A new report from Google and Pixability reveals an increase in viewership and publishing on YouTube among the world’s top 100 leading brands, as defined by Interbrand’s 2014 Best Global Brands report. Apple, Coca-Cola and IBM are among the brands that have boosted their YouTube ad spend by 60 percent year-over-year. Overall, the top 100 marketers also increased their video investment by 40 percent year-over-year.
Other key findings of the report include:
- Views of branded content of the top 100 brands have nearly doubled in the past 12 months.
- Brand channel subscriptions are up 47 percent year-over-year.
- Interbrand’s current Best Global Brands are collectively uploading a video to YouTube every 18.5 minutes and have an average of 2.4 channels.
“By investing in YouTube, these advertisers aren’t just building their brand, they’re also contributing to the YouTube ecosystem,” said Cenk Bulbul, head of strategy and insights for YouTube Ads Marketing, in Marketing Magazine.
The top 100 brands garnered more than 40 billion views total during the past 12 months, and more than 18 billion in the past year. “They’re actively managing their YouTube channels, and publishing new content on a regular basis to engage viewers and keep them coming back,” added Bulbul.
Those viewers, the proverbial sweet-spot for advertisers, recently gathered at the sixth annual VidCon, an event that mushroomed from 1,400 YouTubers and their fans to 20,000 attendees including top creators from Vine, Vimeo, Tumblr and Meerkat.
Those 18- to 34-year-olds are increasingly cord-cutting. “It takes a very different media mix today to reach that audience than it did 10 years ago,” said Jenny Schauer, media director at Digitas, in Marketing Magazine. “Taking content from a brand and putting it right in front of consumers in the newsfeed—that’s where Facebook is really strong.”
The social draw of platforms today is key. “We hit a turning point last year,” said Tara Walpert Levy, managing director of agency solutions at Google, in Adweek. “What drove it home is the viewership piece—how much viewers are embracing brand content, and the sheer volume of it.”
The data also reveals which industries and brands are most liked and disliked.
Financial services received the most dislikes while media companies like Disney received the most likes, said Pixability CTO Andreas Goeldi. “Viewers clearly express when they’re not happy,” he said. “There are examples of videos where there are more thumbs down than thumbs up because people don’t believe the message.”
And viewers have ample time to decide as nearly 10 percent of brand videos uploaded to YouTube in 2014 were 10 minutes or longer, a big change from traditional 15- or 30-second spots. “These first 10 years are just the beginning,” said Bulbul. “We’re looking forward to seeing how brands will continue to evolve and innovate on YouTube over the next 10.″