The volume of online videos has grown 50% since 2014, and brands need to develop strategies which continually engage their consumers and keep their brand top of mind. Visible Measures found that brands who advertise on YouTube benefit from both a ripple effect and brand resonance.
Visible Measures’ research compares YouTube to Facebook and identifies strategies for building a lasting impressions with online video.
Audiences chose to watch branded video more than 4.1 billion times in Q1 2015. Thanks to the Super Bowl and some high performing campaigns in March, viewership increased by 19% over Q4 2014, which had generated 3.5 billion views from holiday campaigns. This makes viewership of branded video in Q1 the highest of any quarter we’ve seen to date.
Following a dip in February, branded video viewership rebounded in March to hit the highest level of monthly viewership in the last year.
Despite the significant increase in viewership, new campaign releases decreased, from February (117) to March (101). Year-over-year, new campaign releases also decreased, by 23% from March 2014.
Following the year’s lowest month of viewership in October, branded video viewership rebounded in November to hit the third highest level of monthly viewership in 2014, to date.
Viewership in October decreased by 44% to 212.5 million views from 381.6 million views the month prior. Still, views in October 2014 increased by nearly 90% over October 2013, a trend that has held true for most months during the year.
While the Automotive vertical had maintained a steady viewership of between 308-309 million views a quarter since Q4 of 2013, viewership declined drastically in Q3 2014. From Q2 to Q3, viewership dropped nearly 25%. This is likely a result of the fact that that the type of advertising events that car companies like to capitalize on were low in Q3. Still, the Automotive viewership
increased by 59% over Q3 of last year.
Audiences watched video from Consumer Electronics brands more than 556.6 million times in Q3 2014. Viewership in Consumer Electronics increased by 55% from Q2 2014. The vertical benefited from a massive push of new smartphone campaigns that were released in September around the annual Apple product reveal.
Audiences watched video from Retail brands more than 191.5 million times in Q3 2014. After the World Cup pushed Retail campaign viewership to a record high in Q2, the vertical saw a 13% decrease in viewership during Q3. Still the vertical’s viewership increased 28% over the third quarter of last year.
While viewership of CPG campaigns dipped in Q2, it rebounded in Q3, increasing by 14%. There wasn’t a singular event that the vertical latched on to during the quarter, but Back-to-School, Fashion Week, and the beginning of the NFL season all provided opportunities for CPG brands to shine. Brands’ creativity in capitalizing on these events shows in the overall 77% increase of viewership over Q3 of last year.
Audiences chose to watch branded video more than 2.9 billion times in Q3 2014. Thanks to continued interest in World Cup campaigns and increased levels of activity from smartphone brands in September, views increased by 3% over Q2, when World Cup mania was at its peak. This makes viewership of branded video in Q3 the highest of any quarter we’ve seen to date.