YouTube's New SVP Talks; The Forecast For TV Upfronts

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

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).

Self-Service

Marketing software company SHIFT announced Monday its next-generation ads self-service solution. James Borow, co-founder and CEO of SHIFT, said, “Now, marketers can utilize their own data on Twitter for CRM matching, cookie retargeting and lead generation card creation to help grow their business.” SHIFT’s latest offering is part of its Open Marketing Cloud and works to automate campaigns across Facebook, Twitter and LinkedIn. Read the press release. Got cloud?

Watering The Patch

Street Fight talks to a Patch editor in Framingham, Mass., about the before and after of the site’s sale by AOL to Charles Hale and Hale Global. The editor compares AOL and Hale Global: “In regards to reporting the news to the community in Framingham, essentially no difference. … But there is far less micromanagement from middle managers and Patch HQ. For example, during my 3 1/2 years at Patch before the sale, I had posting requirements that ranged from 5 stories a day to 10 posts per day. Now, there are none.” Read more.

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