YouTube To Axe Poor Performing Channels
It was a bold move when YouTube placed its money down on producing professionally produced content channels. This was sort of antithetical to what YouTube was originally about, user generated content like the famed skateboarding dog. It was a promise of a new age for online video, one that would usher in not just higher-quality content, but also the big advertising dollars that its moving image brethren, television, commanded. In short, YouTube is trying to be like TV, offering brands repeatable and predictable audiences.
While not yet the rousing success it hoped to be, YouTube is taking a cue from TV, and cutting some dead weight when it can. In true TV fashion, according to the New York Post, YouTube is “looking to cut some of the less successful channels.” Think of it as the mid-season axe.
The reality is, original Web video content is still an amorphous concept. Getting people to habitually watch produced, even serialized Web content has proven to be much more difficult. Getting brands to drop the billions, instead of millions, into online shows has also shown to be a pipe dream. There’s no cultural relevance to a Web video; there’s no scarcity to ad space; quite frankly, there’s no demand yet.
But there are opportunities for original content beyond the UGC. Look at what publishers like the New York Times and Wall Street Journal are doing. Look at Funny or Die. These types of videos, native to the online universe, are a great place for advertisers, as these little bursts of content can be viewed and shared as many times as an audience sitting down to watch a TV show.
Thumbnail image via Shutterstock
Member ExclusiveDisruption, served one thread at a time: The weird world of DTC thoughtleader Twitter (1/23)
On direct-to-consumer startup Twitter, everything is a branding lesson.
WTF…are standard contractual clauses
With the Privacy Shield dead, companies are moving to standard contractual clauses so data transfer between the EU and U.S. is GDPR compliant.
‘You have to innovate on the value’: The disparate state of virtual event ticketing
A virtual event happens every minute as saturation nears and publishers keep giving it away for free.
SponsoredPublishers: Assessing risk and ensuring payments in times of crisis
As the industry navigates the continued impacts of COVID-19, here’s the questions publishers should ask their programmatic partners or ad management providers to protect themselves from clawbacks and lost revenue.
‘We have our work cut out for us’: How Havas is launching a major campaign to overcome its lack of racial diversity in the U.S.
Recent diversity data from Havas shows that just 6.1% of the 4,000 it employs in the U.S. are black.
‘Take back some market share from Amazon’: Publishers are testing their own versions of Prime Day
With Amazon Prime Day delayed, publishers with commerce operations are creating their own shopping holidays.