YouTube has over a billion users, making it an important investment platform for advertisers. YouTube’s sales department needed a tool to highlight the potential of YouTube to advertising executives, and a way to introduce them to the needs and experiences of the audience that the ads would ultimately reach. We did this by connecting with the users, having them self-document their experiences, and by studying their behaviour, motivations and choices.
We studied ad-blocking and discovered the phenomenon of deliberate ad-unblocking, using our findings to make strategic recommendations on the optimal ad type, timing and context to have the best connection with the viewer.
We found that people use YouTube in dramatically different ways and that had implications for how well ads were received and processed in the mind of the viewer.