Brandcast 2021: Is your brand available on demand?

YouTube recently hosted a digital edition of its 2021 Brandcast Delivered for advertisers, an annual opportunity for the video sharing service to share its new ad offerings. This, as viewing habits shift in our new pandemic reality, with primetime being anytime. Here, the Google company offers Kiwi advertisers more insight into changing consumer behaviours and opportunities for brands with its on demand offering.

As our viewing behaviours continue to shift YouTube is becoming mainstream, reaching three million Kiwis a month. NZ On Air recently released their 2021 “Where are the audiences” report which showed that YouTube remains the biggest channel, reaching 44 percent of New Zealanders daily across YouTube video and YouTube Music. 

Making the most of this channel, the America’s Cup team used YouTube to make the sailing event accessible not only to local fans, but anyone in the world with an internet connection. The full event was shown on YouTube in 236 countries, with 52 hours of live broadcast, interviews, and captivating real-life moments.

A massive 8.6 million unique viewers got their sailing fix on YouTube for an average of more than 53 minutes each, a fact that was not lost on Ryan Pellett, Head of Social Media & Content at America’s Cup.

He says: “Streaming on YouTube, and embedding those feeds into americascup.com, helped us achieve our objective of being the most watched America’s Cup ever. Contributing to 19 percent of the global audience, our global online viewing matched the audience from our biggest national broadcasters.”

YouTube Culture and Trends Lead for APAC, Ash Chang, says that the pandemic had shifted the way people watch video and YouTube was at the forefront of this – with content, channels, artists and creators who redefine what mainstream culture and content looks like. 

“It’s the viewers and creators who make YouTube special. People from diverse backgrounds come together across videos, live streams, and comment threads to cultivate knowledge, connection, and community. So, whether you’re from Bourke or Blenheim, you’ll find your type of people on YouTube,” he says. 

“While personal primetimes continue to be curated across laptops and smartphones, streaming on larger screens is here to stay. For brands, this means making an impression starts with snagging a spot in viewers’ playlists across all devices.” 

For a number of years YouTube has been central to Tourism New Zealand’s media plan with Mindshare and Special Group, to attract audiences to our beautiful shores. In their recent campaign ‘Stop Dreaming About New Zealand and Go’, they reached over two million potential travellers in seven days, and achieved a +13.5 percent brand lift. 

Three things really worked for them:  

  1. One, they maximised the full funnel capabilities of YouTube to not only reach millions of potential travellers, but to encourage people to take action and book holidays in the moment. 
  2. Second, they experimented with the latest YouTube formats and features to see what delivered against their goals. 
    – They tested the YouTube Connected TV Masthead to maximise exposure, with 35 percent of the campaigns unique reach occurring on the TV screen.
    – They also usedVideo Ad Sequencing, which drove a 13.5 percent increase in ad recall for the brand.
  3. Third, they used YouTube Brand Lift Studies to measure their campaigns, tracking everything from Ad Recall through to Search Lift. 

Brandcast also features Kiwi creators Daneger and Stacey (154k) who are proof that YouTude is a place where passions become popular – as they share weekly vlogs of their adventures around our beautiful country. Brandcast was headlined Australian global sensation Troye Sivan, who has more than seven million subscribers and more than 1.3 billion total views on his YouTube channel.

To learn more, visit the Think with Google Brandcast site.

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