Every brand knows the most effective and elusive marketing technique is word-of- mouth. But it’s hard to generate. A brand can spend years building a powerful campaign (if they ever get there at all), devoting countless hours and dollars to finding the platform that delivers a positive ROI and, with luck, some word-of-mouth icing on top.
On YouTube, word-of-mouth marketing is commonly referred to as an earned view—and you might be surprised to learn the best way to create it.
YouTube content ads drive earned views
It may sound counterintuitive, but one of the easiest ways to jumpstart earned viewership on YouTube is through TrueView pre-roll ads. By targeting a specific demographic with your content, you increase the likelihood that the person viewing your ad will find it relevant and share with their friends. In fact, Google reports that the top 10 video ads on YouTube in 2013 drove an astounding three additional earned views for every paid view. That’s true bang for your buck.
TrueView drives behavior beyond the ad itself
Your ad’s influence doesn’t stop after its 30-second run time: TrueView has proven to be one of the “stickiest” ad units in online video. In 13 test campaigns that Google ran, TrueView ads were three times more likely to drive a relevant search on YouTube and generated a staggering 74% lift in visitors to the advertisers’ websites. Moreover, 87% of test campaigns demonstrated significant ad recall lift compared to control groups. How does that compare to your most recent online campaign?
When TrueView is compared against similar ad units across other digital outlets, it’s clear that the global leader in online video also knows a thing or two about video advertising. The surprising part is that TrueView not only reaches your audience—it also knows how to make them stick around.
If you’re a brand looking to learn more about how our creative, insights, and client service help you get the most out of YouTube and TrueView ads, please contact Fullscreen’s Channel+ team today.
Follow Ross Coelet on Twitter at @RossCoeletFS.