10 Years of YouTube. 10 Years of amazing ads.
Which are the best YouTube Ads?
YouTube Advertising has definitely come of age. In 2014, four of the top ten most-watched videos on YouTube were ads. As YouTube celebrates it’s 10th birthday, YouTube wants you help pay homage to the greatest brand advertising moments from the past decade in it’s #10YearsofYouTubeAds campaign.
Here are a few of our faves that are in the running for Best YouTube Ads of the past decade:
2010 – Old Spice “The Man Your Man Could Smell Like”
2011 – Volkswagen “The Force”
2012 – Dollar Shave Club “Our Blades are F***ing Great”
YouTube has become such a valuable medium for advertisers both big and small, with many brands shifting big ad budgets to the Google owned video platform. It’s no wonder – the numbers position YouTube as an obvious digital advertising powerhouse…
If you’re a business owner already using online video to promote or advertise your business, congratulations. You’re ahead of the curve. But if you haven’t yet considered using video to broadcast your brand, you’re missing out. Why? Because using online video will not only improve your search engine rankings and provide an effective marketing tool available to a worldwide audience, but also leave a lasting impression on potential customers and increase your sales.
Here are five things to keep in mind when using online video for your business:
1. Tell a story. One of the buzzwords characterizing the shift away from pure selling is ‘storytelling.’ In Carmine Gallo’s The Presentation Secrets of Steve Jobs, she says, “the single most important thing to dramatically improve your presentation is to have a story to tell.” With online video, story-driven videos are becoming more and more popular simply because they’re effective; in fact, videos that engage viewers with a story are more likely to be shared, liked and commented on. Consider it an opportunity to visually recount your story and show potential customers something they wouldn’t be able to see anywhere else.
2. Get personal. If you’re a quirky business owner or your company has a killer corporate culture, let it shine. Standing out means being yourself, and highlighting what differentiates your business from others. And although speaking to a lens can be unnerving for newcomers, you’ll come across more naturally if the videographer asks you questions, rather than having you deliver hard line.
3. Boost views and conversions with clear calls to action . Effective online video educates and entertains, but what you also want to make sure it does is inspires the viewer to act. If your online video campaign is more about branding, make sure you include a clear call to action; whether it be visit your website and store, call a phone number, buy now or connect with you on social media. Before this, however, you want to make sure your video gets played in the first place. A recent study shows that using active calls to actions like ‘Click to Play,’ or ‘Learn More,’ can increase a video’s view rate by 12 times over passive labels like ‘Video’ or ‘Video Here.’
4. Go pro. While many business owners produce their first videos themselves, based on thousands of client experiences, it’s likely you’re going to pay a professional to re-do it once you realize it’s lacking narrative and polish. Save yourself the time and added cost, and work with professionals from the very start. Online video is arguably the best marketing tool at your disposal, and the ROI is unquestionable. Bottom line: just because you could do it yourself or hire an amateur, doesn’t mean you should. Has it been successfully done before? Sure, but it’s rare and usually because the personalities in the videos are bigger than the distraction that bad video is. Consider your video your first point of contact with your prospective client. Would you want that to be anything less than the quality and professionalism your business represents?
5. Share-ability and engagement. Videos shared via social media are consumed more than text-based updates, which means there is more potential for a company’s message to be shared and seen via these platforms. “Consumers are more likely to enjoy a brand video and remember the brand involved if they come across it because of a social media recommendation,” according to a recent report . So when you make the move into video for your business, make sure you keep your potential ‘social’ audience in mind.
A number of studies have come to the same conclusion: online videos help businesses sell to affluent consumers. Internet Retailer states, “those who view a video are 144 per cent more likely to place that item in a shopping cart. 52 per cent say watching video makes them more confident about their purchasing decisions.” One more stat if you still need to be convinced: comScore reports, “consumers who watch a video are 64 per cent more likely to make a purchase than those who don’t.”
What are you waiting for? Consumers are ready and waiting to click play on your business’s video content.
Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV, a Canadian online video production, advertising and social media marketing agency.
“When YouTube’s site first launched in May 2005, we never could have imagined the endless ways in which you would inspire, inform and entertain us every day.”
Today, more than 100 hours of video are uploaded to YouTube every minute. That’s more than four days of video uploaded each minute! Every month, more than 1 billion people come to YouTube to access news, answer questions and have a little fun. That’s almost one out of every two people on the Internet.
Millions of partners are creating content for YouTube and more than 1,000 companies worldwide have mandated a one-hour mid-day break to watch nothing but funny YouTube videos. Well, we made that last stat up, but that would be cool (the other stats are true).
YouTube reportedly could launch its paid subscription service for some of its specialist video channels as early as this week.
The a la carte service, which could involve as many as 50 video channels, would allow single channel subscriptions for as little as $1.99 a month, people familiar with the plan tell The Financial Times. YouTube confirmed to CNET in February that it was developing such a service but did not indicate when it would be ready for subscribers.
A paid content platform could give the Google-owned video site another revenue stream while allowing channel operators to finance different content production, such as TV shows and movies, a source said.
YouTube declined to comment on a target launch date for the service, reiterating earlier statements on the topic that it had “nothing to announce,” but that it was “looking into creating a subscription platform that could bring even more great content to YouTube for our users to enjoy and provide our creators with another vehicle to generate revenue from their content, beyond the rental and ad-supported models we offer.”
For marketers, 2013 marks a shift in online advertising—to bigger budgets, sounder metrics and a continuing focus on brand advertising that we identified last year. According to the 2013 Online Advertising Performance Outlook, a report produced jointly by Vizu, a Nielsen company, and the CMO Council, advertisers are changing how they view the online medium. Long the bastion for direct response, marketers are now embracing online for branding purposes aimed at shifting consumer perception.
In 2013, advertisers project brand ad spending to grow more quickly than direct response. Sixty-three percent of marketers project that the dollars allocated to online brand advertising will grow in 2013, and one in five believes the increase will exceed 20 percent. These numbers are in line with what Vizu saw in marketers’ 2012 projections, demonstrating continued momentum on this front.
Roughly half (51%) of marketers also expect spending on direct response to increase in 2013. One in four stated that increase will exceed 20 percent; however, 41 percent say their digital direct response advertising budget will stay the same as last year.
While brand marketers are projecting overall growth in brand ad spending in 2013, they are also predicting their spending in particular digital channels will grow faster than others. Nearly three-quarters (70%) of brand marketers plan to increase their use of social media in 2013, followed closely by mobile advertising (69%) and video advertising (64%).
These numbers are all up from 2012 projections, indicating a continued shift toward the channels where consumers are spending an ever-increasing amount of their time. And the brands aren’t alone in their thinking. Agencies are also projecting growth in mobile advertising (81%) and video advertising (73 percent), followed by social (57%).
There’s no doubt that digital advertising is on the rise as more advertisers and agencies begin to understand and accept the opportunities the medium brings. How they use digital, however, will continue to evolve.
When it comes to online video, it’s hard to find someone who hasn’t watched at least one clip in the past month.
A whopping 83.5 percent of all U.S. Internet users watched a Web video in January, totaling over 171 million individuals, market researcher ComScore revealed yesterday in its online video rankings. The average online video lasted about five minutes, and those who watched ad-supported content were forced to sit through an average of 24 seconds worth of commercials.
As one might expect, Google easily led the way in total viewership last month, serving video to more than 144 million unique viewers through YouTube. Those people watched over 1.9 billion videos out of the nearly 4.9 billion watched in the U.S. across all video services last month, ComScore said. The average Google user spent just over 283 minutes watching video content in January.
Vevo, the online music video site started by Universal Media Group and Sony Music Entertainment, took the second spot in overall viewership last month with more than 51 million people watching video on the service. Those folks watched 121 million videos and spent about 92 minutes on average watching content on the site.
Yahoo’s video services came in just behind Vevo with nearly 49 million unique viewers and more than 193 million viewing sessions. The average Yahoo user spent 38 minutes watching video last month.
Hulu was the 10th-most-popular online video destination last month with nearly 25 million unique viewers. However, Hulu’s average viewing per user came in second behind Google with 236.4 minutes.
When it came to advertising, however, no other service bested Hulu. The site offered up over 1 billion ads during the month, and the average Hulu viewer watched 44.6 ads. ABC Television came in second in ComScore’s measure of ads per viewer with 22.3 commercials.
Across the entire online video market, over 4.3 billion ads were served, ComScore found. The research firm said the average online viewer watched 32 ads in January.
Online video advertising is on the rise. Back in July, ComScore said that 3.6 billion video ads were displayed that month. Hulu accounted for 783 million of those spots.