Google steps up ad game with impressive YouTube figures

It seems that everyone wants to be seen on YouTube—but most of all, advertisers.

In the second quarter of 2015, the number of advertisers investing in video commercials on YouTube rocketed by 40 percent on the same period one year before, Google, which owns YouTube, reported in a blog post on Sunday.

lionel Bonaventure | AFP | Getty Images

The blog post was based on a Google's first report (conducted jointly with Pixability) on how the world's "Top 100 Brands"—which included the likes of Apple, Google, Samsung and Toyota—were using YouTube to raise their profiles. The Top 100 video advertisers spent on average 60 percent more of their hard-earned cash on YouTube between April and June 2015 than in the same period in 2014.

Brands were thinking more like popular "vloggers" too, posting regular videos on their own YouTube channels. The top 100 brands collectively published a new video around every 18.5 minutes, 10 percent of which were 10 minutes or longer.

The reason for advertisers to be so invested in the video site appears clear – Google reported that the number of people watching trademarked content by the top 100 global brands had almost doubled over the last year on YouTube, with subscriptions on brand channels soaring by 47 percent.

YouTube has over 1 billion users and 300 hours of video are uploaded to the platform every minute, according to YouTube's own statistics.

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Coca-Cola, one of the brands studied in the YouTube report, said that using YouTube allowed it to "build relationships" with customers.

"We love the opportunity YouTube gives Coca-Cola to interact, build relationships and share stories that are authentic and relevant to the brand," said Chris Bigda, director of connections planning and investment for Coca-Cola North America, in YouTube's blog post.

"We (Coca-Cola) are seeing continued success on the platform, uploading higher quality content and achieving better results for it," he added.

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Google's second-quarter earnings, announced last Thursday, beat analysts' expectations, with its chief financial officer attributing the strong performance to growth in YouTube and advertising revenue.

Furthermore, YouTube is the video advertising market's "top dog" according to eMarketer, having claimed 19.3 percent of all U.S. video ad spending in 2014.

However, other popular social media platforms might soon be chewing on YouTube's tail. This July, news emerged that Facebook had started testing out an advertising feature in its "suggested videos" section.

Mark Stevens, CEO of marketing company MSCO, told CNBC in June that he would prefer to put clients' video ads on Facebook rather than YouTube, because of how the former incorporated them into newsfeeds.

"(Facebook ads) are incorporated into the feed so you don't have the gatekeeper of the ad stopping you from stopping the content you want to see," he said.

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