Content targeting is the most effective method for reaching and engaging with consumers on YouTube, according to a new study published by video ad company Zefr, which suggests that leveraging audience data may not be the be-all and end-all for marketers.
Brand campaigns on YouTube from the likes of Jeep and Hulu were analysed to see whether content targeting (a method where ads are aligned with content at keyword level), demo targeting (a method using demographic signals to define reach), or channel targeting (where videos are featured in popular channels) is the most effective.
The results are perhaps surprising as there has been a growing emphasis on using consumer data to serve up more personalised content in recent months. However, content targeting resulted in a 34% uptick in completion rates and was deemed 33% less intrusive than other methods.
“The way advertisers operate on platforms like Facebook and YouTube is under more scrutiny than ever before,” Zefr Co-Chief Executive Rich Raddon said. “We’ve long been big believers in the power of content targeting at the video level and how it can help brands effectively reach consumers without relying on audience data or violating their privacy, but this study takes our information to a whole new level.”
Zefr also noted that aligning video ads with relevant content is crucial for delivering an excellent consumer experience on YouTube as it can generally be defined as an “intent-based platform.” Content targeting is also great for driving purchase intent and increasing favourability.