How Brands Are Using YouTube Shorts

How Brands Are Using YouTube Shorts

YouTube

The rise of TikTok is one of the most phenomenal stories in the digital world. Since launching globally in 2018 through a merger with Musical.ly, TikTok has become a multi-billion-dollar advertising machine. TikTok has more than 1 billion members, has surpassed Snapchat to become the most popular app with teens, and is on course to earn more than $11 billion in ad revenue in 2022.

TikTok has succeeded by becoming the preferred app for short-form videos. Although users can post videos that are as lengthy as 10 minutes, the ideal TikTok video is about 30 seconds long. Some of the most popular TikTok videos of all time, racking up billions of views, are blink-and-you’ll-miss-them short.  As a result of TikTok’s popularity, brands are spending more money advertising on the app, which is a threat to more established apps such as YouTube and Instagram.

Because of TikTok’s popularity, YouTube and Instagram have responded in kind by launching short-form video features. For example, in 2021, YouTube rolled out Shorts globally after a more limited launch in India in 2020. Although YouTube Shorts is not yet a source of meaningful advertising revenue for YouTube, it is gaining traction with brands.

What Is the YouTube Shorts Feature?

Shorts is basically a TikTok copycat. Using the YouTube app, people can quickly and easily create short videos of up to 15 seconds. The videos are created on mobile devices and viewed, in portrait orientation, on mobile devices. And once you open one short, you essentially access the motherlode in that videos start playing one after the other. Just swipe vertically to get from one to the next.

Shorts, much like TikTok, provides editing tools you can use to flex creative muscle. Users can string clips together, adjust playback speed, and add music and text. And as YouTube has blogged, creators can play off of existing content: “[Y]ou can give your own creative spin on the content you love to watch on YouTube and help find it a new audience—whether it’s reacting to your favorite jokes, trying your hand at a creator’s latest recipe, or re-enacting comedic skits.” (Notably, creators are in control of their material; they can opt out of having their long-form videos remixed in this way.)

According to YouTube, more than 1.5 billion people use Shorts – impressive numbers that actually surpass TikTok’s user base. It was only a matter of time before YouTube made it possible for brands to get involved creating their own Shorts. And they are.

How Are Brands Using YouTube Shorts?

As reported in The Wall Street Journal, brands are increasingly experimenting with ways to engage with users on Shorts. For example:

  • Kitchen and home marketplace Food52 is posting Shorts that offer sneak peeks at its longer-form content on the traditional version of YouTube, as well as repurposing some recipe videos.
  • Drupely’s olive-oil brand Graza says it is creating user engagement by posting how-to cooking and recipe content. According to Graza, videos focused solely on Graza products do better on TikTok than on Shorts.
  • Glossier sold products through Shorts in June by creating a challenge for users to try. Glossier gave about a hundred influencers a new pencil eyeliner and encouraged them to create Shorts videos with the hashtag #WrittenInGlossier in the caption. People who tapped the hashtag were brought to the Glossier website. There, they could buy the eyeliner and were asked to recreate a look as part of the challenge. Any Shorts video that included the hashtag was shoppable.
  • Danessa Myricks Beauty used a short to promote its launch in Sephora. The Short built excitement for the launch by featuring the sending off a package of its product to be sent to Sephora stores.
  • NBC’s The Voice relied on Shorts to feature hosts for its most recent season. The ad included a banner at the end with clear directions for viewers on when and where to watch the show.

This is all encouraging for Shorts, but the feature is not yet a revenue generator, and YouTube is under pressure to staunch the flow of ad dollars to TikTok. On top of that, Instagram is turning up the heat with its own TikTok challenger, Reels.

Even so, YouTube is striking a note of optimism.

Philipp Schindler, senior vice president and chief business officer at Google, said during second-quarter earnings call in July. “…[E]arly results in Shorts monetization are also encouraging, and we’re excited about the opportunities here.”

It’s early days for Shorts and brands. Meanwhile, Shorts has one big advantage over TikTok: integration with YouTube, which has 2.6 billion active users. This is important because YouTube can promote Shorts to the built-in user base, and brands can connect Shorts content to their already established YouTube presence.

What Brands Should Do

  • Know your audience. YouTube appeals to the 15-25-year-old demographic. It is also very popular among 26-35-year-olds. TikTok skews younger: it is most attractive to 16-24 year-olds.
  • Be ready to capitalize on Shorts ad formats when they become available widely. For instance, brands will be able to connect their product feeds to their campaigns and make video ads on YouTube Shorts more shoppable.
  • Understand how to integrate Shorts ad formats into a broader YouTube advertising strategy that includes skippable video ads, bumper ads, overlay ads, and others.

Contact True Interactive

We deliver results for clients across all ad formats, including video and mobile. To learn how we can help you, contact us.

Why Google Brought Advertising to YouTube Shorts

Why Google Brought Advertising to YouTube Shorts

Google YouTube

During the past several weeks, the marketing world has been buzzing about streaming companies such as Disney+ and Netflix embracing advertising. And this conversation is more than justified. Both businesses offer advertisers a tremendous inventory for creating highly relevant advertising content to a global streaming audience that continues to grow based on industry research. As we mentioned recently in a blog post, although we don’t yet know what kinds of ad units Disney+ and Netflix will offer, they can certainly draw upon plenty of examples. One of them is YouTube.

YouTube Advertising

YouTube has offered ad units for years. And although the growth of YouTube’s ad revenues has not delivered on analysts’ expectations lately, the app remains an important part of Google’s growth. YouTube’s worldwide advertising revenues amounted to $6.9 billion in the first quarter of 2022, representing a 14 percent year-over-year increase. YouTube is certainly threatened by the rise of TikTok, but the app is still a juggernaut, and one of the reasons for that is YouTube’s ability to offer a diversified slate of ad units.

The most casual users of YouTube are familiar with some of YouTube’s popular ad units such as skippable video ads (which allow viewers to skip ads after 5 seconds). Over the years, YouTube has built on this foundation of short-form ad units with new products. For example, in 2019, YouTube unveiled a product called Bumper Machine, which makes it easier for businesses to create six-second video ads, or bumpers.

YouTube has also embraced connected TV with the Masthead ad format for TV. This allows brands to connect with consumers the instant users access the YouTube app on their televisions. The Masthead format is a response to the fact that while consumers aren’t watching as much linear TV, they are still using their televisions as a tool for experiencing streaming platforms like YouTube. In other words, YouTube understands viewing trends, and is staying nimble in its bid to connect with advertisers in an informed way.

At Google’s 2022 Marketing Live event, the company also rolled out more ad products. For example, Google is starting to offer ads in YouTube Shorts around the world after experimenting with ads in YouTube Shorts since 2021.

With YouTube Shorts, people can quickly and easily create short videos of up to 15 seconds, similar to how TikTok and Instagram Reels are used. The videos are created on mobile devices and viewed, in portrait orientation, on mobile devices. And once a person opens one Short, they get access to tons more of them (again, think TikTok or Reels playing one after another.) According to Google, YouTube Shorts now averages over 30 billion daily views (four times as many as a year ago).

 YouTube Shorts

Shorts, much like TikTok, provides editing tools for people to create slick, high-concept content. And now brands can get in on the action because their Video action campaigns and App campaigns will automatically scale to YouTube Shorts.

 Google said that later in 2022:

  • Brands will also be able to connect their product feeds to their campaigns and to make their video ads on YouTube Shorts more shoppable.
  • Google is developing a long-term YouTube Shorts monetization solution for our creators, which Google will discuss soon.

This all sounds like a wise move on Google’s part. Google needs YouTube Shorts to succeed to thwart TikTok. And making Shorts ads shoppable capitalizes on the social commerce boom.

YouTube Shorts

Moreover, the rise of the creator economy has generated a new segment of influencer creators. As I blogged in January, the creator economy will become even more powerful. That’s because collaboration networks are proliferating. These networks give creators an all-in-one platform to create communities and build influence. In addition, gaming sites such as Roblox and Twitch offer creators opportunities to monetize their work with potential partnerships with brands, and crypto currency sites such as Rally.io make it possible for creators to mint their own currency. The big social networks such as Meta are responding by making themselves more attractive to creators. YouTube wants to monetize this activity and not lose out to its rivals.

What Advertisers Should Do

It’s important that advertisers say abreast of these developments, and if you work with an agency partner, collaborate with them closely on a way forward. (This is what our clients do with True Interactive.)

Not every video ad unit may be relevant to you. Assess the video ad units proliferating – whether from YouTube, TikTok, Instagram, and other apps – against your audience and business objectives. And think of them strategically. For instance, recently, one of our clients experienced a challenge: its share of branded search was dropping. The client, a photo curating and sharing company, naturally wanted to improve. So, we launched a video-based awareness campaign that spanned display, YouTube, Google Display Network, connected TV, Yahoo Online Video, Facebook, and Yahoo Display. Our focus: mobile and connected TV. We also ensured that YouTube ads could target connected TV screens.

As a result, our client enjoyed significant improvements in both awareness and also revenue – showing how powerful video can be as a direct-response format in addition to brand awareness. Read more about this case study here.

Contact True Interactive

We deliver results for clients across all ad formats, including video and mobile. To learn how we can help you, contact us.

Why Google Is Doubling Down on E-Commerce

Why Google Is Doubling Down on E-Commerce

Advertising Google YouTube

How often do you go shopping on Google? If your answer is “Never,” you’re not alone. Google is feeling the heat from Amazon’s rise as an e-commerce giant. Most product searches begin on Amazon, not Google. Amazon is easily the Number One online retailer, and that’s saying something at a time when e-commerce growth overall has accelerated by five years.  And throughout the past few years, Amazon has been building on all that search and purchase activity to create a gold mine of customer data that it has used to develop a thriving advertising practice. Although Google remains the largest online advertising company, Amazon is coming on strong. All this is why Google announced a major change September 29 to compete more effectively with Amazon.

What Google Announced

Google announced that it is:

  • Making online searching and shopping more visually appealing by emulating the product display features you see on Amazon. For certain items such as apparel, Google will return search results with a product results that page that resembles a visual store, not a list of links and text descriptions.
  • Soon introducing a new way to search visually, with the ability to ask questions about what you see. According to a Google blog post, “With this new capability, you can tap on the Lens icon when you’re looking at a picture of a shirt, and ask Google to find you the same pattern — but on another article of clothing, like socks. This helps when you’re looking for something that might be difficult to describe accurately with words alone. You could type ‘white floral Victorian socks,’ but you might not find the exact pattern you’re looking for. By combining images and text into a single query, we’re making it easier to search visually and express your questions in more natural ways.”
  • Including in search a feature, “Things to know,” that will make it easier to explore and understand new topics. For example, if a person searches for “acrylic painting,” Google understands how people typically explore this topic, and shows the aspects people are likely to look at first though “Things to know.” Google says it can identify more than 350 topics related to acrylic painting in this example.
  • Introducing a new experience that identifies related topics in a video, with links to easily dig deeper and learn more. Per Google, “. . . we can even show related topics that aren’t explicitly mentioned in the video, based on our advanced understanding of information in the video.” Interestingly, Bill Ready, Google’s president of commerce, told the Wall Street Journal that Google “wants to stitch e-commerce across Google’s entire suite of offerings from search to maps to YouTube. Mr. Ready envisions people watching a YouTube video of someone unboxing new apparel and viewers being able to click nearby to purchase the items, or being served an ad on Google Search if they later look for the clothes.”

What Advertisers Should Do

  • Capitalize on Google’s advertising tools that are designed to be more visually appealing. For instance, Google recently rolled out Discovery ads, which are image-rich ads designed for a more “laid back” search experience (more about that here). Google is clearly doubling down on the visual web, and advertisers should expect more visually appealing ad products as it attempts to become a stronger e-commerce player.
  • Make use of more tools that make it easier to connect online searching and shopping. Google isn’t the only company figuring out search and commerce. Instagram is another, as we discussed in a blog post recently. And there are many more apps doing the same thing.
  • Do a gut-check with your organic search team. How well are they aligning content with visual search, for example? How will Google’s “Things to know” feature affect the depth and breadth of content that you provide on your website, Google My Business listing, and elsewhere?
  • Keep your eyes open and your budgets flexible. The online advertising space is getting more competitive and interesting for retailers. We have been blogging about the rise of Amazon Adverting for some time – as well as the growth of advertising services from retailers such as Macy’s, Walmart, and Walgreens. They’re all using their first-party customer data to build online advertising platforms. Depending on your target audiences, they may provide very competitive alternative to Google – an example being Macy’s for fashion-conscious shoppers or Walmart for advertisers whose audience aligns with Walmart’s multi-channel customer. (And we can help you succeed on all these platforms.)

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

Why YouTube Shorts Matters to Brands

Why YouTube Shorts Matters to Brands

YouTube

TikTok has another challenger. As we’ve blogged, apps like Snapchat are creating their own short-video-making platforms in a bid to carve out space in an increasingly crowded field. Now Google’s YouTube has joined the party with YouTube Shorts. Read on to learn more about Shorts and what they bring to the table—for users, and for brands.

What Are YouTube Shorts, and How Do They Stand Out?

If you are familiar with TikTok or Instagram Reels, you’ll get the basic premise of YouTube Shorts: using the YouTube app, people can quickly and easily create short videos of up to 15 seconds. The videos are created on mobile devices and viewed, in portrait orientation, on mobile devices. And once you open one short, you essentially access the motherlode in that videos start playing one after the other. Just swipe vertically to get from one to the next.

Shorts, much like TikTok, provides editing tools you can use to flex creative muscle. Users can string clips together. Adjust playback speed. Add music and text. And as YouTube has blogged, creators can play off of existing content: “[Y]ou can give your own creative spin on the content you love to watch on YouTube and help find it a new audience—whether it’s reacting to your favorite jokes, trying your hand at a creator’s latest recipe, or re-enacting comedic skits.” (Notably, creators are in control of their material; they can opt out of having their long-form videos remixed in this way.)

Shorts comes to the U.S. in beta after a beta launch in India last fall. The platform enjoyed success in India, finding a comfortable niche in the wake of the TikTok ban there. Now Shorts brings its opportunities to the States.

Why Did YouTube Launch Shorts?

Shorts is YouTube’s response to the huge popularity of short-form video. Who wouldn’t want in on that action? But Shorts is also meant to be the answer to a problem faced by new creators: it’s hard to break into the video-making world. According to YouTube, “Every year, increasing numbers of people come to YouTube to launch their own channel. But we know there’s still a huge amount of people who find the bar for creation too high. That’s why we’re working on Shorts, our new short-form video tool that lets creators and artists shoot snappy videos with nothing but their mobile phones.”

Think of it as users being able to dip a toe in creative waters without having to film and edit a full video. And because Shorts are counted like regular video views, creators hoping to make money from YouTube by getting accepted into the YouTube Partner Program (YPP) can use Shorts to do so. Users must accrue 4,000 valid public watch hours in the previous 12 months to quality for YPP, and Shorts are an accessible way to meet that threshold. YouTube has also blogged that they are taking a “fresh look at what it means to monetize YouTube Shorts and reward creators for their content,” hinting at additional opportunities to come.

Why Do YouTube Shorts Matter to Brands?

The opportunity YouTube Shorts represents for creators is good news for brands, too. Why? For one thing, creators are potentially powerful sources of great user-generated content that can benefit brands – for a recent example, consider the incredible visibility that skateboarder Nathan Apodaca created for Ocean Spray and Fleetwood Mac with a TikTok video.

It’s worth mentioning that apps like YouTube Shorts are of particular interest if your target market is Gen Z or Millennials. As noted by iabuk.com last fall, short-form video is surging in popularity, particularly with these generations.

What Brands Should Do

  • Stay abreast of new apps like YouTube Shorts. Knowing what’s out there informs decision-making about where and how you want to make your brand known.
  • Understand how your target audience communicates. Are you courting Gen Z or Millennials? Go where they are. And as noted above, platforms for short-form video are a logical place to be.
  • Consider whether creating your own shorts makes sense. As Social Media Examiner notes, brands that create their own Shorts stand to get some attention: “for businesses, the strategy right now with Shorts is to get exposure and hopefully subscribers to your channel so people will see some of your content outside of the short shelf.” Meanwhile, this post from HubSpot will help you think through how to get started with YouTube Shorts.
  • Look at the big picture: YouTube Shorts is yet another example of the proliferation of short-form video. If you have not done so already, adapt your video content strategy for both brief snippets (e.g., teaser content) and longer-form content (e.g., educational tutorials).

Contact True Interactive

How can short-form video elevate your brand? Contact us. We can advise.

Businesses Balance Risk with Reward on Social Media

Businesses Balance Risk with Reward on Social Media

Facebook Social media YouTube

One of the more interesting aspects of the ongoing Facebook advertising boycott is the concern over brand safety. Advertising Age reports that boycotting advertisers want assurance that the ads they place on the Facebook News Feed will not appear next to objectionable content such as hate speech. And who can blame them? But advertisers may not get everything they want. And they may have to live with an ongoing reality: so long as your brand lives on social media, you will always need to manage risk (whether you advertise, manage organic content, or both) against the ROI of having a presence on the world’s most popular digital destinations.

Social Media Controversies

I’ve been following how brands have managed occasional controversies on social and have commented on them in posts such as “Twitter’s Troll Police Struggle to Separate Humans from Bots” and “Social Media Remains a Messy Place for Brands to Live.” Many of the issues I’ve been writing about remain today, and Facebook is not the only platform wrestling with them. They include:

  • The inherent tension that exists when businesses exist on platforms designed to give people and organizations an open forum. An open forum means that anyone can have an opinion, which means that fringe content will always make its way on to social.
  • The reality that malicious parties are actively looking for ways to game the platforms and disrupt them. Twitter is reeling from a major hack July 15 in which the accounts of high-profile individuals such as Jeff Bezos and Elon Musk were hijacked as part of a Bitcoin scam. Of course, the bad guys out there are also going after brands’ websites, too, but on social media, your account is only as secure as the platform where you are renting space.
  • The difficulty of combating malicious content. As I discussed in a post about Twitter trying to combat trolls, social platforms continue to struggle with the fact that they can employ only so many people to monitor and combat inappropriate content. And when the platforms use automated tools to root out trolls, those tools make mistakes by overreaching and going after innocent accounts, too.

But brands simply cannot decide to ignore social media. Facebook, Instagram, LinkedIn, Twitter, and YouTube are among the Top 20 most visited sites in the world according to Ahrefs. And as online traffic has surged across the board in 2020, businesses continue to succeed with social media advertising.

What You Should Do

So what’s the answer for brands wanting a safer experience? Well, there is no easy one. But:

  • Artificial intelligence is going to get better. Remember, we’re still in the early stages of AI’s development. As AI improves, social platforms are going to do a better job rooting out objectionable content.
  • Social platforms can and should be more transparent about how they monitor and react to objectionable content. It’s unrealistic for any social media platform to promise brands that their ads will never appear alongside offensive content. But according to Advertising Age, Facebook is figuring out how to more proactively report to brands how it monitors content and responds to flare-ups. This is a step in the right direction. It’s just not a good idea to leave advertisers in the dark. Being candid and including them in a solution goes a long way.

Advertisers should demand that social media platforms work with them to manage their brands. But social media more than ever will always be a risky place for brands to live. I suggest that businesses:

  • Have a strategy for how social media attracts and keeps customers both with advertising and organic content.
  • Measure success – but also measure your risk tolerance. Assign a numerical scale to assess the level of risk you are willing to accept on each platform and for various types of incidents ranging from security breaches to your content appearing alongside inappropriate content.
  • Monitor your ROI as well as incidents you experience. How much ROI are you getting? How frequent are the violations you experience? Does the ROI outweigh the costs of dealing with negatives? (Your mileage will vary.)
  • Keep applying pressure to the major social platforms to hold themselves accountable.

What have your experiences been on social media? I’d love to hear from you.

Contact True Interactive

Do you need help making decisions about advertising on social? Contact us.

Photo by dole777 on Unsplash

 

YouTube: The Streaming Ad Giant

YouTube: The Streaming Ad Giant

YouTube

Who knew? YouTube is an advertising giant in the streaming industry. And YouTube is becoming increasingly vital as more people stay at home and stream content in light of recent news events.

According to App Annie, in 2019, YouTube made a whopping $15 billion on ads alone. The news comes courtesy of Alphabet (the parent company of Google): for the first time since Google acquired YouTube in 2006, Alphabet has released YouTube’s ad revenue. And the figures are staggering, accounting for almost 10 percent of Google’s overall $161 billion revenue in 2019.

Why This Matters

The news is important because it underlines YouTube’s dominance in an increasingly crowded arena. As App Annie points out, on Android phones, about 70 percent of time spent on the top five video streaming apps worldwide was on YouTube. The platform, a pioneer in the world of video streaming, continues to hold its own. That’s telling. As Forbes notes, “In a market where new streaming video services seem to spring up overnight, YouTube isn’t losing viewers or ad money.”

Also notable: while many of the top apps are Chinese brands, enjoying strong support in China, YouTube isn’t active in the Chinese market—and yet it is still number one in rankings measuring time spent on the top streaming platforms. By a significant margin.

How YouTube Does It

So how is YouTube achieving this cash cow status?

  • For one, YouTube delivers an audience, and you need an audience to attract advertisers. As Lifewire points out, YouTube is one of the most popular sites in the world. It’s arguably the favorite video-sharing and viewing site on the web today, offering a range of long- and short-form free content. And as Lifewire notes, “Youtube.com is the second most popular website in both the global market and in the U.S for 2020, even though a huge portion of YouTube views are from outside the U.S.”
  • But YouTube also does something else: it continuously offers advertisers attractive products. As we’ve blogged in the past, YouTube’s Masthead ad format for TV allows brands to connect with consumers the instant users access the YouTube app on their televisions. The Masthead format is a response to the fact that while consumers aren’t watching as much linear TV, they are still using their televisions as a tool for experiencing streaming platforms like YouTube. In other words, YouTube understands viewing trends, and is staying nimble in its bid to connect with advertisers in an informed way.

What Can Be Learned from YouTube’s Success?

We can draw two conclusions from YouTube’s enduring popularity:

  • First, streaming platforms, especially Netflix, cannot help but notice how well an ad-supported format on YouTube has been working. Netflix—and other competing platforms—certainly must be feeling more pressure to create advertising products. And that’s good news for brands. (I blogged about Netflix’s potential adoption of advertising in this post, “Why Netflix Might Embrace Advertising.”)
  • Second, YouTube’s growth likely bodes well for apps like Quibi (another destination for streaming video that relies on ads). Quibi is endeavoring to carve a niche in a crowded field; YouTube shows them what’s possible, and arguably creates an environment ripe for inspiration.

Clearly, streaming platforms offer an attractive opportunity to advertisers. Note also that in light of recent events, it is expected that more people will turn to streaming platforms such as YouTube. Per a blog post from PMG, “Popular media platforms such as YouTube and Tik Tok will also likely see a monumental boost as kids and teens spend more time online and at home” during temporary school closures caused by the COVID-19 pandemic. YouTube, with its combination of innovation and reliability, is proving to be a model for succeeding with ad-supported shorter-form streaming. In its quiet bid for dominance, YouTube has become a leader.

Contact True Interactive

Want to learn more about YouTube, and the opportunities that exist for advertisers in the streaming community? Contact us.

How the YouTube Masthead Ad Format Connects with Television Audiences

How the YouTube Masthead Ad Format Connects with Television Audiences

YouTube

We’ve blogged about the fact that in an era of connected TV, audiences are increasingly watching content that advertisers can’t sponsor — there are no ads on Netflix (yet), for example. But Google is sensing and responding to this reality, as evidenced by the launch of the YouTube Masthead ad format for TV. Essentially, YouTube is helping brands find a new way to get onto TV screens — and into the hearts and minds of viewers.

What Is YouTube Masthead for TV?

YouTube Masthead formatted for television is a response to changing viewing habits. Audiences can access YouTube on their TV screens, and because YouTube is free, it represents a new frontier for brand advertising. As described in Instapage, “[a] YouTube Masthead is a digital billboard placed on YouTube’s homepage for 24 hours, reaching roughly 60 million people (YouTube receives 1.8 billion users/month).”

The YouTube Masthead doesn’t use search histories to earmark users based on their interests or demographics (note that you can target a country where you would like an ad to be shown, though). The Masthead simply appears right on the network’s homepage, allowing brands to reach consumers as soon as they access the YouTube app on their TV. The Masthead, which takes up some prominent real estate at the top of the screen, best serves brands that have the desire, and the budget, to maximize exposure across a sweeping, non-targeted audience. On its blog, YouTube provides an example from an early tester, Ford.

Why YouTube Masthead?

In adapting the YouTube Masthead ad format for TV, Google is capitalizing on the fact that while consumers may have cut the cord on linear TV, they are still using their televisions to experience streaming platforms like YouTube. According to the Google blog, “daily [television] watch time tops 250 million hours per day.” TV screens are still a powerful place where brands can enjoy maximum exposure.

And YouTube Masthead ads seemingly deliver. According to Instapage, Google and Compete researched the impact of YouTube homepage ads. Their findings demonstrated that users “exposed to a YouTube Masthead were four times more likely to visit the advertiser’s website, search for their brand, or engage with even more of their videos.” And because YouTube’s content is so diverse (everything from baking tutorials to the Coachella music festival streamed live) the consumer base will be large and diverse, as well.

How to Move Forward with Masthead

Given the broad reach of the YouTube Masthead format, advertisers will want to keep a few things in mind before diving in:

  • Even though Masthead ads are not targeted, it’s important to remember who is drawn to YouTube in the first place. Know the platform: what videos are trending, for example. Remember that YouTube has a strong focus on entertainment. Is your product a good fit for the typical YouTube consumer?
  • Avoid inside jokes for a specific group. You don’t want your ad to be so broad that it’s boring, of course, but keep it accessible to the large audience you’ll be reaching.
  • You want to stir curiosity with your ad. But remember, given the wide-ranging audience, not all viewers will be inclined to buy. Learn about the features YouTube Masthead makes available — from videos to social shares — and offer consumers different ways to explore your brand, depending on their level of interest or engagement.

Contact True Interactive

Curious as to whether YouTube Masthead is a good fit for your brand? Wondering if there are other ways you can leverage television viewership in this era of connected TV? Contact us. We can help.