I have been saying these for many years, especially since Pre-Roll started with Google. There’s nothing worse than getting a commercial slammed down your throat, and people hate that. It may work for movie trailers and viral type videos, but rarely will anything else pay off. It’s a huge waste of money.
I have a client in California that is a Chevrolet Dealer. On every single new and used vehicle detail page they have an embedded YouTube Video of the vehicle. To be clear, these aren’t commercials. They are simply a YouTube Video of a walkaround of the particular vehicle.
This made me immediately think of two things:
I dug a little deeper and looked at each video on YouTube so I could see the view count. It was practically non-existent.
Note that this video was published a little over 1 year ago. So in an entire year, it was only watched 83 times. This traffic count accounts for all traffic, not just the vehicle detail page.
So, I had an idea. I’m going to start tracking who watches these, and where they came from.
Using a mixture of Google Analytics and Google Tag Manager, we can set-up events to trigger every time a certain action is made. So we are going to track 4 things:
Month to date, these are the numbers:
These videos were displayed over 1,500 times, but only 24 visitors clicked the play button. 16 of those people stopped the video and not one single person watched the video to the end.
So before you take the time and/or money investment into embedded YouTube Videos on your website, ask yourself if what you do warrants it. If you’re going to do it, do it right. Take the time to tag these videos properly so you can reap the benefits from YouTube itself, like this dealer did:
This dealership was sold last year, but they reaped the benefits of free. Yes, it took them time but not one of these video were paid for in any way. It was a huge success for them.
Here’s an example of their goofy yet effective videos:
This was lots of fun and we were even featured on an episode of a reality show because of it.
In conclusion, be careful with video advertising on the internet. It’s not that effective for most industries.