Beyond the old-style: How YouTube is looking to turn lockdown viewing habits into a marketing win

The blocking measures are still being eased in the UK and beyond, albeit with some caveats, but some habits have formed in recent months to last. Being locked up behind closed doors has led many people to try new things for the first time, whether it’s baking bread, getting a haircut, or exercising at home instead of going to the gym.

While the evidence on the street suggests that hairdressers won’t soon be replaced by do-it-yourself work, all three have one thing in common: those looking for training or guidance always turn to YouTube to find them — and that’s it. Include people what I want. I never thought of using the platform. For example, my 83-year-old mother loves watching Katherine Jenkins at the Royal Albert Hall and now she is watching the National Theater LIVE.

According to the latest Media Nation report, 42 percent of adults surveyed during the ban have used YouTube in the past seven days, which equates to about 22 million users, making it the most popular online video service. For Netflix and BBC iPlayer. But perhaps the most interesting part of this insight is the source of the growth, although the lower end of the TV market now includes smart features, it’s never been easier for people to share online video from multiple sources along with TV channels. . . The blockage has been a catalyst for many people who have experienced it for the first time.

As consumers become increasingly adventurous about where and how they watch content, it’s no surprise that YouTube is used by 92% of online adults in the UK every month, and they all watch an average of 38 minutes a day. About 20 million Britons now watch it on their televisions. While this is an important insight into viewing habits, it’s another insight into how this shift is impacting consumers’ openness to new, more digital campaigns.

This is especially important when it comes to marketing. Google Home Mini-Campaign in 2019. The case study shows that when you mix TV and YouTube, for all ages under 45, YouTube reach grows very fast compared to other formats, which Ebiquity supports in its search “Mind the Gap”. After a week, the campaign shifted from an omnichannel approach to just YouTube, but with the same level of overall YouTube and TV ratings combined in the other weeks. The campaign managed to hit YouTube 50% of the cost of YouTube and TV in the other weeks and, most importantly, the stats were unaffected. The case study shows that the needle moves when it comes to different ways to reach your audience. While it says a lot about YouTube’s cheap reach, traditional TV is still an important addition. Combining YouTube and TV should be an important part of a company’s marketing plans to get the best results.

The average Brit still watches TV for nearly 10 years of his life, so it’s this combination of viewing platforms that provides the greatest audience, impact, and reach. Online and digital viewing platforms offer marketers a unique view of how the pandemic has affected consumer behavior over time and can no longer criticize one of the most important times of the year. From July to Christmas, the retail industry prepares for one of its busiest sales periods, but in a world where buying intentions are even harder to predict, only part of the mystery has been uncovered.

While the research process and consideration phase are essential steps in any shopping journey, consumers are expected to have less brand loyalty, be more willing to try new brands, and many are becoming more value-conscious in these economic times. . According to a survey commissioned by Magid on Google, people are searching and searching interchangeably: 80% say they switch from online search to video when looking for products to buy. Video ad campaigns posted to YouTube can use custom audiences to target viewers based on broad search terms to engage them during the checkout phase. This puts buyer consideration in the central funnel and, with the right measurement, sales can be converted. To capitalize on this perception, these considerations need to be creatively promoted and supported in the second half of the year.

But that’s not the end of the story. Nielsen found that the ad contributes 47% to the ad’s success, so the ad itself plays an important role in converting interest into actual engagement and sales. Video creativity poses a challenge for many brands, but the numbers show it’s not something to forget; Companies that customize their creative messages see an increase in consideration and revenue. Creativity doesn’t have to be complicated and expensive, so it shouldn’t be a barrier to success. A recent Topshop campaign repurposed social features such as video ads for YouTube, with one ad for prospecting and one ad for remarketing. In any case, they kidnapped him, despite obstacles we can barely imagine. ”

As online, in general, will dominate the peak more than ever, in a year when budgets tend to be tighter and advertisers are focused on value, YouTube appears to be at risk as part of a complete funnel solution for the first time the old rules no longer apply; the most dangerous of all is to continue as if nothing has changed.