Lisa Gevelber, the VP of Americas Marketing at Google, wrote a report entitled: “WP Tweet Machine 2.0 Review ,” The important data and plan insights in her report gave me a colossus whack on the side of my head. I suddenly realized that video advertisers – and video marketers may not be targeting the right customer. So, let me start by sharing why starting with user intent can help you achieve more of the right people than demographics alone – uniquely if customers are mobile buyers.
Lisa Gevelber says, “When someone has a need or want, they turn to their smart phone for help – whether it is a karate newbie watching an expert do a move on YouTube or a mom looking for the good deal on a pair of sneakers. When a need arises, people turn to search & YouTube to look for discover new things, answers, and make decisions.” Then, she shares the findings of 2 different researches to back up her thought provoking point of view.
Ads Missing Out on Their Potential Audience
The first is a testing of mobile search & video behavior by Millward Brown Digital, which was guided in U.S. from January to July 2015. It states that only 30% of mobile searchers for video games are men ages 18 to 35 – so ads are missing 69% of their potential customer who engage with the applicable YouTube content if they only aim that demographic.
The video game market is not the exception to the rule. Lisa Gevelber shares some more data from the “Mobile Purchasers and Influencers Report” by Google/Ipsos MediaCT, which was organized. This research found that 41% of baby product customers actually live in homes without children. And their #1 way of finding out about these baby & children creation is via a search engine – whether that’s Google or YouTube.
But wait, there is more. In the middle of Gevelber’s report is an infographic that shows other case of potential audiences you might be missing. For instance, 56% of sporting goods searchers on mobile are women, and 69% of body care and skin influencers in the past seven months were men.
Consumer Concentrated Beats Consumer Identity
But, B2C marketers are not the only ones who can connect intent. In another article, “The Changing Face of B2B Marketing,” which was put out Think with Google in April 2015, was the following surprising findings:
- Nearly half of all B2Bstudies are millennials.
- B2B studies who are not in the c-suite influence purchase decisions.
- 71% of B2B studies start their research with a generic search.
- Mobile usage is intensifying; B2B studies are using it throughout their entire path.
In addition, 71% of B2B researchers and buyers are viewing videos throughout their path to purchase. That is a 52% jump in only 2 years. And it is not light viewing. According to U.S. YouTube data, over 896,000 times of some of the top B2B videos from brands name were viewed in 2014. Nearly half of these studies are viewing 35 minutes or more of B2B-related videos during their study process, almost one in five watch over an hour of content.
Targeted Videos Advertising: Getting it Right
So, what should video advertisers – and video marketers – do with this critical data and these plan insights?
For beginners, you can fill in the gaping hole in YouTube Creator Playbook for Brands. It includes a lot of helpful information for building a content strategy, creating great content, scheduling your content, enhancing your content, amplifying with social, promoting your content, and measuring your results. But there is not a section on segmenting, identifying, or targeting the right customers. Well, there was a short-lived effort back in March 2013 to provide five tailored Playbook Guides – for education nonprofits, music, media companies, and sports. But these appear to have disappeared.
In addition, it is time to take a second look at all the different solutions that are available for targeting video advertisements beyond demographic teams. For instance, True View video ads can run across 91% of the Internet. According to com Score, the Google Display Network achieves over 91% of Internet customers worldwide through 3 million sites, including YouTube. By targeting your True View video ads, you can have consumers at the exact moment they’re searching for your service or product. Marketers can choose their customers by keywords, interests, topics, as well as video remarketing like via features.
In conclusion, I think Gevelber provided video marketers – video advertisers – with lots of critical data as well as some plan insights. I agree with her that seeing intent is the best way to meet user in the moments that matter. What we need is a just tad more tactical advice in different business as well as in B2B markets.