YOUTUBE STATS: MUST-KNOW FOR MARKETERS
Google recently announced it’s Q2 2015 results, and the report should convince any smart marketer that YouTube has a massive place in the now, and the future of online video consumption.
Here are some of the key highlights critical for businesses to understand:
YouTube Watch Time has increased by 60% year-over-year
The average YouTube session on mobile is now 40 minutes
.. which is the fastest growth rate in viewing time in 2 years
YouTube’s top advertising partners increased their ad spend by 60%
On mobile, YouTube attracted more viewers aged 18-49 than any cable network
Google confirms YouTube has more than 1 billion active users
Viewers who entered YouTube via its homepage tripled compared to 2014
Paying attention? Great. Online video is here to stay – there is no question. As a smart business owner, it only makes sense that you would put your brand exactly where your target market’s eyeballs are… and many of them are obviously glued to YouTube these days.
BizBOXTV Video Advertising clients have found success with both YouTube Video Ads & Facebook Video Advertising platforms, depending on their unique marketing & advertising goals… with unparalleled success when it comes to exposure, increased brand awareness and of course, sales.
How To Go Viral
Have you always wondered how some of those great brand videos rack up millions of views and shares and comments from all over the world?
Watch + learn to discover the secret that more often than not serves as the initial spark behind most branded viral videos.More on “How To Go Viral”:
FACEBOOK VIDEO ADS: a game changer
Facebook is stepping up it’s video ad game in a big way. The social media giant has announced advertisers will only be charged if a video is viewed for at least 10 seconds vs being charged after a video would auto-play in the newsfeed for at least 3 seconds.
This, compared to YouTube‘s 30-second rule has recently resulted in Facebook video ads getting way more views vs those published on YouTube.
Facebook insists its video ads provide value the moment they’re displayed, but the platform has opened up to the 10-second option because of feedback from advertising partners. Facebook notes Nielsen research proving that video ads have value even if consumers view Facebook video ads for less than 10 seconds — noting powerful brand awareness increases.
The massive potential for online video advertising growth has made competition more stiff among key players in recent months. Other social platforms are also starting to move heavily into video advertising too: Twitter recently announced its own video ad product, and will only charge advertisers if 100% of the video appears on a user’s screen for a minimum of 3 seconds.
BizBOXTV Video Advertising clients have found success on both Facebook & YouTube / Google Display Network platforms, depending on their advertising objectives and goals. As the digital world continues to evolve, we keep our fingers on the pulse to ensure our clients continue to stay ahead of the game & capture the market.
Videos on Facebook now get 4 billion daily views, almost four times the figure from a year ago, according to Fortune. And it’s working for online publishers too: Buzzfeed had 500 million video views on Facebook in April, while Mic saw 33 million views from 8 videos in just two months.
That kind of reach will increase Facebook video’s appeal to marketers. A recent survey by marketing firm Mixpo, charted for us by BI Intelligence, indicates Facebook is quickly becoming the choice of platform for video marketers. Of the 125 US marketing and media executives surveyed, 87% said they plan to run an ad campaign on Facebook’s video platform this year. That’s 24 percentage points up from the people who said they ran a video ad campaign on Facebook last year. Facebook’s video platform is also more popular than YouTube video now, according to the survey.
Since the survey only asked 125 people, the results should be taken with a grain of salt. And YouTube still owns a wider video creator base, a stronger copyright policy, and a more established revenue-sharing model than Facebook, BI Intelligence says. But it’s also proof that advertisers will only continue to spend more on social video, with Facebook video being a major recipient of their spending.
Agency Survey: Online Video Advertising On The Rise In Canada
Online Video Advertising is catching up with the levels of online video content consumed by Canadians, according to a new study from BrightRoll and IAB (Interactive Advertising Bureau of Canada).
A survey of 100+ marketing & advertising agency execs reveals that 1/3 of agency requests for proposals (RFPs) included an online video ad.
Digital video is becoming mainstream.
Online video advertising is effective.
Confidence in this digital ad medium is growing.
Targeting tops the list of video ad benefits.
Views, conversions & brand lift are the metrics that matter most.
Mobile and tablet video ad spending are poised for growth.
There’s no question, advertising dollars are now more in tune with recent trends showing that Canadians are voracious online video consumers. Canadians are also watching online videos on more platforms than ever; via smartphones, tablets, set-top boxes, video gaming consoles & PCs.
Is your Canadian business plugged into the growing trend of Online Video Advertising in Canada?
If not, we can help. BizBOXTV works with Canadian businesses of all sizes and in all industries with their online video advertising needs, with unparalleled results.
Whether you are looking Online Video Production, Online Video Marketing, YouTube Video Ads or Facebook Video Advertising, we’ve got you covered.
Automotive Advertising – win with video
More and more Dealerships are finally waking up to the power of digital Automotive Advertising. While many are still tied to the past, spending big bucks on traditional advertising – more and more Canadian dealerships are recognizing the power of BizBOXTV Video Advertising when it comes to their Automotive Advertising needs. In fact, most of our automotive advertising clients are shifting their ad dollars away from Print, Radio & TV and into digital, which online video marketing and advertising is obviously a critical part of. In turn, they are seeing unparalleled results and ROI.
Here’s a peek at some of our most recent Dealership video releases:
Glenmore Audi – Dealership Promo Sale Video
We’ve worked with Glenmore Audi for a couple of years, having produced nearly 100 videos for the forward-thinking Calgary Audi Dealership.
Lone Star Mercedes-Benz – Dealership Introduction
Village Honda – “Pilot Your Very Own Pilot”
Sunridge Nissan – “We Speak Your Language”
Country Hills Hyundai – Dealership Introduction
BizBOXTV creates custom solutions for every Automotive Advertising client we work with. Regardless of your unique advertising objectives, BizBOXTV offers an unparalleled approach to automotive advertising in the digital world we live in today. Contact us today to unlock the power of your dealership in 2015.
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…
They say video killed the radio star. The question is: Did it also kill the print star? And what does the answer mean for online content marketing?
Whether it’s YouTube, Vine or integrated content — video has quickly become one of the most impactful ways to speak to an audience. According to a recent study by Usurv, if you want visitors to your site to share and interact with your content, delivering it via video is the best way to go. Consumers are 39 percent more likely to share content if it’s delivered via video, and 36 percent more likely to comment and 56 percent more likely to give that video a coveted “like.”
Watching a video and reading a print article require completely separate cognitive functions, and for businesses, it’s important to understand the differences before you make a decision to use a video clip instead of print content.
Numbers don’t lie
Internet users do love video. The average consumer with an Internet connection watches roughly 206 videos per month, and Nielsen claims 64 percent of marketers expect video to dominate their strategies in the near future. Taking a look at the numbers, it seems like a no-brainer to say that video content is more engaging than text. But tapping into a little basic psychology, we can further break down these findings, and also describe the conditions that will drive visitors to prefer text.
Different types of cognitive tasks
Videos are processed by the brain 60,000 times faster than text. Think about the heavy lifting your cognitive system has to do when reading an article vs. watching a video clip! Humans are hardwired to avoid demanding cognitive strain, so this tendency toward “laziness” will, more often than not, invite us to choose information that is easy to process over the form that makes us put out a lot of effort.
Reading articles and watching videos also require two different brain processes. When we read, the process requires us to be actively involved. The brain gets a much better workout when reading vs. watching, and the process requires a longer attention span and deeper cognitive efforts.
Reading is active. When we read an article, we don’t just look at the words in front of us — we create thoughts about that content, activating our mental structures. Reading requires the production of “inner voice,” which dials up our attention span. That means that careful reading is not an automatic process, but rather occurs when we actively process what we are reading.
Watching a video, though, is passive. It’s much less demanding and more of an automatic process, asking a lot less energy and effort on behalf of the person watching.
If you want them to fall in love, send them a video – videos are also much better at seduction.
When we read something, we are actively involved in processing the information in front us. Our cognitive processors are working hard. But while reading is all about thinking, video is better at getting us to feel.
When we watch a video, we become immersed in it and create an empathetic connection with the screen. If you want your visitors to fall in love with your content, it makes sense to deliver it via video. That’s because it’s much easier for us to become emotionally attached to something we watch in a video than something we read in an article.
Emotions are mediated by automatic physiological (motor-sensorial) reactions, which can be explained through a process called mirror-neuron mechanism. A mirror neuron is a neuron that fires not just when we ourselves perform an action, but also when we watch someone else perform that same action. Our brains mirror what’s unfolding before us as if we were part of the scene, even if we are just sitting passively on the sidelines.
So when it comes to mirror neurons, there is no difference between the cinema and real life. This suggests that we could actually be experiencing (in small but significant ways) the pain (and supposedly also the pleasures) of those we witness on screen. This neurological activity makes the spectator much more emotionally involved.
How can we explain the tendency to consume only one form of content?
When we make the decision to click on a video over a text article, it might feel like a clear choice. But the truth is, there are several unconscious factors at work, influencing the visitors’ decision-making process without him or her even realizing it. These factors include the visitor’s state of mind at any given moment, the type of product or service he or she is looking for and his or her overall personality.
I’m in a video state of mind
In my work as a web psychologist, I’ve witnessed two distinctive patterns of behavior that separate users into two kinds of groups: Goal-oriented visitors and unintentional visitors.
Visitors who are in a “browsing” state of mind will pass through a website just to see what’s on offer. Their goal is more to be entertained. This visitor takes in information passively, relying on limited cognitive resources and allowing the website to guide him or her through his interaction. Due to emotion-based processing, this visitor will pay attention to colorful images, embedded video, attractive headlines and catchy slogans. Visitors in a browsing state of mind will tend to prefer video over text.
But then there are visitors who are goal-oriented, who come to your website with a specific need or cause in mind. These visitors are much more willing to use up cognitive resources, and we see that they are more active on the page. They know exactly what they are looking for, be it to read certain content, purchase a specific product or get an update on the latest news. These people are far more likely to choose text over video when given a choice between the two.
Sense of control
When watching a video, we unconsciously let go our perception of absolute control over our environment. Engaging with a movie is a form of escape. Watching a movie can facilitate feelings of dissociation (an experience of having one’s attention and emotions detached from the environment) and can offer mental escapism.
Not all personality types are comfortable giving up their sense of control. Some people need to feel that they remain in the drivers’ seat, so to speak, when they interact with a website. These people will prefer text, because it allows them to skim over portions that interest them less, move backwards to re-read those passages that interest them more, and overall allow for them to set the pace of the interaction.
The product matters
A crucial question for businesses to ask before deciding to deliver their content via video or text is: What is the product that we provide?
Research shows that when website visitors must make an important or consequential decision — such as purchasing insurance or financial products, for example — their more rational, detail-oriented modes are activated and they want to feel in control. In this case, text will provide businesses with a better outcome than video.
But when the consequences of visitors’ interactions are not as meaningful, video will more often than not be the preferred mode of interaction.
Visitors tend to consider video more engaging on the whole because it requires less cognitive strain and humans are hard-wired to avoid heavy work and favor cognitive ease — therefore, it’s a more popular method for delivering information.
But video is not a failsafe. There are several factors at play when visitors select the form of their content, including their current state of mind, the type of product being searched for and their personality. These factors all work to unconsciously influence the visitor’s decision-making process throughout his or her entire interaction with the website, and drive him or her to prefer one form of content that best serves his momentary needs.
Consider these factors when deciding which format of content your audience will respond to best.
Massive Potential Awaits Canadian Advertisers With Facebook Video Ads
Canada loves it’s internet… and it’s social media. In fact, Canada was one of the first countries to fall head over heels for Facebook, and now, more Canadians log into Facebook every day than anywhere else in the world.
As a business owner, if you’re not reading this and immediately making the connection between where people are and where you should be… you should be.
What else is key to know? Facebook loves, loves, LOVES video content. Facebook video ads can be posted, watched, shared and engaged with, right within the platform. Facebook has watched this digital consumption evolution, and the social network is starting to further emphasize video’s importance and potential with Facebook Video Ads.
Facebook says it averages a billion video views every single day, with 2/3 watched via mobile. Facebook video views increased 50% between May through July 2014.
To highlight this milestone, Facebook said this week it’s going to start showing video view counts, offer deeper video analytics for publishers and will recommend additional videos to watch after you’ve seen one… all tweaks to increase Facebook Video Ad consumption by the public, and make the use of video more attractive to businesses.
All of this means even more potential for businesses and brands that use video in their marketing and advertising efforts… and highlights expansion in the digital video space beyond video giant YouTube.
Even Beyonce agrees.
Queen Bey’s Management Company said that Facebook has ‘become the primary platform’ they use to communicate with fans. This comes on the heels of a behind-the-scenes video released via both Facebook and YouTube last summer.
Beyonce’s Facebook video earned 2.4M views in a few hours while YouTube’s views trickled in by comparison, earning just a few thousand.
Why is this? Fans spotted the video, watched it, and then shared it with their friends… increasing it’s exposure via Facebook news feeds.
Facebook Video Ads also present massive potential for Facebook as a business (it also just bought video adtech company LiveRail for somewhere between $4-500M in July) but also for business owners. It’s an amazing way to get a message across and provides a more immersive experience vs static status updates and photo posts. This also goes for the success rates of graphic Facebook Ads vs Facebook Advertising that utilizes video. Video is the most powerful medium available today.
All of this could further convince advertisers who love the video aspect of television and the social aspect of Facebook… their money may be better spent on social video – and Facebook Video Ads might be a great place to start.