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YouTube and Digital Strategy

Written by Laura | 17-Feb-2012 15:00:00

YouTube has become the world's number one online video player, supported by Google's $1.6 billion acquisition in 2006. Since then, its audience reach has grown extensively and video's have been rolling into Google Search results, heightening its discoverability. Google also gave YouTube all the brilliance of Google Search to ensure content would be more effectively discovered. This is where the benefits of video advertising has lay for digital strategies (yet not been taken full advantage of) in recent years.

With video moving to the mainstream in digital communication for consumer brands and business services, as well as online media; YouTube needs high consideration in every firm's digital strategy.

December saw Facebook's share of total visits to social networks dropping from 58.5% in 2010 to 51.3% in 2011 which isn't down to it losing visitors, but the market rapidly diversifying. Meanwhile Google's video sharing site YouTube, which accounted for 23.6% of total visits to social networks in December 2010, has grown its share to 25%. The data show the number of visits to YouTube grew 45% from 417 million in December 2010 to 606 million in December 2011 (Brand Republic Jan, 2012),. If those stats aren't attractive enough for any advertiser, there some key advantages for using YouTube.

The benefit of advertising via the world's number one video player is the multiple True View formats available:

In-Stream ads     In- Stream ads      In-Slate ads           In-Display ads

 

…. And the great thing is, you only have to pay when viewers choose to watch your ad, not when an impression is served!

Of course there are other benefits, like the specific targeting from demographics, keywords, interest categories, topics and placements – so your video Ad is only shown to exactly who you want.

One might say that it's not just a video, as you can display a Call-to-Action overlay to make an offer to the viewer, share more information about the product or your business and drive traffic to your website. Finally, the most important element to any digital campaign – reporting. There are multiple metrics available to measure the success of the video campaign, look at who is viewing and for how long, also standard impression/ click/ view based metrics.

At Equi=Media and throughout the industry, video advertising is becoming more and more of a hot topic, and interest is fast growing from our clients. We have been using YouTube TrueView formats (Including 'InStream' Pre-Roll videos) in our strategies for a number of months now and have seen positive results in creating brand awareness alongside a promising number of sales and leads. I would definitely recommend giving it a try, because it's not just a video.