With its brand safety crisis persisting, YouTube used its Brandcast this year to expand Google Preferred, the network for advertising against top-performing videos, to cable TV shows, music videos and live events.
As part of its seventh annual NewFront, YouTube opened YouTube TV to Google Preferred so advertisers can buy against TV channels on the monthly subscription service with Google AdWords and DoubleClick Bid Manager. Music videos from partners like Universal, Sony and Vevo are now available on Google Preferred as well as live music events. YouTube also renewed its contract with Coachella to exclusively livestream the music festival for the next three years, chief business officer Robert Kyncl said.
Google has bolstered Google Preferred with human reviewers so advertisers “can trust every video that your ad runs on meeting advertising-friendly guidelines,” YouTube CEO Susan Wojcicki said.
YouTube also brought Deanie Elsner, president of Kellogg’s snacks division, onstage to share the company’s big spending on the platform.
“We went from spending very little on digital platforms to now spending 60 to 70 percent of our overall marketing budget. In fact, since 2015 we’ve increased our spend on YouTube each year, including a 300 percent increase last year alone,” Elsner said.
Unlike Facebook CEO Mark Zuckerberg’s decision to lead his event this week with an apology to the developer community in the wake of Cambridge Analytica, Wojcicki heralded her company for its openness and scale.
YouTube has “1.8 billion logged-in users. Those are just the logged-in ones. There are logged-out, too,” Wojcicki said. “We are opening up the world with anyone with a cell phone or internet connection.”
Wojcicki elaborated on the scale that YouTube, the world’s largest online video network, has by spotlighting some of its biggest successes of the last year. Those milestones included 41 million viewers on the livestream of Beyoncé at Coachella and 5 billion views on the “Despacito” music video. To tout YouTube TV, Wojcicki said users watch more than 150 million hours of YouTube on TV screens every day and that nearly 7 out of 10 YouTube users reported they watch YouTube on a TV screen.
Wojcicki did admit that with scale comes responsibility.
“This is the impact of an open platform. It brings the world together. But with openness comes challenges as some have tried to take advantage of our services,” Wojcicki said. “There’s not a playbook for how open platforms operate at our scale. But the way I think about it is it’s critical that we’re on the right side of history.”
Member ExclusiveFuture of TV Briefing: TikTok’s other creator monetization program
This week’s Future of TV Briefing looks at the role TikTok's Branded Missions program plays in keeping creators on the platform as YouTube readies its short-form video revenue-sharing program.
Member ExclusiveFuture of TV Briefing: How CTV ad spending grew in Q3 2022
This week’s Future of TV Briefing tracks how ad dollars were doled out on connected TV screens in the third quarter as traditional TV ad spending shrunk.
Member ExclusiveFuture of TV Briefing: The market for TV and streaming shows is in a correction period
This week’s Future of TV Briefing recaps the conversations from last week’s Digiday Future of TV Programming Forum, during which production and development executives discussed the state of the programming market amid the economic downturn.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
Why Anheuser-Busch prefers PMPs to programmatic guaranteed deals for streaming ads
Programmatic private marketplaces provide a means of maximizing reach without overexposing audiences, explained the brand's head of media Juliana Wurzburger during Digiday's Future of TV Advertising Forum.
Inside NBC News’ coverage of election night 2022
For this year's U.S. midterm elections, NBC News enlisted teams across its organization to cover results across traditional TV, streaming and digital platforms like TikTok.