Few people are tuning in to watch '60-style variety shows on TV these days — and just as few people are tuning in to watch your ads.
Smart marketers are reexamining the role of TV in the digital age and making relevant budget modifications.
By blending YouTube trends and new viewing behaviors, marketers are learning new ways to draw the right customers into the customer experience funnel.
Is TV Passé?
More and more people are watching YouTube videos in lieu of primetime television. The shift comes from a number of drivers.
The first — content — is the most visible. YouTube content attracts people because of its variety, such as user mash-ups of memorable scenes, old TV programs and movie trailers from major movie studios.
The budding interest has lead to various original programs from YouTubers — personalities who entertain online.
YouTubers have drawn and continue to hold the attention of the coveted 18-to-34 year old audience. In fact, a survey in Variety concluded that YouTube stars are more popular among US teens than TV personalities.
Moreover, media industry standards are acknowledging the value of YouTube views.
Billboard, the music recording sales chart magazine, added YouTube views into its Top 100 music charts back in 2013 to incorporate music acts that have garnered high numbers of views. This lends credibility to views as a reach metric.
Another driver is the cord-cutting movement, which entices viewers to purchase custom digital programming packages instead of extensive cable or satellite TV packages that include numerous channels they never watch. By 2018, eMarketer reports, 26 percent of US households will be off the cable and satellite TV grid. While cable and satellite providers will steadily lose customers through 2019, more American households will subscribe to TV packages provided by telecom providers such as Verizon and AT&T.
comScore confirms that trend in a recent survey, noting the over the past two years mobile apps contributed 77 percent of the increase in time spent. The same survey notes YouTube as the top entertainment app, second only to Facebook in volume.
These viewer preferences offer analytics opportunities that make a TV and YouTube strategy worthwhile.
TV advertising alone remains highly effective for building awareness, but it suffers a key drawback in providing no guaranteed path of understanding engagement.
And that lack of path is causing marketers angst. How can they attract the attention of young adults in the 18- to 35-year-old market? These viewers have grown up with computers. And they expect video and screens they can access anywhere.
Marketing strategies must include the media that highlights that broad access.
Marketers should extend the effectiveness of television advertising by planning YouTube strategy alongside it.
This creates a better engagement for intended customer segments and can drive multichannel measurement strategy. Google already noted that a combination of TV and YouTube exposure has more reach and engagement among millennials than just TV advertising alone.
Benefits of a Blended Marketing Strategy
A number of other benefits arise with a blended YouTube and TV marketing strategy.
A way to reach mobile customers: More than half of YouTube viewers are accessing YouTube videos on their smartphones according to Google, while comScore noted YouTube as among the top five mobile apps. This means planning a YouTube strategy can be a backdoor approach to strengthening a mobile presence.
Gain a dedicated audience for video ads exposure: Whether an unknown name or a well-known artist makes the program, many webisodes have gained a distinct audience demographic, the potential customers marketers want. This means ads can be placed with relevant content, making messages more natural rather than an intrusion in the mobile experience.
A means to measure device-to-device usage: Google already provides an integration protocol for its Analytics solution. On top of that is cross device attribution ability through the Google Analytics Measurement Protocol. Through it marketers can better understand viewers who migrate between a tablet and a desktop to see a YouTube video, which is possible given viewers keep a tablet or smartphone while watching TV.
YouTube highlights a number of digital marketing planning opportunities for blending social media and TV metrics.
That potential along with its current scale will keep YouTube ahead of stiff video ad competition from video providers like Vimeo and social media platforms like Instagram and Twitter.
Facebook, in fact, offers differing audience demands that can nuance a comprehensive video strategy.
How can your TV and online video marketing optimize customer experiences? Simple. Match customer experiences to the evolving entertainment landscape.