For some time, online marketers typically thought of YouTube as an “awareness driver”: meaning in their minds, the platform is more effective at helping customers learn about products and services than actually closing a sale. Nevertheless, this implies it’s still an important cog in the purchase process.
Subsequent Google data suggested YouTube is perhaps not only helpful with respect to awareness but can also help boost purchase intent, which we’ll explore further in this post.
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— result in heightened levels of consideration, favorability, and purchase intent (as compared with data from a control group with no such power).
Creative Choices Google Suggests to Get the Best ROI from Videos
Video does have a science to it. This science is evolving, so don’t consider anything as set in stone. Yet, as of now, Google advises this much for sure:
Wrapping Up
Should you use video in your digital marketing strategy? You’ll need to be the judge of that. However, it beats television when analyzed just about any way. In fact, the average return on YouTube TrueView ad spend is about seven times that of TV.
For now, we’ll leave you with that fascinating statistic to consider.