Top brands increase YouTube adspend 60 percent

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Coca-Cola among top five brands measured by Google
Coca-Cola among top five brands measured by Google

Views of branded content of the top 100 brands have almost doubled in the past 12 months, according to Google data

The average spend on YouTube from the top 100 brands, such as Apple, Coca-Cola and IBM, has increased by 60 percent year on year, according to Google.

Google looked at the top 100 brands, as defined by the Interbrand 2014 Best Global Brands ranking. It lists the top five brands as Apple, Google, Coca-Cola, IBM and Microsoft.

The number of the top 100 advertisers investing in video has risen by 40 percent year on year.

In a blog post, Cenk Bulbul, the head of strategy and insights for YouTube Ads Marketing, said: "By investing in YouTube, these advertisers aren’t just building their brand, they’re also contributing to the YouTube ecosystem."

Google found that views of branded content of the top 100 brands have almost doubled in the past 12 months.

The 100 brands have racked up more than 40 billion views in total, and more than 18 billion of those views were recorded in the past year.

"Subscriptions for brand channels have also increased by 47 percent year on year," said Bulbul.

Google’s research said that advertisers are creating content particularly for YouTube. Last year, 10 percent of the videos posted by the top 100 brands are more than ten minutes long.

Bulbul said: "They’re actively managing their YouTube channels and publishing new content on a regular basis to engage viewers and keep them coming back."

This article first appeared on campaignlive.co.uk.