YouTube’s Untapped Marketing

Basics of YouTube

Founded in 2005, YouTube is one of the most popular video sites on the Web today. Millions of videos have been uploaded and shared here, ranging from movie trailers to amateur videos of cats – and everything in between. YouTube was the first large-scale video sharing site on the Web, and  it is available in nearly every country and over fifty different languages. Anyone can upload content here, which makes for an utterly astonishing array of watchable content. One third of all online activity is spent watching videos, and YouTube has more than a billion active users. The platform is so expansive that it can be accessed in 76 different languages, accounting for 95% of the world’s population.

Marketing Ads

We all hate those marketing ads that come through YouTube when we’re trying to watch a video. How helpful are they really for marketing? YouTube is a great source for funny, entertaining content, but it’s also increasingly becoming an essential tool for marketers. In fact, nearly half of all marketers (48%) plan to add YouTube to their marketing strategy over the next 12 months according to the State of Inbound report. That’s an alarming amount of marketers adding YouTube to their marketing plan.

Not only is your audience on YouTube, but as the internet’s second largest search engine, it can help improve your SEO and overall brand presence. YouTube allows marketers to present content in a unique way that is easy for viewers to consume and share.

Targeting

You can choose what type of videos you would like to be associated with. Then if the videos aren’t lining up with your brand you can always retarget those people. With YouTube you can retarget people who have watched a specific video. You can make retargeting lists. You can make smart lists as well. There are a lot of different options, and you should try all of them.

Viewability Rates

Viewability rates on YouTube are relatively high and improving. Viewability determines if consumers have seen an ad. Ninety-five percent of YouTube ads meet viewability standards, up from 93% the year prior, as verified by unnamed third-party measurement firms. This is a particularly impressive rate when compared to other digital platforms — internet viewability rates averaged 58% in the second half of 2016, according to ad tech company Integral Ad Science (IAS) cited by Variety. However, this may not be an apples-to-apples comparison, because IAS and the measurement firms verifying YouTube’s viewability rates may define viewability in different ways.

Cost Per View

On the surface, this lack of data may seem like a bad thing for advertisers. However, Strike Social’s data shows the individuals whose ages are unknown have a view rate (VR) of 29.5% (6.5% higher than average) and a cost per view (CPV) rate of $0.034 (nearly 23% lower than average). When the gender of the viewer is unknown, the VR dips slightly to 28% and the CPV climbs a bit to $0.039.

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