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VuePoints – Spring 2024 – E9

VuePoints / May 22, 2024

Hello! I’m John Cobb , CEO and co-founder of @VuePlanner, and I’m excited to bring you our latest VuePoints Newsletter! Inside, you’ll discover a range of exciting topics, including YouTube Brandcast, Auto TV Spending, Podcasts, and more. Filled with valuable industry insights, it’s your ultimate resource for staying informed. Dive in and enjoy!

YouTube Upfront: CEO Says It’s ‘Redefining’ TV, Platform Launches Ad Takeovers for Top 1% of Creators

YouTube ‘s 2024 Brandcast event, held during Upfront Week, showcased its leading position in the streaming world. The event emphasized YouTube’s role as the top streaming service on TV screens for eight consecutive months. This article from Variety highlights its diverse content—from creator-driven videos to major sports broadcasts like NFL Sunday Ticket—YouTube underlined its value for advertisers looking to connect with a broad audience. This annual presentation aims to demonstrate YouTube’s capacity to engage viewers and drive advertising success in the digital age. Learn more.

At Brandcast 2024: There’s only one YouTube

Also at Brandcast 2024, YouTube emphasized its dominance as the top streaming platform on TV, driven by creator content. The event showcased how YouTube creators are reshaping entertainment and highlighted new advertising opportunities, including AI-powered video campaigns and interactive TV ads. Brands like PepsiCo have seen significant ROI through YouTube, demonstrating its value in connecting with engaged audiences.

Inside YouTube’s 2024 upfront pitch to advertisers

This Digiday article discusses how YouTube’s 2024 upfront pitch to advertisers focused on enhancing ad options and creating scarcity. They introduced refinements to the YouTube Select program, now featuring the top 1% of channels, and new AI-powered ad optimization tools. Additionally, YouTube unveiled the Creator Takeover program, allowing brands to dominate ad space on specific channels, aiming to appeal to advertisers by offering more targeted and exclusive advertising opportunities.

Automotive National TV Spending Increases 5.2% In April, But Drops 6% YTD

This MediaPost article discusses how automotive national TV ad spending rose by 5.2% year-over-year to $214.3 million, but year-to-date spending fell by 6%. Despite the increase in spending, household TV ad impressions dropped by 14% compared to April 2023. Significant investments were made in men’s college basketball, which saw a 74% increase in ad spend, reflecting a strategic focus on high-engagement sports programming.

This week we have two Post of the Week spotlights. The first one goes to Tara Walpert Levy with her recent post featuring a Nielsen report that looks at all of television together for the very first time and shows that YouTube is the #2 in TV across broadcast, cable and streaming. Check out her full post here.

The second post light goes to Rich Greenfield and his recent post sharing Nielsen ’s Media Distribution Gauge which demonstrates the power of the creator economy. Check out his full post here.

This week, I have really enjoyed listening to the Big Little Breakthroughs Podcast. The episode I have linked for you features Josh Linkner and they discuss innovation and a growth mindset. Josh shares that research shows our brain is not fixed. We can develop our innovative skills. Innovation doesn’t have to be big or brand new. We can cultivate small ideas, which are less risky and more accessible. We can also innovate around the outcomes we are already doing. Check out the full episode here.

Toby Jenner is now the Global CEO of GroupM ‘s Wavemaker

Liz DeAngelis is now the SVP, Digital Strategy at Media.Monks

Alec Cohen is now SVP, Global Marketing Technology Lead at Publicis Groupe