Advertisers have benefited from the explosion of content and also from a bouquet of tools that YouTube offers that helps create targeted advertisements and tracks the nature of viewership as well as the numbers. Mark Patterson, CEO, GroupM Asia Pacific said, “User behavior has shifted massively to mobile video and therein lies the opportunity for marketers today.” GroupM is the largest buyer of YouTube in this market, he said.
Samsung’s voice assistance services ad were among the top ads for creative excellence, viewer attention, and brand-fit, among other metrics
For a long time the platform has battled advertiser outrage over its approach towards ad placement. This led the Google-owned platform to overhaul its approach and offer marketers a sharper set of tools to craft better narratives and manage them more efficiently.
To keep advertisers interested and coming back for more, the team at YouTube used the numbers at its disposal to identify what works best with audiences. Ben Jones, global head-Unskippable Labs, Google, said, “Over 70 per cent of a campaign’s success is influenced by creative. At Google, we have been working over the years to enable the advertising ecosystem to make more engaging brand messages.” He added that the problem is not of shrinking attention spans but that of higher intolerance towards unwanted content.
Advertisers, the team at Google and YouTube was keen to emphasise, err when they assume that the young today are looking for short forms of content. People are willing to consume long form content as long as the storytelling grips their attention.
Noticeably, the BrandCast this year spoke less about the creators themselves and more about the advertisers, advertising and reach. Globally, YouTube has faced criticism from their organically grown creators due to their increasing focus on conventional entertainers and celebrities. Note that, Facebook as a brand has lately been shifting their narrative to a more creator centric approach as they push their video content and related advertising tools.