More Bang for Your Buck
You Tube changed the online landscape for video.
Created in 2005 in the same month as Mendip Media, You Tube absolutely smashed the boundaries of what was possible in video distribution and helped to break the monopolised world of TV broadcast.
From the start, You Tube was focussed on nothing but video. Mendip Media salutes the single minded commitment to a format that has subsequently come to dominate the digital space.
You Tube was the first wave of social media channels, and perhaps of the all networks it has been the most undervalued, unsung and influential platform in creating the global Internet and mobile digital space we have today.
Like all early disrupters, You Tube is now being disrupted by native platforms that don’t want embedded video from an outside source but want users to upload directly to their network and stay in the space.
The fight is on, but with Google’s backing You Tube is well placed to put up stiff resistance to the new kids on the block like Instagram, Snapchat and Vine.
A newly published 5-year study on the effectiveness of return on investment (ROI) between online video and TV adverts claims that online video ad units deliver up to 50% more return than TV ads. And that You Tube in particular is shown to be the pre-eminent platform in terms of delivering real influence for advertising spend.
Given the explosion of interest in digital video, with increased uploading and viewing across the globe, especially on mobile, it’s not surprising that advertisers are following the eyeballs.
According to the report’s publisher Paul Dyson from Data2Decisions, “in the optimised media budgets [of advertisers] between fiver per cent and 25 per cent of the total AV budget should be invested in You Tube”
There has never been a more exciting time to be involved with producing video because the market is expanding so quickly.
However, as repeated studies show, there is a lag between overstretched marketing teams catching up with the rapid changes in where their customers are going to seek out video content. This lag is creating anxiety and indecision about how to formulate and spend media budgets.
But it won’t take long before more advertisers become committed content publishers with sizeable budgets switching from expensive TV content creation and media buying to strategizing, shaping and distributing online video content at scale.