Why YouTube is set to drive results for advertisers and agencies in 2022 and beyond
With audiences switching to YouTube in their droves, here’s why it’s essential for advertisers to make the switch to streaming as they look ahead and plan that all-important 2022 media mix.
The way we watch video on the TV screen has forever changed, with streaming platforms becoming the preferred platform of choice for audiences across Australia and New Zealand. For years, viewers had to rely on whatever content was served to them; but now through the play button, people are telling us what content is popular and engaging.
YouTube reached more than 16.7 million Australian adults in July 2021, with 8 million Aussies watching YouTube on their TV screens in March 2021. People choose YouTube over linear TV and other ad-supported platforms because its content is far more relevant to their lives and interests.
YouTube’s Brandcast, the company’s ‘upfronts’ moment, highlighted the critical importance of this shift for advertisers and agencies, celebrating YouTube’s creator ecosystem and its ability to promote brands in the right place, at the right time. As we all cast our minds ahead to 2022, what’s clear is that now is the time to re-think YouTube’s role in the media mix.
Here’s a run through of the key reasons why.
Whether it’s music videos and sports clips or creator vlogs and DIY videos, Australian viewers aged 18-64 say that YouTube is the number one platform with the most extensive and diverse video library.
Media mix modelling by Analytic Partners across Australia and New Zealand found that in New Zealand, YouTube had greater ROI than TV in 89% of CPG MMMs. YouTube also had a greater ROI than BVOD in 85% of CPG MMMs. In Australia, advertisers are achieving 64% greater incremental sales per impression than TV.
Tourism New Zealand’s recent campaign ‘Stop Dreaming About New Zealand and Go’ saw Mindshare and Special Group maximise the full-funnel capabilities of YouTube. The campaign reached over 2 million potential customers in seven days, while simultaneously encouraging them to take action and book a holiday. As a result, Tourism New Zealand saw a +13.5% brand lift.
With a focus on the home feed and TrueView for reach formats within their wider mix, Mondelēz Australia saw a 29% uplift in overall digital effectiveness and a 52% increase in YouTube ROI.
Tom Slade, consumer experience lead at Mondelēz Australia pointed to the value the business has seen with YouTube at the heart of its media strategy: “As we look across our media ecosystem we see that with YouTube, we’ve been able to drive ROI, creating both short-term and long-term business success,” he said.
Brands like Canva, Les Mills, and Chemist Warehouse are seeing a strong ROI by investing in YouTube as their core channel in their media mix. YouTube is also seeing more brands embrace an experimentation mindset and leverage the combined power of data plus creativity to drive attention and connection with their audience – ultimately improving their ROI.
As we look towards 2022, people are changing the way that they watch video, including an increasing number watching YouTube on their connected TVs. In fact, 11 million Australians have even viewed internet content on a TV screen. It’s an impressive number, and it proves that YouTube is the right platform for advertisers and agencies to reach audiences across multiple screens – mobile, desktop, and the Connected TV.
YouTube should be considered essential to the media plans of any business looking to increase investments for better results and long-term growth. With the right formats, insights, creative canvas and tools at hand, YouTube is designed to drive results in a brand-suitable environment. At this point, viewers see YouTube as essential. It’s time for brands to do the same. For more on how to start achieving real results for your business with YouTube, check out the dedicated Think with Google page.
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Nielsen Digital Media Ratings, Monthly Total, July ’21, P 18+, Digital (C/M), Video 0 seconds, Brand: YouTube, Unique Audience
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Source: YouTube Internal Data, Australia, March 2021
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Source: “Google/Talk Shoppe, AU, whyVideo post COVID-19 study, n=2004 A18-64 Genpop video users (55% for viewers of YT vs. 36% for viewers of other platforms), Genpop video users, other platforms include Netflix, Amazon Prime Video, Twitch, Disney+, YouTube Premium, Quibi, Stan, Binge, Apple TV+, Optus, Foxtel Now, Kayo, Instagram, Facebook, Snapchat, Twitter, TikTok, Free to Air TV, Catch Up TV, July 2020.”
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Commissioned Analytic Partners MMM Meta-Analysis, 2017-2020. Base: a list of studies selected and compiled by Analytic Partners, consisting of all available CPG studies completed in 2017-2020 that contain YouTube, TV,BVOD and Other Media Channel results. This list includes 36 Studies for New Zealand brands across all CPG Categories. Incremental Offline Retail Sales measured for TV represents average across all TV Broadcasters. ROI is Retail ROI is defined as Total Incremental Sales divided by Total Media Spend. The ROI numbers in the claim are spend-weighted averages across all studies for each channel.
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Commissioned Nielsen MMM Meta-Analysis, 2019-2020. Base: a list of studies selected and compiled by Nielsen, consisting of all available CPG studies completed in 2019-2020 that contain YouTube, Other Digital, and TV results. This list includes 50 studies across all CPG categories. Incremental offline retail sales measured for TV represents average across all TV broadcasters. Effectiveness is defined as total incremental sales per 1,000 impressions (in USD). Studies were excluded if either channel had CPM<$0.05 or CPM>$1500.
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Source: IAB Australia Nielsen Digital Enumeration Study March 2021 – May 2021 quarter ages 14+ n=3000 per quarter.
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good article
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