10 July 2020 12:25

MARKETING

The Surge of YouTube Ads amidst COVID-19

Study finds out, Online Education and Video Streaming platforms dominated the Youtube ads.

With the countrywide lockdown and people practicing social distancing, brands like Netflix and Udemy are investing in their maximum limits in Youtube ads so that their services can easily be availed by the users. Germin8, a leading social media intelligence has come with their recent research report on "The Surge of YouTube Ads amidst COVID-19".

The report on 'The surge of Youtube Ads' highlights how brands are investing heavily in Youtube Video ads. Germin8 has collected a sample of 200 real-time Video Ads running on YouTube over a period of one week. These Ads were collected from the videos that were listed either on the Home or Trending section of YouTube and from multiple browsers so as to minimize the user bias. Each ad was studied to understand the context of the ads and also about the organizations actively investing in them during the Covid-19 related lockdown. The ads were segmented under themes, sectors, frequency, and Covid-19’s influence in their communication. The report was written by a team of research analysts to ensure greater clarity of data.

The report basically highlights how Youtube ads were dominated by two sectors which are Online Education and Video Streaming platforms. Online education websites like Udemy, Unacademy, upGrad, Greatlearning, Datacamp. Udemy had the highest number of ads and on courses like Sketching, Python, Personality Development. In many ads, it ran an offer of 90% Discount on courses catering to the needs of students as well as working professionals. Whereas Netflix and Amazon Prime had the highest number of ads. Netflix had the maximum Share of Voice. They invested heavily in promoting their series like Locke & Key, Ghost Stories, 6 Underground, and Sex Education.

In the research it was also observed that, some organizations used Covid-19 related communication in their ads, urging people to stay home. Out of 65 distinct organizations, 9 have created their ad content around Covid – 19. It can be observed that the organizations who deal Offline ran more ads using Covid factor when compared to the ones who provide Online services. For example- Asian Paints is running #StayHomeStaySafe ad campaign, Vodafone ads urged users to ‘Stay home, stay safe, stay connected’. Nivea India is encouraging viewers to play with their kids at home. While, Amul ad showed homemade food recipes in regional language.

Organizations that deal offline but wish to be in the eyes of the users must adapt their communication to Covid-19 or run a campaign instead of creating the content which is completely dedicated in promoting their products or services. Investing more now can easily increase their share of voice as only a few institutions are using this strategy.

Summary-

Organizations providing Online Services to its users invested majorly in this Lockdown compared to the ones dealing Offline

YouTube Video Ads on Online Education and Video Streaming dominate the space

Organizations like Netflix and Udemy invested heavily on Video ads and created variety of ads. Netflix promoted its various Series and Udemy promoted its various courses

Udemy is the highest among all in creating variety of ads

65 Distinct organizations contributed together in 200 Real Time Video Ads. Among them, 9 organizations curated their content around Covid 19. Here, top contributors like Asian Paints and Vodafone ran campaigns like #StayHomeStaySafe and Learn at Home respectively

Covid-19 related communication was present more in ads run by those organizations that are offline compared to the ones providing online services

It can be observed that some educational institutions did not hesitate to run ads though their actual services were offline as the month of April would be a peak time for them to draw student for admissions

Video Ads on YouTube were targeted more frequently when the users were logged in their gmail accounts

Read 334 times Last modified on Thursday, 28 May 2020 04:44
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