You should be advertising on YouTube

You should be advertising on YouTube

Last week my seven-year-old son cracked the screen on his iPad. Long story short, the kid uses the iPad to communicate with friends and family, for entertainment, and to practice math and reading skills regularly—it’s a big part of his life. Almost instantaneously I started googling for a local repair place. I found a place called the I-fix store (name changed), checked out the website, and then got distracted by the four-year-old who started a flood in the bathroom because he used too much toilet paper. After that mess was cleaned up, I jumped back online to continue my search when I got a notification that one of the YouTubers I follow posted a vid. I decided to take a mom moment and check it out. Now, here is where you care about the story—as I was watching my favorite makeup guru a video ad came on about the I-fix store! I was shook. I am totally used to seeing ads from big businesses that target me, but this was the first time I saw a YouTube ad for a local business. Besides kids, my life revolves around marketing, so I had to know more. I was impressed that they got the targeting down so correctly, and so I started my investigation to figure out who placed the ad.

So, let me ask you a question- how many local businesses do you see being advertised on YouTube? If your answer is none, I am not surprised.

But here is what I think—I think YouTube advertising might be the most underutilized secret weapon out there. Hear me out and check out these statistics:

  • On mobile alone (that means not including tablets, tv’s, and computers), YouTube reaches more 18-to-49-year old’s than any cable or TV network.
  • In 2015, Google reported that 18-to-49- year old’s spent four percent less time watching TV and 74 percent more time watching YouTube.
  • And year over year, people have doubled the time they spend watching YouTube.
  • Based on current trends, Google is estimating that by 2025, half of the U.S. viewers under 32 will not subscribe to a pay TV service because currently:
    • six out of 10 people in the U.S. currently prefer online video platforms to live TV.
    • among millennials, two thirds of the premium online video watched across devices is watched on YouTube.
    • YouTube has 25% more reach than any cable network.

So, to sum it up, people are watching YouTube—everyday. Plus—small businesses ARE advertising on YouTube. In fact, over the last two years, the number of small-and-medium sized businesses advertising on YouTube doubled.

Now statistics are great—but do these ads actually generate leads, or are they simply building top of mind awareness (which at the right price point is worth it too)?

To answer the question, Dentsu Aegis Network reports that like for like ROI is 50% higher in online video than linear TV. Basically, YouTube is the new television advertising option. But here is the thing—it’s better than television because YouTube is part of the Google Kingdom, which means that you can literally target people who are searching for your services and products on Google, or watching DIY content on Google that is relevant to your business. For example, you can target an affluent woman in her 40’s who is searching DIY drain cleaning and/or watching drain cleaning tutorials on YouTube—clearly there is a need and your ad may convince her to just call the professional instead.

Sounds great, right?  But is it affordable? The easy answer is yes! Most businesses start with as little as a $10 a day budget and with the right company managing and maintaining your campaign you can get impressions for as little as $.02 per view and $.45 per click. For example, remember the I-fix store? In one week in June they spent $169, got 376 clicks (at a cost of $0.45 a click), and 8,587 impressions (at $0.02 per view). Also, it is important to note, you don’t get charged unless the viewer watches at least 30 seconds of the ad—which is the standard length of a television or radio ad which you would have to pay for regardless.

Are you starting to get what I mean when I say that YouTube advertising is a local-small business advertising secret weapon? Of course, content is king—you need a well written and produced ad . . . and that is where Contractor 20/20 comes in. Contractor 20/20 has been writing and producing high performing television and radio ads for over 15 years. In fact, personally, I wrote my first radio ad at the age of 13! This is what we do.

Let’s review the facts:

  1. YouTube advertising is affordable.
  2. YoutTube advertising is effective.
  3. YouTube advertising uses Google advanced targeting.
  4. YoutTube advertising has a better reach than cable advertising.
  5. Your customers are watching YouTube.
  6. Contractor 20/20 knows how to write and produce high performing ads.
  7. We KNOW how to manage and maintain your campaign to get you the most for your money.

What are you waiting for? Give us a call now and let’s take advantage of this prime advertising option!

Emily Morosi