Benefits of YouTube as a Marketing Tool

Since Google has purchased YouTube, there is now more opportunity to get your videos noticed.

Last week I was invited to a Google Partners meeting in downtown Phoenix.  Google continues to fine tune their Trueview for Action to help capture more leads based on consumer patterns:

Intent

Attention

Action

This service allows marketers to target audiences rather than keywords (much like Facebook).  Google AdWords will allow marketers to use Consumer Patterns & Life Events to create Intent Audiences and Remarketing.

Although these are smaller groups, they tend to be closer to the end of the sales funnel at the purchasing decision.  According to Google Support:

Like other important milestones, life events are infrequent, and as a result may reach smaller audiences compared to affinities. However, since life events may correspond with many related purchasing decisions, they’re often larger than in-market categories which correspond with a single purchasing decision. For example, someone who’s about to move will likely buy new furniture, moving services, mortgages, and other moving related items during the months of their move.

The total number of people who use YouTube – 1,300,000,000. 300 hours of video are uploaded toYouTube every minute! Almost 5 billion videos are watched on Youtube every single day. In an average month, 8 out of 10 18-49 year-olds watch YouTube.  

Youtube Statistics - 2018 - FortuneLords.com

The benefit for marketers is they are charged unless a viewer watches a video for at least 30 seconds.  At the same time, the marketer can include call to action offers that could actually pull the viewer away sooner than 30 seconds.

Trueview for Action is definitely on our radar to explore more in the future as it becomes more refined.