“India is now both our biggest audience and one of our fastest growing audiences in the world. YouTube today has become the first stop for users to consume content, whether they’re looking for entertainment or information,” said YouTube’s CEO, Susan Wojcicki.
“In the last one year, YouTube’s consumption on mobile has increased to 85%, with 60% of the watch time coming from outside of the six largest metros in India,” Wojcicki said adding that more than 1,200 Indian creators have crossed the one million subscriber-milestone, five years ago, there were only two creators with a million subscribers.
“User behavior has shifted massively to mobile video and therein lies the opportunity for marketers today. With the growth of YouTube in India, it is an amazing time to be a marketer; as you can do full-funnel growth, creative storytelling and cross-channel planning easily. It is no wonder GroupM is the largest buyer of YouTube in this market,” said Mark Patterson, CEO, GroupM Asia Pacific.
Rakesh Sharma, Executive Director, Bajaj Auto said, “At Bajaj, we changed the way we looked at media and spent time experimenting to find new buyers, engage with existing ones, and take our brand purpose forward. With YouTube becoming one of the critical touchpoints in the auto user’s path to purchase, it was our go-to platform. With the rich understanding of audience that YouTube provides, we were able to reach the audience effectively, thus releasing a lot of marketing time to do more.”
Ben Jones, Global Head – Unskippable Labs, Google, said, “Most advertisers have the same problem—how to connect with people that spend all their time on mobile devices. Over 70% of a campaign’s success is influenced by creative. At Google, we have been working over the years to enable the advertising ecosystem to make more engaging brand messages and for that we have extensively engaged with all the stakeholders in the creative ecosystem. Starting from initiating conversation on the need to Re:Think advertising production for versatility across media to introducing Creative Intelligence Partnership aimed at enabling the creative teams at agencies, we have equipped the partners with the tools and ability to recreate for digital.”
Google also announced ‘Re:Think council’, who have come together to drive this new way of creative storytelling, across the board. Members of the council include, Sonal Dabral, CCO, Ogilvy South East and South Asia, Rashi Goel, VP Consumer Communications, Nestle India, Sneha Iype, Co-Founder Nirvana Films and Sunder Mathuraman, CEO-APAC, Kantar.