Youtube:

The Most Effective Social

Advertising Platform

PurpleClick

Address: 300 Jalan Bukit Ho Swee #01-05, Singapore 169566

Contact Number: +65- 6533 8655

E-mail: marketing@purpleclick.com

YouTube ranks first when

it comes to the most

effective paid advertising

tactics. According to a

2014 study, YouTube is

the most successful when

it comes to helping

businesses launch new

products and informing

consumers regarding their

buying decisions.

The Study

The study examined information gathered from 500 million clicks and 15

million conversions generated in the first quarter of 2014. The researchers

used attribution technologies to monitor buying transactions made on

various social platforms. Using this methodology, the team was able to

identify which networks made the most impact on online sales. More

importantly, they were able to determine at which stage of purchase the

social platform influenced the consumer.

YouTube ranks first when

it comes to the most

effective paid advertising

tactics. According to a

2014 study, YouTube is

the most successful

when it comes to helping

businesses launch new

products and informing

consumers regarding

their buying decisions.

The Study

The study examined information gathered from 500 million clicks and 15

million conversions generated in the first quarter of 2014. The

researchers used attribution technologies to monitor buying transactions

made on various social platforms. Using this methodology, the team was

able to identify which networks made the most impact on online sales.

More importantly, they were able to determine at which stage of

purchase the social platform influenced the consumer.

The Edge of YouTube

The researchers proposed many reasons behind the strong effectiveness of

YouTube in social advertising. The first reason is its vast amount of searches

and favorable placement on Google’s results. Both of these result in more

traffic. The second reason is YouTube’s content is “rich, descriptive and

usually helpful.”

When people think about buying a new product they are not too familiar

with, the tendency is to go for visual content. YouTube’s nature of content is

easy to comprehend, which is a factor in making informed buying decisions.

Stages of Online Purchase

The researchers identified different

stages in online buying where social

platforms make an impact. The first

stage is presenting the product.

Social media plays an important role

in exposing brands and making

consumers informed about the goods.

The Edge of YouTube

The researchers proposed many reasons behind the strong

effectiveness of YouTube in social advertising. The first reason is its

vast amount of searches and favorable placement on Google’s

results. Both of these result in more traffic. The second reason is

YouTube’s content is “rich, descriptive and usually helpful.”

When people think about buying a new product they are not too

familiar with, the tendency is to go for visual content. YouTube’s

nature of content is easy to comprehend, which is a factor in making

informed buying decisions.

Stages of Online Purchase

The researchers identified

different stages in online buying

where social platforms make an

impact. The first stage is

presenting the product. Social

media plays an important role in

exposing brands and making

consumers informed about the

goods.

The next stage is product exposure

through re-targeting ads. Such

marketing tactics aim to prompt

consumers to go back to the

product they were initially curious

about.

The last stage involves the

consumers searching for the goods

introduced to them in the first

stage or presented to them in re-

targeting ads in the second stage.

Once online users get to this

particular stage, it means they

have reached the point of buying.

It is not necessary, though, that buying take place only in the last stage. In

some cases, consumers make the purchasing decision right at the first stage

or once they are re-exposed to the product through ads.

The research suggested that YouTube makes the strongest impact in the

first and last stage. It is successful in introducing the product and compelling

online users to get to know more about it through web search.

The next stage is product

exposure through re-

targeting ads. Such

marketing tactics aim to

prompt consumers to go back

to the product they were

initially curious about.

The last stage involves the

consumers searching for the

goods introduced to them in

the first stage or presented to

them in re-targeting ads in

the second stage. Once online

users get to this particular

stage, it means they have

reached the point of buying.

It is not necessary, though, that buying take place only in the last

stage. In some cases, consumers make the purchasing decision right at

the first stage or once they are re-exposed to the product through ads.

The research suggested that YouTube makes the strongest impact in

the first and last stage. It is successful in introducing the product and

compelling online users to get to know more about it through web

search.

RESOURCES:

http://www.purpleclick.com/

https://support.google.com/adwords/answer/2375425?hl=en

http://www.entrepreneur.com/article/228471

Facebook ranked as the second most effective, followed by Google,

Pinterest, LinkedIn and Tumblr. Twitter is the least effective social

advertising platform.

This 2014 study shows just how influential YouTube as a social

advertising channel. Businesses should rethink their marketing

strategies and plan the listed platforms into their campaigns.

RESOURCES:

http://www.purpleclick.com/

https://support.google.com/adwords/answer/2375425?hl=en

http://www.entrepreneur.com/article/228471