Google to Make Buying YouTube Ads More Like Cable TV (Report)

/ Dec 16, 2013


Over the next few years, Google will repackage YouTube to make it look more familiar to brand advertisers, according to USA Today. With online video booming, Google has expressed a desire to double down on its digital brand advertising for Google display ads, Google+, and most importantly, YouTube. Google’s digital ad budget in relation to brands will increase from $18 million this year to $31 billion by 2017. eMarketer also reports that the search giant will invest an additional $7 billion in direct response and performance-based ads over the same period of time.

The refocusing of Google’s brand advertising strategy will see YouTube splitting into several categories aimed at specific markets. Among the categories will be comedy, sports, music, health, and lifestyle.

In addition to breaking content into different categories, Google will also provide data on those areas, including audience numbers and volume. This adds to the fact that Google recently opened up its doors to Nielsen, which will begin tracking ad metrics for select brands.

Rob Norman, chief digital officer at GroupM Global, a massive buyer of digital media on platforms like YouTube, told USA Today that the new YouTube brand ad space will soon look significantly “more like a cable TV line-up rather than this morass that sometimes people see as YouTube now.”

All of this — the Nielsen tracking and cable-style structure — will allow advertisers who traditionally deal only with safe, sustainable cable to feel more comfortable investing in digital platforms.

Google’s push towards more brand advertising has already launched several “upfront” deals with brands looking to buy ads against YouTube content in 2014. In early November, Publicis Groupe agencies DigitasLBi and Razorfish bought up more than $100 million worth of Google ad inventory on platforms like Google+ and YouTube.

The forthcoming YouTube and Google ad restructure was confirmed by a spokesperson who explained that the company has already started rolling out the new strategy.

Tags: , , , , ,


Lesbian Vampires & Kotex: How ‘Carmilla’ Became...


MTV Labs Taps Rapper A$AP Rocky as Creative Director


FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal


Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal


Storyful Launches Viral Video Marketplace


Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...


Legendary Digital Reveals Alpha Subscription Service Launch...


Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series


How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again


Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries