Dive Brief:
- Google posted an article on video marketing that pointed out a key data point on mobile: More people from 18-to-49 years-old watched YouTube on mobile during primetime than the top ten TV shows combined.
- The report also points out that more than half of U.S. adults watch YouTube on television sets and over 60% watch with other people.
- According to Google, attention to paid ads on YouTube is 84% higher than on linear TV.
Dive Insight:
TV advertising isn’t going away anytime soon. However, digital ad spending is expected to surpass TV spending for the first time this year. Google's research confirms why savvy marketers are spending more on digital, as this is where viewing is happening.
From an advertising perspective, online video allows for an amount of freedom in content length, with marketers not having to be constrained to the 15-, 30- and 60-second formats found on TV, per the post's author Tara Walpert Levy. On YouTube, six-second ads are proving successful with 90% of campaigns seeing a lift in ad recall with that time factor.
For marketers, there is an opportunity to tie into influencers as viewing moves online. The report highlights how the intense fan bases of some online video creators is bringing back the idea of appointment viewing, with 72% of teen and millennial YouTube subscribers watching new videos from their favorite creators within the first 24 hours of being posted.
