Earlier this month, YouTube had released a data on the time people spend on the platform globally - one billion hours every day. When it comes to India-specific numbers, YouTube released some App Annie numbers which show that mobile is the preferred medium for Indians as over 180 million Indians are watching YouTube every month on mobile.
Watch time in India has grown 400 per cent year on year and 80 per cent of watch time in India comes from mobile. Outlining the need for marketers to look at 'attentive reach' as the new currency for the advertisers at the YouTube Brandcast event, Sapna Chadha, Head of Marketing, Google India and South-East Asia said, "According to a survey we conducted with Majestic Research, using eye-tracking technology we discovered, the first ad in a TV ad break is watched actively by 50 per cent of people while the last one is watched actively by only 13 per cent of viewers. Attention has always been inherent to advertising. But, capturing and keeping attention has never been harder for advertisers."
Chadha also shared that over the years, YouTube captures audience attention by delivering 95 per cent audibility and 93 per cent viewability.
Speaking on how to make advertising more effective online, Jonah Goodhart, CEO, MOAT said, "Everywhere in the world, consumption patterns are changing, making 'attentive reach' the foundation of any digital campaign. Measurability is the key to understanding the efficacy of any brand engagement and we are thrilled to be the first company to independently measure viewability on YouTube."
Sanjeev Handa, VP and Head of Marketing, Maruti Suzuki said, "When you combine a format like a video and you want to reach out to a billion+ Indians, the answer comes naturally and that is YouTube. YouTube allows us to tell the right brand stories to the right audiences helping us capture their attention. Case in point is the launch of the IGNIS which was done simultaneously through the physical as well as digital medium to engage with the millennials and, the results were astounding. On YouTube, the launch was viewed over 10 million times, and 20 per cent pre-launch bookings came from digital in the first 10 days."
Handa further added, "For advertisers to leverage digital effectively, one needs to have deep insights into your consumers, look to target their interests and effectively measure the viewability of the ad."
