Watch time for streamed video content is increasing at a rapid rate. More and more brands are now investing in digital video advertising in order to connect with the people where they are watching.
Brands are reshaping their advertising strategies to follow a digital-first approach. This approach is fetching them great results. Here are a few examples of brands that used a digital-first approach for video (Youtube Advertising) and drove success.
An automobile company wanted to launch the 2021 model of its flagship crossover utility vehicle. Besides a highly competitive market, the brand faced another problem – there was not even a single in-person auto show happening because of the pandemic. The car manufacturing company decided to reach people virtually through a YouTube video campaign.
The brand’s creative team followed best practices for engaging people interested in automobiles on YouTube. The team focused on creating relevant content according to how people shop for cars; they created feature-specific content. This approach was successful, resulting in significant improvement in product search, digital traffic, conversion, and brand favorability. The company witnessed a forty percent incremental lift on YouTube over traditional television buy and an increase in market share by about one and a half percent.
A soft drink manufacturing company wanted to drive the widest reach and connect with new audiences for one of its soft drink products. Acknowledging that people were increasingly spending time watching digital video, the company and its partner video ad agency decided to hike spending on YouTube in order to get incremental reach. The brand was not only able to increase reach but also got a greater return on advertising investment. The brand was able to reach a new audience that it was unable to reach through traditional TV and other platforms.
As people are increasingly watching streaming videos on their TV screens, a personal care brand decided to leverage YouTube advertising on connected TV for the launch of its new kids’ training pants. YouTube video advertising offered the brand a wide range of options including six-second bumper ad format, retargeting, personalized messaging through viewers’ behavioral data, and sequential messaging. These options are not available with linear TV advertising.
The results of the YouTube ad campaign exceeded the brand’s expectations. The campaign achieved thirty-six percent incremental unique reach and seventy-eight percent unique reach on television screens. Unlike linear television, connected TV provided brands with data that enabled detailed targeting and delivery of the right message to the right audience. Brand was able to reach new consumers who were not reachable through traditional TV.
By adopting a digital-first approach for video advertising, brands can drive excellent results, and boost conversions and sales.
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