Over the past 15 years, our media consumption habits have changed dramatically. Since the first video, “Me at the zoo” was uploaded to YouTube, people started turning away from traditional pay-TV services to online video-on-demand platforms. 15 years later, and 1 billion hours of YouTube are watched every day by 30 million users. It opened the door for new business models, channels of engagement and ways to understand what truly matters to the consumers.
YouTube users are incredibly engaged.
The breadth of content available on YouTube is vast. It touches every consumer, their hobbies, interests, and skills that they are willing to learn. All of this is available to anyone across the globe with just a click of a button. Using endless ways to consume the content, viewers can entertain themselves, see different perspectives on life, or get inspiration. Searching for topics of interest is easy, and once they click on a first video in their browser, all of their attention goes straight to watching the content for nearly 22 minutes on average.
It’s not a secret that YouTube became an imperative channel for advertising. It gave brands opportunities to access customers across the globe with just a few clicks of the button. YouTube targeting capabilities allow brands to reach the right audience at the right time. But is it enough to have a successful advertising campaign?
The new challenge for Advertisers and Market Researchers is here.
With such an increase in the amount of content came new challenges for brand managers and advertisers. In this era, we are facing a content overload. As a result, we, as consumers, are easily distracted, have a harder time making decisions, and turning to heuristic cues to analyze information. In the past 20 years, our attention span has dropped 30% and is now less than a goldfish.
These days, to reach the consumers, brands need to stand out in the pool of the advertising clutter and online information content. The advertisers need to continuously increase the bar and develop new creative ways of getting viewers’ attention. Pretesting of the advertising campaigns becomes increasingly essential to increase ROI. It guides decision-makers to choose the most successful campaign and saves time, money, and brand reputation.
The market research industry has a long history of helping brands achieve the success of their advertising campaigns. There are a variety of approaches to predict future ad performance. Focus groups, predictive modelling, eye tracking devices are among the most popular tools. However, they all have one major flaw when it comes to testing digital advertising. They all involve a forced exposure to advertising, which is unnatural to how consumers behave in real life. For this reason, the predictions often contradict the actual market performance.
We have a solution.
Snap is a cutting-edge approach for testing digital advertising. With this solution, we don’t model and predict truths about human behaviour. Instead, we observe and analyze how consumers will behave in real life. Snap gives decision-makers realistic insights on how the new digital campaign resonates with the audience and how likely it would succeed in the marketplace.
Snap is powered with 3 key elements that determine ad success:
- Simulation of the real-life experience reveals the actual viewer engagement levels and advertisings’ potential to make a branded impression.
- Additional questions yield deep insights on ads’ potential to leave a strong positive impression on the consumer.
- Linking your results to our normative database reveals opportunities for strengthening the ad potential. These normative metrics are collected among the same target consumer as your brand for an accurate comparison.
With our cost-effective and agile Snap solution, you can get the insights right in time to make a final decision with confidence.
Contact us to learn more about Snap.