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Mobile, YouTube, and User Intent

This content was pulled from Google Partners - North America


It’s no secret that YouTube is continuing to grow rapidly. Research from YouTube statistics shows, “The number of hours people spend watching videos (aka watch time) on YouTube is up 60% y/y.” The takeaway? Your audience and customers are spending more time on YouTube, and it’s crucial to be having  branded conversations with them in this arena in conjunction with other networks.



But it’s not just about where users are — it’s about what they’re using to be there. Specifically, mobile users are starting to dominate the YouTube sphere, with average viewing sessions on mobile being “...more than 40 minutes, up more than 50% y/y.” Additionally, “...the number of hours people spent watching videos on mobile is up 100% y/y” — an incredible and important figure to keep in mind. Of those searches, Google Data from Q1 2014–Q1 2015 in the U.S. showed that “how to” searches were up by 70% y/y. Based on this data, the key question to ask is how do you capitalize on this momentum and effectively reach mobile users on YouTube?

It starts with content; namely, understanding how your product or service positions itself with your users via video. I’d recommend the once you’ve established your niche,  you create  a Video campaign in AdWords to quickly and effectively get your ads in front of your users. You can even integrate Google Shopping with TrueView ads on YouTube to help drive product sales on YouTube if you’ve established ecommerce is your focus. I’d also recommend setting mobile bid adjustments in your campaign’s targeting groups to bid more competitively for mobile users.

You can learn more about the research from YouTube and Google here: https://goo.gl/rRveai

...and here: https://goo.gl/sjtuYm

Do you use YouTube in your advertising strategy? If so, how are you positioning your content and optimizing mobile appeal? If not, why? Let’s get a discussion going!