Official Blog
Highlights from the Brandcast stage: New YouTube Originals and advertiser offerings
3 Mayıs 2018 Perşembe
Primetime is no longer defined by the time the show is aired, but by the connection that content has with its audience. We see this reflected through over 150 million hours of YouTube watchtime per day on TV screens alone.
1
In this next era of entertainment and information, we're more committed than ever to YouTube being a platform for fresh voices, authentic stories, and thought-provoking dialogue.
Tonight at our seventh annual newfront event, Brandcast, we unveiled the latest content trends and new ways for advertisers to connect with their most attentive audience to drive unmatched results for their business. Brandcast is where advertisers, creators and fans come together to celebrate the vibrant community of YouTube.
Doubling down on can’t-get-enough-of original content
At last year’s Brandcast, we announced our new slate of ad-supported YouTube Originals, bringing shows from top Hollywood talent and YouTube creators to everyone, everywhere. From the
Slow Mo Guys
to
Kevin Hart
, our first year slate of brand-sponsored shows amassed over 700 million views across all episodes and related clips.
2
Katy Perry’s
96-hour livestream, “Witness World Wide,” was named one of
Time Magazine’s Top 10 TV shows of 2017
, and just today, “
Demi Lovato: Simply Complicated
” was nominated for Best Music Documentary for the 2018 MTV Movie & TV Awards. All of this content was free and available to YouTube’s 1.8 billion monthly logged-in users
3
as a result of partnerships with brands like Johnson & Johnson Consumer, Ulta Beauty, LL Bean and more.
As we move into our second year, we plan to build on the success of our first. We’re using the global reach of YouTube to shine a light on the human stories that inspire us, make us smarter and demonstrate the potential of what we can achieve. Here’s a sneak peek of a new slate of shows that will not only engage and entertain, but also celebrate diverse and authentic voices:
Will Smith: The Jump Off:
In partnership with Westbrook Entertainment, Will Smith is going to epic heights in his new YouTube Original, “Will Smith: The Jump Off.” In this special, Will accepts the ultimate
YouTube fan challenge
to bungee jump from a helicopter—all to raise awareness for charity. The cameras will follow him as he prepares for the big jump, which we’ll livestream on his birthday.
Priyanka Chopra: If I Could Tell You Just One Thing:
From Sundog Pictures, Priyanka Chopra will go on a personal journey to meet the world’s most successful and inspirational people—each time asking them for advice they feel can change the world. From actors and politicians to religious leaders and environmentalists, star of the show Priyanka will speak with the people who will go down in history as having challenged the status quo.
Jack Whitehall: Training Days:
In this show, comedian and actor Jack Whitehall trains with the world’s most elite soccer players—and has a little behind-the-scenes fun in the process. Sponsored by Wendy’s in the U.S., “Training Days” is executive produced by James Corden and Fulwell 73 and will launch to fans around the world on
Jack’s YouTube channel
on May 9, ahead of the World Cup.
Best Shot:
Executive produced by LeBron James and Maverick Carter, “Best Shot” is a new documentary series following the Newark Central High School Blue Devils as they find community through basketball and receive mentorship from former NBA player Jay Williams. Directed by Michael John Warren and produced by SpringHill Entertainment and Boardwalk Pictures in association with Blue Ribbon Content, “Best Shot” will debut on the
NBA YouTube channel
this summer.
After generating significant viewership, we’re bringing back these audience favorites:
Untitled Demi Lovato Project:
In her new YouTube Original, Demi is returning to show fans a side of herself beyond her music to raise awareness about issues that matter. Demi will draw from personal experiences and passions to pay it forward to some of her biggest fans and closest friends. From Philymack Productions and London Alley.
The Super Slow Show Season 2:
In partnership with Rooster Teeth Productions, the Slow Mo Guys are returning with a renewed focus on science, technology, engineering and math. Through the lens of education, the Slow Mo Guys will explore the tiniest phenomena and greatest spectacles—all in slow motion.
Kevin Hart: What the Fit Season 2:
Kevin Hart is returning with even bigger punch lines and celebrity guests. In partnership with Lionsgate and Laugh Out Loud Network, this second season will raise more awareness of healthy living and wellness, as Kevin and his celebrity friends try out some of the most unique and outlandish workout routines.
In addition to the can’t-miss shows above, we’re also excited to announce we will be rolling out even more Artist Spotlight Stories—intimate and personal video portraits of music artists who are pushing the boundaries of creativity and connecting with fans in unique and powerful ways on YouTube. We will be partnering with artists, including
Shawn Mendes
,
J Balvin
,
Janelle Monáe
, and more, on Spotlight Stories this year.
Making even more top content accessible to advertisers
Every one of the shows outlined above will be available through Google Preferred—our premium content offering for advertisers—so that brands can continue to access some of the most popular stars and inspiring stories on YouTube. Year-over-year, we continue to see tremendous growth from Google Preferred. In fact, Google Preferred Lineups reach more 18-49 year-olds monthly than any cable network or full episode player.
4
Today, we’re adding to that momentum. For the very first time, Google Preferred Lineups and Breakout Videos will include our complete music universe, including eligible VEVO channels and videos. This gives brands the unprecedented opportunity to advertise against virtually all music in the world, from fresh talent to the most popular music icons. Thank you to our partners at Sony Music, Universal Music Group and VEVO who have joined Warner Music Group and countless independent record labels to bring all of this exciting music to you.
We’re also focused on giving brands even more opportunities to advertise against some of the most influential live music events with Google Preferred and sponsorships. Once again, we are an official livestream partner of the Global Citizen Festival, and we will livestream shows from multiple cities around the world. And, we’re thrilled to announce we have renewed our exclusive livestream partnership with Coachella for an additional three years. The renewal will take YouTube through 2021, which will mark 11 consecutive years of a Coachella webcast on YouTube.
Beyond music, we are also launching a new product improvement to help advertisers reach audiences among some of YouTube’s most popular content. We’re adding new signals to enhance
affinity segments
on Google Preferred so advertisers can engage with the most relevant audience, creating a richer experience for brands and users alike.
Offering undivided attention and unmatched results
We’ve always believed that when you put the user first, great things will follow. By providing our audience with a home for immersive, engaging video content and our advertising partners new ways to reach their customers that are relevant and assistive, we can deliver greater impact for everyone. Looking across Nielsen Matched Panel Analysis (MPA) studies we’ve run to date, we see that over 70 percent of YouTube campaigns drove a significant lift on offline sales.
5
We recognize the need to hold ourselves accountable with first- and third-party measurement tools. That's why we've partnered with trusted experts, such as MOAT on viewability and Nielsen on reach, among others. And tonight we announced we'll continue this work by extending sales lift measurement to Nielsen Catalina Solutions, soon giving advertisers a new option to measure the effectiveness of YouTube campaigns at moving products off the shelves.
Check out
#Brandcast
to see highlights from the night.
Kate Stanford, Head of Global Advertiser Marketing at YouTube, recently watched “
WORLD RECORD - Longest Domino Line EVER!
”
1
YouTube Internal Data, Global, Accurate as of Jan 2018. Based on seven day average of watchtime for TV screen devices, which include smart TVs, Roku/Apple TV and game consoles
2
Google Data, Global, April 2018
3
YouTube Internal Data, Global, March 2018
4
Google commissioned Nielsen custom fusion study. Desktop, mobile and TV fusion. TV measurement of all individual U.S. cable networks. Reach among person 18-49 (Live +7, one minute qualifier), television only, September 2017.
5
Commissioned Nielsen Matched Panel Analyses - Base: 55 YouTube Campaigns from 2016-2017 across nine countries; count based on tested strategies with a lift based on a one-sided significance >80 percent
From the Brandcast stage: New star-studded shows for audiences around the globe
4 Mayıs 2017 Perşembe
Kevin Hart. Rhett and Link. Ellen DeGeneres. Katy Perry. The Slow Mo Guys. Demi Lovato. Ludacris.
These amazing stars all have something in common: They're starring in new shows premiering exclusively on YouTube. And since these shows are ad-supported, you—and every single one of our billion-plus viewers—can watch for free.
Bringing even more can’t-miss content to audiences globally
For years, we’ve been proud to work with creators like
Casey Neistat
,
Jackie Aina
and countless others who have turned their channels into daily destinations. And with these channels packaged within Google Preferred—our offering that allows brands to advertise on some of the most-loved and most-watched content on YouTube—brands have been able to support the videos you love, so you can enjoy for free.
These channels continue to be hugely successful. That’s why, starting in 2016, we made the decision to take YouTube to the next level. We began making premium original content for our subscription service,
YouTube Red
, releasing 30 series and movies in just over a year. And we kept hearing from brands they wanted to be more involved in these premium series.
Launching new ad-supported shows, exclusively on YouTube
When excited fans, brands, and creators tell us something, we listen. We’re thrilled to announce that beginning later this year, some of the biggest YouTube creators and Hollywood names will be featured in seven new series on YouTube—bringing more can’t-get-enough-of and can’t-find-anywhere-else shows to everyone, everywhere. With these new shows, brands can be a part of content that’s generating buzz around the world.
Check out the must-see lineup:
Ellen’s Show Me More Show
:
Like nothing Ellen has done before,
Ellen’s Show Me More Show
is a twice-a-week series built just for YouTube, giving fans behind the scenes access to some of the biggest stars and her favorite moments.
Good Mythical Morning
:
Worldwide YouTube superstars—and hosts of YouTube’s most popular daily show—Rhett & Link will go to new heights in a long-form expansion of
Good Mythical Morning
, giving fans even more of what they crave: larger-than-life stunts, zanier challenges, and over-the-top laughs.
Kevin Hart: What the Fit?
:
Kevin will team up with celebrity friends and YouTube stars each week as they attempt to master a different trending, grueling and sometimes ridiculous workout routine.
I Am: Demi Lovato
:
Global music sensation and social advocate, Demi Lovato reveals a yearlong personal journey of music reinvention and deep discovery as she dives into the writing and recording of her new album in her new series,
I Am: Demi Lovato
.
Best.Cover.Ever.
:
From Ryan Seacrest Productions and Endemol Shine North America,
Best.Cover.Ever.
is a cutting-edge talent competition series hosted by Ludacris where emerging talent from across the globe submit covers to YouTube to vie for the ultimate prize: an opportunity to perform a duet with a superstar artist. Submit your cover now at
thebestcoverever.com
.
The Super Slow Show
:
YouTube stars The Slow Mo Guys will test the latest in technology to reinvent the way we look at celebrities, music, pranks, comedy sketches and more, giving a one-of-a-kind glimpse into what the world looks like in slow motion.
Katy Perry Live Special
:
It's real. It's raw. It's Katy Perry. Live on YouTube,
The Katy Perry Live Special
will take you inside of her world, revealing the experiences and emotions she poured into her all-new soul-baring music on the eve of her highly anticipated album launch. With unique access, global reach and surprise fun packed along the way, Katy will break it all down in this album listen-along, and if you stick around long enough, there might just be fireworks.
We’re excited to partner with top creators and world-class production companies to offer these new shows to audiences globally—on the platform where the world chooses to watch over a billion hours of video every day.
1
People turn to YouTube to express themselves, engage with creators, and connect with the thriving communities they’re proud to be a part of.
This vibrant fan and creator community is also why brands turn to YouTube. And we're excited that Johnson & Johnson Consumer Brands will be our first advertising partner of this new content. In addition to a major investment in our creators through Google Preferred, they’ve signed on as the exclusive sponsor of
Best.Cover.Ever.
, helping to make the talent competition accessible to YouTube viewers.
Check out
#Brandcast
to see highlights from the night and
look here
to see what new YouTube trends were announced.
Robert Kyncl, Chief Business Officer, YouTube, recently watched "
Justin Bieber - Despacito Ft. Luis Fonsi & Daddy Yankee
."
1
Source: YouTube Internal Data, Global, 2016
Highlights from tonight’s YouTube Brandcast event: What’s next for Google Preferred
5 Mayıs 2016 Perşembe
Tonight, YouTube hosted our fifth annual Brandcast in New York, our digital
Newfronts
event, where we showcase the best of YouTube to advertisers and agencies. With a little help from
Big Bird
, the
Whip Nae Nae
, and
Sia
, we showed that YouTube is where the world chooses to watch: on mobile alone, we now reach more 18-49 year-olds in the U.S. than any broadcast or cable TV network.
1
As a result, our influence is greater than ever. In fact, nearly
60 percent
of YouTube subscribers say they’d follow a YouTube creator’s advice on what to buy over that of their favorite TV or movie star. And the influence of YouTube stars continues to grow—last year, 6 in 10 of the most influential celebrities among teens were YouTubers, and this year that number jumped to
8 in 10
.
To help brands capture some of this momentum, we have a premium content offering called
Google Preferred
that features creators like
Lilly Singh
,
sWooZie
and
Laura Vitale
. Organized into 13 lineup categories—including Comedy, Music, and Food & Recipes—Google Preferred is easy to buy and gives advertisers access to the most-loved and most-watched content on YouTube. In fact, Google Preferred reaches more people in the U.S. on mobile than all full episode players combined.
2
And, we announced at Brandcast that Google Preferred just got better. Here’s how:
1. More Can’t-Miss Moments With Google Preferred Breakout Videos
Pop culture moments like the
Harlem Shake
and
Let It Go
are as unexpected as they are popular. While Google Preferred gives brands access to established creator channels, our new Breakout Videos offering lets them advertise on emerging content—the hottest and fastest-rising videos on YouTube. With the launch of Google Preferred Breakout Videos in the U.S., brands can be there alongside the next breakout star.
2. More Ease and Relevance with Programmatic Guaranteed for Google Preferred
To make it even easier to be there in the moment viewers are watching, upfront buyers will soon be able to execute their Google Preferred—and Breakout Videos—buy programmatically through DoubleClick Bid Manager. This means all video campaigns (including TrueView, Google Preferred, and cross-exchange) can be managed in one place.
3. More Sports Fans With NBA Highlights on Google Preferred
NBA Commissioner Adam Silver also took to the Brandcast stage to announce that NBA inventory is now part of Google Preferred. Top NBA highlights will surface in Google Search and on YouTube, offering brands access to the NBA’s loyal fan base across screens. In addition, the NBA will soon launch two new VR series on YouTube that give viewers a behind-the-scenes look at team arenas and their favorite players.
4. More Great Results for Brands
With new additions like Breakout Videos, Programmatic Guaranteed, and NBA highlights, Google Preferred will keep delivering massive reach, and strong results for brands.
Already this year, among the Google Preferred campaigns we measured, 75 percent drove lifts in consideration
3
and 61 percent drove lifts in favorability.
4
Google Preferred is driving results later in the consumer journey, too: it raised purchase intent in two-thirds of campaigns.
5
Results like these have encouraged nearly twice the number of brands in the U.S. to take advantage of Google Preferred in the last year.
6
Chime in with your Google Preferred questions and comments on #
Brandcast
, and check out
six questions every brand should consider after Brandcast
. We’ll post even more content after the show on the
Brandcast website
.
Kate Stanford, Head of Global Advertiser Marketing at YouTube, recently watched "
Imagine the Possibilities
."
1
Google-commissioned Nielsen study U.S., December 2015. Audience Reach among Persons 18-49 for YouTube (mobile only) and 124 individual U.S. cable and broadcast networks (television only).
2
Google/Millward Brown Digital Google Preferred Mobile Clickstream Analysis US, October 2015 (Full episode players on mobile browser or app include: Netflix, HBO, Hulu, NBC, Fox, CBS, ABC, sourced from the 20,000 person Mobile Compete Clickstream Panel).
3
Google Preferred Brand Lift Meta Analysis, 2015 and Q1 2016. Results for 242 US Google Preferred Consideration Studies.
4
Google Preferred Brand Lift Meta Analysis, 2015 and Q1 2016. Results for 44 US Google Preferred Favorability Studies.
5
Google Preferred Brand Lift Meta Analysis, 2015 and Q1 2016. Results for 80 US Google Preferred Purchase Intent studies.
6
Google data, US, Q1 2016 vs Q1 2015.
Follow the audience...
1 Mayıs 2013 Çarşamba
It has been an exciting year of growth for YouTube and its partners.
We recently announced that YouTube hit an incredible milestone of 1 billion unique monthly visitors, connecting 15 percent of the planet to the videos they love. And those global fan communities are watching more than 6 billion hours of video each month on YouTube; almost an hour a month for every person on Earth and 50 percent more this year than last.
In addition, media companies like Time Warner, The Chernin Group, Bertelsman, Discovery Communications and Comcast have all made significant investments in companies that create, aggregate or service content for YouTube in the last 12 months. And tonight at our Brandcast event for advertisers in New York, another major media company continued that momentum. DreamWorks Animation CEO Jeffrey Katzenberg announced that his company acquired AwesomenessTV, one of the most subscribed-to, teen-focused networks on YouTube. This acquisition gives DreamWorks an opportunity to align itself with Brian Robbins’ powerful, next-generation, online video powerhouse. By partnering with more than 55,000 YouTube channels that collectively represent more than 14 million subscribers and almost 800 million video views, Brian successfully created a YouTube network comprised of one of the most valuable consumer groups--
Generation C
. This audience is defined by its desire to be constantly connected, and at the center of creating and curating content for social communities.
DreamWorks Animation’s major announcement underscores a shift in consumer behavior, and now, Nielsen has further amplified this point by concluding that YouTube reaches more U.S. adults ages 18-34 than any cable network. And history--from the transition to radio, then TV, from network to cable--tells us that advertisers always follow the audience. In line with that trend, we also unveiled this evening that the ANA Alliance for Family Entertainment (AFE)--a group of nearly 40 national advertisers, whose combined ad spend represents 37 percent of all U.S. television advertising dollars--will buy media across 32 channels of family-friendly content on YouTube.
Much like our content creators, we find that brands on YouTube--like T-Mobile, Samsung, Dove and Pepsi--all share a common objective: to cultivate a direct relationship with their consumers--one built on engagement and authenticity. These companies know that on YouTube, it isn’t just about rallying behind one show; it is about reaching the passionate fan communities of Gen C, an audience that influences more than $500 billion in annual consumer spending. As a result, we’re seeing a myriad of brands increasing their media spend, building channels, and discovering first-hand that the interactions they have with their fans on YouTube drive engagement.
Content creators have long recognized the power of YouTube’s platform to connect with an audience. Advertisers are increasingly doing the same. Together we’ll continue to build YouTube as a global destination for the next generation of entertainment.
Robert Kyncl, Vice President, Global Head of Content Partnerships for YouTube recently watched
"Brent and Johnson - Equality Street."
To learn more about how brands can reach key audiences on YouTube, please visit our
AdWords Agency Blog
.
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