YouTube organized its annual Brandcast event last week as part of the Digital Content NewFronts, giving the online videos industry an exclusive peek into what’s trending, and making big waves on the stage. There were a ton of product announcements, quotable quotations and critical data to share, so after taking you up to speed on what you have missed at the fifth annual Brandcast in New York, I will inspect the trends in the digital videos marketing business and pose half a dozen questions that video marketers want to ask their company or their customers to gauge if they need to change their Revamply Review strategy.
YouTube 2016: Data and New Statistics
Last week A ton of research was released by YouTube. Here are some of the highlights:
- YouTube attains more US 18-49 year-olds during prime time than the top 10 TV shows combined.2
- Products that advertise on YouTube rather TV during prime time reach 56% more of this age group.1
- The number of hours spent viewing YouTube on TV screens more than doubled YOY in Q4 2015
- YouTube announced that the top rated YouTube Kids app has surpassed over 10 billion views in a year.
- Among US teens, 8 of the top 10 most popular and influential superstars are YouTube stars.1
- Over 800 additional YouTube creators exceeded one million subscribers.
- 6 in 10 YouTube subscribers say their opinion of a brand or company have been influenced by a creator4.
5 Tendencies in the Digital Video Marketing Business
The first Digital Content NewFronts was introduced back in 2008 and the first YouTube Brandcast was organized in 2012. And every year since then, the major users in digital content have thrown their programming to advertisers. Along with those pitches has come a dizzying amount of critical data and new research, including the figures and newest facts that were announced at the fifth YouTube Brandcast event yearly.
So, now is a good time to look at the latest tendencies in the digital videos marketing business and use them to finally replace the highest paid person’s opinion (HiPPO), which was shaped during an earlier era that featured fewer bigger, longer instants manufactured by the marketing industries – moments like soap operas and media, the “Seinfeld” finale and pivotal sports games. Now is the time to ask executives who are intelligent, but still be living in the past, half a dozen questions to guess if “we” are still making the most out of “our” online videos strategy. Hey, if you really said the highest paid person in the office what you think, you’d certainly have to update your resume. So, just ask the follow questions:
- Are we reaching the mobile popular? When it comes to reaching our target customer, the smallest screen offers us the biggest occasion.
- Are we reaching our entire target customer? We might be missing a sizeable chunk of our customer if we’re only advertising on TV. We should fill the gap by pairing TV with online video. In fact, advertisers on primetime broadcast TV have reached 56% more 18-49 year-olds by also ptomoting on YouTube.
- How are we addressing online videos viewability? For our brand name to have impact, it has to be seen and heard. On YouTube, engaged users mean that 91% of impressions are available compared to an industry average of 54%.
- What content holds our user’s attention? YouTube inventors have more influence than ever. This year alone, four fifths of the top 10 most influential American superstars among US teens came out of the YouTube ecosystem.
- Do our videos strategy drive sales? Many advertisers see online videos as a way to build awareness – and it certainly is. But online videos also play a critical role later in the purchase journey.
- Are we prepare for what’s next? People are taking more time than ever on YouTube, in part because of novelty like virtual reality, 360 video, and casting to TVs.
I realize that you “get it.” That is why you are a regular reader of ReelSEO. But, I also realize that we have all been trying to change the HiPPO for years with only limited achievement. How incomplete? In 2016 eMarketer forecasts that U.S. ad spending for TV will be $70.6 billion, while spending on digital videos will be $9.8 billion.
Videos Marketing Strategic Insights
So, where do I think the world of online videos are headed? Well, I should be optimistic and say we are basically moving in the right direction. Or, I should be pessimistic and say nothing will fundamentally replace until the highest paid person shaping your advertising strategy and marketing is a Millennial. But, I would rather be opportunistic and say this is the good time to make the case for taking a higher percentage of the total marketing budget on videos marketing. There are three key causes to act now instead of waiting until next year:
Your audience: Millennials have exceeded Baby Boomers as the nation’s greatest living generation, according to population estimates released last month. Census Bureau. Millennials are “Digital Natives” – the only generation that not only grew up with the social media, internet, online videos, and mobile technology, but also lead the way by using these networks to keep up with their lords. Millennials are setting the tendencies and determining what is going to be popular next, with an effect that accounts for $500 billion of spending a year in the US. So, waiting until next year to take more ad dollars to reach them is like telling, “Let’s let this year’s sales decline because we launched our marketing budget last fall and it is such a hassle to make changes now.”
Your contestants: Your brand can not compete directly with Coca-Cola, Johnson & Johnson, and Fiat Chrysler Automobiles, but do not be surprised if several of your direct contestants have noticed that these products are shifting millions of dollars out of TV and into YouTube. Will you be prepared when one of your audiences asks, “Could we be shifting money out of TV and into YouTube, too?”
Your establishment: I unsure that the vast majority of the highest paid people in your establishment are Baby Boomers (ages 51-69). As Digital Immigrants, they may be painful spending a higher percentage of the total marketing budget on videos marketing. Hey, Iam a Baby Boomer, so I see their discomfort. But, I will bet they still read newspapers, so present the article in The Wall Street Journal that is entitled, “Interpublic to Shift $250 Million in TV Ad Spending to YouTube.” They will probably consider that a reputable source of information.
People who grew up watching TV feel more comfortable about spending a higher percentage of their total marketing budget on video marketing. The Wall Street Journal said that other executives are doing it. And how dangerous is it to take your ad appear before a video featuring Big Bird? If this fails to replace the highest paid person’s idea of online videos, then calculate how long it’ll be before they retire. It’ll be useful info to have as you choose whether to hang in there until then, or to begin looking for a new place to work.
Innovatory YouTube Features for Advertisers
During the Brandcast, YouTube also pronounced four major product announcements that advertisers will need to know about. Google Preferred Breakout Videos was The first. YouTube rolled out Google Preferred, a feature that offered advertisers the occasion to buy space against premium content established creator channels, in 2014. Now the site is increasing the offering to include ‘Breakout Videos’ which showcase some of the most popular content and fastest-rising channels. The platform is also starting Programmatic Guaranteed for Google Preferred. Now, advertisers’ll also be able to programmatically purchase ad space for Google Preferred through DoubleClick Bid Manager. This is enormous news for advertising teams as it means that all videos campaigns may be managed from one dashboard.
In terms of promoting branded content Google and YouTube will support surface NBA video inventory for Google Preferred. This will provide brands access to the sports league’s faithful fan base. Commissioner of the NBA, Adam Silver, confirmed that 60% of 700M YouTube views the NBA generated in 2015 came from watchers outside the US, and that the second largest market in terms of watchers is actually the Philippines. He also stated that Steph Curry, is the most popular sportsperson of any sport on YouTube, with a shocking 140M views on just the last 6 months alone. Every day fans are watching 30,000 hours of Steph Curry YouTube content! Going on from sport, there is a a new YouTube channel coming from the inventors called Sesame Studios, which will feature YouTube superstars in an unique programming push on YouTube Kids.
The Brandcast also announced the greatest upfront deal so far for Google Preferred, with Magna Global, IPG’d ad buying arm confirming it is shifting $250M worth of ad dollars away from customary TV advertising and into YouTube. This is a big deal, as Magna buys ad space of behalf of some major players like John & Johnson, Coca-Cola, and Fiat Chrysler. If you are one of the top 5% of partner content that is viewed by 18-34 year-olds then it’s time to have a good time.