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YouTube’s (Guaranteed) Re-Do
In her first full-length interview as SVP of the video platform, Google’s YouTube chief, Susan Wojcicki, discusses her role and says there is a shift in the way YouTube monetizes content. “In the past, YouTube treated all content and advertisers the same, but now it’s packaging its top 5% of content as determined algorithmically (of course) in 14 categories and offering that up front on a guaranteed basis to advertisers.” Dubbed “Google Preferred,” this foreshadows Google’s push for the TV ad dollar – connecting TV advertisers with inventory reserve. But at what cost in comparison to premium cable? Read more.
Online TV Redux
As the TV upfront season drives breathless coverage across the media world, analysts and broadcasters apparently disagree about whether or not digital advertising will take dollars away from television ad spend. David Bank, RBC Capital Markets analyst, says in The Wall Street Journal that “it’s all about reach” and argues that online video targets a concentrated and limited consumer subset. ComScore’s VP of marketing and insights, Andrew Lipsman, counters that multiplatform Internet consumption is key. TV beats desktop Web reach, but combining desktop, smartphone and tablet greatly extends digital reach. Read more (subscription).