Ways Brands Are Adapting To Shift In Video Viewership To Drive Results
Ways Brands Are Adapting To Shift In Video Viewership To Drive Results
The
year before last, video viewership reached a tipping point. People used
streaming platforms to watch video in greater numbers than ever before. While
we may be anxious to put much of 2020 behind us, some trends are here to stay,
and there's a lot we can learn from companies who changed their video
strategies in response to changing audiences.
Advertisers
are adjusting in the following ways to get better results:
1. Go where your customers are: online streaming
Digital
video is being watched in record numbers. YouTube reached more consumers aged
18 to 49 in the United States in March 2020 than all linear TV networks
combined, according to a research. The TV screen, in particular, is seeing the
most rapid growth in viewership. YouTube and YouTube TV viewing time on
television screens increased by 80% year over year in the same month.
2. Embrace the e-commerce revolution.
Brands
have quickly shifted to e-commerce to contact and engage potential customers
throughout the purchase experience in reaction to substantial shifts in
shopping behaviour. And internet video is proven to be a tremendous performance
driver all over the world. According to new data, 70% of global YouTube
visitors said they purchased a product after seeing it on the platform. More and
more advertisers are finding positive results from videos with action-oriented
formats, which have accounted for roughly 1 billion conversions in the past
year.
3. Combine the basics of creativity with
new formats.
Brands
had a lot of questions about how to create the most relevant, effective
creative for this unprecedented period in the early days of the pandemic. What
we found out: Ads that were "business as usual" and focused on the
essentials, such as YouTube's ABCD creative rules, performed best.
4. Invest even more in your brand.
During
a crisis, it's all too common for longer-term brand-building investments to be
slashed first, even if they're necessary for business success. When accounting
for the long-term influence of brand lift measurements on sales, a study
analysing sales and brand lift data across 20 businesses discovered that
advertising delivered an 84 percent higher ROI. Changes in brand equity, in
other words, yield an additional $0.84 for every dollar of short-term return on
ad investment. When compared to linear TV, brand building on YouTube is very
effective, with lift metrics 2.1X greater on average.
Conclusion
Marketers
may effectively adapt to the latest video viewing trends and obtain good
results from their video marketing efforts by employing the above-mentioned
techniques. Contact Radiance Vision for more information on Video Viewership
Driving Results.
Visit
our website now:
https://www.radiancevisiongroup.com/.
https://www.radiancevision.co.in/
