4 Media-Planning Tips for Online Video Advertising Success

4 Media-Planning Tips for Online Video Advertising Success

As fall approaches, planning season for the coming year is in full swing. Kate Stanford, director of YouTube Advertiser Marketing, shares four research-backed tips to help you make the most of your online video plan.

It’s that time again. Love it or hate it, media planning season is here. As you begin conversations about the right marketing mix, online video is sure to play an integral role. More than half of U.S. agency and marketing professionals plan to increase their ad spend on desktop and mobile video next year.

Mobile devices are driving a lot of this growth. As people watch virtually anywhere, anytime, and on any screen, brands have more opportunities than ever before to reach audiences on platforms like YouTube. So how can you effectively harness these opportunities and drive efficiency for your client or brand? Read on for four simple tips to guide your planning process.

1. Be mobile-minded

Despite its small screen, mobile helps brands build deeper personal connections and can deliver huge results. Our research found that viewers who watched an ad twice on mobile had a significant lift of 23% in unaided brand awareness and 47% in unaided ad recall on average.

Recent analysis has also shown that mobile ads can help to significantly increase the reach of your campaign. For TrueView campaigns running on desktop and mobile simultaneously, on average 41% of the reach came from mobile only.

The takeaway? Mobile ads can deliver profound impact. So now, more than ever, treat mobile video as an essential part of your media plan.


2. Optimize for your audience goals

TrueView helps you find audiences by giving viewers a choice in whether to view your ad, allowing you to reach the people who are most interested in hearing from your brand. And this pays off. On average, we’ve seen that viewers who completed at least one TrueView ad are 23X more likely to visit or subscribe to a brand channel, watch more by that brand, or share the brand video.

For advertisers looking to reach audiences interested in specific content genres, we’ve found that content popularity and engagement levels matter. Our analysis of more than 5,500 Brand Lift studies showed that ads running against more engaging content had a higher potential for brand lift. Specifically, ads that played before videos with higher Preference Scores—i.e., a Google algorithm that ranks channels based on popularity and the passion of their fans—drove a higher lift in ad recall and brand awareness. In other words, brand lift increased with increasing Preference Score.

Source: Google Marketing