Will Youtube Surpass TV?
Many have questioned whether YouTube will replace television in terms of visual media consumption behavior. YouTube has changed certainly effected TV and gave a unique character to videos, but is it going to dominate in the future? According to Google, the advertising potential of YouTube is underrated, but this is going to change soon.
Google recently conducted an extensive research concluding that the ROI generated by YouTube campaigns is higher than that of traditional TV campaigns. This report, which was unveiled at the Advertising Week Europe Festival, suggests that advertisers should increase the budget they spend on YouTube ads by 6 times!
The survey was conducted with the participation of respected Google Partners such as BrandScience, Data2Decisions, GfK, Kantar Worldpanel, MarketingScan and MarketShare, using a range of reliable methodologies to interpret the correlation between media exposure and offline sales.
80% of the cases support the assertion that Youtube is a more effective visual medium than TV. Thinkbox, the TV marketing body which has ITV, Channel 4 and Sky as members, claimed that the true value of TV advertising is not just its return on investment (ROI) but its power to build brands better than anything else, since it is not focused on user-generated content and addresses a wider audience.
On the other hand, we could claim, that YouTube also builds brand awareness, as the audience that sees a particular ad might be more focused on the video and recall the brand later. As people turn to digital media anyway and the use of smart TVs increases, the role of YouTube in the media mix will become more important.
ZIGT Media Agency