Germin8 study: Online education, video streaming ruled YouTube ads during Covid

image-Germin8-study-Online Education and Video Sreaming dominated YouTube Ads during Covid-MediaBriefWith the countrywide lockdown and people practicing social distancing, brands like Netflix and Udemy are investing in their maximum limits in Youtube ads so that their services can easily be availed by the users.

Social media intelligence  provider Germin8 has come with their recent research report on “The Surge of YouTube Ads amidst COVID-19”.

The report on ‘The surge of Youtube Ads’ highlights how brands are investing heavily in Youtube Video ads.

Germin8 has collected a sample of 200 real-time Video Ads running on YouTube over a period of one week.

These Ads were collected from the videos that were listed either on the Home or Trending section of YouTube and from multiple browsers so as to minimize the user bias.

Each ad was studied to understand the context of the ads and also about the organizations actively investing in them during the Covid-19-related lockdown.

The ads were segmented under themes, sectors, frequency, and Covid-19’s influence in their communication. The report was written by a team of research analysts to ensure greater clarity of data.

The report basically highlights how Youtube ads were dominated by two sectors which are Online Education and Video Streaming platforms.

Online education websites like Udemy, Unacademy, upGrad, Greatlearning, Datacamp.

image-Covid-context ads on YouTube- Top Online Edu brands advertising - Germin8-MediabriefUdemy had the highest number of ads and on courses like Sketching, Python, Personality Development. In many ads, it ran an offer of 90% Discount on courses catering to the needs of students as well as working professionals.

image-Covid-context ads on YouTube- Top VIdeo Streaming brands advertising - Germin8-MediabriefNetflix and Amazon Prime had the highest number of ads in the video streaming space. Netflix had the maximum Share of Voice. They invested heavily in promoting their series like Locke & Key, Ghost Stories, 6 Underground, and Sex Education.

In the research it was also observed that some organizations used Covid-19 related communication in their ads, urging people to stay  home. Out of 65 distinct organizations, 9 have created their ad content around Covid–19.

image-Covid-context ads on YouTube- Germin8-MediabriefIt can be observed that the organizations who deal Offline ran more ads using the Covid factor when compared to the ones who provide Online services.

Germin8 Insight: Organizations that deal offline but wish to be in the eyes of the users must adapt their communication to Covid-19 or run a campaign instead of creating the content which is completely dedicated in promoting their products or services. Investing more now can easily increase their share of voice as only a few institutions are using this strategy

For example- Asian Paints is running #StayHomeStaySafe ad campaign, Vodafone ads urged users to ‘Stay home, stay safe, stay connected’. Nivea India is encouraging viewers to play with their kids at home. Amul ad showed homemade food recipes in regional languages.

More Germin8 insights

Organizations who provide online services can have aggressive approach in running Video ads on YouTube if their services can be availed easily by the users in the lockdown.

Organizations having different variants in their services can do AB testing by different ads for different variants

Educational Institutions whose actual services usually starts in the month of June or July can dare to not wait for the Lockdown period to end and can run ads proactively in order to gain student admissions. Investing more now can easily increase their share of voice as only few institutions are using this strategy

Educational institutions should also be promoting distance educations/webinars to cater to their quarantined audience

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