YouTube Insight HoA – The Recap | YouTube Advertisers

YouTube Insight HoA – The Recap | YouTube Advertisers


Tara: My name is Tara Walpert Levy. I’m the
managing director of ads marketing for Google, and I’m thrilled to be here for the first
ever YouTube Insights Hangout. So you guys have all reviewed the YouTube Insights report.
What leapt out at you as particularly interesting? Rob: YouTube allows the opportunity for the
brand to truly build an audience to engage with in a way that they haven’t been able
to through traditional media before. Tara: Three out of four of these audiences
are super eager to share content about a brand they love which is remarkable. Rob: Exactly, and I think there was something
about 76% turn to YouTube first to search when they’re looking for video. Tara: We call the audience on YouTube Gen
C because the behaviors they exhibit are all around curation, creation, community. Ann: I think it is absolutely fascinating
to look at the audience of those people that are on YouTube. Unlike traditional media,
they are defined psychographically. They’re not defined demographically, and that does
give you a better opportunity for brand engagement. Mike: The guys that are speaking directly
to their audience have the best shot at demonstrating that really high engagement. Gun: Gen C is 2x more likely to agree that
they would rather watch videos posted to YouTube than TV ads. It gets that whole point of engaging
with content you love on a platform you love with YouTube versus, again, being forced to
watch advertising. Tara: Just curious whether any of the guys
has anything they’d like to add on what they think is unique about the YouTube audience. Rob: I think what we see with the YouTube
audience is that they’re more than viewers. They’re engagers. What we see with the way
the audience embraces the platform is that it’s truly an engagement model. So even something
as simple as choosing to skip or not in a TruView ad is engagement. And YouTube brings
people together in a way that the other platforms and the other social platforms don’t because
it is about the view, but it’s about the view plus the engagement. Tara: How do you see brands reacting to the
platform and how do you think they think about it in their plans today? And is that how you
want them to think about it going forward? Rob: We’re moving from the YouTube as video
repository or library to more of YouTube as curated content hub. Put things on YouTube
in a way that matters. Schedule it. Calendarize it. Run YouTube content with a content calendar
and editorial calendar just as you would with any other medium. Ann: There’s absolutely a migration from thinking
about it and a reach vehicle to one that is much more about brand building. And that’s
where the concept of original content really comes into play and so how can we help marketers
take that journey from simply it’s about placing an ad or as it was said, coming up with a
viral video, all the way through to we need a brand building campaign, and we need to
engage this audience. Tara: You referenced earlier that some of
the best practices you’d seen in different areas around what matters in the first five
seconds and other things like that, are you able to elaborate any more on that or are
those special sauce? Rob: Well, I can tell you one thing that we’ve
learned is that especially when you’re doing series of videos if we treat the videos like
they’re individual episodes of a sitcom and start with a logo treatment, and an open,
and music, it tends to kill the viewership. People tend to want to jump right into the
content. We’re seeing a lot of success running longer form content as preroll using TruView.
If you can hook that audience in that first 5 seconds, you have permission to keep them
longer than 15 or 30 seconds, which is very different than the TV experience. Ann: People do not want to have a brand forced
upon them. They want to be more selective, and I think that’s part of the beauty of the
TruView solution. There has to be some reflection of self for an individual to share it. In
other words, I either want to be first one to show this to my friends or I have a great
sense of humor or I feel that this cause is important. Tara: How do you suggest that brands measure
success? Mike: So we look at engagement, we look at
influence, we look at consistency, we look at momentum, and if you want to understand
this audience and how they relate to the content, you really need to look more closely at the
content than just to say, “Captain Sparkles this is Minecraft. This is not TV.” The cool
thing about the platform and about this research is that there is so much available data that
you can get really smart about connecting with the right audience and the right mindset
and, in particular, with the right content. Gun: We’ve really tried to simplify to look
at the advertising and content that consumers see. I think we’ve talked a lot about the
reach of some of our advertising and content plays out there number one. Number two, once
they see your ad, what do they think of it? How do they engage with it? What’s the attitudinal
change that you might measure through a brand survey that they ultimately see? And finally,
what do they do as a result? Did they share the content? Did they subscribe to a channel?
Did they click on a website? Rob: As a whole, I think the industry hasn’t
really started to appreciate the fact that we can track better now what’s going at every
second of a view than we ever could before. And there’s a lot of learning, what works
what doesn’t. And if you start building your content based upon that learning of how your
audience is reacting to your video, the results that we’ve seen are fantastic in terms of
increasing engagement, increasing complete views. Tara: Thank you so much for taking the time.
And for folks who want to see the report who have not, you can find the YouTube Insights
report at google.com/think/youtube-insights.

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