Join us Sept. 14-16 in Miami to connect with top publishing leaders
Is YouTube TV? Even a few years ago, that question would’ve received ridicule in some advertising circles. It still might. But now that YouTube has become the streaming service people spend the most time watching on TV screens, it’s becoming hard to argue that YouTube isn’t TV.
This question of YouTube’s place in the TV advertising discussion was a top talking point among agency executives throughout Digiday’s recent video series, “The Future of TV.” As covered in the video below, the executives’ answer is largely “yes, YouTube is TV,” especially now that it’s starting to sell ads against TV’s most premium programming: NFL games.
“They’re a TV company. They just spent on NFL Sunday Ticket. They’re introducing non-skippable 30[-second ads] across the entire YouTube family. So they’re in the TV game,” said Kelly Metz, managing director of advanced TV activation at Omnicom Media Group.
More in Future of TV
Future of TV Briefing: Which agency team(s) should be responsible for YouTube Shorts?
This week’s Future of TV Briefing looks at how agencies are sorting out which teams take the lead for buying YouTube Shorts ads.
Future of TV Briefing: YouTube Shorts gains ad dollars but needs to crack social budgets
This week’s Future of TV Briefing looks at advertisers’ spending on YouTube Shorts inventory as the platform raises the revenue-sharing threshold for creators.
Ad Tech Briefing: TV measurement’s competitive reset gathers pace (with more job cuts)
ComScore and VideoAmp confirm large job cuts, just days after rival Nielsen makes bold M&A move.