YouTube unveiled four new content and ad offerings at its 13th annual Brandcast at David Geffen Hall, Lincoln Center.
Key announcements include:
Google and Scripps Sports have partnered with YouTube TV to broadcast the locally televised WNBA Friday night games on ION in the home and away markets of the teams. YouTube TV will be the exclusive digital multichannel video programming distributor (dMVPD) for both local and national WNBA games this season. These games will be available on the YouTube TV Base Plan starting May 31 and will continue throughout the regular season.
YouTube has expanded the Creator Takeovers option to more creators, following a successful pilot at the end of 2023. This program allows brands to collaborate with top YouTube creators to have a 100% share of voice on their channel, taking advantage of the strong connections between creators and their fans.
Non-Skips for Video Reach Campaigns: YouTube has introduced a new AI-powered format specifically designed for connected TV (CTV), which utilizes non-skippable assets within in-stream inventory.
Branded QR Codes: In another update, YouTube has rolled out branded QR codes, allowing advertisers to enhance interactivity by prominently featuring their brand within a modern QR code.
In addition to these news announcements, YouTube’s executive bench also took the stage to talk about their vision, the importance of content, and innovation in advertising.
Neal Mohan, CEO of YouTube, expressed that creators are becoming the new Hollywood by attracting large audiences. They have business plans, teams of writers, and production crews. They are transforming traditional TV genres like morning programs and sports analysis, as well as creating new ones.
Mohan believes that creators are reshaping our perception of television and should be recognized just like other creative individuals. He suggested that it is about time for a creator to be awarded an Emmy.
YouTube CEO Neal Mohanan speaks onstage during YouTube Brandcast 2024 at David Geffen Hall on May 15, 2024, in New York City. (Photo by Kevin Mazur/Getty Images for YouTube)
Mary Ellen Coe, the Chief Business Officer of YouTube, emphasized the importance of loyal YouTube fans. These fans eagerly anticipate new videos, enjoy rewatching old ones, and even create their own content in response. After new videos are released, they quickly visit their favorite creator's channel. This creates a perfect opportunity for brands to connect with these dedicated fans.
Sean Downey, President of Americas and Global Partners at Google, shared that Google AI has been a key part of their ads solutions for a long time. He mentioned that as they move forward, their capability to assist brands in achieving better ROI continues to get better.
The night showcased musical acts by Billie Eilish with FINNEAS, Benson Boone, and Stray Kids, along with appearances by popular YouTube creators like Haley Kalil, Kinigra Deon, Ryan Trahan, Shannon Sharpe, and Zach King.
This event emphasized the results of a survey by Kantar, which revealed that viewers in the United States prefer YouTube as their top choice for entertainment if they could only choose one platform to watch for an entire year.
Mary Ellen Coe, CBO, YouTube, speaks at YouTube Brandcast. (Photo by Noam Galai/Getty Images for YouTube)
During the Upfronts event, the audience learned important information. Nielsen's report showed that YouTube has been the top platform for streaming watch time in the US since February 2023. Additionally, a Pew Research Study revealed that 9 out of 10 viewers use YouTube.
According to YouTube’s internal data, the key CTV metrics included:
Views in the living room have increased by more than 130% from 2020 to 2023.
On average, viewers watch over 1 Billion hours of YouTube content on the big screen (television) daily.
YouTube TV has more than 8 million paid subscribers.
Over 40 of YouTube’s top 100 channels by watch time have TV as their most-watYouTube’sen.
Last year, views of Shorts on connected TVs more than doubled.
Advertisers in the audience were excited to learn that, based on a custom MMM meta-analysis conducted by Google in partnership with Nielsen, YouTube consistently delivers a higher long-term Return on Ad Spend (ROAS) compared to TV, other online video platforms, and paid social media advertising.
Based on research from 13 NCS sales lift studies, campaigns using AI-powered video reach have shown an average ROAS that is 3.7 times higher (271%) compared to manually optimized campaigns.
A survey conducted by Kantar revealed that viewers in the United States consider YouTube to be the top video platform for gaming content, surpassing TV, social media, and streaming platforms.
A Google/Ipsos YouTube Trends Survey found that 54% of people prefer to watch creators discuss major events like the Oscars or Grammys instead of watching the events themselves.
In my previous article "Google Unveils Updates At IAB NewFronts 2024," I mentioned that YouTube is set to make more announcements at VidCon Anaheim 2024. This event is scheduled to take place from June 26–29, 2024, at the Anaheim Convention Center.
So, as TV newscasters would say in the old days, “Don’t touch that dial.”
Featured Image: Muhammad Alimaki/Shutterstock
Editor's P/S:
The article showcases YouTube's advancements in content offerings and advertising solutions, highlighting their focus on creator-driven content and viewer engagement. The partnership with Scripps Sports and the expansion of Creator Takeovers underscore YouTube's commitment to empowering creators and connecting them with brands. The introduction of Non-Skips for Video Reach Campaigns and Branded QR Codes demonstrates YouTube's ongoing innovation in the advertising landscape.
Moreover, the article emphasizes the growing importance of YouTube as a platform for entertainment and its dominance in streaming watch time in the US. The data presented, including the survey results and Nielsen's report, provides a compelling case for advertisers to leverage YouTube's reach and effectiveness. The upcoming VidCon Anaheim 2024 event promises further announcements from YouTube, indicating their continued commitment to innovation and shaping the future of digital entertainment.
