131 Days of Watch Time for Ottakringer on YouTube
With “Der letzte Stammtisch” we showed that YouTube can not only generate reach for Ottakringer, but above all real attention for long-form content.
Challenge
The Starting Point
Ottakringer wanted to distribute “Der letzte Stammtisch” (produced by Obscura) as a long-form video format on YouTube. The channel, however, didn’t offer an ideal starting position: there was no substantial content history and no organic reach. This often results in even excellent videos receiving only a few thousand views, as YouTube has no strong virality except for already larger accounts.
The question arose: Can YouTube even be a valid channel for Ottakringer to distribute longer content?
The Friction
Impressions say little about whether content was actually consumed. Even pure view numbers are of limited help when it remains unclear how much attention actually sits behind them.
For Ottakringer, the challenge was therefore not just distribution, but validation: whether YouTube in this setup could deliver more than other channels. Without an established channel base, without ongoing series content and with a longer video format, the platform had to prove it could build real watch time – not just reach on paper.
Approach
Our Thesis
If long-form content is to work, it cannot be evaluated like classic reach advertising. For this project, therefore, the goal was not reach but time spent with the brand.
Our view was clear: If YouTube is to be relevant for Ottakringer, it needs to show in the watch time. Not in nice but interchangeable vanity KPIs. The most compelling proof would therefore not be how often the video was played out, but how long people actually stayed with it.
Result
131 Days of Watch Time
The clear wow effect of the campaign: users spent a combined total of more than 131 days of watch time with the video. This is exactly the figure that makes YouTube’s performance for Ottakringer tangible – it shows that not just reach was generated, but an extraordinary amount of real attention.
At the same time, this attention was purchased highly efficiently: based on the €2,000 media budget deployed, that amounts to approximately €0.63 per hour of watch time.
The further performance data support this picture: a total of 54,407 TrueView views and 830,420 impressions were achieved. The completion rate stood at 27 %, which is strong for a long advertised video format.
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