NEW YORK – In a busy event advertisers and influential video creators, the YouTube Brandcast in New York on Thursday, statistics, niche content development and new inventory possibilities were on the agenda.
Key announcements included updating the Google Preferred algorithm, a new lineup of YouTube TV channels based on specialized interests, and more detailed information about Google's performance. Favorite advertisers and YouTube Originals series becoming freely available to users as an ad-supported experience.
Conquering niche markets. YouTube CEO Susan Wojcicki spoke to recognize the significant influence of YouTube's creators – while recognizing the cultural and commercial impact of YouTube on advertisers.
"YouTube's creators are at the forefront of culture and creating new genres that we could never have imagined before and diversifying our perspectives," Wojcicki said. "Most people say that the content they've watched on YouTube is related to something they're passionate about. And according to our joint research with Omnicom, it's three times more important to talk about passion than to know if a big Hollywood name is associated or not. "
In an effort to expand YouTube TV channels, the company announced that it was preparing 70 cable TV and television channels are available in the Google Preferred Booking Program The initiative is designed to allow advertisers to access a larger inventory of live and on-demand ads, with more targeted targeting based on subscriber interests. [.]
Google Preferred Updates YouTube announced key updates to its proprietary P-score algorithm to increase the visibility of high-value video and content Frequently viewed on television screens.
YouTube said to have found a "significant increase" in the advertising recall (112 (1945 percent) and the intention to purchase (53 for cent) Google Prefe ads rred displayed on television screens.
To provide more resources for advertisers to measure offline sales, YouTube has announced plans to make Nielsen Catalina Solutions (NCS) available for Google's Favorite Ads in the coming months. The tool aims to provide marketing managers and advertisers with offline sales statistics and to provide more detailed information on different audiences and creative content for CPG brands in the United States
] Free YouTube Originals with ads. YouTube reported making its original programming free for all users with a streaming model supported by advertising. In addition to resuming shows – featuring celebrities and influencers such as Liza Koshy and Kevin Hart -, YouTube plans to add a list of new shows to the set. The expansion underscores YouTube's efforts to respond to various targeting opportunities for advertisers.
Why we should care. According to Comscore OTT Intelligence and Custom Reporting, the highest share of viewership and viewing time is attributed to YouTube across all OTT advertising-funded platforms. The growing trend of streaming is already disrupting addressable TV advertising products, and platforms like YouTube compete with the networks for advertising revenue.
YouTube's attention to content quality and ad-supported programming rock scales in advertising. digital advertisers, who now face more specialized targeting options than ever before.
About the Author
Taylor Peterson is the Associate Editor of Third Door Media, which runs a leading cover in the industry that informs and inspires marketers. Based in New York, Taylor brings creative marketing and agency advertising expertise to global brands. Taylor's editorial focus combines digital marketing and creative strategy with themes such as campaign management, emerging formats and display advertising.