Every day millions of people visit the YouTube homepage and, because of this, the YouTube masthead is considered prime advertising real estate. Many brands dream of taking over the YouTube homepage for a day, or even for a few hours. But how effective are these homepage ads, really? Google partnered up with Compete to find out.
Google and Compete ran over 300 studies to determine the impact that YouTube homepage ads have on metrics such as brand searches and site visits. Compete tracked panelists that visited the YouTube homepage during one-day ad campaigns and compared the behaviors of these to a control group of panelists that did not see the ad. They found that advertising on the YouTube home page prompted a significant increase in brand engagement.
According to stats in the video below, people who were exposed to YouTube homepage ads were 4 times more likely to visit an advertisers site, search for the brand or watch the advertisers video on YouTube. Panelists that saw an ad two or three times were twice as likely to interact with the advertiser’s brand, compared to those that only saw the ad once.
The video also pointed out that advertisers in the entertainment industry saw especially strong results with homepage ads. Movie campaign ads saw a whopping 729% increase in post-exposure brand queries and a 340% increase in advertiser site visits. So is running an ad campaign on the YouTube homepage worth it? If you can afford it, it seems like it just might be! But check out the video and you be the judge. Let us know what you think in the comments below.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.