Friday, 22 June, 2018

YouTube rolling out ad services to TV

YouTube will begin selling ads in live TV service YouTube Adds TV Inventory to Premium Ad Product
Nicole Thomas | 03 May, 2018, 19:01

Google will be extending its Google Preferred video advertising platform - already used by traditional TV media executives - to sell ad inventory on its year-old YouTube TV, its live linear package of TV networks. At last year's advertiser pitch, known as Brandcast, CEO Susan Wojcicki issued a mea culpa, apologizing to brands for allowing their ads to appear along side violent, racist and inappropriate content. Weinstein said about 90 percent of this group watches YouTube videos.

The move could help YouTube capture a larger amount of the advertising budget now spent on TV, which amounted to more than $71 billion past year, according to eMarketer.

As of March of 2018, almost 30 million USA homes had streamed YouTube to their TVs, out of almost 60 million homes that streamed any web content on their TVs, reported comScore. An Ipsos study commissioned by YouTube found that seven out of 10 of its viewers were watching YouTube on TV screens at least some of the time. That option will join the existing ability to target YouTube viewers on smartphones, tablets, and desktops.

Further, Google is looking to dial up the ad monetization on YouTube TV. TV is now YouTube's fastest-growing channel for viewing with 150 million hours of watch time per day, the company said. So, YouTube is now introducing new ways to help brands reach these viewers across content and devices.

"We are seeing more YouTube being watched on TV screens, and more TV content being watched on YouTube - it's the ultimate convergence of video", said Debbie Weinstein, managing director, YouTube/video global solutions at Google.

Manchester United end Kieran Tierney interest
God love 'em, some Arsenal fans start to get their hopes up after Martial's tribute to their outgoing manager, Arsene Wenger. The report states that Martial is assessing his options as it is nearly certain he would depart at the end of the season.

YouTube Inc. signage is displayed on a monitor after the company's new television subscription service was unveiled at the YouTube Space LA venue in Los Angeles, California, U.S., on Tuesday, Feb. 28, 2017.

YouTube TV, the platform's streaming package for TV networks that's available in almost 100 markets, is also for the first time allowing advertisers to access full-length TV inventory in Google Preferred, the company's premium advertising program. Google and YouTube plan to begin selling the inventory starting this spring during the TV upfront seasons. This allows them to "get both the most popular YouTube content and traditional TV content in a single campaign".

It will also enable advertisers to run ads just on TV screens. Ads will be dynamically inserted, which means that they will be placed in front of the right and most relevant audiences.

YouTube will speak more about the announcement at its annual presentation for advertisers, Brandcast, on Thursday in NY. Marketers now put 59% of their digital advertising budgets toward digital video, according to newly published research from the IAB made available to Marketing Dive.

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