"YouTube once funded creator-driven original content - but the streaming giant wound that down several years ago and instead embarked on a strategy to promote shows YouTubers are already producing themselves. That makes YouTube an outlier during TV upfronts week: It's making an ad pitch to Madison Avenue on content it doesn't directly control or finance."
"And, in a new development, YouTube will now let marketers buy sponsorships and ad inventory for individual creator shows - just like TV. That joins its other ad programs, including Creator Takeovers (giving buyers 100% of the inventory on a top channel) and YouTube Select (ad buys across the top 1% of channels in a category)."
"At its YouTube Brandcast in New York Wednesday, the Google-owned platform is doubling down on the strategy. At the heart of its presentation is a slate of new and returning creator shows coming exclusively to YouTube, including from "The Daily Show" alum Trevor Noah, Alex Cooper (of "Call Her Daddy" fame), and popular YouTuber creators Kareem Rahma, Jesser (Jesse Riedel) and Dude Perfect."
"The overall message is to emphasize YouTube's massive reach and usage - far bigger than any TV network. According to Nielsen, YouTube reached over 244 million people 18+ across all devices in the U.S. (representing 91% of the total population) in Novem"
YouTube previously funded creator-driven original content but stopped several years ago and now promotes shows creators produce themselves. During its Brandcast in New York, YouTube presented new and returning creator shows available exclusively on the platform, including programs associated with Trevor Noah, Alex Cooper, and creators such as Kareem Rahma, Jesser, and Dude Perfect. YouTube also introduced a new ad buying option that lets marketers purchase sponsorships and ad inventory for individual creator shows, similar to traditional TV. The event included talent appearances and performances, while executives emphasized YouTube’s reach and usage, citing Nielsen data showing 244 million people 18+ reached across devices in the U.S.
Read at Variety
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