Youtube views skyrocket led by mobile as platform pushes for media buyers attention

Viewing time on Youtube by Australian audiences has jumped by 40% over the past year, it was revealed at Brandcast upfronts.

jason-pellegrinoThe power of the Google-owned property saw mobile viewing time lift by 55% as audiences grew more accustomed to watching video on the run.

More than 50% of all Youtube viewing time is now on mobile, according to the figures.

The brand said its influence with consumers was continuing to grow with 72% of people saying they watched a Youtube video at least weekly, while 70% said it was now their preferred video viewing platform.

Youtube rolled out brands including Disney, Telstra and the AFL to drive home its message during the upfronts presentation, with Jason Pellegrino, managing director of Google Australia and New Zealand, saying the platform was drawing strong figures across a broad band of demographics.

Pellegrino said Youtube was now reaching 81% of high-income earners, 73% of main grocery buyers and 73% of light TV viewers.

The MD made a strong pitch to advertisers to move more of their budgets into Youtube, saying that an ad on TV and then Youtube was more effective than an ad run twice on TV.

“In today’s media landscape, we believe no one platform or channel can capture all audiences, all the time,” Pellegrino said.YouTube logo

“Rather than thinking ‘either, or’, we know that these platforms are complementary. We reach millions of Australians each day, but more importantly Youtube is home to the audiences that your brand is looking to reach – whether they are high income earners, household decision makers or people you can’t reach on TV alone.

“They are watching the content they love, seamlessly on the screen that they choose, on Youtube.

“We know that it matters whether viewers watch your ad, how much of the ad they watch, and that it’s reaching the right audience. Viewability on YouTube is 93 per cent and well beyond the industry benchmark.

“We conducted marketing mix modelling with MarketShare for six categories across 38 brands, with consistent results,” the company said.

“Advertisers can grow sales more efficiently by increasing Youtube investment in their media plans. Media optimisation results in an increase in marketing ­driven revenue of between 3% and 36% across the six categories (38 brands) studied.”

The Brandcast event featured a showcase of content providers including My Cupcake Addiction’s Elise Strachan, Casey Neistat and Marty and Moog from Mighty Car Mods.

Other presenters included AFL CEO Gil McLachlan, and the AFL’s kids market development and innovation lead Kylie Robertson, Telstra’s group executive media and CMO Joe Pard and Disney’s managing director Kylie Watson-Wheeler.


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