How is online video transforming the digital landscape? What are the things we need to watch out for? How can we, as advertisers, take advantage of this huge shift that we see in mobile marketing and video marketing?
Kate Stanford, head of global advertiser marketing at YouTube, may have the answer. She posted an interesting article on Adweek last month that addresses these very issues. And who better to address these issues than the Head of Advertising at YouTube?
Here are the things that she noticed going on over there.
Younger Audiences Are Switching to Online Video
We already know the Millennials are moving away from traditional cable companies and switching to online video. They are still watching just as much television as the generation before them did – their parents. However, they’re going about it a different way – they’re watching video online. This seems to be true of the younger audiences as well. Younger audiences may not be watching traditional cable television at all, and instead getting their fix from the online medium.
Choices Don’t Always Involve Skipping or Fast-Forwarding
The choices that people make when they watch the video don’t always involve skipping or fast-forwarding. In traditional television, we watch the ad and action on the ad takes place later. In the online world, viewers can click directly on an ad to learn more about it.
In a study of 89 US brands, it was found that people who watched a 30-second ad through its completion were 23 times more likely to click through to the advertisers’ website than those who did not.
Online Video Means Mobile Video
Online video is not limited to laptops or desktop. In fact, that is one of the wonderful advantages that the younger generation is taking advantage of when they have mobile phones and tablets. They are using these devices to watch more and more video. Online video means mobile video. In other words, marketers have to remember that when they post videos online. It has to be optimised for mobile devices. These mobile devices have smaller screens. People expect high-resolution videos with high-quality sound to be displayed on a 4-inch screen. Marketers need to follow suit and optimise their videos to meet that expectation. When that expectation is not met, they are missing out on an entire audience who could have watched their video but chose not to.
To learn more about how to advertise effectively on YouTube, talk to us. It’s what we do.