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YouTube continues to transcend generations, devices and continents adding an additional 1.5 billion users in the last decade1. Shorts, the latest evolution, delivered over 70 billion2 daily views within a few months of launch, demonstrating how YouTube sits perfectly at the intersection of social, entertainment and commerce. Delighting consumers with a special blend of unique, authentic and licensed content has led to no shortage of commercial opportunities but approaching its 20th Birthday on Valentine’s Day, buying YouTube advertising remains a love-hate relationship.
YouTube has conflicting relationships with media buyers that lead to a challenge in effectiveness and efficiency. For brands and agencies that want YouTube to be part of a carefully crafted cross-channel media mix, it is difficult to factor in several opaque buying points. But the scale of the opportunity makes it impossible to ignore. In the US, YouTube represents roughly a quarter of time spent on connected TV and globally delivers an audience of 2.5 billion active users4 across all devices.
Here are three ways to resolve conflict, consolidate strategy and achieve YouTube love:
1. Measure Real Time Reach, Frequency and Engagement
Understanding how YouTube reach, frequency and engagement builds in real time across campaigns and in combination with other channels is a crucial component of in-flight optimization. Traditional upper-funnel measurement techniques typically focus on pre and post-campaign analysis, giving insights once the opportunity has been lost. Check out how Samsung have been using real time reach and frequency to reduce wastage by 100% and lower cost per completed video view by 49.7%.
2. Produce Personalized Video at Scale
Adhere to the YouTube ABCD best practice principles and deliver effective YouTube video ads at scale. Remove manual work by centralizing and automating creative uploads. Use advanced templating to deliver the right content for every audience. See how Elmex used templates to increase their video production by 24x and Ad Recall by 24.7%
3. Surface Cross-Channel Asset Level Insights
Every channel requires video; understanding which creative assets are working for what audience gives the opportunity to repurpose them for new and existing channels. Bringing creative and media teams closer together through insights will lead to better performance. Learn how Noom moved to Google Demand Gen to target a 55+ audience and deliver 19% better performance.
1 - Backlinko 2024
2 - Google Internal Data (Google Marketing Live 2024)
3 - MIQ eMarketer Report 2024
4 - Google Earnings Report Q2 2024
