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YouTube just announced three new TV-focused ad offerings (GOOG)
YouTube announced on Sunday three new TV-focused ad offerings as part of its ongoing effort to lure TV brand advertisers, which are slated to spend $68 billion in the US this year.
Below is a closer look at YouTube’s new ad offerings, and why these are attractive to TV advertisers:
- “Light TV viewers,” as YouTube refers to them, might be harder to reach via traditional media as these users favor accessing TV and video content online. Brands will have the ability to target light TV viewers across mobile, TV, tablets, and desktops. Helping brands reach this segment is significant because over 50% of US 18- to 49-year-olds are light TV viewers, but 90% of this group still accesses YouTube, per Nielsen.
- YouTube is making YouTube TV ad inventory available for purchase for the first time this upcoming broadcast season. For context, YouTube TV has over
- subscribers and is available to over 85% of US households. The ad inventory will be available for purchase through Google Preferred, which allows brands to run ads on YouTube’s top creators' channels. This means brands will be able to purchase ad space on content from linear TV and YouTube’s most popular user-generated content in a single campaign. Increasing the ways that brands can advertise next to premium content is imperative as YouTube
- to struggle with brand safety issues.
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