Every day, people come to YouTube to connect with their favorite creators, and in the process, they discover new products they love. In turn, this creates a valuable opportunity for brands to reach new audiences on YouTube and partner with creators to amplify their message. Over the years, we’ve seen branded content grow on YouTube, thanks to the direct connection creators have with their fans. In fact, the influencer marketing industry as a whole is projected to reach $ 15 billion by 2022.
Given the success our brands and creators have seen with branded content on YouTube, we are evolving FameBit to YouTube BrandConnect.
Through YouTube BrandConnect, we’re making it easier for creators and brands to create branded content that is both authentic and effective. Our focus will continue to be supporting and driving revenue to creators, providing measurable campaigns for brands, and reaching viewers with authentic and relevant content. We’ve built unique, industry-first features within our branded content platform to support each of these goals.
On the creator side, we’ve developed insights-based matchmaking tools that allow more access to branded content deals for eligible creators across YouTube. Because of the connection that creators have with their fans, our proactive matchmaking produces highly engaging and relevant branded content. And it’s working – over the past two years, average deal size across the full service product grew more than 260%.
YouTube creators have a real-time pulse on their community and have the flexibility to pivot their content to serve audience (and brand) needs, something we’re seeing firsthand right now. For example, the Reese’s brand’s March Madness campaign took a turn when the annual basketball tournament was cancelled due to the pandemic. Creators including 2Hype, Smosh Pit, and Eh Bee Family were able to adapt their previously-shot content to still bring a relevant vibe to fans at home, while driving strong consumer engagement and awareness for Reese’s Miniature Cups newly designed packaging, which was perfect for a stay-at-home game of couch basketball.
For brands, we’ve added new measurement solutions like Brand Interest Lift, Influencer Lift, and organic view-through conversations that provide them with real-time campaign results and bring the accountability of digital advertising to branded content campaigns. Brand Interest Lift allows advertisers to measure consumer search behavior resulting from viewing the creator’s video, and Influencer Lift measures consumer sentiment on Purchase Intent, Brand Recall, and more. Through Google insights and tools, it is possible for brands to measure the impact and ROI of influencer marketing for the first time on YouTube.
We’ve also introduced several ads technology innovations such as the shopping shelf and app shelf to help viewers buy products and download apps being discussed in creators’ videos directly from the watch page. This will soon expand to a new media shelf, where viewers can buy or rent movies and shows. We’ve also introduced new technologies like the AR try-on experience that allow viewers to virtually try on and shop products, alongside their favorite creators.
Eligible creators in the U.S. with 25,000+ subscribers will be able to sign up for YouTube BrandConnect directly in YouTube Studio, where we’ll be adding more campaign management features in the coming months. With YouTube BrandConnect, brands can easily connect and measure branded content campaigns with their Google and YouTube advertising strategies – allowing for full-funnel influencer marketing integrations.
We’re always looking for new ways to help creators earn more money, and we’ve added additional resources to help creators get started making branded content on Creator Academy. We’ll continue investing in our technology and expanding internationally to bring new experiences to creators, brands and their fans globally. This is just the beginning for YouTube BrandConnect, and we’re excited to bring even more value to creators, brands, and viewers through branded content campaigns in the months ahead.
Lori Sobel, Global Business Head of YouTube BrandConnect
Henry Scott-Green, Product Manager at YouTube BrandConnect
With cord-cutting on the rise, brands have been looking for new ways to connect with an important part of their audience that are harder than ever to reach. According to fresh Nielsen data, more than half of 18- to 49-year-olds in the U.S. are either light viewers of TV or do not subscribe to TV; but over 90 percent of these people watch YouTube.1 Today we’re introducing a new set of opportunities on YouTube to help brands reach these viewers across content and devices.
YouTube audiences on TV screens
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.
At YouTube we’ve brought people back to the big screen by building a rich YouTube experience for set-top boxes, gaming consoles, streaming devices and smart TVs of all stripes. And now TV screens are our fastest growing screen counting over 150 million hours of watch time per day.2
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.
We’ve already seen that people react positively to ads on the TV screen – based on Ipsos Lab Experiments, YouTube ads shown on TV drove a significant lift in ad recall and purchase intent, with an average lift of 47 percent and 35 percent respectively.3
YouTube audiences on every screen
And for brands who want help reaching cord cutters, we now offer a new segment in AdWords called “light TV viewers.” Advertisers will be able to reach people who consume most of their television and video content online and might be harder to reach via traditional media. This audience is reachable on YouTube across computers, mobile, tablets, and TV screens.
Welcoming YouTube TV to Google Preferred
Last year we launched YouTube TV, a new way to enjoy cable-free live TV. Now a year in, YouTube TV continues to gain momentum – we’ve recently added new networks to our service, expanded availability to over 85 percent of U.S. households in nearly 100 TV markets, and announced partnerships with major sports leagues. For the first time, this upcoming broadcast season advertisers will be able to access full length TV inventory in Google Preferred.
Content from some cable networks in the U.S. will be part of Google Preferred lineups so that brands can continue to engage their audience across all platforms. This means advertisers will be able to get both the most popular YouTube content and traditional TV content in a single campaign – plus, we’ll dynamically insert these ads, giving advertisers the ability to show relevant ads to the right audiences, rather than just showing everyone the same ad as they might on traditional TV.
As marketers continue to break the silos and think of holistic media plans, we’re excited to enable the opportunity. Because while TV screen viewing is big and growing fast, video is everywhere and the key is connecting with viewers wherever they watch.
Posted by Debbie Weinstein, Managing Director, YouTube/Video Global Solutions
1Google commissioned Nielsen custom fusion study. Desktop, mobile and TV fusion. TV measurement of television distribution sources and total minutes watched. Reach among persons 18-49. Light TV viewers represent the bottom tercile of total TV watchers based on total minutes viewed. October 2017.
2YouTube Internal Data. Global, accurate as of Jan 2018. Based on seven day average of watch time for TV screen devices, which include smart TVs, Roku/Apple TV and game consoles.
3Google/Ipsos Lab Experiment, U.S., March 2018 (32 ads, 800 U.S. residents, 18-64 y/o)
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Nine years ago, YouTube launched its Partner Program with the goal of helping creators earn advertising revenue while connecting their innovative content to audiences around the world. Every year, more and more brands are making YouTube essential to their marketing strategy. In fact, in the last year alone, the top 100 advertisers have increased their spend on YouTube video ads by 50 percent.
As brands continue to embrace the value of YouTube, they’re also taking their investments one step further, partnering with creators on branded content opportunities such as product placements, promotions and sponsorships. As we look to the future, we want even more creators and brands to come together and realize the benefits of these creative collaborations.
Today, we’re excited to announce that Google has acquired FameBit — a technology platform company that helps creators and brands find and work with each other through sponsorships and paid promotion. We believe that Google’s relationship with brands and YouTube’s partnerships with creators, combined with FameBit’s technology and expertise, will help increase the number of branded content opportunities available, bringing even more revenue into the online video community.
Creators will always have the choice in how they work with brands, and there are many great companies who provide this service today. This acquisition doesn’t change that. Our hope is that FameBit’s democratized marketplace will allow creators of all sizes to directly connect with brands, as well as provide a great technology solution for companies like MCNs and agencies to find matches for their creators and brand partners.
We look forward to seeing FameBit and the entire branded content space thrive as we continue to support the success and creativity of the creator community.
Ariel Bardin, Vice President, Product Management recently watched “New Yorkers Share their Story for a Dollar.”
Lenovo recently announced that they’re planning on phasing out the Motorola brand after the company’s major acquisition two years ago, and needless to say, that stirred up plenty of emotions from people all over the web. Before things continue to escalate, Motorola has released a statement about how they’re going forward into 2016 and beyond, including the fate of the Motorola brand.
First and foremost, Motorola Mobility isn’t going anywhere. That portion of the company is still in charge of their own business just like they always have been, including engineering, design, and manufacturing. The only real change comes in the form of dropping “Motorola” from device branding, which is really something that Motorola has been pushing for recently anyway.
The company will instead focus on “Moto” as a brand, instead of worrying with the “Motorola” side of things. Motorola has been doing that since the inception of the Moto X, rebranding the M logo with new fonts and colors and designs. While their devices are technically the Motorola Moto X and Motorola Moto G, they’re almost universally referred to as just the Moto X or Moto G. All of the recognition has been shifted to the Moto part of the name, and that’s the biggest official change that’s happening with Lenovo’s decision.
From here on out, we’ll see more focus on the Moto and Vibe brands from Motorola and Lenovo, with less focus on the Motorola and Lenovo part of things. Both names are simpler and a more modern take on advertising, and long term, will probably be good for both companies.
Come comment on this article: Motorola discusses their brand’s future after Lenovo’s decision to phase it out
Samsung’s mobile payment service, Samsung Pay, launched back in September and has been on a mission to beat out rivals such as Android Pay and Apple Pay. Unlike competitors, Samsung Pay brings the addition of magnetic secure transmission allowing for a much wider compatibility.
The only downside of Samsung Pay is that it only works on specific Samsung devices such as the Galaxy S6, Galaxy S6 Edge, Galaxy S6 Edge+ and Galaxy Note 5. However, a new rumor shows positive signs. There’s a possibility that Samsung will bring its payment service to a wider range of brands in the future. Samsung also plans to continue its advertising scheme that it’s not just another Android Pay or Apple Pay, it’s something more special. The rumor comes from the VP of Samsung’s mobile division, Injong Rhee, so it’s safe to assume that this is valid. As always, we’ll keep you updated if we hear any further plans.
Come comment on this article: Samsung Pay might be coming to more brands in the future