CTV fastest growing screen for YouTube in NZ

YouTube has revealed that Connected TV (CTV) is its fastest growing screen in New Zealand with more than two million Kiwis streaming YouTube on their CTV in May this year.

At the 2022 YouTube Brandcast held today at the Google New Zealand Tāmaki Makaurau offices, it also pointed to research that found YouTube is a key step in the Kiwi purchase journey.

According to a survey by Ipsos, New Zealand viewers said that YouTube is number one in delivering relevant content and the top video platform in helping them decide what to buy.

Brandcast is an exclusive event for advertisers and agencies to celebrate YouTube’s creator community and get the latest insights, updates and inspiration from brands succeeding on the platform.

In an opening address, Head of Sales and Partnerships, Simon Laird, said that people today have more choices about what to watch and where to watch it, but were choosing YouTube to satisfy their interests and needs.

“We’re talking big audiences – in a single month, YouTube reached over 3.5 million New Zealand adults. And those audiences are consuming content on every screen – desktop, mobile, and increasingly the biggest screen in the house,” Laird says.

In a segment hosted by Founder and Professor of Mini MBA Mark Ritson, attendees heard how YouTube was helping brands successfully achieve both their ‘long’ and ‘short’ objectives – long-term brand building and shorter, more targeted product activations.

Driving behaviour change was at the forefront of Tourism NZ’s planning when they were assessing the impact of lost international tourism, and the need to fill the gap with domestic travel.

They surveyed Kiwis and found that they’re incredibly habitual in holidaymaking. This insight drove the campaign ‘Do Something New, New Zealand’ and aimed to raise awareness and challenge perceptions around what a Kiwi holiday could look like.

Using YouTube, they were able to shape the creative to engage consumers and ultimately saw people taking action. Over 63 percent of Kiwis went somewhere new and did something new. But in addition, the brand saw 4.4 percent uplift among the general population, 14 percent view through of their long form content and a total of three years worth of watch time on YouTube.

For Xero, their core focus is on driving sign ups and increasing the efficiency of their short term product-driven creative on a global scale.

Their strategy leveraged the ability to test, run, learn and iterate, through performance marketing and YouTube. By creating and testing a series of modular assets, Xero could then work out which of those assets was performing best and scale those up incredibly quickly.

The impact of these performance campaigns was a 48 percent improvement in Cost Per Acquisition and critically, they could take the learnings from YouTube and roll out creative globally.

YouTube Strategist, Danny Baker, said the diversity and quality of content on YouTube, and the many creative options available to creators, made it a compelling place for audiences.

“YouTube has an unparalleled mix of breadth and depth that is represented on every format and screen imaginable. It also features creators who are passionate, credible and authentic – and the value that people get from their videos is vast,” Baker says.

YouTube recently launched a CTV frequency management solution in Display and Video 360 that allows advertisers to control the number of times people see their ads across YouTube and other CTV apps.

The industry first will support improved frequency management standards in the future. While already available in Google Ads, it was announced this was coming to Australia and New Zealand on Display and Video 360 later in the year.

YouTube Brandcast featured popular Aussie and Kiwi YouTube creators including How to Dad [1.25M subscribers], Miller Wilson [1.36M subscribers], Marion’s Kitchen [1.64M subscribers], How Ridiculous [13.1M subscribers], Bounce Patrol [26.4M subscribers], and Loserfruit [3.37M subscribers] also featured as part of YouTube ads latest brand film.

More information from Brandcast can be found at Think with Google.

Watch the Mark Ritson segment on demand here.

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