YouTube, further offensive for TV advertising markets: Appeal to the conventional network | DIGIDAY [Japanese version]
In the "Upfront" where television networks and advertisers negotiate a one -year contract transaction, YouTube is focusing on TV content like never before this year.The aim is to convince the advertiser that it is competitive with conventional television.
In recent years, youTube has begun to be a part of conventional advertising expenses.However, in order to get more advertising expenses in the upfront advertising purchase cycle, the advertiser's perception must be changed.YouTube is not a compensation for television, but a person who can fight equally with television.In addition, there is a strong concern that it will be distributed on content that is not safe for brands and that it will be delayed to reach all target audiences, and it is necessary to deal with these issues.
YouTube will select the channel to be included in the Google Preferred program, taking into account the production quality of the video and the expectation of being viewed on the TV screen.The program provides advertisers a package for each category consisting of channels that ranks top 5 % on YouTube.In addition, the TV streaming service will be separated as an independent inventory (inventory) option, and the original work "YouTube Originals" will be distributed for the first time on the advertising -based free version.
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There is a good reason why YouTube puts TV as a main axis in the upfront presentation.Many of the brands that make digital advertising are said to be uniform in the first place, whether it is a huge annual minimum annual investment, which is a huge amount of annual investment stipulated by Youtube to acquire.YouTube spokeswoman did not reveal the specific value of the annual minimum investment in this year's contract, but was $ 2 million in 2015.Meanwhile, the brands on TV ads have a large budget.In addition, as television advertising buyers have decreased and advertising prices have risen, they are becoming more expensive options to replace conventional TV.
Nevertheless, in order for YouTube to get more advertising expenses from television advertising companies, it must prove that they can fight on the same screen, equally as the conventional TV network."It is more valuable that the appearance on a large screen is more valuable than being displayed on a video played on a screen that can be seen anywhere," said the agency executive mentioned above.
Google Preferred to the big screen
In this year's upfront, Google Preferred was the protagonist of YouTube.This has been consistent since 2014 when the program began."Google Preferred is still at the center of our upfront offer," said Tara Wal Party Levy, a vice president in agency media solution on Google.However, this time, YouTube has been able to appeal to television advertising companies by adding a bit of Google Preferred and emphasizing viewing on television.
YouTube uses an indicator called "P -score" when deciding whether to incorporate the channel into Google Preferred.All of the lower indicators that make up the P -score start with the initial P.Popularity standards are the number of views, and the passion of the audience (passion) is the probability that the number of repeat views and the video share the video.Last year, YouTube added safety to indicators as a countermeasure for brand safety issues, and all videos uploaded by Google Preferred channels were judged by living people.This year, two more indicators have been added to the P -score.The two are platforms and production (PLODUCTION), aiming to increase viewing on TV screens and high quality videos.
According to the company's announcement, as of October 2017, YouTube videos were played on television for more than 100 million hours a day.It has already exceeded 200 million hours a day.
TV -like program on YouTube TV and YouTube
YouTube is not just trying to improve Google Preferred and sends more advertisements to the TV screen.They are trying to sell more TV content or advertisements that are actually displayed on TV.
As previously reported by Digiday, YouTube is selling YouTube TV to advertisers as an independent option of this year's upfront.However, you need to purchase Google Preferred to get access to inventory.By separating the YouTube itself, it is easier for advertisers to compare YouTube TV with other adresible TV ads.However, YouTube has also worked on it to have the advertiser comparing with the purchase of TV advertising.
Advertisers can stop displaying advertisements to specific programs when purchasing Youtube TV inventory.Considering cases where these programs are already buying advertising slots on TV networks, or cases where content and brands do not want to be associated.In addition, we plan to target specific audiences on YouTube TVs that are more than age and gender, and to guarantee the distribution to specific audiences with the cooperation of Nielsen.
In other words, advertisers say that by using YouTube TV, it is possible to accurately deliver advertisements to difficult -to -reach audiences so that the holes of the conventional TV campaign are filled, and the agency executives mentioned above say.
There are reports that YouTube has scaled a part of the television program business, but the company has denied that it has not considered withdrawing from the original program market.
YouTube will distribute the original program "YouTube Originals" for the first time in the free version of the advertising revenue.Until now, only paid print members without ads have been viewed.We are still considering the period of distributing programs in a free version with advertising, but according to Wal Part Levy, the period is "quite long."During the free distribution with advertisements, the company has avoided comments whether advertisers can play ads specialized in YouTube Originals programs.
In addition, Wal Part Levy, in a partnership with program creators, will provide opportunities for sponsorship that advertise brands as part of the program in a custom specifications used in conventional TV programs.Was described.
Concerns about brand safety and reach
YouTube, a hot glance to television advertising companies, will need to resolve some serious concerns they have for YouTube ads.Specifically, the safety of the platform and whether the advertisement can be delivered to a large number of audiences in a short period of time.
YouTube has been claiming that Google Preferred is an inventory with the best value and safety.For the first time in March 2017, the brand safety problem has been revealed, and for the past two years, YouTube has strengthened the video review process.Wal Part Levy says that the video in Google Preferred has almost no brand safety.
However, Google Preferred is not the same as a YouTube brand safety problem.As the latest trends, a video of a video that reflected a child was sexually included, and one of the Google Preferred videos was inappropriate."The channel has nothing to be a threat to the brand. It's just a matter of comments," Wal Part Levy explained.
今年2月のコメント騒動を受け、YouTubeは広告主をなだめるべく、未成年者が映っている動画のコメント機能を停止した。この件をめぐり、AT&T、ディズニー、マクドナルドといった企業はYouTubeから広告を引き揚げていた。「一部の企業は広告出稿を停止し、まだ停止したままのところもあるが、ほとんどはすでに戻ってきていると思う」と、ウォルパート・レビー氏はいう。
The YouTube brand safety problem itself is an advice that sharpens nerves, but this riot is generally quiet.However, brand safety is still an interest in the client.If new problems emerged over YouTube's brand safety, "the client's executive class requires urgent measures and opinions," said the agency executives mentioned above.These concerns also affect the degree of client's interest in concluding the upfront contract with YouTube.This is because the upfront contract usually means that advertisers are advertising on the platform for 12 to 18 months.
The advertiser is worried about long -term concerns about long -term brand safety, and is worried that Youtube is really effective in delivering advertisements to many people in a short period of time.In television advertising broadcasting models, advertisers can reach a relatively low price to many people.That's why they continue to publish TV ads despite the rise in prices.Since the advertisement on YouTube is individual, the advertiser is worried that the target audience will not be able to show advertisements at the time they are expecting.
To deal with advertiser concerns about reach, YouTube conducted an internal investigation and compared the reach of YouTube and US television networks. The evaluation criterion was whether to reach the target value of the target audience rating (TRP). The TRP shows the total audience rating (GRP), which is a television advertising index, to the target layer of the advertiser. The target layer of YouTube was 18 to 49 years old, and the TRP target value was set to 125, and two tests determined the success or failure of the target achievement. For a week, he made an advertisement on television alone, and presented an advertisement only on YouTube for another week. As a result, the company has reached a target value as soon as TV, and has achieved a 153 TRP, which exceeds the initial target, at 10 to 15 % lower than the conventional TV. The average age of YouTube's audience was eight years younger than TV viewers.
In recent years, youTube has gradually began to dig into the TV advertising market.Agency executives told Digiday, the United States, and youTube succeeded last year to capture advertising costs from television networks.YouTube is more advantageous to get advertising expenses than ever, as the decrease in conventional television viewers and the advertisers are forced to redistribute the budget from the perspective of cost -effectiveness.To do so, you can distribute TV quality content on a TV screen and convince the advertiser to achieve the same reach as a TV.
"There is no doubt that YouTube is creating a system to get more TV advertising expenses than now. Even if this year, it will be a reality within two years," mentioned above.Agency executives said.
Tim Peterson (Original / Translation: Galileo)
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