Who can make the best of YouTube ads?
With the technological advancements achieved in the past years, digital platforms have created many tools to help brands perform successful marketing campaigns. “YouTube ads” is one of these leading platforms, but would it be the best choice for all brands? I think that small businesses can leverage from this platform to the maximum to build their audiences and target their customers, not only based on demographics, but also using data about users’ interests, watch habits, and preferences.
YouTube is the world’s second-largest search engine with more than 3 billion users who relate to different age groups and interests (Wagner). “YouTube ads” is also ideal for small businesses because it costs less compared to TV, and small businesses can use different tools to grow, such as the platform’s latest initiative, which helps beginners to create simple and low budget videos. (Perez)
On the other hand, things don’t look the same for giant brands who might face many risks that could affect their reputation. In 2017, YouTube lost millions of dollars when many global brands such as Pepsi, Walmart, Johnson & Johnson, and others pulled different ads from the platform after ads were appearing next to videos promoting extremist views, hate speech, racism, and child exploitation. All these issues can be simply avoided when brands depend more on TV advertising campaigns which are usually more censored in terms of content and broadcast time. (Solon)
Also, YouTube is a great platform to target different types of audiences but TV is still a better place for giants to achieve long-term reach and brand awareness. TV campaigns can leave a great emotional impact which will stay in the audience's memory for years. As a result, this will have a positive impact on the sales and build brand identity across generations for years to come. (David Weibel1). TV or other traditional media platforms might not achieve a short-term effect for giant businesses, but it will mostly succeed to maintain brands’ spirits for a long time.
To sum up, YouTube ads is defiantly a great marketing tool, but a brand should do the needed research before allocating money to digital or traditional media, or maybe a combination of both, to achieve the best growth and profit possible on both long and short- terms!
David Weibel1, 2,3*, Roman di Francesco2, Roland Kopf4, Samuel Fahrni4, Adrian Brunner1, Philipp Kronenberg2, Janek S. Lobmaier1, Thomas P. Reber3,5, Fred W. Mast1 and Bartholomäus Wissmath2,3. “TV vs. YouTube: TV Advertisements Capture More Visual Attention, Create More Positive Emotions and Have a Stronger Impact on Implicit Long-Term Memory.” Frontiers (2019): 9–9. PDF Document.
Perez, Sarah. https://techcrunch.com/2020/04/14/youtube-launches-a-free-diy-tool-for-businesses-in-need-of-short-video-ads/. 14 April 2020.
Solon,Olivia.https://www.theguardian.com/technology/2017/mar/25/google-youtube-advertising-extremist-content-att-verizon. 15 March 2017. Web page.
Wagner, Adam. “Are You Maximizing The Use Of Video In Your Content Marketing Strategy?” Forbes 15 May 2017.