NewFront News and Views: Creators and Interactivity Rule at YouTube

Venue amp160Radio City Music Hall for the second straight year amp160When attendees walked into the space they were greeted by a large burgundy diorama on stage flashing photos of YouTube creators and personalities amp160Guests were offered popcorn and other snacks from representatives walking down the aislesPresentation amp160Another twoact affair with all the speeches testimonials and announcements from YouTube executives highlighting the first act followed by a succession of eyepopping production numbers and creator turns in the second amp160This eventamp8217s opening sequences have become memorable moments for any NewFront or Upfront and once more things literally started on a high note amp160Three string instrument players were raised to center stage soon accompanied by other orchestra members standing above the stage on either side all making music to a parade of video clips and graphicsFrom there YouTube Chief Executive Officer Susan Wojcicki pictured at top saluted the serviceamp8217s universe of content creators amp160amp8220They are on the cutting edge of culture creating entirely new genres we could never have imagined beforehand and diversifying our perspectives in the processamp8221 she declared amp160As a result viewers now flourish in an environment where amp8220primetime is personal amp8230 every one of us has our own primetime and no oneamp8217s primetime is the sameamp8221Later on Johnson ampamp Johnson Global Chief Marketing Officer Alison Lewis explained why her organization is allin with YouTube campaigns jumping investment 250 over the last three years amp160amp8220We get a direct line to our audience allowing us to engage with them on their passionsamp8221 Lewis explained with elaborate graphics on display amp160amp8220Not only that weamp8217re able to customize our messages on the fly evolving as fast as the weather changesamp8221Newsamp160 Sponsors wanting to take part in YouTubeamp8217s growing number of amp8220Originalsamp8221 content will get that opportunity later this year amp160From that point on viewers can choose to watch them commercialfree for a charge or free with adsamp160 The coming lineup includes Show Me the Evidence investigations of unique phenomena Retro Tech pop culture tech trends with creator Marques Brownlee and a topsecret undertaking with music superstar Justin Bieber amp160Also on display new seasons of scripted series Cobra Kai Impulse and Liza on Demandamp160 Postevent YouTube announced the premiere of its first interactive program this fall just two weeks after hiring a fulltime executive to generate both scripted and unscripted ITV as well as live events amp160A Heist with Markiplier coproduced with Rooster Teeth will invite viewers to guide Markiplier aka Mark Fischbach through a museum robberyHost amp160Wojcicki Chief Business Officer Robert Kynci and Google Americas President Allan Thygesen handled their portions well amp160Lewis gets a nomination for most impactful advertiser testimonial at any 2019 Upfront or NewFrontStar Turn amp160A musical lineup to behold with knockout performances from Dua Lupa Lele Pons and Daddy Yankee complete with backup dancers and lighting effects that at times converted the Radio City Music Hall ceiling into the Hayden Planetarium amp160During one secondact sequence balloons and cookies rained down on the audience photo below amp160Thatamp8217s right amp8211 rainedamp160 Comedianactress Tiffany Haddish had the crowd in constant belly laughs telling us how YouTube impacted her life amp160amp8220Iamp8217m a mechanic nowamp8221 Haddish said amp160amp8220Iamp8217m a reiki healer now amp160I can also make Red Button shoes but you canamp8217t walk that far because they turn into brown bottomsamp8221Data Insightsamp160 Smart TV setTVconnected device owners collectively watch 250 million hours of YouTube per day while the service reaches more adults 1849 daily across different platforms than all cable TV networks combinedamp160 One Johnson ampamp Johnson product campaign resulted in a 14 percent rise in salesInnovative Opportunities amp160More available time on YouTube TVamp8217s lineup of 70plus broadcast and cable channels where inventory can be bought based on audience reach by personal interests or demographicsCuisine amp160Brownies were served along with the popcorn water and soda preeventKey Takeaway amp160Recent reports of YouTube cutting back on scripted original series may be exaggerated especially if they become a hot advertiser item and become a centerpiece of the interactive TV strategy under formulationClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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NewFront News and Views: Creators and Interactivity Rule at YouTube

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Simon Applebaum

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NewFront News and Views: Creators and Interactivity Rule at YouTube

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