YouTube claims 77% higher ROI than TV

Rachael Micallef
By Rachael Micallef | 21 April 2016
Sourced: Google Brandcast 2015

YouTube is looking to target lucrative television spend and boost ads on its channel, with a report claiming 77% of its campaigns have a higher return on investment (ROI) than TV.

According to The Guardian, the report, commissioned is an analysis of 56 case studies, carried out by a several research parties and will be unveiled during the Advertising Week Europe Festival next week.

Among other insights, the report claims that advertisers should be dedicating more than six times their current YouTube budgets to the channels.

The Drum is reporting that report will also suggest that YouTube investment should comprise five to 25 per cent of a total AV budget to optimise the media mix.

It comes days after the Google-owned company took a shot in the war for online video dollars, announcing it's taking two of its popular offerings and combining them, 360-degree footage and live streams.

To launch this feature, YouTube will be partnering with T-Mobile to showcase select acts at the second weekend of the Coachella music festival.

Facebook has also put live video, along with 360 capabilities at the top of its priorities list, with some commentators noting this latest YouTube announcement is a shot at its biggest social rival.

YouTube's chief product officer, Neal Mohan said: “What excites me most about 360-degree storytelling is that it lets us open up the world's experiences to everyone.” “What were once limited experiences are now available to anyone, anywhere, at any time.”

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