Putting YouTube to Work for Your Business

By Kristen Fox, Google

Kristen’s debut column for YSN follows her recent AVB Marketing webinar on the selling power of YouTube. You can hear the webcast in its entirety on— of course! — YouTube.

YouTube is no longer a website reserved for teens watching prank videos or endless clips of cats doing cat things. YouTube is a juggernaut of attention opportunity, and a destination for people seeking all kinds of content to make their everyday lives better.  

People are watching everything from news and movies to educational videos, as well as exclusive YouTube Creator content. And people are watching a lot of content. According to Nielsen raw data, consumers watched 31.6 billion minutes per week on YouTube this past April. 

YouTube has also expanded into subscription services, with which users can stream local TV and even live sports (if that ever becomes a thing again).  

What Makes YouTube Advertising Unique?

With every search and click online, a trail is left behind. We combine information left by users during search with YouTube ad targeting that creates a massive opportunity for retailers to be present on the consumer journey at the right moment.  

We have the unique ability to target people on YouTube who are in the market for appliances, furniture, mattresses and consumers electronics, and deliver exactly the right video ad to drive action for your business. 

Direct Response Video Ads

It’s all about getting the click — and creating digital ads that allow for a direct action to be taken.

As advertisers we can drive clicks directly from video ads, creating conversion-rich moments.  

Are you booking appointments for customers right now? We can create a video ad campaign around those in-market audiences that are likely to convert, and showcase a Book Now call to action.  

With in-store visits still critical, we can highlight your store locations to drive foot traffic. 

How to Start

Have a TV spot? Get up and running quickly by utilizing your existing TV spots. Maintain brand consistency and reach your audience in a new way.

Also, think co-op: Align your retail brand with national brand awareness by using a co-op approved video spot for GE, Whirlpool, LG, Serta, Tempur Sealy and others. 

And consider online-exclusive offers — take advantage of the digital-first movement and drive customers to your website for exclusive, trackable conversions. Capture the sale before your competitor. 

Ready for Help?

At the end of the day, you might not be able to devote the time to getting your video content together, or may not have an in-house resource who can help. No worries! AVB Marketing has created a new YouTube advertising opportunity to make the process easy. Check out the details here.

Kristen Fox is a Strategic Partner Manager, Google Customer Solutions. She joined Google in 2017 following IT and marketing stints at KPMG and The Walt Disney Company, and works closely with AVB/BrandSource, a Premier Google Partner.