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• Targeting-itisalsooneoftheadvantagesofYouTubeplatformwhichgives you an access to personal data (age, gender, and region) and engagement data (likes/dislikes, comments, shares) to control and analyze results of ad- vertising campaign. Moreover, the targeting options are just more data- driven. For example, there are wide of option on how you can target YouTube ads by: demografical groups ; Interests ; Video re marketing – also you can serve ads to people who have already visited your website; Place- ments ; Topics ; Keywords .( YouTube , 2017 ) . Matt Brittin, Google’s top-ranking European executive, is set to unveil a report analyzing ad campaigns across eight countries that show in 80% of cases YouTube ads were far more effective than TV ads in driving sales. (Mark S, 2016). However, it does not mean to switch off TV forever, Betsy McLeod rec- ommends supplementing your TV ads with complimentary digital ones, to cre- ate one big picture that viewers can tie together. (2017) Google recommends shifting at least 24% of your TV budget to YouTube for maximum success. (2016) 1.8 YouTube & TV 31PDF Image | YouTube as an advertising platform
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