For some time, online marketers have typically thought of YouTube as an “awareness driver.” That means, in their minds, that it’s more effective at helping customers learn about products and services versus actually closing the sale. That in turn means it’s still important in the purchase process.
But, new data from Google suggests YouTube may not only be helpful for awareness, but may help boost purchase intent too.
YouTube’s TrueView Does Drive Purchasing Behavior
Do you know what TrueView is? It gives video viewers the option to skip an advertisement after 5 seconds. It also offers four different kinds of ads:
According to Google, these “TrueView” ads, which give users the power of choice, resulted in their consideration being 45% higher, favorability of 14% higher, and purchase intent 19% higher than a control group with no power of choice.
Creative Choices Google Advises You Make to Get the Best ROI from Your Videos
Video does have a science to it. That science is evolving, so don’t consider anything set in stone. But as of now, Google advises this much for sure:
Should you use video in your digital marketing strategy? You’ll have to be the judge of that.
However, it beats television when analyzed just about any way. In fact, the average return on ad spend for YouTube TrueView is about seven times that of TV.
For now, we’ll leave you with that fascinating statistic to consider.