A NewFront 2020 Threesome—YouTube, Vevo and Roku

The Big Message Make that two messages here First GoogleAlphabet39s content distributor is as impactful an advertising medium as any other Second in a shift from previous appeals labeling smart TV setdevice consumers as a growing population to cultivate compared with PC or mobile viewing YouTube now reaches a substantial smart TV setdevice assemblyHost Chief executive officer Susan Wojcicki assisted by a number of YouTube personalitiesWhat Worked Giving people a choice of what BrandCast to watchamp8212what played during the first hour of the live NewFronts presentation or a customized showcase set up in advance and available Thursday afternoon through an email link Viewers for the custom edition picked different elements from primary host to content genre they wanted to see most such as fashion and lifestyle comedyentertainment music or sports Graphics throughout the show highlighted a viewer39s first name while the content montages were wellpaced and editedWhat Also Worked Special sequences featuring YouTube personalities doing unusual things For my comedyentertainmentcentric presentation magician David Blaine pictured at top performed a card trick from home involving guests situated elsewhere FYI Blaine will be doing a live YouTube special later this yearWhat Might Have Worked Ifamp8230 Customized participants had one fact clear up front For their participation a free pizza would be deliveredamp8212with their choice of dough and toppingsamp8212in time to enjoy the show The one fact not communicated you had to make the pizza yourself after getting all the ingredients pizza pan and cutter at your doorstep Great thing the instructions were excellentamp8212and yes so was my pizza with vegan cheese vegan sausage and mushroomsWhat Didn39t Work Lack of details about future original seriesspecials and putting a spotlight on YouTube talent on the riseData Points100 million plus US citizens watch YouTube via smart TV sets and TVconnected products each monthThe popular quotDance Monkeyquot video from Tones ampamp I has received more than one billion viewsNews Google Preferred where advertisers place spots on the mostwatched YouTube channels will be upgraded to YT Select increasing access to a wider variety of popular YT contentParting Words quotWhen it comes to working with us listen to us Listen to creators and listen to their audiencesquotamp8212Tarek Ali a content maker during a NewFronts interview with YouTube chief marketing officer Danielle TiedtEarlier last week Roku and Vevo presented their NewFront segments For Roku it was all about positioning their smart TV device as a powerful ad platform As for Vevo back on the NewFront trail after a long absence the theme was inviting greater sponsor support of music videosThe Big Message This is the decade of smart TV supremacy over other contentcatching platforms Roku kicked off their spot predicting that by 2030 all TV all TV viewing and all TV advertising will be through a smart set or gadget Music videos through Vevo can be quota forever foundationquot for public enjoymentHighlights Putting the focus on specific viewing trends in Roku39s case such as the sharp rise this spring in catching fitness programs or routines Vevo features an extended interview with pop music megastar Katy Perry wellhandled by sales and distribution president Kevin McGurnLowlights Lack of information about ad options on new Rokudistributed services more than 5000 are now available on this platform and in Vevo39s instance promising a segment on original beyond music video content near the end of its presentation with an onscreen graphic then cutting to concluding remarks from McGurnClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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A NewFront 2020 Threesome—YouTube, Vevo and Roku

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Simon Applebaum

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A NewFront 2020 Threesome—YouTube, Vevo and Roku

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