Last week, the MRKT360 team had the amazing opportunity to complete a YouTube training session at the Google office in Toronto. We started our day off with an awesome tour of the office! Then, Google representatives John Dzera and Tautvydas Kymantas shared some really great insights on consumer behaviour changes and the different types of advertising formats offered on YouTube. Consumer behavior has changed so much, and it is important for businesses to keep up with these changes. When television first became popular, reach was scarce but attention was plentiful. Now it is the opposite; reach is plentiful, but attention is scarce. Ten years ago, a huge studio with dozens of crew members were required to make video content, but now, all you need is a smartphone and a YouTube account. YouTube is a great way to gain mass impressions for your business, as it is the second largest search engine, right after Google. In terms of the Canadian market, 75% of daily Canadian users visit YouTube several times a day. With over 1 billion hours of viewing time a day and 10 hours worth of content uploaded per second, businesses will lose a significant portion of their consumers if they do not leverage this platform. The question is HOW businesses can use YouTube to find more customers and stand out amongst a cluttered marketspace. The consumer funnel is a model that helps illustrate the theoretical customer journey towards the purchase of a product or service. The model can help businesses determine what they want to achieve through their campaign and which advertising formats will work best for that.