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

/ Dec 16, 2013

YTTV

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.

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