YouTube is the second largest search engine in the world – beaten only by search giant Google. So the announcement yesterday that the video sharing website has a new tool, YouTube Reach Planner, for projecting the reach of an advertising post based on its budget is exciting for digital marketers.
This will give us a better understanding of how, where and to whom we push our clients’ products on a platform with at least 800 million unique visitors per month. Considering Google owns the YouTube platform, it’s safe to say they hold the digital search monopoly. (Although Bing has been making some serious market-share strides in the last few years.)
Google’s primary objective is simple: show users the content they want. This is true for both Google search and YouTube search. YouTube has a second (likely equal in weighting) objective, which is to keep users on the YouTube platform for as long as possible.
To do this, YouTube works on an algorithm (similar to those used by Facebook and Instagram) that recommends video content based on what the user has previously watched. It’s this algorithm that (in part) fuels the channel’s advertising options – allowing brands to target specific users and specific types of content.
YouTube announced yesterday that it is taking its advertising platform a step further by introducing YouTube Reach Planner, which is very similar to Facebook’s advertising platform. Simply put: the Reach Planner allows advertisers to project how many people they’ll reach with YouTube ads with a specific budget.
In a statement on the new tool, Google announced: “Now, for the first time, advertisers can forecast the reach and frequency achievable on YouTube and across Google’s video partners, in over 50 countries. “This resource will simplify the planning process by providing unique reach across devices, for all core audiences and video formats.”
Like all YouTube advertising, the Reach Planner is accessed via Google AdWords and will allow brands to better understand potential advertising return on investment. When we’re planning YouTube advertising campaigns on behalf of clients, we’re always looking to match objectives with relevant activity.
For example, if a client is looking to increase brand awareness and maximise reach then we build campaigns with a mix of TrueView in-stream and Bumper advertising creative. Now we have a way of taking our YouTube advertising campaign planning a step further and actually projecting the total reach.
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Think your brand could benefit from Google advertising or YouTube ads? Contact us now for more details on 0800 612 9890.