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insight / 1 year ago

YouTube Stats 2016.

An overview of YouTube advertising, and some interesting stats from this year...


Author.

Shannon May

[Digital Marketing Assistant]

Published.

08/08/2016 @ 11:00am

Topics.

/ / /

Launched in May 2005, YouTube allows billions of people to discover, watch and share originally-created videos.

It provides a forum for people to connect, inform and inspire others across the globe, and also acts as a distribution platform for original content creators and advertisers, both large and small. YouTube has now passed Facebook to become the largest social media site, with 180 million unique visitors per day.

Advertising on YouTube

YouTube ads are created and managed in the same platform as Google search and display ads; Google Adwords. Just like search and display ads, you only pay when a user clicks on your ad, or if they view your video for longer than 30 seconds.

If the user skips the video before 30 seconds, or before the end (depending on video length), then the advertiser doesn’t have to pay a penny. This is great, because a user is seeing your brand and not necessarily clicking which is essentially free advertising. Yes, it would be great if they clicked, but if they’re not at a stage where they need your service/product, but have seen your brand they may remember you for when they do need your particular product or service.

There are various ad types for YouTube, which are:

  • Desktop Video Mastheads
  • Mobile Video Mastheads
  • Rich Media Custom Mastheads
  • Rich Media Layouts Mastheads
  • Video Ads
  • TrueView in-stream ads
  • TrueView in-display ads
  • Standard Display Ads
  • In-video Overlay Ads
  • Live Streaming in Ads

As you can see, YouTube has plenty of ad types, and ad formats to choose from. How do you know which one to choose? That really is dependent on a number of factors, such as: budget, objectives (i.e website clicks, brand engagement etc.), and what other marketing activity you currently have running.

YT

Who can I target?

The question should probably be who can’t you target. Because YouTube runs off the same platform as Google (you know, with Google owning them and all that), they have some pretty fantastic targeting options. You can target based on age, gender, location, interests and so much more.

Screen Shot 2016-08-05 at 11.13.13 AM

How the targeting options display in Google Adwords

That’s great, my campaign is up and running, but how do I measure performance?

YouTube has built-in analytics that make it easy to see how your ad performs, with various filters and columns you can modify to analyse particular elements of your campaigns. You can also make adjustments to your ad at any time and run multiple ads at once to see which works best.

some Youtube Stats we thought were interesting

  • 25% of people viewing an ad on YouTube did not see that same ad on the TV – highlighting the slow transition that’s been occurring from the traditional tv ads to digital video ads
  • 69% of UK viewers use their laptops while watching TV
  • 21% average increase in purchase intent when users view ads which run on TV and online – multichannel strategies are very effective, and are used by the majority (if not all) of major brands globally
  • Research shows that at current spend levels, YouTube delivered higher ROI than TV in 77% of studies – an indication that if you haven’t yet promoted through YouTube, maybe it’s time you did.
  • The number of hours people spent watching videos on mobile has increased by 100% y/y – A mind boggling increase and further evidence that mobile and video are not going away – they are here to stay and conquer.

Like the sound of advertising on YouTube but need some help? You’re in luck, because that’s what we’re good at. Get in touch with one of our digital marketing specialists on 0800 222 9300 to discuss how we can help you promote your business on YouTube.

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