uses YouTube video demographics to target retailers in places where their YouTube videos are being watched most. Purple targets YouTube ads to hotter climate areas. Rochester International Airport targets persons in local counties. Our detailed findings are found below. Additional information is available in our listed resources, including embedded videos on various website pages.

KEY FINDINGS
1. LSTN HEADPHONES — LOS ANGELES, CALIFORNIA
 LSTN Headphones, founded by Bridget Hilton and Joe Huff, is an audio company that "that makes handcrafted, vintage inspired wood headphones, speakers, earbuds with amazing sound quality." Eight employees are connected to their LinkedIn profile page. Listed as a "YouTube Advertising Success Story," LSTN Headphones used YouTube ads to grow their company, and continues to use geo-targeted ads to further their company. They target their ads to music lovers, and then based on YouTube geographic statistics, they target retailers in areas where their videos and ads are being most viewed. The United States is by far their largest viewer.

2. PURPLE — ALPINE, UTAH
Two brothers, Tony and Terry Pearce, founded Purple. Purple manufactures comfort products, with its mattress being "the world's first no pressure mattress." The company's LinkedIn page lists 155 employees. Since Purple mattresses sleep cooler than memory foam, the company geo-targeted their ads on YouTube to warm weather USA geographic zones. They even constructed ads to be city specific, such as “Hey Phoenix, Start Sleeping Cooler,” and found this to be even more successful.

3. ROCHESTER INTERNATIONAL AIRPORT (RST) — MINNESOTA
2018 was a record year for the Rochester International Airport (RST). Under the direction of Airport Director, Mr. John Reed, the airport had a passenger increase of 26% from 2017. RST has 22 full-time employees in the administration, maintenance, and fire departments. The airport is the closest one to Mayo Clinic. In 2015, the airport ran a YouTube advertising campaign with the help of CWS, Inc. By using video demographics, they were able to target their audience more specifically. Even though the campaign took place three years ago, we believe the effects of that campaign and more helped make their 2018 a record-breaking year.

ADDITIONAL INFORMATION
A few more companies, that have used YouTube to connect to their customers and build brand image, include Ole Smoky Moonshine and Mr. Plow. Ole Smoky Moonshine targeted customers living in zip codes where there brand was distributed. Mr. Plow targeted his snowplow business ads to his neighbors who were watching online videos. Though the article with this information is from 2015, we included it because we believe it has relevance to this topic.

CONCLUSION
LSTN Headphones, Purple, and Rochester International Airport are three small — midsize businesses that have successfully used YouTube advertising at a localized level. Though some of our sources are older than two years, later research studies were not readily found in the public domain. Plus, the success of the company's advertising is seen in each of these three companies current growth.

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