YouTube Makes it Easier than Ever for Advertisers to Reach TV Viewers & ‘Cord-cutters’
According to the latest Nielsen data, long relied upon to measure
audiences for television, radio and newspapers in media markets, cord-cutting
has risen to the point whereby more than half of 18-49 year-olds in the US are
either light viewers of TV or do not subscribe to TV at all. This presents
something of a dilemma to advertisers hoping to gain exposure to these markets.
This is a finding which YouTube themselves are of course
keen to capitalise on, and so in an effort to do just that they recently
announced what they describe as “a new set of opportunities on YouTube to help
brands reach these viewers across content and devices.” Basically, they are
making it easier for advertisers to reach users watching via set-top boxes,
gaming consoles, streaming devices and smart TVs.
Viewers are slowly but surely drifting away from the classic
television format and shifting towards on-demand services and platforms where
they can watch what they want, when they want; an assertion backed up by a
recent Google-commissioned Nielsen custom fusion study which found that of the
aforementioned cord-cutters, as many as 90% instead turn to YouTube for their
fix.
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| Img: Esther Vargas |
In an official announcement
posted to the YouTube blog, the company stated, “We’re amidst the second major
shift in how people watch video on YouTube. In the past few years, we witnessed
mobile viewership exceed desktop, marking the first major shift in how people
interacted with YouTube. Now, in 2018, viewers are returning to that original,
purpose-built device for video viewing – the television set.
“TV screens are our fastest growing screen counting over 150
million hours of watch time per day. We heard from advertisers that they want
in so we have been working to make it easy for you to find your most engaged,
valuable audience while they are watching YouTube on a TV set, with the
new TV screens device type. In the coming months, we’ll add TV screens –
joining computers, mobile phones and tablets – to AdWords and DoubleClick Bid
Manager, so advertisers globally can tailor their campaigns for this
environment – for example, by using a different creative.”
Also as part of the update YouTube TV will be added to Google
Preferred for the first time, allowing advertisers access to full-length TV
inventory and further simplifying the process for those who want to reach YouTube’s
viewers regardless of the device they’re using.
Sam
is an aspiring novelist with a passion for fantasy and crime thrillers.
Currently working as Editor of Social Songbird, he hopes to one day drop that
'aspiring' prefix. Follow him @Songbird_Sam
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YouTube Makes it Easier than Ever for Advertisers to Reach TV Viewers & ‘Cord-cutters’
Reviewed by Unknown
on
Wednesday, May 02, 2018
Rating:
Reviewed by Unknown
on
Wednesday, May 02, 2018
Rating:
Unknown
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