81

of parents who watch YouTube say they’re likely to take action—like sharing, seeking more information, and buying—after seeing a video ad that addresses back-to-school topics relevant to them.

Google/Ipsos Study, back-to-school Insights, U.S., July 2017 (n=418 parents that visit YouTube at least once a month)

Tags

Related Data

Watch time of back-to-school-related content on YouTube has more than tripled over the past two years.

July - Sept 2014, 2016 YouTube
68

of parents who watch YouTube report being open to receiving back-to-school advice from brands.

July 2017 Google/Ipsos
65

of parents believe companies and brands can do more to represent learners from all backgrounds in back-to-school messaging.

July 2017 Google/Ipsos

More than half of parents say that video ads from companies that address their back-to-school anxieties are more memorable to them.

July 2017 Google/Ipsos

Watch time of "does it work" videos grew by more than 11X in the past two years.

June 2017 YouTube

Watch time of "store tour" videos on YouTube grew by more than 10X over the past two years.

June 2017 YouTube