NewFronts 2023 Has YouTube Front and First Again with a Creator-Driven Appeal

The Big Message Any size advertiser or ad agency out to deep dive their spending on smart TVdistributed services this coming season should make YouTube an unequivocal top buy There are plenty of reasons why from a variety of long and shortform content and content creatorsinfluencers to align with to a variety of ad formats to utilize some that incorporate artificial intelligence technology supplied by Google in breakthrough ways quotAI will make YouTube39s creative campus more creative for creators and advertisers alikequot insisted Google Vice President of Agency and Brand Solutions Kristen O39HaraHost Lisa Koshy the popular YouTube personality with more than 17 million followers for her video content She connected with the live audience and people watching elsewhere through a livestream connection with her recollections of how pretending to be various characters in her videos led to realizing media opportunitiesWhat Worked Turning most of the presentation over to notable YouTube video contributors and going beyond having them document their rise to fame with Gen Z communities For example After journalist Jon Youshaei described his career transformation from behindthescenes marketing manager at YouTube and Instagram to oncamera video interviewer he then turned game show host for a segment questioning other creators and the onsiteremote audiences about YouTube viewing preferencesWhat Also Worked A pair of segments exploring how Adobe and Dove Unilever39s beauty products brand reached Gen Z demographic targets through unique YouTube campaigns Adobe set up interaction with a group of YouTube Shorts creators while Dove produced commercials and longform videos as part of an ongoing effort to dismantle unattainable beauty ideals and stereotypes At one point Unilever USA President and Unilever Personal Care North America Chief Executive Officer Esi Eggleston Bracey urged everyone to watch The Real Cost of Beauty Dove39s latest YouTube video on the subject and produce more campaigns that can impact society for the better quotPowerful content deserves powerful execution to generate powerful resultsquot Bracey saidWhat Didn39t Work Nothing of consequence Smooth event all the wayBonus Points Pier 57 attendees received a Playbilltype brochure at the top of the presentation offering all sorts of factoids on YouTube and its creator community At the end attendees could scan a QR code on either side of the stage and offer instant feedback on the eventData Points YouTube Shorts average 50 billion daily views In recent years YouTube has distributed more than 50 billion in payments to creators artists and media companies More than 30000 content creators have at least one million subscribers to their videos or channelsNews A few tidbits with YouTube saving any new content initiatives for its annual BrandCast Upfront event in two weeks O39Hara announced that YouTube Shorts will launch new ad campaign options including customized messages deployed for maximum reach and efficiency through AIpowered tech YouTube Select the avenue many advertisers use to place ads on the service39s most popular content will be expanded to allow carriage on YouTube Shorts now getting 15 billion users per monthParting WordsquotYou might ask what39s new about the NewFronts Almost everything We are living in challenging and unpredictable times There39s a lot at stake and a lot up for grabs The message is clear this is not your parents39 primetimequot David Cohen Interactive Advertising Bureau Chief Executive Officer in his opening remarksquotThis is insane Yes I39m pretending that this is my Saturday Night Live monologue amp8230 YouTube is my resume my proof of concept and most of all my homequot YouTube NewFront host Liza KoshyquotYouTube is the platform the home for Gen Z and the generations ahead More households are growing up with YouTube on their TV screenquot YouTube creator Jon YoshiequotMake ads like your best friend is talking to you It39s all about trustquot Advice on how sponsors should craft YouTube commercials from content creator Darcie GilesquotLet the creators be creative We know what worksquot YouTube content creator Asia JacksonquotYou know what keeps you fresh Navigating the rapid paradigm shifts in our industryquot Kristen O39Hara Google39s Agency and Brand Solutions Vice PresidentClick the social buttons 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 writers

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NewFronts 2023 Has YouTube Front and First Again with a Creator-Driven Appeal

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Simon Applebaum

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NewFronts 2023 Has YouTube Front and First Again with a Creator-Driven Appeal

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