Sponsored video content has seen an upsurge in production and success over the last year, as Tubular’s new DealMaker Sponsored Video Marketing Report discovered. Some industries in particular are striking gold when it comes to sponsoring videos; in fact, in quarter one of this year alone, the top three most successful sponsors in terms of video views pulled in almost 2.3 billion total views on their content from January to March. Here’s which industries we’re talking about:
Gaming, Media, and Food Industries Claim the Majority of Sponsored Content Views
Sponsors from a whole range of industries including technology, insurance, automotive, and education generated content in Q1 of 2017. But only three particular industries saw the most returns on their investments. In terms of overall total views, sponsors from the gaming, media, and food industries made out well earlier this year.
YouTube audiences are steady consumers of video game content, so much so the Google video giant launched its own dedicated game streaming site and app YouTube Gaming a few years ago. And it’s this love of gaming which helped the titular industry generate roughly 109 million total views on sponsored video content. Some of the biggest brands in the entire gaming industry became the top sponsors on YouTube within this genre in Q1, with Ubisoft solidly leading the pack with an impressive 36 million total views. As for the top partners within the gaming industry, companies’ partnerships with VanossGaming, H2ODelirious, and Wengie proved most fruitful with 18 million, 9 million, and 6 million views, respectively.
Media sponsors also performed exceptionally well on both YouTube and Facebook from January to March. On YouTube, the second-highest total views by sponsor behind gaming was from media companies with a total of 94 million views. On Facebook, media brands came in first place in terms of overall views with a not-too-shabby 1.4 billion. So which media companies invested in sponsored content from January to March, and which partners helped contribute the most views?
The top media sponsor on YouTube turned out to be audiobook seller Audible with 13 million total views across 70 different partners (home and DIY channel Troom Troom being the top partner with 7.8 million views), while anime streaming service Crunchyroll placed second with 9 million views across 10 partners — animation channel Domics turned out to be Crunchyroll’s best partner with 7.8 million views across two videos alone! On Facebook’s end of things, that site’s top media sponsor Moana generated 73 million views alongside top partner ellentube in Q1; next up on that video platform was My Kitchen Rules, pulling in 24 million total views on videos about puff pastries and pancake bacon dippers (yum…) from partners Tasty and Cooking Panda.
Speaking of food, that industry also did well for itself in Q1 2017. Coming in second behind media brands in terms of sponsored views on Facebook, videos from food sponsors generated 691 million total views across the site. Top sponsors included Campbell’s (with 74 million views), Frank’s RedHot hot sauce brand (39 million), and rice company Uncle Ben’s U.S.A. (24 million). Tasty and NowThis produced the best results for the food industry’s sponsored content with approximately 165 million and 55 million total views, respectively (these two creative partners also were the top two view generators for Campbell’s sponsored content). Mexican food and media brand kiwilimon was the third-best partner for sponsors to team up with in Q1 thanks to 43 million views.
However, Average Views on Sponsored Pet Content Eclipses All Other Industries
Many online video professionals would argue that view counts aren’t the be-all-end-all metric of success. In many ways, they’re right, especially in terms of the data Tubular uncovered in its recent DealMaker report. This is because despite the media, gaming, and food industries claiming the most video views for themselves in Q1 2017, the industry which received the best average 30-day viewership (V30) across both YouTube and Facebook was actually the pet industry.
On both platforms, 22 different sponsors from the pet industry worked with 41 different creators/partners on 167 different videos. On YouTube in particular, pet-related sponsored videos saw a huge V30 number of 2 million. The next-highest industry on Google’s online video site, logistics and heavy transportation, only pulled in half that average view count at 1 million. Interestingly enough, the pet industry came in fifth on Facebook with a V30 of 249K, but even the site’s top sponsor in terms of V30 (which was, perhaps unsurprisingly, the gaming industry) only saw 344K views.
As it turns out, the pet industry sponsor with the most views across YouTube and Facebook in Q1 2017 was Mazuri, a pet food brand for unique and exotic animals. The company sponsored a few of the wildly popular live streams for April the Giraffe, a resident of the New York-based Animal Adventure Park who was expecting a calf earlier this year. Mazuri’s most popular video broadcast saw 34 million total views, with a V30 of about 34.1 million. Unfortunately, no recording is available for this “Giraffe Cam” live stream, so enjoy this updated video instead of April, her new calf Tajiri, and her mate Oliver:
These findings seem to show sponsored pet content can perform exceptionally well on YouTube. The fact of the matter is pets and animals will almost always eclipse other industries simply because of viewers’ penchants for consuming and sharing cute kitten or puppy videos, a practice essentially synonymous with being an internet user. After all, the first video ever uploaded to YouTube by one if its co-founders was filmed at an elephant enclosure at a zoo!
Find Out More About Sponsored Video Content Trends
Interested in learning more about Tubular’s sponsored video content findings? Click below to download the report!