Here we are on the pLAYmARKETING blog with a new appointment, where we’ll advise on improving your video strategy, leveraging not only traditional TV but also digital platforms like YouTube. The inspiration for today’s content comes from an article by Think with Google.
Why is it important to study a video strategy beyond TV?
Streaming services were already on the rise, but the recent pandemic has accelerated this evolution. It’s now clear that users are spending more and more time watching digital videos, while television is becoming a secondary medium.
Even the habits of Italians have changed radically: in Italy, video consumption via streaming corresponds to 50%, an impossible figure to ignore. For this reason, YouTube and other platforms can no longer have a merely marginal role; it’s necessary to study complementary video strategies between digital and television.
Video strategy performs better when integrated
It’s unthinkable to plan a video marketing campaign solely using television: this medium is losing influence, not only among the younger generation but also among older generations. To achieve satisfactory coverage, it’s necessary to think of a strategy that integrates television and digital video.
When aiming to reach as many people as possible, it’s impossible to ignore YouTube: this platform reaches 36 million users in Italy every month. Aware that their audience is increasingly connected, brands invest not only in TV but also create videos specifically designed for YouTube, using tools like bumper ads and TrueView for reach.
Higher coverage, lower costs
Another very positive aspect of a strategy based on digital videos is the reduced cost compared to TV advertising. This reduced cost corresponds to an audience more in line with your product/service, without wasting money!
Through machine learning, YouTube allows for a broader reach at the lowest possible cost: unthinkable for television. Advertisers have the power to place their ads on the most-viewed channels in YouTube Italy, with the assurance of reaching interested users.
A growing audience, starting with age
For years, it has been said that YouTube and similar platforms are mainly used by the young, while television is still very important for the “mature” audience. However, this argument makes less sense over time: digital campaigns launched in recent years by companies demonstrate that people’s behaviors outside of television are changing, and users are increasingly shifting towards digital. In short, even the more mature audience is no longer exclusively devoted to television.
In conclusion, it’s crucial that a video strategy maximizes both TV and digital, including YouTube, to reach an engaged audience.
Are you aware of the benefits of an integrated video strategy? Contact us to rely on our team of professionals!
