YouTube Accelerates its TV-screen Ad Alternatives

YouTube | May 11, 2020

  • YouTube is accelerating its TV-screen ad options.

  • Google’s internal numbers that show sharp growth in consumption on TVs, and there’s been speculation these numbers will remain consistent as COVID-19 keeps consumers at home.

  • The ad formats may be familiar to regular advertisers on YouTube, but the move signals Google’s intention to continue its growth in the realm of connected TV instead of just an app on user phones.

 

Brand Lift on TV Screens

Advertisers running Brand Lift surveys on YouTube will have a new placement in the coming months: TV screens.

With media mixes becoming increasingly reliant on streaming, it’s more important than ever to measure its impact. As a result, we’re accelerating the launch of Brand Lift for YouTube on TV screens.

- Google announcement

Surveys will be optimized for larger screens and be TV remote control-enabled so users can participate instead of tapping or with a mouse on their desktop.

Google touts the ability for brands to now make faster decisions about their ad performance on the fly with the additional data.

It will be available for ad recall, purchase intent, or awareness studies for the YouTube app on TVs in the coming weeks. The projected date for YouTube TV is early in the third quarter.
 

Skippable Ad Format Coming to TV

YouTube’s widely-used skippable ad format will also be available on TV screens this year.

Skippable ads appear before, during or after other YouTube videos. They run for 5 seconds before the user has the option to skip them.

Advertisers find these favorable because they only pay if the user watches the whole video, or 30 seconds of it, whichever happens first.

Skippable ad prices are paid based on impressions, with the option for bidding types like Target CPM, Target CPA and Maximize Conversions.
 

Read more: Youtube launched a free DIY tool for small businesses to create short video ads
 

Timing of the Enhancements

Google reports sharp year-over-year increases of watch time by 80% on YouTube in the US.

The data cited runs from March 11-April 10, so the jump doesn’t fully encompass the anticipated surge that will eventually be reported from the time period during the COVID-19 outbreak.
 

From this time period int he US, Google has seen:

-250% increase in feature-length movies

-300% increase in TV show consumption

-450% increase in news
 

Worldwide, Google is reporting:

-800% increase in feature-length movies

-125% increase in TV Shows

-250% increase in live content
 

YouTube During COVID-19

Comscore has reported that over 70 million US households stream content to their TV screens.
Of this consumption, the report shows that YouTube has the highest reach and most hours consumed among any streaming service. YouTube accounts for 25% of all streaming watch time in the US.

The weeks of sheltering in place has meant a more captive audience, often with multiple family members who stream together or alone. The rapid increase has created a wave of demand for fresh content from the platform.

Google has also noted that watch time via screencasting has increased 75% year over year.

Their full announcement can be read here.
 

OTT/CTV Wars Heating Up

This increase in demand has not come without challenges for creators trying to monetize short-term. Fluctuating policies around COVID-related content and advertiser hesitancy to have their ads appear in tandem with it are expected to wane as users’ experience during this time normalize.

eMarketer reported a huge 320% leap at the start of the year for Connected TV ad transactions in North America. Streaming devices and programmatic services like The Trade Desk are all better on the continued growth. Just this week, Roku announced their OneView Platform launch, signaling their intention to get a piece of the ad spend pie, particularly in light of the sustained rate of larger consumption during Coronavirus.

Our goal is to help advertisers and content partners invest for a world where all TV is streamed.

- Scott Rosenberg, SVP and GM, Platform Business at Roku

Read more: Youtube mulls letting creators sell their own ads directly to brands

Spotlight

Matt Talmage, Director of Demand Generation from Wibbitz and Rachel Zalta, Global Research & Insights Lead from Taboola discuss native video—check it out to discover best practices for context and production.


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Fiverr Makes a Move into the Advertising Industry with Togetherr™

Fiverr, Togetherr | June 09, 2022

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Clients, creatives and agencies are now looking for better ways of working. “Long before the pandemic, our industry was stuck in a rut, slowly choking the creative energy and ambition that once defined our industry,” said Amir Guy, Togetherr’s General Manager. “The agency-of-record (AOR) model, based on hefty retainers, bloated head-counts, overheads, and complex processes, is not meeting today’s client needs. Clients need a lot more for less, and faster. Trying to meet these needs without changing our industry's complex system resulted in broken spirits, lack of bravery, lack of excitement, and short-termism. We lost our creative icons, our magicians, our storytellers. Creatives were driven out of our industry, and clients are now looking for them elsewhere. The last two years taught our clients that they can find creativity elsewhere, and produce campaigns better and faster.” “With new and important marketing channels continuing to impact the industry, brands are re-thinking how to maximize creative output in the simplest way,” said Micha Kaufman, CEO of Fiverr. “Togetherr is a platform that aims to enable and accelerate new ways of working in the creative industry. When you allow yourself to look beyond the old system and challenge the way things have been done forever, you realize that talent can be found everywhere, on a global scale. You also find that diversity, which is so essential for creativity, becomes truly possible when you go beyond old constructs. Leading brands today often build their own creative capabilities in-house, and they need easy ways to augment them with outside independent talent and micro agencies on a project-by-project basis.” Togetherr builds on Fiverr’s long-founded mission of revolutionizing how the world works together. This groundbreaking new platform puts talent and creativity at its core and uses technology powered by a cutting-edge AI engine to help leading brands engage with and manage teams of top-tier independent creatives to meet their project goals. The Creative Genome Talent on Togetherr is vetted manually and through the Creative Genome’s powerful technology - ensuring clients have access to the best and brightest in the industry. Creatives on the platform have won awards, worked on campaigns for some of the world’s top brands such as Nike, Coca-Cola, HBO, Apple, and Netflix, as well as agencies, and have won accolades from their peers, clients, and colleagues alike. All of these data points are collected by the Creative Genome in order to assemble top-notch teams to ensure that brands work with the most optimized teams possible, something no agency in the world can offer. For Brands Togetherr is flipping the agency model on its head. Brands will no longer be bound by bureaucracy, agencies-of-record, and long RFP processes to bring campaigns to life. With Togetherr, the platform obtains the brief from the client, and the powerful AI engine will build a team specifically curated for that particular project. They get access to world class talent at the click of a button - to enhance the capabilities of their in-house creative teams - a space we see a lot of brands building out - or to build an entire freelance creative team to deliver new ideas or test new approaches. 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Business Intelligence Group, Ezoic | August 01, 2022

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Viamedia Promotes Jim Loughran to SVP of Convergent Video Partnerships, Heading Its Patented QTT™ Division

Viamedia | June 03, 2022

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