YouTube Tests Its Advertising Sway--Side-Stepping Standards, Winning Budgets
YouTube 可能太大而无法忽视. The question for advertisers might be - is it so big that it doesn’t have to play by the rules?
The Alphabet这家美国视频巨头在多个领域发展迅猛, 即使它发现自己卷入了多重危机. The company claims that 125 million people watch YouTube on connected TV devices each month. 根据。的最新报告 Nielsen’s 据统计，YouTube占所有电视观众的9%以上. 事实上，近一半(45%)的YouTube观众来自CTV. For many people, YouTube已经在客厅扮演了核心角色, as it has smartly taken advantage of our mobile-first culture by allowing users to cast and control remotely from the YouTube mobile app to their smart TVs.
After more than a decade of fighting for legitimacy and the right to be considered in the same breath as the biggest media companies, YouTube现在是电视前端的一个重要参与者, 并且有一个简单的观众 不能被某些品牌忽视.
社交风向转变，YouTube盈利盛行
Meanwhile, 在社交视频领域, YouTube had seemingly been staring down an existential threat a few years ago, as TikTok exploded onto the scene, capturing massive amounts of people’s screentime. 但在学习了短视频之后， YouTube Shorts has jumped 该平台每天的浏览量从300亿增加到500亿.
While TikTok has hardly gone away as a threat to YouTube (and essentially every company in the video business), YouTube短片显然引起了消费者的共鸣. 盈利一直是个挑战, as Shorts represents lower yields to YouTube than its longer-form inventory, 但目前Alphabet似乎愿意在这里投资, as the TV-centric version of the product continues to make inroads among brands.
Until it doesn’t.
YouTube pushes regulatory boundaries and flouts its own standards
Several of the biggest stories in advertising over the past few months have involved YouTube, 而且不是一种好的方式. 首先是广告技术公司 Adalytics reported that YouTube was generating views away from its main YouTube platform, 违反自己的标准 通过一个很多广告商都没有意识到的项目.
几周后，analytics又发布了另一款 bombshell, reporting that YouTube was running targeted ads alongside videos aimed at kids – which is potentially a violation of federal law.
你可能还记得2017年左右的时候, YouTube ads were found running alongside some truly awful videos (terrorism and worse), 以及一系列知名品牌，如 AT&T boycotted 很长一段时间以来. Back then, YouTube issued multiple mea culpas, and vowed to fix its problems.
Will calling “Not it” satisfy brands’ concerns, as YouTube rolls out new initiatives?
这就是为什么它如此值得关注，以至于YouTube如此激烈 denied these two Adalytics reports this time around – essentially saying, 这是无稽之谈, 我们也没有什么问题需要解决.
很难知道YouTube是否正确, or using its video clout to see how hard it can push back and remain unscathed. The company certainly seems empowered to throw its weight around to a degree.
That at least seems to be the cause of YouTube’s latest ‘controversy’ – as the company announced that it plans to issue its own 共同观看CTV购买的测量数据.
广告客户不能忽视更多的市场优势
这自然让YouTube的电视竞争对手感到不安, which are in the middle of testing numerous new third-party currency alternatives as they try to stay competitive in CTV. For its part, YouTube has said that its co-viewing data has been deeply researched, and regardless, it allows brands to bring in other third-party metrics firms to provide a second opinion of co-viewing numbers.
Furthermore, YouTube's substantial annual investment of $2 billion in NFL周日门票 已经改变了电视领域的游戏规则. 这一战略举措使YouTube成为一股强大的力量, 巩固其在电视领域的地位. The massive investment not only solidifies YouTube's presence but also enhances its appeal to advertisers seeking a prime platform for their CTV campaigns.
So far, none of this noise has seemed to hurt YouTube’s business (in fact, 最近一个季度，Alphabet的营收有所增长)。. 即使是新的竞争对手，如 Netflix and Disney+ 在广告支持的流媒体领域，YouTube紧随其后 Hulu 在中央电视台的广告竞赛中.
Plus, YouTube has an unexpected and unusual advantage in the market at the moment – while Hollywood is essentially closed thanks to multiple labor strikes, YouTube’s increasingly robust pool of creators are open for business, 并准备好为品牌提供服务. The Mr. Beasts of the world were already generating audiences that sometimes rival popular TV shows, 而现在，比赛的场地是敞开的.
YouTube的市场份额将何去何从?
It remains to be seen as to whether brands penalize YouTube for its Adalytics foils, 或者对它为自己的共同观看作业评分的尝试犹豫不决. 现在，YouTube可能是一股不容忽视的强大力量. With the majority 1 / 3的美国人收看YouTube, its videos, 特别是长篇CTV内容, represent a wealth of opportunities for most advertisers to succeed in an ever-evolving market.
YouTube似乎很清楚这一点.
[编者注:这是来自 Lotame. Streaming Media accepts vendor bylines based solely on their value to our readers.]
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