Youtube Marketing

Tap Into Fan Power With New YouTube Select Sponsorships

April 20, 2021 by

From record-breaking music video releases to never-before-seen conversations with celebrities, YouTube has become the virtual stage for the world’s biggest cultural moments. The top 10 videos from 2020 — reaching a total of 356 million collective views — brought the world together to game, to laugh, to share some good news and so much more. 

As home to the content people need and the creators they love, YouTube is where personal meets popular — with fan favorite channels like Naomi Campbell (500,000+ subscribers) and Zach King (10 million+ subscribers). In the U.S., YouTube is the #1 video content provider viewers would miss the most if it was no longer available.1  

To help brands engage peak audiences, build association and stay relevant when it matters most, today we’re announcing a bigger, better sponsorship program under YouTube Select in the U.S.

Expanding our YouTube Select sponsorship offering 

In addition to longstanding sponsorships available exclusively in the upfront like NFL Game Day All Access, new this year, we’re offering a rolling set of seasonal sponsorships available on a quarterly basis.

Our seasonal sponsorship offering focuses specifically on what’s prominent in culture during that time of year, like Mother’s Day, Summer Wellness or Women in Music during Women’s History Month. And most importantly, the breadth of the seasonal slate means advertisers have a much wider variety of opportunities to celebrate diverse communities and topics, and reach their audiences where they are watching. 

See below for a glimpse into some of the most exciting sponsorships coming up, available either upfront or through our new seasonal offering.

The Upfront Slate

Reaching over 30 million views in the 2020 season, NFL Game Day All Access will be returning to YouTube for a third season this fall.2 Streaming exclusively on the NFL YouTube channel, it gives fans an intimate look at the full game day experience, with wired sound from players and coaches. Advertisers will have the opportunity to sponsor the show for multiple episodes during the regular season and postseason.

2020 was the biggest year yet for gaming on YouTube, with 100 billion watch time hours and 40 million+ active gaming channels. Building on this momentum, we’re adding a brand new upfront opportunity with Summer Game Fest — the industry’s first fully digital and global gaming event. We’re also excited to bring back the upfront sponsorship for The Game Awards — one of the biggest nights in the gaming industry that celebrates the biggest achievements of the year, including high share of voice, in-show integration and more.

Additionally, brands will have the opportunity to put on their studio executive hats with YouTube Greenlight. YouTube Greenlight brings a group of emerging YouTube creators together to pitch an original series ideas based on specific advertisers goals. The sponsorship includes a custom creator pitch session, a fully funded creator original series with integrations and paid promotion across YouTube.

The Seasonal Slate 

Today, YouTube announced a continued focus on sustainability with new original programming coming later this year. A subset of these shows will be available for sponsorship as part of our Q4 sustainability seasonal package, alongside other opportunities with YouTube creators and content focused on sustainable impact. The sponsorship will be available for companies with strong commitments to building a better planet for everyone.

Additionally, the seasonal state offers new ways to connect with your audience during holidays like Mother’s Day. For Mother’s Day specifically, we’ve seen surges in interest for things like that special gift, the perfect song for mom and more. To help brands align with this moment on YouTube, we’re offering a variety of packages including ownership of top moms’ channel WhatsUpMoms and the ability to build your own high share of voice packages across top mom creator and celebrity channels.

We’re celebrating Black Music Appreciation Month with three different Black Music Month packages in June. Each sponsorship includes high share of voice across relevant playlists like R&B Wave or Essential 00’s Hip Hop, added value components and ownership of top channels like Joe Budden TV.

How advertisers are tapping into moments that matter most on YouTube

Mediacom partnered with their client and YouTube to honor women’s history through the lens of music. The partnership included development of custom creative assets to celebrate women’s history, plus 100% share of voice of contextual environments like Women’s History Month music playlists and the GRAMMY’s channel, which featured a Women in the Mix special.

Angelina Kim, Senior Partner & Group Director, Mediacom, said “This was an important opportunity to help our client connect with their audience, and drive engagement with the brand in the moments that matter most — all creatives drove significant increases in awareness and message association.”

The sponsorships shared today are just a sampling of what’s available. Reach out to your Google sales team to learn more about YouTube Select sponsorships available in the upfront, and throughout the year.

1.  Google/Talkshoppe, US, whyVideo study, n=2003 A18-64 Genpop video users, June 2020.
2. YouTube Data, Sep 2020 – Mar 2021

Source: Official Google Webmasters Blog

Google Marketing

Privacy First Web Advertising A Measurement Update

April 9, 2021 by

In January, we shared how Google’s advertising teams have been evaluating the proposals in Chrome’s Privacy Sandbox, an open-source initiative to replace third-party cookies with viable privacy-first alternatives that can support the publishers and advertisers who help keep the web open and accessible.

Today, we’re going to explain how the latest proposals in the Privacy Sandbox can solve for key conversion measurement use cases on the web while preserving privacy – and we’ll also share a new resource to help you learn more about the overall initiative.

Conversion measurement

Chrome’s conversion measurement proposals center around an API that would have the capability to report both event-level and aggregated information. Event-level information is helpful when businesses need data to be more granular, such as deciding how much to bid on impressions or modeling conversions. Aggregated information is important for summarizing campaign performance, like reporting total conversion value or return on investment.

To make sure that the API preserves privacy, and that any data reported can’t be used to track individual people as they move across the web, the API uses one or more of the following techniques:

  • Aggregate the data that is reported so that each person’s browsing activity and identity remain anonymous among a large group of conversions.
  • Limit the amount of information reported about each conversion, so it’s not possible to expose the identity of the person behind the conversion.
  • Add “noise” to the data reported, which protects an individual’s privacy by including some random data along with the actual conversion results.

The Chrome team recently shared new proposals for how the API could apply these privacy considerations while reporting view-through conversions and cross-device conversions:

For view-through conversion measurement, Chrome proposes that advertisers use the event-level capability of the API to get a report on the conversions that happen on their website and are attributed to ad views across the web. The browser would enable this by registering the ad impressions that take place across websites and then matching any conversions that happen on an advertiser’s website back to the initial views. To prevent any conversion data from being used to track people individually, the Chrome API would limit the amount of information shared about each conversion and add noise to the data. 

Then, when advertisers are interested in reporting on the total number of view-through conversions, for a video ad campaign as an example, Chrome proposes that they can use the API’s aggregate reporting capability. This would allow advertisers to get more precise information on key metrics for the overall campaign without compromising people’s privacy. That’s because aggregate reporting keeps people’s identities and their browsing histories anonymous as it only shares data across a large group of conversions.

For cross-device conversion measurement, Chrome proposes that advertisers use the API’s event-level capability to report on the conversions that happen on their website and are attributed to ad views or clicks that happen on another device. This would only be possible if the people converting are signed into their browser across their devices. Access to this capability would enable cross-device measurement for all participating ad providers and networks.

The proposals in the Privacy Sandbox will change how measurement works for digital ads, but are designed to support key measurement use cases while protecting people’s privacy. We’re beginning to run simulations to understand how different use cases might be impacted by the privacy considerations made in Chrome’s various proposals and we look forward to sharing our findings in the near future.

Resources

We know that there are many questions about the Privacy Sandbox and that there is broad interest in learning more about each of the proposals. The Chrome team recently built a new website, privacysandbox.com, with an overview of this effort, FAQs, and links to additional resources. We’ll also continue to share regular updates about our work across Google’s ads teams to adopt the Privacy Sandbox technologies for our web advertising and measurement products.

Source: Official Google Webmasters Blog