As both consumers and marketers, we know that Connected TV (CTV) has gained significant momentum. As more viewers shift from linear TV to streaming platforms as their go-to for entertainment and information, advertisers are re-evaluating media investment strategies to follow consumer trends and reach audiences with greater precision. Amidst this shift, one platform stands out as a prime candidate for inclusion as part of your CTV inventory: YouTube.
Anecdotally, I can tell you that my three boys start and end their TV-watching day with YouTube: it’s their go-to platform of choice… and yes, they hate the ads but love the skippable feature. Even more surprising, when I speak about ‘adult’ topics at home like car insurance, they repeat the Liberty Mutual jingle or tell me to get the insurance with the lizard in the ads. The brand recall is astounding across all categories, as evidenced by Statista in this graph!
YouTube, the world’s largest video-sharing platform, has significantly transformed the way people both create and consume content. Originally known for user-generated videos, YouTube has evolved into a powerhouse of professionally produced content, making it an indispensable part of the digital ad ecosystem. Here’s why YouTube should be considered as part of your CTV inventory strategy:
Cross-Device App: YouTube is seamlessly integrated across all devices, including smart TVs, smartphones, tablets, and gaming consoles, ensuring that advertisers can engage audiences regardless of viewing platform. Yet, over 45% of all videos on YouTube are watched on TV, the largest screen in the home, making it a CTV inventory channel. With the cross-device nature of YouTube, it’s easy to see why it’s an advertiser's delight – you can reach audiences with consistent messaging across multiple touchpoints.
Engaging Content: YouTube hosts a plethora of content, including original series, music videos, tutorials and much more. The diversity of the content library caters to a wide range of interests and audiences, ensuring that advertisers can effectively target specific audience segments based on channels, genres, and even video context.
Massive Reach: With over 1 billion hours of YouTube content watched on TVs globally every day, YouTube offers unparalleled reach. The vast user base spans every single demographic, interest, or geography, making it an ideal platform for advertisers seeking to build their brands.
Brand Safety: Gone are the days when YouTube was just a user-generated platform with brand safety issues. Advertisers can now lean into ad tech players to ensure your brand is protected. There are advanced content moderation tools, proactive monitoring and stringent policies, ensuring that your brand is displayed alongside high-quality, brand-safe content.
Insights: YouTube provides advertisers with comprehensive analytics and reporting tools to measure campaign performance. There are metrics like view-through rates and content engagement, all the way to conversion tracking to hit intended campaign KPIs. Ultimately, the use of Google’s cleanroom and broader ad tech platforms enable advertisers to plan, buy and measure campaigns effectively.
YouTube’s unparalleled reach and content, coupled with brand safety and insights, make it a compelling video investment platform. By leveraging YouTube’s vast audience and advertising solutions, brands can effectively engage viewers with a proven CTV platform.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.