Unfortunately the ad didn't make it to the top 10 ads of 2015 on YouTube because it had a lot more views on Facebook and "only" about 25 million on YouTube.)
Youtube Ads in India
According to one report the top 10 Indian ads on YouTube in 2016 have clocked a breathtaking 400,000 hours of watchtime between January and June 2016. Around 60% of this viewing was on mobile phones, Google said in a statement announcing its “YouTube Ads Leaderboard” for India. Unfortunately I am not sure I have the number for how many hours were spent watching television ads, so it is difficult to compare.
And the top Indian ad was Bajaj V motorcycle at 3.6 million views. ( Incidentally the #RanveerChingReturns ad ( see my evaluation of the ad on Linkedin ) has already beaten that record in a few days in August 2016 by crossing 4 million views in just a few days.)
Google Attacks TV
Saying Youtube ads generate a better return on investment most of the time, earlier this year Google once again targeted TV advertising budgets by saying YouTube ads generate a better return on investment than TV commercials most of the time.
Google conducted a meta-analysis of 56 case studies from brands within six different types of industries, across eight countries in Europe between 2013 and 2016, as well as its own research.
Google concluded, in the European study published in April 2016 to coincide with Advertising Week London, that at current spend levels, "YouTube delivers a higher return on investment than TV in 77% of studies." It is difficult to judge that statement as a superb way of selling Youtube and unselling TV, or if it is actual truth.
The other view is that the challenges for YouTube to attract greater investment are typically skippability and scalability. YouTube's skippable ad model has an obvious impact on how much advertising is actually seen.
The counter argument seems to be that if brands increased their spend on YouTube, they would see their ROI fall, given YouTube's challenges as a medium. The assumption here is that the majority of YouTube viewing is by a relatively small group of heavy users (80% of viewing is by 20% of viewers). Also the fact that a majority of YouTube viewing is a long tail of user-generated content.
But unfortunately TV Channels as an industry don't seem to be coming together as a group to take the Youtube challenge in any organised way, leaving Google to make random attacks on them as a a medium.
In the meantime, the creative ad agencies are having a field day. They have converted their skills of creating the 30 second spot to making 5 minute videos for YouTube. For agencies it has been a breath of fresh air. The 30 second spot since time immemorial has been a stick in the mud for advertising agencies, severely limiting both their creativity and their enthusiasm.
Chat
Comments