Ebook

The link between content alignment and success on YouTube

The kind of content an ad runs against has a huge impact on the way a person reacts to it. It’s true on television, in magazines, and now – more than ever – online.

With more than 400 hours of video added to YouTube every minute, there’s an incredible breadth of content for brands to advertise against. But how are they to know what to advertise against? With so many videos to choose from, how does anyone know who’s watching what? Historically, there’s been no way to determine what types of video content brands should align with – until now.

At ZEFR, we have unique video technology that allows us to understand the content of every video uploaded to YouTube. We organize YouTube by content segments – over 13,000. This allows brands to align their ads with the specific type of content a person is seeking out. Pairing ads with relevant content delivers a better experience for users and brands, and for the first time, we’ve mined the data to discover what content works best for various brand verticals to advertise against. The idea is to align ads with the right content, hence the name of the project – The Alignment Effect.

What we discovered was an interesting blend of results of what works. Some content area/brand matches you might expect, and some that were surprising. For example, segments like food challenges and 4th of July Parties worked well for CPG brands. That was expected.  But premium entertainment content – like Aziz Ansari and Swedish House Mafia – also delivered strong results. Within the entertainment vertical, we saw both traditional entertainment content and content unique to YouTube perform equally well. Traditional stars like George Clooney and Adam Sandler appear alongside personalities that were born on YouTube – Miranda Sings and Sam Tsui. The traditional definition of “entertainment” has broadened, and brands can (and should) take advantage of the content emerging in the category.

CPG example

Great content is everywhere on YouTube, and audiences go where the content is. By showcasing what types of content work best for brands, we can create better outcomes for advertisers and a better experience for consumers – helping to drive optimum success on the platform.

Click here to download The Alignment Effect for a deeper look at what kind of content works for brands.

Danielle DePalma, Lionsgate