Why YouTube can’t be ignored
For advertisers, YouTube is becoming something of a must-buy, according to Horizon Media’s Chief Investment Officer David Campanelli.
“YouTube is different content, different length than typically what’s on network and streamers, but it’s also reflected in the CPMs that we pay,” he said in an interview. “We pay an appropriate price for the content we’re airing in. You just can’t ignore YouTube. It is the largest CTV streaming entity out there and you just can’t ignore it. The viewers have spoken, so to speak, and are spending time there and that’s something that can’t be avoided anymore—it’s not just short videos on your phone. Now it’s on the TV screen too.”
Read the full Q&A with Campanelli here
Colgate-Palmolive, for one, is doubling spend on YouTube, according to Diana Haussling, VP, general manager, digital commerce at Colgate-Palmolive, who spoke at YouTube Brandcast on Wednesday.
On YouTube, “we’re building a new modern marketing playbook,” Haussling said, while presenting a case study from Colgate-Palmolive’s Hill’s Pet Nutrition brand. Haussling said the brand’s return-on-investment metrics were up 20% year over year on YouTube. Colgate-Palmolive’s total ad commitment to YouTube was not revealed, but Haussling said it was doubling its investment.
Colgate-Palmolive participates in YouTube Select, which is the ad package that reserves inventory in a pool of the top-performing channels and creators. Colgate-Palmolive supplements those upfront ad buys through participation in Google’s ad auctions.
YouTube’s Brandcast was held at Lincoln Center, where it presented a slate of its biggest creators, including a video message from MrBeast, a.k.a. Jimmy Donaldson. Pop star Doja Cat closed Brandcast with a medley of hits.
Read more about YouTube's Brandcast here