YouTube grip its annual Brandcast event last week as section of the Digital Content NewFronts, springing the online video industry an exclusive peek into what’s trending, and taking big waves on the platform. It were a ton of product announcements, critical data, and quotable quotations to allocate, so after carring you up to speed on what you may have missed at the fifth annual Brandcast in New York, I will survey the trends in the digital video marketing business and pose half a dozen questions that video marketers demand to ask their company or their customers to evaluate if they need to change their online video strategy.
YouTube 2016: New Statistics and Data
A research of ton was liberated by YouTube last week. Here are just some of the high points:
- YouTube achieves more US 18-49 year-olds during prime time than the top 10 TV shows combined.2
- Brands that advertise on YouTube quite TV during prime time reach 56% more of this age group.1
- The number of hours make use of watching YouTube on TV screens more than doubled YOY in Q4 2015
- YouTube proclaimed that the top rated YouTube Kids app has went beyond over 10 billion views in a year.
- Among US teens, 8 of the top 10 most well-liked and significant celebrities are YouTube stars.1
- Over 800 additional YouTube creators surpassed one million subscribers.
- 6 in 10 YouTube subscribers talk their views of a brand or company have been affected by a creator4.
5 Trends in the Digital Video Marketing Business
The first Digital Content NewFronts was started back in 2008 and the first YouTube Brandcast was maintain in 2012. And every year since then, the major players in digital content have set up their programming to advertisers. Along with those pitches has come a woozying amount of new research and critical data, including the newest facts and figures that were proclaimed at the fifth annual YouTube Brandcast event.
So, now is a good time to look at the latest trends in the digital video marketing business and make use of them to finally change over the highest paid person’s opinion (HiPPO), which was probably formed during an earlier era that elemented fewer bigger, longer moments produced by the media and marketing industries – moments like soap operas, the “Seinfeld” finale, and pivotal sports games. Now is the time to ask over these executives who are intellectual, but may still be living in the past, half a dozen questions to evaluate if “we” are till making the most out of “our” online video strategy. Hey, you’d probably have to update your resume if you really told the highest paid person in the office what you think. So, easyly ask the follow questions:
- Do we make the mobile majority? When it comes to taking our target viewer, the smallest screen offers us the biggest chance.
- Do we reach our total target viewer? If we’re only advertising on TV, we could be failing to notice a sizeable chunk of our viewer. We can fulfill the gap by pairing TV with online video. In fact, advertisers on primetime broadcast TV could have got 56% more 18-49 year-olds by also advertising on YouTube.
- How do we address online video viewability? For our brand to have impression, it needs be seen and heard. Engaged viewers mean that 91% of influence are viewable compared to an industry average of 54% in Youtube.
- Which content holds our viewer’s attention? YouTube designers have more impression than ever. This year alone, four fifths of the top 10 most influential American celebrities among US teens came out of the YouTube ecosystem.
- Does our video plan drive sales? A lot of advertisers see online video to design awareness as a way– and it surely is. But online video also plays a critical role later in the purchase journey.
- Do we be ready for what’s next? People are using more time than ever on YouTube, in part because of innovations like virtual reality, 360 video, and casting to TVs.
I recognize that you “get it.” Now. That’s why you’re a regular reader of ReelSEO. But, I also recoginize that we’ve all been trying to change the HiPPO for years with only limited success. What limited? Well, eMarketer forecasts that U.S. ad spending for TV will be $70.6 billion in 2016, while spending on digital video will be $9.8 billion.
Video Marketing Plan Insights
Where do I think the world of online video is leaded? Well, I could be cheerful and talk we’re principally moving in the right direction. Or, I could be pessimistic and talk nothing will basically change till the highest paid person shaping your marketing and advertising strategy is a Millennial. But, I’d rather be devious and say this is the perfect time to make the case for spending a higher percentage of the entirety marketing budget on video marketing. There are three key reasons to act now instead of waiting until next year:
Your Clients: Millennials have surpassed Baby Boomers as the nation’s largest living generation, according to population estimates released last month by the U.S. Census Bureau. And Millennials are “Digital Natives” – the only generation that not only developed with the internet, social media, online video, and mobile technology, but also lead the way by using these networks to keep up with their peers. Millennials are setting the trends and defining what’s going to be popular next, with an impression that accounts for $500 billion of spending a year in the US alone. So, staying until next year to spend more ad dollars to make them is like saying, “Let’s let this year’s sales turn down because we set up our marketing budget last fall and it’s such a hassle to make changes now.”
Your competitors: Your brand might not finish straight with Johnson & Johnson, Coca-Cola, and Fiat Chrysler Automobiles, but don’t be surprised if several of your straight competitors have remarked that these brands are shifting millions of dollars out of TV and in YouTube. Will you be ready when one of your clients asks, “Should we be shifting money out of TV and in YouTube, too?”
Your company: I doubt that the vast majority of the highest paid people in your company are Baby Boomers (ages 51-69). As Digital Immigrants, they might be unpleasant spending a higher percentage of the total marketing budget on video marketing. Hey, Because I’m a Baby Boomer, I understand their discomfort. But, I’ll bet they still read newspapers, so show the article in The Wall Street Journal that’s titled, “Interpublic to Shift $250 Million in TV Ad Spending to YouTube.” They can probably respect that a information of reputable source.
This might take these people who grew up watching TV feel more pleasant when spend a higher percentage of their total marketing funds on video marketing. Hey, The Wall Street Journal talks other executives are doing it. So how risky is it to have ad of you come out before a video featuring Big Bird? Then count how long it will be before they retire, if this fails to change the highest paid person’s opinion of online video. It will be useful info to have as you decide whether to hang in there until then, or to start looking for a new place to work.
To make advertising with new features in youtube
During the Brandcast, YouTube also proclaimed four major product announcements that advertisers will want to know about. Firstly, it was Google Preferred Breakout Videos. YouTube rolled out Google Preferred, a feature that offered advertisers the chance to purchase space against premium content set up creator channels in 2014. Now the site is developing the offering to include ‘Breakout Videos’ which showcase some of the most popular content, and fastest-rising channels. The platform is also launching Programmatic Guaranteed for Google Preferred. Now, advertisers will also be able to programmatically buy ad space via DoubleClick Bid Manager for Google Preferred . This is great news for advertising teams as it means that all video operations can be controled from one dashboard.
In terms of promoting branded content YouTube and Google will be useful surface NBA video inventory for Google Preferred. This will offer brands gain access to the sports league’s loyal fan base. Adam Silver, Commissioner of the NBA, in 2015 endorsed that 60% of 700M YouTube views the NBA generated came from audiences outside the US, and that the second largest market in terms of audiences is actually the Philippines. Silver also stated that the most popular athlete of any sport on YouTube, Steph Curry, with a staggering 140M watchs on just the last 6 months alone. Fans are viewing 30,000 hours of Steph Curry YouTube content every day! Moving on from sport, there’s a a new YouTube channel coming from the creators behind Sesame Street named Sesame Studios, which will element YouTube superstars in an original programming pull on YouTube Kids.
During YouTube Brandcast May 5, 2016, Big Bird and YouTuber Lilly Singh speak onstage
The Brandcast also proclaimed the biggest upfront deal so far for Google Preferred, with IPG’d ad buying arm, Magna Global, firming up it is shifting $250M worth of ad dollars away from traditional ad TV and in YouTube. This is a big deal, because Magna purchases ad space of behalf of some major players like Coca-Cola, John & Johnson, and Fiat Chrysler. Then it’s time to celebrate, if you are one of the top 5% of partner content that is watched by 18-34 year-olds
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