Video has always been a valuable advertising channel, but it’s become even more so with the recent influx of statewide stay-at-home orders. People are turning to video as their primary entertainment source. In fact, according to Nielsen, when consumers are forced to stay at home, they watch up to 60% more content online.
Through data compiled on the Netsertive platform, we’ve observed that consumers are not only spending more time online, they’re watching more video ads—and watching them to completion.
This surge in viewership signals a dynamic opportunity for advertisers to cost-effectively engage with consumers through advertising on YouTube. In fact, we’ve seen some pretty compelling insights from our platform over the last 60 days:
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Not only are people spending more time on different online platforms, they are actually engaging more while using them since attention isn’t being pulled elsewhere. Advertisers can take advantage of this by advertising where their users are spending more time, with less competition, on YouTube.
This can be a huge opportunity for brands and other businesses to get in front of a large audience and make their ad spend go farther.
Now is the time to shift gears by better targeting your video advertising to reach these consumers where it counts. If you have a large video asset library—or work with a provider who can turn one around for you—it’s time to get moving. Here are two ways to adjust your video advertising strategy:
With so many consumers shifting the way they take in online content, brands have a great opportunity to stay top-of-mind with key audiences as they wait for them to rejoin the market. By keeping your brand front and center for qualified consumers, you’ll position yourself positively so that potential consumers think of you when they’re ready to spend again.
In addition, advertisers should consider reevaluating their strategy from what was running pre-COVID. This is a great time to build brand awareness and reach new customers with tactics like topical targeting and affinity audiences:
Advertisers can use this time to build awareness and build up a great retargeting list that they can market to once things start to get back to normal.
When it comes to your campaign retargeting, there are a couple of different tactics you can implement to better reach qualified customers. It all depends on how your website is set up and what pages you’re sending traffic to via your ads. Here are a few examples of what you can do to retarget potential customers:
Refining your ads right now, as you make weekly or daily changes to your business, can help increase performance and impact.
While these are great strategies to implement right now, they don’t have to wait! In fact, our team is currently working with businesses to enact these retargeting strategies to help bring in new and returning customers. As long as you have messaging in place, we can help you distribute effective ads across every valuable channel.
If you have special promotions or deals going on, let us know! We’ll help you update your ads and retarget appropriately to bring in new business and keep your pipeline strong throughout the pandemic.
By taking advantage of YouTube’s advertising, advertisers can prime themselves for a comeback once the market reopens. You’ll have a warm audience to continue retargeting and drive to your location, and you’ll keep yourself top of mind for when they’re ready to spend.
Have a question about how to adjust your video advertising? Reach out to our team for a free consultation.
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