What we know about marketing on YouTube

Looks at YouTube's huge potential reach across multiple digital devices, including among younger audiences, and how it is evolving its offer to meet new consumer, influencer and brand needs.

As a well-established online video sharing platform, YouTube has huge potential reach across multiple digital devices, including among younger audiences. It is evolving its offer to meet new consumer, influencer and brand needs with the introduction of Shorts, creator tools and shoppable ad formats. It is growing in audio and competes with TV for audiences, though video ad attention and completion can be a challenge due to the nature of the platform, its ad formats and the devices it is most viewed on. Advertising should be tailored to the online video context, with evidence that “right brain”, emotional storytelling ads...

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