By mastering the basics of YouTube , brands can deliver authentic and impactful messaging to diverse and targeted audiences, resulting in better
In France in 2022, YouTube totals 890 million visits per month and 63.9 million unique users. The importance of this platform for advertisers cannot be underestimated. While announcing 3 new ad formats for 2023, Channel Factory emphasizes the importance of understanding the basics of on YouTube. This way, brands and advertisers are making sure to make the most of the huge opportunity that YouTube represents.
By mastering the basics of YouTube , brands can deliver authentic and impactful messages to diverse and targeted audiences, resulting in better engagement and attention. The combination of all these elements makes it possible to achieve the objective of any advertiser, namely a return on investment maximum. But what are the basics of on YouTube?
1. Context
The context is a constant in the advertiser’s strategy. It is the key to the success of any campaign on Youtube. It adds meaning, authenticity and power to the messages brands are trying to convey. It will directly correlate with the creator of the content or the content the user is trying to view.
Thanks to the huge amount of contextual data provided by YouTube, combined with Channel Factory’s filtering technology and algorithms. advertisers can optimize the relevance of their ads and ensure that engagement rates are as high as possible. A survey conducted by Channel Factory in conjunction with GroupM found that agencies saw a 17% increase in recognized ROI for their clients when contextual targeting was used on YouTube.
2. Aligned content
Brand safety in YouTube – or Brand Safety – acts as a defense mechanism against harmful content. Hate speech or speech in favor of violence and crime are examples. However, this defense mechanism serves only one function, and while it does it well, it does not prevent successive waves of irrelevant content from slipping through the cracks and adding little or no impact on brand messages. Therefore, much of a brand’s investment in YouTube would sit alongside irrelevant content, reducing your return on investment.
This fundamental principle works hand in hand with the contextual to maximize return on investment.
3. L’inclusion
Finally, and certainly most importantly, opt-in lists are the third building block of YouTube that will allow the brand to reap all the benefits that YouTube has to offer.
Blocklists help prevent errors. These lists also protect brands from content that no organization wants to be associated with: misogyny, racism, violence and more. However, content that addresses these topics in a positive and constructive way, such as “How to fight racism”, will also be blocked by the blocklist.
At a time when brands need to ensure they are socially conscious, actively avoiding this content could undermine the authenticity of many brand messages. On the contrary, inclusion lists such as Channel Factory’s LGBTQ+ list allow brands to place their alongside content and creators who address these topics. This helps to reinforce brand messages and diversify their audience.
These three YouTube fundamentals are essential for brands to maximize the impact of their YouTube campaigns. For maximum impact, advertisers and brands should seek to combine these three fundamental elements.