Can you guess what the world’s second largest search engine is? Well, if you combine the search volume from Bing, Yahoo, AOL, Ask.com, and then some, you get the answer: YouTube. Maximising your content marketing strategy through this massive platform is the obvious step, but would it get you the same engagement as a well-placed TV spot? Now you can see an apples-to-apples reach comparison with the world’s largest video platform, YouTube.
Stepping up to the plate
While advertising on the idiot box has its own perks, it’s always been difficult to compare them to the advantages of YouTube ads – until now. YouTube recently started supporting Nielsen’s Total Ad Ratings (TAR), allowing media companies, advertisers, and agencies to gain an insight into the audience that was reached by a particular advertising campaign.
You’ll be delighted to know that across the 20 Total Ad Ratings (TAR) studies that have been commissioned with Nielsen, YouTube has consistently driven incremental reach at a more balanced frequency compared to TV. Now that’s something to vlog home about!
Netflix and chill is here to stay
With more and more people cutting the cord when it comes to TV (and why wouldn’t they when services like Netflix, HBO, and YouTube offer a myriad of options for so much less), advertisers will now have a much easier time reaching their audiences without sacrificing the comprehensive insights that were previously only offered to TV.
In fact, to give advertisers more opportunities to validate their investments, YouTube announced that Nielsen Catalina Solutions (NCS) Sales Lift will be available for Google Preferred campaigns before the end of 2019. The tool helps brands measure the lift in offline sales for U.S. consumer packaged goods brands, and provide deeper performance insights across audiences, creative and more.
More reason to stay in your jammies
So where does that leave you as the watcher? With free YouTube Originals, of course! Shows like Cobra Kai are dominating the tough Rotten Tomatoes chart and YouTube Originals have proven themselves to be a worthy watch. And now, fans get to watch them for free with ads – just like other content on the platform. Sounds like a win-win if you ask us.
YouTube marketing is soaring to new heights and offering more than ever before, and it might be time to reconsider where you place your digital ads.
Source: Official YouTube Blog, “2019 Brandcast Stage Highlights: Primetime Is Now Personal.”
