With the countrywide lockdown and people practicing social distancing, brands like Netflix and Udemy are investing in their maximum limits in Youtube ads so that their services can easily be availed by the users. Germin8, a leading social media intelligence has come with their recent research report on “The Surge of YouTube Ads amidst COVID-19”.
The report on ‘The surge of Youtube Ads’ highlights how brands are investing heavily in Youtube Video ads. Germin8 has collected a sample of 200 real-time Video Ads running on YouTube over a period of one week. These Ads were collected from the videos that were listed either on the Home or Trending section of YouTube and from multiple browsers so as to minimize the user bias. Each ad was studied to understand the context of the ads and also about the organizations actively investing in them during the Covid-19 related lockdown. The ads were segmented under themes, sectors, frequency, and Covid-19’s influence in their communication. The report was written by a team of research analysts to ensure greater clarity of data.
The report basically highlights how Youtube ads were dominated by two sectors which are Online Education and Video Streaming platforms. Online education websites like Udemy, Unacademy, upGrad, Greatlearning, Datacamp. Udemy had the highest number of ads and on courses like Sketching, Python, Personality Development. In many ads, it ran an offer of 90% Discount on courses catering to the needs of students as well as working professionals. Whereas Netflix and Amazon Prime had the highest number of ads. Netflix had the maximum Share of Voice. They invested heavily in promoting their series like Locke & Key, Ghost Stories, 6 Underground, and Sex Education.
In the research it was also observed that some organizations used Covid-19 related communication in their ads, urging people to stay home. Out of 65 distinct organizations, 9 have created their ad content around Covid – 19. It can be observed that the organizations that deal with Offline ran more ads using the Covid factor when compared to the ones who provide Online services. For example- Asian Paints is running the #StayHomeStaySafe ad campaign, Vodafone ads urged users to ‘Stay home, stay safe, stay connected’. Nivea India is encouraging viewers to play with their kids at home. While Amul ad showed homemade food recipes in regional language.
Organizations that deal offline but wish to be in the eyes of the users must adapt their communication to Covid-19 or run a campaign instead of creating the content which is completely dedicated in promoting their products or services. Investing more now can easily increase their share of voice as only a few institutions are using this strategy.
To know more in detail, please find the attached full research report.