When was the last time you clicked on a static banner ad?
People respond to stories. And stories are best told through moving images and sound. The essential format of the television commercial – which has been around for well over half a century now – is very, very hard to beat. Especially when done creatively.
Maybe the creators of YouTube recognized this when they had the idea for the site. Sure, looking at funny videos is entertaining. But in reality, YouTube is also the primary destination for videos that could just as easily be called ‘commercials’ for all types of brands.
And now, other social sites want in on the action. Even though they weren’t really created as a home for videos. Twitter and Facebook have realized there’s simply too much money at stake to let all the video advertising go to YouTube. (According to eMarketer, spending on digital video is projected to increase from $5.9 billion this year to $12.3 billion in four years.)
Notice the blue line above. You hear people talk about the ‘death of television’ quite often, but spending on TV commercials continues to rise. There’s still no substitute for reaching the masses.
Let’s explore a few reasons why YouTube is so well-positioned right now. 1) More than half of 16-24 year-olds say they ‘love’ the site. (That’s the word they choose.) 2) Samsung Mobile is currently the most viewed YouTube channel – with more than 365 million views to date. Wouldn’t your brand like to have just a fraction of that exposure? 3) Mobile makes up 40% of YouTube’s global viewing time. And we all know mobile is the future. 4) According to Nielsen, YouTube reaches more 18-34 U.S. adults than ANY cable network.
If your brand wants traction today, it has to create highly entertaining, well-conceived and well-produced videos on a regular basis. The real competition is taking place among the companies that want to host those same video ads. They have the viewers, and they know you will come.