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We’ve been focused on the high level of consumer engagement with video, and we know it’s important to create interactive visual content for consumers. But in today’s market, there are so many different platforms, it can be tough to decide where to begin. When it comes to visual content, consumers could be turning to TV, YouTube, Netflix, Hulu, Vudu, you name it. But here’s the thing: In order for your content to get the attention it deserves, you must first figure out where your specific audience is hanging out and where they find your ads most compelling.
Content must be placed where you know your audience will see it and accept it; otherwise, you’re just spinning your wheels. You’ll be left wondering why you’re getting no traction, no traffic, and no new customers if you simply place content onto channels where it’s not getting any attention. By getting to know your audience and learning where they spend their time, you’ll be able to engage them more effectively. Putting in a little bit of time on the front end will give you valuable insights that can guide you as you build connections with potential future customers.
For example, a recent Think With Google study pitted TV ads against YouTube ads among Canadian consumers. 57% of the participants confirmed they found YouTube ads to be more engaging, a signal to brands working to reach this particular market segment. Marketers were provided with three new and telling insights they can use to their advantage:
1. YouTube ads capture consumer attention more effectively than TV ads. The study showed the same ads on both YouTube and TV and looked at biometric responses of the participants. Participants were more attentive and connected during YouTube ads versus TV ads. In fact, YouTube ads were 39% more effective—to be expected when considering platform styles. While watching TV, viewers typically expect a few dull spots and plan for longer viewing periods, however with YouTube, viewers more carefully choose the content that appeals to them, therefore also being more engaged with the ad content that’s included.
For marketers, this is a valuable insight that lets them know Canadian consumers are zeroed in while viewing YouTube—the perfect opportunity to make connections via the right content.
2. A smaller screen offers bigger creative opportunities. Google found that viewers focus mostly on the center of the screen when watching TV, however, with YouTube, their eyes move around more freely, indicating more active attention. The way viewers interact with YouTube—with continual eye movement—mimics the way they engage with other smaller devices like phones and tablets.
For marketers, this means they can take advantage of the entire screen to engage viewers, rather than being restricted to the center. This allows for more overall space to share their brand messages.
3. A second screen attracts more viewer attention. Consumers don’t sit down and focus solely on watching TV anymore. In its study, Google offered participants a secondary device to use while watching TV, and it found the second device commanded more viewer attention than the TV. When TV watching was interrupted by YouTube, YouTube had 2.4X the visual attention as TV.
For marketers, this means diving in and understanding how and why people engage with online video. Businesses are learning that consumers utilize secondary devices to supplement programs viewed on TV, and some are aligning their messaging to reach specific consumers in relevant ways during real-time televised events. When it comes to online video, viewers will tune out background noise and focus on their secondary screens, and businesses that offer compelling video content will be successful in keeping viewer attention.
It’s Not Just Canada
This phenomenon doesn’t only apply to Canada. Wherever you’re looking to reach your customers, it’s important to take a look at the impact of video. Earlier this year, YouTube CEO Susan Wojcicki said, “I’m happy to announce that on mobile alone YouTube now reaches more 18- to 49-year-olds than any network—broadcast or cable.”
YouTube’s success, especially with this age group, reaffirms marketers’ need to change gears and focus on creating online video content across the board. Advertisers have historically used television ads to target 18- to 49-year-old consumers, however, as the popularity of TV declines and that of online video increases, it’s imperative to make compelling video part of your strategy. And when it comes to video, mobile is king. A majority of viewers consume content via their mobile devices, and 92% of mobile video consumers end up sharing videos with others.
When you work on understanding your audience—and when you invest the time it takes to create compelling, relevant video content—consumers will not only want to view it, they’ll also want to share it, and they’ll continue to come back for more. You’ll build a name for your brand when you go where your customers are going and offer them what they’re looking for. While their interest in TV may be dwindling, they are highly invested in online video. When you make it a part of your marketing plan, you’ll end up building more relationships and discovering more prospects.