Thirteen years ago, a small upstart company started by Three former PayPal employees changed everything. Chad Hurley, Steve Chen, and Jawed Karim founded YouTube in 2005. It has gone on to become the 2nd most popular website in the world and shows absolutely no signs of slowing down. In fact, there are over 1.8 billion users on YouTube, which is about 1/3 of the entire internet population. YouTube has effectively created a powerful new landscape for digital advertising. It is in its infant stages right now, but YouTube advertising is poised to be the future of digital marketing.
One-way companies are already taking advantage of ads on YouTube is through influencer partnering. The biggest channels on YouTube have the widest reach for potential new customers to see these companies’ advertisements. Influencers allow for a different kind of marketing than using celebrities. Influencers can be more involved and hands-on with the product, create more engagement with their audience because of the tools that YouTube has that allows for this.
Furthermore, the value of partnering with social influencers to reach a committed and passionate online audience, lend a brand authenticity, and spread positive word of mouth is being taking advantage of by businesses and companies around the world. Some companies even work with YouTube influencers who have more than 1 million subscribers to create a video for a consumer product brand. And this is just a small fraction of what YouTube has to offer marketers.
We live in an increasing mobile world. More and more people are viewing content on their phones than anywhere else. Even at home, most people are viewing through two screens. With this mobile world, YouTube has seen the potential and started to capitalize on the mobile market. Have you clicked on a video on your phone and got a short, six second ad? I’m sure most of you have. These are called bumper ads and marketers are starting to utilize them. Introduced in 2016 bumper ads are short six seconds ads that are immensely powerful for ad recall. They make for a more user-friendly experience as well because you aren’t forced to either watch or skip a 30 second ad that you don’t really even care about in the first place.
Bumper ads are short, quick and to the point, allowing ads to stick the landing and create a form of advertising that, in some cases, are more effective than the traditional 30 second format. In a study conducted by Google, Tropicana found that their six-second Facebook ads drove higher metrics across the board when comparing 30-, 15- and six-second ads.
Another way bumper ads are effective is how cost effective they are. You don’t need to spend money on a huge crew to film your ad. One person can more than likely get the job done. Since the ads are so short, minimal time is taken to film them as well. This frees up time significantly for other things. They can also be completed faster due to minimal time needed to edit the ads. This is optimal for companies without a large marketing budget or nearly anyone with a smartphone using YouTube Studio or another basic editing app or program.
YouTube is a vastly powerful marketing tool that isn’t going away anytime soon. More and more business owners and agencies are starting to become aware of this fact. However, it’s still in its infancy. But over the next decade, YouTube advertising will be as giant as traditional television advertising.