Over the past year the number of YouTube advertisers has increased by 40 percent, while top advertisers have increased their ad spend by 60 percent.
That’s according to a new study which reviewed how YouTube is used by the world’s top 100 brands. Commissioned by YouTube and conducted by video marketing firm Pixability, the report found top brands creating more original content specifically for YouTube. Interestingly, 10 percent of brand videos posted in the last year were over 10 minutes long.
The report found that the top 100 brands collectively upload a video to YouTube every 18.5 minutes. Their videos have earned 90 million likes (and 8.9 million dislikes), with 18 billion views in the past year.
Additionally, Google reports that YouTube channel subscribers have increased by 47 percent over the past year, while advertising revenue grew by 11 percent.
Why should you care?
YouTube faces growing competition from Facebook and other platforms but brands will be interested in Toyota USA’s Dionne Colvin-Lovely’s comments. Reporting on the Pixability study, Adweek magazine quoted Colvin-Lovely as saying that YouTube has “an unparalleled ability to reach a variety of demographics”. She added that it “offers great metrics to see if the content is resonating with the intended audience.”
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Jeremy and Mark are two of the partners behind SureFire Search. Despite their deceptively youthful appearances, both have worked in search marketing for many years. To put that in context, Google didn't even exist when Jeremy started.