Brands, sellers and retailers increasingly rely on YouTube to reach their target audience, and there is nothing in particular: if we take into account that 90% of Internet users watch video online, that many young people enter YouTube on a daily basis, or that every minute 400 hours of video are uploaded to the platform, this increase in investment by brands is not surprising. But in addition, merchants are prioritizing a specific format: YouTube TrueView ads, that is, those that give the viewer options, either skipping the pre-roll ads after 5 seconds, choosing the ad they want to see (between videos or in search results ) or appearing on the display for related videos. That is, formats that allow the advertiser to pay only when the consumer has actually carried out an action and has interacted, in some way, with the spot.
A Pixability study, reviewed by Digiday, has analyzed YouTube spending of the top 100 retailers, and among all of them, spending on TrueView ads has increased compared to last year. And not a little precisely: for the last quarter of 2015 merchants will have spent 200% more compared to 2014, and only during this year there was an increase of 77% between the second and third quarters.
Pixability’s predictions for this quarter are for TrueView ad spending by these top retailers to reach $ 41 million, with brands like Walmart leading the investment (they alone will spend $ 17 million). Although in general, the Mexico phone number list sector that is spending the most on these ads is online stores, with the giant Amazon as the best representative (its spending will be 10 million). It should be borne in mind that while investment in this type of advertising formats that requires user interaction increases, controversy has arisen over the presence of robots among the “viewers” of the social platform.
Thus, a study of several European universities would have revealed that the firm is not capable of correctly detecting whether YouTube ads are seen, or not, by real people, and would be charging advertisers for viewings made by robots. In that sense, it seems a good idea to allocate a larger budget to ads where the user must click to see an ad.
YouTube, for its part, is trying to give more prominence to its ad format with purchase buttons, that is, in which you can click to directly buy the products that are advertised. From Google they explain that “every day, people turn to YouTube to help them buy. They seek advice, inspiration or product reviews. What we want is to make the shopping experience better for everyone.”
However, among consumers that shopping through social platforms has not yet taken hold (although a survey by City Retail had revealed that 60% of consumers are open to the idea of social commerce, and that 25% thought of YouTube as the main driver of shopping inspiration.) On the other hand, it must be taken into account that the videos of retailers that have achieved the highest engagement rates this year are not products shown from a functional point of view, they were pure and simple entertainment.