This report has a ton of info and case studies and is definitely worth reading! It also seems that Google is trying to assert the value of Youtube in reaching consumers (backed by numbers of course).
Digital platforms and social networks have changed the relationship between brands and consumers. Consumers of today use multi-screen media to make life easier, simpler and more meaningful. What can brand advertisers do to connect with these new consumers?
According to a survey by Ogilvy, TNS and Google on purchasers of auto vehicles, beauty products and smartphones:
Purpose = Purchase. More than ever, brand purpose is critical to break through the clutter and drive purchases. Consumers choose the brands that engage them on their passions and interests 42% more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. What is the most influential way to reach these new consumers along their path to purpose?
Power of Influence > Power of Time. Counterintuitive as it may be, our research shows very little correlation between media usage and media influence. Today’s successful brands are building a media plan based on media touchpoint influence rather than mere usage. Why does YouTube have such a strong influence on purchases? Because YouTube provides that emotional experience of ownership. More than 86% of the views for brand-related content on YouTube comes from YouTube creators, not brands.
Experience > Exposure. Brands that provide consumers with deep experiences of their product—and manage to generate an emotional experience of ownership—win at the point of purchase. Many brands are generating stellar consumer engagement on YouTube by tapping into consumers’ passions and interests.
The report mentioned "Gen C". They are the new, active and connected consumers brands may find on Youtube, and they provide a challenge for brand advertisers to think outside the box.
