Advertisment

YouTube pitches ad targeting and growth in TV streaming viewership at Upfront

From YouTube Select Creator Takeovers to reducing the inventory of the channels included in YouTube Select, and introducing AI tools for CTV, along with revamping QR codes for ad engagement, the platform offers a comprehensive suite of options for advertisers

author-image
BestMediaInfo Bureau
New Update
Youtube
Listen to this article
0.75x 1x 1.5x
00:00 / 00:00

Delhi: As this year's upfront cycle begins, YouTube is bolstering its appeal to advertisers with a range of new features. 

From YouTube Select Creator Takeovers to reducing the inventory of the channels included in YouTube Select, and introducing AI tools for CTV, along with revamping QR codes for ad engagement, the platform offers a comprehensive suite of options for advertisers.

One strategy involves increasing scarcity by elevating the requirements for its YouTube Select program.

YouTube Select, known for bundling inventory from the platform's premier channels, will now comprise the top 1% of channels, a reduction from the previous top 5%. This action aims to guarantee that YouTube Select showcases the platform's most sought-after and popular content.

Furthermore, YouTube is introducing YouTube Select Creator Takeovers, enabling brands to purchase all of a specific channel's ad inventory for a two-week duration.

YouTube Select Creator Takeover will also let advertisers buy out the inventory on channels representing the top 1% of content on the platform.

Additionally, the platform is unveiling an AI-driven ad optimisation tool for connected TV, using non-skippable ad assets and revamping the appearance of QR codes attached to ads. 

Advertisers keep saying YouTube is not going to steal the TV crown anytime soon, but for starters – it is not even trying. “A big part of why viewers consistently choose YouTube is creators” – There’s Only One YouTube, said Anne Marie Nelson-Bogle, Vice-President, YouTube Ads Marketing. 

YouTube's increasing viewership on TV screens might lead ad buyers to categorise YouTube within the broader TV advertising category.

YouTube recorded 1 billion hours being spent by users on average for streaming YT on TV, across the US, according to Nielsen.  The trend in YT streams on TV is expected to grow further. Creators saw a hike of almost 400% in watch time for 2023-24, with streaming on the big screen (Brandcast, Youtube Blog 2024). 

Extending a 15-month dominance, (dating back to February 2023), YouTube emerged as the #1 holder of a share in streaming as per Nielsen’s total TV and streaming report for the US, in 2024 report. 

Advertisment