Top brands increase YouTube ad spend by 60%

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

Coca-Cola's UK YouTube channel
Coca-Cola's UK YouTube channel

LONDON: The average spend on YouTube by the top 100 brands, including Apple, Coca-Cola, and IBM, has increased by 60% year-over-year, according to Google.

The company looked at the top 100 brands as defined by the Interbrand 2014 Best Global Brands ranking. It listed 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% year-on-year.

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

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% year-on-year.

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

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

This article first appeared on Campaign.

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