How Marketers Can Adapt to Latest Video Watching Trends to Drive Results |   18 Aug, 2021

Video consumption is undergoing dramatic shifts in terms of what people are watching and how they are watching. People are increasingly shifting from traditional TV to online video content provided by mammoth video hosting platforms such as YouTube. Although watching YouTube videos on smartphones is still very popular, more and more people are consuming YouTube on their TV screens.

Here are some ways that can help marketers in adapting to the latest video watching trends and achieve success.

Connect with people right where they are watching

YouTube viewership on connected TV is growing at a rapid rate. Brands and their YouTube marketing companies should focus on reaching the YouTube audiences on the big screen. For example, when car showrooms got closed due to the pandemic, a Korean multinational automobile manufacturer achieved the scale and impact it aimed for through YouTube on connected TV. The brand achieved an increase of sixteen percent in digital leads and fifteen percent in the market share.

Create e-commerce videos to facilitate sales

People all over the world are increasingly doing online shopping not only for low-budget products but also for high-end products. Before buying a product, consumers prefer to watch product and brand videos on YouTube. More than sixty percent of viewers on YouTube have admitted that they bought a product/service from a brand after seeing its ad on YouTube.

Google’s TrueView for action campaigns’ data shows that YouTube video ads having action formats are leading to about a billion conversions per year. During the lockdown last year, due to the pandemic, an American cosmetics brand decided to increase traffic to its ecommerce website. It effectively achieved its conversion goals by repurposing its existing video ad and running a TrueView for action campaign.

Create captivating YouTube-friendly video ads

As more and more people are now watching YouTube over traditional TV, create video ads specifically for YouTube; do not directly use ads created for TV on YouTube. A successful YouTube advertising campaign requires a captivating video ad created by following YouTube best practices. In order to drive impact through YouTube campaigns, marketers should make best use of their creativity along with high performing ad formats.

Use the right mix of TV and YouTube for video advertising campaigns

By leveraging Google Ads campaign planning tool, known as Reach Planner, marketers can find out the right mix of TV and YouTube. Reach Planner helps a video ad agency in maximizing video advertising campaigns’ reach while improving frequency. It makes use of YouTube forecasts along with historical TV campaign data obtained from the 3^rd party data measurement providers in order to enable marketers to plan TV and YouTube together.

By using the above-mentioned tactics, marketers can effectively adapt to the latest video watching trends and achieve excellent results through their video marketing efforts.