YouTube advertising more efficient than ever
Posted by Manuela Barreto @ March 27th, 2009 in Display Advertising
Yesterday afternoon 77 attended YouTube’s presentation for media agency partners and clients where the Mountain View super search giant Google discussed the myriad opportunities display advertising offers brands worldwide.
Francesca Mortari, Head of YouTube, expressed that brand’s main challenge relies on three different factors: finding the right target audience, sending relevant and effective communication, and understanding the dynamics and behavior of the target audience. All of which could be possibly tackled using a powerful instrument such as the user-generated video platform YouTube.
“Our Google Content Network has a vast audience which can be reached effectively not only through search but can also be engaged using display ads,” Mortari explained.
Today, YouTube is the 4th most visited website in the world representing a monthly audience of 9,1 million unique users which is equal to 42% of the entire online population; facts which prove to be a good enough reason for advertisers to invest in such medium.
The Google folks also presented a study ran by OTX with the collaboration of GM, Mindshare and Motorola which revealed interesting data with regards to users attention in relation based on advertising via YouTube versus that on TV.
Numbers revealed that video ads that are streamed online are far more effective in terms of brand recall when compared to their Television counterpart. User attention regarding YouTube display advertising is 1.5 times more than TV ads. Equally so, brand recall through YouTube ads is amplified approximately 140% compared to TV.
In addition, a brand promoted on YouTube is perceived as young and dynamic.
To conclude, the combination of advertising on YouTube and TV increases the efficiency of an ad up to four times.
Last 5 posts in Display Advertising
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