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VueMetrics Breakdown: Sports

VueMetrics / September 20, 2023

Any sports fan will tell you that if they miss the game, they NEED to watch the highlight reels, the post-game interviews, the historical game comparison and more. And where are those sports fans going to find those videos on-demand? YouTube!

According to a recent Google study, watch time of sports highlight videos has grown more than 80% in the last few years. And there has been more than 60% growth in sports interview videos in the past few years. More and more viewers are seeing the value in catching up on their favorite sporting events through the on-demand capabilities of YouTube.

Not only are sports fans using YouTube for game coverage and highlights, but they are also using it to find instructional videos to learn a new sport or improve their technique. Google has found that searches for ”how-to” sports videos on YouTube has more than doubled in the last few years.

When it comes to finding the best tutorials, the greatest plays of all time, interviews with the greats, or highlights of the game, YouTube is the platform with the most sports video content. 70 of the top 100 sports videos on YouTube have “great” ”greatest” or “best” in the title. The sports category on YouTube offers a great opportunity for brands looking to contextually target sports fans or athletes.

Contextual targeting relies on intent-based marketing, meaning that consumers are targeting based on why they would be looking at that webpage or video. It shows user area of interest, increasing the chance of receiving a response.

Consumers who were targeted at the contextual level were 83% more likely to recommend the product or service in the ad, than those targeted at the audience or channel level. This is because reaching consumers in the right mindset in the right moment makes ads resonate more, and therefore raises purchase intent more then an irrelevant ad.

Our technology has identified tens of thousands of sports videos on YouTube that are monetizable, brand suitable, and VuePlanner recommended. Get in touch with our team today to learn how targeting YouTube categories like Sports could be the ideal fit for your ads.