YouTube has over a billion users that are watching hundreds of millions of hours of video every single day. And more than half of all YouTube views come from mobile devices. It only makes sense that the mobile and cross-device experience is a top priority for the world’s premier video website.
With this in mind, YouTube is focusing on a scalable solution that works across all devices. They are working to allow better campaign measurement and audience tracking across all screens.
So how exactly are they achieving this feat?
First, let’s talk about the updates to campaign measurements. YouTube is focused on giving advertisers much more detailed insights on the impact of their ads across all devices. This will allow businesses to look at their audience at the granular level, and target very specific groups that match what they are selling.
Let’s say you’re selling summer clothing. These new insights will allow you to gain a much more thorough understanding of how your ads influence a very specific audience, such as those who have previously bought similar clothes. This data will be essential in future marketing efforts.
Next up are the changes to improve the mobile experience. YouTube is working to make it more streamlined to deliver on-topic, relevant ads to mobile devices. They are working to take information from Google account activity (demographic info, previous searches, previous transactions) to determine which ads a user is privy to.
Additionally, more control is being allocated to the user on mobile devices. YouTube is a big proponent of keeping private customer information private, and they are working on improving this on mobile. They’re currently crafting a user control panel that is intended for cross-screen views. So if a user doesn’t like a specific advertiser and mutes them, they won’t see any of their ads on YouTube.
Another change that YouTube is working on is the limitation of cookies and pixel tracking that are embedded in the platform. Since most were built for a desktop and don’t work well on mobile or via Chromecast, it makes sense that they would want to limit that info. Currently, it causes data to be much more difficult to measure and track, which ends up pushing poorly targeted ads to these devices.
All of these changes are very much a net positive for YouTube. Keeping mobile users at the forefront just makes sense. Given the data available, how could they not cater to the 50+% of users viewing on mobile? For a successful brand that’s owned by an even more successful brand (Google), they’ve definitely got their priorities in order.
Look for more updates on YouTube in the near future as they continue to work towards a 100% mobile-friendly environment.