How to drive meaningful results in the new era of video

Why brands are adopting AI for greater performance and efficiency [THE INTERSECTION OF MARKETING INSIGHTS AND VIDEO CULTURE] [YouTube Re:View] Meaningful connections drive meaningful results TLDR: Drive the results you care about on YouTube – no matter the goal - Maximize awareness by showing up alongside the universe of content and creators that viewers love - To drive consideration, embrace creator-driven platforms with deeply engaged viewers - Leverage Google AI to convert high-intent audiences at the right moment [Awareness Consideration Action] T H E I N S I G H T S Drive the results you care about The video landscape is changing, with 39% of consumers reporting they watch more creator content than they did a year ago; that’s nearly twice as much as studio-produced content (22%)1. That’s because creators offer endless ways to watch what you want, when you want. As the video landscape continues to evolve, brands are turning to AI-powered platforms, like YouTube, to keep up with the speed of viewership shifts and meet their marketing objectives. Boost reach and awareness by tapping into worlds of content Creator content offers viewers a chance to go deep with what they love. From official videos to surround-sound content, people want to be fully immersed in what matters most. This shift has caused audiences to not only consume content but engage and participate, creating a whole new universe of fan-generated content. As the second most-watched media distributor according to Nielsen2, YouTube is at the forefront of this new era of entertainment. From a short-form experience to connected TV – and everything in between – YouTube brings everything people want to watch all in one place. To maximize reach and awareness, consider AI-powered video reach campaigns or premium placements like mastheads and YouTube Select to scale your messages across audiences. Increase consideration by connecting with deeply engaged audiences Creators are today’s biggest hitmakers, offering viewers the most relevant, exciting, innovative content. On YouTube, viewers are especially leaned-in because of the genuine connections they have with creators and the communities they’ve fostered. When brands embrace creator-driven content, they tap into high-attention moments and a halo effect, as US viewers rank YouTube as the #1 platform for trustworthy creator content3. To drive consideration, adopt video view campaigns. This AI-powered solution shows your ad to the right person at the right time across multiple formats, enabling greater performance and efficiency. Video view campaigns drive 40% more views4 at 30% lower cost-per-view (CPV)5 compared to traditional in-stream CPV ads, on average. [YouTube drives higher long-term ROAS] Drive demand and conversions by tapping into the power of Google AI Adopting AI is a key strategy in [modern marketing](), so when brands choose YouTube, which is powered by Google AI, they have the opportunity to improve performance and drive tangible business outcomes. According to a custom MMM meta-analysis commissioned with Nielsen, YouTube drives higher long-term ROAS than TV, online video, and paid social on average.6 Unfortunately, brands still limit the value of creator-driven platforms to brand goals. To drive conversions, advertisers have to show up where and when [viewers are searching for information, inspiration, and recommendations](). With YouTube’s AI-powered solutions like Video action campaigns and Demand Gen, brands can find, engage, and convert high-intent consumers at those crucial moments during their journey. How was this edition? [Smile_terrible.png]() [Smile_bad.png]() [Smile_neutral (1).png]() [Smile_good.png]() [Smile_excellent.png]() Terrible Bad Neutral Good Excellent Has this been forwarded to you? [SUBSCRIBE TO RE:VIEW]() [YouTube]() [X]() [LinkedIn]() Sources 1 IAB/Talk Shoppe, United States, IAB Creator Economy Study study, n=400 Advertisers & n=2,001 Consumers; Surveys were in field September 19th to October 2nd, 2023 (Advertiser) & September 15th to September 29th, 2023 (Consumer). 2 Nielsen Media Distributor Gauge Report, US, April 2024 3 Google/Kantar, WhyVideo, n=1035 YouTube viewers, n=2177 weekly video viewers 18-64 (US), fielded from (1/17/24-2/7/24). Competitive set includes 9 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Max, Facebook, Instagram, TikTok, Snapchat 4 Google Data, Global, Product Performance, VVC vs TrueView in-stream h2h tests conducted in Apr-Aug 2023 5 Google Data, Global, Product Performance, VVC vs TrueView in-stream h2h tests conducted in Jan-Feb 2023 6 YouTube vs TV (1.89x); YouTube vs other online video (2.1x); YouTube vs Paid Social (2.3x); Equity-to-Sales MMM Meta Analysis commissioned by Google, covering a 2-year measurement period of 20 CPG brands from across the 2021-2023 timeframe. "Long-term ROAS" is defined as impact of each marketing channel in driving brand equity & this brand equity's impact in driving sales, relative to the marketing channel's media spend This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. 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