deodato.co’s Post

You know what I see when these "moments of zen" pop up on my YouTube TV? Unsold inventory. And it's not for lack of demand. Google has made it so hard to purchase ad inventory on Youtube TV that the average advertiser can't get it done. Luckily, Left Hand Agency has cracked the code to getting these campaigns booked on behalf of our clients. Youtube TV is a great place to advertise. While the reach is smaller than traditional OTT, it's a high-income high-attention audience that views a lot of live linear TV. (Think of it like cable - only streaming) The smaller universe means greater frequency. Plus, you have the bonus of household level demographic targeting. It really marries the beautiful parts of linear TV with the precision of digital. If you are wanting to run on Youtube TV, drop us a line so we can wade through the red tape and you can focus on your day job!

In the competition for “Consumers' TV watching time” YouTube is ascendant. Very rapidly. In US for instance, nearly 10% of the time Americans spent in front of TV screens last month was on YouTube’s smart-TV app, Nielsen data show. YouTube reported recently that 150 million people in the US—more than 40% of the population—watch YouTube on connected-TV screens each month. And European people are following the same trajectory. YouTube has definitely grown into a #streaming behemoth with full-length films, highly produced series, #sports highlights and live #events. It’s definitely a new era of #entertainment, where traditional players - such as Warner Bros, Discovery and Paramount Global - are spending heavily on slates of original content and sports programming to retain the viewers they still have, but unsuccessfully. Just a few years ago, nobody could have predicted that a creator from North Carolina would have more YouTube subscribers than the population of Brazil. Or that the K-pop phenomenon would sweep the globe. Or that culture’s biggest moments would get such big, thanks to YouTube (like Coachella -> 3,7 mln followers, here https://lnkd.in/dSQyek_K) Today’s creators - followed by their fans - are redefining what people think of as #TV. According to YouTube internal data, in the last three years, the number of YouTube #creators who received the majority of their watch time on the TV screen has increased by 400%. And viewers are watching more than 1 billion hours of YouTube on their TV screens every day. Creators are reimagining classic TV genres and inventing new ones. In such process, YouTube has become must-watch TV. Why is this happening? Well, for sure deep studies will have to be performed, by based on my recent research on the Creation Economy, more than 50% of people say they would rather watch a creator break down a major event than watch the event itself. This is crystal-clear example which proves that the connection between creators and their fans is truly special. Super-special I would say. It's a super-special connection that can be used by brands to reach and engage their audience, but carefully. More on this topic soon. #BrandStrategy #CreationEconomy

For anyone who buys YouTube through Google ads, I wanted to share a bit of a hack that we are seeing right now to get into premium placements for cheap. In the placements (image below) you can select Google TV and in our current campaigns we're seeing a lot of the inventory pushed to YouTube TV on channels like ESPN, news stations, and entertainment channels. On top of that the CPMs are in the $5-$6 range with 95% plus completion rates. So in essence you can get into some fairly premium inventory for cheaper than a YouTube skipable unit. Make sure to go into your campaigns and check the new Google TV box and then monitor the section where your ads were shown to see if you get a lot of run in YouTube TV. #youtubeads #digitaladvertising #digitalmedia #adagency #connectedtv #streamingtv

YouTube on CTV is becoming one of the most popular destinations for media consumption. It’s also one of the biggest contributors for cord-cutters slicing ties to cable and satellite subscriptions, and the cord-nevers (aka younger audiences) skipping traditional services altogether for Connected TV. YouTube ads on the TV screen allow advertisers to contextually target viewers where they are most engaged, through their favorite content and creators living on the TV screen. Think of RHEI as a TV extension to get younger audiences. Are you interested in learning more about why YouTube on CTV should be on your brand’s radar? Check out our blog -> https://lnkd.in/eXxckzvy

Data from the DASH 2023 TV Universe Study show that 6 per cent of US households now watch TV exclusively on mobile devices, an increase of more than a million homes since 2022. Driven primarily by younger viewers, the rise of device-only TV households highlights the need to redefine the basis of TV audience measurement to include all households consuming TV signals, not just those who own TV sets. https://lnkd.in/g4WSW5rM

A great, early-year dive into YouTube, Google and their impact on CTV advertising from Alan Wolk. I've heard that a lot of brands/agencies consider YouTube as a different pot to TV - they'll plan a campaign that covers TikTok/social media, YouTube, TV and others. YouTube is positioning itself as TV to get some of that TV pot on top of what it already gets. The challenge that TV faces is how to position itself better to protect its own pot and dip into the others. https://lnkd.in/gaTyB2EB #SSAI #dynamicadinsertion #CTV

Public access TV except way better. The original search for eyeballs started on the television set. YouTube is marking one year as the most-watched streaming platform on Nielsen’s Gauge chart. Content creators are YouTube's secret weapon to winning the TV streaming wars, and it has people spending 10 percent of their TV-viewing time on the service. By the numbers, 150 million people are watching on TV sets each month, totaling 1 billion hours daily. Whether you're watching reruns of Starsky and Hutch and The A-Team, catching up sports highlights for the NBA, NFL or MLB, or checking out original content from the latest Doug Henning magician wannabe, YouTube is essentially the first and the last place you're likely to look. Whether you're in need of a tutorial on how to be a treasure hunter or learning to be a runway model, YouTube is the place. In other words, you can pretty much find anything and everything entertaining. But, YouTube stands out with its vast library of content created by everyday people and celebrities alike, offering a diversity of high-quality videos that rival traditional TV. That diversity of content is what connects with viewers and drives engagement. Think about that. While traditional TV and streaming services might tackle social issues because viewer polls and demographics say so, YouTube offers a unique authenticity. Here, creators are often deeply invested in the topics they explore, having personal experience that fuels their content. The other difference is the real-time audience feedback, which not only provides creators with valuable insight, but engagement opportunities for viewers. At a time when most streaming services are struggling with subscriber churn, and inability and lack clear path to profitability, YouTube is winning the TV streaming wars thanks to creators https://lnkd.in/exCaY62X #youtube #streaming #television #nielsen #advertising #entertainment #contentcreators #digitalmedia

As a small business you don’t have to rely solely on social media advertising to track the visitors coming to your website. Today I learned that TV advertising through Effectv can also tell you when a television or streaming ad has driven traffic to your website. With Instant IMPACT you can access a dashboard that lets you know the correlative effect on the traffic driven to your website within 30 minutes of the ad airing. It’s great to know that we are evolving with internet consumers and cord cutters while finding ways to integrate it into tv advertising. What could more eyes on your business website do for you? #tvadvertising #televisionadvertising #smallbusiness #smallbusinessads #advertisingaccountexecutive

How can advertisers stay ahead of ever-evolving TV audiences? By reading MiQ’s global Advanced TV report. Backed by the largest, most diverse TV dataset in the world, along with consumer and advertiser insights, our report will take you behind the screens. Dive in today. https://bit.ly/3SS6sJU #CTV #AdvancedTV #Programmatic

The latest TV viewership report from Effectv and one of our media partners, Comcast, is now available! It provides great insight on viewership behavior and strategies to make the most of multi-screen TV campaigns. Some highlights: - For advertisers, multiscreen TV provides both scale and unique audience reach. (we've been saying this for years and offer the highest scale to reach your target audience on any screen) - Traditional TV (cable) remains strong, despite all the hype on Streaming/CTV/OTT. (no one watches cable anymore, huh?! 😆 ) - There’s opportunity for advertisers to achieve significant reach among news and sports viewers who are often watching this content live. (sports/news networks should be in every TV schedule, and we have 93%) - Campaign Reach was highest when 20-30% of the investment was allocated to streaming. (surprised it's not more, but this will only increase going forward) Shoot me a message with your thoughts or to learn more! 😄