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YouTube Brandcast 2017: It’s all about ‘attentive reach’

Over 180 million Indians are watching YouTube every month on mobile. The watch time in India has grown 400 per cent year-on-year and 80 per cent of this comes from mobile

BestMediaInfo Bureau | Mumbai | March 27, 2017

YouTube_Brandcast

YouTube hosted the 4th edition of Brandcast India in Mumbai on Friday, March 24, 2017. The event brought together top advertisers, agencies and partners from all across the country to discuss YouTube as the destination where Indians choose to watch video.

Rajan Anandan Rajan Anandan

Talking about the growing appetite among Indian consumers to watch videos online, Rajan Anandan, Vice-President, Google India and South-East Asia, shared some data from App Annie. Over 180 million Indians are watching YouTube every month on mobile. The watch time in India has grown 400 per cent year-on-year and 80 per cent of this comes from mobile. From entertainment to education, from news to beauty – Indians are turning to YouTube for every aspect of their lives.

Anandan said, “Improved connectivity, affordable data plans and the availability of a variety of content has led to over 400 million internet users in India and 300 million smartphone users today. In the mobile video era, viewers can watch what they want, where they want and when they want – and this greater choice for viewers also means greater opportunities for marketers. In today’s media environment, while there is plentiful reach, it’s harder to attract viewers’ attention.”

Attentive reach

Sapna Chadha Sapna Chadha

Elaborating on how ‘attentive reach’ has become the new currency for advertisers, Sapna Chadha, Head of Marketing, Google India and South-East Asia, said, “According to a survey we conducted with Majestic Research, using eye-tracking technology we discovered that the first ad in a TV ad break is watched actively by 50 per cent of people while the last one is watched actively by only 13 per cent of viewers. Attention has always been inherent to advertising. But capturing and keeping attention has never been harder for advertisers.”

She also shared that over the years YouTube has captured audience attention “by delivering 95 per cent audibility and 93 per cent viewability”.

Jonah Goodhart Jonah Goodhart

On ways to make advertising more effective online, Jonah Goodhart, CEO, Moat, said, “Everywhere in the world consumption patterns are changing, making ‘attentive reach’ the foundation of any digital campaign. Measurability is the key to understand the efficacy of any brand engagement and we are thrilled to be the first company to independently measure viewability on YouTube.”

YouTube creator Kurt Hugo Schneider, who has over 8 million subscribers on YouTube and has collaborated with over 40 global brands, spoke about how he has integrated brands as part of his music videos. He said, “Concept integration and not product integration is key to making a brand video authentic and earning people’s attention. With technological innovation, brands today have the opportunity to interact more closely with their audience and get a feel of their preferences.”

Schneider showed the audience on some of his work for brands like Coca-cola, M&M and Sprint (a telecom player in the US). Sharing a tip on integrating brands, he said, “I had to use the brand in a way that people have not seen before. It is important to get the attention of the consumer in the first 10 seconds.”

Maruti Suzuki case study

Sanjeev Handa Sanjeev Handa

Sanjeev Handa, VP and Head of Marketing, Maruti Suzuki, said, “When you combine a format like video and you want to reach out to over a billion Indians, the answer comes naturally and that is YouTube. YouTube allows us to tell the right brand stories to the right audience, helping us capture their attention. Case in point is the launch of the ‘Ignis’ which was done simultaneously through the physical as well as digital medium to engage with the millennials, and the results were astounding. On YouTube the launch was viewed over 10 million times and 20 per cent pre-launch bookings came from digital in the first 10 days.”

He further said, “For advertisers to leverage digital effectively, one needs to have deep insights into one’s consumers, look to target their interests and effectively measure the viewability of the ad.”

Sandeep Kohli Sandeep Kohli

Sandeep Kohli, Executive Director and Vice-President, Personal care, Hindustan Unilever, touched upon grabbing attention of users. Emphasising that moving metrics matter, he stated the example of a Dove campaign and how they used ‘BeBeautiful.com’, a fashion and beauty blog, to promote all their personal care products.

Launch of ‘Audience Stories’

Ajay Vidyasagar Ajay Vidyasagar

Ajay Vidyasagar, Regional Director, Asia-Pacific, YouTube, announced the launch of ‘Audience Stories’ to help brands capture audience attention. He said, “As marketers we know that there are many questions we are constantly trying to solve. But how do I find the right customers? How do I find the right attention? How do I find right natural facts? With that as the three simple goals, I am delighted to announce the launch of Audience Stories – our next ad craft solution. So, what’s the goal of Audience Stories? Audience Stories is a simple solution that helps you mine the most effective reach across of all of these reach of all these amazing under 18 million kids who come on all devices on YouTube every month.”

Brandcast was attended by over 800 marketers, advertisers and creators. It also saw YouTube Leaderboard Awards where top 10 advertisers with the most creative ads were felicitated. The awards celebrated the brands that performed best through a combination of popularity and promotion.

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