How persuasive is this argument really? I love the figure of exactly 24%. It shows Google have done their behavioural economics homework. Brands’ cost-per-reach is optimised when 24 per cent of a TV advertising budget is allocated to YouTube, said Eileen Naughton, Google’s managing director of UK and Ireland operations, at the Brandcast event last night (13 October).
Source: Google tells brands to spend 24% of TV ad budgets on YouTube
This has been a trend that has been brewing behind the scenes for a while, driven by the need to increase profits, but, perhaps cynically, there hasn’t been a good enough reason to broadcast it up till now. To say that these brands are trying to help you consume junk foods responsibly is perhaps stretching it a little a bit, but there will be those that will no doubt take this in a more positive light
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