YouTube: The Real Giant in Online Advertising

September 5, 2014

I wonder who suggested this study? I wonder who sponsored the study? How about a gigantic multi million pool of data? Could the “study” shore up Google’s ad revenue as folks shift to mobile search? What about that lousy Web site traffic? How is that working out for those who chase sales leads and sales with a mere Web site? So many questions.

Navigate to “Study: In Social Advertising, YouTube Converts More Customers Than Anyone Else.”

I learned from a testimonial:

“We believe that YouTube does well in both of these important purchase funnel areas for a number of reasons,” Jeff Zwelling, CEO and co-founder at Convertro told me by phone this week. “YouTube’s own search volume and preferential positioning on Google’s results help drive large amounts of traffic, of course. But when you get to YouTube, the content is rich, descriptive, and usually helpful.” “I’ve done this myself. I recently bought a coffee machine. I had the decision down to three alternatives and couldn’t decide which one was best for me,” Zwelling said. “In the end, I watched videos on YouTube of people using all three machines and chose the one that matched my idea of a good coffee maker.”

But Twitter has some value:

“Throughout our study, it is clear that social media in general — and Twitter in particular — is much more likely than any other marketing channel to provide the customer with brand awareness and consideration of a product,” Zwelling said.

Oh, oh. Twitter. Grrr.

And for you duffs with a Web site. Here’s a “finding” for your consideration:

As we know from recent studies, 99% of organic messages get almost no interaction on social media. Aol Platforms’ report backs this up, showing that only 1% of organic product-promoting tweets lead to a direct purchasing decision. But what happens when you sponsor a tweet?

So there. You can download this report at this link.

Go, YouTube.

Stephen E Arnold, September 5, 2014


One Response to “YouTube: The Real Giant in Online Advertising”

  1. Simply Green Coffee on September 25th, 2014 4:33 am

    Simply Green Coffee

    YouTube: The Real Giant in Online Advertising : Stephen E. Arnold @ Beyond Search

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