Global iOS Category Series: Share of YouTube Search as a Predictive Metric

Overview

insightsZ analyzed the marketing media-mix to identify which iOS brands are outperforming their peer group in driving awareness.

When dentists start searching for an iOS solution for their dental office, they may already have a strong brand preference and a somewhat good understanding of different iOS brands in the space – making up the so called ‘consideration set '. However, it’s rather rare that prospects have very strong preferences for brand X over brand Y.

The underlying story is – if your brand shows up consistently and most often when people are searching for their anticipated iOS application – so much so that the iOS brand becomes inseparable from the intended application – it becomes the category.

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