May 3, 2019

Youtube makes its TV pitch to Madison Avenue

New York, NY - May 2 (name of person) at YouTube #Brandcast at Radio City Music Hall

After decades of dominating the digital ads market, Google wants to be the king of TV. Speaking to Madison Avenue's top brass Thursday, the tech giant unveiled a slate of new programming and ad solutions for buying videos on YouTube.

Yes, but: YouTube has been trying to pitch marketers that its videos are as effective as TV shows for years. But ad buyers have been skeptical, mostly due to the fact there is no great way to measure the effectiveness of the two platforms against each other.

By the numbers: The company says YouTube has 2 billion monthly active users, up about 100 million from this time last year. It says watch time of YouTube on TV now tops 250 million hours per day and that YouTube reaches more people who are between 18-49 than all of cable TV.

The biggest part of YouTube's pitch was that it reaches more young people — people who are very lucrative to advertisers — than TV.

It also tried to convince marketers that YouTube is a more personal version of video than cable TV.
"Primetime is now personal," said YouTube CEO Susan Wojcicki. "Our fastest growing screen is the living room one."

Updates: The company is adding more of the content to its "Google Preferred" ad-buying system that allows marketers to buy ads around some of YouTube's more premium content, not random user-generated videos. (YouTube has been the brunt of ad boycotts and bad press due to advertiser concerns about ads running against bad content.)

The company is adding its 70 cable and broadcast channels to its Google Preferred program so that buyers can buy live ads, along with on-demand ads, upfront — meaning they can reserve those ad spots long before they air.
It touted a slate of original new shows. Singer Alicia Keys came on stage to announce a new show for YouTube called "Unwind" that will debut in August. The company also teased a "secret project" that it's working on with Justin Bieber.

The big picture: Google's ad dominance is rooted in the fact that it controls over 80% of the digital search ad market.

But the company reported last week that its revenue growth rate is slowing, which means that it needs to find a new way to make ad money fast.

The bottom line: It's hoping YouTube videos will bring in tons of money, but it needs to convince ad agencies to move their video budgets that are usually reserved for TV over to YouTube. And that's easier said than done.

Our thought bubble: YouTube brought in tons of celebrities and rising stars to tout how great the platform is at discovering talent and luring young users, but it barely addressed the major problems the platform is facing in keeping violent videos, misinformation and conspiracy theories off of its site.

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Rebecca Falconer, Orion Rummler, Eileen Drage O'Reilly

Cruise ship evacuations: More Americans test positive for coronavirus

A bus carrying American citizens from the quarantined Diamond Princess cruise ship arrives at the U.S. government-chartered aircraft that is taking them back to the United States while authorities wear protective suits look on at Haneda airport in Tokyo on Monday. Photo: Tomohiro Ohsumi/Getty Images

Another 14 passengers tested positive for the novel coronavirus during their evacuation from the Diamond Princess cruise ship before being flown in a "specialist containment" area of the plane to the United States, per a Trump administration statement early Monday.

Details: Over 40 Americans who had been on the ship had previously been confirmed as infected and will remain in Japanese hospitals for treatment, NIAID director Anthony Fauci told "Face the Nation" Sunday. The rest were evacuated, and these latest cases were among them. All evacuees will undergo a 14-day quarantine upon arrival later Monday.

Go deeperUpdated 56 mins ago - Health

Rebecca Falconer

GM to exit Australia, New Zealand and Thailand

GM's Holden brand is popular among racing fans down under, and it's been a regular fixture at events like the Bathurst 1000 V8 Supercar Race in Australia. Photo: Speed Media/Icon Sportswire via Getty Images

General Motors is retiring its Holden brand from sales in Australia and New Zealand and winding down operations in the two countries and Thailand by 2021, the company confirmed in a statement Monday.

Why it matters: The Holden brand has been in Australia and New Zealand for 160 years, per a GM statement issued in Australia. It is beloved by many motor racing fans down under. Holden produced Australia's first wholly locally made car in 1948.

Go deeperUpdated 2 hours ago - Economy & Business

Rebecca Falconer

In photos: Deadly Storm Dennis lashes U.K., Ireland and western France

A family is rescued from a property in Nantgarw, Wales, on Sunday. The storm comes a week after the U.K. was battered by storm Ciara, which killed two people, per the BBC. Photo: Matthew Horwood/Getty Images

Storm Dennis continued to pummel parts of England, Wales and Ireland over Sunday night with heavy rain after battering Northern Ireland and Scotland, per the official British weather agency the Met Office.

Why it matters: It's the second-strongest nontropical storm ever recorded in the North Atlantic Ocean, with its hurricane-force winds and heavy rains that caused widespread flooding across the U.K., the Washington Post notes. Police in Wales confirmed Sunday they found the body of a man who fell into a river as the storm lashed Ystradgynlais.

See photos4 hours ago - World