YouTube unveiled four new content and advertising offerings at its 13th annual Brandcast at David Geffen Hall, Lincoln Center.
Key announcements include:
WNBA Friday Night Games: Google and Scripps Sports announced a deal for YouTube TV to show Friday night WNBA games televised locally on ION both in the local market and away from the teams playing. This season, YouTube TV will be the sole distributor of multichannel digital video programming (dMVPD) featuring local and national WNBA games. The games will be part of YouTube TV’s base plan starting May 31 and continuing through the regular season.
Creator acquisitions through YouTube Select: YouTube announced the expansion of this acquisition option to more creators, initially piloted in late 2023. With the formalization of this program, brands will be able to partner with top YouTube creators to own 100% share of voice in their channels, leveraging strong connections between creators and fans.
Don’t skip for video reach campaignsYou
Branded QR codes: YouTube launched branded QR codes, which allow advertisers to drive more interactivity by putting their brand front and center in a more modern QR code.
In addition to these news announcements, YouTube’s executive bench also took the stage to talk about their vision, the importance of content and innovation in advertising.
YouTube CEO Neal Mohan said: “Creators are attracting big-screen audiences because they are the new Hollywood. They have business strategies, writers’ rooms and production teams. They are reimagining classic TV genres, from morning shows to to sports commentary. And they’re inventing whole new ones!”
He added: “Along the way, creators are redefining what we think of as ‘television.’ And they deserve the same recognition as other creative professionals. I think it’s time for a creator to win an Emmy.”
YouTube CEO Neal Mohanan speaks on stage during the YouTube Brandcast 2024 at David Geffen Hall on May 15, 2024 in New York City. (Photo by Kevin Mazur/Getty Images for YouTube)
YouTube Chief Commercial Officer Mary Ellen Coe said:
“No one is more engaged than loyal YouTube fans. They look forward to new videos, re-watch old ones, and create their own in response. And they rush to their favorite creator’s channel within 24 hours of the release of new videos. Which presents an ideal time for brands to engage with these fans.”
Sean Downey, president of Americas and global partners at Google, said:
“Google AI has been at the core of our advertising solutions for years. As we move forward, our ability to help brands drive ROI continues to improve.”
The night featured musical performances by Billie Eilish with FINNEAS, Benson Boone and Stray Kids, as well as several YouTube creators including Haley Kalil, Kinigra Deon, Ryan Trahan, Shannon Sharpe and Zach King.
This highlighted why a survey conducted by Kantar found that US viewers say that if they could only watch one service for an entire year, YouTube would be the No. 1 platform they would choose.
Mary Ellen Coe, CBO, YouTube, speaks on the YouTube Brandcast. (Photo by Noam Galai/Getty Images for YouTube)
The audience picked up other critical data throughout the afternoon event, which was part of the Upfronts.
For example, according to Nielsen’s Total TV and Streaming Report for the US, YouTube has remained the leader in streaming viewing time every month since February 2023. And 9 out of 10 viewers say they use YouTube , according to a Pew Research study.
According to YouTube’s internal data, key CTV metrics included:
Living room viewing has increased by more than 130% from 2020 to 2023. On average, viewers watch more than one billion hours of YouTube content on the big screen (TV) every day. YouTube TV has over 8 million paid subscribers. More than 40 of the top 100 YouTube channels by watch time have TV as the most popular YouTube channel. Last year, viewing of Shorts on connected TVs more than doubled.
Advertisers in the audience also snacked on this news:
According to a custom MMM meta-analysis commissioned by Google with Nielsen, on average, YouTube generates a higher long-term return on advertising investment (ROAS) than television, other online video and paid social media. According to a meta-analysis of 13 sales lift studies by NCS, AI-based video reach campaign mixes achieved an average 3.7x (271%) higher ROAS than manually optimized campaigns. According to a survey by Kantar, US viewers agree that YouTube is the No. 1 video platform for gaming content, surpassing television, social and streaming platforms. According to a Google/Ipsos survey on YouTube trends, 54% of people would rather watch creators break down a major event like the Oscars or Grammys than watch it themselves.
Now, that’s a lot of news to digest. However, as I mentioned in “Google presents updates at IAB NewFronts 2024YouTube is also expected to make more announcements at VidCon Aheim 2024, which will take place June 26-29, 2024 at the Anaheim Convention Center.
So, as the TV announcers used to say in the old days, “Don’t touch that dial.”
Featured Image: Muhammad Alimaki/Shutterstock
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