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News |  12 Feb 2013 18:12 |  By RnMTeam

Music amongst main drivers of growth in advertising: YouTube India

MUMBAI: As more and more reports state that internet and digital are the future of data consumption amongst Indian audiences, YouTube India too has witnessed its growth trajectory matching the global trend. This in turn has opened up a plethora of opportunities for advertisers who are now creating content sighting innovation on the cards for the platform’s India presence.

With consumption in India being mainly driven by three main factors – cricket, music and bollywood, YouTube India is growing at a very rapid pace with most advertisers targeting the three main areas of user’s interest.

Speaking with Radioandmusic.com, YouTube vice-president of marketing Danielle Tiedt said, “The Indian market is largely driven by music and it is amongst the main drivers in the country. Bollywood and many other genres of music are huge areas of consumption, which is also driving advertisers in a big way.”

Identifying its growth trend in India, Google conducted an online survey of over 2000 Indians which highlighted that YouTube India has around 900mn monthly viewers with 72 hours of videos uploaded every minute.

While 70 per cent of its users in the country are under the age of 35, 20 per cent of Indians create content daily on the platform. 50 per cent of the total users share these videos on social networking sites and thus drive curation.

The research also focused upon the four main aspects defining content and culture in India; namely Creation, Community, Curation and Connection.

Currently focused on reorganizing the digital platform around the paid subscription model it aims to introduce soon, it will eventually improve the quality of music videos, fend off piracy and expand user’s range of options.

Apart from the internet, consumption on mobile is also gaining tract and aims to create more opportunities to connect with the audiences. It lists 30 per cent of consumption of videos on the mobile platform, while tablet witnesses a time spend of about 20 per cent.

The live platform too grew immensely with the platform supporting a host of such events. But they claim that advertisers are yet not very open to live events as they are mainly sponsored events, and thus have a small piece of viewership in the entire pie.

With several innovations lined up for the platform ahead this year, YouTube India launched its Trueview model to promote advertisements with a unique format, where the ads are charged on a cost per view basis.

The format enables an ad to run before the video starts and also features the skip button and charges the advertisers only if the video is viewed by the consumer. As per the research, 70 per cent of the instream ads are skippable, and there has been a 40 per cent reduction in the audience drop-off pattern therefore it has given higher revenues than other mechanisms.

With so many aspects working in its favour, building higher engagement and brand loyalty is the key factor being attained by the right kind of targeting.

Tiedt also stated that with brands now creating greater content, 2013 will witness a lot of innovations from the platform. “Big metros in India are the major markets for us with cricket, bollywood and music being the main user interest areas. The power of distribution is large in India too, and advertisers are now opening up in a big way driving innovation,” she stated.

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