Why You Should Use YouTube As Part Of Your Paid Ad Strategy
Video has become a huge part of our lives. In 2021, global digital consumption of video rose more than 30%. YouTube played a huge role in this increase, and brings great value to users and creators to help achieve their goals.
YouTube Is A Necessity To Today’s Consumers.
In a 2022 study conducted by Talk Shoppe, YouTube users in the U.S. reported that they would miss this platform the most if it went away. 73% of these users plan to use the platform for another 6+ years as their #1 video viewing service. Based on this data, it is easy to see why YouTube would be the perfect ad placement for any business.
One reason YouTube is so popular is that it is easy for creators to tell a great story. Good content must tell a good story and be produced with thought and effort. YouTube creators have the flexibility and freedom to connect with and grow their global audience in unique ways compared to other video platforms.
YouTube also has a huge reach. Creators launch new content every minute of every day. Where TV networks average 1-2 million views (1-2% of the US population) for new shows they premiere, YouTube reaches 96% of the US population age 25-54 and across devices, according to Nielsen reports. This is a very large group of people that businesses can easily reach with both organic videos & paid ads.
YouTube Platform Trends For Advertisers
There are many opportunities for advertisers on YouTube.
-
- The Living Room & TV Experience: Many people are now streaming content on TV screens. YouTube’s fastest growing screen is Connected TV (CTV). There are 700 million hours of daily watch time on CTV and it accounts for over 50% of ad-supported streaming watch time for people ages 18+, according to a 2021 Nielson study. 90% of broadcast & cable networks saw viewer decline in the past 5 years, according to a 2022 Forbes article.
- Shoppable YouTube: Digital is the new form of shopping for consumers. YouTube is an important part of the user journey as they discover, get inspired, and learn more about services & products. According to a 2022 survey by Talk Shoppe, 83% of people stated that when shopping or browsing on YouTube, they feel like they get the best quality information about products.
- Short-Form Content: Consumers inform and entertain themselves throughout the day with short-form content. YouTube Shorts is the largest short-form platform in the world and is a way to discover longer-form content (according to a 2022 YouTube blog post).
How To Find Success On YouTube
YouTube is well-positioned to help advertisers achieve their goals, whether they want to increase awareness, drive action, or grow consideration. Businesses of all sizes are reaching their goals with YouTube advertising. As with any paid ad strategy, YouTube ads work best by combining it with organic video and other ad types, such as display, search, & social, for a full-funnel strategy.
Subscribe to the Juliana Warren Advertising YouTube Channel for “how-to” advertising videos.
Learn more about my Search Engine Marketing Services if you would like someone to build your YouTube video paid ad campaign and/or need monthly YouTube video ads management. Get a quote here.