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Full Funnel Power: YouTube TrueView Campaigns Drive Awareness, Consideration and Intent

At any given moment, your target audience is spread throughout the different phases of the purchase funnel—awareness, consideration and purchase intent, at their most basic.

The good news is, it’s never been easier to reach them in every one of those phases.

And advertising pros know that certain media are more suited to different parts of the purchase funnel. For example, TV has traditionally been the go-to ad medium for creating top of the funnel
awareness.

Advertisers will often use retargeting and social media in the middle of the funnel to maintain familiarity and ensure their products are in people’s “consideration sets” when purchase triggers occur.

At the bottom of the funnel, advertisers often use online search campaigns (i.e., PPC or SEM) to reach in-market targets with appeals and offers designed to increase favorability of their products—and ultimately, purchase intent.

At the bottom of the funnel, advertisers often use online search campaigns (i.e., PPC or SEM) to reach in-market targets with appeals and offers designed to increase favorability of their products—and ultimately, purchase intent.

While these different media have proven effective in their respective funnel phases, YouTube TrueView video ads, by virtue of their robust targeting parameters, have emerged as one medium that effectively reaches viewers in all phases of the funnel.

A One-Stop-Shop Dream Come True

Fullfunnel-Graphic-PDF

Driving awareness, consideration and purchase intent with a single medium is like a one-stop-shop dream come true. Let’s look at further evidence for those claims.

Awareness

  • A study from April 2015 showed that 65% of YouTube ads saw an increase in brand awareness for people who were exposed to the ads

But how about the rest of the funnel? A recent six-month brand lift survey covering hundreds of campaigns across different categories found that YouTube TrueView ads generate exceptional impact in the middle and bottom of the funnel as well:

Consideration

  • 57% of campaigns showed lift among people exposed to TrueView ads (i.e., partial views)
  • 76% of campaigns showed lift among people who watched complete ads or 30 seconds (i.e., completed views)

 

Intent

  • 35% of campaigns showed lift among people exposed to TrueView ads (i.e., partial views)
  • 61% of campaigns showed lift among people who watched complete ads or 30 seconds (i.e., completed views)

YouTube TrueView video ad campaigns are uniquely suited for full-funnel targeting and reach—if you know how to build, manage and optimize them. Sightly incorporates proprietary processes to do just that in every YouTube TrueView video ad campaign we run.

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©2019 Sightly All Rights Reserved

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