Youtube and the evolution of media
It's hard to imagine that YouTube has only been around for ten years. We have become so used to it that it is impossible to imagine our everyday life without it. Every month, a billion people visit the platform, which now reaches 100% of the 18-34 age group.1 I do not belong to that age group, but if YouTube did not exist, I'd be interested in artists like comedian John Oliver and that Carpool karaoke completely escaped from James Corden.
The number of Internet-enabled devices has exploded. Just as fast as YouTube has grown. In 2007, there were 1.7 Internet-enabled devices per household in Europe. Today, it's 4.7%, and 50% of YouTube views today are on mobile devices.
The last YouTube Brandcast acknowledged the past ten years and the amazing variety of videos offered, as well as the creators of the video, who are also part of YouTube's track record. Because in addition to the increase in Internet use, the content is an essential factor for the success of YouTube.
Grace Helbig is a prime example. She is a very impressive young entertainer. In 2007 she opened a vlog. A year later, it became their YouTube channel, which now has 2.7 million subscribers. Over the years, Grace Helbig has become a media personality and, since April 2015, hosted the Grace Helbig Show on the television channel "E! Entertainment Television". This show is a mix of comedy and talk show.
Grace Helbig reminded viewers that YouTube is a career springboard to many creators. Some become book authors, make make-up creations, host radio programs, or even make it into the Sunday Times' Rich List, the list of the rich. They maintain close relationships with their numerous viewers and exert great influence on them. This allows them to build their personal brand. Zoella currently has 9.5 million subscribers, Pewdiepie 40 million and Alfie Deyes unbelievable 47 million subscribers. They started video production in the bedroom and eventually became mainstream in the entertainment industry.
But not only dynamic young people, even content-dependent media companies are increasingly spreading their content – above all to the target group of 18- to 34-year-olds – via YouTube. Joe Harland, Head of Visual Radio at the BBC, gave a passionate talk about audience reach and audience information. He said, "I know why a video is a hit, and I know why it flops, so we can avoid repetition, I have information about device usage, location, playback time, and how often a video is shared . "
Joe Harland draws attention to an interesting change that has taken place in the media over the last 15 to 20 years: in the meantime, the user is holding the wheel in his hand. With streaming, OTT services, social media, the ubiquity and limitless availability of video, viewers have more choices than ever and can choose what to watch.
At home, the TV remains the primary video playback device. But many surf the web while watching TV. According to a 2014 Global Nielsen study (Global Digital Landscape Survey), it is 58% worldwide. Not least for this reason, digital advertising ensures additional growth. The conclusion of this Nielsen study is that the reach of advertising is increased by an average of 24% through a cross-media TV and online campaign – mainly because younger audiences, who often watch less television, are more likely to be reached via digital media.
The range is not everything. The study also shows that the combination of TV campaigns with online campaigns improves the response of ads. When TV advertising is complemented by online advertising, Nielsen says he remembers the advertising message, the brand's memory, and the sympathy with the campaign.3 While TV advertising is a key contributor to ROI, cross-media campaigns are usually the most effective. When planning your campaign, think about how YouTube interacts with television. The YouTube team analyzed more than 1,000 completed campaigns. The results are consistent with those of Nielsen. Therefore, Eileen Naughton, managing director of Google UK, commented on the YouTube Brandcast: "Advertisers are far more effective at reaching their audiences, and especially 16-34 year olds, by including YouTube in their media plan."
The Economist recently published data showing that in 2015, the consumption of online media worldwide exceeds television consumption for the first time. In view of the further development of the media landscape.
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