YouTube brings back the big screen with connected TV: YouTube Brandcast
At last night’s YouTube Brandcast event held at Carriageworks, YouTube revealed that Connected TV is its fastest growing screen in Australia.
With reference to YouTube’s own data, Brandcast revealed that more than 11 million Aussies streaming YouTube through a connected TV screen in May alone, and more than 60% of connected TV YouTube viewing is 21 minutes or longer.
Mel Silva, managing director of Google Australia
The event also referenced research conducted by Kantar, Eye Square and Google in Australia, which showed YouTube ads were more engaged with more than ads on other channels, with 10% more ‘eyes on screen’ than compared to catch up TV, and 15% more than free-to-air. In addition, according to research by Google and Ipsos, 60% of Australian YouTube viewers say that YouTube helps them decide what to purchase.
In her opening address, managing director of Google Australia, Melanie Silva, said that people now had more choice than ever about what to what ad where to watch it, and for many, YouTube was the platform of choice.
“We’re talking big audiences —17 million Australian and 3.5 million New Zealand adults in May this year.
“And those audiences are consuming content on every screen – desktop, mobile, and increasingly the biggest screen in the house,” said Silva.
Ash Chang, culture and trends lead from YouTube APAC
Attendees also heard how YouTube was helping brands to successfully achieve both ‘long’ and ‘short’ term objectives, in a segment hosted by founder and professor of Mini MBA, Mark Ritson.
The segment looked at the case study of Australian visual communications platform Canva, which had traditionally been a performance based advertiser. Canva wanted to build brand awareness in several key markets, so turned to YouTube. Its campaign focused on their product, with a voiceover explaining how Canva “helps you design anything”. As a result, Canva saw an increase of 21 percent in sign ups, 11 percent brand searches, 7 percent brand awareness, and a one to one return on YouTube investment.
Culture and trends lead for YouTube APAC, Ashley Chang, said the diversity and quality of content on YouTube made it a compelling place for audiences.
“YouTube has an unparalleled mix of breadth and depth that is represented on every format and screen imaginable. It also features creators who are passionate, credible and authentic – and the value that people get from their videos is vast.”
The platform last year launched new ad formats to make the most of CTV audience growth, and has recently also launched a CTV frequency management solution in Display and Video 360 that allows advertisers to control the number of times people see their ads across YouTube and other CTV apps. The solution will support improved frequency management standards in the future, rolling out in Australia and New Zealand on Display and Video 360 later in the year.
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