Millions are turning to YouTube to keep up with the Super Bowl — whether they’re watching the ads, the fan content, or the Big Game itself. YouTube’s high-impact sponsorship opportunities let brands get in front of both the relevant content and audiences during these massive pop-culture moments. Content Takeovers help brands align with popular content and creators, and First Position Moments let brands effectively reach their target audiences.
Own your brand’s target audience
First Position Moments ensure a brand’s ad is the first seen by engaged audiences when they are watching on YouTube, in the times most relevant and impactful for the business.
For example, Booking.com wanted to take advantage of travel surges during the holiday season. The brand amplified its highly-ranked Adblitz ad through First Position Moments to deepen brand association and be top-of-mind for consumers during their vacation search. As a result, Booking.com saw strong performance, with a 21% relative lift in ad recall — more than 6% above their benchmark.
Own the content surrounding the largest cultural moments
Content Takeovers allow brands the opportunity to have a high share of voice on relevant creator channels, custom lineups, and/or playlists. We are evolving the package to offer more inventory and faster speed to market to help advertisers surround popular content and creators in real time. For example, advertisers can align with channels such as the Kelce Brothers’ New Heights Show or that from half-time performer Usher to own content surrounding the Super Bowl.
IHG Hotels & Resorts, one of the world’s leading hotel companies, wanted to maximize awareness with luxury travelers. The brand took advantage of these two YouTube Sponsorship offerings to combine audience and content-based ad solutions. IHG ran a First Position Moment that featured luxury properties, alongside NFL content and a F1 Content Takeover, to have a high share of voice on the content most relevant to its target audience. The YouTube campaign delivered unique reach over linear TV and drove lifts in IHG brands for ad recall and brand awareness that achieved 2x the YouTube benchmark. "YouTube is a prime destination for viewers during popular moments," said Chris Copp, VP Paid Media IHG Hotels and Resorts. "We're excited that Content Takeovers unlock more opportunities to easily align our brand to the culturally relevant content that viewers love."
This Super Bowl season, discover how YouTube can help you own relevant content and audiences to create the most impact for your brand. In addition, check out Cost-Per-Hour Masthead and Spotlight Moments.