YouTube Tests Its Advertising Sway--Side-Stepping St和ards, Winning Budgets
YouTube may be too big to ignore. 的 question for advertisers might be - is it so big that it doesn’t have to play by the rules?
的 字母-owned video giant 有 been surging on multiple fronts, even as it finds itself embroiled in multiple crises. 该公司 索赔 that 125 million people watch YouTube on connected TV devices each month. According to the most recent report from 尼尔森的 的 Gauge, YouTube accounts for over 9% of all TV viewership. Indeed, nearly half (45%) of YouTube viewership is on CTV. 对很多人来说, YouTube 有 assumed a central role in the living room, as it 有 smartly taken advantage of our mobile-first culture by allowing users to cast 和 control remotely from the YouTube mobile app to their smart TVs.
After more than a decade of fighting for legitimacy 和 the right to be considered in the same breath as the biggest media companies, YouTube is now a serious player in the TV upfronts, 和 有 an audience that simply can’t be ignored by certain br和s.
Social winds shift, YouTube monetization prevails
与此同时, in the social video realm, YouTube had seemingly been staring down an existential threat a few years ago, as TikTok exploded onto the scene, capturing massive amounts of people’s screentime. But after leaning into short form video, YouTube短裤 有 跳 from 30 billion to 50 billion views a day on the platform.
While TikTok 有 hardly gone away as a threat to YouTube (和 essentially every company in the video business), YouTube短裤 有 clearly resonated with consumers. Monetization 有 been a challenge, as Shorts represents lower yields to YouTube than its longer-form inventory, but currently 字母 seems willing to invest here, as the TV-centric version of the product continues to make inroads among br和s.
直到它不再.
YouTube pushes regulatory boundaries 和 flouts its own st和ards
Several of the biggest stories in advertising over the past few months have involved YouTube, 而且不是一种好的方式. First, the ad tech firm Adalytics reported that YouTube was generating views away from its main YouTube platform, violating its own st和ards via a program many advertisers didn’t realize existed.
的n, a few weeks later Adalytics released another 重磅炸弹, reporting that YouTube was running targeted ads alongside videos aimed at kids – which is potentially a violation of federal law.
You may recall that back in 2017 or so, YouTube ads were found running alongside some truly awful videos (terrorism 和 worse), 和 a slew of high profile br和s such as AT&T 抵制 YouTube for a considerable period of time. Back then, YouTube issued multiple mea culpas, 和 vowed to fix its problems.
Will calling “Not it” satisfy br和s’ concerns, as YouTube rolls out new initiatives?
Which is why it’s so noteworthy that YouTube vehemently 否认 these two Adalytics reports this time around – essentially saying, 这是无稽之谈, 和 we don’t have any problems to fix.
It’s hard to know whether YouTube is right, or using its video clout to see how hard it can push back 和 remain unscathed. 该公司 certainly seems empowered to throw its weight around to a degree.
That at least seems to be the cause of YouTube’s latest ‘controversy’ – as the company announced that it plans to issue its own co-viewing measurement data for CTV buys.
更多的 marketplace advantages advertisers can’t ignore
This 有 naturally roiled YouTube’s TV competitors, which are in the middle of testing numerous new third-party currency alternatives as they try to stay competitive in CTV. 就其本身而言, YouTube 有 said that its co-viewing data 有 been deeply researched, 不管, it allows br和s to bring in other third-party metrics firms to provide a second opinion of co-viewing numbers.
Furthermore, YouTube's substantial annual investment of $2 billion in NFL周日门票 有 been a game-changer in the TV space. This strategic move positions YouTube as a formidable force, strengthening its foothold in the television arena. 的 massive investment not only solidifies YouTube's presence but also enhances its appeal to advertisers seeking a prime platform for their CTV campaigns.
到目前为止, none of this noise 有 seemed to hurt YouTube’s business (in fact, revenue was up during 字母’s most recent quarter). Even as new rivals such as 网飞公司 和 迪斯尼+ push into ad-supported streaming, YouTube sits just behind Hulu 在中央电视台的广告竞赛中.
+, YouTube 有 an unexpected 和 unusual advantage in the market at the moment – while Hollywood is essentially closed thanks to multiple labor strikes, YouTube’s increasingly robust pool of creators are open for business, 和 ready to deliver for br和s. 的先生. Beasts of the world were already generating audiences that sometimes rival popular TV shows, 和 now the playing field is wide open.
Where will YouTube’s market share go from here?
It remains to be seen as to whether br和s penalize YouTube for its Adalytics foils, or balk at its attempt at grading its own co-viewing homework. Right now, YouTube may just be too large a force to ignore. 与 多数 of the US population tuning in to YouTube, 它的视频, especially the long-form CTV content, represent a wealth of opportunities for most advertisers to succeed in an ever-evolving market.
This is a reality YouTube seems well aware of.
[Editor's note: This is a contributed article from Lotame. 流媒体 accepts vendor bylines based solely on their value to our readers.]
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