How YouTube is mixing up the TV ad market

youtube tv

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.

https://digiday.com/?p=503812

More in Future of TV

Future of TV Briefing: Media Rating Council identifies ‘the problem of our time’ for measurement

This week’s Future of TV Briefing looks at how the industry’s measurement arbiter is looking at ensuring measurement systems are able to reliably identify audiences across channels in a privacy-compliant manner.

Future of TV Briefing: Making sense of the TV industry’s latest measurement moves

This week’s Future of TV Briefing looks at the recent developments in the TV measurement market on the eve of this year’s upfront negotiations.

Future of TV Briefing: How Axios Entertainment is looking to expand its original programming business

This week’s Future of TV Briefing looks at how Axios’s entertainment division has its eyes on moving physical production in-house and getting into scripted programming.