Everything can make money. If the audience has its eye on it, marketing has to put an ad there and, while many internet users complain of being devoid of a free-ad place, they also claim to be willing to give out their information to improve publicity in exchange of benefits like premium accesses or content which certainly sounds invasive, but the marketing methods work perfectly well.
Thinking about places the audience sets their eyes on today, the video monster that is Youtube comes to mind, as one of the most popular and visited sites by daily users the platform is popular for tutorials, series, funny videos, movies, musical videos and a little bit of everything, users agree these are contents in which they don’t mind ads, according to a recent study conducted by Ipsos proves that people pay 3 times more attention to ads presented online than in regular TV.
More Metrics, better optimization
Ads, as we know them, have some extensions like location, which means that if a person feels compelled by what’s presented in a 6 second bumper ad, they can know the exact location of the nearest store offering that product or service, even though this is very helpful at the conversion step, the data produced between ad visualizing, consideration and purchase were left hanging despite being very valuable data for marketing campaigns optimization.
With this blank on mind, the new extensions (still on beta phase) promise to give marketing people a much clearer vision of the moment in which the audience gets hooked with the content and decides to make the purchase.
Brand Lift
The new extension comes with a proposition: that the people who run the campaign, know how many people made the choice to purchase after watching an ad and know exactly how much it costs each hooked user, helping us to easily identify better the path of the consumer journey and which is the exact moment in which we lose them to make a better road and make for a cleaner, simpler and, most importantly, more satisfactory procedure, something that the consumer will be repeating the next time they see an ad of one of our products without much of a hassle.
Adding to these changes, Youtube is looking at the possibility of partnering with different analytics companies to also measure the offline impact the campaigns have on the audience, making the processes of tracing and optimization more precise, resulting in ads with better investments and better targeted to the on each service.
These days it’s essential to understand the consumer journey in order to optimize our campaigns with little to no intervention on channels, materials or communication that is not drawing the audiences in; keeping in mind that we might have an amazing message without the proper communication and vice versa, but if we have the right metrics, we can get to the users Top Of Mind
Sources
www.socialmediatoday.com
www.www.blog.google.com