YouTube on the Wall in Your Living Room

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YouTube on the Wall in Your Living Room

May 23, 2017

Remember when YouTube was something you watched on your laptop in front of the TV? Or on your iPad in a hotel room? Or when it seemed that anything you wanted to stream needed to be viewed on traditional computing devices?

No more.

The latest data from Google indicates usage of platform is up on actual televisions. That’s right, people are increasingly watching YouTube on TV – twice as many as last year, according to their data.

Smart TVs have enabled consumers to expand what they’re watching beyond cable and broadcast networks. They aren’t trading in TVs for iPad viewing; they’re simply expanding the content they enjoy on a TV, according to a new YouTube analysis.

Capturing the YouTube audience via TV has upside for advertisers. But – as you know – you can’t apply the traditional broadcast advertising model to YouTube – even if it’s being viewed “on the wall.” A performance-based approach via TrueView can enable advertisers to narrowcast at scale – so you get the precision of digital targeting with the reach you need to impact your target audience.

Here are some ideas on how you can activate advertising for via YouTube on the wall in the living room:

  • Personalize Prime Time: YouTube viewing on TV peaks around prime time – just like traditional television1. Personalize TrueView advertising and deliver it at scale for the prime time audience.
  • Work the Crowd: People are two times as likely to watch YouTube with others on a TV screen compared to mobile or desktop screens2. Target by personas based on Google first-party segments – whether you want a soccer mom or a millennial, YouTube can deliver your exclusive audience – even as they’re gathered around.
  • Keep Your Campaign Working on the Weekend: Watch time of YouTube content on TV peaks during the weekend3. Use optimization techniques to ensure your campaign keeps working even when the office is closed.

SOURCES:

  1. Video Advertising Bureau, viewing distribution of adults aged 18-49, live +7 put impressions, 9/19/16-1/15/17
  2. Google/Ispos Connect, YouTube Cross-Section Survey, U.S., n=2,004 online adults aged 18-59 who watch YouTube at least once a month, 7/16
  3. comScore, “2017 US Cross-Platform Future in Focus” report

Why YouTube’s Value Isn’t Just Viral Videos

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Why YouTube’s Value Isn’t Just Viral Videos

May 15, 2017

“Get me a viral video” has been a common request among marketers in recent years. Though the effect on sales is questionable, there’s no question that viral videos get consumers talking about brands and generates positive feelings that can’t help but rub off on the brands.

As everyone knows though, the odds of going viral are long and get longer all the time. Aiming for virality also ignores the evolving ways that consumers use video to do everything from education to research to relaxation.

Marketers need to explore these use cases and tailor their approach accordingly.

Education and Research

Google’s recent research found that the top four content categories for online video were comedy, music, entertainment/pop culture and “how to.” In recent years, everyone from Olympic athletes to programmers have used YouTube as a research tool. A 2014 survey by the UK’s Towergate Insurance also found that 28% of consumers use YouTube for home renovation advice.

While DIY is a natural for brands like The Home Depot and Lowe’s, others including Philadelphia Cream Cheese and Maybelline have created videos offering advice for cooking and make-up application, respectively.

While consumers turn to YouTube to learn how to patch a roof though, they also use video to research products. Google’s research found that 58% of moms use YouTube for product research. As one mom in the study noted, a video showing off a stroller’s features is more valuable than a blog post discussing it. With a video you can see the features in action.

Entertainment

Of course, people use video mostly for entertainment. Here brands can be part of the experience rather than interrupt it. Pepsi’s video strategy, for instance, positions the brand as a curator for musical talent. The brand’s YouTube channel showcases up-and-coming acts including Babe Rexha, Jidenna and Alessia Cara.

Marriott, meanwhile, employs comedian Ben Schwartz for skits and interviews on its YouTube channel.  Like Red Bull, Marriott has taken its role as a video publisher seriously, creating an in-house content studio staffed by dozens of full-time employees.

Meeting Long Tail Lifestyle Needs

Since the use of mobile video is fairly new, marketers are still figuring out how to create content that will complement users’ lifestyles. For instance, some brands worked with YouTube stars famous for Autonomous Sensory Meridian Response (ASMR), a phenomenon in which watching a video causes the tingles and a relaxation response.

The idea of a consumer firing up a video to unwind after a long day is becoming the norm, especially for younger consumers. Marketers who see online video as a launch pad for hilarious viral content are missing the point. They’re also missing out on a big opportunity.

Want to learn more about the power of advertising on YouTube? Schedule a briefing with a Video Expert from our Team.

Crain’s Los Angeles: Ongoing Series “If I Knew Then…” With Sightly’s Jill Gutierrez

NEWS

Crain’s Los Angeles: Ongoing Series “If I Knew Then…” With Sightly’s Jill Gutierrez

May 01, 2017

In this ongoing series, Crain’s asks executives, entrepreneurs and business leaders about mistakes that have shaped their business philosophy.  In this article, written by Felicia Darnell, Sightly’s Jill Gutierrez provides her insights.

The Mistake:

Early on in my career I thought everything had to be perfect, I had to know everything and I had to have a plan.

I was at AOL for almost seven years and I wanted to leave because I knew that I was [too] comfortable and I wasn’t learning anymore. So after AOL, I went to another company and while it was a great move, it was an experimental change.

I was helping set up a strategy and basically the structure of the team, and in doing so I realized the overhead was too high. I wasn’t planning on leaving but then I had an opportunity present itself and I ended up taking it and leaving.

However, I think I should have probably not left. I don’t know if I would have been laid off or not, but I wish I would have stayed instead of leaving. I wish I would have seen how it would have progressed and played out.

The Lesson:

I’ve come to realize that as a part of going through your career, it’s important to educate yourself.

Without taking risks, or even failing, you’re not going to learn firsthand. It’s OK to learn as you go. I think that’s been the biggest realization. You don’t have to know everything. It’s impossible to know everything.

You will disappoint people, you will let people down. Nobody’s perfect, first and foremost. Stop agonizing over making mistakes, because sometimes making mistakes can be very educational. Sometimes a mistake will be the best and biggest lesson you’ll ever have.

Read the entire Crain’s article here.

About Sightly

Founded in 2013, Sightly is a performance video advertising platform that enables brands and agencies to deliver the most relevant messages to the most receptive viewers across every device on YouTube and other video destinations. Our TargetView™ software combines our proprietary People-Centered Audience Targeting™ with dynamic ad personalization, campaign management automation and innovative optimization data science to deliver audience and performance KPI’s across the entire customer journey.

Learn more at www.sightly.com.

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