YouTube is pronounced and need no introduction streaming platform. It became a definition and mainstream for the videos. Many brands became notable in the market with the help of the platform. Every second the number of channels and viewers increase is speechless.
At its first ‘YouTube Brandcast’ event in Mumbai, India, YouTube CEO, Susan Wojcicki spoke many things- about the impact of platform in India and how the streamline platform backed major brands notably ICICI Prudential Life Insurance, Idea, Pepsi, and Hyundai in India.
Kicking-off the event, Susan has announced that India alone has over 265 million active users. She said,
“India is now both our biggest audience and one of our fastest growing audiences in the world. YouTube, today, has become the first stop for users to consume content, whether they’re looking for entertainment or information. It is this incredible variety of content combined with the growing reach that makes it a perfect platform for brands to drive personalized engagement.”
YouTube’s potency on ‘Brands’ in India
Many brands underscored in the market and among consumers with the support of YouTube. For instance, Pepsi’s TV campaign was customized with YouTube’s director mix tool for specific audiences. With the campaign, Pepsi observed a 14% increase in sales and benefited with triple returns on ad spend.
South Korean car manufacturers, Hyundai with the use of the platform campaign has seen 18% increase in purchase with an addition of 221 million users. Our homegrown telecom largest operator, Idea used the same director mix tools for the top trending videos uplifting 20% and with 900% insearch in search quotes.
Speaking about the YouTube consumption on mobile, past one year it has increased to 85% with on an average 60% of the watch time that is observed to be from outside of the six largest metros in India.
How well do Indian Brands spend on branding?
India has the lowest percentage of media investment spent on digital and yet, is the fastest expanding advertising market in the world. Globally compared India is on just 3.5%, and its expenditure on advertising is at an annual rate of 14%. However, looking at the market, India is the tenth largest advertising market in the world by ad spend.
YouTube unveiled ‘Creative Excellence Awards’
It has announced the winners who reshaped creative excellence on streamline platform in India. A panel of 10 rated the top ads from creative agencies, media planning agencies, and ad film direction.
The screening was done on the following basis-
- Attention
- Relevance
- Comprehension
- Brand-Ad fit
- Memorability
- Human Insights and on another basis
Winners:
Samsung for Bixby Voice Assistant
Milton for Thermosteel Flasks
Hyundai for 20 years in India
Dove for #Letsbreaktherulesofbeauty
Bajaj Avenger for Independence Day celebration
Apple for Apple’s big news in 108 seconds
YouTube for creators and storytellers
Stepped into its 11th year in the Indian market. Since then many storytellers and creators evolved prominently mapping India. It has become an essential part of the digital marketing ecosystem. The platform served content in different languages engaging and entertaining audience regionally.
YouTubers like Kenny Sebastian, Mostly Sane, AIB, BB Ki Vines, and other reputed YouTubers changed the face of platform in India breaking the stereotypes and inspiring many to be the bold and striking storytellers.
