Capitalizing on YouTube’s Unique Sports Content to Reach Massive Audience
06 Oct, 2021
YouTube is extremely popular among video seekers from around the world. In fact, sports fans consider YouTube as their most preferred platform, even more than the cable television. Brands and their partner YouTube marketing companies can capitalize on the vast and unique sports content available on YouTube to reach massive audience.
Last year, during the pandemic, when live sporting events were not happening, more and more sports-starved fans turned to YouTube for watching sports related video content. According to the Global Audiences Study 2020 by Google, seventy-nine percent of viewers agree that sports content available on YouTube cannot be found elsewhere. More than ninety percent of millennials who watch content related to sports, use YouTube to do so.
Although live sporting events have returned, fans are still consuming YouTube sports content on their laptops, smartphones and TV screens. YouTube Internal Data report reveals that the watch time of YouTube sports content on television screens, excluding live content, has increased over sixty-five percent year over year.
Sports content available on YouTube is unmatched by other platforms. Apart from regular sports content, YouTube provides behind the scenes sports content and content uploaded by sportspersons. Many sportspersons are posting videos that provide their fans a deeper look into their on- and off-field lives, giving a new meaning to sports content. This helps sportspersons form a deeper connection with their fans. By running a YouTube ad campaign against such an authentic and immersive content, brands can better connect with viewers and drive great results.
On- and off-field content on YouTube is also being created by some digital sports media companies. They are creating long-form storytelling content around sports such as basketball, football, video games, etc., and athletes. Fans are highly keen to watch videos featuring their favorite athletes, and therefore, these videos fetch millions of views and subscribers. Brands can drive huge consumer engagement by running contextual YouTube video ads against such a content.
In order to reach maximum people, a chocolate manufacturing company decided to leverage YouTube advertising for its Super Bowl game campaign. In order to deliver message across all screens where game’s fans were watching, the brand used different YouTube ad formats, which included home feed ads and YouTube video ads on connected TV. The digital video advertising campaign provided excellent results. The brand achieved twenty-four percent incremental reach among its primary audience and a high return on ad spend.
YouTube’s vast and unique sports content offers an excellent opportunity to brands to connect with consumers and achieve their marketing goals.
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