Helped YouTube optimize their Ad experience for Gen Z
We conducted big data analytics with YouTube Ads' team to understand Gen Z preferences for creator-brand collaborations, resulting in changes in YouTube platform UI and increasing ad engagement by 20%.
YouTube faced the challenge of capturing Gen Z's attention with ads that resonated with their preferences and viewing habits. By incorporating our recommendations, they improved ad relevance and engagement, enhancing both the ad experience and brand-influencer fit for Gen Z viewers.
What We Did
Social Media Listening:
Monitored conversations around ads among Gen Z viewers to gather general sentiments and opinions.
Creator-Brand Partnership Analysis:
Collected and analyzed comments from Twitter, YouTube, and Instagram to understand viewer reactions for Highly Appreciated, Mildly Disliked and Highly Disliked creator-brand partnerships
Topic Modeling:
Performed topic modeling on the collected comments to identify recurring themes and sentiments.
Key Findings:
Authenticity and Transparency: Gen Z values genuine ad-reads, avoiding repetitive or irrelevant ads.
Success Factors:
Alignment with creator and brand values.
Expertise of the influencer.
Consistency with the influencer’s personal brand.
Ad-Viewing Experience: Gen Z prefers a seamless viewing experience with interactive elements.
Recommendations:
Proposed UI changes for YouTube:
Brand Info-Card: Displayed during in-video ad-reads.
Creator-Curated Storefronts: Showcased brands used by creators.
Results
Improved Ad Experience: YouTube incorporated our recommendations, enhancing the relevance and engagement of ads for Gen Z viewers.
Enhanced Brand-Influencer Fit: Emphasized the importance of aligning ads with creator expertise and personal branding.
This case study highlights our approach to understanding Gen Z's ad preferences through social media analysis, leading to actionable recommendations that improved ad effectiveness and viewer satisfaction, and an ultimate change in the ad UI of YouTube.