Instead of competing with broadcasters, YouTube now wants to work with them, especially considering the fact that its viewership over TV has more than doubled over the last year.
There was a noticeably different feel to YouTube’s Brandcast, as anyone who was in attendance will attest to. Google told advertisers that they would need to assign around 24 percent of their television budgets to YouTube if they want to reach audiences between the ages of 16-34 years during last year’s event. However, one year later, Google is saying that online video and television work well together, as they shift to a more collaborative approach.
Advertising to Millennials
According to YouTube, TV is its fastest growing screen in the UK even though 73 percent of viewing occurs on mobile. Although this is coming from a low base, YouTube is gaining a growing role in the living room experience, as smart TV ownership and the demand for a variety of content continue to grow among consumers.
This is mostly seen among millennials, surprisingly. According to YouTube, almost half, 48 percent, of those between the ages of 16-34 have used their TV to watch YouTube. This is considered to be a welcome shift.
Speaking at last night’s event, Matt Brittin, Google’s president EMEA business and operations said that people probably do not know that the fastest growing screen when it comes to watching YouTube is their big TV at home. He went on to say that over the past year, watch time has more than doubled.
YouTube’s change in strategy has been in the pipeline. It worked with Thinkbox, a TV advertising body, regarding an IPA study earlier this year. According to Muze Creative, a brand design company, when video and television work together marketing campaigns become more effective.
By using online …
There’s no time like the present for taking a look to the future and preparing ourselves for what we see coming. 2019 promises to bring some dramatic changes to the way the SEO game is played. Huge technological innovations, including artificial intelligence, blockchain, and augmented reality, stand poised to revolutionise the way people search for information online. In the article below, we’ve gathered three major predictions from industry experts who are gazing over the horizon of SEO.
1) AI is Going to Revolutionise Keyword Research
Jana Garanko is marketing giant SEMrush’s head of PR. She expects dramatic changes in the near future thanks to the impact artificial intelligence (AI) is going to have on keyword research. Tied directly to this, Garanko expects private demographic data to become an even greater driver of marketers’ ability to improve search rankings.
Garanko predicts that 2019 will be the year businesses in every industry reach out to embrace AI. Marketers who specialise in search engine optimisation or SEO agencies are obliged to cultivate in-depth, first-hand knowledge of the changes machine learning and automation can produce.
One significant change AI is likely to bring is greater effectiveness – and therefore greater popularity – to voice search. Marketers will need to understand the changes this method of input brings to the search engine optimisation playing field. “Voice requests deliver dramatically different search strings than typed queries,” Garanko points out. “We’ll need to start researching new keyword combinations.”
Although Garanko believes machine learning is primed to make an immediate impact on how SEO works, she takes a longer view of the potential changes that could be caused by virtual technology. Although virtual reality and augmented reality will carve increasingly-broad niches for themselves, Garanko doesn’t believe the impact on optimisation is going to happen immediately. “It’s coming, but …