YouTube is taking the world by storm… and South Africa is included in this ‘online revolution’ Are you aware? Countries with local YouTube Domains Source: comScoreMediaMetrix, January 2010 3
Growth in Search Queries on Youtube.co.za 4
5 Light TV viewers are Online, so reach them through YouTube.co.za Daily Reach of light TV viewers (less than 16hrs of TV per week) Breakfast Daytime Coffee Pre Peak Early Peak Late Peak Post Peak Daily reach in % Online TV Time of Day Source: YouTube Media Consumption Study , Light TV Viewers = 0-16 hrs TV per week, n=213
Online viewingis a reality in South Africa YouTube is the second most used search engine worldwide after Google Search There are 60+ million page views on YouTube.co.za every month Source: Google Internal Data (Global) January 2010 worldwide 6
YouTube's demographic is broad ¾ of YouTube viewers are older than 25 35% of YouTube viewers are older than 45
YouTube ispartofyoursocialconversation More than 400 tweets per minute contain a YouTube link, and over 150 yearsworth of YouTube video is watched on Facebook every day! Replace with Client relevant Source: YouTube Blog, January 2011, global 8
Engage via YouTube.co.za Create your channel Capture your audience throughout their journey Discover Watch Engage Enter Promoted Video HomepagePromoted Videos Channel Search PagePromoted VideosMPU Watch PagePre RollInVideoMPU 80% visitors use search 81% of users spend their time viewing 9
10 What should the strategy be for advertising on YouTube?
The suggested strategy is to take a more generic approach with regards to category and interest selection.
Site exclusions can be used to make sure your brand doesn’t appear where you do not want to.
You could follow a two-phased approach:
1) Create the Brand Channel and advertise on YouTube to raise awareness 2) Advertise on broader GDN to reach more users