The world watches YouTube: Highlights from Brandcast 2023
May 17, 2023 – [[read-time]] minute read
Live from Lincoln Center Theater, we returned to the Upfronts to celebrate creators like Airrack, AllyiahsFace and MrBeast, share news about YouTube’s partnership with the NFL, highlight amazing brands like Hershey, and unpack world-changing shifts in video.
Major shifts in creation and consumption
Now that we have the power of a production studio in the palm of our hands, the universe of creators is growing every day. Today, creating is about participating in a cultural moment, and making the most of every kind of video format. From 15-second Shorts to 15-hour live streams, more creators are coming to YouTube than ever before—which means more fans coming to watch, which drives more engagement for advertisers.
We also see major shifts in how people experience content. YouTube is where people engage with Shorts in a big way, and of course, more viewers are tuning into YouTube on the biggest screen in their home. In the latest Nielsen Gauge Report, YouTube viewership increased last month, making YouTube the No. 1 most-watched streaming service for TV in America—again. The leader in streaming watch time, YouTube (including YouTube TV), reached over 150 million people on connected TVs in the United States.1
Across every screen, genre, and format of video, in a world where they can watch anything, the world watches YouTube.
Introducing new ways to reach CTV viewers
More and more advertisers are eager to respond to these shifts in viewership, and reach the largest streaming audience. So we’re excited to share two announcements in YouTube’s streaming offering.
First, we’re bringing 30 second non-skips to YouTube Select ... Instead of seeing two :15 ads consecutively, they'll see one :30 ad.
First, we’re bringing 30 second non-skips to YouTube Select on CTV. We know that running longer-form creative on the big screen aligns with your objectives, and allows for richer storytelling. YouTube Select is now landing over 70% of impressions on the TV screen2, so we’re making it easier for you to use existing assets in front of the most-streamed content. This format also seamlessly fits into what viewers already expect and experience on the big screen. Instead of seeing two :15 ads consecutively, they'll see one :30 ad.
Next, we’re bringing new Pause experiences to CTV, so you can drive awareness or action by owning that unique interactive moment when people pause a video. This is seamless for viewers and allows them to learn more about your brand.
YouTube is where the fans are
YouTube is the new home of NFL Sunday Ticket. Tonight on stage at Brandcast, Roger Goodell, Commissioner of the National Football League, and Deestroying joined forces to share the highlights of football culture on YouTube—and how brands can get in the game.
As part of our NFL partnership, there’s even more original programming, like Game Day All Access, where you can listen in as mic’d up players bring you onto the sidelines during the game. And we’re launching a new original Shorts series on the NFL’s YouTube channel after the football season kicks off this year: “NFL Creator of the Week.”
Soon, advertisers can reach football fans across YouTube’s entire array of NFL content, whether they’re viewing live games on YouTube TV and Primetime Channels, or watching highlights, post-game commentary, and other related content across YouTube.
Sony Electronics used Google AI to seamlessly add relevant voice over into their products ads, and saw a 25% lift in ad recall.
Your marketing and creative, multiplied by Google AI
The world is experiencing the next major platform shift with AI. Google is ready for this moment—and in fact, it’s powered by our technology and innovations. Today, people’s viewing habits may be complex, but reaching them on YouTube isn’t. AI can help you find the best mix of formats to hit your campaign goals from reach to action.
Google AI can also meaningfully help scale and multiply one of the most critical drivers of ROI: your creativity. Sony Electronics used Google AI to seamlessly add relevant voice over into their products ads, and saw a 25% lift in ad recall.
This is one of the many examples of what’s possible with Google AI right now. From endless iterations of your ads to videos trimmed or flipped for the right formats, Google AI helps businesses market at the speed of consumers. And this is really just the beginning. Google AI is accelerating creativity, and the possibilities will extend beyond anything we can imagine today.
YouTube delivers superior returns
With the power of Google AI, YouTube works. And you see it in the returns. One brand that’s found sweet success on YouTube? Hershey. According to Nielsen MMM results, YouTube’s ROI has grown by 65%—making YouTube Hershey’s #1 ROI-driving media partner.
We’ve seen results like that at scale, so we asked our partners if they see the same. Nielsen, TransUnion and Ipsos MMA, confirm that on average, YouTube delivers higher ROI than TV and other online video.3
No place is better equipped to connect you with key audiences and drive the results you care about. The best of YouTube is yet to come—and we’re excited to get there, together.
Check out more highlights from our twelfth annual #Brandcast on Twitter, LinkedIn and our YouTube channel.
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- Source: Nielsen's Streaming Platform Ratings, Live+7, YouTube inclusive of YouTube TV and YouTube Main, December, Total Day Reach with a 1 minute viewing qualifier
- Source: YouTube internal data, US, December 2022
- Source: Nielsen: Compass ROI Benchmarks for US including all available results for two years from January 2020 - March 2022. TransUnion: commissioned MMM meta-analysis for the US including all available results for two years from January 2020 - December 2021. Ipsos MMA: MMM results for US including all available results for 2022