YouTube Insights Hangout – May 2014: Audience | YouTube Advertisers


Tara: I’m Tara Walpert Levy and I lead the
ads marketing team for YouTube. You guys are all particularly relevant for the topic of
this Insights Report and this conversation, which is the 18-to-34-year-old audience. So
all of you have either built or are intimately familiar with campaigns for this audience.
And so I’d like to start a little bit open-ended with what do you think 18- to 34-year-olds
really want from brands? Ben: For us, when we sit and talk to brands
about the way that they engage through our system, we always talk to them about what
does the audience come away with that they didn’t have before? What’s the story that
they’re going to tell at the bar tonight? What’s the little tidbit that they can take
away and use that’s brought to them by your brand through our system, and is in line with
your brand values and communicates something that you feel strongly about? Jonathan: The only thing that I would add
to that is they want the content they want when they want it on the device they want
it. And I think that’s a huge cultural shift, right? As an advertiser, I can’t just deliver
a linear television message to them and expect that they’ll be sitting in front of that box
when I want them to at a point when they can act on it. Mike: I think though we have to be realistic
that these 18- to 24-year-olds, they don’t want anything from brands specifically. What
they want is the same whether they’re looking at a brand or at content. And they don’t actually
want anything in particular from the brand, but if that brand can align closely with something
that they do want, then that brand’s got a pretty good opportunity to engage. And that’s
what we’re really focused about. Chris: Demonstrate to people that it’s not
a one-off thing. We’re not treating it like a broadcast medium. We’re treating it like
an interactive medium, which is what it is. So foster that conversation and engage with
your biggest advocates, and you’ll see more of those converters to regular engagement
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