A Better Bang for Buck: Facebook Ads Vs. You Tube Videos

Many of us in the world of marketing grapple with debating ad budget placement: where do the dollars go in ad buys? With what budget does ad placement become useful? What ads are worth the spending? To come to our rescue, companies Reebok and Pixability recently partnered to find out by testing a digital video campaign by Venables Bell & Partners, endorsing the Reebok ZPump Fusion sneaker.

Results revealed that the combination of YouTube and Facebook buys is the most effective method for marketers. Reebok shared the illustrative data during Adweek’s Executive Lab, which was sponsored by Pixability.

As the data states:

“YouTube had a higher video view rate (23.6 percent of people who scrolled past the video viewed it versus Facebook’s 5.4 percent) and video completion rate (20.4 percent versus Facebook’s 4.5 percent) as well as a lower cost per view. But Facebook had higher engagement. If marketers want higher engagement, Facebook wins out with a 0.301 percent engagement rate per impression versus YouTube’s 0.163 percent.” Pixability and Reebok still noted the difficulty in making a direct comparison between the two platforms since Facebook’s interactivity, namely likes and shares, are “simpler, easier to understand and take up more screen real estate.” And when Pixability compared the entire 30-second-ad views, Facebook was more expensive. “Marketers will spend $0.11 on Facebook and $0.07 on YouTube” for the same ad view time.

At the end of course, we can acknowledge such findings when making our marketing decisions. But we must also consider the rhetoric of our methods. Who is our brand’s consumer? When and where will they be able to view the ad? Marketing and ad placement really is a baking-like science. It’s about getting every detail in the recipe and process right. When the consumer is ready to engage with your brand you want to have the content there; be ready to deliver what they want to see at the right place and right time, as if straight to them.

Story via Adweek.