YouTube CEO Declares Creators as "New Hollywood" at Brandcast
YouTube emphasizes creators' role in driving growth, particularly on connected TV, showcasing impressive stats and successful campaigns during Brandcast.
Sumit Rawat
"Creators: The New Hollywood," Proclaims YouTube CEO at Brandcast
During upfronts week, YouTube emphasized creators' role in driving growth, particularly on connected TV, diverging from traditional celebrity-centric presentations.
CEO Neal Mohan declared creators as "the new Hollywood" at the Brandcast event in New York City. The platform highlighted viewers' increasing engagement on connected TV, with over 1 billion hours watched daily and a 130% growth in CTV views over three years.
Personalities like Kinigra Deon and Shannon Sharpe noted that about 70% of their content is consumed on CTV. NFL commissioner Roger Goodell discussed how athletes are leveraging YouTube for behind-the-scenes access and content creation.
YouTube's Chief Business Officer, Mary Ellen Coe, emphasized creators' importance, with 75% of YouTube Select impressions coming from TV screens. New ad formats, including AI-powered options and non-skippable ads, were announced for CTV.
Sean Downey highlighted YouTube's significant viewership and superior return on ad spend compared to other media. Google's marketing mix model, Meridian, aims to provide comprehensive measurement solutions for advertisers.
Brands like Pepsi and Walmart shared successful campaigns on YouTube, culminating in a performance by Billie Eilish at the event's close.
