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.
And while the company is working to create the demand for longer videos, Web video is still the best for crutch fights.
Thumbnail image via Shutterstock
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.