Over the past 15 years, our media consumption habits have changed dramatically. Since the first video, "Me at the zoo" was uploaded to YouTube, people started turning away from traditional pay-TV services to online video-on-demand platforms. 15 years later and 1 billion hours of YouTube watched every day by 30 million users. It opened the door for new business models, channels of engagement and ways to understand what truly matters to the consumers.
YouTube users are incredibly engaged.
The breadth of content available on YouTube is vast. It touches every consumer, their hobbies, interests, and skills they are willing to learn. All of this is available to anyone across the globe with just a click of a button. Using endless ways to consume the content, viewers can entertain themselves, see different perspectives on life, or get inspiration. Searching for topics of interest is easy, and once they click on the first video in their browser, all of their attention goes straight to watching the content for nearly 22 minutes on average.
Geography no longer bounds content creators, either. The launch of YouTube created possibilities to share news, art, experiences, or to raise awareness on social issues and justice. Every minute nearly 500 hours of video content is uploaded to be watched by anyone worldwide.
It's not a secret that YouTube has become an imperative channel for brand advertising. It gave opportunities for brands to access customers across the globe with just a few clicks of a button. YouTube targeting capabilities allow brands to reach the right audience at the right time. But is it enough to have a successful advertising campaign?
The new challenge for Advertisers and Market Researchers is here.
With such an increase in the amount of content come new challenges for brand managers and advertisers. In this era, we are facing a content overload. As a result, we, as consumers, are easily distracted, having a harder time to make decisions and turning to heuristic cues to analyze information. In the past 20 years, our attention span has dropped 30% and is now less than a goldfish.
These days, to reach consumers, brands need to break through the advertising clutter and stand out in the face of online information content. The advertisers need to continuously increase the bar and develop new creative ways of getting viewers’ attention. Pre-testing of advertising campaigns becomes increasingly essential to increase ROI. It helps decision-makers choose the most successful campaign, as well as save time, money, and brand reputation.
The market research industry has a long history of helping brands achieve success of their advertising campaigns. There are a variety of approaches to predicting future ad performance. Focus groups, predictive modelling, and eye tracking devices are among the most popular tools. However, they all have one major flaw in testing digital advertising. They all involve forced exposure to the advertising, where the person has to sit and watch the full 30-second ad in entirety. This approach is unnatural to how consumers behave in real life, and yields results that contradict the actual market performance.
We have a solution.
We have recently introduced Snap, a cutting-edge approach for testing digital advertising. With this solution, we don’t model and predict truths about human behaviour. Rather, we observe and expose how consumers will behave in real life. Snap gives decision-makers realistic insights into how the new campaign resonates with the audience and how likely it would succeed in the marketplace.
Snap is powered with 3 key elements that determine ad success:
Simulation of the real-life experience reveals the true levels of viewer engagement and the potential of advertising to leave a branded impression
Additional questions yield deep insights on the ad’s potential to leave a strong positive impression on the consumer.
Linking your results to our normative database reveals opportunities for strengthening the ad potential. The metrics of these normative is collected among the same target consumer as your brand for a true comparison.
With our cost-effective and agile Snap solution, you are able to get the insights right in time to make a final decision with confidence.
Contact us to learn more about Snap.