YouTube ads drive way more searches per impression than television ads
Despite the fact that it faces growing competition from Facebook, Instagram and Snapchat, Google-owned YouTube is still one of the most popular online video destinations, and the company is increasingly making a play for ad budgets that have historically been dedicated to television.
At the Advertising Week conference this week, Google will be trying to persuade advertisers that it deserves some of the dollars that are dedicated those budgets.
Among the ammunition Google is using to make the argument is the fact that, according to Google data from initial tests, “YouTube generate[s] almost two times the searches per impression than TV generates.”
To help advertisers compare the efficacy of their YouTube ads to their television ads, Google is debuting an updated version of its Brand Lift solution, which “measures the moments that matter—from initial impression to final conversion—with the metrics that matter, like brand awareness, ad recall, and consideration.”
Using the new functionality present in Brand Lift, agency VaynerMedia, for instance, was able to determine that YouTube ads for the CNBC show West Texas Investors Club drove five times more searches per impression than its television ads and produced twice as many searches per dollar spent.
At Advertising Week, Google is also unveiling a number of other new features that are designed to give advertisers better tools for reaching consumers and measuring the impact those ads are having. These new features include:
According to Brad Bender, Google’s VP of display and video advertising, “the loop is now officially closed.” If the search giant can convince advertisers of that, and prove that digital ads are offering more bang for the buck, it could see some of those television dollars shift to digital.