The idea that ads are more effective when paired with a compatible piece of content is a no-brainer. But what makes a good match is not always so obvious, as video technology company Zefr demonstrates in its new report “The Alignment Effect,” released today.
Zefr followed sample set of over 300 campaigns from more than 100 advertisers across 13,000 content segments during an eight-month period (Jan. to Aug. 2016), using its BrandID technology.
The study found that trending YouTube topics related to consumer packaged goods (CPG) such as and food challenges and 4th of July party planning, which combined have over 2.2 million daily views on the platform, performed well for brands. But so did popular entertainment figures like comedian Aziz Ansari and EDM artists Swedish House Mafia. In fact, most of the top performing content types did not feature food or consumer goods.
Not surprisingly, Zefr found that many of the content types performed well for retail marketers were related to research for children’s items such as children’s car seats, snack foods and toy reviews, the latter of which drive 23 million views per day.
But less obvious genres also performed well, such as Easter egg hunts, a vertical that generates close 400K YouTube views daily.
For the last several years, multi-channel networks (now referred to as multi-platform networks) have filled their NewFront presentations with promises that they could provide advertisers with slickly-produced “premium” content that will outperform the mass of amateur camcorder productions clogging up the YouTube landscape.
But, according to Zefr VP of product Eric Goldman, what constitutes premium content in the world of YouTube “is something you need to ask the audiences. For them, great content like vlogging, tech reviews, unboxings or haul videos is premium. And we’re seeing that emerge and play a really powerful role in determining where brands need to be participating.”