Content marketing, and in particular online video, is primed to be the next big growth area in digital marketing. PWC believe the sector will even outpace the expansion of mobile advertising. According to Nielsen, 64% of marketers expect video to dominate their marketing over the next 2 years and, as a result, investment into video is forecast to grow 25% YoY for the next 5 years to become an industry worth £717m.
YouTube conducted a study of 18-34 year olds and saw that they chose brands that engage them, relate to their passions, provide choice and can entertain them. In the states, YouTube reaches more 18-34 year olds then any cable network. This same group use YouTube to explore their passions, learn about products, and to look for information from likeminded individuals.
While the top 500 Brands on YouTube have grown their monthly views by 70% the 18-34 year olds multitask/screen less when they are on YouTube then when they watch television. This has meant that YouTube is now seen to influence recent purchasing behaviors more than TV… a trend that will continue into other age categories.