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.
Be sure to visit Ruth Burke &
Associates’ blog to find the latest in media news and receive helpful tips to
make your advertising campaign successful...
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