Digital marketers and brands continue to rely on YouTube as a dependable marketing channel, according to recent research from Digiday. The study, which provides a deep dive into YouTube’s current role in advertising and marketing, reveals that the platform remains a popular choice among both agencies and brands, offering a range of effective advertising options and a large and engaged audience.

One reason for YouTube’s continued popularity is the diversity of its advertising options. From skippable and non-skippable ads to in-stream ads and sponsored content, the platform offers a wide range of ad formats that can be tailored to specific audiences and goals. Additionally, YouTube’s advanced targeting capabilities, which allow advertisers to target audiences based on factors like demographics, interests, and viewing habits, make it easier to reach the right people with the right message.

The research also found that YouTube’s audience remains highly engaged, with viewers spending an average of 40 minutes per session on the platform. This engagement is further boosted by the platform’s recommendation algorithm, which suggests new content to viewers based on their viewing history and preferences. This means that even if users aren’t actively searching for specific content, they are still likely to come across ads and other content that is relevant to them.

Overall, the study suggests that YouTube remains a strong and reliable marketing channel for both agencies and brands. Its diverse advertising options, advanced targeting capabilities, and engaged audience make it an effective platform for reaching and engaging with target audiences.