💡3 Reasons to Include YouTube Ads in Your Marketing Strategy

Hi, marketing nerds!

Surprisingly, despite its massive reach and wealth of data, many performance marketers still see YouTube as an untapped resource.

It’s often perceived as a tool for brand awareness, tailored for companies that gauge their spending differently, not quite aligning with the metrics that performance marketing communities prioritize.

However, research suggests that 90% of consumers credit video for facilitating their purchasing decisions. With YouTube leading in video content, it’s peculiar that direct response marketers aren’t finding more success on this platform. This can be viewed as a challenge or, better yet, an opportunity.

In this article, we’ll frame it as an opportunity, outlining three reasons why you should start advertising on YouTube immediately.

Let’s dive in…

1. Unparalleled reach

With an impressive user base of over 2 billion monthly users, YouTube stands as the second most-visited global website and the second most-utilized social platform. For direct response marketers, its advertising capabilities are monumental, enabling access to a staggering 2.5 billion individuals worldwide, representing 32% of the global population and 49% of internet users. Marketers can strategically target specific niches with precision, capitalizing on the diverse content that caters to a wide range of interests.

Furthermore, YouTube's versatile advertising options extend across various devices, including mobile phones, tablets, desktops, and connected TVs, where an impressive 150 million people in the USA view YouTube through CTV monthly. This not only solidifies its influence as a dominant force in the streaming service landscape but also underscores its extensive reach and impact in the American market.

2. Google’s investment

As a subsidiary of Google, YouTube enjoys significant backing and support from its parent company. In recent years, Google has made substantial investments to ensure that YouTube remains a competitive player in the social media and advertising landscape. This strategic approach has led to continuous enhancements in YouTube's advertising capabilities, making it a more appealing option for direct-response marketers.

Google's commitment to YouTube is evident in its relentless pursuit of innovation and the development of cutting-edge advertising tools. By leveraging Google's sophisticated algorithms and data analytics, marketers can target specific demographics with precision and optimize their advertising campaigns for better performance and ROI. For instance, YouTube's introduction of tailored shorts, which cater to the growing demand for short-form video content, showcases Google's emphasis on staying relevant in a fast-evolving digital landscape.

This integration with Google's robust advertising ecosystem provides marketers with a holistic approach to reach their target audience across various online platforms, making YouTube an integral component of a comprehensive digital marketing strategy. Notably, Google's testimony in front of a judge highlighted how YouTube's Demand Gen and Discovery campaigns were built to compete with social media giants like Facebook and TikTok, solidifying Google's commitment to maintaining a competitive edge in the market.

In addition, Google's investment in YouTube has led to the introduction of advanced ad formats, such as shoppable ads, interactive cards, and masthead ads, allowing advertisers to create more engaging and interactive content that resonates with viewers. These innovative advertising features not only facilitate brand awareness but also drive direct response actions, enabling marketers to achieve their conversion goals more effectively.

3. Success stories

Contrary to common misconceptions, YouTube advertising success is not exclusive to industry giants and renowned brands. Numerous success stories highlight how businesses of all sizes and niches have leveraged YouTube advertising to achieve remarkable results and significant business growth.

For example, we have the case of Blendtec, a small blender company that gained immense popularity through their "Will it blend?" video series on YouTube, showcasing their blender's strength by blending various items such as iPhones and golf balls. 

The marketing director suggested that Tom (CEO) start making videos of his tests and start using more and more obscure items. They posted these videos on YouTube, and the "Will it blend?" series exploded.

The viral nature of their videos significantly increased both brand awareness and sales, establishing Blendtec as a notable player in the blender market.

Similarly, the case of Orabrush, a tongue cleaner company, illustrates the impactful role of YouTube advertising in propelling a brand to success. 

The quirky, commercial-style video explained that 90 percent of bad breath comes from bacteria on the tongue - hence the solution, the Orabrush tongue cleaner. The video went viral, rocketing to 18 million views.

Through their entertaining YouTube videos that explained the importance of tongue hygiene, Orabrush garnered significant attention and sales, solidifying its position in the oral hygiene industry.

These success stories underscore the versatility and accessibility of YouTube advertising, emphasizing its potential to drive tangible results for businesses of all scales and industries. By harnessing the power of video content and leveraging YouTube's robust advertising tools, businesses can unlock new growth opportunities and establish a competitive edge in the digital marketplace.

TL;DR

To conclude, the remarkable successes showcased by numerous examples have unequivocally demonstrated the potential for Direct Response brands to flourish on YouTube. Leveraging the platform's expansive reach, coupled with Google's steadfast investment and the diverse array of success stories, it is evident that YouTube represents a dynamic and rewarding avenue for brands to engage their audience and drive tangible business growth. By recognizing and harnessing the power of YouTube advertising, brands can establish a compelling presence, foster meaningful connections with their customers, and ultimately position themselves for sustained success in the dynamic digital realm.

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