Category: Blog

AI is here and is showing no signs of slowing down. Amidst an ongoing technological revolution, artificial intelligence is paving the way for advertisers to streamline their business and connect with their consumers. It’s also helping them create and distribute YouTube video content quickly and with less human interference or involvement.

But how exactly is AI in YouTube Advertising making an impact, and what changes are we witnessing that will transform how advertisers manage their campaigns more effectively? We’ll examine recent and ongoing AI developments that are taking advertising strategies to a whole new level.

AI’s Influence on Advertising Expenditures

Before diving into new AI developments changing how marketers approach their campaigns, let’s examine the estimated investment in AI technology. AI-enabled advertising spending was projected to reach $370 billion in 2022. Forecasters expect that number to reach a staggering $1.3 trillion by 2032.

These numbers reflect an ongoing trend where artificial intelligence impacts advertising budgets and marketing expenses.

How Is AI Used in Online Advertising?

AI facilitates online advertising by providing advertisers with technology-driven solutions to enhance their digital marketing efforts and deliver better campaign results. Let’s examine this in further detail with four AI-related features.

Video View Campaigns

The purpose of Google’s Video View campaigns is to help marketers maximize video views and engagement opportunities, making it easier for them to connect with target audiences. Video View campaigns allow your business to present ads seamlessly in different formats, including in-stream, short, and in-feed ads.

Best of all, your company can leverage all its features within a single campaign. With this AI-powered solution, you can build brand recognition for your business, reach the right audience through optimized content, and convert them into long-term customers.

Demand Generation Campaigns

Like Video View Campaigns, Demand Gen campaigns can integrate your best-performing content across multiple touchpoints, including:

• YouTube Shorts
• In-feed videos
• Discover

The purpose of Demand Gen campaigns is to accelerate consumer engagement, send quality traffic to your site, and make it easier to track conversion rates. You can also import any video assets into Google Ads and assess their appearance before launching them.

On top of that, this AI feature allows you to create something known as a “lookalike” segment.

With this feature, you can improve your targeting efforts while ensuring your ads remain relevant for your target audience. What’s the result? You’ll see more efficient campaigns that make it easier to attain your marketing objectives.

Performance Max

Google designed its Performance Max feature to help you dive into your conversion objectives by helping you find audiences that are most likely to convert for your business. You can leverage audience insights to optimize your campaign and engage with audiences across multiple Google channels, so you’re not limited to just one.

You can use the Performance Max machine learning models to make meaningful predictions about which video ads are most likely to drive conversions for your campaign.

Trending Music on YouTube Shorts

These days, targeting the younger generation is getting more complex, forcing advertisers to develop innovative solutions to connect with them and earn their trust. The Trending Music on Shorts AI solution intends to connect advertisers with Gen Z audiences that identify strongly with trending music.

It does this by placing your ads within music-themed short videos that resonate well with the Gen Z audience. From an advertising standpoint, you can increase brand awareness and reach an audience that consumes video content regularly.

AI-Generated Content

We’re also witnessing the rise of AI in content creation efforts. For example, ChatGPT makes it easier to deliver AI-generated content that resembles human-style creation. Regarding YouTube advertising, AI-generated video content is taking center stage.

So how does this pertain to AI-generated YouTube ads? AI technology simplifies how advertisers deliver ad creatives—the design and content of an advertisement. Specifically, AI can help with:

• Video scripts: Content creators can leverage ChatGPT to deliver informative YouTube scripts. Another prominent example is Writesonic. While not exactly a YouTube tool, Writesonic can generate quality content by matching it with the tone of voice you want. Best of all, since you’re in the driver’s seat, you can edit the script it generates to make it sound more logical and personal.

• AI-generated voices: AI tools make it easy for advertisers to modify content voices with different languages, accents, and tones. Some AI-generated voice tools include Synthesys and Voice Over by Speechify—both provide access to an extensive library of voices you can use for your content. Plus, you control the pitch and emphasize the words you want listeners to listen to.

• Video types: People consume content in multiple formats, and AI-powered tools can help you create, modify, and deliver video content in different configurations. For example, Google AI solutions allow you to create vertical-style ads from horizontal videos.

Improve Your YouTube Strategies with Channel Factory

AI in YouTube advertising will continue to evolve. Your company must be ready to keep up with technological developments to modify its advertising strategies and compete in the digital landscape. Channel Factory can lend a hand if you need to augment your YouTube marketing efforts.

Our contextual targeting solutions ensure you’ll place your ads alongside relevant content, facilitating audience reach.

Contact us to see how we can amplify your advertising campaign.

Responsible advertising is a phrase that often confuses people. Brands looking for ways to promote themselves and cultivate trust with their target audience must learn how to abide by company values, cultural expectations, and consumer demands. It’s a fine line to toe, and pulling it off right can be tricky. 

Responsibility in advertising means holding your company accountable and respecting your audience while staying true to your brand.

In this blog, we’ll explore what responsible advertising looks like and provide strategies you can use to better resonate with your target audience.  

What Is Responsible Advertising?

Responsibility in advertising is a method of providing products, services, content, and ads that are neither harmful nor offensive, and follow an ethical standard. It also often means being authentic, aligning with popular values, and focusing on modern-day problems. 

Approximately 64% of consumers will support or boycott a brand because of their stance on a social issue. And about 88% of consumers state that authenticity matters to them when deciding which brands to support.   

These numbers demonstrate how advertising continues to change as customer demands evolve, but it’s important to note that responsibility in advertising is about more than just brand support of a worthy cause. It’s also about being direct with your message and understanding what your consumers care about in the modern era. 

Brand Examples of Responsible Advertising

Responsible advertising can come in many forms, including marketing campaigns that advocate for solutions to worldwide problems. Here are four responsible advertising examples from recognizable brands: 

1. Pfizer: Celebrating Global Health Innovators

Pfizer demonstrated how brands can use their advertisements responsibly. As part of its ongoing Global Health Innovation Grants program, Pfizer supported community-based initiatives across the world to improve access to healthcare services.

Their Global Health Innovators ad shows a glimpse of their commitment to using their publicity to raise awareness about a global challenge.        

2. Google: The Picture Perfect Life

In 2018, Google released its Picture Perfect Life ad to showcase that there’s much more to a person’s story than what we see behind a lens. In the ad, you see people seemingly going about their lives. However, you soon realize that there’s a darker story behind the glamorous shots viewers see. 

This ad aims to help change the national conversation about mental illness. The ad’s message—that people aren’t always as happy as they pretend to be on social media—has global appeal. But perhaps the biggest draw of the ad is Google’s quiet, subtle messaging. By approaching this sensitive topic in an understated way, the ad becomes powerful and thought-provoking. 

3. Dove: Real Beauty Sketches

Dove demonstrated its commitment to redefining beauty and helping change the public perception of it with its Real Beauty Sketches campaign. In this ad, a sketch artist asks women to describe themselves before asking strangers to describe the same person.

It turns out the participants were very self-critical about their image. The ad is an emotional testament to body positivity. It also demonstrates how DOVE remains consistent with their brand message of self-beauty.   

4. Patagonia: Worn Wear Program

Patagonia is another brand that exhibits authenticity and a commitment to its company values. Their Worn Wear Program allows consumers to purchase, use, and sell used clothing and other products. The program is a reminder of how Patagonia is focused on creating marketing initiatives that align with its core beliefs about waste reduction.

They don’t turn their backs on their mission statement. Instead, they remain devoted to their company values and look for ways to spread that commitment via marketing campaigns.         

Best Practices on Responsible Advertising

Creating responsible ads is easier said than done. Brands need to take a stance on positivity while protecting their image. Here are three practices to follow if you want to be more responsible with your ads: 

1. Have a Call-To-Action with Real Values

These days, it’s not enough for companies to create ads that promote the latest products and services. This is not only an outdated marketing tactic but can also seem deceiving. Instead, brands should offer messaging that adds real value to a person’s life or contributes to the greater cultural conversation. 

This REI Will You Go Out With Me ad is a flawless example of a company promoting something greater than material goods. In the ad campaign, REI asks its customers to set shopping aside and seek outdoor adventurers instead.

 Consumers responded well to this ad, thanks to its clear call-to-action and hyper-targeted messaging. REI shoppers are nature-loving, outdoorsy adventurists, so REI’s “Get Outside” message aligned well with their values.

2. Be Authentic and Put Consumer Needs First

Prioritizing customer needs is another way of saying you understand their desires and expectations. If you fail to do this, your consumers won’t connect or resonate with your ads. Ask yourself: Are my ads making an honest change in people’s lives?

Ask: Is my company keeping its promises and not deceiving consumers? Customers can see right through fake claims or misleading ads. Your ads should remain authentic with messages that reflect your company’s values.     

The more you prioritize your consumers and stay true to your organization’s values, the easier it will be to become more responsible with your advertising techniques.

3. Be Cautious with Controversial Material

Advertisements that discuss societal issues can be a hit-or-miss opportunity because some viewers might interpret them as too controversial, or worse, not in line with their values.

You need to find ways to align your content with GARM standards. This doesn’t mean you should avoid discussing societal problems out of fear that some might interpret them as offensive. Rather, you need to remain cautious and serve inclusive, culturally appropriate ads that convey the right message.  

Improve Your YouTube Advertising Campaign with Channel Factory

Responsible advertising allows brands to connect with customers on a deeper level while staying true to their brand image. If you’re running a YouTube campaign and need viable solutions to improve your advertising efforts, Channel Factory can lend a hand.  

Our contextual alignment solutions ensure that your ads are placed with relevant content that resonates with your target audience.

Get in touch with us to learn more about how we can maximize your YouTube marketing efforts.  

In the world of advertising, video has emerged as a powerful tool in today’s digital landscape. Video advertising is at an all-time high—92% of marketers prioritize video ads for the high ROI potential. 

From high click-through rates to increased lead generation, here’s why video advertising works to drive results and help businesses connect with their target audience.

Why Video Advertising Works

Videos have an innate ability to capture audience attention in a way other advertising mediums cannot. Video advertising leverages short, compelling video content to engage audiences, promote brand awareness, and educate consumers all at once. An average of 90% of marketers say video significantly increases dwell time, traffic, leads, and sales. As a whole, the video advertising industry holds immense potential for growth and innovation.

This is because consumers love video content. It’s easily accessible and available across a wide variety of devices and channels. Digital video consumption is at an all-time high, with demand for branded video content increasing among 91% of consumers. It’s easy to see why—what viewers find on the other end of a click can pay off in many ways, whether that’s increased knowledge, helpful instruction, or even pure entertainment. 

For video marketing, this creates unprecedented opportunities. Unlike written or graphic ads, a single video ad: 

• Meets consumers in the familiar digital spaces they already use
• Works across multiple social media platforms
• Conveys a lot of information in a short span of time
• Can be compatible with mobile, desktop, and other streaming devices at once

Unlike written content or static imagery, video also has the power to captivate customers through dynamic motion, sound, and narrative, making potential customers more receptive to a brand’s message. 

Video advertising often leaves a lasting impression on viewers, increasing brand recall to more than double what it is for non-video ads—which explains why video marketing is on a significant upward trend.

9 Advantages of Video Advertising

Video advertising offers a myriad of benefits to elevate marketing efforts. Here are eight key advantages of the video advertising revolution:

1. They’re Easy to Share

One of the greatest advantages of video advertising is its inherent shareability. With just one click, users can share videos with their friends and family, generating organic exposure. In a world where our collective attention spans are getting shorter every day, it makes sense that videos would get shared more than other forms of advertising—They’re able to convey a lot of information in a short amount of time.

2. They Have a Greater Potential to Go Viral

Because videos have become such a popular way to share information, the most engaging among them has the potential to go viral and rapidly expand a company’s reach in an impressively short period. 

Some of the best video advertising examples feature familiar concepts such as pets, DIY recipes, familiar faces, and inspirational stories that aim to connect and inspire, increasing the likelihood users will share them. 

3. They’re Educational

From product tutorials to informative explainers, videos are the ideal medium for educational content. The vast majority of audiences, 72% to be exact, prefer video over text when learning about a product or service. Well-made videos can help to establish a brand as an industry authority through step-by-step guides or with content that engages viewers from the comfort of their own homes.

4. They Boast Higher Click-Through Rates

Compared to other forms of advertising, video ads consistently draw more clicks. Users are more likely to click on an interesting thumbnail to explore further. Videos are naturally more interactive and engaging than other advertisements, which can compel viewers to take action to visit a website, check out a landing page, or even make a purchase. 

5. They’re Accessible and Familiar

A significant reason why video advertising works so well is its ability to meet audiences where they are. Mobile users are able to engage with videos anywhere they have a connection. 

Videos can be found on social media platforms, video-sharing websites, and mobile apps, and can be seamlessly integrated into a variety of digital environments. A brand’s message can reach the right audience regardless of the audience’s preferred platform or device. 

6. They Establish Credibility

Videos help businesses to showcase their services and expertise with appealing visuals and valuable insights. With video ads, there are numerous avenues to demonstrate authority and credibility using every facet of production. 

Content can demonstrate solutions, present testimonials, and tell a story that builds trust and authenticity with viewers. Ultimately, this can go a long way in developing a positive perception of a brand. 

7. They’re Excellent for SEO

Search engines like Google boost search results that feature excellent video content. Why? Because they know it enhances the user experience. 

This means video advertisements are a powerful way to drive organic traffic. By optimizing videos with relevant keywords, whether that’s through titles, descriptions, or transcripts, brands can significantly increase their site’s visibility and rank higher in results pages. 

8. They’re Digestible

As the demand for bite-sized information grows, video advertising offers an increasingly concise way to deliver engaging content in a potent package. In seconds, videos can convey complex information and deliver key messages, all while evoking emotion and capturing audience attention. 

In fact, short-form videos are largely the most engaging. The ability of video ads to condense information into one visually appealing format more effectively ensures that a brand’s message can resonate with users. 

9. They’re Highly Profitable

Compared to static ads, dynamic video ads boast a 48% higher sales conversion rate. Viewers are four times more likely to turn to YouTube for information about a brand, product, or service than other sources and two times more likely to make a purchase if they saw a product featured in a video.

Much of this is due to the value of video content, both in building trust with your audience and targeting consumers through personalized content. Videos are a great way for viewers to see a product or service in action, which can do a lot to convert them to make a purchase. 

Enhance Your Video Content

The world of video advertising has advantages that are only expected to expand as the digital world evolves. The right marketing strategies can elevate your video content, maximizing brand recognition and enhancing user engagement. 

Channel Factory understands why video advertising works—and how to leverage your content to boost your brand. Discover how we can help your YouTube advertising efforts. 

Contact us for more information and to get started with a more powerful video campaign strategy.

It’s no surprise that YouTube Shorts are becoming increasingly popular.

As digital marketers continue to experiment with short-form content to attract, nurture, and convert their target audiences, YouTube Shorts advertising campaigns provide an incredible opportunity to boost sales and increase brand awareness.

But what exactly are YouTube Shorts? And how can you run ads on them? This article examines both questions in-depth to help you understand one of the more powerful advertising trends taking YouTube by storm in 2023.

What Are YouTube Shorts?

YouTube Shorts are short-form, vertical videos created with a smartphone that upload directly to the YouTube app. Since their global release in 2021, they have become one of the platform’s most innovative phenomenons. As of June 2022, YouTube Shorts have reached 1.5 billion monthly-logged users.

What makes them valuable is that advertisers can customize, edit, and present content as they see fit. Within a few seconds, you can present your brand to your desired audience. The platform’s built-in creation tools allow you to:

• Add and customize music
• Shorten or increase video length
• Record videos at different speeds
• Experiment with distinct filters
• Do a voiceover
• Upload previous videos or record with your camera

Regarding length, they can run up to 60 seconds. You can also combine several videos into a one-minute clip. Advertisers utilize Shorts to grab an audience’s attention, provide valuable content, and promote a regular channel.

What Are YouTube Short Ads?

YouTube Short ads are 15- to 60-second advertisements that air between YouTube Shorts. Announced by Google last year, Short ads allow advertisers to reach new audiences through bite-sized content that is engaging, relevant, and straight to the point. When users stream content, the ads appear between one YouTube Short transitioning to another.

Some see YouTube Short ads as a response to TikTok’s success with short-form content, which allows users to view product offers incredibly easily. With this change, advertisers can use YouTube to drive product awareness and increase company revenues.

Unlike long-form videos—which is what users are typically accustomed to—ads on YouTube Shorts are designed with simplicity. It shouldn’t surprise any advertiser how successful short-form content can be when it comes to facilitating brand recognition and increasing customer loyalty.

If you operate an e-commerce company that runs shoppable ads and don’t have a strong presence on TikTok, YouTube Shorts ads can be a great alternative for increasing conversion rates and product sales.

3 Key Benefits of YouTube Shorts Advertising

It can be difficult to gauge measurable success with YouTube Shorts advertising campaigns, given this is a relatively new phenomenon. However, since Shorts get 50 billion daily views, there’s a massive marketing opportunity here.

Plus, because most people spend time researching products and offers before making a final purchasing decision, high-quality video content can influence buying decisions and increase brand recognition.

Here are some additional benefits of running ads on YouTube Shorts:

1. You Can Use Audience Targeting Features

In the world of advertising, it pays to have a detailed customer persona when launching targeted campaigns. With YouTube Shorts, you can leverage audience targeting features to ensure your target customers view your ads. Furthermore, you can use filters and tags to target viewers by age, gender, and location.

But the features don’t stop there. You can also examine your audience’s search queries and the topics they are invested in. Not only does this mean YouTube is a valuable social media engine, but you can deliver your brand message to a specific audience.

2. They Are Cost-Effective

The average YouTube ad can cost anywhere between $0.10 and $0.30 per view. The exact cost depends on these factors:

• Bidding amount
• Targeting
• Ad formats

Shorts often provide advertisers with a better return on investment compared to other forms of advertising. By creating ad content with a clear call-to-action that resonates with your audience, you’ll maximize conversion rates and sales.

3. Shorts Do Not Expire

Unlike Instagram stories, Shorts don’t expire, making it easier for advertisers to establish long-term brand awareness with their ads. If you have a user browsing through your videos, they can see all your uploaded Shorts and gain a solid understanding of your products and services.

Not only does this facilitate audience reach, but over time you’ll ramp up engagement rates on your channel.

Is Advertising on YouTube Shorts Worth It?

It’s easy to remain dismissive of a digital trend that is still in its infancy, especially when it involves video marketing. However, marketers who advertise on Shorts can harness short-form content and the popularity of YouTube to tap into a new market by reaching online users who tend to convert into long-term customers.

By creating and customizing interactive ads that are engaging and relevant, you facilitate audience interaction and present the authentic side of your brand. Finally, because Shorts are eligible for monetization, content creators can keep up to 45% of their allocated revenue from viewership rates.

This means the demand for Shorts will continue to grow—making it a vital marketing tool for advertisers competing for audience acquisition and company growth.

Expand Your YouTube Reach with Channel Factory

The digital world is buzzing with YouTube Shorts advertising campaigns. Now is the time to leverage this new phenomenon and find ways to expand your audience reach and increase brand recognition. Channel Factory puts you in the driver’s seat of your marketing campaign.

We can help you align your ads to the right content and consumers.

Get in touch with us to see how we can maximize your specific marketing campaign.

With summer right around the corner, now is a great time to dive into the summer advertising trends marketers should expect in the second half of 2023. As any advertiser will tell you, trends are incredibly useful in the digital advertising landscape.

They help us understand how brands reshape their marketing strategies, and provide small glimpses of the future of digital marketing. In this article, we discuss where advertising is heading and how the changes will shape the course of marketing going into the second half of the year.

What Is Advertising Like in 2023?

Advertising is constantly changing, so knowing exactly what lies ahead is difficult. Furthermore, social, economic, and digital factors come into play when predicting future advertising trends.

So what is it like advertising in 2023?

As we read below, advertising in 2023 is about keeping up with the demand for innovative content, audience participation, video trends, and technological changes that disrupt traditional marketing efforts.

The Top 7 Summer Advertising Trends for 2023

Because digital marketing is constantly changing, marketers must get creative to facilitate customer loyalty and increase brand recognition.

To help your company stay relevant in a sea of fierce competitors, here are seven advertising trends you should expect this summer and beyond:

1. The Rise of Artificial Intelligence (AI)

It’s no secret AI is disrupting our economic landscape, forcing us to re-evaluate how we approach and distribute our work.

Innovative tools like ChatGPT and Jasper can whip up informative content without human interference, making them vital tools for marketers who seek new opportunities to engage and nurture target audiences.

AI-powered technology can also analyze consumer data and produce mesmerizing visual content within seconds.

2. Instagram Reels

Instagram continues to dominate the digital media landscape, especially among the younger generation. As of 2023, Instagram boasts 41.4 million Gen Z users. Reels provide a layer of authenticity for brands, allowing users to get a behind-the-scenes look at their company.

If Instagram wants to continue to improve the user experience and compete with TikTok as a video-based platform, reels will remain critical in their efforts.

3. Short-Form Video Ads

Short-form videos remain one of the most important video streaming trends, and advertisers are taking notice when strategizing their summer marketing campaigns. HubSpot reports that 90% of marketers plan to maintain their investment in short-form video content.

Additionally, short-form video has a return on investment of 30%—higher than any other social media strategy.

What are some examples of short-form video ads? YouTube-sponsored content, YouTube shorts, and product teasers are just the tip of the iceberg. To summarize, short-form video content will remain pivotal for cultivating brand recognition and increasing audience engagement.

4. Influencer Marketing

It’s no surprise that social media users continue to value authenticity and credibility when engaging with a brand. Influencer marketing is about fostering authentic and genuine connections with followers, turning a portion of them into loyal customers. In 2022, influencer marketing had a value of $16.4 billion USD.

Nowadays, users demand relatable and relevant content while answering their questions. Influencers can resonate with followers and earn their trust with branded content. Heading into the summer, expect that to remain the case.

5. The Use of Interactive Content

In 2023, interactive content will become critical to facilitating audience engagement and brand participation. Interactive material is content designed to encourage audience engagement and capture their attention. These can include videos, animated infographics, and quizzes.

To give you an idea of what this looks like, TikTok released their interactive add-ons, and Spotify launched CTA cards for podcast ads, making it easier to learn more about the services you’re invested in.

Brands will rely on interactive content to ensure consumers feel seen, heard, and valued.

6. Native Advertising

What makes native advertising a pivotal marketing tool is it doesn’t resemble traditional advertising at all—which means these ads are unlikely to disrupt consumers or discourage them from interacting with your brand. Since they’re less intrusive and can be customized to fit any platform, native ads can facilitate audience reach.

What about its popularity? Well, native advertising spending is projected to grow by 12.5% in 2023. Native advertising (such as in-feed videos) helps companies incorporate a brand message into existing content, a critical move for increasing brand awareness and audience interest.

7. User-Generated Content

The world of digital marketing is governed by trust and authenticity, which means user-generated content will remain pivotal in 2023 as advertisers examine ways to cultivate trust. Plus, user-generated content allows consumers to take an active role in the growth of a brand, instead of operating merely as spectators.

Remember, consumers are 92% more likely to trust peer recommendations when it comes to purchasing. User-generated content will continue shaping how marketers and advertisers engage and nurture targeted audiences.

Adapt to New Trends with Channel Factory

Advertising trends will continue to change. As we approach summer, advertising companies will need to re-examine their campaigns and make crucial changes if they want to nurture the right audience with relevant ads.

Fortunately, Channel Factory is committed to maximizing the effectiveness of your advertising campaign with our contextual targeting solutions.

Want to learn how? Reach out and see how we’ve helped high-performing companies optimize their campaigns.

Advertising campaigns can get complicated. When executed well, they can generate sales, increase consumer loyalty, and elevate brand awareness. However, some advertisements become memorable for controversial reasons. 

In this guide, we’ll take a look at some of the most controversial ads over the last five years. We’ll also discuss the pros and cons of controversial marketing. 

4 Examples of Controversial YouTube Ads

An ad is too controversial if it causes negative reactions with its offensive, tasteless, or harmful content, or if the ad’s environment is offensive, regardless of the ad’s content. According to a CMO Council survey, 48% of adult consumers would rethink purchasing from a brand whose ads run alongside offensive content. 

Let’s take a look at four examples of controversial YouTube ads.   

1. Nike: “Just Do It” (2018)

One of the most widely-talked-about ads was Nike’s Just Do It commercial with former NFL player Colin Kaepernick. The ad spoke volumes about self-preservation and belief in oneself. However, many viewers didn’t respond well to the casting decision in light of the spokesperson’s controversial actions of kneeling during the national anthem.  

2. Gillette: “We Believe the Best Men Can Be” (2019)

Gillette’s We Believe the Best Men Can Be is a classic case of more harm than good. While the ad does a solid job of raising awareness of toxic masculinity (through various behaviors), some felt the commercial generalized men, prompting negative responses from viewers. The message had good intentions, but the execution was poor. 

3. McDonald’s: “Dead Dad” (2017)

To some, McDondald’s Dead Dad commercial came off as insensitive for using a grieving child to promote fast food products. Sure, the ad did a great job of tapping into the emotional side of viewers, but the idea of using psychological grief for service promotion left a bad taste in some people’s mouths. 

4. Tesco: “Nothing’s Stopping Us” (2021) 

In 2021, Tesco released their Nothing’s Stopping Us holiday ad, featuring a Santa Claus with a vaccination passport so he didn’t have to be quarantined. As you can imagine, the ad sparked controversy, especially from vaccination skeptics.

Tesco did a great job combining a catchy tune with holiday joy to give viewers a memorable ad. However, the company ignited controversy by bringing up a topic that sparks divisive attitudes.  

Controversial Advertising Tactics

Controversial ad campaigns can be cost-effective in helping helps brands rise above the competition. However, if you get too controversial, you risk alienating your consumers while causing sales to plummet. If you decide to get creative with your marketing campaign with some controversy, it’s vital that you follow some standards.

Here is what you need to understand about running a successful campaign built on controversy:

1. Focus on Conversations

Find a creative way to get people talking about your brand without straying from decency; this means avoiding topics such as politics, religion, war, or anything sure to evoke anger and hostility. The key is to increase viewership and brand recognition without causing an unnecessary uproar. 

2. Align with Brand Values

Releasing a controversial ad can be a smart tactic if you find a way to tie it back to your brand’s values. How can you remain authentic? What underlying message do you want viewers to take away from your ad? Nike’s “Just Do It” 2018 ad featuring professional athlete Colin Kaepernick is a prime example of smart controversy.    

 

While the company featured a sports figure who faced national scrutiny, Nike stuck with its brand message of bringing inspiration to every athlete. 

3. Have a Crisis Plan Ready

Sometimes, controversy won’t pay off. When negative receptions overflow your company’s social media pages, have a crisis plan ready; this means taking appropriate measures to mitigate any reputation damage. 

Identify company personnel responsible for responding to the backlash. Remain empathetic when responding to consumer complaints. Finally, ensure you consider feedback from customers for future campaigns. 

Controversial ad campaigns are tricky. While your company can use them to incentivize consumer conversions and make a memorable impression, they can also destroy your brand’s reputation in the long run. So when is the right time for you to take risks? 

If your company can tap into popular discussions as part of a marketing strategy to increase engagement without causing harm, then take the risk. Remember to remain authentic by aligning your content with your brand’s image. 

Maximize Ad Performance with Channel Factory

The most controversial ads leave memorable impressions on consumers. The key is to assess your intentions, remain true to your brand’s values, and respond appropriately if your ads cause public harm.

Channel Factory can help your company remain true to its image. Our contextual targeting solutions ensure your ads run with relevant content that makes sense for your brand.   

Contact us today to discover how we can help your brand succeed!

Do you know where your audience spends their time online or what platforms they use?

Like most marketers, you’re probably always looking for innovative ways to connect with your target audience and increase brand awareness. But have you studied your ideal customers’ online patterns? Do you know how to find your audience on social media? 

To figure out how to find your target audience, you first must learn which platforms your audience frequents, what content they consume, and how they interact with your brand. This requires some brainstorming, a little detective work, and an in-depth analysis of your website’s analytics.

In this guide, we’ll walk you through everything you need to know about how to find your target audience online so you can tailor your marketing campaigns to them. 

How to Find Your Target Audience on Social Media and Elsewhere

As an advertiser, you must comprehensively understand your audience’s digital behavior to nurture and convert them into loyal brand customers.       

Here are five methods for finding your target audience online. 

1. Identify Your Target Persona

Before you can try to figure out where your target audience is, you have to first figure out who your target audience is.

In the complex world of marketing, defining your customer persona is essential, yet many marketers fail at this. An annual report found that only 42% of marketers know the demographics of their target audience. Without defining your consumer base, your advertising campaigns will certainly fail. 

To identify your audience, ask yourself questions about your ideal customer base. 

Get specific by asking:

• What is the age range?
• Where do they live?
• Do they have kids?
• What is their educational background?
• What are their interests, needs, and goals?
• What’s their gender?

2. Discover Which Social Media Platform Your Audience Frequents

Defining your customer persona is the first step in finding your target audience. The next is figuring out which social media platforms they frequent. Learning how to find your audience on social media can be tricky if you use a mass-marketing technique that aims to be active on all social channels. Chances are, your audience doesn’t frequent everywhere.

Your audience will latch on to one or more platforms as their main online hangout spots. You can use social media insights to assess which platforms and content resonate most with your target audience. This will help you determine the best content to produce and where to put it.         

For example, if you’re in the home and garden industry, you may want to use videos as your content type because gardening naturally lends itself to “how-to” videos that would work great for a platform like YouTube.

Of course, you’ll only want to focus your efforts on social media platforms your target audience uses; there’d be no point in creating stunning graphics if most of your target demographic is exclusively on TikTok.

Determining the social media channels you should target will help you narrow down the type of content you’ll want to produce. It’s a stepping stone in your journey toward increasing customer loyalty.  

But oftentimes—somewhere in the Venn diagram of where your audience hangs out and the types of content your brand fits naturally—lies a platform that checks all the boxes. 

3. Examine Your Competitors

Chances are good that at least a few of your competitors are succeeding when it comes to customer conversion rates and brand recognition. Why? Because they understand where their target customers are online and how they operate in a digital atmosphere. The key here is to examine their strategies in depth and then replicate their successes. 

What platforms are they advertising on? Who are they addressing? What messaging tactics do they use? Identify any opportunities to improve your reach so you can get a solid idea of where your audience operates. 

4. Submit Customer Surveys

Your existing customers can provide your business with valuable insights into your target market, especially information about the channels they use. 

By surveying current customers, you’ll have a better understanding of their channel preferences and the kind of content they consume. Do they prefer longer video product tutorials? Or do they prefer to consume content in short snippets? Do they have any favorite websites they visit? 

Tailor your questions to identify valuable information on consumer trends and practices. 

5. Analyze Website Traffic

Dive into the traffic analytics for your website. Specifically, determine who is visiting your site, what the typical bounce rate is, and your current conversion rates. You should also determine where your users come from (referral sources, social media links, industry sites, etc.). 

Knowing where your website traffic is coming from provides a good indication of where your target audience spends their time. 

Discover Your Audience with Channel Factory

Once you’ve learned how to find your target audience, the next step is to modify your marketing strategies so your ads run alongside relevant content. Channel Factory can get you started. With our contextual targeting services, we can maximize your brand’s recognition by ensuring the right content is paired with your advertisements.

Leverage the power of audience targeting by contacting us for more information.

YouTube is the second-most popular search engine after Google. Users upload approximately 500 hours of video to the site every minute. Viewers watch around one billion hours of YouTube videos daily. 

Understanding consumption patterns is critical for creating and implementing marketing strategies if you’re an advertiser. But what do people like to watch on YouTube, and how can you capitalize on content trends to connect with your target audience?

What Is YouTube’s Influence on Content Consumption?

YouTube maintains a firm grip on digital consumption, with users logging on regularly to view what’s new on the platform. Here are a few facts to help understand its global influence:

• Users perform roughly three billion searches per month
• Viewers spend about 29 minutes on YouTube per visit
• Approximately 25% of US adults rely on YouTube for the news
• About 68% of YouTube users used the platform to make a purchase decision

Best Types of YouTube Videos

As video consumption evolves, advertisers and content creators must keep up with new demands to reach members of their target audiences. While there are several content types you can pursue, here are some of the most popular types of YouTube videos:    

Video Tutorials

Content tutorials teach viewers how to perform a particular action. Helpful tutorials address customer pain points by offering accessible solutions. 

When a consumer has a problem, a brand can provide an answer using a visual method that’s easy to follow. Video tutorials can also help content creators establish their authority in specific industries.

Product Reviews

Product reviews are classic advertising techniques that help brands build trust with a dedicated client base. You can also influence consumer purchase intentions by drawing attention to a specific product. Finally, product reviews can increase your subscriber rate by bringing in additional viewers who stumbled upon your channel. 

Behind-the-Scenes Videos

Behind-the-scenes content provides viewers with an inside look at a company’s culture. They can also use this type of content to humanize your brand, offering an in-depth assessment of your company’s daily operations. Going behind the scenes can provide a light-hearted feel that appeals to consumers.

YouTube Audience Traits

All types of people consume video content through digital platforms, meaning video trends on YouTube constantly change. However, you can examine some consumer traits to maximize the effectiveness of your content distribution.

Time of Day

For optimal viewership, determine when your target audience will be on YouTube. Ideally, you’ll want to avoid posting content in the middle of the day when viewers are probably busy with work or attending school. Aim to post during evening hours once people have settled down for the day.

Desktop vs. Mobile

Mobile devices are increasingly becoming the go-to for YouTube viewership. In the second quarter of 2021, mobile accounted for 63% of YouTube viewing time. Viewers can also quickly share content with others when viewing on mobile, which can boost brand awareness. 

Age Range

YouTube’s age demographics remain diverse. According to the Pew Research Center, 83% of adults ages 50 to 64 use YouTube. Consumption patterns go up to 95% for those between 18 and 29. 

Not surprisingly, media consumption habits are changing with the younger generations. Generation Z is the first to rely on something other than TV as the primary form of media consumption. Advertisers will need to adjust their media strategies to engage them.     

Dispelling Common YouTube Myths

Like any major platform, YouTube is not immune to misconceptions and myths. Here are three falsehoods about the site: 

1. Longer Videos Rank Higher

Longer videos don’t necessarily rank higher; rankings depend on the audience’s interests and what they’re looking for when they find specific content. The key to identifying the proper length is assessing your brand and determining how to cultivate a positive experience for the viewer.

2. A Single Video Will Destroy Your Channel

At some point, a content creator will probably upload content that isn’t well-received by the target audience. But here’s the good news: Having one video flop is part of the advertising journey, and likely won’t destroy everything you’ve been working toward with video marketing techniques. Use your experience to improve your content distribution strategies. 

3. Clickbait Is a Must for Views

Clickbait is a false advertising technique in which creators use intriguing text or an attention-grabbing thumbnail to encourage viewers to click on your video. It’s deceptive because the text or thumbnail doesn’t represent the content. While videos may generate high clicks from this tactic, your watch time will remain low, and users may down-vote the content. 

Establish a YouTube Presence with Channel Factory

Video trends on YouTube constantly evolve, so advertisers must adjust their outreach strategies and distribute unique content that captivates their target audience. Channel Factory can help you cultivate your YouTube audience. With the right performance metrics, we can maximize your brand’s performance and re-align your advertising techniques.

Contact us to see how we can help your organization invest its advertising dollars more effectively and see real results.

If you work in marketing, you understand the challenges of optimizing your advertising expenditures to achieve the best campaign results. We’re talking about media waste, when marketers use their advertising budget to reach consumers outside their target range. 

Learn more about the factors involved in media waste expenditures and solutions for optimizing your expenses and improving your digital marketing campaigns.

Exploring Media Waste in Marketing

When brands attempt to reach non-target consumers, their campaigns usually fail. They waste finances, consumers dismiss ads, and advertising teams scramble to pick up the broken pieces. 

Note that there’s a distinction between media and ad waste. Media waste describes how budgeting is used for non-target consumers, whereas ad waste is when a campaign fails to reach its objectives. You can read more about solutions to identifying ad waste here.

Here’s an example: Consider pop-up social media ads on a user’s Facebook feed. Unless you’ve targeted a potential lead, you’ve just wasted a portion of your ad budget attempting to convert an uninterested customer.

Remember that media waste occurs across multiple channels and platforms, including:

• TV ads
• Display ads
• Pay-Per-Click advertising
• Social media ads
• Podcast ads

What Causes Wasted Expenditures in Marketing?

Several causes can result in media waste; let’s examine three critical ones:

1. Poor Audience Targeting

Without detailed audience targeting efforts, you’re likely using your marketing tactics on consumers without a connection to your brand. Successful marketing teams devote their strategies to finding the ideal buyer to elevate their brand and increase sales. With a defined target base, you can avoid low click-through and conversion rates for your organization.

2. Ad Fatigue

Many ads clutter the digital world. According to Zippia, the average American sees anywhere between 4,000 and 10,000 ads per day. Unfortunately, some advertisers rely on creative techniques, including flashy pop-ups, to reduce ad fatigue. 

Most consumers don’t want disruptive content forced upon them. Brands with disruptive techniques fail to expand their audience reach.

3. Focusing on the Wrong Platforms

If you’re targeting B2B (business-to-business) consumers, it’s unlikely that they’ll use Facebook or TikTok. Focusing on the wrong social media channels results in poor brand messaging, lack of consumer engagement, and loss of ad expenditures. With a detailed understanding of your audiences’ preferred channels, your advertising campaigns won’t become a marketing waste. 

Solutions to Minimize Media Waste

Shifting to a zero-waste expenditure tactic is manageable with a solid digital marketing plan and effective targeting strategies. Here are three marketing budget tips to maximize good media budgeting.

1. Develop a Unique Customer Persona

Developing a comprehensive understanding of your buyers is the best way to minimize ad spending waste. When you identify a core target audience that can elevate your brand’s image and increase sales, your marketing team can allocate its advertising budget to areas that bring results. 

Start by focusing on consumer attributes like personality, interests, purchase intentions, subculture, and preferred platform.

2. Adjust Your Branding Techniques

A unique brand identity is crucial for customer acquisition and proper media budgeting. 

Develop ways to connect your brand values to what your consumers want. Additionally, customize your logos to make them instantly recognizable. When you adjust your branding techniques, you’ll attract more customers at a lower cost per acquisition, helping to reduce media waste expenditures.

3. Optimize Your Techniques During a Campaign

Marketers make a critical mistake by waiting until the end of a campaign before making modifications. They’ll have used up their ad budget with minimal returns by then. Dive into your metrics and assess what’s generating your desired campaign results. 

Optimizing during the campaign allows you to devote more finances toward areas generating the desired results. You can also use third-party analytics to track audience insights, including reach, impressions, and conversion rates.

Minimize Ad Spending Waste with Channel Factory

Media waste doesn’t have to derail your marketing campaign. You can create a cost-efficient campaign by identifying areas of consumer value, developing a solid brand, and tracking your results. Channel Factory can maximize your advertising expenses. 

We’ll align your ads with appropriate YouTube content that resonates with your customers and help you make smarter media expenditure decisions.

Learn how to sail past competitors by keeping up with current marketing trends. When you’re ready, contact us to learn more about our solutions. 

Highly-anticipated events such as the Olympics, Super Bowl, and the Oscars allow advertisers to take advantage of high viewership rates by creating memorable ad campaigns. In fact, the 2022 Beijing Olympics averaged one billion ad impressions per day—and their ads achieved a 98% completion rate.   

This raises an interesting question: What characteristics differentiate great advertising from poor brand exposure? Continue reading as we dive deep into seven tactics that make memorable ad campaigns. 

7 Tactics that Make Memorable Ad Campaigns

Successful advertising is about accomplishing three critical objectives: Increasing brand awareness, facilitating audience engagement, and influencing purchase decisions. Events like the Super Bowl tend to average around 80–100 commercials.  When it comes to Oscar advertising trends, the latest ceremony generated $139 million through 70 ads. 

As advertising trends progress, well-established companies will continue to leverage the popularity of annual events to increase brand recognition. With that said, here are seven strategies that result in memorable ad campaigns.

1. Communicate a Clear Brand Message

The average audience doesn’t want to be exposed to complex commercials that dive deep into complicated messaging theories. To stand out from the clutter of poor ads, your message must be brief and simple—yet convey your brand’s unique value. 

Who could forget the classic 2014 Cars.com Wolf Commercial where a couple finds it strange that buying a used car from Cars.com isn’t a complex process? The ad is effective because it conveys the brand’s selling point of taking the drama out of purchasing a used vehicle.

The 2022 Winter Olympics Wealthfront advertisement cleverly combines humor and brand exposure elements by turning it into a 60-second narrative. The investment drama we see is just a setup for the relaxed couple who seem more concerned about french toast. The brand message: Wealthfront provides peace of mind when investing in solid funds over the long run.   

2. Tell a Story

Telling a memorable story involves more than conveying a meaningful message. It’s about establishing a long-term connection with your target audience with a clear beginning, middle, and end. A good story also fosters trust by being entertaining, making it easier to capture your audience’s attention.

Budweiser’s 2014 Puppy Love ad is an example of successful storytelling. In just one minute, we see a heartwarming friendship between a puppy and a Clydesdale horse developing, eventually leading to a satisfying conclusion. The story from this ad reinforces the message that Budweiser brings people together. 

Consider VISA’s 2010 Go World ad as another example of a narrative. The story about a Norwegian coach offering Sara Renner a ski pole to complete her cross-country ski race is heartwarming. Canadians sending the coach maple syrup is a bonus that elevates VISA’s message about bringing people together to cheer on athletes worldwide.

3. Tap into Emotions

Sometimes, it’s important to step away from amusing 30-second ads about beer brands and focus our attention on tackling serious ongoing issues. Commercials addressing societal issues are a great example. The 2015 NO MORE Domestic Violence ad is a powerful advertisement.

The message about domestic violence is clear and concise while resonating with survivors who’ve actually gone through this ordeal. The ad does an incredible job of drawing attention to a very real problem (and the NO MORE organization).

If you want an example of good Academy Awards advertising trends, look no further than Nike’s 2019 Dream Crazier ad. This one also taps into our emotional side. It does so by injecting elements of motivation, inspiration, and courage while raising much-needed awareness about gender equality in 90 seconds. 

4. Harmonize with Modern Values

It’s beneficial for brands to keep up with ideas that reflect our interconnected world. These can include openness, freedom, kindness, community, and diversity. Coca-Cola’s America the Beautiful advertisement from 2014 does a great job of presenting our country’s diverse demographics while promoting inclusion and harmony.  It also reinforces the reality that diversity remains crucial in advertising. 

Nike’s Unlimited Together ad aired during the 2016 Rio Olympic games beautifully emphasizes the need for unity that transcends all aspects of life—the music, gestures, scenery, and stories combined to express a message about support and reliance.   

5. Surprise Audiences

Who doesn’t love a commercial that fools its audiences by adding a clever twist to the viewing experience? Not only is a twist a memorable tactic, but it can also exemplify a brand’s dedication to creativity. Football fans will remember Tom Brady’s Big Announcement for Hulu that aired during the 2020 Super Bowl. 

Hulu capitalized on a football legend’s retirement contemplation by turning it into an opportunity to promote its services (and we won’t comment on how the ad plays today after Brady’s indecisiveness has become a bit less cute.)

Sometimes, you don’t need a twist to surprise your audience. You just need to be clever with your tactics. Take the Chobani TV spot from the 2016 Summer Olympics. In just 15 seconds, the yogurt brand cleverly conveys the message that you can only be great if you don’t allow bad stuff in your body. It’s a subtle-yet-decisive message that resonates with all of us.

6. Establish Credibility

It’s not enough to say that your brand is the best. Credibility needs to be earned. Your company must convey they really know what they’re doing, as consumers can spot a deceitful ad. How does this translate to effective advertising strategies? 

Consider the T-Mobile Home Internet ad featuring actor John Travolta alongside current spokespeople Zach Braff and Donald Faison. Aside from the catchy tune—a parody of “Summer Nights” from Grease—the company did an incredible job at simplifying home internet service and demonstrating credibility by explaining its competitive benefits, including optimized speed and single-cord usage. 

You can also see credibility established in commercials during Oscars ceremonies. The Verizon TV spot released during the 2019 Academy Awards ceremony shows the brand’s capacity to streamline personal communication while breaking down language barriers.     

7. Establish a Clear Tone

Humor is an effective tactic in many memorable ads. However, that doesn’t mean laughter works for every brand. As we’ve seen from the aforementioned examples, memorable commercials can utilize various tones. 

Some brands focus on promoting positivity. Microsoft’s We All Win advertisement from 2019 hits the mark with optimism, hope, and inclusivity. It works because it shows how children who’ve faced significant setbacks can still enjoy what they love…such as gaming.

Here’s another example of a commercial injecting a clear tone: Coca-Cola’s Open Happiness ad that aired during the 2010 Vancouver Games. Aside from the snowball fights (which proved to be entertaining), the message about enjoying the simple things in life injects positivity into the viewer’s mindset. It also demonstrates how Coke provides a subtle refreshment in times of need.   

How YouTube Influences Ad Campaigns

YouTube is an accelerator when it comes to brand popularity and ad exposure. The reactions commercials generate during highly-anticipated TV events are so influential, content creators spend hours reviewing memorable advertisements and modifying their strategies to accelerate audience engagement. This helps advertisers expand their reach, build their brand, and connect with the right YouTube audience. 

And that is our specialty at Channel Factory. Our mission is to help your organization nurture the right YouTube audience and amplify your brand. Annual events will continue to evolve, viewership rates will fluctuate, and consumer demands will indeed change. This means keeping up with future ad trends is crucial to rising above competitors. 

Amplify Your Brand Message with Channel Factory

Memorable ad campaigns are effective because they stick to a brand’s tone, use clever twists to impact audiences, and deliver clear messages with a call to action. Channel Factory is ready to serve you and help you accelerate your brand. 

We help realign your content and deliver quality ads to your target audience. Contact us to see how we can serve you best.