Living in a digital consuming society has helped people gauge how things are successful. For example, YouTube, it used to be the more views a video received the better. Recently, YouTube has adjusted the mechanics of the site and has noticed something occurring- less views.
According to AdvertisingAge, the website has dropped 28% of views since December. The reason behind this drop is that YouTube is attempting to transition from views to engagement. Meaning, they want viewers to spend more time engaged in longer format and quality videos and spend less time clicking around and bouncing out of the site.
Switching directions appears to be working in that the minutes viewers spend watching content has grown about 57% from last year to more than 61 billion minutes in March. Also, the average video length view has increased from one minute to four.
What does this mean for advertisers? This could be a very good change in that a more engaged audience in the content may be more accepting of brand messaging. With longer format videos, it allows YouTube to insert video ads prior to content launching or in the middle like a broadcast commercial break.
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