Advertisers are expected to spend just shy of $30 billion on online video this year – an increase of nearly 28 percent year-over-year, according to recent research. It is a whopping number that demonstrates the rapidly growing opportunity to reach target audiences through sight, sound and motion.
Leading the pack when it comes to where brands are spending is YouTube. Twenty percent of online video advertising is spent on YouTube. It’s easy to plug-and-play YouTube into your online video plan, but how do you truly maximize your advertising on the platform?
Understand YouTube itself
YouTube is the most visited entertainment website in the world. The average visit is more than 22 minutes long. People watch with purpose. They’re leaning forward and highly engaged in what they’re watching.
What’s often overlooked is that YouTube is also a search engine – the second largest – and people use it as a utility to research something, to learn about a particular topic, to find a solution for something, or to watch a “how-to” video.
Marketers should think of YouTube not only as entertainment but also as a search engine or a “reference engine,” and leverage it as such.