The way and what Australians are watching continues to shift with more than eight million Australians streaming YouTube on their connected TV screens in March this year, according to a virtual YouTube Brandcast for advertisers and agencies.
YouTube is reaching more than 16 million Australians a month, or 84% of the adult population.
Google Australia’s managing director of sales, Rhys Williams, said Australian YouTube viewers who tuned in on TV screens in March 2021 engaged with videos that were 30% longer than those viewed on mobile and desktop - and their average watch time was more than 1.5x longer.
“YouTube is where passions become popular, as we all explore content that speaks to us, finding common ground with like-minded fans from across the fence and across the world. Whatever you’re into, you can find it on YouTube, and this creates a unique environment for advertisers to connect with switched-on audiences,” he said.
With the rise of Connected TV, YouTube will soon launch a new, innovative ad format called Connected TV, Brand Extensions in Australia.
These interactive ads allow people to click on a button within the ad they’re watching on TV, which sends a link immediately to their mobile device. For advertisers, it combines the reach and storytelling of traditional TV on the big screen with digital to capture attention and drive engagement with audiences they care about.
YouTube Brandcast was headlined by Australian Troye Sivan, who has more than seven million subscribers and more than 1.3 billion total views on his YouTube channel,.
He was supported by Brisbane First Nations singer, songwriter and producer Sycco. They were joined by popular YouTube creators Miller Wilson [1.22M subscribers] and Chloé Hayden [42.9K subscribers], and New York Times journalist, filmmaker and YouTube creator Johnny Harris [1.81M subscribers].
YouTube culture and trends lead for APAC, Ash Chang, said the way people watch video had shifted and YouTube was at the forefront of this - with content, channels, artists and creators who redefine what mainstream culture and content looks like.
“It’s the viewers and creators who make YouTube special. People from diverse backgrounds come together to cultivate knowledge, connection and community. So, whether you’re from Bourke or Blenheim, you’ll find your type of people on YouTube,” he said.
Advertisers and agencies including Samsung, Tourism New Zealand and Dentsu, spoke about how they were using YouTube to reach consumers and achieve significant campaign results.
CEO of Dentsu Media ANZ, Sue Squillace, said of a recent campaign for BWS that YouTube drove significantly higher ROI than any other channel.
A recent campaign for Tourism New Zealand (Stop Dreaming and Go) that experimented with the latest YouTube formats and features also reached two million potential travellers in just one week, saw a 13.5% increase in brand lift, and contributed over 35% of unique reach coming from the TV screen from May to July this year.
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