Live TV Loses its Grip on Audiences
The old ways of Television advertising have become a part of history. Primetime ad spots on traditional broadcast or live television used to be the way to place your ad in front of a massive audience. With this method, companies spent humongous budgets on serving their ad in front of a viewership where only a small percentage of them were their ideal customer. It’s no mystery why youtube now reaches more audiences than TV.
Live TV and broadcast television is losing its grip on audiences. More users are opting to watch their favorite video content on Smart TVs, computers and mobile devices, whatever hour of the day is most convenient for them. Traditional TV ads must be run at higher frequencies and higher costs to meet conventional advertiser targets for gross rating points (GRP). It’s no question that traditional TV advertising is no longer the most cost-effective way to communicate the value of a company’s offer.
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Today, advertisers can serve their ads over connected devices and choose to allocate ad budgets to highly targeted viewers that the company knows will be an ideal customer. The tools and resources are at digital marketers’ disposal to achieve much higher ROIs on their ad campaigns. It is all about getting their message in front of the right audience.
YouTube Reaches the Audiences that TV Doesn’t
The global reach of YouTube’s diverse audiences gives advertisers a wider audience with more specific viewing preferences.
You can compare TV reach against digital video reach with the Nielsen Total Ad Ratings (TAR) studies. This comparison has shown that brands can drive substantial incremental reach on YouTube through industries and demographics targeting. Marketers aiming to target three separate markets said the Nielsen TAR findings have helped them transform their video strategy.
YouTube’s success in targeting Gen Z and millennial viewers have had dramatic results for a lot of brands. In Think with Google’s report, Total Ad Ratings Reveal What YouTube Misses, they state that in a Hershey’s campaign, YouTube provided 10x the reach of TV.
As core viewers continue to migrate to cord cutting, and 3 out of every 5 people will not have been reached with TV, ad strategies need to adapt to where their audiences are watching video content.
Find your Audience on YouTube
YouTube is the world’s second largest search engine with over 2 billion viewers. Viewers go to YouTube to watch their favorite video content. Advertisers can harness its targeting power to get the highest ROI on their ad campaigns.
Go here if you want to learn how to Get Started with YouTube Ads.
If you would like to learn how to find where your ideal audience is watching their favorite YouTube content and easily deploy your ads to laser-targeted channels, visit us at TubeSift.com.
As always you can get free ads training, industry news, and YouTube advertising case studies on The TubeSift Blog.
- Getting Started with YouTube Ads from the TubeSift Blog
- Total Ad Ratings reveal YouTube reaches what TV misses from Think with Google
- Nielsen Total Audience from Nielsen Global Media